General Sales Manager

The Dufresne Group is the largest licensee of Ashley in Canada, with locations from B.C. to Ontario. Our teams are committed to supporting our guests in finding the perfect home furnishings to help make their space a home.

If you are guest-centric, goal-oriented and want to Make Life Better for our guests and our communities, then we want you on the Ashley Canada team.

Ashley Canada is currently seeking an General Sales Manager for our St. Catharines store, located at 285 Geneva St.

As a Sales Manager you will be responsible for day-to-day operations and coaching the sales team to execute the Ashley Sales Approach effectively. You will collaborate with the Store Operations Team to implement strategies to maximize sales and guest experience, and achieve performance goals in key areas. 

Ashley is committed to investing in our team members; we offer:

• Competitive Salary between $70,000-$90,000 per annum & eligibility for a quarterly bonus


• Comprehensive benefits plan, educational assistance program and excellent employee discounts


• Career growth and continuous development


• A fun and collaborative working environment


• World class training programs for sales team members and leaders


• The opportunity to work with a purpose-driven organization that is consistently ranked as one of Canada’s Best Managed Companies

As the General Sales Manager you will:

• Meet or exceed individual and store-established goals for sales volume, margin, performance indexes, conversion rate, average sale, and mattress per guest (MPG). 


• Coach and assist sales team members in achieving personal sales targets to meet or exceed sales team written sales goals each month.


• Develop the sales team through motivation, coaching, and product knowledge education.


• Train and coach the sales team on products, upcoming promotions, selling skills, execution of company policies, and administrative processes.


• Ensure all guests receive exceptional customer service.


• Ensure the overall appearance and presentation of the store, both interior and exterior, and store operating protocols are in place to make it a great shopping environment for guests.


• Ensure stock availability when selling and enter orders into the system. Make approximate delivery dates clear to each client.


• Shop the competition regularly. Maintain knowledge of their pricing, programs, products, and services.


• Lead weekly and daily meetings and training sessions that inspire the sales team and ensure the retention of key points.

As a successful candidate you will have the following:

• Post-secondary education in business, marketing or related field. A combination of education and related experience will be considered.


• 5 years of proven success in previous experience as a sales representative or sales manager, consistently meeting or exceeding targets.


• 2-3 years of experience in retail or hospitality management.


• Previous supervisory experience in a team environment


• Demonstrated working knowledge of MS Office products and ability to learn in-house computer programs.


• Excellent coaching and mentoring skills.


• Professionalism with excellent interpersonal and verbal communication skills.


• Must complete and pass in-house training programs on selling and product knowledge.


• Commitment to professional and personal development.


• Must be available to work long, irregular hours standing, including days, evenings, and weekends.


• Criminal Record Check required.