Vice President of Sales and Marketing - Produce (Bulk and Processed)

Role: Vice President of Sales & Marketing

Work Location: WFH anywhere in Canada

Industry: CPG - Fresh



About the role

The VP of Sales & Marketing is responsible for leading the company’s full commercial strategy, driving revenue growth, brand development, and market expansion across the retail channel. This role oversees national account management, trade marketing, and is responsible for shaping the new Key Account strategy to ensure strong execution and profitable performance.
The VP builds and executes annual sales and marketing plans, manages pricing and promotional strategy, and partners cross‑functionally with Operations, Finance, Supply Chain, and R&D to support innovation launches and forecast accuracy. They analyze syndicated data and retailer POS to shape category strategy, strengthen customer relationships, and identify new distribution opportunities.


Running of high‑performing sales and marketing teams, oversees budget planning, and ensures brand consistency across campaigns, packaging, digital, and shopper marketing. Ultimately, the VP owns the company’s go‑to‑market strategy and is accountable for delivering growth, market share, and a strong brand presence.



Responsibilities Include:

• Coach and mentor sales & marketing employees
• Lead the development and execution of measurable sales strategies
• Recommend improvements to current systems
• Oversee departmental budgets to ensure goals are met and surpassed
• Ensure all customer interactions represent the company’s values

Qualifications Include:

• Proven sales leadership experience, with five years of higher-level leadership experience
• LCL, Sobeys, Metro, Walmart, Pattison and Costco in your wheelhouse of experience
• Solid and verifiable track record developing new business strategies and generating results
• Strong negotiator, innovator and problem-solver

Compensation: $185k - $235k+ 20-30% bonus + significant equity package