Director, Sales & Marketing ,Natural Health Products

Job Summary

The Director of Sales – Retail Health Food Division is responsible for leading and executing the national sales strategy across Canada’s health food retail channel. This role drives revenue growth, market share expansion, and strategic partnerships across independent health food stores, regional banners, and key national accounts. 

This leader oversees a high-performing sales team, builds strong relationships with key retail partners, and collaborates cross-functionally to deliver best-in-class execution across merchandising, promotions, education, and category management. 

Job Responsibilities

Strategic Leadership 

• Develop and execute the national sales strategy aligned with company growth objectives


• Identify market trends, competitive landscape, and emerging opportunities


• Establish annual and long-term sales targets, budgets, and KPIs

Team Leadership, Development & Resource Alignment 

• Lead, coach, and develop a national team


• Build and scale the organization through strategic hiring


• Foster a high-performance culture


• Implement ongoing training programs


• Collaborate with other Directors to manage shared resources


• Balance field team focus across priorities

National Demo & Events Program Management 

• Own and lead national demo and event strategy


• Recruit, onboard, and manage demo representatives


• Develop and deliver training programs


• Execute in-store demos and activations


• Track and evaluate ROI and program effectiveness

Education & Knowledge Leadership 

• Champion continuous learning


• Partner with Medical and Trade Marketing on education


• Oversee retailer education programs


• Translate scientific information into selling tools

Key Account & Channel Management 

• Manage top national and regional retail accounts


• Lead negotiations on pricing, promotions and distribution


• Ensure optimal assortment and execution

Revenue Growth & Execution 

• Drive sell-in and sell-through strategies


• Oversee promotions and product launches

Cross-Functional Collaboration 

• Work with Medical, Marketing, Supply Chain, Finance and Product Development


• Co-develop go-to-market strategies

Analytics & Reporting 

• Monitor sales performance and ROI


• Present business reviews to executive leadership

Job Requirements

• Education
  
  
  
  • Bachelor's degree in Business, Marketing, Sales, Nutrition, or a related discipline, or an equivalent combination of education and experience
    
    
  
  
  
  


• Knowledge, Skills and Abilities
  
  
  
  • Strong business acumen with the ability to analyze performance, identify opportunities, and develop customer-focused solutions.
    
    
  
  
  
  


• Experience
  
  
  
  • Minimum of 10–15 years of progressive experience in account management, sales, business development, or customer relationship management.
  
  
  • Experience within the Vitamins, Minerals & Supplements (VMS), Natural Health Products (NHP), Consumer Packaged Goods (CPG), dietary supplement, or healthcare industry is strongly preferred.
  
  
  • Experience managing retail, distributor, and/or e-commerce accounts is considered an asset.
  
  
  • Excellent communication, relationship-building, presentation, organizational, and problem-solving skills.
  
  
  • Ability to work independently while collaborating effectively within a cross-functional team environment.