About Our Client
Our client is an established and growing organization operating in the B2B distribution sector in Canada.
They are seeking a commercially focused sales leader to oversee regional growth, strengthen customer relationships, and lead a team of sales professionals across an assigned Ontario territory.
This organization serves a diverse base of B2B customers and has an established sales and service presence across Ontario.
About the Role
The Regional Sales Leader is responsible for driving revenue, margin, market growth, and customer development across an assigned territory.
This role provides leadership and direction to a team of sales professionals while developing and executing regional sales strategies aligned with broader business objectives.
The successful candidate will balance hands-on sales leadership with strategic planning, coaching, customer relationship management, and cross-functional collaboration.
They will work closely with cross-functional teams to identify opportunities, improve sales performance, and support profitable growth.
The Regional Sales Leader will also play an important role in developing sales talent, strengthening market presence, identifying new business opportunities, and ensuring a high standard of customer service throughout the region.
Key Responsibilities
Regional Sales Leadership:
- Develop and execute a regional business plan focused on revenue growth, margin improvement, market expansion, and customer development.
- Lead, coach, and support a team of sales professionals, establishing clear expectations and accountability for sales performance and key business objectives.
- Develop quarterly action plans with sales professionals and monitor progress against new business, account development, margin, and product mix objectives.
- Review territory assignments and account portfolios to optimize market coverage, customer service, and sales effectiveness.
- Identify new markets, customer segments, and business development opportunities that support sustainable growth.
- Monitor regional sales performance, market trends, competitive activity, and customer needs to inform business decisions.
- Participate in annual budgeting and forecasting, including revenue projections, selling expenses, and promotional investments.
- Develop and implement sales incentives and initiatives that support business objectives and profitable growth.
Customer and Business Development:
- Build and maintain strong relationships with key customers and strategic accounts throughout the region.
- Lead customer and contract negotiations while ensuring alignment with pricing strategy, company policies, and profitability objectives.
- Identify opportunities to expand existing accounts and develop new business across target markets.
- Represent the organization at industry events, trade shows, supplier functions, and customer-facing activities.
- Collaborate with suppliers and internal partners on customer events, training initiatives, product showcases, and other market development activities.
- Partner with internal stakeholders to resolve customer and account issues and maintain strong customer relationships.
Team Development and Leadership:
- Foster a culture of engagement, accountability, collaboration, and continuous improvement.
- Conduct field visits and joint customer calls with sales professionals to provide coaching and support in prospecting, sales execution, negotiation, and closing.
- Establish performance expectations and provide ongoing feedback, coaching, and development.
- Complete performance reviews and support performance improvement plans where required.
- Identify training and development opportunities in partnership with HR.
- Contribute to succession planning and the development of future sales and leadership talent.
- Participate in the recruitment and development of sales professionals to support future regional growth.
- Lead regular regional sales meetings focused on performance, market intelligence, opportunities, and collaborative problem-solving.
Cross-Functional and Operational Leadership:
- Work collaboratively with cross-functional and regional teams to achieve business objectives.
- Support effective commercial and market development strategies.
- Oversee pricing decisions and commercial approvals while maintaining margin integrity and compliance with company policies.
- Drive the execution and measurement of regional sales initiatives in partnership with Marketing.
- Manage regional expenses in accordance with approved budgets.
- Identify opportunities to improve processes, challenge existing practices, and enhance sales effectiveness.
- Promote and reinforce workplace health and safety requirements within the sales team and broader regional environment.
Qualifications
- Post-secondary education in Business, Marketing, Commerce, or a related discipline.
- 5–8 years of progressive sales experience, ideally within wholesale distribution, manufacturing, or a B2B sales environment.
- Minimum 3 years of experience in a sales leadership, regional sales, or comparable role leading sales representatives or account managers.
- Demonstrated track record of achieving revenue, margin, and business growth objectives.
- Experience developing and executing regional sales strategies and business plans.
- Strong experience in customer relationship management, business development, negotiation, and account growth.
- Experience working with professional or commercial customers is an asset.
- Strong proficiency with CRM and sales reporting tools is an asset.
- Strong Microsoft Office skills, including Excel and PowerPoint for reporting, forecasting, budgeting, and business reviews.
- Strong analytical, communication, negotiation, and presentation skills.
Leadership Profile
The successful candidate will bring a combination of commercial acumen, hands-on sales leadership, and strategic thinking.
They will be comfortable working in the field with customers and sales professionals while also analyzing performance, developing plans, and collaborating with cross-functional leaders.
Key competencies include:
- Sales and business development leadership
- Regional strategy and market development
- Coaching and team leadership
- Customer and relationship management
- Negotiation and commercial acumen
- Analytical and data-driven decision-making
- Strategic thinking and execution
- Accountability and results orientation
- Customer-centric leadership
- Collaboration and communication
- Continuous improvement mindset
Working Conditions
This position covers a defined territory within Ontario and involves regular travel throughout the assigned territory.
The role includes a combination of office-based work, customer visits, field coaching, and attendance at industry and customer events.
The successful candidate must be comfortable spending significant time in the field and working directly with customers and sales professionals.
Compensation and Benefits
The anticipated base salary range for this position is $105,000–$110,000, commensurate with experience and qualifications.
The organization offers a competitive total rewards package, including:
- Performance-based profit-sharing opportunity
- Benefits coverage effective from Day 1
- Health Spending Account
- Employee discount program
- Mileage reimbursement for eligible business travel
- Flexible work arrangements, including home, office, and branch-based work when not travelling throughout the territory
How to Apply
To express interest in this exciting opportunity, email your cover letter and resume to:
Kelly Cline, Executive Search Consultant
Email: kcline@feldmandaxon.com
This job posting is for an existing position. We do not use artificial intelligence (AI) tools to screen, assess, or select applicants at any stage of the hiring process.
All applications will be reviewed and evaluated by the Feldman Daxon team.