Job Description

Position - Director, B2B Sales & Marketing

About apetito

apetito Canada is a leader in providing high-quality frozen meals and nutritional solutions to healthcare and community organizations across the country. Through our Meals on Wheels partnerships, we help local organizations deliver nutritious, accessible meals to seniors and individuals in need--making a real difference in people's lives every day.

Position Summary

The Director, B2B Sales & Marketing leads and manages apetito Canada's national B2B business as a key enterprise function. Reporting directly to the President and serving as a member of the Executive Team, this role is accountable for the overall performance, profitability, and strategic growth of the B2B business. The Director provides strategic leadership across healthcare, senior living, and community sectors--driving revenue, operational excellence, and customer satisfaction--while collaborating with internal teams to ensure consistent implementation of strategy, standards, and service quality across Canada.

Roles and Responsibilities :

Strategic Leadership

Set the overall strategic direction for apetito Canada's B2B business, ensuring alignment with the company's mission and long-term growth objectives. Develop and implement annual business plans and go-to-market strategies to achieve sales, profitability, and brand goals. Own the business unit P&L and annual budget, ensuring performance to margin targets. Provide market insights, competitive intelligence, and strategic recommendations to inform long-term business planning. Serve as an active member of the apetito Canada executive leadership team, contributing to national strategy and decision-making.

Business Development

Lead business growth through new customer acquisition, account expansion, and retention across healthcare, long-term care, retirement living, and community organizations. Build and maintain strategic partnerships with executive-level stakeholders and key industry decision-makers. Lead the design and execution of territory, customer segmentation, and channel development strategies. Oversee the development of proposals, bids, and partnership agreements, ensuring alignment with brand standards and financial objectives. apetito Canada Limited 1010 Dairy Drive Ottawa, ON K4A 3N3 www.apetito.ca Represent apetito Canada at industry events, conferences, and associations to enhance visibility and influence.

Financial Management

Monitor and analyze business performance to ensure profitability and sustainable growth. Partner with Finance to forecast, budget, and report on key performance metrics. Identify risks and opportunities, leading corrective actions to deliver against sales and profit targets. Guide pricing strategies and contract structures to ensure competitive positioning and value creation.

Operational Excellence and Brand Standards

Ensure consistency in product and service quality, operational execution, and brand representation across all B2B channels. Collaborate with Operations, Culinary, and Supply Chain teams to ensure seamless delivery and service performance. Maintain compliance with contractual obligations, service-level agreements, and industry regulations. Lead continuous improvement initiatives to enhance operational efficiency and customer satisfaction.

Sales and Marketing Leadership

Lead, coach, and develop the national B2B sales and marketing team to deliver exceptional results. Oversee all B2B marketing initiatives in collaboration with the Marketing Manager, ensuring effective positioning and lead generation. Champion customer experience excellence, positioning apetito as a trusted partner in the Canadian healthcare and community food service markets. Shape go-to-market strategy for new products, categories, and service innovations.

Legal and Compliance

Ensure all customer and supplier agreements comply with legal, financial, and operational standards. Partner with Legal and Compliance teams to mitigate risks in commercial contracts and partnerships. Stay informed about relevant industry legislation and regulatory requirements affecting apetito Canada's B2B operations.

Innovation and Continuous Improvement

Foster a culture of innovation and continuous improvement within the B2B team. Identify emerging trends in healthcare, food service, and senior nutrition to inform product and service innovation. Collaborate with internal stakeholders to develop new solutions that enhance value, efficiency, and sustainability.

Qualifications & Experience

Proven senior leadership experience in healthcare sales, B2B foodservice, or institutional supply. Demonstrated success delivering sales growth, profitability, and managing a P&L. Strong leadership skills with experience managing managers and cross-functional teams. Exceptional strategic thinking and relationship-building capabilities at the executive level. Financial literacy and data-driven business acumen.

Preferred

Registered Dietitian (RD) designation or background in nutrition/healthcare. Experience in category management, product development, or marketing leadership. Bilingualism (English/French).

Culture & Fit

The ideal candidate is purpose-driven and aligns with apetito's values of making a real difference through food. They possess a collaborative leadership style, are adept at influencing across functions, and have a passion for improving healthcare and community outcomes. A commitment to equity, diversity, inclusion, and sustainability is essential.

Other Information

This position is based in Ottawa, Ontario, with approximately 35% national travel. apetito Canada offers a competitive compensation, benefits, and performance-based incentive package commensurate with the seniority of the role.

Job Types: Full-time, Permanent

Benefits:

Dental care Disability insurance Extended health care Life insurance Vision care
Work Location: In person