General Manager – Sales Full Time

Join ITN Food Corporation as a General Manager – Sales

Are you a senior sales leader capable of overseeing business performance, driving disciplined execution, and leading growth across assigned regions and sales channels? ITN Food Corporation is seeking an experienced General Manager – Sales to provide hands-on leadership of sales operations, team performance, and revenue growth across assigned regions, ensuring disciplined execution and strong customer relationships.

Company Overview

For over 30 years, ITN Food Corporation has been dedicated to bringing the authentic flavours of South Asia to customers across Canada. We manufacture, import, and distribute premium food products through a strong network of distributors, independent retailers, and national accounts.

At ITN, we operate in a fast-paced, hands-on environment where accountability, operational discipline, and teamwork drive success. Our lean organizational structure provides leaders with the opportunity to make meaningful business decisions and directly influence company performance.

Position Overview

The General Manager – Sales is responsible for overseeing overall sales performance, customer development, and execution discipline across assigned regions and sales channels across Canada. This role combines leadership and direct field involvement across multiple regions and provinces, managing team performance, customer relationships, and day-to-day sales execution.

With opportunities for advancement in our growing company, you will oversee the sales function across assigned regions and sales channels, leading a distributed sales team across regions while maintaining direct involvement in key customer relationships and field execution, and reporting directly to the Director of Sales & Finance.

Role & Responsibilities

Overall Business & Sales Leadership

• Manage sales operations across assigned regions and sales channels to drive revenue growth, market expansion, and customer retention.
• Accountable for achieving assigned revenue, distribution, and profitability targets across assigned regions and channels.
• Assume full accountability for sales performance in a lean structure, including volume, distribution, collections, and direct involvement in key customer relationships and field execution.

Customer & Account Development

• Direct the development and expansion of relationships with distributors, wholesalers, and high-volume retail customers across Canada.
• Identify new business opportunities and convert prospective customers into active accounts.
• Reactivate dormant or underperforming accounts and expand product distribution within existing customers.
• Monitor customer business changes and assess associated risks or opportunities.

Team Leadership & Performance Management

• Lead, coach, and manage the sales team to ensure achievement of sales, distribution, and operational targets.
• Recruit, onboard, train, and evaluate sales representatives and merchandisers.
• Conduct regular performance reviews and field visits while maintaining clear performance expectations and accountability standards.

Financial Oversight & Risk Management

• Monitor receivables and ensure compliance with company credit policies.
• Support collections and intervene when necessary to mitigate financial exposure.
• Analyze sales data and operational metrics to derive actionable insights, monitor performance trends, and support data-driven decision-making across regions and channels.
• Ensure disciplined execution aligned with company financial and operational controls.

Market Execution & Operational Discipline

• Ensure consistent product placement, visibility, and merchandising standards across customer locations.
• Monitor inventory movement and proactively manage slow-moving or short-expiry products.
• Provide accurate sales forecasts and demand projections to support supply chain planning.
• Maintain disciplined reporting and documentation standards across all sales activities.

Cross-Functional Coordination

• Work closely with Finance, Supply Chain, Operations, and Senior Management to ensure seamless business execution.
• Provide regular performance updates and operational insights to support management decision-making.

Qualifications & Requirements

Experience

• 8 – 10 years of progressive sales leadership experience in food distribution or FMCG/CPG environments, including experience leading multi-region teams within a lean operating structure.
• Proven track record of managing teams, driving revenue growth, and overseeing business operations.
• Minimum 5 years of sales leadership experience within the Canadian food distribution or FMCG/CPG industry is required.
• Experience managing distributor-driven, independent retail, or South Asian / ethnic food distribution channels across multiple provinces in Canada is strongly preferred.

Leadership Capability

• Demonstrated ability to lead and develop teams across regions, enforce accountability, and deliver consistent performance in a lean organization.

Financial & Operational Understanding

• Strong knowledge of pricing, margins, receivables management, inventory control, and business risk management.

Communication & Reporting

• Strong communication and reporting skills with the ability to provide clear operational direction.

Language & Market Requirements

• Ability to communicate effectively in English is required.
• Proficiency in Hindi, Punjabi, or Urdu is strongly preferred due to the nature of the customer base and markets served.
• Demonstrated experience working with South Asian / ethnic retail, distributor, and wholesale customers in Canada is strongly preferred.

Technical Skills

• Advanced proficiency in Microsoft Excel and data analytics, including the ability to analyze large datasets, generate performance reports, and derive actionable sales insights.
• CRM and sales reporting system experience preferred.

Education

• Preferably an MBA or Master’s degree in Management, Marketing, or a related field

Eligibility Requirement

Applicants must be legally authorized to work in Canada at the time of application.

Travel Requirement

• Willingness to travel regularly across Canada to support customer relationships and business operations.

Why Join ITN Food Corp.

• Competitive Compensation: Cumulative compensation package, including performance-based incentive, up to $140,000 per annum.
• Leadership Responsibility: Opportunity to oversee business performance and lead strategic growth initiatives.
• Operational Authority: Direct involvement in key business decisions, customer relationships, and team leadership.
• Stable Organization: Established, growing company with a strong reputation in the food distribution industry.
• Job Type: Full-time, Permanent.

Schedule

Monday to Friday with weekends as needed. Extended hours and travel as required based on operational needs.

Work Location

Based at Head Office – Woodbridge, ON with regular travel across Canada as required to support customer relationships, sales execution, and business operations.

If you’re excited to grow with a company that values quality, diversity, and innovation, apply today by emailing your updated resume to: hr@itnfoodcorp.com