Job Title: Director, Sales - Ethnic Food Products Division

Location: Toronto, ON (Mandatory)

Company: Thai United

Overview:

Are you a results-driven sales leader who can turn strategy into profitable growth? Do you enjoy coaching teams, setting clear priorities, and taking ownership of financial results? If you have the experience to build a strong sales team and guide winning retail strategies, Thai United wants you as our new Director of Sales.

At Thai United, we specialize in bringing the rich, authentic flavours of ethnic food products to the Canadian market. We’re seeking an experienced leader to guide our national sales team, strengthen our retail partnerships, and deliver sustainable growth. If this sounds like you, take the first step by completing our applicant survey: https://go.cultureindex.com/p/UpeU1r0qxljwVCfyzN6y

Role Responsibilities:

● Set the Direction: Partner with the President and senior leadership to develop and execute national sales strategies aligned with company goals.

● Own the Results: Take ownership of the sales P&L;, including revenue, gross margin, and contribution, and deliver the approved budget.

● Build a Reliable Plan: Develop and commit to sales forecasts and budgets, using Finance for analysis and reporting. Track performance and implement corrective action when results fall below plan.

● Drive Profitable Growth: Identify market opportunities, expand channels, and own pricing, discounting, and account profitability decisions.

● Guide Retail Strategies: Review KAM-led account plans, challenge assumptions, and coach the team on assortment, promotions, pricing recommendations, negotiations, and business reviews.

● Connect the Teams:



Work closely with Category Management, Buying, Marketing, Finance, and Operations to align priorities and ensure customer commitments can be delivered.

● Strengthen Accountability: Establish clear account ownership, backup coverage, and follow-up expectations for customer commitments, deductions, service issues, and opportunities.

● Build and Develop the Team: Assess capability gaps, partner with HR on recruitment and onboarding, and strengthen team performance and retention through regular coaching, feedback, and performance reviews.

● Improve How We Work: Lead improvements to sales processes and ensure the team follows company policies on profitability, replenishment, trade spending, and recovery of fines.

Qualifications:

● Sales Leadership Experience: Typically 8–10 years of progressive sales experience in food, beverage, consumer packaged goods, or distribution, including substantial experience leading and developing people.

● Retail Expertise: Experience working with major Canadian grocery or mass retailers and developing strategic customer partnerships.

● Financial Ownership: Strong knowledge of sales P&L; management, budgeting, forecasting, pricing, customer terms, and account profitability.

● Results Through People: A proven ability to lead teams across regions, set clear expectations,



and achieve profitable growth through others.

● Coaching and Communication: Strong interpersonal, presentation, negotiation, and coaching skills, with the ability to address performance challenges constructively.

● Data Confidence: Proficiency with CRM systems, sales analytics, and performance reporting to support sound decisions.

● Collaborative Approach: The ability to work across departments, resolve barriers, and maintain explicit accountability for results.

● Relevant Education: A bachelor’s degree in Business, Sales, Marketing, or a related discipline, or equivalent relevant experience.

Why Thai United?

Join a national food importer and distributor where your leadership will shape sales strategy, develop talent, and help bring authentic ethnic food brands to more customers across Canada. We work hard to provide perks that make their lives better by offering:

● Competitive salary and bonus incentives

● Comprehensive health and dental benefits

Join us and be part of a dynamic team that values innovation and excellence!

Note: Only candidates based in Toronto, Ontario will be considered for this role. If you're not located in Toronto or do not have relevant experience, kindly refrain from applying.

Job Types: Full-time, Permanent

Job Types: Full-time, Permanent

Pay: $105,000.00-$160,000.00 per year

Benefits:

- Dental care
- Extended health care
- RRSP match
- Vision care
- Work from home

Application question(s):

- The first step in our hiring process is for you to complete our applicant survey https://go.cultureindex.com/p/UpeU1r0qxljwVCfyzN6y

Work Location: Remote

📌 Director, Sales (Toronto)
🏢 Thai United Food Trading
📍 Toronto