Business Development Manager (Canada)

United Wheels Inc.; Newmarket; On-site; CAD 90,000 - 130,000; Full time

Job summary

United Wheels Inc. seeks a Business Development Partner for Canada to drive growth and execution across sales, channel management, and digital initiatives. You will partner with marketing, operations, and supply chain to align customer needs with product availability and delivery timelines.

The role focuses on expanding secondary mass accounts, coordinating the IBD network, and advancing e-commerce and digital efforts while supporting broader commercial goals.

Qualifications

• 4+ years in business development, sales, or commercial operations.
• Experience in consumer goods, sporting goods, retail, or seasonal product categories preferred.
• Exposure to mass retail (big box), specialty retail, or distributor models.
• Strong understanding of sales cycles, account management, and market development.

Responsibilities

• Manage and grow secondary and emerging mass retail accounts.
• Identify opportunities across retail, digital, and distribution channels.
• Support expansion of domestic Canadian market share beyond core national accounts.
• Assist in onboarding new customers, including product selection, pricing, and program execution.
• Act as a primary liaison for the Independent Bicycle Dealer (IBD) network in Canada.
• Coordinate with internal and external sales representatives to drive product growth.
• Maintain regular communication cadence with reps to monitor pipeline and opportunities.
• Support development of underpenetrated segments with long-term growth potential.
• Collaborate with operations, logistics, and customer service to support order execution.

Skills

Sales

Business development

Channel management

Cross-functional collaboration

Strategic planning

Tools

CRM

E-commerce platforms

Excel

Job description

Reports To: GM, Canada

Legal Entity: United Wheels Canada Limited

Employment Status: Full-Time, Permanent
Level: IC
Travel: Yes – within Canada

Summary

The Business Development Partner – Canada is responsible for supporting the growth, execution,

and operational effectiveness of Covation Global / United Wheels Inc.’s Canadian business. This role operates as a cross-functional contributor across sales, business development, channel management, and commercial execution, with a primary focus on expanding non-core accounts and underdeveloped channels.

The position is designed to extend the capacity of the General Manager by assuming ownership of defined business segments and executional responsibilities. The role focuses on secondary mass accounts, Independent Bicycle Dealer (IBD) channel coordination, and digital/e-commerce development, while supporting broader commercial and operational initiatives. The Business Development Partner works closely with internal stakeholders across sales, marketing, operations, and supply chain to ensure alignment between customer requirements, product availability, and execution timelines.

Why This Role Matters

Canada’s growth depends on reaching beyond the core national accounts — into secondary mass retail, the Independent Bicycle Dealer channel, and digital commerce — and on executing consistently across all of them. This role is how that happens. By owning defined segments and executional responsibilities, it frees the General Manager to focus on the largest strategic accounts while ensuring the emerging channels get the attention they need to grow. It connects customer needs, product availability, and delivery timelines across sales, marketing, operations, and supply chain. Done well, it expands Canadian market share, activates the IBD and rep network, and closes the executional gaps that would otherwise slow the business down.

What Success Looks Like (3 Core Outcomes):

• Own and Grow Assigned Accounts & Channels: Secondary mass accounts and emerging opportunities are successfully managed and expanded, driving measurable growth across assigned segments.
• Activate and Strengthen the IBD & Rep Network: Consistent engagement, accountability, and pipeline visibility are established across the Independent Bicycle Dealer channel and rep network, resulting in increased activity and sales traction.
• Drive Execution Across Digital, Marketing, and Operations: Key initiatives — e-commerce, marketing programs, and order execution — are implemented effectively and on time, improving overall business performance and reducing executional gaps.

Essential Duties and Responsibilities:

Other duties may be assigned.

Business Development & Account Management

• Manage and grow secondary and emerging mass retail accounts.
• Identify and pursue new business opportunities across retail, digital, and distribution channels.
• Support expansion of domestic Canadian market share beyond core national accounts.
• Assist in onboarding new customers, including product selection, pricing, and program execution.

Specialty & Channel Development (IBD)

• Act as a primary liaison for the Independent Bicycle Dealer (IBD) network in Canada.
• Coordinate with internal and external sales representatives to drive Batch, Niner, and specialty product growth.
• Maintain a regular communication cadence with reps to monitor pipeline, performance, and opportunities.
• Support development of underpenetrated segments with long-term growth potential.

Digital & E-Commerce Expansion

• Support growth across .ca digital channels (Amazon, retailer websites, direct-to-consumer opportunities).
• Troubleshoot and manage digital account issues (e.g., listings, platform onboarding, fulfilment challenges).
• Identify opportunities to improve online visibility, conversion, and fulfilment strategies.

Marketing & Go-To-Market Execution

• Partner with U.S.-based marketing teams to execute Canadian-specific campaigns and initiatives.
• Help translate strategy into execution across seasonal product launches.
• Identify gaps in current marketing efforts and drive accountability to ensure follow-through.

Operational & Cross-Functional Coordination

• Work closely with operations, logistics, and customer service to support order execution, inventory flow, and fulfilment.
• Collaborate with internal stakeholders across sales, finance, and supply chain.
• Support warehouse and parts/warranty operations as needed to ensure customer satisfaction.

Strategic Support & Leadership Development

• Enable the General Manager to focus on core strategic accounts by owning key executional responsibilities.
• Contribute to long-term growth strategy, including category expansion (e.g., BMX, seasonal products such as STIGA).
• Participate in forecasting, planning cycles, and business reviews.

Supervisory Responsibilities: None.

Education and/or Experience

• 4+ years of experience in business development, sales, or commercial operations.
• Experience in consumer goods, sporting goods, retail, or seasonal product categories preferred.
• Exposure to mass retail (big box), specialty retail, or distributor models.
• Strong understanding of sales cycles, account management, and market development.
• Experience working cross-functionally with marketing, operations, and supply chain teams.
• Familiarity with e-commerce or digital sales channels is a strong plus.
• Highly adaptable, resourceful, and comfortable operating in lean environments.

Covation Global’s competencies are grounded in our Core Values (Integrity, Simplicity, Priority, Agility) and Strategic Pillars (Rider Centricity, Collaborative Innovation, Operational Excellence).

• Integrity: We do what we say. Operates with honesty, transparency, and accountability at every step; honours commitments to partners, riders, and colleagues, and builds trust through consistent, responsible decisions.
• Simplicity: Complexity is a tax. Delivers clarity, ease, and purposeful design in everything; streamlines processes, removes unnecessary steps, and focuses on what matters most.
• Priority: Focus on what matters most. Ruthlessly prioritises the critical few over the trivial many, concentrating energy and resources where they drive the greatest value and outcome.
• Agility: Speed is precision in motion. Moves with purpose, speed, and adaptability; embraces change, thinks creatively, acts decisively, and responds quickly to shifting needs and market conditions.
• Rider Centricity: Keeps the rider at the centre of decisions. Anticipates needs and works to deliver best-in-class experience, better quality, and better value across every brand and function.
• Collaborative Innovation: Develops game-changing solutions inspired by the rider, supported by collective research and shared expertise, and validated by business results; challenges the status quo to drive improvement.
• Operational Excellence: Delivers results with lean, efficient execution. Drives continuous improvement across products, processes, operations, costs, and service, while maximising value for the organisation.
• ESG & Responsible Growth: Supports sustainable innovation, ethical operations, and positive community impact, ensuring growth is achieved responsibly and with integrity to people and the planet.

Language Skills

• Excellent written and verbal communication skills; able to communicate effectively with retail and IBD customers, sales representatives, and internal cross-functional teams.
• Ability to develop and deliver compelling account and sales presentations.

Mathematical Skills

• Ability to analyse sales performance data, pricing, margins, and forecasts, applying sound quantitative reasoning to commercial decisions.

Reasoning Ability

• Ability to assess account and channel performance, identify growth opportunities, and develop practical action plans.
• Ability to manage multiple accounts, channels, and cross-functional priorities simultaneously.

Computer Skills

• Proficiency in Microsoft Office Suite (Excel, PowerPoint, Word, Outlook).
• Familiarity with e-commerce platforms, CRM, and sales reporting tools an advantage.

Equal Employment Opportunity Statement
United Wheels Inc. is an equal opportunity employer.
We celebrate diversity and are committed to creating an inclusive environment for all employees.
We are dedicated to building a workplace where people from all walks of life feel seen, supported, and empowered to do their best work.
We welcome applicants from all backgrounds, identities, and experiences, and we encourage you to bring your full, authentic self to work.
All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, or any other protected characteristic.