Vice President of Sales and Marketing

Original job posting

Lead the company’s commercial strategy and oversee sales, marketing, national accounts, trade marketing, and key account strategy to drive revenue, market share, and brand growth. Develop and execute annual plans, manage budgets and pricing, guide teams, and collaborate across functions to support launches, forecasting, and profitable retail performance.

Job details

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

What you’ll do

Lead the company’s commercial strategy and oversee sales, marketing, national accounts, trade marketing, and key account strategy to drive revenue, market share, and brand growth. Develop and execute annual plans, manage budgets and pricing, guide teams, and collaborate across functions to support launches, forecasting, and profitable retail performance.

Requirements

Requires proven sales leadership experience, including at least five years in higher-level leadership, and a verifiable record of developing successful business strategies. Candidates should have experience with major Canadian retailers such as LCL, Sobeys, Metro, Walmart, Pattison, and Costco, along with strong negotiation, innovation, and problem-solving abilities.

Benefits

• Bonus
• Stock Options

Listed skills

• Negotiation · Preferred
• Business development · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Sales Leadership
• Marketing Leadership
• Sales Strategy
• Brand Development
• Market Expansion
• National Account Management
• Trade Marketing
• Key Account Strategy
• Pricing Strategy
• Promotional Strategy
• Budget Planning
• Category Strategy
• Customer Relationship Management
• Negotiation
• Business Development
• Team Coaching and Mentoring

Job areas

• Sales
• Marketing
• Management & Leadership
• Retail
• Food & Beverage