Sales Representative

Job Summary:

Reporting to the Manager, Regional Field Sales Western Canada, the Sales Representative is responsible for driving profitable sales growth and execution excellence throughout the assigned territory. This role develops existing customer relationships, acquires new customers, identifies and secures new in-store opportunities, and ensures best-in-class execution of retail programs. The Sales Representative serves as the primary field contact for assigned customers while supporting National Account and Independent Sales teams through merchandising, display execution, promotional activities, and local market intelligence.

Key Accountabilities:

• Manage an assigned territory to ensure effective customer coverage, execution excellence, and achievement of sales and distribution objectives.
• Build and maintain strong customer relationships through regular store visits, follow-up activities, and identification of business growth opportunities.
• Support Regional, National Account, and Independent Retail strategies by executing customer-specific programs, promotional initiatives, and in-store activities.
• Execute product launches, promotional programs, and point-of-sale (POS) initiatives while ensuring products and support materials are visible, available, and effectively merchandised.
• Drive increased product distribution, shelf presence, display activity, and overall visibility by identifying opportunities and sharing retail best practices with customers.
• Monitor and optimize distribution, pricing, promotional compliance, merchandising standards, and product visibility across assigned retail banners.
• Ensure effective merchandising execution, including stock rotation, display building, secondary placements, and maintenance of selling space.
• Support Independent Retail Specialists through merchandising, display execution, product demonstrations, customer support, and collection activities, as required.
• Manage a portfolio of direct-sale customers to increase rate of sale, improve customer satisfaction, minimize store-level credits, and deliver profitable growth.
• Remain informed of industry trends, competitive activity, and local market conditions, and provide actionable market intelligence to internal stakeholders.
• Complete required reporting, activity tracking, customer documentation, and administrative responsibilities accurately and on time.
• Participate in sales and business review meetings, contributing customer insights, execution feedback, market intelligence, and growth opportunities to support regional objectives.

Requirements:

• 1-3 years of retail sales, CPG, food service sales, merchandising, or account management experience.

• Post-secondary education (college diploma or university degree) is preferred.

• Experience calling on major and independent retail banners is considered an asset.

• Valid driver license and access to a reliable vehicle.

• Ability to travel regularly throughout the territory with overnight travel as required.

Job Posting Range:

• Hiring Range: CAD $56,523 - $75,458
• Bonus: This position is eligible for a bonus up to 10% of base salary subject to the plan terms and conditions.
• Please note that the expected hiring range provided is derived from a group of like roles within Sofina. The final offer amount for this role will be dependent on geographical region, applicable experience, skillset of the candidate and internal equity.

This position is currently an active vacancy.