Director, Sales U.S. Consumer Health

Job Summary

CanPrev is a Canadian company founded in 2005, specializing in premium natural health products, including vitamins, minerals, and supplements. The brand is known for its commitment to making natural medicine safe, effective, and accessible, with formulations developed by licensed health practitioners and manufactured in Health Canada–approved, GMP-compliant facilities. CanPrev emphasizes high purity, potency, and evidence-based formulations to support overall wellness. In February 2025, CanPrev was acquired by Apotex, Canada’s largest pharmaceutical company, creating opportunities for expanded distribution across retail, professional, and international markets while maintaining its strong reputation for quality and innovation in the natural health sector.

We are seeking a dynamic and entrepreneurial Sales Leader to spearhead CanPrev’s entry into the U.S. market. This role will be responsible for executing the go-to-market strategy, establishing key retail and distribution partnerships, and driving revenue growth in alignment with CanPrev’s brand and strategic objectives. The ideal candidate will be experienced in VMS, and within the Natural and Specialty channels. We are seeking a leader who can drive CanPrev’s commercial effort from brand-building with regional customers to scaling with national customers and channels.

Job Responsibilities

• Market Entry Strategy
• Partner with cross functional project team on U.S. sales strategy and execution for CanPrev’s product portfolio.
• Identify and prioritize target customers (natural health, specialty retail, e-commerce, distributors) within launch geographies.
  
  
• Business Development
• Secure partnerships and product portfolio listings with targeted retailers and distributors.
• Negotiate trade terms, pricing, and promotional/merchandising agreements.
• Partner with trade marketing and education teams to train retailers and staff for assisted sales, and to execute in-store programs.
• Rapidly scale the business by expanding brick & mortar distribution from regional to national customers over time.
• Identify and recommend launch programs with key customers for new product innovations.
• Partner with Supply Chain for best-in-class forecasting, consistent supply, and on-time delivery.
  
  
• Team & Infrastructure
• Build and lead a high-performing U.S. sales team (direct and broker network).
• Establish sales processes, CRM, and reporting systems.
  
  
• Revenue & Performance
• Build the Annual Plan for US customers, including revenue, trade spending, promotion and merchandising activity; collaborate with Brand and Trade Marketing on consumer engagement plans
• Deliver sales targets and market share objectives; maintain tight control of pricing strategy and spending.
• Monitor KPIs: sell-in, sell-through, distribution, and promotional ROI.
  
  
• Market Intelligence
  • Track competitive activity, consumer trends, and regulatory changes to inform strategy.

Job Requirements

• Experience: 15+ years in sales leadership roles within natural health, supplements, or CPG; proven track record of U.S. market entry or expansion.
• Knowledge: U.S. retail landscape (natural health, specialty, mass, e-commerce), with direct experience in Natural and Specialty channels, as well as with key distributors.
• Behavior: demonstrated success via strong cross functional collaboration, passionate about the natural health / supplement segment.