About Organic Traditions

Organic Traditions is a Canadian family owned and operated company established in 2001. We are a team of individuals whose focus is to create a meaningful impact on the health and wellness of people and our planet through superfoods. We strive to inspire people to fuel themselves with high-quality, organic nutrition for prevention, regeneration, and longevity so they can live their healthiest, most vibrant life possible.

We are a growing, fast-paced, entrepreneurial organization where individuals make huge impact. You can use your initiative, creativity, and skill to help take our established organic health food brand to the next level.

The Opportunity

We are seeking a strategic and execution-focused Director of Sales to lead our Canadian sales operations during an 18-month maternity leave coverage period. This role is perfect for a seasoned natural products sales professional who thrives in entrepreneurial environments and has deep expertise in the superfoods/functional foods category.

The ideal candidate will have extensive experience managing both key large retail accounts and natural channels, including independent health food stores, and natural channel distributors. You'll be responsible for driving growth across our diversified portfolio of superfoods products while managing both direct accounts and broker relationships across multiple retail segments.

This position, reporting to the President, requires someone comfortable navigating diverse retail dynamics - from the relationship-driven approach needed with independent natural retailers to the data-driven, category management focus required by large conventional and specialty chains, all while maintaining the education-focused approach essential for emerging superfoods categories.

What You'll Do

Strategic Leadership & Business Development

• Develop and execute comprehensive sales strategies across multiple retail segments including natural channels, conventional grocery, specialty chains, and club stores
• Lead business development initiatives to expand distribution within key large accounts while growing natural, organic, and functional food segments
• Manage and optimize relationships with major retailers (Loblaws, Metro, Sobeys) and natural product distributors (UNFI, KeHE, and regional partners)
• Drive category growth through strategic product positioning, planogram optimization, and consumer education initiatives

Account Management & Relationship Building

• Personally manage key large retail accounts and high-value natural channel accounts while providing strategic direction to broker partners
• Foster relationships across diverse buyer types from data-driven category managers at large chains to consultative independent store owners
• Understand and adapt to varying buying cycles, from corporate quarterly reviews to independent retailer relationship-based decisions
• Provide ongoing education and support to all retail partners on superfoods benefits, usage, merchandising, and category management

Sales Operations & Analysis

• Negotiate contracts, pricing, and promotional programs across diverse retail segments with varying margin structures and expectations
• Analyze sales data, velocity reports, and market trends to identify growth opportunities within the superfoods category across all channels
• Monitor clean label trends, sustainability initiatives, and emerging functional ingredients relevant to both mass and natural markets
• Manage trade show presence at both natural product industry events (Expo West, Expo East, CHFA, etc.) and mainstream retail conferences
• Conduct profitability analysis and implement margin optimization strategies across different retail segments

Team Leadership & Collaboration

• Lead and develop the account sales, field sales, and customer service teams
• Collaborate with marketing on natural channel-specific promotional strategies and educational materials
• Work closely with supply chain to ensure product availability for smaller, frequent orders typical in natural retail
• Partner with R&D on product development aligned with natural channel consumer preferences

Who You Are

• 8+ years of senior sales experience in natural products, superfoods, functional foods, or organic CPG with exposure to both large retail accounts and natural channels
• Proven track record of success selling through diverse retail segments including conventional grocery, specialty chains, and natural channels
• Deep understanding of natural product certifications (Organic, Non-GMO Project, Fair Trade, etc.) and their importance across different retail segments
• Experience working with both major Canadian retailers and natural product distributors
• Demonstrated ability to manage diverse account types - from corporate category managers to independent business owners
• Experience managing both direct accounts and broker relationships across natural channels and conventional retail
• Strong understanding of varying retail dynamics, from corporate planogram process to natural retail pricing and promotional strategies
• Track record of growing accounts through education, merchandising support, category management, and relationship building
• Ability to analyze complex sales data and translate insights into actionable strategies
• Experience with natural channel-specific reporting tools and metrics
• Understanding of superfoods market trends, consumer behaviour, and competitive landscape
• Strong financial acumen with experience in profitability analysis and pricing strategy
• Entrepreneurial mindset with comfort in fast-paced, evolving company environment
• Passionate about natural health, sustainability, and functional foods
• Excellent communication skills with ability to educate and influence at all levels
• High attention to detail and strong follow-through on commitments
• Flexibility to travel to trade shows, customer visits, and broker meetings

Why Work With Us

This 18-month contract position offers an exciting opportunity to make a significant impact on the rapidly growing superfoods category while working with a dynamic, mission-driven team. You'll have the autonomy to drive strategy while being hands-on with execution in an entrepreneurial environment that values innovation and authentic relationships with our partners.

This posting is for an anticipated vacancy beginning October 2025. We are building a candidate pool for the upcoming 18-month maternity leave coverage position and expect a start date of August to September 2025.

What We Offer

• Competitive salary based on market value and industry insights
• Clear and attainable bonus incentives
• Professional learning and development opportunities
• Extensive group health benefits
• Hybrid work model with core-business hours
• Summer hours with 1/2 day Fridays
• Annual free product allowance
• Employee discounts on OT product & partner products
• Regular team events
• Fun, supportive and collaborative environment