Sales Representative Grocery Distribution Sales Representative Grocery Distribution

Sonepar Canada is an independent family-owned company with global market leadership in the business-to-business distribution of electrical, industrial and safety products and related solutions. In Canada, we are represented by 6 locally managed electrical and industrial distributors and have over 100+ locations with coverage in 9 provinces.
We are a proud member of the Sonepar Group, the world's largest privately-held electrical distributor. To explore and learn more about Sonepar opportunities, please visit
Reporting to the President of the Sonepar Ontario (Electrozad and Dixon companies), the Sales Enablement Specialist is responsible for driving the successful adoption of key digital sales tools – including the CRM, digital/webshop/mobile eCommerce platforms, and other relevant tooling (PowerBI, AI, Automation). This role serves as a strategic bridge between the sales teams, IT, and business leadership, ensuring that technology investments translate into enhanced sales performance and streamlined processes. The Specialist will design and deliver training programs, support end-users, and champion digital best practices to foster a culture of continuous learning and innovation in sales enablement across the Ontario Region.

Educate – Develop comprehensive training plans and create engaging training content such as video tutorials/capsules. Coordinate and execute user training sessions for CRM and digital tool deployments, facilitate onboarding for new hires, and ensure ongoing training aligns with Sonepar’s best practices and programs

• Support & Collaborate – Work closely with the support teams to address user questions and technical issues related to CRM, eCommerce, and other tools. Track user feedback and usage pain points and collaborate with IT and other stakeholders to prioritize and implement system enhancements or configuration changes that improve the user experience.
• Monitor & Analyze – Continuously monitor key usage KPIs and adoption metrics for CRM and digital tools (e.g., login frequency, feature utilization, sales process metrics). Analyze these trends to identify opportunities for increasing user engagement or areas where additional training and support are required. Data Governance – Ensure high-quality data and effective use of the CRM by performing regular content reviews. Inspect records and data entries to identify deficiencies such as incomplete information, long-running opportunities with no recent activity, or duplicate records. Proactively engage with users to correct data issues and reinforce best practices, maintaining the CRM as a reliable single source of truth for sales and customer information.
• Administer Systems – Take on administrative responsibilities within the CRM and related digital platforms. Manage user access and role settings, maintain configuration elements (sales territories, product and price lists, competitor data, etc.), and ensure that system configurations continue to meet the evolving needs of the sales organization. Work with IT on any advanced configuration or integration requirements, serving as the “power user” and subject matter expert for these tools.
• Engage & Communicate – Drive ongoing user engagement and enthusiasm for digital tools. Organize internal promotions, contests, and user recognition programs to celebrate successes and encourage active use of the CRM and eCommerce platforms. Produce regular communications – such as newsletters, SharePoint articles, email updates, and in-app announcements – to share tips, highlight new features, showcase success stories, and keep all teams informed of important updates.
• Coordinate Updates – Stay aligned with the latest developments and updates from Microsoft and other platform providers. Coordinate the deployment of new features and updates by working with the IT/CX team for testing and implementation. Prepare and distribute clear documentation and training on new features to ensure a smooth rollout and high user adoption. Act as a change agent to help the organization adapt to evolving digital tools and capabilities.

You can guide projects and influence others without formal authority, going above and beyond to drive results in technology adoption.

• You excel at breaking down complex problems, finding root causes, and devising practical, innovative solutions. You pay close attention to data accuracy and process steps, ensuring nothing falls through the cracks when it comes to training content or system data quality.
• You are empathetic to the needs and frustrations of sales teams and staff, and you go the extra mile to ensure they have a positive experience with the tools that help them succeed.
• You’re skilled at helping others see the value in new processes and technologies, and you can mitigate resistance by demonstrating benefits and providing support.
• Whether it’s mastering a new Power Platform feature or discovering a better training method, you are always seeking to expand your knowledge and skills.
• Whether it’s a one-on-one coaching session, a training workshop, or a report to executives, you communicate with clarity, confidence, and professionalism.

Excellent business acumen with a solid understanding of sales processes and customer relationship management in a B2B environment.

• Exceptional organization and time management capabilities to juggle multiple training programs, support tasks, and projects simultaneously while meeting deadlines.
• Strong analytical mindset and problem-solving skills, enabling you to interpret usage data and user feedback to drive continuous improvement.
• High emotional intelligence and empathy when dealing with end-users; 5+ years of experience in a sales enablement , training & development , CRM administration , or similar role supporting a sales or customer-facing team.
• 2+ years of experience leading or significantly contributing to digital adoption initiatives, change management projects, or technology implementation programs (experience in rolling out CRM or eCommerce platforms is a strong asset).
• Demonstrated ability to translate business needs into technical requirements or training solutions, acting as an effective liaison between business users and technical teams.
• Proven capability to communicate technical concepts and step-by-step processes in a clear, accessible manner to non-technical audiences.
• Experience working cross-functionally with both technical (IT, developers) and non-technical (sales, marketing, support) stakeholders, fostering cooperation and understanding.
• Familiarity with the electrical distribution, industrial B2B, or similar industry is an asset.
• Bilingual (English/French) is considered an asset, though not required.

Technical Requirements

• Basic knowledge of data analysis and reporting tools to track KPIs and generate insights (experience with creating dashboards or reports is a plus).
• Working knowledge with CRM systems.
• Experience with digital commerce/eCommerce platforms (for example, B2B webshop tools), with an understanding of how online sales portals integrate with CRM and sales processes.
• Familiarity with Microsoft Power Platform tools, particularly Power BI for analytics, Power Apps, or Power Automate, to leverage low-code solutions for business needs.
• Strong skills in standard business and collaboration software, including the Microsoft 365 suite (Excel, PowerPoint, Word) and SharePoint for creating and managing content.
• enthusiasm for exploring AI-powered tools or advanced analytics to enhance training content, user support, and data insights.

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Sonepar places the planet and diversity and inclusion at the core of its vision driving our business ethos.
Today, Sonepar is the leading distributor of energy-efficient products, pioneering the energy transition and making sustainability a priority. At Sonepar, we firmly believe that every action is crucial in safeguarding the environment, driving our commitment to a more sustainable future. We have accelerated our own transition to efficient generation and use of electrical energy across our business and champion the innovation of sustainable solutions in the market.
This commitment is tangible in our detailed Global CSR report, to learn more please visit .
Sonepar has been recognized as a Diversity Leader by the Financial Times’ 2024 Diversity Leaders ranking and was awarded GEEIS Certification in 2022. Diversity and Inclusion (D&I) is a central focus of our global, strategic impact plan. We value diversity and inclusion in the workplace because it allows us to better meet the needs of the communities we serve. It helps us foster greater creativity, breadth of experience, and it’s essential to our success as an organization. All qualified individuals, regardless of race, ethnic or national origin, colour, religion, sex, sexual orientation, age, marital status, neurodiversity, disability status, gender identity, veteran status or any other aspect which makes them unique are encouraged to apply.
For more information about our Inclusion and Diversity initiatives, please visit .
Accommodation is available to all applicants upon request.