Overview:
At KeHE, we’re obsessed with creating solutions, unboxing potential, and serving others – and it all starts with you. As an employee-owned distributor of natural and organic, specialty, and fresh products, we’re committed to making a positive impact and scaling our success together. With a culture that fosters development and opportunity, you’ll be embarking on a career that’s moving forward. When you join KeHE, you’re becoming part of a team that is a force for good.
Primary Responsibilities:
The National Account Manager (NAM) is responsible for leading strategic customer relationships with major national retail partners that are critical to the company’s success. This role is responsible for leveraging joint business plans to drive sustained, profitable account performance, building strong internal and external relationships and executing strong sales fundamentals including promotional planning and on-shelf availability of products across the multiple of banners and regions. Success in this role directly supports revenue growth, market share expansion, and customer satisfaction. The NAM works cross-functionally to align internal teams with customer-specific strategies and is a key player in shaping the company’s retail presence across Canada. As with all positions at Tree of Life Canada we expect that all actions will be consistent with Tree of Life Canada’s Mission, Vision and Values.
Essential Functions:
Strategic Account Ownership
- As primary point of contact and relationship manager, build and maintain strong, long-term relationships with key contacts at national retail accounts including sales and operations
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Lead Joint Business Planning (JBP), aligning customer, client and company strategies to meet volume, margin, and growth targets.
- Understand the retailer’s banner strategies, priorities, and regional variations. Own the country execution.
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Conduct regular business reviews and performance updates with retail partners and internal clients.
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Sales & Revenue Growth
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Own and deliver the sales forecast, revenue, and trade spend budget for each assigned national account
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Drive volume and distribution growth by protecting base business while identifying new business opportunities (channel strategies, improved shelf presence, off shelf merchandising etc.).
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Manage the customer P&L, including tracking and managing gross-to-net spending, ensuring trade promotions are efficient and aligned with ROI goals.
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Promotional Planning & Execution
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Partner with Brand team to develop national, regional or banner specific promotional and merchandising calendars
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Own the promotional planning and execution within assigned guardrails and investment budget
- Monitor performance of promotions and adjust strategies based on results – maximize investment & return
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Ensure flawless execution of account priorities working in coordination with field teams, brokers, and business partners.
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Forecasting & Financial Management
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Lead the monthly sales forecasting process in collaboration with demand planning and supply chain.
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Identify risks to inventory levels or supply continuity and proactively resolve with internal teams and customers.
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Monitor OTIF (on-time, in-full) performance and fill rates to meet customer expectations and minimize financial risks (fines)
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Monitor trade spend, evaluate ROI, and ensure promotional efficiency.
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Manage account-specific P&L including pricing strategy, trade funding, and promotional spend
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Data Analysis & Business Intelligence
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Analyze POS data, market share reports (e.g., Nielsen, IRI), and internal performance metrics to drive decisions.
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Monitor competitive activity, pricing trends, and category dynamics to identify risks and opportunities.
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Build customer presentations and scorecards to support category leadership and partnership development.
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Cross-functional Collaboration
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Thinking company first, function second, work collaboratively with:
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Field Sales & Operations, ensuring store level execution
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Marketing on customer-specific messaging and branding.
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Finance to manage pricing, trade spend, and customer profitability.
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Customer Service to ensure accurate and timely order fulfillment.
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Insights to align with shopper insights, trends and planogram strategies
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Supply Chain to best manage OTIF and inventory planning
Support and participate in food safety programs including SQF (Safe Quality Food).
Minimum Requirements, Qualifications, Additional Skills, Aptitude:
- A minimum of 6-10 years Distributor or CPG experience including at least 3-5 years experience managing national or major regional retail accounts. Field experience is an asset.
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Bachelor’s Degree in Business, Marketing or related field
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Proficiency in Excel, PowerPoint, CRM platforms, and syndicated data tools (e.g., BI, IRI, Nielsen). SAP experience is an asset.
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Deep understanding of the Canadian grocery landscape, especially how national retailers operate.
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Proven track record in hitting sales targets, managing trade investment, driving profitable category growth, and building account-specific strategies.
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Excellent negotiation skills, sales planning and forecasting skills.
- Proven & tested ability to interpret & leverage syndicated data (Nielsen, IRI), POS data, and internal financial reports to develop customer specific strategies and tactical plans
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Excellent written, verbal and interpersonal communication are required to express analytics and deliver presentations to various levels within the organization and externally to clients and customers.
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Ability to manage multiple accounts, complex projects, and competing priorities in a fast-paced environment.
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Bilingual (English/French) is an asset
The base compensation range for this role is $80,000 CAD - $120,000 CAD. Base pay is positioned within the range based on several factors including an individual’s knowledge, skills and experience with consideration given to internal equity. Base pay is one part of a comprehensive Total Reward program which also includes flexible and supportive benefits and other wellbeing programs. This role may also be eligible for an Annual Bonus based on a combination of enterprise and individual performance.
