Director, Sales Strategy & Customer Experience

  • Full Time
  • Vaughan
  • 125 - 150

United Natural Foods, Inc.

Position:Director, Sales Strategy and Customer Experience

Job Type: Monday-Friday

Language Requirements: English

Working Conditions: Hybrid

Location: Vaughan, ON


This position encompasses two primary responsibilities and is part of the Sales Leadership Team. It oversees all sales-related requirements to ensure the smooth execution of customer sales initiatives. Moreover, it supervises the customer experience team, overseeing order management and strategy. The role is instrumental in achieving short-term goals and spearheading long-term strategic projects encompassing the customer, supplier strategies, and the customer experience. This position leads the collaboration and interface cross-functionally with all functions in North America, heavily integrated with US Sales Strategy & Operations, Supplier Services & Marketing, Finance, Supply Chain, and Logistics/Warehouse teams.


Leads Projects and Process Improvement initiatives

  • Leads KPI priorities, manages project critical path, issues pre-reads, captures meeting notes, issues follow-ups, informs stakeholders of progress, drives to proposals and execution. Creates project lists annually.
  • Supports the development of all standard operating procedures (SOPs) related to the sales function and coordinate as necessary with the SRM team to ensure seamless execution of the following processes: Cost changes, Discontinuations, New product launches, Seasonal and Special Pack Booking process, PAT forecasting guidelines.

Customer Experience (Processing and Fullfilment of Customer Orders)

  • Through the Sr. Manager, Customer Experience, oversees the day-to-day operations of the Regional Customer Experience Centers including the oversight of technical support services and resolution of customer complaints to ensure they are managed in a timely, professional manner.
  • Works with senior-level management and department heads to coordinate customer experience activities with company-wide goals and objectives, including the identification and implementation of process and policy improvements.
  • Ensures that performance standards are met while still maintaining quality and professional customer experience for our internal and external customers. This includes the active review of existing performance and exception reports to maintain adequate control to achieve desired results and mitigate risk.

Customer Pipeline and New Business Development

  • Supports CBTs with the development of Go-to-Market strategy and strategic deals.
  • Supports delivery of existing in-year strategic priorities behind growth platforms: Brands+, Produce.
  • Supports development of new business: Channel Expansion (Dollar, Costco, FS, Discount), identifying white space (selling more of what we have).

Sales Planning and Forecasting

  • Leads Annual Budget Planning Process (alongside Finance and Supplier Services) – critical path, sales and corporate building blocks, leadership team presentations.
  • Leads sales volume call and latest estimate (LE) process, managing opportunities and risks (O&R), reporting on month/quarter/annual results.
  • Works with the Sales team to support the delivery of Pipeline – a new business to secure in year and next year results.
  • Leads framework for Annual/Quarterly Customer Presentations supported by the annual plan.

Goals/KPI tracking and Communication

  • Supports creation of annual sales Goals/KPIs (OGSIM) and summary of performance metrics
  • Collaborates with finance to provide VP Sales, SLT, and CBTs with timely analytics, reporting, tools, and consultation to support the delivery of those goals (Quarterly Priorities, New Item Tracking, Margin)
  • Leads sales communication and content including cross-functional bi-weekly brand calls

Onboarding Brand Transfers and New Business

  • Executes Critical Path – cross-functional alignment on GTM strategy.
  • Standardizes transitioning customers’ data clean-up.
  • Standardizes brand launch, dashboard, and tracking of results and identifies gaps/opportunities.
  • Summarizes on-going post-launch tracking vs initial expectations.

Leading a High Performing Team

  • Leads the Sales Strategy & Operations and Customer Experience team of 20+ associates, establishes, and tracks goals and objectives for these teams.
  • Meets with the team regularly with a cadence of solid communication, supports the team with prioritization and delivery against key initiatives.
  • Coordinates and executes annual performance reviews and quarterly check-ins and supports associate development plans and stretch goals. Provides recognition and development feedback in a timely manner.
  • Supports execution of Employee Engagement plans.



  • Bachelor’s degree or a minimum of 7 years related experience


  • Previous experience leading a key account team or category business planning group in the past in a Fast Moving Consumer Goods (FMCG) environment at a Tier 1 or 2 manufacturer with a proven track record of sales performance and deep understanding of the grocery retailers in Canada.
  • Leadership across varying departments including teams under direct reports -track record of producing results through others.
  • Analytical background with a history of working with data in large organizations.
  • Deep P&L acumen including the ability to analyze and uncover opportunities to expand the bottom line with existing business and evaluate opportunities with potential new business.

Knowledge, Skills, and Abilities:

  • Communication skills to lead cross-functionally and present at the board level.
  • Optimism, blue sky thinking, and risk-taking personality needed to drive innovation agenda.
  • Excellent understanding of market penetration strategies, market development techniques, and market segmentation strategies.
  • Excellent oral and written communication; an ability to present and discuss technical, functional, and management information in a clear, concise, and efficient way that establishes rapport, persuades others, and gains understanding and appreciation.
  • Knowledge of technology including trends, opportunities, and products
  • Excellent understanding of corporate goals and objectives
  • Customer-centric mindset with a desire to listen and develop solutions for our customers

Additional Requirements:

  • Some travel may be required (ex. Trade Shows)

Our Commitment:

UNFI believes in a diverse and accommodating workplace. UNFI encourages and promotes applications from all qualified individuals, regardless of gender, age, race, ethnicity, disability or otherwise. UNFI is committed to providing full accommodation for persons with disabilities in all active processes and procedures including but not limited to the recruitment process. To request any accommodation you may require to participate in the recruitment process (including alternative formats of materials or accessible meeting rooms), please contact the main recruiting contact for the position or Human Resources to discuss your specific needs.