Role overview

Role: Vice President of Sales & Marketing
Work Location: WFH anywhere in Canada
Industry: CPG - Fresh

About the role
The VP of Sales & Marketing is responsible for leading the company’s full commercial strategy, driving revenue growth, brand development, and market expansion across the retail channel. This role oversees national account management, trade marketing, and is responsible for shaping the new Key Account strategy to ensure strong execution and profitable performance.
The VP builds and executes annual sales and marketing plans, manages pricing and promotional strategy, and partners cross‑functionally with Operations, Finance, Supply Chain, and R&D to support innovation launches and forecast accuracy. They analyze syndicated data and retailer POS to shape category strategy, strengthen customer relationships, and identify new distribution opportunities.

Running of high‑performing sales and marketing teams, oversees budget planning, and ensures brand consistency across campaigns, packaging, digital, and shopper marketing. Ultimately, the VP owns the company’s go‑to‑market strategy and is accountable for delivering growth, market share, and a strong brand presence.

Responsibilities Include:

Coach and mentor sales & marketing employees
Lead the development and execution of measurable sales strategies
Recommend improvements to current systems
Oversee departmental budgets to ensure goals are met and surpassed
Ensure all customer interactions represent the company’s values

Qualifications Include:

Proven sales leadership experience, with five years of higher-level leadership experience
LCL, Sobeys, Metro, Walmart, Pattison and Costco in your wheelhouse of experience
Solid and verifiable track record developing new business strategies and generating results
Strong negotiator, innovator and problem-solver

Compensation: $185k - $235k+ bonus + significant options package