Vice President. Sales and Marketing

Reporting directly to the Chief Executive Officer and holding a seat on the company’s executive leadership team, the Vice President, Sales & Marketing will own commercial performance across the company’s full portfolio representing approximately $500 million CAD in annual revenue.

The VP will lead a team of sales and marketing professionals, with accountability for delivering revenue growth and increasing EBITDA through sales execution, marketing, and product innovation, and will have demonstrated experience using customer and market insights to drive innovation and growth.

This is a role with direct visibility to the Board and the ownership group, and is being built with an eye toward broader general-management responsibility over time for the right leader.

This executive will:

• Lead sales for the organization enterprise-wide, with a focus on being a cohesive, customer-first team.
• Design and execute a pull-through demand strategy with contractors, builders, and end-users that creates value for the company and distribution partners.
• Implement strategies to increase demand that align with distribution partners.
• Build marketing capabilities that elevate recognition and preference for the company’s brands.
• Partner with the CEO, CFO, COO and CHRO on enterprise growth strategy

Responsibilities:

Sales Leadership

• Lead, coach, and develop a high-performing team of sales professionals.
• Establish clear account ownership and customer engagement strategies.
• Implement best-in-class sales processes, tools, and performance metrics.
• Drive accountability, collaboration, and consistent execution across regions.
• Own and deliver specific, measurable EBITDA growth targets across the full ~$500M revenue base.
• Establish consistent sales management cadence (pipeline reviews, deal coaching, performance scorecards) that improve execution quality and predictability.
• Develop and execute a succession planning strategy for key sales and marketing leadership roles, ensuring a strong internal bench.

Customer-Centric Strategy

• Own strategic account planning for major distributors and buying groups.
• Identify and implement strategies that deepen relationships, increase collaboration, and add value to our customers.
• Generate actionable insights through customer journey mapping.

Pull-Through Demand Creation

• Build programs that create end-user demand.
• Support channel partners with tools, education, and co-marketing initiatives.
• Expand the company’s presence in projects through specification and brand preference.

Marketing & Brand Development

• Elevate the positioning around quality, specialty products, and trust for the company’s brands.
• Define and drive marketing strategies, content, and campaigns.
• Improve digital, trade, and in-market visibility.
• Ensure alignment between marketing initiatives and sales execution.

Innovation and Growth Strategies

• Lead collaboration with sales, operations, and leadership on product development opportunities.
• Lead a pipeline of innovation initiatives (products, services, packaging, commercial models) that drive incremental revenue and margin.
• Translate market insights into actionable business strategies that increase demand, improve competitive positioning, and drive profitability.

Growth and Profitability Levers

The VP is expected to actively manage and optimize:

• Price/value realization
• Product mix (shift to specialty, higher-margin products)
• Channel strategy and conflict reduction
• Demand creation efficiency (ROI on marketing)
• Innovation pipeline contribution
• Commercial due diligence and integration planning for acquisitions, in support of the EBITDA growth target

Enterprise Leadership & Growth

• Participate as a member of the executive leadership team in enterprise strategy, capital allocation discussions, and growth planning.
• Provide commercial due diligence input on acquisition targets and lead post-acquisition commercial integration.
• Represent the commercial function in periodic Board and ownership-group updates.
• Build cross-functional fluency across operations, finance, and woodlands.
• Partner with the CEO on succession planning and organizational development at the executive level.

What Success Looks Like

• Revenue growth of high-value items with key distribution partners.
• Year-over-year EBITDA growth attributable to key strategies, including product mix, pricing, and value-based selling.
• A measurable improvement in sales capability and effectiveness, reflected in win rates, pricing realization, and account growth.
• Build and execute customer and innovation roadmaps tied to revenue and EBITDA targets.
• Measurable pull-through demand from contractors, builders, and end users.
• Measurable revenue growth and margin improvement.
• A strong leadership bench, with succession plans in place for key roles.
• Effective representation of the company’s commercial strategy to the Board and ownership group.

Qualifications:

• 10+ years of progressive leadership experience in building materials or wood products.
• Experience managing a P&L of $200M+ in revenue, ideally across multiple business units or sites.
• Proven success selling through distribution channels (two-step distribution experience preferred).
• Demonstrated track record of driving revenue and EBITDA growth through innovation.
• Demonstrated ability to grow recognition and elevate brands.
• Proven ability to design and execute innovation-led growth initiatives, including measurable impact on revenue, margin, or market share.
• Experience leading and scaling sales teams.
• Demonstrated ability to unify teams and drive organizational change.
• Strong understanding of contractor, builder, and dealer dynamics.
• Experience operating across the Canada–U.S. border, including exposure to trade policy and tariff dynamics affecting cross-border sales.
• Prior exposure to a Board of Directors, ownership group, or public-company governance environment.
• Experience evaluating or commercially integrating acquisitions.

Preferred:

• Experience with specialty wood products, lumber, or related categories.
• Experience with ERP and CRM systems, including implementation experience.
• Experience with innovation stage-gate processes to prioritize and commercialize innovation initiatives.
• Exposure to big box retail through distribution channels.
• Experience leading both sales and marketing functions.

Leadership Profile

The ideal candidate is:

Hungry — brings high energy, initiative, and a proactive drive to continuously improve performance, pursue growth opportunities, and exceed expectations

Humble — prioritizes team success over personal recognition; seeks input, shares credit, and fosters a culture of collaboration, trust, and continuous improvement

Interpersonally smart — demonstrates strong judgment in navigating internal and external relationships; builds trust, alignment, and influence across teams, customers, and partners

Results-focused — brings intensity, discipline, and a relentless drive to deliver measurable financial outcomes, particularly revenue quality and EBITDA growth

Talent-builder — builds a high-performance team by developing people, strengthening capabilities, and actively planning for succession

Value-obsessed — starts with how to create the most value for the company and customers and works backwards

Customer-focused — able to visualize the customer's point of view and translate that into actionable opportunities

Strategic and hands-on — can think long-term and execute tactically

Commercially agile — understands pricing, margins, and channel dynamics

Innovative — consistently converts customer and market insights into scalable, profitable growth initiatives with measurable impact

Credible in the industry — understands building materials distribution deeply

Enterprise-minded — thinks and acts beyond the sales & marketing function; comfortable operating at the executive-team and Board level