Director of Sales, Field Sales & Independents

Company Overview

Tree of Life Canada ULC is dedicated to fostering an inclusive workplace that values diversity and supports individuals with disabilities. We ensure accessibility and accommodations during the interview process to enable full participation.

Role Overview

The Director of Sales for Field Sales & Independents leads the national field sales operations across Canada's independent grocery and regional accounts. This leadership role drives revenue, volume, and market share growth throughout territories including British Columbia, the Prairies, Ontario, Quebec, and Atlantic Canada. Success depends on developing a high-performing, effectively routed field team, maintaining disciplined trade and pricing strategies, and balancing the needs of independent retailers with overall company profitability. The role integrates strategic planning with hands-on execution in a dynamic consumer packaged goods environment, promoting commercial excellence and cross-functional teamwork.

Key Responsibilities

• Develop and implement the annual and long-term sales strategy aligned with corporate goals for independent and regional account channels.
• Manage channel results by driving revenue, volume, net sales, and gross margin targets across all designated territories and accounts.
• Oversee sales forecasting and territory P&L, proactively addressing performance gaps.
• Apply uniform pricing and freight surcharge policies considering costs, inflation, and market competition.
• Identify and pursue new opportunities including account acquisition, distribution expansion, and product assortment growth within independent grocery banners.
• Design territories, set call frequency standards, and optimize routes for efficient account coverage balancing cost-to-serve.
• Set and monitor clear call coverage performance indicators that enhance productivity per sales representative and territory.
• Ensure superior retail execution encompassing distribution, shelf presentation, promotional compliance, and timely product placement.
• Build and maintain executive-level relationships with key independent operators, banner groups, and regional clients.
• Negotiate agreements covering pricing, trade spend, promotions, and joint business planning.
• Represent Tree of Life in industry associations, trade shows, and channel events within the independent grocery sector.
• Manage customer service requirements including compliance, chargebacks, and adherence to the Grocery Code of Conduct.
• Recruit, coach, and inspire a geographically dispersed, high-performing field sales team with clear goals and accountability.
• Develop succession plans and enhance selling capabilities team-wide fostering a collaborative and value-driven culture.
• Collaborate closely with Brand Management, Supply Chain, Finance, Demand Planning, and Operations to ensure seamless execution.
• Contribute sales insights to sales and operations planning, demand forecasting, supply prioritization, and inventory sell-down initiatives.
• Monitor territory performance using syndicated and internal data sources to inform decision-making and foster an evidence-based culture.
• Report results, risks, and opportunities to senior leadership with actionable recommendations.
• Participate in food safety initiatives including Safe Quality Food (SQF) programs.

Qualifications and Skills

• Bachelor's degree in Business, Marketing, or a related discipline; MBA preferred.
• Over 10 years of progressively responsible sales experience within CPG/FMCG sectors, including leadership of field sales teams.
• Proven background in Canadian independent grocery and regional retail accounts; experience with distributors is advantageous.
• Strong expertise managing remote, multi-territory sales forces.
• Robust commercial and financial knowledge encompassing trade spend, pricing, freight recovery, and promotions.
• Familiarity with route planning, call coverage models, and CRM or retail execution software.
• Excellent negotiation, presentation, and relationship management skills.
• High energy with the ability to multitask and lead complex projects alongside daily operations.
• Decisive leadership balanced with sensitivity to organizational priorities.
• Willingness and ability to travel regularly across assigned regions; valid driver's license required.

Success Indicators

• Reliable achievement of revenue, volume, and profitability objectives across all field territories.
• Improved call coverage metrics, increased route efficiency, and optimized cost-to-serve ratios.
• Consistent application of disciplined pricing and freight surcharge policies.
• Enhanced partnerships with independent retailers and active participation in the trade community.
• Establishment of a motivated, capable, and accountable sales team with strong succession planning.

Compensation and Benefits

The base salary range for this position is from 104000 CAD to 156000 CAD annually. Exact salary within this range will be determined based on experience, skills, and internal equity. This role forms part of a comprehensive Total Rewards package, including flexible benefits and wellbeing programs. Eligibility for an annual bonus tied to company and individual performance is also included.

Additional Information

• Reference checks will be conducted and considered in the hiring decision process.
• Tree of Life Canada is committed to accessible interviews and will provide accommodations as needed.