Coffee Category Growth Lead – Western Canada

DSL Inc; Edmonton; Hybrid; CAD 85,000 - 110,000; Full time

Benefits offered by this job

Health Spending Account

Extended health care

Dental & Vision

Job summary

DSL Inc. is seeking a Coffee Category Specialist in Edmonton, AB.

This market-facing role accelerates growth in commercial coffee equipment, serving as the SME across strategic accounts and new prospects in roaster, café, bakery, hospitality, c-store, restaurant, and institutional markets. You’ll lead demonstrations, manage relationships with roasters and suppliers, and drive new unit placements and service programs.

Qualifications

• Coffee knowledge across coffee equipment and categories.
• Strong commercial drive with a track record of business development.
• Excellent written and verbal communication.
• Curiosity about technology and how things work.
• Relationship-centered approach to customers and partners.
• Growth mindset with continuous learning.
• Self-directed and entrepreneurial with autonomy.
• Creative thinking to bring fresh ideas to category building.
• Organized pipeline management and accountability.
• Driven to build a new business from the ground up.

Responsibilities

• Drive new placements of commercial coffee equipment across DSL’s territory in Western Canada.
• Own the coffee equipment sales pipeline from inquiry to close.
• Present tailored coffee solutions for various customer segments.
• Support field sales as SME on coffee equipment during calls and demos.
• Build strategic relationships with roasters, distributors, and suppliers.
• Identify co-selling opportunities with key roaster accounts.
• Stay current on roaster programs, specs, and promotions.
• Develop product knowledge across the portfolio (Franke Coffee Systems, ice machines, water treatment, service programs).
• Guide customers through total cost of ownership and ROI discussions.
• Collaborate on menu development with operators to boost revenue.

Skills

Coffee knowledge

Commercial mindset

Communication

Technical curiosity

Relationship focus

Growth mindset

Self-directed

Creative thinking

Organized

Entrepreneurial

Job description

DSL Inc. is seeking a Coffee Category Specialist in Edmonton, AB.

This market-facing role accelerates growth in commercial coffee equipment, serving as the SME across strategic accounts and new prospects in roaster, café, bakery, hospitality, c-store, restaurant, and institutional markets. You’ll lead demonstrations, manage relationships with roasters and suppliers, and drive new unit placements and service programs.