Regional Sales Manager - BC

Affinity Group • Burnaby, BC

2d • Onsite

About The Position

Affinity Group Canada is seeking a results-driven Regional Sales Manager (RSM) to lead our British Columbia region. This role is responsible for driving sales performance, developing a high-performing team, and ensuring strong execution of national client strategies within the regional market. The RSM plays a critical leadership role—connecting client managers, distributors, culinary teams, and sales representatives to deliver consistent, measurable results while adapting to local market dynamics.

Requirements

• 5+ years of foodservice sales experience (brokerage or manufacturer preferred)
• Previous leadership experience strongly preferred
• Strong understanding of foodservice distribution and operator landscape
• Excellent communication, coaching, and relationship-building skills
• Proficiency in CRM systems and Microsoft Office
• Valid driver’s license and ability to travel within BC

Responsibilities

• Lead, coach, and develop a team of Account Managers and Sales Representatives
• Conduct regular field ride-alongs and performance discussions
• Set clear expectations and drive accountability across the team
• Support ongoing training and professional development
• Foster a culture of collaboration, performance, and ownership
• Execute sales plans aligned with national priorities and client objectives
• Ensure strong call cycle compliance and territory coverage
• Drive results through disciplined pipeline and opportunity management
• Monitor KPIs including call activity, wins/losses, and sales performance
• Strengthen relationships with Tier 1, Tier 2, and specialty distributors
• Support new product listings and ensure compliance across accounts
• Expand operator penetration across key segments (independent, healthcare, QSR, etc.)
• Participate in food shows, culinary demos, and customer engagement activities
• Act as a key liaison between regional teams and Client Managers
• Ensure timely reporting, follow-ups, and execution of client initiatives
• Provide market insights, competitive intelligence, and growth opportunities
• Maintain high standards for CRM accuracy and reporting
• Track and manage regional performance against targets
• Leverage data to drive informed decision-making and improve execution
• Deliver or exceed regional sales targets and KPIs
• Maintain strong field presence with consistent market engagement
• Drive execution excellence across all territories
• Lead with accountability, professionalism, and integrity
• Support change management and evolving client priorities

Benefits

• Accessible workplace
• Accommodations available on request for candidates taking part in all aspects of the selection process
• Equal Opportunity Employer
• Celebrate diversity
• Commitment to creating an inclusive environment for all employees
• Do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics.
• All employment is decided on the basis of qualifications, merit, and business need.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed