POSITION TITLE: National Sales Manager

REPORTING TO: President

DATE LAST REVISED: April 2026

General Accountability
Management of sales for GFS and Sysco nationally, including oversight of the Internal Sales team and the Broker network across Canada. Responsible for ensuring consistent, profitable growth in sales revenues through effective planning, deployment, and management of the Broker network. The Sales Manager will identify objectives, strategies, and action plans to drive both short- and long-term sales and earnings growth. The National Sales Manager will report weekly activity through the CRM system and achieve key performance indicators agreed upon every 90 days. Additionally, this role requires attendance, participation, and reporting at monthly Management meetings. The position involves frequent travel to support national operations, including occasional out-of-province travel.

Specific Accountabilities:
Brand & Product Representation

- Always represent the company in a professional and positive manner.
- Maintain strong knowledge of Product lines, capabilities, and processes.
- Promote and educate customers, brokers, and partners on product services.

Sales Strategy & Planning

- Develop and implement sales strategies to achieve organizational goals and revenue targets
- Set and monitor individual and team sales targets
- Create and execute short – and long-term sales plans (e.g., quarterly, 90-day, annual)
- Provide Rationale and adjustments when targets are not achieved.

Account & Relationship Management

- Manage key accounts, national accounts, and multi-unit customers
- Maintain relationships with distributors, brokers, and strategic partners
- Conduct regular account reviews to address performance,



inventory, and growth opportunities
- Handle customer concerns, complaints, and service issues in a timely manner.

Channel & Network Management

- Oversee and support broker networks and internal sales teams
- Expand and manage distribution channels, including direct delivery and two-tier partners.
- Service national distributers and key segments (e.g. healthcare, food service, institutional accounts)

Business Development

- Identify, vet, and pursue new business opportunities and leads for profitability
- Support development of sales presentation, proposals, and new product opportunities
- Manage co-packing opportunities from concept through execution
- Attend trade shows, networking events, and industry functions to build relationships

Cross-Functional Collaboration

- Work with internal teams to support product development, customer solutions, and operational execution
- Coordinate responses to customer requests, custom projects, and unique opportunities
- Align sales efforts with company capabilities and production planning

Skills and Attributes:

- Excellent written and verbal communication
- Analytic skills that require understanding of margin and pricing cost
- Organization and planning
- Problem solving and analysis
- Proficient with windows, power point, excel capabilities
- Formal presentation skills




- Persuasiveness/negotiation skills
- Adaptability
- Innovation
- Judgment
- Decision-making
- Organized
- Ease with customer research and market analysis
- Formal presentation skills
- Valuable listening and note taking abilities

Qualifications, Education, Experience:

- Bachelor’s degree in business or business administration
- 10 + years sales experience

Working Conditions:
Physical Effort: Majority of time is spent in a comfortable position and most activities require a variety of easy muscle movements. Sustained keyboarding with a required ability to sit for extended periods of time.
Physical Environment: Climate-controlled office setting with some work in an environment that contains only occasional exposure to mild unpleasant or disagreeable conditions, with a remote possibility of risk of accident or health hazards. The role also involves frequent time spent driving to meet with customers and prospective clients.
Sensory Attention: Work activities involve need to concentrate for intermediate durations at a time with some tasks requiring close attention. The need for detailed or precise work is high.
Mental Stress: Frequent exposure to mental pressure conditions where mental stress would be noticeable (e.g. deadlines that have aspects of conflicting and/or competing pressures).
Please note: The above statement reflects the general details considered necessary to describe the principal functions of the job identified and shall not be considered as a conclusive description of all work required in the position. This job description may be subject to change in order to meet organizational, client or operational requirements

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