Vice President of Sales

Our client, a rapidly expanding Canadian natural foods manufacturer, is looking to add a
Vice President of Sales
to their growing organization. This is an incredibly exciting opportunity for a sharp, seasoned CPG sales professional to truly build and create a legacy within an on-trend and growing category that one can absolutely stand behind - very rare-to-find within today's CPG landscape

This posting is for an existing vacancy.

Please note that prior CPG sales leadership experience (ideally within food or beverage) is absolutely required for this role and only those candidates with this experience will be contacted. Thank you for your time and interest.

Position Summary

The VP, Sales will be accountable for accelerating revenue growth, increasing market penetration, and leading the company's sales organization. This position will manage sales strategy, execution, and performance reporting, while recruiting, developing, and coaching a high-performing sales team. The VP will act as a key strategic partner to the CEO and work cross-functionally to deliver effective go-to-market initiatives aligned with the company's broader objectives.

Strategic Leadership

• Partner in the creation of the three-year Strategic Plan, with a primary focus on sales strategy, and convert it into annual operating plans and ongoing performance targets.
• Design and implement end-to-end sales strategies that drive sustainable revenue growth and broader market reach.
• Establish, track, and evaluate sales KPIs to promote consistent results and accountability across the organization.
• Provide regular updates to the Chief Executive Officer regarding performance, growth opportunities, and potential risks.
• Advance account planning, account management, category management, and related tools to position the organization as a recognized market leader and "best-in-class" partner.
• Identify and pursue new customer targets and business opportunities by launching action plans to secure new accounts and maintaining a robust sales pipeline.
• Work closely with Product Development and Marketing teams to support the creation of new products and solutions for customers.

Sales Leadership

• Lead the execution of sales strategies designed to increase revenue and expand the company's footprint.
• Implement performance metrics and monitoring processes to ensure sales effectiveness and accountability.
• Communicate progress, challenges, and opportunities to the Chief Executive Officer on an ongoing basis.

Team Development & Management

• Recruit, lead, coach, and manage a high-performing sales team, including responsibility for hiring, onboarding, training, and corrective actions when required.
• Promote a culture centered on ownership, teamwork, and continuous improvement, while managing and overseeing the sales budget.
• Deliver continuous coaching and career development support to strengthen individual and team performance.

Client & Partner Engagement

• Build and sustain strong, long-term relationships with key customers, partners, and strategic stakeholders.
• Drive customer retention and satisfaction through proactive communication and engagement.

Market & Business Development

• Analyze market data, sales analytics, and customer insights to uncover emerging trends, evolving needs, and priority growth opportunities.
• Adjust sales approaches based on competitive intelligence, market conditions, and customer feedback.
• Lead business development efforts to expand into new markets and reinforce existing market positions.

Cross-Functional Collaboration

• Collaborate with marketing, product, and finance teams to ensure sales initiatives support overall business objectives.
• Support aligned and effective execution of go-to-market strategies.
• Share customer and market insights with product teams to inform development priorities.

Sales Operations & Forecasting

• Manage sales forecasting, pipeline oversight, and resource deployment to support growth objectives.
• Utilize data-driven analysis to enhance decision-making and sales performance.
• Maintain high standards of operational efficiency across sales processes and reporting.

Additional Responsibilities

• Perform other duties and responsibilities as assigned by senior leadership.

Requirements

• Post-secondary education required; MBA considered an asset.
• Five to seven years of success managing Canadian national or regional retail accounts within the food or CPG industry; U.S. market experience is an advantage.
• Proven experience leading sales teams and managing broker sales relationships.
• Established account relationships with a demonstrated ability to secure key meetings and access decision-makers.
• Foodservice industry experience is considered a plus.