Senior Manager, B2B Sales

Brother is a leading provider of home and office equipment, sewing and crafting products, and industrial solutions. With a legacy spanning over 115 years, our brand is renowned for producing award-winning printers, sewing machines, P-touch labelers, and more. Brother Canada was established in 1960, marking over 65 years of operations. Brother Canada is headquartered in Dollard-des-Ormeaux, Quebec and is a wholly owned subsidiary of Brother International Corporation (BIC), based in the United States. BIC is in itself a subsidiary of Brother Industries Limited (BIL), which was founded in 1908 in Nagoya, Japan and operates in more than 30 countries worldwide.

Why Work at Brother?

At Brother Canada, we’re more than a team; we’re a community guided by our culture drivers of Accountability, Authenticity, Excellence, and Boldness. We foster collaboration, growth, and work-life balance through flexible hours, hybrid work options, wellness subsidies, learning and development, recognition programs, and employee discounts. With roots in Montreal since 1960, we embrace continuous improvement and a culture of “Challenging Spirit,” offering stability while delivering a superior customer experience.

Role Overview

Reporting to the Director, B2B Sales, the Sr. Manager – B2B Sales is responsible for driving revenue growth through a team dedicated to B2B Resellers, Distribution and legacy Catalog Divisions of Brother Canada. You are a results-driven sales leader who demonstrates a challenging spirit and can lead and coach a team of top sellers. You thrive on building strong relationships both with partners and by cross-collaborating with other departments. You leverage your influence and persuasive communication skills to influence and work through others to execute sales strategies to achieve results.

Duties & Responsibilities

Partner strategy, recruitment & growth

• Lead and coach partner recruitment strategy including identification, qualification, and onboarding
• Accelerate partner growth using structured programs, incentives, and enablement
• Build senior-level relationships within key partners to influence long-term commitment, including visiting partner sites and attending events
• Own partner segmentation and tiering strategy
• Serve as the primary business sponsor for top national and strategic partners.
• Accountable for achieving national revenue, gross profit, market share and strategic growth targets through B2B reseller, distribution, and catalog channels

Sales team leadership & performance management

• Lead, coach, and performance-manage a team of experienced B2B sellers
• Develop talent and bench strength
• Foster a strong, collaborative, and accountable team culture
• Drive consistent sales cadence including pipeline reviews, forecast discipline, business reviews

Cross-functional leadership & influence

• Act as the internal voice of the sales channel, gathering intel and providing insights to influence product planning and marketing on the B2B program.
• Translate market and partner feedback into actionable insights
• Provide regular communication and reporting to ensure alignment between sales execution and strategic sales initiatives.

Investment, MDF & program ownership

• Own MDF allocation and partner investment decisions
• Collaborate with Product Planning to design scalable partner incentive and enablement programs, evaluate program ROI, and course correct as needed.

Distribution & channel management

• Develop and manage distribution strategy and relationships
• Understand distribution economics and channel dynamics
• Identify and mitigate channel risks and opportunities

Operational excellence & execution

• Own sales operations execution at the national level
• Translate strategic initiatives into clear operational plans
• Provide accurate forecasting, reporting, and business insight, enabling leadership to make informed, timely decisions
• Any other work, duties, projects or ad hoc requests as assigned

Experience & Qualifications

Education

• University degree in Business or related field

Experience

• 8–12 years of B2B sales experience
• 3–6 years leading and managing experienced sellers
• Experience managing complex, value-based sales cycles
• Metrics-driven sales management experience with a focus on achieving business objectives
• Experience leading both field-based and internal sales functions within a B2B environment
• Experience in developing client-focused, differentiated, and achievable solutions
• Solid background in performance management

Technical skills