Account Coverge: National. Walmart, Loblaw, Costco, Sobeys, Metro, and all other regional banners.
Role PurposeThe Manager, Canada Sales & Commercial Strategy is responsible for delivering profitable growth across all Canadian retail channels by leading strategic customer relationships, managing third-party broker partners, and executing commercial initiatives that drive revenue, distribution, and market share. This role serves as the primary commercial lead for Canada, partnering closely with Brokers, Marketing, Supply Chain, Finance, Category Management and Demand Planning to ensure flawless execution of business plans and achievement of annual sales objectives. They will develop joint business plans, lead go-to-market strategies, optimize trade investments, and drive growth with all retailers. They are skilled at leveraging syndicated data and cross-functional collaboration to deliver growth and consistent executional excellence.
Essential Duties and ResponsibilitiesBroker Management & Commercial Execution- Lead and manage third-party broker partners across Canada to ensure execution excellence.
- Establish performance objectives, KPIs, and accountability measures for broker teams.
- Conduct Quarterly Business Reviews (QBRs) with broker leadership.
- Ensure field teams execute merchandising standards, promotional displays, shelf placement, and distribution objectives.
- Partner with brokers to support new product launches and seasonal selling initiatives.
Customer Strategy & Joint Business Planning- Develop and execute annual Joint Business Plans (JBPs) aligned with customer objectives and Hain Celestial growth strategies.
- Identify opportunities to increase sales, distribution, merchandising, and category share.
- Lead annual line reviews and customer business planning meetings.
- Build customer-specific growth strategies utilizing category and shopper insights.
Sales & Business Analytics- Monitor sales performance using syndicated data, retailer POS, and internal reporting.
- Analyze market trends, competitive activity, and category performance to identify growth opportunities.
- Develop insight-driven customer presentations utilizing NielsenIQ, Numerator, retailer portals, and category data.
- Provide accurate forecasting and sales projections.
Trade Investment & Financial Management- Manage customer P&Ls while delivering annual revenue, margin, and profitability targets.
- Develop customer promotional plans that maximize return on trade investment (ROI).
- Monitor trade spending, promotional effectiveness, deductions, and accruals.
- Partner with Finance and RGM to optimize pricing and promotional investments.
Go-to-Market Execution- Lead commercialization of new product launches within the Canadian market.
- Coordinate customer sell-in strategies, distribution targets, and merchandising execution.
- Collaborate with Marketing to execute customer-specific activation programs.
- Ensure timely implementation of pricing, assortment changes, and promotional calendars.
Cross-Functional Leadership- Partner closely with Marketing, Category Management, Supply Chain, Demand Planning, Customer Service, Finance, and Revenue Growth Management.
- Support Integrated Business Planning and forecasting processes to improve customer service levels and inventory management.
- Resolve customer issues related to supply, pricing, deductions, and order fulfillment.
- Drive continuous improvement across commercial processes.
Education and/or ExperienceRequired:- Bachelor's degree in Business, Commerce, Marketing, or related field.
- 10+ years of progressive CPG sales experience.
- Experience leading and managing third-party broker organizations.
- Strong understand of Canadian grocery, mass, and club retail channels.
- Proven experience negotiating Joint Business Plans and annual customer agreements.
- Experience launching new products and developing innovation plans tailored for the Canadian market.
- Strong financial acumen including P&L management and trade investment optimization.
- Excellent presentation, communication, and negotiation skills.
Preferred:- Experience with natural and organic food brands.
- Experience with retailer or customer systems and syndicated data tools (e.g., POS reporting portals, NielsenIQ/IRI, loyalty or panel data, eCommerce analytics).
- Bilingual in English & French considered an asset.
Competencies and Proficiency RequirementsStrategic & Commercial Acumen:
- Customer Business Planning - Expert
- P&L and Trade Spend Management - Advanced
Selling & Negotiation Skills:
- Strategic Selling & Influence - Expert
- Negotiation - Advanced
Data & Analytical Fluency:
- Forecasting - Advanced
- Syndicated & Retail Data Analysis - Advanced
ScopeFinancial/Budgetary Responsibility
: Manage trade budget and compliance.
Team Size: None
Conditions of Role:- Travel Requirements: ~10%
- Physical Conditions: N/A
Compensation and Benefits:- $88,000-$117,000 / year CAD (commensurate with experience and location)
- Medical, Vision and Dental Coverage
- Health Spending Account
- Life and Dependent Insurance
- Accidental death and Dismemberment
- Short Term Disability (not available for Union employees)
- Long Term Disability
- Travel Assistance
- Voluntary Registered Retirement Savings Plan (RRSP)
- Employee and Family Assistance Program (EFAP)
