National Sales Manager

**About Handfuel** Handfuel is a fast\-growing Canadian CPG brand operating omni\-channel with a strong and expanding retail footprint across national grocery, regional banners, and the independent channel. We are a founder\-led, high\-performance team focused on building a nationally recognized brand through disciplined execution, strong retail partnerships, and operational excellence. We are looking for a National Sales Manager, Retail Channel to lead and scale all our retail channels across Canada. **About The Role** The National Sales Manager will own national and regional retail growth, merchandising partner performance, distributor relationships in the independent channel, trade strategy, and national product launches. **Key Responsibilities** National \& Regional Account Management • Own relationships with major Canadian grocery accounts • Track and improve execution performance at store level • Develop customer\-specific growth plans • Negotiate pricing and promotional programs Distributor Management – Independent \& DSD Channel • Own relationships with regional food distributors and DSD partners • Develop distributor\-specific promotional calendars • Plan volume incentives, flyer features, and sales rep programs • Track sell\-in vs sell\-through performance • Manage pricing, margin structure, and trade investment at distributor level National \& Regional Product Launch Management • Lead end\-to\-end execution of new SKU launches • Coordinate cross\-functional launch plans with marketing and operations • Align marketing support with launch timing • Track post\-launch performance and velocity weekly • Ensure launches stick — not just get listed Trade Strategy \& Revenue Management • Own and manage the annual trade budget • Evaluate promotional ROI by customer and channel • Optimize promotional depth and frequency • Analyze promo lift vs baseline • Evaluate margin by customer This is a hands\-on leadership role. The ideal candidate is both strategic and execution\-focused, someone who can build relationships at head office while also managing portals, driving distributor performance, and holding partners accountable. We are seeking an experienced sales professional who can demonstrate relentless follow through, strategic execution, show accountability right through to the retail checkout and who works well with data and people. **Qualifications** • 5\+ years of CPG sales experience • Experience managing Canadian national grocery accounts • Proven track record launching new SKUs into retail • Experience managing brokers and distributor partners • Strong understanding of trade spend, margin management, and revenue growth • Comfortable operating in a high\-growth, founder\-led environment • Highly organized and detail\-oriented **Why Join Handfuel** This is an opportunity to play a leadership role in scaling a high\-potential Canadian CPG brand. You will work directly with ownership and have real influence over growth strategy, retail expansion, and commercial execution. If you are a builder who thrives in a fast\-moving environment and wants to help scale a nationally recognized brand, we would love to hear from you.