Business Development Associate – Ethnic Sales

Alsafa Foods is North America’s largest halal food brand, empowering Muslims through accessible, high-quality, guilt-free convenience foods. Recognized as one of Canada’s ‘10 Fastest Growing Companies of 2022’ by Insights Success Magazine, Alsafa thrives on innovation, agility, and strategic expansion. With 60+ SKUs distributed across leading retailers and ethnic store networks in both Canada and the U.S., our mission continues to resonate with diverse consumer communities across the continent.

We are seeking a results-driven, relationship-focused Business Development Associate to manage and grow our U.S. Ethnic Retail channel in assigned clusters such as Chicago or Texas. This role centers on building strong partnerships with distributors, expanding product distribution, ensuring merchandising compliance, and identifying new business opportunities within ethnic communities. The ideal candidate will combine strategic account management, field sales execution, and data-driven decision-making to deliver measurable growth.

The role involves regular market visits, frequent communication with distributor teams, and hands‑on activation of in‑store promotions. Extensive travel within the assigned cluster is required.

• Manage a dedicated territory with a focus on ethnic retail partners.
• Conduct regular store visits based on assigned routes, prioritizing top‑tier outlets for product availability and merchandising.
• Monitor freezer and shelf displays to ensure visibility, backup stock levels, and planogram compliance.
• Analyse store‑level sales data using Power BI to prepare for visits.
• Discuss upcoming promotions, product launches, or pricing with store contacts.
• Submit orders through Business Central by the daily cut‑off time to ensure timely fulfilment.
• Collect payments from stores with outstanding balances; enforce payment policies before re‑shipment.
• Identify and engage potential new accounts during territory travel; lead new account inductions.
• Track competitor activity and identify gaps for Alsafa product placement.
• Log store visit history, route tracking, and activity reporting.

• Handle expiry and short‑dated product approvals in coordination with line manager.
• Suggest and execute special promotions to capture shelf space or address aging inventory.
• Support monthly POP (Point‑of‑Purchase) material placement for seasonal campaigns.

• Prepare quarterly business reviews with data‑driven insights: sales by category, region, and channel.
• Participate in annual planning: reflect on achievements and propose targets with projected growth, supported by promotional and operational needs.

• Respond to last‑minute store issues or market shifts with on‑the‑spot visits or interventions.
• Stay flexible and responsive to dynamic market conditions, store closures, or emerging trends.

• Bachelor’s degree in Business, Marketing, or a related field.
• 2‑3 years of field sales, account management, or business development experience in CPG or food distribution.
• Proficient in Power BI, Repsly, and Business Central.
• Excellent communication, negotiation, and problem‑solving skills.
• Valid driver’s license and access to personal vehicle to cover sales territory.
• Ability to lift up to 15 kg as part of store activities.

• Customer Centric:
  Builds strong, lasting relationships with ethnic retail partners and distributors, ensuring product availability and merchandising excellence.
• Self‑Driven & Accountable:
  Independent and organized in managing store routes, with a track record of meeting KPIs and enforcing compliance.
• Analytical & Strategic Thinker:
  Interprets sales data (Power BI, Repsly) to guide store visits, promotions, and expansion opportunities.
• Agile Adaptor:
  Responds quickly to changing business scenarios, store issues, and dynamic market conditions.
• Innovative Relationship Builder:
  Brings fresh ideas for promotions, campaigns, and growth strategies while maintaining long‑term customer trust.

• Remote role with flexible field days based on territory needs.
• Regular store visits and occasional ad hoc stops as needed.
• Daily routing adjusted based on geography, performance, and store urgency.
• Monthly fuel and vehicle maintenance allowance provided;
  Mileage tracked via Repsly.
• Peak periods include Ramadan, BBQ season, and Back to School campaigns.

• Paid time off and casual dress code.
• Monthly vehicle maintenance allowance provided.
• Opportunity to work with a leading food brand in a growth‑focused environment.