Our client, WADE Antenna, is looking for an experienced Vice President of Commercial Sales.

Reports to: President

Member of: Senior Management Team

This position is a new role.

If you've ever wanted to join a company before it becomes a major industry success story , this is your moment. WADE Antenna is experiencing unprecedented growth as we support increasingly significant initiatives within Canada's defence and mining ecosystem. The work is meaningful, the pace is exciting, and the opportunities for personal and professional growth are substantial. Join us and be part of a team that's helping build something bigger than ourselves and making a real contribution to Canada's future.

Job Summary

The Vice President, Commercial Sales is responsible for developing and executing the company's commercial strategy to drive sustainable revenue growth, profitability, market expansion and long-term customer value.

This position provides executive leadership for Sales, Marketing and Business Development and is accountable for achieving the company's revenue and contribution-margin objectives. The Vice President will lead the development of existing and new markets, strengthen strategic customer and partner relationships, and identify opportunities to diversify the company's markets, products and revenue streams.

The Vice President works closely with the President, GM and Senior Management Team, as well as Engineering, Operations, Procurement and Finance, to align commercial strategy with the company's overall strategic plan and operational capabilities.

Key Responsibilities

- Develop and execute the company's annual and long-term commercial strategy.




- Establish and achieve revenue, contribution-margin and market-growth objectives.
- Support president with expansion in strategic markets including Canadian DND, American DOD, IIoT, Drone Defence and other targeted industries.
- Monitor market trends, competitive activity, pricing and customer requirements to identify opportunities and risks.
- Develop strategies to optimize product mix, pricing and overall commercial profitability.
- Provide leadership, direction and accountability to the Sales, Marketing and Business Development teams.
- Establish sales targets, KPIs, compensation plans and performance expectations.
- Build and maintain a high-performing commercial organization capable of supporting future growth.
- Maintain executive relationships with key customers, distributors, agents and strategic partners.
- Participate in major quotes, negotiations and strategic projects.

Business Development & Market Expansion

- Build and maintain a qualified sales pipeline aligned with company growth objectives.
- Develop strategic partnerships and distribution relationships that expand market reach.
- Identify opportunities to diversify the company's customer base and industries served.
- Represent the company with key customers, government organizations, industry partners and other strategic stakeholders.





Product & Commercialization Strategy

- Provide market direction to Engineering and support the development of new products and technologies.
- Lead the commercial strategy for new product launches and commercialization.
- Support the NPI process to ensure new products meet identified market opportunities and profitability objectives.
- Implement automation, AI and CRM/SDC tools to improve sales productivity, forecasting and customer engagement.
- Develop and execute digital marketing and lead-generation initiatives, including social media, webinars, virtual tradeshows, email marketing and SEO.
- Use data and market intelligence to improve commercial decision-making and sales effectiveness.

Financial & Performance Management

- Own the commercial budget and sales forecast.
- Monitor revenue, contribution margin, pipeline and other key commercial KPIs.
- Provide regular commercial performance reporting to the President, GM and Senior Management Team.
- Identify performance gaps and implement corrective actions to achieve objectives.
- Ensure commercial resources and investments are aligned with strategic priorities and expected return.

Cross-Functional Leadership

The Vice President, Commercial Sales maintains close working relationships with Finance, Operations, Production, Engineering, Procurement, Quality and Marketing to ensure customer commitments and commercial initiatives are aligned with the company's financial, technical and operational capabilities.

The position acts as a key voice of the customer and marketplace within the organization, p

📌 Vice President of Commercial Sales (Canada)
🏢 Humani HR
📍 Canada