Introduction

Our Client, a leading premium protein company within the Food & Beverage space, is looking for an experienced professional who has worked with case-ready and value-added protein to look after part of their Eastern Canada region.

Reporting to the VP Sales, Canada, the Sales Director is responsible for the Company's sales, marketing, market development, and customer service activities for Quebec/Atlantic, and manages sales staff in fulfilling these responsibilities.

This role is accountable for providing leadership, developing and implementing sales strategy, and monitoring, analyzing, and achieving retail, food service, and trade sales goals as measured against agreed to plan to achieve and maximize short and long-term margin, volume, and market retention/penetration goals for the Company's product lines. The Quebec/Atlantic Sales Director works closely with the North American sales and marketing teams to meet shareholders' expectations in terms of growth, returns, customer service, and company values while maintaining certainty of the client's product supply to all customers in the region. This position also works closely with the Plant Management Team to ensure accurate planning for production and customer fulfillment.

Responsibilities

• Sales Strategy: Works closely with the VP Sales, Canada, and the sales and marketing team to develop annual strategies focused on enhancing service to both existing and new retail, food service, and trade customers in the Quebec and Atlantic regions.

• Sales and Marketing: Collaborates with the VP Sales to create comprehensive annual sales and long-term marketing plans, oversees all operational sales plans, manages the complete sales cycle from prospecting to implementation, and ensures promotional materials meet local requirements.

• Leadership: Leads a high-performing team focused on meeting organizational targets, sets KPIs for direct reports, monitors performance, and ensures robust reporting systems. Regularly updates the VP Sales on key issues and addresses any performance deviations.

• Customer & Distribution Management: Builds and strengthens relationships with major accounts, manages key client relationships, and actively engages with industry counterparts to maintain profitable and sustainable customer connections.

• Product Availability & Distributor Relations: Collaborates with the North American procurement team to align inventory with customer demand, communicates planned promotions, and works with logistics to ensure timely and efficient product distribution.

• Performance Monitoring: Ensures the sales team meets all financial, customer, and product goals, manages accounts receivables, prepares monthly reports, and supports team professional development. Keeps VP Sales informed of any critical market developments.

• Business Development: Identifies and assesses new business opportunities, engages with stakeholders to validate growth potential, and monitors market trends and competitor activities to support strategic company growth.

Qualifications

• College degree or equivalent
• 8+ years' experience as a sales leader developing and implementing sales strategy in a sizeable North American meat manufacturer or distributor, where international supply and distribution expertise is key
• Previous experience in retail fresh and frozen protein sales, preferably beef, and previous experience selling to major retailers, such as Metro, Loblaw's, Costco or Walmart; food service experience with Gordon Food Service and Sysco, an asset
• Understanding of case ready retail ready further processed meat processing capabilities
• Demonstrated skills in strategic demand planning and execution. Displays strong commercial acumen. Analyses key drivers, opportunities, and competitive advantages to develop and execute on strategies to benefit the Company's business.
• Able to develop and convert strategic business relationships into valuable business. High degree of expertise in contract negotiation, structuring, setting, and managing sales quota and revenue goals
• Understands and has appropriate relationships and a track record of securing supply to ensure fulfillment of customer needs
• Proven ability to plan marketing strategy and promotional and advertising campaigns, across all media and platforms
• Demonstrated leadership in serving customer needs while maintaining the highest possible standards
• Fluent in English (verbal and written)
• Leads by example; demonstrates professionalism throughout the organization and is a credible and trustworthy person who holds the respect and loyalty of all stakeholders; provides clear expectations and direction; has tenacity in pursuing goals and ensures that team and personal goals align with and contribute to the attainment of Company goals

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