Job Overview:

This role is responsible to drive Retail Execution Excellence as part of UNFI Canada’s FUEL the FUTURE strategy.

This position leads a team of Field Sales Representatives (Inside and Outside) with sales responsibility for taking and upselling store level orders at UNFI Canada’s DSD customers in all classes of trade (Chains, Independents). It oversees all sales-related requirements within designated territory to ensure the smooth execution of customer sales initiatives and seamless execution of core sales priorities and brand transfers.

Location: Montreal, Quebec

Job Responsibilities:

Leading a High Performing Team

• Responsible for the planning, development, and implementation of effective Company sales and marketing programs for the assigned Sales Area.
• Leads the Field Sales team within assigned area, establishing and tracking goals and objectives for the team.
• Ensures accounts are serviced and merchandised in accordance with Company standards.
• Manages the onboarding, training and development, and performance management for new hires.
• Meets with the Field Representative team regularly with a cadence of solid communication, supporting the team with prioritization and delivery against key initiatives. 
• Conducts regular coaching days with Field Representatives in field, providing support, development opportunities or corrective action as needed)
• Coordinates and executes annual performance reviews and quarterly check-ins and supports associate development plans and stretch goals. Provides recognition and development feedback in a timely manner. 
• Participate in annual calibration session with fellow peers and direct manager to ensure consistency in evaluations and establish a bench of talent for succession planning while level setting expectations of the role.
• Supports execution of Employee Engagement plans.

Continuous Development (People/Territories)

• Elevate sales capabilities – ensure that teams are equipped with proper tool kit to execute key priorities/initiatives for innovation and brand speed to market execution.
• Work with peers to establish simplified selling tools/best practices to drive efficiencies and focus.
• Collaborate with internal/external stakeholders (Brand, Vendor, SRM, SSDO, Supply Chain, Finance, CBT leads) to arm the sales team with proper tools while bringing forth insights from the market.
• Conduct offsite meetings per year per within designated area – coordinate Vendor Speed Training and core agenda to drive meaning, purpose, and action, all while developing and building team collaboration and participation.
• Territory Assessment – Quarterly Review to understand and evaluate where we are making an impact and how to evolve (store coverage principles, drive time, influence) 
• Responsible for determining the most optimal store level coverage model to ensure that resources are deployed in a manner that maximizes sales while optimizing costs.

Sales Planning and Budget

• Represents field sales strategies, inputs, and requirements; accountable for delivering sales targets within assigned area.
• Responsible for Direct Store Delivery (DSD) sales volume which is generated by taking orders directly in store by an Outside Sales Rep or by telephone/email by an Inside Sales Rep.
• Manages and oversees expenses; pursues cost-saving measures and monitors usage of equipment and supplies, maintains proper tracking of kilometers and insurance slips for Outside Sales Reps.
• Manage and fill vacant territories and conduct interviews as necessary.
• Supports the development of all standard operating procedures (SOPs) related to the sales function and coordinate as necessary with internal teams to ensure seamless execution of the following processes: Cost changes, Discontinuations, New product launches, Seasonal and Special Pack Booking process, PAT forecasting guidelines.
• Responsible to deliver monthly targets within assigned area.
• Work with broader cross-functional team to support the delivery of any new business opportunities, and seamless execution of priorities.
• Establish relationships with customers/store chain managers/vendors/brokers & influence & provide insights against our GTM strategy & capabilities to deliver goals & lead sustainable execution at retail.
• Participate in annual trade shows (providing team with proper direction and prep leading into the shows).

Goals/KPI tracking and Communication

• Communicates sales targets for Field Sales Representatives and measures performance to drive accountability.
• Develop broker/vendor relationships to optimize store level service to customers and execution against key programs or speed to market initiatives.
• Lead & collaborate with broader cross-functional teams to manage communication, priorities, support required driving consistency and simplification, with a focus to deliver against goals.
• Conduct quarterly business reviews across key independent customers (with field rep) to establish mutual benefit or identify new opportunities for growth.
• Consult with Sales Leadership to ensure timely analytics, reporting and tools are in place to measure against (Quarterly Priorities, New Item Tracking, Pre-Books, Trade Shows, Territory Management).
• Conduct formal review leveraging dashboards to understand drivers or mitigate risk against priorities.
• Keeps Management informed of activities and progress toward established objectives.

Qualifications:

Education/Certifications:

• Post Secondary Education or equivalent in Sales or Business

Experience:

• Minimum 5+ years’ industry related experience.
• Previous experience leading Field Sales teams and managing a performance process.
• Previous customer experience in either a field sales or key account sales capacity.
• Working knowledge of retail merchandising and product assortment decision process at store level.

Knowledge, Skills, and Abilities:

• Required: Fully bilingual in both English and French (oral and written).
• Familiarity with Company sales and merchandising standards, policies and procedures, and competitive position.
• Knowledge of the Natural & Organic Food Distribution or Consumer-Packaged Goods industry.
• Strong interpersonal and public relations skills.
• Excellent sales abilities.
• Good organizational and problem-solving skills.
• Excellent communication and presentation skills.
• Proven track record of meeting and exceeding customer expectations.
• Demonstrated ability to drive new business and close sales.

Work Environment:

Hybrid:

This position follows a hybrid schedule including working in the field. The acceptable split between onsite and any remote work is determined by the manager. Hybrid associates may choose to work from an office on a more frequent basis than required.