Job description:

Job Title: VP, Commercial Sales

Job Summary: We are hiring for our client, a Canadian-based manufacturer and technology company specializing in engineered communications and connectivity solutions serving industrial, defence, and specialized commercial markets across North America and international regions. This role 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 VP 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 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.

The ideal candidate combines strong leadership capability with a growth mindset and demonstrated success building pipeline, winning new business, and expanding market share in technical, industrial, manufacturing, or related environments.

This is an opportunity for a commercially focused leader to make a direct impact on business performance while helping shape the future direction of a growing and innovative organization.

Job Type: Full time, permanent.

Job Location: Brantford, ON

Compensation Structure: $140,000 – $150,000 per year (depending on experience)



+ incentive + excellent benefits package + more

Responsibilities:

Commercial Strategy & Growth

- Develop and execute the company's annual and long-term commercial strategy.
- Establish and achieve revenue, contribution-margin and market-growth objectives.
- Identify and develop new markets, customers, applications, channels and strategic partnerships.
- Lead 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.

Sales & Marketing Leadership

- 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.
- Ensure strong customer coverage, retention and strategic account growth.

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.
- Identify customer and market requirements that support product innovation.
- 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.

Commercial Technology & Marketing

- 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 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

📌 Vice President of Sales (Brantford)
🏢 Godspeed Group
📍 Brantford