Pure Fishing is a global leader in the fishing tackle industry, with a portfolio of iconic brands that includes Abu Garcia®, Berkley®, Fenwick®, Frabill®, PENN®, Pflueger®, Plano®, Savage Gear®, Shakespeare®, SpiderWire®, Ugly Stik®, and many more. The brands that came together to form Pure Fishing were founded by inventors and innovators responsible for many of the advancements in the fishing tackle industry that anglers worldwide benefit from today. Our team of industry-leading experts and our global network of operations and innovation hubs strive to find those next innovations and produce world-class products designed to delight our consumers, strengthen business for our customers, and build love for our brands globally.

But to us fishing is not just about business, it is about time shared with family and friends, for some the peace derived from time on the water or for others the thrill of the battle and satisfaction of the earned triumph, and for all that feeling you get with every catch. We are a passionate team hungry to win while dedicated to creating memorable experiences with our brands and products and helping anglers everywhere have more fun catching more fish. We want your next day on the water to be your best day on the water. At Pure Fishing we have high expectations for Execution , we strive to Empower our people every day, expect and encourage Authenticity .

Director, Canada Field Sales Location: Southern Ontario Canada

Are you a strategic sales leader with a passion for the outdoors and a strong track record in driving revenue, managing high-performing teams, and delivering sustainable business growth? As the Director, Canada Field Sales at Pure Fishing, you will lead national field sales efforts across Canada, guiding regional teams, building strong partnerships, and executing innovative strategies to grow our iconic portfolio of consumer brands.

This role requires a hands-on, dynamic leader with strong business acumen and deep experience in the dealer and distributor channel. You’ll be responsible for developing and executing sales strategies, coaching and developing Territory Managers, collaborating cross-functionally, and identifying key opportunities for growth across the Canadian market.

What You’ll Do

• Lead & Inspire – Provide direction and motivation to the Canadian Field Sales team. Foster a performance-driven, collaborative culture.
• Strategic Execution – Build and execute national sales strategies that align with company goals, delivering consistent, profitable growth across the region.
• Sales Forecasting & Planning – Lead annual sales planning and forecasting efforts in partnership with leadership, finance, and supply chain teams.
• Pipeline Growth – Identify and pursue new business opportunities through market audits, competitor analysis, and close collaboration with product and marketing teams.
• Customer Development – Build and maintain strong relationships with key dealers, distributors, and retailers. Ensure satisfaction, loyalty, and alignment with Pure Fishing’s strategic objectives.
• Cross-Functional Collaboration – Work closely with Marketing, Product Management, and other internal teams to align initiatives and ensure market success.
• Financial Accountability – Own the region’s P&L performance. Meet volume, margin, and profitability targets.
• Team Development – Mentor and coach your sales team, identifying growth opportunities, training needs, and succession planning.
• Reporting & Insights – Analyze sales data and trends, deliver actionable insights, and present regular updates to senior leadership.

What Makes You a Great Catch

• 8+ years of progressive sales experience in the consumer products industry, ideally in the outdoor or fishing sector.
• Proven success in managing field sales teams and developing regional/national strategies.
• Bachelor’s degree required; MBA preferred.
• Strong leadership and coaching skills with the ability to influence cross-functional teams.
• Excellent communication, negotiation, and presentation abilities.
• Demonstrated financial acumen with experience managing budgets, P&Ls, and KPIs.
• Proficiency in Microsoft Office, Salesforce, SAP, and data analysis tools.
• A solid understanding of the recreational fishing landscape in Canada, including regional trends, customer behaviors, and industry dynamics.
• Passion for fishing and the outdoor lifestyle a big plus!

Why You’ll Love It Here

• Lead a passionate and results-oriented sales team within a globally recognized outdoor brand.
• Shape the direction of Canadian field sales in a highly visible, high-impact role.
• Work in a dynamic and collaborative environment that encourages innovation and growth.
• Travel across beautiful Canadian territories to build meaningful relationships with partners and customers.
• Enjoy a flexible, performance-based culture with opportunities to grow your career.

Pure Fishing is THE global leader in the fishing tackle industry, with a portfolio of iconic brands that includes Abu Garcia, Berkley, Fenwick, Penn, Pflueger, Shakespeare, SpiderWire, and Ugly Stik. Our team of industry-leading experts and our global network of operations and innovation hubs produce world-class products designed to delight our customers and exceed the needs of anglers worldwide. But fishing to us is not just about business, it is about time shared with family and friends, time on the water, excitement and the environment. We are a passionate team dedicated to creating memorable experiences by helping anglers everywhere have more fun catching more fish.