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National Channel Manager

2 weeks ago

Toronto, Ontario, Canada WellMore Holdings Full time $125,000 - $135,000 per year

About Wellmore Holdings

Wellmore Holdings owns and operates a portfolio of clean, fast-growing brands across several health and wellness categories, including sports nutrition, plant-based protein, collagen, teas, and superfoods. Owned by WM Partners, the Wellmore portfolio of brands includes Vega, Great Lakes Wellness, Jade Leaf Matcha, and FGO (From Great Origins).

Wellmore is committed to making clean, great-tasting products that improve the health and wellbeing of our consumers and the planet It is the people that make us who we are: a diverse community of ambitious humans working tirelessly to make a positive impact on the planet, on people, and on the communities, we live in. Learn more at

About the Role

We are seeking a highly skilled and dynamic National Channel Manager – Grocery & International to oversee and expand the growth of our grocery channel (Save On Foods & Sobeys (all banners) for all brands. As well, this individual will manage our Great Lakes Wellness Collagen business in the EU/UK/AU and our Vega business in Mexico and China. This role will be responsible for driving sales, building strong relationships with grocery retailers, and developing strategies to enhance brand visibility and market share in grocery stores across the country. The ideal candidate will have considerable experience in the grocery industry, a deep understanding of channel dynamics, and a passion for driving results.

What You'll Do

  • Develop and lead a national grocery sales strategy to drive brand growth, expand distribution, and achieve revenue and forecast targets.
  • Build and nurture partnerships with national, regional, and independent grocery retailers, ensuring strong product placement, impactful promotions, and long-term collaboration.
  • Negotiate contracts and trade agreements that secure favorable terms while protecting margins and supporting sustainable growth.
  • Deliver on sales performance goals by tracking results, analyzing KPIs (Nielsen, IRI, ROI, consumption data), and implementing corrective actions to exceed targets.
  • Ensure retail execution excellence through planograms, in-store displays, promotions, pricing integrity, and AMPS/4Ps compliance.
  • Collaborate cross-functionally with Marketing, Supply Chain, Finance, and Product teams to align campaigns, launches, inventory, and trade spend management.
  • Manage trade spend budgets and deductions effectively to achieve sales targets and maximize ROI.
  • Stay ahead of market trends by monitoring competitors, consumer preferences, and product innovations to identify growth opportunities.
  • Pursue incremental growth through new grocery channels, regions, and emerging retail opportunities.
  • Represent the company at customer trade shows and national meetings, strengthening our brand presence and customer relationships.

What You Will Bring

Required Qualifications

  • Bachelor's Degree in Marketing or Business (or equivalent experience).
  • 5+ years of CPG sales experience in a national grocery capacity, with proven success managing corporate category managers/buyers and growing channel sales.
  • Strong track record of delivering sales results and exceeding targets.
  • Strong analytical and data-driven skills, with experience using Nielsen, IRI, or similar tools to identify trends and implement strategies.
  • Demonstrated strategic thinking, creativity, and problem-solving ability.
  • Strong negotiation, communication, presentation, and interpersonal skills to collaborate effectively with retailers and internal teams.
  • In-depth knowledge of the grocery retail landscape.
  • Highly organized with strong project management skills; able to manage multiple priorities in a fast-paced environment.
  • Proficient in Microsoft Office Suite (Excel, PowerPoint, Word) and CRM tools (e.g., Salesforce).

Preferred Qualifications

  • Experience working directly with Sobeys.
  • Familiarity with trade marketing, shopper insights, and promotional strategies within the grocery sector.
  • Knowledge of the drug retail landscape in addition to grocery (national chains, regional retailers, and independents).

PERKS & BENEFITS

Join us in helping people be well, more You will have the opportunity to work with sharp, motivated humans working to make a positive impact on the planet, on people and on the communities we live in. Some of our benefits & perks for full-time employees include:

  • Comprehensive Health Benefits
  • 401K with a generous match
  • Generous Paid Time Off and Holidays
  • Telemedicine & Employee Assistance Program (EAP) resources
  • Paid Parental Leave (primary & non-primary)
  • Short-term and Long-term disability
  • Education, Fitness & BeWell Flex Funds
  • Rewards & Recognition (Bucketlist, Wellie Awards & Employee of the Month)
  • Employee Referral Program
  • Free Product across all brands

The annual base salary range for this position is $125,000-$135,000 CAD/year. The actual annual base salary offered may be adjusted based on a variety of factors, including but not limited to: location, education, skills, training, and experience. This position may also be eligible for an annual discretionary bonus.

Applicants for employment in the US must have work authorization that does not now or in the future require sponsorship of a visa for employment authorization in the United States. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, disability status, age, sexual orientation, gender identity and expression, marital status, or any other legally protected factor. Wellmore is committed to offering reasonable accommodation to job applicants with disabilities. Wellmore does not accept unsolicited agency resumes and is not responsible for any agency fees related to unsolicited resumes.