Regional Sales Manager

Overview

Farm Frites is an international family-owned company specializing in potato products. For over 50 years, we have been passionate about creating tasty products that bring people together all over the world. We work closely with farmers, customers, and colleagues to grow our business in a forward-looking, flexible, and fair way.

Within North America, we are focused on strengthening our commercial position and accelerating growth across key regions, channels, and customer segments. To support these ambitions, we are looking for a commercially driven and entrepreneurial Regional Sales Manager / Regional VP of Sales – Canada East.

Your role

As Regional Sales Manager / Regional VP of Sales – Canada East, you are responsible for developing and executing the commercial strategy across Eastern Canada, with a primary focus on Quebec and Ontario
. You play a key role in growing Farm Frites’ regional business by building strong relationships with chains, wholesalers, distributors, brokers, and regional operators.

You are commercially sharp, highly self-driven, and able to create momentum in the market. You know how to identify opportunities, build trust with customers and partners, and turn commercial plans into concrete results. In this role, you combine strategic territory management with a hands-on sales approach and strong execution discipline.

The preferred base for this role is in the Montreal or Toronto area
, providing strong access to the core territory and customer base across Eastern Canada.

Purpose of the role

The Regional Sales Manager / Regional VP of Sales – Canada East is responsible for driving profitable growth and strengthening Farm Frites’ commercial presence across the region. The role exists to expand market share, develop regional customer partnerships, and ensure strong commercial execution through direct sales, distributor management, and broker collaboration.

You bring energy, ownership, and commercial focus to the region, while building a strong foundation for sustainable growth across Quebec and Ontario.

What you will do

• Develop and execute a regional commercial strategy to drive profitable growth across Eastern Canada.
• Identify, prioritize, and convert new business opportunities within the region.
• Build a strong market presence for Farm Frites across Quebec and Ontario.
• Translate market developments, customer needs, and competitive insights into clear commercial actions.

Chain and customer management

• Build and maintain strong relationships with regional chains, food service operators, and key customers.
• Identify opportunities to grow business with existing customers and develop new strategic relationships.
• Negotiate commercial agreements and support the implementation of customer plans.
• Ensure a consistent, professional, and value-driven approach in all customer interactions.

Distributor and broker management

• Manage and support distributors to maximize product availability, visibility, and sales performance across the region.
• Build effective partnerships with brokers and guide them toward clear commercial priorities.
• Monitor distributor and broker performance and ensure follow-up on agreed objectives.
• Actively support field execution and ensure strong commercial alignment in the market.

Sales planning and execution

• Take ownership of forecasting, pipeline management, and regional sales planning.
• Monitor inventory, sales performance, and commercial opportunities in order to act proactively.
• Translate strategic goals into practical execution plans with clear follow-up.
• Ensure strong discipline in planning, reporting, and performance management.

Cross-functional alignment

• Work closely with the Commercial Director North America to align on priorities, market approach, and growth opportunities.
• Coordinate with internal stakeholders across sales, marketing, supply chain, and finance.
• Share relevant market intelligence and customer developments with the wider organization.
• Support collaboration between regional market execution and broader North American commercial objectives.

What you bring

Experience

• Bachelor’s degree in Business, Sales, Marketing, or a related field.
• Proven commercial experience in regional…