Regional Sales Manager- TOLC

Regional Sales Manager - TOLC

Tree of Life Canada

Overview

Tree of Life Canada ULC is an Employer who strives to provide an inclusive work environment that involves everyone and embraces the diverse talent of its people. We are committed to meeting the needs of persons with disabilities. If selected for an interview, we will be happy to work with you to ensure your interview is accessible and accommodation is provided. When your interview is being scheduled, please advise the Recruiter of how we might be able to support your participation.

NOTE: Reference checks will be conducted for potential candidates and the information collected will be used in making the final hiring decision.

Primary Responsibilities

The Regional Sales Manager (RSM) is responsible for leading and managing a team of District Sales Managers and Field Sales Representatives within an assigned region to deliver sales growth, execute retail programs, and build strong relationships with independent and chain grocery customers. This role drives the achievement of sales targets, market share growth, and operational excellence while upholding company standards and strategic priorities. As with all positions at Tree of Life Canada we expect that all actions will be consistent with Tree of Life Canada’s Mission, Vision and Values.

Position Accountabilities – Essential Functions

• Lead, coach, and develop District Sales Managers and their teams to achieve sales revenue, margin, and distribution targets.
• Build and maintain strong relationships with key independent and regional chain accounts, acting as a primary contact for escalated issues and strategic negotiations.
• Collaborate cross-functionally with operations, brand, finance, and supply chain teams to ensure customer satisfaction and service excellence.
• Develop and implement regional sales plans aligned with company objectives and customer needs.
• Analyze market trends, competitor activities, and customer performance to identify growth opportunities and proactively adjust strategies.
• Monitor and report on key sales metrics, providing regular updates and insights to senior leadership team.
• Ensure effective execution of in-store merchandising standards, promotional programs, and planograms.
• Lead regular business reviews with key accounts and support business development initiatives within the region.
• Oversee recruitment, training, and performance management of the regional sales team.
• Strategically assign territories based on market potential, schedules, and volume to ensure balanced coverage.
• Develop and manage sales budgets; monitor expenses and implement strategies to achieve revenue targets while maintaining cost efficiency.
• Implement new business development opportunities through prospecting.
• Champion the adoption of company systems, processes, and best practices to drive efficiency and consistency across the region.
• Other projects or duties as assigned.

Experience And Qualifications Required – Minimum Requirements, Qualifications, Additional Skills, Aptitude

• Minimum 5–7 years of progressive sales management experience in the food sector, grocery distribution, or consumer packaged goods industry, preferably within the Canadian market.
• Proven track record of leading high-performing field sales teams and achieving sales targets.
• Bachelor’s degree in business, Sales, Marketing, or a related field is preferred.
• Strong knowledge of the Canadian grocery retail landscape, including independent and regional chain banners.
• Excellent communication, negotiation, and relationship-building skills.
• Analytical and strategic thinker with strong business acumen.
• Ability to work effectively in a fast-paced, customer-focused environment.
• Proficiency in MS Office Suite; experience with CRM and sales reporting tools an asset.
• Valid driver’s license and ability to travel extensively within the assigned region.

Seniority level

Director

Employment type

Full-time

Job function

Sales and Business Development

Industries

Food and Beverage Services

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