Sales Manager - Western Canada

ROLE OVERVIEW

The Sales Manager (West)’s primary responsibility is to maximize the Company’s sales performance as measured by revenue, gross margin growth, and gross margin contribution in BC, Alberta, Saskatchewan, and Manitoba. Working across all product categories, this role reports to the General Manager and collaborates closely with Sales Operations and the Sales Manager (East) on Company-wide campaigns and national accounts with multi-region ship-to locations. The Sales Manager will set and lead in the achievement of quarterly and annual sales goals, cultivate new business opportunities, manage key customer relationships in the region, and direct the field sales team – comprising both employees and agents – in executing all sales strategies and campaigns. The role requires balancing operations and a hands-on approach with strategic planning.

KEY RESPONSIBILITIES & RELATIONSHIPS

Leadership & Performance Management

1. Manage, coach, and support the sales team across BC, Alberta, Saskatchewan, and Manitoba.
2. Develop annual sales targets, gross margin objectives, and operating budgets, ensuring clear communication of individual goals to each Sales Representative.
3. Foster a high-performance culture by driving active performance management through transparent sales data sharing, regular reviews, and ongoing activity coaching.
4. Elevate team capability by sharing market insights, proposing innovative ideas, and contributing directly to overall team development.
5. Proactively identify and resolve operational barriers to support individual and team excellence.
6. Ensure company policies, values, and standards of conduct are consistently understood and followed across the team.
7. Monitor and manage all sales-related expenditures and costs within budget parameters.
8. Provide continuous mentorship, assist sales reps in prospecting and recruiting new accounts, and implement corrective action plans to address performance gaps promptly.
9. Promote the use of sales tools and technologies, including Sales Hub, CRM platforms, Quote Hub, among others.

Customer & Territory Engagement

1. Maintain a deep understanding of the Company’s strategic direction and product range to assist the sales team in customizing value-driven customer solutions.
2. Build and sustain enduring executive-level relationships with key customer stakeholders and executive contacts.
3. Serve as an executive escalation point, collaborating cross-functionally to resolve complex customer issues promptly.
4. Maintain visibility and liaise with the territory's top customers, key accounts, and high-priority prospects.
5. Represent the Company in customer negotiations, contract agreements, and pricing structures.
6. Lead digital transformation by supporting the sales team in guiding existing customers through the transition to the Company’s B2B online portal.
7. Deliver accurate 30-60-90 day forecasts for territory revenue and margin values, including the annual budget.
8. Keep the General Manager informed of territory performance, market trends, and emerging opportunities or risks affecting revenue and profitability.

Senior Management & Cross-Functional Collaboration

1. Drive regional market engagement through prioritized promotional campaigns, trade shows, and industry events.
2. Coordinate cross-functionally with Marketing, Category Management, Accounts Receivable, and Customer Service to deliver sustainable growth while proactively managing credit and operational risk.

QUALIFICATIONS & REQUIREMENTS

Experience: 5–8+ years of progressive B2B sales management experience, preferably within wholesale import, consumer goods, or retail distribution networks. Experience working with employees, agents, and buying groups is required.

Education: Bachelor’s degree in Business, Marketing, or a related field (or equivalent practical experience).

Technical & Analytical Proficiency: Demonstrated proficiency with CRM platforms, ERP systems, SharePoint, and B2B e-commerce buyer portals. Must be highly analytical, data-driven, and comfortable extracting and using performance numbers to guide decision-making.

Travel: Ability to travel up to 30% across BC, AB, SK, and MB for key account meetings, industry trade shows, and field ride-alongs with sales reps. The role requires time-in-market.