Job Title: VP, Commercial Sales
Job Summary: We are hiring for our client, a Canadian-based manufacturer and technology company specializing in engineered communications and connectivity solutions serving industrial, defence, and specialized commercial markets across North America and international regions. This role is responsible for developing and executing the company's commercial strategy to drive sustainable revenue growth, profitability, market expansion and long-term customer value.
This position provides executive leadership for Sales, Marketing and Business Development and is accountable for achieving the company's revenue and contribution-margin objectives. The VP will lead the development of existing and new markets, strengthen strategic customer and partner relationships, and identify opportunities to diversify the company's markets, products and revenue streams.
The Vice President works closely with the President and Senior Management Team, as well as Engineering, Operations, Procurement and Finance, to align commercial strategy with the company's overall strategic plan and operational capabilities.
The ideal candidate combines strong leadership capability with a growth mindset and demonstrated success building pipeline, winning new business, and expanding market share in technical, industrial, manufacturing, or related environments.
This is an opportunity for a commercially focused leader to make a direct impact on business performance while helping shape the future direction of a growing and innovative organization.
Job Type: Full-time, permanent.
Job Location: Brantford, ON
Compensation Structure: $140,000 – $150,000 per year (depending on experience) + incentive + excellent benefits package + more!
Responsibilities:
Commercial Strategy & Growth
- Develop and execute the company's annual and long-term commercial strategy.
- Establish and achieve revenue, contribution-margin and market-growth objectives.
- Identify and develop new markets, customers, applications, channels and strategic partnerships.
- Lead expansion in strategic markets including Canadian DND, American DOD, IIoT, Drone Defence and other targeted industries.
- Monitor market trends, competitive activity, pricing and customer requirements to identify opportunities and risks.
- Develop strategies to optimize product mix, pricing and overall commercial profitability.
Sales & Marketing Leadership
- Provide leadership, direction and accountability to the Sales, Marketing and Business Development teams.
- Establish sales targets, KPIs, compensation plans and performance expectations.
- Build and maintain a high-performing commercial organization capable of supporting future growth.
- Maintain executive relationships with key customers, distributors, agents and strategic partners.
- Participate in major quotes, negotiations and strategic projects.
- Ensure strong customer coverage, retention and strategic account growth.
Business Development & Market Expansion
- Build and maintain a qualified sales pipeline aligned with company growth objectives.
- Develop strategic partnerships and distribution relationships that expand market reach.
- Identify opportunities to diversify the company's customer base and industries served.
- Represent the company with key customers, government organizations, industry partners and other strategic stakeholders.
Product & Commercialization Strategy
- Provide market direction to Engineering and support the development of new products and technologies.
- Identify customer and market requirements that support product innovation.
- Lead the commercial strategy for new product launches and commercialization.
- Support the NPI process to ensure new products meet identified market opportunities and profitability objectives.
Commercial Technology & Marketing
- Implement automation, AI and CRM/SDC tools to improve sales productivity, forecasting and customer engagement.
- Develop and execute digital marketing and lead-generation initiatives, including social media, webinars, virtual tradeshows, email marketing and SEO.
- Use data and market intelligence to improve commercial decision-making and sales effectiveness.
Financial & Performance Management
- Own the commercial budget and sales forecast.
- Monitor revenue, contribution margin, pipeline and other key commercial KPIs.
- Provide regular commercial performance reporting to the President and Senior Management Team.
- Identify performance gaps and implement corrective actions to achieve objectives.
- Ensure commercial resources and investments are aligned with strategic priorities and expected return.
Cross-Functional Leadership
The Vice President, Commercial Sales maintains close working relationships with Finance, Operations, Production, Engineering, Procurement, Quality and Marketing to ensure customer commitments and commercial initiatives are aligned with the company's financial, technical and operational capabilities.
The position acts as a key voice of the customer and marketplace within the organization, providing market intelligence and commercial direction to support company-wide decision-making.
Key Performance Indicators
Performance will be measured against agreed annual objectives, including:
- Revenue and contribution-margin growth
- Growth in strategic markets
- New customer and business development
- Strategic account growth and retention
- Sales pipeline development and forecast accuracy
- Strategic partnerships and channel development
- New product commercialization
- Sales automation and AI adoption
- Digital marketing and lead generation
- Overall company financial performance
Leadership Expectations
- Strong executive-level commercial and business acumen.
- Proven ability to develop and execute growth strategies.
- Strong negotiation, relationship management and communication skills.
- Ability to lead and develop high-performing commercial teams.
- Entrepreneurial mindset combined with strong financial discipline.
- Ability to work effectively across technical, operational and financial functions.
- Strong analytical, strategic and problem-solving capabilities.
- Ability to make sound commercial decisions in a dynamic and competitive environment.
Accountability
The Vice President, Commercial Sales reports directly to the President and is a member of the Senior Management Team.
The position has executive accountability for the company's commercial performance and is responsible for translating the corporate strategy into measurable revenue, profitability and market-growth results.
Skills/Qualifications:
- Bachelor’s degree in Business, Marketing, Engineering, Commerce, or a related discipline preferred; equivalent industry experience will also be considered.
- Proven “hunter” mindset when it comes to all things sales
- Proven success in a senior commercial sales leadership role with responsibility for revenue growth, market expansion, and commercial strategy execution.
- Demonstrated ability to identify, pursue, and win new business opportunities while maintaining and expanding existing customer relationships.
- Experience developing strategic growth plans and delivering measurable results across both top-line revenue and profitability objectives.
- Willingness and ability to travel as required to support customers, business development initiatives, and industry engagement.
- Strong industry knowledge within manufacturing, industrial, technical products, engineered solutions, telecommunications, defence, electronics, industrial technology, or related sectors is strongly preferred.
- Track record of opening new markets, developing channel partnerships, and expanding customer penetration through proactive business development activity.
- Experienced in leading and developing high-performing Sales and Marketing teams with a hands-on, coaching-oriented leadership style.
- Strong executive presence with the ability to influence stakeholders, negotiate complex commercial agreements, and build long-term customer relationships.
- Demonstrated commercial acumen with experience managing budgets, forecasting, pricing strategy, margins, and performance metrics.
- Experience implementing sales process improvements and leveraging CRM, automation, AI, and digital marketing tools to improve commercial effectiveness.
- Ability to convert market intelligence and customer insights into actionable sales strategies and product opportunities.
- Strong analytical and problem-solving capabilities with a data-driven approach to decision-making.
- Proven ability to collaborate cross-functionally with Operations, Engineering, Finance, Procurement, and Product teams to drive business outcomes.
- Experience establishing KPIs, compensation structures, and performance management systems for commercial teams.
- Excellent communication and presentation skills with the ability to report and influence at executive and board level.
Apply Today!
Pay: $140,000.00-$150,000.00 per year
Work Location: In person
