Director of Sales

Founded in 1989 and built on a reputation of trust and dependability, Puresource distributes natural products to over 3,000 independent and national retailers across Canada from three warehouses in Alberta, BC and Ontario. With over 3,400 natural & organic wellness products to choose from, we deliver full‑service solutions to support brands to grow their business in Canada. Puresource is proud to be your dedicated Canadian partner in the natural products channel. Our mission is to provide Canadians with natural products to optimize their health. To do this, we support our brands and retail customers with market leadership and exceptional customer service. The measure of our success is built on the growth of our partners and dedicated teams that create great customer experiences every day.

The Director of Sales is responsible for the overall sales function of Puresource Corp. Partnering closely with senior leadership, this role is responsible for the development of strategic sales plans and overseeing revenue growth and product gross profit performance for the overall business. This includes directing, overseeing and providing expertise in managing multi‑brand, multi‑channel sales growth activities in a distribution environment with a large mix of vendor partner brands and Puresource’s own brands (Natural channel, Food/Drug/Mass, Inside Sales, E‑Commerce). The Director maintains positive top‑to‑top customer relationships across all channels, representing Puresource’s values in the marketplace and provides exceptional support, servant leadership and strategic guidance to the Sales Team to service and develop customers in all the channels.

Duties and Responsibilities

• Identify, qualify and develop opportunities to grow revenue and increase product gross profit with alignment to the company’s vision and corporate strategic plan.
• Responsible for overseeing and establishing key goals and measurement for all sales channels.
• Develop annual sales operating plans in collaboration with cross‑functional managers and sales managers.
• Monitor, measure and maximize return on all forms of trade spend and strengthen price governance.
• Represent the sales function in the annual budget process, managing costs and effects on P&L to ensure budgets are adhered to.
• Participate as a key stakeholder in developing and maintaining strong vendor relationships as they relate to business reviews, promotion and pricing negotiations, market and customer insights.
• Foster a culture of fact‑based decision‑making and accountability within the sales organization.
• Report on activity and progress related to strategic goals monthly to senior leadership.

Developing A Strong Team

• Set clear direction and develop performance standards for the Sales Team.
• Successfully direct, mentor, and develop sales team to be dedicated, efficient and high achieving in order to achieve/exceed targeted sales objectives.
• Direct the sales process from lead development, through quoting, closing, and sales verification.
• Direct ongoing training programs to increase team knowledge of sales skills, products, and services training.
• Actively interview, hire and train new personnel ensuring resources are allocated across channels and aligned with the company’s growth plans.
• Evaluate performance of sales managers and team members, holding all parties accountable to the objectives and targets assigned.
• Evaluate and drive a continuous improvement culture.

Strategic Selling and Innovation Focus

• Build and maintain strong relationships with all internal departments and external stakeholders, including key customers.
• Identify new product and channel opportunities for the company.
• Ensure a growth trajectory for vendor and broker partners with joint business planning for all regions and channels.

Communicate Internally and Externally

• Represent the company at all trade functions and with all suppliers and present a knowledgeable and professional image.
• Communicate performance against strategy and objectives to the executive team monthly.
• Lead the ongoing development of CRM to improve data collection and accountability for the team and to maximize ROI.

Required Qualifications

• Post‑secondary education in Business, Marketing or relevant discipline.
• Minimum of 10 years field sales experience.
• Minimum of 5+ years sales management experience.
• Demonstrated experience in independent, mass retailer and e‑commerce channels.
• Bilingual in English and French strongly preferred.
• Demonstrated strategic planning and execution experience.
• Proven ability to meet and exceed sales goals.
• Demonstrated ability to develop and maintain strong, senior‑level relationships within customer organizations.
• Must own a reliable vehicle with valid driver’s license.
• Must have a valid passport.

Puresource complies with applicable human rights legislation and provides accommodation during the recruitment process where required by law. Applicants requiring accommodation may contact Human Resources at jobs@puresource.ca during the requirement process.