Director of Sales

Location: Greater Toronto Area / Woodbridge, Ontario, with national travel

Reports to: General Manager

Direct reports: National field-sales team

OTE: $230K-$250K

Our client is an established Canadian provider of decorative cabinet and furniture hardware, serving customers across cabinetry, woodworking, furniture, building products, and related trade channels.

They are seeking a hands-on, relationship-oriented Director of Sales to lead the next phase of commercial growth. As a member of the senior leadership team, you will lead a national field-sales organization, strengthen sales execution, and build the structure, accountability, and market focus required for profitable growth.

This is an opportunity for a leader who can balance strategy with time in the field: coaching people, strengthening customer and supplier relationships, developing new opportunities, and implementing practical systems that make sales performance more predictable.

Key responsibilities

- Lead, coach, develop, and performance-manage a geographically distributed outside-sales team.
- Deliver revenue, gross-profit, and growth objectives through account expansion, strategic account management, channel development, and new business.
- Establish an effective sales-management cadence, including team meetings, 1:1s, field coaching, performance reviews, territory planning, and development plans.
- Improve sales process, account segmentation, territory coverage, pipeline management, forecasting, reporting, and sales playbooks.
- Drive CRM discipline and use data, KPIs, and scorecards to improve opportunity quality, forecast accuracy, sales accountability, and team performance.
- Build and maintain relationships with key customers,



suppliers, channel partners, and industry stakeholders.
- Partner with marketing, product, purchasing, operations, and customer service to improve go-to-market execution and field-sales enablement.
- Ensure the team has the product knowledge, sales tools, training, samples, presentations, and support needed to win business.
- Identify customer, competitor, product, and market trends; turn market insight into actionable growth priorities.
- Help advance the company’s Architecture and Design strategy through stronger engagement with designers, specifiers, showrooms, manufacturers, and other market influencers.

Qualifications

- 10+ years of progressive sales leadership experience in a relationship-driven B2B environment.
- Proven success leading, coaching, and performance-managing geographically distributed field-sales teams.
- Demonstrated ability to drive revenue and gross-profit growth through strategic accounts, channel development, and new business.
- Strong experience with CRM-driven sales management, pipeline reviews, forecasting, reporting, and sales-process improvement.
- Financial acumen in sales planning, budgeting, pricing, margin management, and commercial decision-making.
- The ability to introduce stronger structure and accountability while preserving customer trust and team engagement.
- Solid communication, coaching, change-leadership, and cross-functional collaboration skills.
- Willingness to travel regularly across Canada.
- Experience in distribution, building products, hardware, cabinetry, millwork, kitchen and bath, architectural products, furniture components, commercial interiors, surfaces/materials, or a related specification-led market is preferred.

📌 Sales Director (Woodbridge)
🏢 Red Rover Recruitment
📍 Woodbridge