Regional Sales Manager - Agriculture

Closing Date:
November 26, 2026 or until filled

UFA is seeking an experienced Regional Sales Manager to lead our agricultural sales team and drive business growth across Saskatchewan.

Reporting to the Director, Sales & Service, you will lead and develop a high-performing team, execute regional sales strategies, and drive sales growth, profitability, and market expansion. Working closely with Country Operations and Business Development, you will strengthen customer relationships, identify new opportunities, and deliver measurable business results.

This remote, field-based leadership position offers the flexibility to be based anywhere in Saskatchewan, with regular travel throughout the region.

• Lead the development and execution of regional sales strategies and customer-focused business plans to achieve established sales growth, gross margin, and profitability targets.
• Oversee annual sales planning, forecasting, performance tracking, and customer account strategies to support business objectives.
• Drive revenue growth and market share expansion by identifying business opportunities and ensuring disciplined execution of sales initiatives.
• Monitor regional sales performance, market conditions, and competitive activity to identify opportunities for improvement and business growth.
• Collaborate with Country Operations leadership to support regional EBITDA, inventory, and financial performance objectives.
• Ensure effective price stewardship and alignment with UFA's commercial strategies and business priorities.
• Lead, coach, and develop a regional sales team, including Assistant Sales Managers, Team Leads, and Customer Account Managers, to achieve individual and collective performance objectives.
• Establish clear performance expectations, provide ongoing coaching, and hold team members accountable for sales results, customer engagement, and execution of sales processes.
• Promote consistent adoption of UFA's sales methodologies, customer planning processes, and CRM practices.
• Identify opportunities to strengthen team capabilities through coaching, performance feedback, and professional development.
• Foster a collaborative, results-oriented team environment focused on accountability, customer service, and continuous improvement.

• Oversee the execution of regional customer plans to strengthen relationships with agricultural producers and support long-term business growth.
• Build and maintain strategic relationships with key customers, suppliers, industry partners, and internal stakeholders.
• Support the sales team in identifying new business opportunities, developing customer relationships, and delivering solutions aligned with producer needs.
• Ensure a consistent, high-quality customer experience through effective coordination between sales, operations, and other business functions.
• Maintain awareness of agricultural market trends, customer needs, and competitive activity across the region.

• Partner closely with Area Managers, Store Managers, Country Operations, and Business Development teams to align regional sales strategies with operational priorities.
• Support the implementation of sales initiatives and business strategies across UFA's agricultural product and service offerings, including crops and structures.
• Collaborate with internal stakeholders to address customer needs, improve sales processes, and support business performance.
• Promote effective communication, collaboration, and accountability between the regional sales team and operational leadership.

• Minimum 10 years of progressive experience in agricultural sales, business development, or related commercial roles, with demonstrated success selling products, services, and solutions to agricultural producers in Western Canada.
• Proven experience leading, coaching, and managing sales teams, with demonstrated success achieving revenue growth, sales targets, and business objectives.
• Strong understanding of Western Canada's agricultural industry, including crop production, farm inputs, agricultural retail, and producer needs.
• Demonstrated ability to develop and execute sales strategies, manage regional performance, and drive profitable business growth.
• Experience working in a results-oriented business-to-business (B2B) sales environment.
• Strong commercial and financial acumen, including experience with sales…