Vice President of Sales for Canada

Purpose Statement

The Vice President, Sales - Canada serves as the senior functional sales leader for the Canada Market, accountable for delivering sales execution excellence and sustained revenue growth across all Canadian sales channels. This role drives customer-centric growth strategies, builds a future-ready sales organization, and partners closely with the VP, Canada Market (BU) and SVP to translate market strategy into disciplined execution and results. 

Key Accountabilities and Outcomes

Sales Growth & Execution

· Deliver and exceed revenue, volume, and growth targets across all Canada sales channels.

· Own sales execution within market strategy, financial guardrails, and priorities established by the VP, Canada Market (BU) and SVP.

· Drive disciplined pipeline management, forecasting accuracy, and execution rigor.

Sales Organization Leadership

· Lead the Canada Sales organization, including National Sales Managers and field sales teams.

· Serve as the senior functional leader for Sales in Canada, setting clear expectations, standards, and performance accountability.

· Build bench strength and succession readiness across the Sales organization.

Customer & Channel Leadership

· Develop and maintain strong senior-level relationships with strategic customers

· Drive customer growth plans rooted in customer centricity, joint value creation, and execution excellence.

· Expand presence and penetration in emerging and under-developed channels (e.g., Discount, Club, HMR, Industrial).

· Command a strong external presence across Foodservice, Retail, and alternative channels.

Capability Building & Future Readiness

· Develop sales capabilities through coaching, talent development, and continuous upskilling.

· Advance adoption of Salesforce, AI-enabled selling tools, and improved forecasting and analytics.

· Strengthen commercial discipline across pricing, margin management, and bid governance.

Culture & Leadership

· Cultivate a high-performance, highly engaged sales culture with a strong growth and execution mindset.

· Actively lead culture shifts aligned with enterprise values and performance expectations.

· Serve as an active member of the Canada Leadership Team (CLT), demonstrating high energy, collaboration, and results orientation.

Knowledge, Skills, and Experience

· Bachelor’s degree required; Business, Marketing, or related field preferred.

· Minimum 10+ years of progressive sales experience within Foodservice or broader food industry, with demonstrated success driving top-line growth.

· 7+ years of senior sales leadership experience, leading multi-level, geographically dispersed teams across multiple channels.

· Proven expertise in P&L ownership, revenue growth management, pricing strategy, margin optimization, and disciplined commercial execution.

· Demonstrated ability to set and execute market-level sales strategies while operating within enterprise financial and strategic guardrails.

· Strong executive presence, with the ability to influence at the Executive level with customers, partners, and internal stakeholders.

· Highly effective negotiation, presentation, and strategic communication skills, with a track record of closing complex, high-value agreements.

· Demonstrated success leading through change, building high-performance sales cultures, and delivering results in matrixed environments.

· Recognized as a bona fide sales leader with the credibility, customer command, and execution rigor required to drive accelerated growth within the Canada Market/BU.

SCOPE INDICATORS

· Full accountability for Canada sales performance, including revenue, volume, and growth delivery.

· Leadership responsibility for the Canada Sales organization, including National Sales Managers and field teams.

· Direct influence on customer strategy, channel prioritization, pricing execution, and commercial performance.

· Key contributor to Canada Market/BU leadership decisions and enterprise growth initiatives.

PHYSICAL REQUIREMENTS

· Ability to travel extensively and work in customer, operator, and field environments.

· Ability to stand or walk for extended periods during customer visits, trade shows, and foodservice events.

· Ability to sit for extended periods while traveling or working in office settings.

· Ability to conduct visual inspections and review materials and data in various settings.

Travel required – 25%-30% #LI-HM1 #CORP123