National Sales Manager

Handfuel is a fast-growing Canadian CPG brand operating omni-channel with a strong and expanding retail footprint across national grocery, regional banners, and the independent channel. We are a founder‑led, high‑performance team focused on building a nationally recognized brand through disciplined execution, strong retail partnerships, and operational excellence.

We are looking for a National Sales Manager, Retail Channel to lead and scale all our retail channels across Canada.

The National Sales Manager will own national and regional retail growth, merchandising partner performance, distributor relationships in the independent channel, trade strategy, and national product launches.

• Own relationships with major Canadian grocery accounts
• Track and improve execution performance at store level
• Negotiate pricing and promotional programs

• Own relationships with regional food distributors and DSD partners
• Develop distributor‑specific promotional calendars
• Plan volume incentives, flyer features, and sales rep programs
• Track sell‑in vs sell‑through performance
• Manage pricing, margin structure, and trade investment at distributor level

• Lead end‑to‑end execution of new SKU launches
• Coordinate cross‑functional launch plans with marketing and operations
• Align marketing support with launch timing
• Track post‑launch performance and velocity weekly
• Ensure launches stick — not just get listed
• Own and manage the annual trade budget
• Evaluate promotional ROI by customer and channel
• Optimize promotional depth and frequency
• Evaluate margin by customer

This is a hands‑on leadership role. The ideal candidate is both strategic and execution‑focused, someone who can build relationships at head office while also managing portals, driving distributor performance, and holding partners accountable.

We are seeking an experienced sales professional who can demonstrate relentless follow‑through, strategic execution, show accountability right through to the retail checkout and who works well with data and people.

• 5+ years of CPG sales experience
• Experience managing Canadian national grocery accounts
• Proven track record launching new SKUs into retail
• Experience managing brokers and distributor partners
• Strong understanding of trade spend, margin management, and revenue growth
• Comfortable operating in a high‑growth, founder‑led environment
• Highly organized and detail‑oriented

This is an opportunity to play a leadership role in scaling a high‑potential Canadian CPG brand. You will work directly with ownership and have real influence over growth strategy, retail expansion, and commercial execution.

If you are a builder who thrives in a fast‑moving environment and wants to help scale a nationally recognized brand, we would love to hear from you.