Director of Sales and Marketing

Reporting to the Chief Operating Officer, the Director of Sales & Marketing provides strategic leadership for the organization's sales and marketing functions, driving revenue growth, profitability, and market expansion through commercial excellence, customer-centric strategies, and product innovation. This strategic Sales Director leads high-performing teams, leverages customer and market insights to identify growth opportunities, and develops integrated sales and marketing initiatives that strengthen brand recognition, increase demand, and create long-term value for customers and channel partners.

The position includes a base salary, incentive plan, pension and full benefits. Relocation assistance will also be provided for candidates outside of Kelowna, BC.

Responsibilities:

• Direct a high-performing team of sales and marketing professionals focused on revenue growth, profitability, and customer engagement.
• Develop and execute commercial strategies to drive revenue, improve EBITDA, and strengthen market position through sales excellence, marketing, and product innovation.
• Unite regional sales teams under a customer-first approach, improving collaboration, accountability, and execution.
• Design and implement demand generation strategies targeting contractors, builders, distributors, and end users.
• Strengthen strategic partnerships with distribution channels through joint business planning, customer engagement, and value-added initiatives.
• Build and enhance marketing capabilities to increase brand awareness, customer preference, and market visibility across multiple channels.
• Establish best-in-class sales processes, performance metrics, pipeline management, forecasting disciplines, and sales management cadence.
• Lead strategic account planning for major distribution partners and buying groups, driving account growth and long-term customer relationships.
• Leverage customer insights and market intelligence to identify growth opportunities, improve the customer experience, and inform commercial strategy.
• Develop pull-through demand programs, sales enablement tools, and co-marketing initiatives to support channel partners and accelerate specification opportunities.
• Direct integrated marketing strategies, digital initiatives, content development, and brand positioning aligned with commercial objectives.
• Collaborate cross-functionally with operations, product management, and executive leadership to identify, prioritize, and commercialize new product and service opportunities.
• Manage innovation pipelines by translating customer and market insights into profitable growth initiatives.
• Optimize commercial performance through pricing strategy, product mix improvements, channel management, and marketing ROI analysis.
• Drive measurable improvements in revenue growth, gross margin, EBITDA, pricing realization, and account performance.
• Build organizational capability through coaching, leadership development, succession planning, and talent management.
• Lead organizational change initiatives that improve cross-functional collaboration, commercial execution, and customer focus.
• Utilize CRM and ERP systems to support sales operations, customer management, reporting, and business performance.
• Develop long-term commercial strategies while balancing strategic planning with hands-on execution.

Qualifications:

• 10+ years of progressive leadership experience in the forestry, lumber, wood products or building materials sector.
• Demonstrated success leading sales organizations and scaling high-performing commercial teams.
• Proven track record of driving revenue growth, profitability, and EBITDA improvement through strategic commercial initiatives.
• Extensive experience selling through distribution channels, including two-step distribution models.
• Strong background in strategic account management, channel development, and customer relationship management.
• Experience developing and executing integrated sales and marketing strategies that increase brand awareness and customer preference.
• Proven ability to identify, develop, and commercialize innovation opportunities that drive revenue, margin, and market share growth.
• Strong understanding of contractor, builder, dealer, and distribution channel dynamics.
• Experience leading organizational change, aligning cross-functional teams, and fostering a high-performance culture.
• Proficient with CRM and ERP systems to support commercial operations and business analytics.
• Experience with pricing strategy, value-based selling, product portfolio management, and commercial performance optimization.
• Skilled at translating customer and market insights into actionable business strategies.
• Demonstrated ability to coach, mentor, and develop future leaders while implementing succession planning initiatives.
• Strong commercial acumen with expertise in pricing, margins, channel strategy, and profitability management.
• Strategic thinker with the ability to execute tactically in fast-paced, growth-oriented environments.
• Recognized for collaborative leadership, customer focus, innovation, and results-driven decision-making.

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