Hiring Requirements:The Director, Field Sales is accountable for executing Bimbo Canada's commercial and frontline sales strategy across an assigned region(s).This role owns regional performance, including sales execution, customer service, operational alignment, and the evolution of distribution and go-to-market models.
This leader will build and lead a high-performing, agile organization focused on sustainable growth, execution excellence, cost optimization, and continuous improvement. Success in the role requires the ability to translate strategy into disciplined frontline execution while fostering a culture of accountability, safety, collaboration, and ownership.
Key Responsibilities:Safety & Operational Discipline
- Champion a strong safety culture and ensure compliance with all policies, procedures, and standards.
- Reinforce accountability for safe behaviours, risk mitigation, and operational discipline across all activities.
Commercial Leadership & Business Ownership
- Serve as the senior regional sales leader accountable for business performance and execution.
- Own the regional P&L, ensuring delivery of financial targets, productivity and volume objectives, and strategic commitments.
- Drive sustainable growth, market share, and customer satisfaction across all channels.
- Embed disciplined performance management through KPIs, scorecards, and regular business reviews.
DSD & Go-to-Market Transformation
- Lead continuous improvement of the DSD model, in-store execution, and service performance.
- Drive initiatives that optimize distribution efficiency, reduce costs, and improve service levels.
- Advance route-to-market strategies, channel optimization, and category growth.
- Ensure adoption of systems and tools that strengthen forecasting, merchandising, and execution.
Independent Distributor & Franchisee Leadership
- Accountable for the performance, engagement, and sustainability of the independent distributor network.
- Build strong, trust-based relationships aligned to company strategies and operating standards.
- Ensure full compliance with contractual, legal, and governance frameworks.
- Drive accountability through clear KPIs, structured reviews, and consistent standards.
Cross-Functional Alignment
- Partner with Operations, Supply Chain, Distribution, Marketing, and Customer Sales to deliver service excellence.
- Align commercial priorities with operational capability to meet customer commitments.
- Contribute to strategic initiatives, transformation efforts, and continuous improvement programs.
Customer & Execution Excellence
- Deliver best-in-class execution across merchandising, promotions, service levels, and customer engagement.
- Translate national strategies into practical and scalable regional execution.
- Reinforce execution standards and ensure accountability at all levels.
Talent & Leadership Development
- Build and develop high-performing teams through coaching, succession planning, and capability development.
- Foster a culture of accountability, collaboration, and continuous improvement.
- Ensure clear performance expectations and consistent follow-through.
Experience & Education:- 10+ years of leadership experience in DSD, CPG, or related industries.
- Proven experience managing regional performance and P&L accountability.
- Strong understanding of retail, foodservice, and distribution operations.
- Expertise in DSD models, merchandising, route optimization, and sales execution systems.
- Experience leading transformation, change management, and go-to-market evolution.
- Strong financial and analytical acumen, with the ability to leverage data and KPIs to drive decisions.
- Experience working within unionized manufacturing and distribution environments is considered an asset.
- Bilingualism (English/French) is a strong asset.
Leadership CapabilitiesAccountability & Ownership
- Drives clear expectations, disciplined follow-up, and consistent delivery of results.
- Takes ownership of decisions, outcomes, and continuous improvement.
Strategic & Operational Execution
- Translates strategy into actionable frontline execution with measurable business impact.
- Balances long-term thinking with operational discipline.
People Leadership
- Builds, develops, and retains high-performing teams.
- Creates an inclusive, high-performance culture rooted in trust and accountability.
Collaboration & Influence
- Leads cross-functionally and influences stakeholders across all levels.
- Builds strong partnerships across customers and internal teams.
Continuous Improvement
- Champions innovation, operational excellence, and solution-oriented thinking.
- Drives ongoing improvements in service, productivity, and execution.
Growth Opportunities: Bimbo Canada is committed to personal and professional growth. We offer training, development, and advancement opportunities both domestically and internationally.
Innovation: Be part of a company that constantly innovates in the food industry. Your work will contribute to creating delicious products loved by millions.
The Bimbo Way:We believe in the special dignity and value of the human person.We believe that as people we form one community and we believe that this community is focused on getting results.We do this by competing and winning in the market with superior quality in everything we do.We believe in being sharp operators; that is, being very, very good at what we do, and always acting with integrity so that as a company we can transcend and endure for a very long time. That's the Bimbo Way.
