Regional Sales Manager - BC

The Affinity Group; Burnaby; On-site; CAD 80,000 - 100,000; Full time

Job summary

The Affinity Group in Canada is seeking a Regional Sales Manager (RSM) to lead the sales efforts in British Columbia. You will drive sales performance and develop a high-performing team while executing national client strategies to achieve measurable results in the local market.

The ideal candidate will have at least 5 years of foodservice sales experience, strong leadership skills, and a deep understanding of the foodservice distribution landscape. This is a pivotal role that requires excellent communication and relationship-building skills.

Qualifications

• 5+ years of foodservice sales experience, preferably in brokerage or as a manufacturer.
• Strong understanding of the foodservice distribution landscape.
• Valid driver's license and ability to travel within BC.

Responsibilities

• Lead and develop a team of Account Managers and Sales Representatives.
• Execute sales plans aligned with national priorities.
• Strengthen relationships with key distributors.
• Act as a key liaison between regional teams and Client Managers.
• Maintain high CRM accuracy and manage regional performance.

Skills

Foodservice sales experience

Leadership

Communication skills

Relationship-building

CRM proficiency

Tools

Microsoft Office

Job description

Affinity Group Canada is a well established successful and growing company that prides itself on being one of the premier food brokers in Canada. Since 1989, our success has been driven by the number of industry leading food manufacturers that we represent. We pride ourselves on having a dedicated sales team, strong customer service orientation, extensive product knowledge and a professional, challenging and rewarding work environment.

About the Role

Affinity Group Canada is seeking a results-driven Regional Sales Manager (RSM) to lead our British Columbia region. This role is responsible for driving sales performance, developing a high-performing team, and ensuring strong execution of national client strategies within the regional market. The RSM plays a critical leadership role—connecting client managers, distributors, culinary teams, and sales representatives to deliver consistent, measurable results while adapting to local market dynamics.

Key Responsibilities

Leadership & Team Development

• Lead, coach, and develop a team of Account Managers and Sales Representatives
• Conduct regular field ride-alongs and performance discussions
• Set clear expectations and drive accountability across the team
• Support ongoing training and professional development
• Foster a culture of collaboration, performance, and ownership

Regional Sales Execution

• Execute sales plans aligned with national priorities and client objectives
• Ensure strong call cycle compliance and territory coverage
• Drive results through disciplined pipeline and opportunity management
• Monitor KPIs including call activity, wins/losses, and sales performance

Distributor & Operator Engagement

• Strengthen relationships with Tier 1, Tier 2, and specialty distributors
• Support new product listings and ensure compliance across accounts
• Expand operator penetration across key segments (independent, healthcare, QSR, etc.)
• Participate in food shows, culinary demos, and customer engagement activities

Client Partnership & Communication

• Act as a key liaison between regional teams and Client Managers
• Ensure timely reporting, follow‑ups, and execution of client initiatives
• Provide market insights, competitive intelligence, and growth opportunities

Data & Performance Management

• Maintain high standards for CRM accuracy and reporting
• Track and manage regional performance against targets
• Leverage data to drive informed decision‑making and improve execution

Key Expectations

• Deliver or exceed regional sales targets and KPIs
• Maintain strong field presence with consistent market engagement
• Drive execution excellence across all territories
• Lead with accountability, professionalism, and integrity
• Support change management and evolving client priorities

Qualifications

• 5+ years of foodservice sales experience (brokerage or manufacturer preferred)
• Previous leadership experience strongly preferred
• Strong understanding of foodservice distribution and operator landscape
• Excellent communication, coaching, and relationship‑building skills
• Proficiency in CRM systems and Microsoft Office
• Valid driver’s license and ability to travel within BC

Affinity Group is committed to providing an accessible workplace. Accommodations are available on request for candidates taking part in all aspects of the selection process. If you require accommodation during any stage of the recruitment process, please contact us at [e-mail]

Use of Artificial Intelligence in Hiring

Affinity Group Canada may use artificial intelligence–enabled tools to assist with resume screening and candidate evaluation as part of the recruitment process. These tools are designed to support, not replace, human decision‑making.

The Affinity Group is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics.

All employment is decided on the basis of qualifications, merit, and business need.