Handfuel is a fast-growing Canadian CPG brand operating omni-channel with a strong and expanding retail footprint across national grocery, regional banners, and the independent channel. We are a founder‑led, high‑performance team focused on building a nationally recognized brand through disciplined execution, strong retail partnerships, and operational excellence.
We are looking for a National Sales Manager, Retail Channel to lead and scale all our retail channels across Canada.
About The Role The National Sales Manager will own national and regional retail growth, merchandising partner performance, distributor relationships in the independent channel, trade strategy, and national product launches.
Key Responsibilities National & Regional Account Management Own relationships with major Canadian grocery accounts
Track and improve execution performance at store level
Negotiate pricing and promotional programs
Distributor Management – Independent & DSD Channel Own relationships with regional food distributors and DSD partners
Develop distributor‑specific promotional calendars
Plan volume incentives, flyer features, and sales rep programs
Track sell‑in vs sell‑through performance
Manage pricing, margin structure, and trade investment at distributor level
National & Regional Product Launch Management Lead end‑to‑end execution of new SKU launches
Coordinate cross‑functional launch plans with marketing and operations
Align marketing support with launch timing
Track post‑launch performance and velocity weekly




Ensure launches stick — not just get listed
Own and manage the annual trade budget
Evaluate promotional ROI by customer and channel
Optimize promotional depth and frequency
Evaluate margin by customer
This is a hands‑on leadership role. The ideal candidate is both strategic and execution‑focused, someone who can build relationships at head office while also managing portals, driving distributor performance, and holding partners accountable.
We are seeking an experienced sales professional who can demonstrate relentless follow‑through, strategic execution, show accountability right through to the retail checkout and who works well with data and people.
Qualifications 5+ years of CPG sales experience
Experience managing Canadian national grocery accounts
Proven track record launching new SKUs into retail
Experience managing brokers and distributor partners
Strong understanding of trade spend, margin management, and revenue growth
Comfortable operating in a high‑growth, founder‑led environment
Highly organized and detail‑oriented
Why Join Handfuel This is an opportunity to play a leadership role in scaling a high‑potential Canadian CPG brand. You will work directly with ownership and have real influence over growth strategy, retail expansion, and commercial execution.
If you are a builder who thrives in a fast‑moving workplace and wants to help scale a nationally recognized brand, we would love to hear from you.

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📌 National Sales Manager (Manitoba)
🏢 Handfuel
📍 Manitoba