Vice President of Sales – Consumer Packaged Goods (Souvenir & Gift Industry)

This role is critical to driving growth and expansion across North America in the souvenir and gift CPG sector. The VP of Sales leads the U.S. and Canadian sales teams, sets sales strategies, manages multi-million-dollar accounts (including Walmart, CVS, Walgreens), and ensures profitable execution. This position directly influences revenue growth, team development, and the company’s competitive positioning in a $22M+ business.

Sales Leadership

• Lead and grow the North American sales organization, including district managers, account managers, and sales reps.

• Develop and execute sales strategies to expand existing key accounts and win new business.

• Mentor and guide sales managers, building a high-performance sales culture.

• Build strong relationships with senior sales professionals and gain respect of long-tenured team members.

Account Management & Growth

• Oversee key national accounts with major retailers (Walmart, CVS, Walgreens, etc.).

• Drive sales forecasting, pricing strategies, and structured pipelines to maximize results.

• Manage long sales cycles and nurture strategic client partnerships.

Operations & Collaboration

• Work directly with the CEO and senior leadership to align sales strategies with business goals.

• Collaborate with marketing to ensure product focus and promotional activities align with customer demand.

• Attend trade shows and vendor meetings to support sourcing and product selection.

Travel

• 70% travel (mostly U.S.) in year one, reducing to 50% once market is established.

• Experience selling CPG to large big-box retailers.

• 5+ years of leadership experience managing teams of managers and reps.

• Strong financial acumen: P&L, budgeting, and strategic planning.

• Proven success in key account management with Walmart, CVS, Walgreens, or similar retailers.

• Minimum 7–10 years progressive sales management experience.

• Familiarity with North American sales environments (Canada & U.S.).

• Ability to work on-site in Markham, ON when not traveling.

• University degree in Business, Marketing, or related field preferred.

• Base Salary: $150,000 – $170,000

• OTE: $170,000+ (commissions/bonuses)

• $10,000 Car Allowance

• Full business travel expenses covered

• Collaborative company culture with executive-level support

• Opportunity to shape sales strategy and directly influence growth trajectory

We are an equal opportunity employer committed to fostering a diverse, inclusive, and barrier-free workplace. Accommodations are available throughout the recruitment process upon request.