VP, Sales Strategy & North American SPF

Reporting to the Senior Vice President, Sales & Marketing (SVP), the Vice President (VP) leads global sales strategy and the Canadian sales operations and logistics for North American SPF. The role oversees stakeholder relations, business planning, and market intelligence, while contributing to enterprise-wide strategic planning. The VP leads a high-performing Canadian sales and logistics team and collaborates with global sales leaders to develop and execute the annual strategic sales plan, strengthening market position and customer value.

A key member of the executive leadership team, the VP ensures alignment between sales strategy, market priorities, and overall business objectives. This role is also a designated succession candidate to the SVP, with evaluation focused on leadership capability, strategic thinking, and readiness to grow into the role.

Key Responsibilities

Sales, Marketing and Logistics:

• Lead sales and logistics operations for North American SPF, including planning, execution, and performance management.
• Develop and execute sales and marketing strategies across domestic and global markets.
• Oversee forecasting, budgeting, business planning, and price forecasts.
• Establish pricing strategies aligned with market conditions and inventory levels.
• Lead logistics and transportation to optimize delivery performance and profitability.
• Partner with mills and product teams to incorporate customer insights and enhance product value.
• Monitor market trends, policy developments, and competitor activity; provide insights to senior leadership.
• Represent the Company with customers, markets, and internal stakeholders (including travel as required).

Leadership:

• Set clear objectives, performance standards, and accountability for the team.
• Build and sustain a high-performing, ethical, and inclusive work environment.
• Develop and mentor senior leaders, including succession and talent planning.
• Drive operational efficiency, reporting improvements, and data-informed decision-making.
• Champion Canfor’s values, continuous improvement, and innovation.
• Strategic Planning
• Contribute to enterprise strategic planning, including short and long-term objectives.
• Deliver regular updates to the SVP and Board on performance and strategic progress.
• Provide strategic insight on key business decisions and transactions (M&A, divestitures, integration).
• Identify and mitigate business risks.

Defining Success

Critical success factors for the VP include:

• Build a strong understanding of Canfor’s operations, markets, and culture.
• Establish trusted relationships with the SVP, executive team, Board, and regional leaders.
• Lead and align Canadian sales and logistics teams with a collaborative, enterprise mindset.
• Deliver a clear and actionable sales and logistics strategy that drives market share and value.
• Strengthen customer relationships and external stakeholder engagement.
• Identify and implement improvements to sales and marketing effectiveness.

Professional Experience and Qualifications

• 20+ years of progressive leadership experience in the global wood products industry or related sectors
• Deep expertise in lumber, engineered wood products, or comparable commodities.
• Strong financial acumen and experience leading in cyclical markets.

Technical:

• Proven leadership in sales, marketing, and commercial strategy.
• Strong knowledge of global markets, supply dynamics, and competitive factors.
• Experience in pricing, negotiations, and stakeholder management.
• Strong abilities in strategic planning, budgeting, and performance management (including KPIs).
• Understanding of logistics, transportation, and supply chain coordination.
• Experience partnering with executive leadership and Boards.
• Strong analytical and technology skills to support data-driven decisions.

Professional and Personal Characteristics:

• Strategic, results-oriented leader with strong business judgment.
• Effective in both strategic and hands-on leadership contexts.
• Exceptional communication, influencing, and relationship-building skills.
• High integrity, accountability, and professionalism.
• Collaborative mindset with strong problem-solving and decision-making capabilities.
• Ability to manage complexity, competing priorities, and change.

The salary range for this position is: $250,000 - $275,000 + Executive Compensation

A detailed position profile is available. Interested and qualified individuals are encouraged to submit their resume in confidence to Sam Morris, Principal at Alexander Whitehead Executive Search, via email at sam@alexanderwhitehead.com.

Applications will be accepted until the position is filled. The initial review of applications will begin immediately.

We thank all applicants for their interest; however, only those selected for further consideration will be contacted.

The range provided is for base salary only. In addition to base salary, Canfor proudly offers its employees a comprehensive and competitive total rewards package. It features performance-based incentive plans, executive preventative health program, perquisite account, flexible benefits, paid leaves, executive pension plan, and robust health & well-being initiatives. Above all, we are proud to offer all our employees a value proposition that promotes diversity, equity and inclusion and fosters an environment where talent and performance is recognized and rewarded.