Key Responsibilities
- Retail &
- Channel Sales
- Lead and execute vendor application, onboarding and compliance processes with major national independent and corporate-owned retail chains.
- Manage and grow relationships with regional and independent retail partners, including pricing, terms, merchandising and promotional alignment.
- Serve as the primary commercial point of contact for retail buyers, category managers and merchandising teams.
- Oversee forecasting, sell-through analysis, replenishment planning and channel performance tracking.
- Trade &
- Direct Outreach (Architects, Designers, Decorators)
- Build and lead a direct outreach program targeting architects, interior designers, decorators, and other architectural coatings specifiers.
- Develop territory strategies, outreach cadence and relationship-nurturing frameworks for the trade channel.
- Oversee and mentor junior customer relations and outreach staff, ensuring consistent pipeline management and conversion of opportunities they initiate.
- Track spec wins and ensure alignment with retail, direct, or project-based sales execution.
- E-Commerce &
- Affiliate Sales
- Onboard and manage minor and specialty e-commerce retailers, ensuring brand, pricing and messaging consistency.
- Build, manage and optimize the company's affiliate and referral programs, including partner recruitment, tracking and performance measurement.
- Collaborate with marketing on digital sales enablement, promotions and conversion optimization.
- Government &
- Institutional Sales
- Identify, pursue and manage government procurement and tender opportunities at the federal, provincial and municipal levels.
- Oversee RFP responses, compliance documentation, pricing structures and award negotiations.
- Maintain relationships with procurement officers, sustainability leads and institutional buyers.
- Coordinate internally to ensure delivery, compliance and post-award account management.
- Sales Leadership &
- Operations
- Lead, develop and performance-manage the sales and customer relations team.
- Implement and enforce CRM discipline, pipeline visibility and reporting across all channels.
- Establish sales targets, KPIs, forecasting processes and channel accountability.
- Work cross-functionally with Operations, Marketing and Finance to align demand, production capacity and margin objectives.
- Provide regular performance reporting and strategic insights to the CEO and leadership team.
Qualifications
- Ten years of progressive sales experience, including senior responsibility in multi-channel sales environments.
- Proven track record of moving creative products from early adoption to rapid, scaled revenue growth in complex, multi-channel sales environments.
- Demonstrated experience successfully navigating vendor onboarding and compliance with major retail chains.
- Strong background in relationship-driven B2B sales, particularly with architects, designers, decorators and specifiers.
- Experience with government procurement or institutional sales is a strong asset.
- Proven ability to build, lead and scale sales teams while remaining hands-on.
- Excellent negotiation, communication and stakeholder management skills.
- Experience in building materials, coatings, construction products, sustainability-focused products, or adjacent industries preferred.
What Success Looks Like
- Major and regional retail partners onboarded and actively selling.
- A disciplined, scalable trade outreach engine producing spec wins and repeat business.
- Junior sales and customer relations staff consistently converting leads into revenue.
- Government tenders pursued strategically and awarded on a recurring basis.
- Predictable, scalable revenue growth across channels without brand dilution.
Who This Role Is Ideal For
- A sales leader who thrives in complexity and has personally driven growth, not just managed accounts.
- Someone comfortable operating between strategy and execution in a scale-stage company.
- A builder who can establish structure, process and accountability while still closing deals.