Director of Sales - Canada

Swish Group of Companies

2d • CA$110,000 - CA$150,000 • Onsite

About The Position

Charlotte Products Ltd. is a proudly Canadian, family-owned formulator and manufacturer of high-performance cleaning and sanitation solutions, operating since 1986. We support businesses and institutions across Canada with innovative, award-winning products designed to keep facilities clean, safe, and compliant. We develop and manufacture professional-grade solutions for surface cleaning and disinfecting, foodservice and warewashing, laundry care, floor care, and specialty cleaning applications, delivering reliable performance with a strong focus on quality and sustainability. At Charlotte Products, our people, our science, and our commitment to customers are at the heart of everything we do.

Reporting directly to the Chief Executive Officer (CEO), the Director of Sales – Canada is responsible for leading and executing Charlotte Products’ sales strategy across Canada. This individual will oversee all aspects of the Canada sales team, driving revenue growth, market expansion, and brand positioning across the company’s three primary commercial channels: Janitorial, Food Service, and Industrial. This position plays a key role in developing the distributor network in the short to mid term, while also focusing on long-term strategies to increase brand awareness and end-user demand. The Director will collaborate closely with executive leadership and cross-functional teams to align Canadian sales efforts with the company’s broader North American growth objectives. With continued company growth, this role is positioned to evolve in scope and influence, offering meaningful opportunities for expanded leadership and strategic contribution.

Requirements

• Minimum 10 years of national B2B sales experience, preferably in distribution-based industries.
• Proven track record of building and scaling sales teams, driving growth, and developing market entry strategies.
• Experience managing multi-province sales teams and distributor networks.
• Strong understanding of commercial supply chains and long-cycle B2B sales.
• Demonstrated leadership, analytical, and communication skills.
• Strong strategic planning and execution skills.
• Ability to manage through change and lead in evolving, fast-paced environments.
• Effective team management, coaching, and mentorship abilities.
• Advanced CRM and reporting proficiency; strong MS Office literacy.
• High degree of business, financial, and operational acumen.
• Excellent written, verbal, and presentation skills.
• Bachelor’s degree in Business, Sales, Marketing, or related discipline required.

Nice To Haves

• Professional designation or accreditation as a recognized sales professional is an asset.

Responsibilities

• Develop and implement annual business plans and territory strategies that support corporate objectives and revenue targets within the Canadian market.
• Lead the execution of sales initiatives focused on expanding distributor partnerships and capturing new business opportunities.
• Oversee sales pipeline, new account rollouts, and performance metrics using company CRM and reporting tools.
• Monitor gross margins, pricing strategies, and competitive positioning; report findings to the Chief Executive Officer.
• Manage, coach, and develop a high-performing Canadian sales team to ensure accountability, growth, and consistent execution.
• Provide performance feedback, development planning, and succession strategies.
• Recruit and onboard top-tier sales talent; maintain a strong and active candidate pipeline.
• Foster a performance-driven culture with a focus on resilience, transparency, and continuous improvement.
• Build and maintain key customer relationships, especially at the senior executive (C-level) level.
• Drive Canadian brand awareness through distributor education and end-user engagement initiatives.
• Identify new growth markets and ensure adequate sales representation in target geographies.
• Leverage the Canadian-based manufacturing advantage and favorable currency position to drive Canadian market penetration.
• Work cross-functionally with executive leadership, marketing, operations, and finance teams to align sales strategy and execution.
• Participate in corporate strategic planning and advise on Canadian market trends, customer feedback, and buying behaviors.
• Communicate regularly with internal stakeholders and provide sales updates, forecasts, and performance analysis.
• Develop and manage Canadian sales budgets, expenses, and profitability targets.
• Prepare monthly reports on revenue, forecasts, market share, and growth initiatives.
• Oversee proposal development, pricing models, and margin management initiatives.

Benefits

• Starting at 4 weeks vacation
• Car Allowance & Gas Card for business use
• Company-paid Extended Health & Dental Care
• Company contributions to a Registered Retirement Savings Plan (RRSP)
• Employee & Family Assistance Program (EFAP)
• Rewards & Recognition program that celebrates great work and meaningful contributions
• Access to hundreds of employee discounts across home, wellness, travel, fashion, and more
• Unlimited training and development with an industry-leading brand to help you grow your career

What This Job Offers

• Job Type: Full-time
• Career Level: Director