The Role
Lead and develop a regional sales team across British Columbia to execute national client strategies, drive distributor and operator engagement, manage CRM and KPIs, and deliver or exceed regional sales targets through field presence and data-driven execution.
Summary Generated by Built In
Affinity Group Canada is a well established successful and growing company that prides itself on being one of the premier food brokers in Canada. Since 1989, our success has been driven by the number of industry leading food manufacturers that we represent. We pride ourselves on having a dedicated sales team, strong customer service orientation, extensive product knowledge and a professional, challenging and rewarding work environment.
About the Role
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.
Key Responsibilities
Leadership & Team Development
• 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
Regional Sales Execution
• 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
Distributor & Operator Engagement
• 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
Client Partnership & Communication
• 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
Data & Performance Management
• 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
Key Expectations
• 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
Qualifications
• 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
Affinity Group is committed to providing an accessible workplace. Accommodations are available on request for candidates taking part in all aspects of the selection process. If you require accommodation during any stage of the recruitment process, please contact us at [email protected]
Use of Artificial Intelligence in Hiring
Affinity Group Canada may use artificial intelligence–enabled tools to assist with resume screening and candidate evaluation as part of the recruitment process. These tools are designed to support, not replace, human decision-making.
About the Role
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.
Key Responsibilities
Leadership & Team Development
• 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
Regional Sales Execution
• 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
Distributor & Operator Engagement
• 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
Client Partnership & Communication
• 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
Data & Performance Management
• 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
Key Expectations
• 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
Qualifications
• 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
Affinity Group is committed to providing an accessible workplace. Accommodations are available on request for candidates taking part in all aspects of the selection process. If you require accommodation during any stage of the recruitment process, please contact us at [email protected]
Use of Artificial Intelligence in Hiring
Affinity Group Canada may use artificial intelligence–enabled tools to assist with resume screening and candidate evaluation as part of the recruitment process. These tools are designed to support, not replace, human decision-making.
Skills Required
- 5+ years of foodservice sales experience
- Brokerage or manufacturer experience
- Previous leadership experience
- Strong understanding of foodservice distribution and operator landscape
- Excellent communication, coaching, and relationship-building skills
- Proficiency in CRM systems
- Proficiency in Microsoft Office
- Valid driver's license and ability to travel within BC
Am I A Good Fit?
Get Personalized Job Insights.
Our AI-powered fit analysis compares your resume with a job listing so you know if your skills & experience align.
Success! Refresh the page to see how your skills align with this role.
The Company
What We Do
From culinary support, to store-level merchandising, to sales planning and strategy, Affinity Group's experienced retail and foodservice teams can help you build Your Bridge to Success. Learn how our talented team of sales pros can help your brand today! Operating in a collaborative environment, the Affinity Group shares our strengths, expertise, and resources to benefit our clients, customers, and our organization. We are focused on the foodservice and retail fresh food channels, helping our customers and clients succeed with highly engaged leaders and tenured top sales and culinary talent in North America.
