Affinity Group Canada is a well established successful and growing company that prides itself on being one of the premier food brokers in Canada. Since 1989, our success has been driven by the number of industry leading food manufacturers that we represent. We pride ourselves on having a dedicated sales team, strong customer service orientation, extensive product knowledge and a professional, challenging and rewarding work environment.
About The Role Affinity Group Canada is seeking a results-driven Regional Sales Manager (RSM) to lead our British Columbia region. This role is responsible for driving sales performance, developing a high-performing team, and ensuring robust execution of national client strategies within the regional market. The RSM plays a critical leadership role—connecting client managers, distributors, culinary teams, and sales representatives to deliver consistent, measurable results while adapting to local market dynamics.
Key Responsibilities Leadership & Team Development Lead, coach, and develop a team of Account Managers and Sales Representatives
Conduct regular field ride-alongs and performance discussions
Set clear expectations and drive accountability across the team
Support ongoing training and professional development
Foster a culture of collaboration, performance, and ownership
Regional Sales Execution Execute sales plans aligned with national priorities and client objectives
Ensure strong call cycle compliance and territory coverage
Drive results through disciplined pipeline and opportunity management
Monitor KPIs including call activity, wins/losses,



and sales performance
Distributor & Operator Engagement Strengthen relationships with Tier 1, Tier 2, and specialty distributors
Support new product listings and ensure compliance across accounts
Expand operator penetration across key segments (independent, healthcare, QSR, etc.)
Participate in food shows, culinary demos, and customer engagement activities
Client Partnership & Communication Act as a key liaison between regional teams and Client Managers
Ensure timely reporting, follow-ups, and execution of client initiatives
Provide market insights, competitive intelligence, and growth opportunities
Data & Performance Management Maintain high standards for CRM accuracy and reporting
Track and manage regional performance against targets
Leverage data to drive informed decision-making and improve execution
Key Expectations Deliver or exceed regional sales targets and KPIs
Maintain strong field presence with consistent market engagement
Drive execution excellence across all territories
Lead with accountability, professionalism, and integrity
Support change management and evolving client priorities




Qualifications 5+ years of foodservice sales experience (brokerage or manufacturer preferred)
Previous leadership experience strongly preferred
Strong understanding of foodservice distribution and operator landscape
Excellent communication, coaching, and relationship-building skills
Proficiency in CRM systems and Microsoft Office
Valid driver’s license and ability to travel within BC
Affinity Group is committed to providing an accessible workplace. Accommodations are available on request for candidates taking part in all aspects of the selection process. If you require accommodation during any stage of the recruitment process, please contact us at [email protected]
Use of Artificial Intelligence in Hiring Affinity Group Canada may use artificial intelligence–enabled tools to assist with resume screening and candidate evaluation as part of the recruitment process. These tools are designed to support, not replace, human decision-making.
The Affinity Group is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. All employment is decided on the basis of qualifications, merit, and business need.

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📌 Regional Sales Manager - BC (British Columbia)
🏢 Affinity Group, Sales & Marketing Agency
📍 British Columbia