Vice President, Sales – SafeStart, A Division of Electrolab

About SafeStart

SafeStart is a family-run workplace safety training company that was founded in 1975 as Electrolab Limited.

They are leaders in human factors management, with a primary mission to reduce preventable death and injury, both on and off the job.

Accidental injuries and death remain a global epidemic, with a preventable-injury-related death occurring every three minutes.

Over the last 15 years, more than 2.5 million people have gone through the SafeStart training program.

Dedicated to making human factors more understandable, SafeStart delivers safety training that is more personal and engaging, helping organizations around the world take a more practical approach to keeping people safe.

The company’s global headquarters is located in Belleville, Ontario, Canada.

SafeStart fosters a culture of inclusion, innovation, and continuous learning. The team operates as OneTeam, encouraging collaboration, knowledge-sharing, and authentic engagement.

The company embraces diversity and provides an open, supportive work environment where every team member’s contribution is valued.

Employees are encouraged to take initiative and contribute beyond their individual roles.

The organization is known for its transparent leadership and strong alignment with its mission and values.

SafeStart offers a flexible and family-friendly workplace with leadership that actively supports work-life balance.

Team members enjoy meaningful work, collaborative relationships, and the opportunity to help reduce preventable injuries worldwide.

The Opportunity

Reporting to the Head Vice President of Sales, the VP, Sales is a senior-level, individual contributor role responsible for growing SafeStart’s client base and supporting existing accounts through consultative sales strategies.

This role, created through recent growth, is part of a high-performing, collaborative sales team and is central to SafeStart’s continued growth across North America.

This role requires strong judgment in qualifying high-potential opportunities, particularly within complex, multi-site industrial organizations.

The ideal candidate understands how to identify credible champions, build influence across multiple stakeholders, and tailor the approach based on the client’s structure and urgency for change.

The successful candidate will drive revenue by developing strategic relationships, qualifying high-potential accounts, and positioning SafeStart’s human factors solutions with senior stakeholders.

While not managing direct reports, the VP will coach, mentor, and collaborate closely with internal partners (client growth managers and client success managers) to deliver tailored solutions and long-term client value.

Key Responsibilities

• Collaborating as part of a cross-functional, client-facing team, which includes the VP of Sales, client growth managers, and client success managers. Ensuring a seamless, value-driven client experience from initial engagement through long-term partnership.
• Leading the full sales cycle for assigned and self-generated accounts, from prospecting and discovery through proposal and close.
• Identifying and developing champions at both the site and corporate level, recognizing when to start small (e.g., at a single site) and grow strategically over time.
• Building strong, trust-based relationships with C-suite and mid-level decision-makers across industries.
• Collaborating with internal teams to manage account transitions, renewals, and cross-sell opportunities.
• Developing a robust, well-qualified pipeline through proactive outreach and engagement (including LinkedIn and CRM usage).
• Delivering presentations and proposals that reflect SafeStart’s human factors approach to safety and culture change.
• Supporting and mentoring team members to ensure successful, coordinated client service delivery.
• Participating in team meetings, sales planning sessions, and in-person client/industry events as required.
• Accurately managing pipeline and opportunity data using Salesforce and following internal processes and systems.
• Contribute approximately 10% of work time to corporate-level initiatives, including cross-functional projects, strategic planning, and participation in internal forums.

Required Skills, Qualities, and Experience

• Proven experience in B2B service-based sales, ideally in training, consulting, insurance, HR technology, or similar intangible products. 
• Demonstrated ability to manage long sales cycles and build lasting relationships with corporate clients.
• Strong skills in qualifying and prioritizing prospects, especially within complex, multi-site organizations where multiple champions and decision-makers must be engaged.
• Experience selling through a “land and expand” or phased sales approach, beginning with smaller site-level opportunities and scaling to broader enterprise engagements.
• Comfortable with consultative selling across a range of deal sizes, not solely focused on large six-figure contracts.
• Proactively builds and manages their pipeline through consistent prospecting, outreach (including C-suite executives), and disciplined use of CRM tools.
• Takes full ownership of opportunity tracking, with strong organizational skills and accurate, consistent use of Salesforce.
• Approaches client relationships with a “client for life” mindset, staying engaged post-sale to support renewals, cross-sell, and internal referrals.
• Collaborative and team-oriented. Experienced in team selling and able to build respectful partnerships with Client Managers and internal colleagues.
• Strong coaching and mentoring abilities, both internally and with clients; comfortable giving and receiving feedback and helping others grow.
• Exceptional discovery and listening skills; able to conduct consultative conversations, ask open-ended questions, and drill down into client needs.
• Excellent communication and presentation skills, with a confident, engaging, and personable style.
• High emotional intelligence and political acumen; able to work diplomatically in complex client and internal environments.
• Highly adaptable, organized, and detail-oriented; follows through on commitments and uses systems and tools effectively.
• A natural “hunter/farmer” hybrid mindset. Intrinsically motivated by both winning new business and nurturing long-term client success.
• Comfort and enthusiasm for using tools like Salesforce, Microsoft Office 365, and LinkedIn.
• Interest or background in safety, culture change, or behavioural science is an asset, but not required.
• Must be based in Canada (preferably Ontario); relocation to Belleville optional but considered an asset.
• Willingness to travel as required for in-person meetings, team sessions, or conferences.

Compensation and Benefits

SafeStart offers a competitive total compensation package that includes a base salary, commission, and participation in long-term incentive programs.

The role is supported by a comprehensive benefits plan and a workplace culture that prioritizes well-being, flexibility, and personal development.

Key highlights include:

• Competitive base salary and commission structure
• Eligibility for company profit-sharing incentives
• Comprehensive health and dental benefits
• Flexible working hours and a strong commitment to work-life balance
• Paid vacation and personal days
• Tuition reimbursement and ongoing learning opportunities
• Free on-site parking and a casual, collaborative work environment
• Regular team-building events and a supportive, inclusive culture

How to Apply

To apply to this exciting role, email your resume to:
Kelly Cline, Search Consultant
kcline@feldmandaxon.com