Senior Key Account Manager - Grocery & Drug Full-time/Permanent VP of Sales We are committed to fostering an inclusive, equitable, and transparent approach to compensation. This role is aligned to the posted salary range, and all offers are made within that range. When determining compensation, we thoughtfully consider the responsibilities of the role, internal equity, and market context, while valuing the diverse experiences, skills, and perspectives everyone brings.

This is an active permanent opportunity, and we are looking to welcome a long‑term team member who is eager to grow and make an impact. ASAP What started in a family garage has grown into a proudly family-led, award-winning company with more than 150 employees across North America. Today, our brands Crumps Naturals, Caledon Farms, and Dog Delights are helping shape the future of all-natural pet nutrition as we work toward becoming North America’s leading pet treat company.

Recognized as one of Canada’s Best Managed Companies, we are driven by more than just growth we’re driven by people. Your contributions help bring better, healthier products to pets and families every day.

Senior Key Account

Manager, you will be responsible for driving profitable growth across key retail accounts by developing strong customer relationships, leading strategic business planning, and identifying opportunities to expand distribution, assortment, and sales. You are a commercially minded and results-driven professional with strong negotiation, analytical, and relationship-building skills. Leveraging market insights and cross-functional collaboration, you will manage account performance, optimize trade investments, and deliver sustainable growth for both the customer and the business.

Strategic Account

Management - Ability to develop and execute account strategies, Joint Business Plans (JBPs), and long-term growth initiatives that drive sales and profitability. Commercial & Financial Acumen - Strong understanding of P&L; management, pricing strategies, trade spend optimization, margin management, and revenue growth.

Category

Management & Data-Driven Decision Making - Ability to leverage NielsenIQ, retailer data, and market insights to identify opportunities, develop recommendations, and support category growth.

Relationship





Building & Cross-Functional Collaboration - Proven ability to build strong customer relationships and effectively partner with Marketing, Supply Chain, Operations, Finance, and other stakeholders to deliver business objectives.

Retailer Relationship Management

Build and grow partnerships with Category Merchants and Directors, identify business opportunities, and develop strategies that support sustainable growth across assigned accounts. Distribution & Assortment Growth Drive distribution expansion by securing current listings, optimizing product assortment, and introducing relevant innovation opportunities that support retailer and consumer needs. Category & Innovation Leadership Lead annual category and innovation reviews using NielsenIQ data and retailer insights to provide recommendations on assortment, pricing, promotional strategies, and shelf placement.

Strategic

Account & Joint Business Planning Develop and execute annual Account Plans and Joint Business Plans (JBPs), aligning sales objectives, distribution goals, innovation launches, marketing initiatives, promotional activities, and long-term growth strategies. P&L; & Commercial Ownership Manage account profitability and commercial performance, including sales targets, net sales, gross margin, pricing strategy, and trade spend investment to achieve revenue and profit objectives.

Trade Promotion Management

Plan, execute, and evaluate promotional programs, including flyer activity, in-store displays, seasonal events, and digital retail media campaigns, while optimizing trade spend through ROI analysis.

Demand Forecasting

Collaborate with Demand Planning and Supply Chain teams to develop accurate forecasts for base business, promotional activities, innovation launches, and seasonal programs, ensuring product availability and minimizing supply disruptions. Cross-Functional Leadership Work closely with Marketing, Operations, Supply Chain, Logistics, Finance, and other internal stakeholders to ensure customer programs are effectively planned, communicated, and executed. Deductions & Commercial Compliance Manage trade deductions, reclamation costs,



pricing discrepancies, and customer claims while ensuring compliance with commercial agreements and protecting account profitability.

A Bachelor's degree in Business, Commerce, Marketing, Sales, or a related field; an MBA or postgraduate qualification is considered an asset. 5+ years of Key Account Management experience within the CPG, food, beverage, or consumer goods industry. Proven success managing major retail accounts and delivering profitable sales growth. Strong strategic account management, negotiation, and relationship-building skills.

Demonstrated experience developing and executing Joint Business Plans (JBPs) and customer growth strategies. Solid commercial and financial acumen, including P&L; ownership, pricing, margin management, and trade spend optimization. Strong analytical capabilities with experience leveraging NielsenIQ, Circana/IRI, or similar syndicated data sources to drive business decisions.

Knowledge of retail merchandising, assortment optimization, category management, and promotional planning.

Experience collaborating with cross-functional teams, including Marketing, Finance, Operations, Supply Chain, and Demand Planning. Excellent communication, presentation, and stakeholder management skills. Advanced proficiency in Microsoft Excel, PowerPoint, and business reporting tools.

A proactive, customer-focused, and results-driven mindset with the ability to thrive in a fast-paced environment. We are proud to be recognized as one of Canada’s Best Managed Companies, reflecting our commitment to excellence, innovation, and employee satisfaction. Competitive salary with performance-based incentives PTO: vacation, sick days, personal days, parental leave top-up Flexible hours, including summer hours, holiday hours and core working hours Employee Assistance Program (EAP) Employee referral bonus program Casual dress code Social committee with monthly engagement activities Anonymous employee engagement surveys Dog-friendly office with free treats!

The Crump

Group is committed to fostering a diverse, inclusive, and equitable workplace where everyone feels respected, valued, and supported. If you require accommodation at any stage of the process, we are happy to support you, Please contact us at [email protected] value unique perspectives and experiences that help us grow stronger as a team.

📌 Senior Key Account Manager (Winnipeg)
🏢 The Crump Group
📍 Winnipeg