Job Description
Director of Sales
Pelmen Foods is a Toronto-based frozen food manufacturer behind some of Canada's favourite brands — Pelmen Perogies, Holy Perogy!, and BigYum, private label and other licensed brands — sold across major Canadian retailers (Loblaws, Sobeys, Metro, Walmart, Costco), foodservice, and growing US retail accounts.
We're looking for a
Director of Sales
to lead our broker network and key customer relationships across Canada and the US, and drive the next stage of our growth.
What You'll Do
- Own execution of our annual sales plans and revenue objectives across Canada and the US.
- Manage strategic relationships with national and regional retailers, distributors, wholesalers, and foodservice partners.
- Lead and manage our broker network — setting objectives, running business reviews, and holding partners accountable.
- Own the trade spend budget: drive ROI on promotions, pricing, and deal structures.
- Build and maintain accurate sales forecasts by customer, product, and channel, working with operations and finance.
- Partner with our creative and operations teams on new product launches and sell-in.
- Represent Pelmen at trade shows, line reviews, and key account meetings.
- Report directly to the President \& CEO with regular visibility into performance, risks, and opportunities.
What You Bring
- 15+ years of progressive sales experience in CPG/food manufacturing, with hands-on broker management in Canada and/or the US.
- A track record with major Canadian grocery retailers (Loblaws, Sobeys, Metro, Walmart) and ideally US retail (Costco, Sam's Club, Walmart, Target, Kroger).
- Strong commercial chops — trade spend, pricing, P\&L thinking, forecasting.
- Comfort working in a fast-paced, founder-led environment where things move quickly.
- Proficiency with Asana or similar tools.
- Willingness to travel to the US.
- Foodservice and/or frozen food category experience are a plus.
Why Pelmen Foods
This isn't a maintenance role. You'll inherit an established broker network and customer base, but the next chapter — US expansion, new launches, scaling trade strategy — is yours to build. Direct access to leadership, real ownership, and a portfolio with serious momentum.