Position Summary:
The Region Sales Leader (RSL) is responsible for leading a regional area team to achieve profitable sales growth, people growth, market share growth, customer relationship and brand health. The RSL is responsible for return objectives by ensuring critical field sales initiatives are developed, managed and executed effectively in the regional marketplace and the sales center(s). The RSL leads a team consisting of Market Sales Leaders, Operational Sales Leaders and Frontline Independent Operators, engaging and empowering the team to execute with excellence and deliver on accountabilities.
The primary role is to positively impact the ability of the sales team by leading, developing and motivating the team to maximize retail sales, merchandising and execution, drive continuous improvement of processes through the world-class sales center and shape future strategy and direction within the region.

Key Accountabilities:
Mindsets & Behaviors

• Understands, embodies and leads DSDE practices and acts upon the vision and values of Bimbo Canada on a daily basis
• Exemplifies the characteristics of Bimbo Canada and its brands and extend those brand values through daily activities and leadership and interactions in the workplace
• Establishes team goals and communicate them to help achieve performance targets.
• Foster an atmosphere of continuous improvement to include the development of self, teams, and work processes
• Embraces the value of constant improvement to take appropriate actions that result in constructive change
• Leads and develops the team through a disciplined coaching process

 
Roles & Responsibilities

• Develops revenue, returns and profit targets for the Region Team and for each MSL and OSL
• Leads effort to engage all business partners by listening to survey feedback, holding roundtables and driving action plans for change
• Responsible for the maintenance of exceptional customer and trade relations
• Supports achievement of zero workplace injuries by performing safety observations and executing safety awareness programs
• Quantifies and articulates sales information and objectives on a regular basis upward, laterally and downward
• Ensures and optimize the health of the team including coaching, engagement, openings, recruitment, and route health
• Coordinates the collaborative effort with all sales support functions (Customer Leadership, Distribution, Marketing, Finance, Manufacturing, and Direct Store Delivery Excellence Teams) to ensure seamless execution of sales initiatives
• Leads, trains and develops the Sales Leaders through a disciplined coaching process in his/her role of managing day to day sales operations in line with the Bimbo Canada values and direct store delivery selling process
• Creates an engaged, frontline focused sales culture through consistent prioritization of independent operators’ capabilities, needs and business growth
• Ensures the successful completion of Leader Standard Work across the team
• Leads consistent execution of the DSD Excellence world-class sales practices in the market and in the sales centers
• Ensures sales growth and profitability by inspiring sales leaders to achieve world-class merchandising and gold standard practices while building customer relationships that align with planned store level growth goals
• Provides input and support toward marketing initiatives for the region
• Route optimization and engineering to ensure sufficient capacity for current and future business needs

 
Selling Capabilities

• Achieves KPIs for Region Team in the market and in the sales center(s)
• Establishes sales strategies to drive profitable growth including the development of defenses against competitive threats
• Coordinates the collaborative effort with all sales support functions to ensure seamless execution of sales initiatives
• Pursues personal development of selling skills including planning, analysis, face-to-face selling, and general communication
• Develops strategic execution plans to support brand marketing plans
• Ensure Bimbo Canada Way to Sell process and tools are being utilized 

 
Retail Best Practices

• Consistently following all the steps of store visit and the Golden Path Tour in store
• Utilizes DSDE Shelf Best Practice to ensure adherence to brand and store guidelines
• Utilizes DSDE Display Best Practices to drive optimal sales and world-class merchandising presentation
• Creates and acts upon secondary display opportunities within store to meet DSDE Optimal Display Placements

 
Performance Measures and KPIs:

• Sales vs. plan
• Returns vs. plan
• Manage Regional SG&A budget to plan
• Account development achievement vs. goal (i.e. distribution, promotion, merchandising
• Improve SOP compliance in region
• Enhance the Brand by representing CBCL with the highest level of professionalism and integrity

Key Experience and Education:
Ideal Candidate Will Possess:

• Preferred post-secondary education and related experience 5+ years sales leadership experience, preferably in a CPG and/or Direct Sales Delivery (DSD) environment
• Demonstrated people and business growth results
• Proven coaching and leading Market Sales Leaders and frontline in identifying and closing account development opportunities with demonstrated effective utilization of critical sales activities, i.e. selling, merchandising, ordering and delivery
• Has developed effective sales management accountability system
• Proficient Technology and Computer skills: proficient at Word, PowerPoint and Excel
• Requirements:
  • Approximately 10% travel, as required
  • Frequent Walking
  • May require lifting up to 25 pounds