Vice President of Commercial Sales

Humani HR; Brantford; On-site; CAD 180,000 - 280,000; Full time

Job summary

WADE Antenna seeks a Vice President, Commercial Sales to lead the company’s commercial strategy, drive revenue growth and market expansion, and deliver long-term customer value. This role provides executive leadership for Sales, Marketing and Business Development and aligns with operations and finance to support strategic priorities.

The VP will lead expansion into strategic markets including Canadian DND and American DoD while building a high-performing, data-driven organization focused on

Qualifications

• Experience leading large-scale sales teams.
• Proven ability in strategic market expansion.
• Background in defense, aerospace or secure communications would be an asset.

Responsibilities

• Develop and execute the company's annual and long-term commercial strategy.
• Lead the Sales, Marketing and Business Development teams to achieve targets.
• Build and maintain strategic partnerships and distribution relationships.
• Lead the commercialization strategy for new products and launches.
• Implement CRM/SDC tools and digital marketing to improve forecasting and engagement.
• Own the commercial budget, forecast, KPIs and performance reporting.

Job description

Position: Vice President, Commercial Sales

Reports to: President

Member of: Senior Management Team

This position is a new role.

If you've ever wanted to join a company before it becomes a major industry success story, this is your moment. WADE Antenna is experiencing unprecedented growth as we support increasingly important initiatives within Canada's defence and mining ecosystem. The work is meaningful, the pace is exciting, and the opportunities for personal and professional growth are substantial. Join us and be part of a team that's helping build something bigger than ourselves and making a real contribution to Canada's future.

Job Summary

The Vice President, Commercial Sales 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 Vice President 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, GM 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.

Key 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.
• Support president with 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.

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.
• 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, GM 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.

Leadership Expectations

• Strong executive-level commercial and business acumen, combined with an entrepreneurial mindset and financial discipline.
• Proven ability to develop and execute growth strategies.
• Strong negotiation, relationship management and communication skills.
• Ability to lead and develop high-performing commercial teams.
• 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.
• Experience supporting military, defense, aerospace, or secure communications programs would be considered a significant asset.

We do not use artificial intelligence (AI) to screen, assess, score, or select job applicants.

We are committed to providing a barrier-free work environment in concert with the Accessibility for Ontarians with Disabilities Act and the Ontario Human Rights Code. As such, we will make accommodations available to applicants with disabilities upon request during the recruitment process.

WADE Antenna is an Equal Opportunity Employer and is committed to the principle of equal employment opportunity for all employees and to providing a work environment free of discrimination and harassment. All employment decisions are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, national, social or ethnic origin, sex (including pregnancy), age, sexual orientation, gender identity and/or expression, marital, civil union or domestic partnership status, family or parental status, or any other status protected by the laws or regulations in the province where we operate. At WADE Antenna, we value the insights and innovation that diverse and inclusive teams bring to work.