Reporting to the Chief Operating Officer, the Director of Sales & Marketing provides strategic leadership for the organization's sales and marketing functions, driving revenue growth, profitability, and market expansion through commercial excellence, customer-centric strategies, and product innovation. This strategic Sales Director leads high-performing teams, leverages customer and market insights to identify growth opportunities, and develops integrated sales and marketing initiatives that strengthen brand recognition, increase demand, and create long-term value for customers and channel partners.

The position includes a base salary, incentive plan, pension and full benefits. Relocation assistance will also be provided for candidates outside of Kelowna, BC.

Responsibilities

- Direct a high-performing team of sales and marketing professionals focused on revenue growth, profitability, and customer engagement.
- Develop and execute commercial strategies to drive revenue, improve EBITDA, and strengthen market position through sales excellence, marketing, and product innovation.
- Unite regional sales teams under a customer-first approach, improving collaboration, accountability, and execution.
- Design and implement demand generation strategies targeting contractors, builders, distributors, and end users.
- Strengthen strategic partnerships with distribution channels through joint business planning, customer engagement, and value-added initiatives.
- Build and enhance marketing capabilities to increase brand awareness, customer preference, and market visibility across multiple channels.
- Establish best-in-class sales processes, performance metrics, pipeline management, forecasting disciplines, and sales management cadence.
- Lead strategic account planning for major distribution partners and buying groups, driving account growth and long-term customer relationships.




- Leverage customer insights and market intelligence to identify growth opportunities, improve the customer experience, and inform commercial strategy.
- Develop pull-through demand programs, sales enablement tools, and co-marketing initiatives to support channel partners and accelerate specification opportunities.
- Direct integrated marketing strategies, digital initiatives, content development, and brand positioning aligned with commercial objectives.
- Collaborate cross-functionally with operations, product management, and executive leadership to identify, prioritize, and commercialize new product and service opportunities.
- Manage innovation pipelines by translating customer and market insights into profitable growth initiatives.
- Optimize commercial performance through pricing strategy, product mix improvements, channel management, and marketing ROI analysis.
- Drive measurable improvements in revenue growth, gross margin, EBITDA, pricing realization, and account performance.
- Build organizational capability through coaching, leadership development, succession planning, and talent management.
- Lead organizational change initiatives that improve cross-functional collaboration, commercial execution, and customer focus.
- Utilize CRM and ERP systems to support sales operations, customer management, reporting, and business performance.
- Develop long-term commercial strategies while balancing strategic planning with hands-on execution.

Qualifications





- 10+ years of progressive leadership experience in the forestry, lumber, wood products or building materials sector.
- Demonstrated success leading sales organizations and scaling high-performing commercial teams.
- Proven track record of driving revenue growth, profitability, and EBITDA improvement through strategic commercial initiatives.
- Extensive experience selling through distribution channels, including two-step distribution models.
- Solid background in strategic account management, channel development, and customer relationship management.
- Experience developing and executing integrated sales and marketing strategies that increase brand awareness and customer preference.
- Proven ability to identify, develop, and commercialize innovation opportunities that drive revenue, margin, and market share growth.
- Strong understanding of contractor, builder, dealer, and distribution channel dynamics.
- Experience leading organizational change, aligning cross-functional teams, and fostering a high-performance culture.
- Proficient with CRM and ERP systems to support commercial operations and business analytics.
- Experience with pricing strategy, value-based selling, product portfolio management, and commercial performance optimization.
- Skilled at translating customer and market insights into actionable business strategies.
- Demonstrated ability to coach, mentor, and develop future leaders while implementing succession planning initiatives.
- Strong commercial acumen with expertise in pricing, margins, channel strategy, and profitability management.
- Strategic thinker with the ability to execute tactically in fast-paced, growth-oriented environments.
- Recognized for collaborative leadership, customer focus, innovation, and results-driven decision-making.

📌 Director of Sales and Marketing (Kelowna)
🏢 Goldbeck Recruiting
📍 Kelowna