Lead a beloved, allergy-friendly snack brand into its next era of growth across retail, foodservice, and e-commerce.
About the Company
Our client is the Canadian company behind the School Safe® brand—an industry leader in delicious, health-conscious, and allergen-sensitive baked goods. From its dairy-, nut-, and peanut-free facility in Aurora, Ontario, Our Client serves retailers and families across North America, offering a growing portfolio of muffins, cupcakes, snack bars, and bites made without artificial ingredients.
Privately owned and entrepreneurial at heart, the company has scaled from humble roots to a multi-million dollar business—with ambitious plans to organically reach 10X over the next three years. Now, it’s looking for a dynamic commercial leader to take it there.
The Mandate
Reporting to the CEO and founder, the Vice President of Sales & Marketing will lead the full commercial function, driving revenue, brand strategy, and market expansion across Canada and the U.S.
This role is both strategic and hands-on: you’ll develop scalable go-to-market plans, deepen retail relationships, enhance brand positioning, and expand into new channels including foodservice, convenience, and DTC. With a strong foundation already in place, your mission is to accelerate growth—without relying on big-budget tactics. You’ll lead a small team, champion ROI discipline, and bring structure and accountability to all commercial activities.
What Success Looks Like
In your first 12–18 months:
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Increase sales revenue and market share across grocery, mass, and emerging channels.
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Build and execute a data-driven sales and marketing strategy tied to measurable KPIs.
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Strengthen key account partnerships and win new distribution across retail, foodservice, and e-commerce.
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Optimize promotional spend, improve trade terms, and drive pricing strategy to enhance margin.
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Elevate brand storytelling and in-store presence with compelling, retailer-specific programs.
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Expand broker and distributor performance through clear accountability and support.
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Recruit, mentor, and inspire a high-performing commercial team aligned with company values.
Ideal Profile
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15+ years in progressive sales roles; minimum 5 years in senior commercial leadership.
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Proven success in high-growth food or beverage brands, ideally in bakery, snacks, or better-for-you CPG.
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Skilled in brand development, channel strategy, and business development across North America.
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Known for balancing strategic vision with operational execution and ROI discipline.
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Strong track record negotiating with Tier 1 retailers, managing brokers, and leading cross-functional teams.
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Entrepreneurial, hands-on, and results-oriented with a collaborative leadership style.
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Experience scaling in lean, founder-led, high-energy cultures preferred.
Why This Move Makes Sense
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Growth Mandate: Drive the commercial strategy for a thriving brand poised for expansion.
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Mission-Driven: Champion products that improve lives through safety, nutrition, and taste.
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Leadership Impact: Shape the future of a company that rewards creativity, tenacity, and ownership.
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High Visibility: Work directly with the founder and lead a brand with a loyal, national following.
Interested? – Next Steps
If you’re a strategic sales and marketing leader ready to lead the growth of a purpose-led brand, we’d love to hear from you.
*Egility is committed to creating and fostering culturally diverse, equitable, and inclusive organizations. We recognize the value in a wide range of ideas, perspectives, experiences, and skillsets in our client’s workplaces. Our client is an equal opportunity employer. In accordance with the Accessible Canada Act, 2019 and all applicable provincial accessibility standards, upon request, accommodation will be provided by both Egility and our client throughout the recruitment, selection, and/or assessment process to applicants with disabilities.
Due to high volume, we will only be contacting applicants who meet all of the minimum requirements listed in the job description. Only those applicants who align most closely with our minimum and preferred qualifications will be contacted for an interview. The Recruiting team at Egility will retain your application materials and may contact you regarding future opportunities.*
