VP, N.A. Food Service Sales - F&B Manufacturing

Position Summary

The VP, Food Service Sales (North America) is responsible for leading the food service sales strategy across Canada and the United States. This role drives regional sales performance, commercial execution, and organizational effectiveness while aligning with broader North American growth objectives.

Primary Responsibilities

• Lead the food service sales organization across North America with full accountability for Canada and U.S. performance.
• Oversee NA GPO and healthcare sales strategy and execution, ensuring alignment with customer needs and company objectives.
• [Develop and deliver annual sales budgets, forecasts, and execution plans to achieve revenue and growth targets.]
• Drive commercial effectiveness through improved sales processes, tools, reporting, and cross-functional alignment.
• Build, lead, and develop a high-performing sales team focused on performance, accountability, and customer growth.
• Collaborate cross-functionally with marketing, operations, finance, and category teams to support strategic initiatives.
• Establish and maintain strong relationships with key customers, partners, and industry stakeholders across North America.
• Drive pipeline strength, opportunity conversion, and execution of strategic customer initiatives.
• Travel across North America to support customer engagement, team leadership, and business development.

Education And Experience

• Minimum Required Qualifications:
• Bachelor’s degree in Business, Marketing, or related field; MBA or equivalent experience preferred.
• 10+ years of progressive sales leadership experience, including senior-level commercial responsibility.
• Strong food service industry experience across North America, including knowledge of regional market dynamics.
• Experience with both private label and national brand portfolios and customer-specific commercialization strategies.
• Proven expertise in RFPs, bids, and contract negotiations for complex opportunities.
• Demonstrated financial acumen including budgeting, forecasting, and performance analysis.
• Strong cross-functional leadership and collaboration skills.
• Ability and willingness to travel extensively across North America.
• This role includes leadership and development of a regional sales team, with responsibility for performance management, coaching, and succession planning.

KEY PERFORMANCE INDICATORS (KPIs)

• Achievement of revenue, margin, and growth targets across North America.
• Accuracy and delivery of sales forecasts and budgets.
• Win rate and value capture on RFPs and strategic customer bids.
• Customer retention, account growth, and expansion within key accounts.
• Strength and conversion of the commercial pipeline.
• Effectiveness and development of the sales team.
• Execution of cross-functional initiatives supporting commercialization and delivery.
• Performance and growth of GPO and healthcare channels.

Physical Requirements & Working Conditions

• Frequent: sitting, upward and downward flexion of neck; fine finger dexterity and light to moderate finger pressure to include extended periods of keyboard and mouse use, side-to-side turning of neck, walking, standing, bending and stooping, pushing/pulling, twisting at waist, moderate wrist torque to twist equipment knobs and dials.
• OCCASIONAL: squatting, kneeling, reach above and at shoulder height, moderate grasp to manipulate reference books and manuals; lifting objects weighing 20 – 35 lbs. from below waist to above shoulders and transporting distances up to 50 feet.
• VISION: Ability to see in the normal visual range with or without correction.
• HEARING: Ability to hear in the normal audio range with or without correction.

Supervisory Responsibilities

• This job description is not intended to contain a comprehensive list of the responsibilities that are required to successfully perform in this position. Other duties as assigned are part of every job description.