Vice President, Sales

Position:

Vice President, Sales

Location:

Guelph, OntarioVice President

Benefits and Perks:

At Sleeman Breweries, you’ll have access to benefits that support you today and help you plan for tomorrow:

●       Competitive compensation

●       RRSP-matching program to help you save for retirement

●       A commitment to work-life balance

●       Benefits coverage for partners and kids

●       Parental leave top-up for primary and secondary caregivers

●       Employee product credit

●       Tuition reimbursement program for eligible employees

●       Employee and family assistance program

●       Discount program with access to perks from big brands and local favourites

●       Professional development opportunities including mentorship and leadership development

  

Purpose and Impact

  

The Vice President, Sales is a senior enterprise leader responsible for shaping and executing Sleeman Breweries’ national sales strategy to deliver sustainable revenue growth, strong market execution, and long‑term brand health. This role leads and inspires a complex, multi‑channel sales organization by setting clear strategic direction, strengthening customer partnerships, driving consistent execution across channels, and building a high‑performing leadership team aligned to enterprise priorities and brand growth objectives. Working in close partnership with Marketing, Supply Chain, Finance, Human Resources, and the executive team, the Vice President translates corporate strategy into disciplined, measurable commercial outcomes—balancing strategic vision with operational excellence to drive near‑term performance while building capability, structure, and leadership depth for future growth within a regulated and highly competitive environment. This role offers flexibility in work location within Canada; however, frequent travel (approximately thirty percent of the time) is required, including regular time in Guelph, Ontario and across markets, regions, and channels across Canada.

  

Strategic and Commercial Leadership

• Define and execute the national sales strategy in alignment with corporate objectives and brand priorities

• Translate enterprise strategy into clear sales goals, operating plans, and execution frameworks

• Lead annual and longer‑term commercial planning, including channel strategy and portfolio priorities

• Provide strategic insight and leadership as a trusted contributor at the executive table

• Ensure strong strategic execution to support brand strength and regional growth across Canada

Revenue and Performance Management

• Own national sales performance across revenue, volume, margin, and trade investment effectiveness

• Establish and maintain performance metrics, scorecards, and operating rhythms to track results

• Drive disciplined forecasting, demand visibility, and performance management practices

• Ensure consistent and effective execution across regions, customer segments, and sales channels

Customer and Channel Leadership

• Build and sustain senior‑level relationships with key customers and strategic partners

• Lead national account strategy, commercial negotiations, and joint business planning

• Ensure differentiated go‑to‑market strategies by channel, aligned to customer and brand needs

• Represent the Sales function in key customer, industry, and commercial forums

People Leadership and Sales Capability

• Lead, coach, and develop a high‑performing national sales leadership team

• Clarify roles, accountability, and decision‑making across the sales organization

• Build leadership capacity, succession plans, and long‑term bench strength

• Foster a culture of inclusion, collaboration, accountability, and continuous improvement

Cross‑Functional Partnership

• Partner closely with Marketing to align on brand strategy, activation, and portfolio priorities

• Collaborate with Supply Chain to support demand planning, service levels, and execution

• Work with Finance on budgets, forecasts, and return‑on‑investment analysis

• Contribute actively to enterprise transformation initiatives and strategic programs

Required Qualifications

• Extensive (minimum 15 years) senior‑level sales leadership experience within consumer packaged goods, beverage, or similarly complex commercial environments

• Demonstrated success leading multi‑region, multi‑channel sales organizations

• Strong commercial and financial acumen with an ability to balance strategic and operational priorities

• Proven experience driving organizational change, modernization, or transformation

• Ability to lead effectively within regulated or highly structured sales environments

Preferred Qualifications

• Direct experience within the beverage or beverage alcohol industry

• Experience within consumer packaged goods organizations with national scale

• Exposure to provincially regulated or controlled sales systems

• Experience operating within matrixed or multinational organizational structures

Leadership Attributes

• Enterprise‑wide mindset with a strong focus on execution and results

• Decisive, values‑based leadership style with sound judgment

• Highly collaborative and influential across functions and stakeholders

• Comfortable navigating ambiguity, complexity, and change

• Strong commitment to talent development, leadership growth, and cultural

  

Think you have what we need but your credentials don’t perfectly line up? That’s OK! We know that some job seekers miss opportunities if they think their qualifications don’t fit. If you believe your skills and experience can make a difference here, we encourage you to apply!