Job Posting: Director of Sales – Grocery Retail
Company: Trifuno Sales Inc.
Location: Markham, Ontario (Hybrid Role – Vehicle & Travel Required)
Type: Full-time, Permanent
Reports to: VP of Sales
Works Closely With: President, VP of Operations & Supply Chain, Product Development and Marketing
About Trifuno Sales Inc.
Trifuno Sales Inc. is a leading sales, import, export and distribution partner serving major retailers across North America. We help manufacturers successfully bring products to market by combining strong retail relationships, sales expertise, supply chain execution and a deep understanding of the North American retail landscape.
Our business continues to grow, and we are building a high-performing team that values ownership, collaboration, transparency and excellence. We move quickly, think entrepreneurially and are committed to creating long-term value for both our retail and manufacturing partners.
Position Overview
We are looking for an experienced Director of Sales – Grocery Retail to lead and grow our business across key Canadian grocery accounts, with a primary focus on Loblaw Companies Limited and its banners.
This is a senior, hands-on sales role for someone who understands the Canadian grocery and CPG landscape, has strong retailer relationships, and knows how to identify opportunities, build compelling customer strategies, and convert those opportunities into sustainable growth.
The Director of Sales – Grocery Retail will take ownership of assigned retail accounts from strategy through execution, including relationship management, new business development, product presentations, line reviews, negotiations, promotional planning, forecasting and ongoing business performance.
You will work closely with our VP of Sales on overall commercial strategy and collaborate across Operations, Supply Chain, Product Development and Marketing to ensure we deliver exceptional execution for both our retail customers and manufacturing partners.
We are looking for someone who is entrepreneurial, proactive and highly accountable, someone who builds trusted relationships, creates opportunities rather than waits for them, and takes ownership of results.
Key Responsibilities
Retail Account Leadership & Growth
- Own and grow relationships with assigned grocery retail partners, with a primary focus on Loblaw Companies Limited and its banners.
- Develop strong relationships across buying, category management, merchandising and other key retailer stakeholders.
- Develop and execute account strategies designed to drive sustainable sales growth and strengthen Trifuno’s position as a trusted retail partner.
- Lead customer meetings, line reviews, business reviews, product presentations and other key selling opportunities.
- Understand each retailer's priorities, category strategies and business objectives and identify opportunities where Trifuno and its manufacturing partners can add value.
Business Development & Sales Execution
- Identify and pursue growth opportunities across existing and prospective grocery accounts.
- Proactively identify category gaps, emerging trends and retailer needs that can translate into new product and business opportunities.
- Lead new item presentations, product submissions, pricing discussions and negotiations through to listing and launch.
- Work with Trifuno's Product Development team and manufacturing partners to identify or develop products that address retailer opportunities.
- Build strong knowledge of Trifuno's product portfolio, manufacturing capabilities, competitive landscape and relevant category trends.
- Take ownership of sales targets and account performance, developing clear action plans to deliver against objectives.
Commercial Planning & Operational Execution
- Work closely with Operations and Supply Chain to develop accurate forecasts and ensure inventory, logistics and supply planning are aligned with customer requirements.
- Partner internally on promotional planning, new item launches, seasonal programs and other key customer initiatives.
- Monitor sales performance, service levels, fill rates and other key account metrics and proactively address issues that could impact the customer or business.
- Ensure customer commitments are communicated clearly internally and are operationally achievable before commitments are made.
- Maintain visibility to pricing, promotional activity, forecasts and other commercial requirements for assigned accounts.
Cross-Functional Leadership & Communication
- Serve as the internal commercial lead for assigned accounts, ensuring Sales, Operations, Supply Chain, Product Development and Marketing remain aligned.
- Provide timely and proactive communication regarding customer priorities, opportunities, risks and changes.
- Maintain accurate customer information, opportunities, forecasts and activity within Trifuno's internal systems.
- Collaborate with the VP of Sales and leadership team on broader sales strategy, customer priorities and growth initiatives.
- Represent Trifuno with professionalism, integrity and a solutions-oriented approach in all customer and manufacturing partner interactions.
Qualifications & Experience
The ideal candidate will bring a combination of grocery retail experience, commercial leadership, strong customer relationships and entrepreneurial drive.
- 7+ years of progressive sales, account management or business development experience within the grocery, food, beverage or CPG industry, with demonstrated responsibility for major retail accounts.
- Demonstrated experience managing and growing business with Loblaw Companies Limited and/or its banners is required, including a strong understanding of its buying, category management, merchandising and vendor environment.
- Established relationships with grocery buyers, category managers, merchants and other relevant retail decision-makers are considered a significant asset.
- Proven track record of growing sales, securing new product listings and developing successful long-term retail partnerships.
- Strong understanding of the Canadian grocery retail landscape, including category management, promotional planning, pricing, new item launches and retailer expectations.
- Demonstrated experience leading customer presentations, line reviews, negotiations and annual business planning.
- Strong commercial and financial acumen, including pricing, margins, promotional investment, forecasting and the financial implications of customer decisions.
- Strong analytical ability with the ability to interpret category, sales and market information and translate insights into actionable growth opportunities.
- Excellent presentation, negotiation, communication and relationship-building skills, with the confidence to engage senior retail and manufacturing stakeholders.
- Highly organized and disciplined, with the ability to manage multiple accounts, opportunities and priorities while maintaining strong follow-through.
- Entrepreneurial, proactive and results-oriented, with a strong sense of ownership and accountability.
- Demonstrated ability to work collaboratively across Sales, Operations, Supply Chain, Product Development and Marketing.
- Proficiency with Microsoft Office, particularly Excel and PowerPoint; experience with CRM systems, retailer portals and sales reporting platforms is an asset.
- Valid driver's licence and reliable access to transportation are required, as the position involves regular customer meetings and business-related travel.
What We Offer
- A team culture built on trust, clarity and genuine support. We communicate openly, move quickly and help each other grow personally and professionally.
- Meaningful ownership and impact. You will have the opportunity to lead and grow important retail relationships while directly influencing Trifuno's broader grocery retail strategy.
- Direct exposure to major Canadian and U.S. retail partners. You will work with leading retailers, manufacturing partners and senior decision-makers on meaningful growth opportunities.
- An entrepreneurial company that is scaling with intention. You'll be joining at a stage where strong leaders can shape how we grow, identify new opportunities and influence the future of the organization.
- A leadership team that values emotional intelligence, clear communication and presence. We care about how we show up, how we treat each other and how we serve our customers and partners.
- Competitive compensation, benefits and long-term growth opportunities. We invest in people who take ownership, create value and grow with us.
- A fast-moving environment that rewards initiative and solutions. If you see opportunities, take action, communicate well and deliver results, you will thrive here.
Join Trifuno Sales Inc.
If you are an experienced grocery sales leader with a proven track record of growing business with Loblaw Companies Limited, strong knowledge of the Canadian grocery landscape and a passion for identifying and converting new business opportunities, we would like to hear from you.
Trifuno Sales Inc. is an equal opportunity employer committed to providing an inclusive and accessible recruitment process. Accommodations are available upon request for candidates taking part in all aspects of the recruitment and selection process.
We appreciate the interest of all applicants; however, only candidates selected for an interview will be contacted.
Benefits:
- Commuter benefits
- Company events
- Dental care
- Disability insurance
- Extended health care
- Life insurance
- Mileage reimbursement
- Vision care
- Work from home
Application question(s):
- Do you have direct experience managing and growing business with Loblaw Companies Limited and/or its banners?
- Please briefly describe your experience with Loblaw, including the categories or products you managed and whether you directly worked with buyers or category managers.
- How many years of sales, account management or business development experience do you have within the grocery, food, beverage or CPG industry?
- Please provide one example of a new product listing or significant sales opportunity you personally secured with a major grocery retailer. What was your role and what was the result?
- Have you personally been responsible for all or most of the following: pricing and negotiations, promotional planning, sales forecasting, margin management and overall account performance for a major grocery retailer?
Work Location: Hybrid remote in Markham, ON
