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Vice-President of Sales (Food & Beverage - CPG)
Job Posting Category: Experienced Professionals (1+ years)
Career Level: Executive (SVP, VP)
Industry: Packaged Goods
Job Category: Sales
Years Experience: 15+ Years
Job Type: Full-time
Number of Positions: 1
Posting Date: June 20, 2022
Job Location:

St. Johns, NL
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Job Description

Vice-President of Sales (Food & Beverage - CPG)

Our client, a Bottler & Distributor for leading Consumer Goods Beverages, located in St. John’s, Newfoundland and Labrador (NL) is looking to hire a Vice-President of Sales on a full-time, permanent basis.

Reporting to the President, the Vice-President of Sales will be responsible for driving sales and profitability objectives for the Company for Retail (90%) and Foodservice (10%), and to develop strong business relationships with franchise bottle counter-parts throughout the country.

This role will require the incumbent to work full-time at the company’s head-office in St. John’s, Newfoundland and Labrador (NL). A comprehensive relocation package is available.

For further information on living in St. John’s, NL, please inquire!

Position Objectives:

  1. Effective management and liaison of business relationship with franchise head office.
  2. Overall management and execution of fact-based sales strategies to maximize, sales volume, revenue, margin, price blends, package mix and profitability.
  3. Ensure full distribution for all account channels and overall management of account sales in the market place in a DSD environment.
  4. Ensure customer price compliance through effective sales management principles.
  5. Foster and develop meaningful business relationships with customers.
  6. Ensure engagement of sales department staff.
  7. Ensure compliance for PQI (Product Quality Imperative).
  8. Identifying opportunities within chain customers or channels.
  9. Ensure development and successfully selling of customer plans that include annual Customer Development Agreements, strategic and tactical pricing plans and promotional plans that align with and support the customer's and Company’s systems business objectives and strategies.
  10. Compliance with company human resource, respectful workplace, safety practices and procedures.


  1. Strategic planning for sales.
  2. Management of franchise relationship.
  3. Ensure effective engagement and coaching of all sales staff.
  4. Development of customized business plans addressing the critical needs of the customer while maximizing, sales volume, revenue, margin, price blends, package mix and profitability.
  5. Ensure business reviews, business updates, business development Initiatives, and new products programs for customers are complete.
  6. Maintenance and development of market share in all channels.
  7. Monitor competitive activities for all account channels, and formulate/present sound business strategies.
  8. Ensure front line sales group maximize all equipment, display and rack placement are implemented for all channels.
  9. Ensure the development and execution for new business leads, ideas and initiatives account for head office Management/communication.
  10. Actively participate in the AOP (Annual Operating Plan) and forecasting process relative to assigned key accounts.
  11. Effective overall management, and administration, of sales operation network.
  12. Conduct regularly scheduled in market trade visits to identify opportunities, monitor success of Company’s initiatives as well as all competitive activity.
  13. Administer, track and fully execute Customer Development Agreements.
  14. Develop collaboratively with customers a strategic plan (price/package) that generates desired results for both the customer and the Company system.
  15. Conduct post promotional analysis measuring the success levels of promotions making any necessary changes.
  16. Work with internal system partners to gain key market and customer insights for use in customer sales/business development meetings and discussions.
  17. Other duties as assigned.


  1. Bachelors or Masters Degree in Business /Marketing
  2. 5-10 years Consumer Packages Goods senior sales experience.
  3. Strong category management skills
  4. P/L and forecasting experience
  5. Proficient in Microsoft software – Word, Excel and PowerPoint


This client is seeking an individual with the following qualities:

Strong business & financial acumen

Strong negotiation and influencing skills

Effective Relationship builder

Customer solutions-focused

Strategic and forward-thinking mentality

Superior decision-making and problem-solving skills


Analytical, Financial Acumen

Strong Attention to Detail

Excellent written and verbal communication skills

Strong interpersonal and communication skills

Excellent time and project management skills

Proven presentation skills

Strong People Development Skills – Coaching & Mentoring

Comprehensive business plan development skills

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