Director of Sales

About the role

Pelmen Foods, a Toronto‑based frozen food manufacturer, is seeking a Director of Sales to drive growth across Canada and the United States. Reporting directly to the President & CEO, you will own the execution of annual sales plans and shape the company’s expansion strategy.

Key responsibilities

• Develop and deliver annual sales plans and revenue targets for both Canadian and U.S. markets.
• Manage strategic relationships with national and regional retailers, distributors, wholesalers, and food‑service partners.
• Lead the broker network, set objectives, conduct business reviews and hold partners accountable.
• Control the trade‑spend budget, optimizing ROI on promotions, pricing and deal structures.
• Build and maintain accurate sales forecasts by customer, product and channel in collaboration with operations and finance.
• Partner with creative and operations teams on new product launches and sell‑in initiatives.
• Represent Pelmen Foods at trade shows, line reviews and key account meetings.

Required profile

• 15+ years of progressive sales experience in CPG or food manufacturing, including hands‑on broker management in Canada and/or the U.S.
• Proven track record with major Canadian grocery retailers (Loblaws, Sobeys, Metro, Walmart) and preferably U.S. retailers such as Costco, Sam’s Club, Walmart, Target or Kroger.
• Strong commercial acumen – trade‑spend management, pricing, P&L responsibility and forecasting.
• Comfortable working in a fast‑paced, founder‑led environment.
• Willingness to travel to the United States.
• Food‑service or frozen‑food category experience is a plus.

Required skills

• Proficiency with Asana or a similar project‑management tool.

What we offer

• Direct access to senior leadership and real ownership of growth initiatives.
• Opportunity to shape U.S. expansion, new product launches and trade strategy.
• Work with an established broker network and a portfolio with strong momentum.