Business Development Manager-Mass Channel

Platinum Naturals is one of Canada’s leading supplement, health & wellness companies.

Since 1996, our focus has been on helping people feel their best every day.

Our high quality and effective natural supplements deliver results with our exclusive Omega Absorb delivery system.

Platinum Naturals is a people-oriented company, recognizing that people are what make a good company great.

The team enjoys a positive and collaborative work environment with the mission to make a real positive difference in people’s lives.

We offer excellent career opportunities that include group benefits, a retirement savings program and a bonus program.

Our head office is based out of Richmond Hill, Ontario and we have a strong national sales force to which we’re looking to continue to build and solidify.

We offer excellent career opportunities to those who are looking for a rewarding, fulfilling and challenging career.

Location:

Canada (Hybrid or Remote)

Reports to:

Director of Sales

The Business Development Sales Manager is responsible for driving profitable growth and expanding national distribution across Canadian mass retail channels, including grocery, drug, mass merchandisers, and club. This role will focus on developing new retail partnerships, growing existing accounts, and executing sales strategies within the health, wellness, and natural health product (NHP) category.

The ideal candidate has a proven track record selling supplements or wellness products into Canadian mass retailers, strong buyer relationships, and a solid understanding of Health Canada regulations, retail economics, and promotional execution.

• Drive new business development and expand national and regional distribution across Canadian mass retail channels (e.g., Loblaws, Sobeys, Metro, Shoppers Drug Mart, Walmart Canada, Costco)
• Manage and grow key mass retail accounts to achieve sales, distribution, and velocity targets
• Lead buyer meetings, line reviews, and negotiations on listings, pricing, trade spend, and promotional programs
• Develop and execute account-specific sales plans aligned with brand strategy and retailer objectives
• Partner cross-functionally with Marketing, Regulatory, Supply Chain, and Finance to ensure compliant and effective retail execution
• Support product launches, reformulations, and innovation rollouts within mass channels
• Analyze sales performance, category trends, consumer insights and competitive activity to identify growth opportunities
• Manage sales forecasting, promotional planning, and performance tracking against KPIs
• Ensure all retail programs align with Health Canada Natural Health Product (NHP) regulations and approved claims

• 5+ years of sales or business development experience within CPG, health, wellness, or supplements
• Proven experience selling into Canadian mass retail channels (grocery, drug, mass merchandisers, club)
• Established relationships with Canadian retail buyers and category managers
• Strong understanding of Canadian retail economics, including pricing, margins, trade spend, and promotions
• Familiarity with Health Canada regulations for Natural Health Products (NPNs, claims, compliance)
• Experience managing line reviews, planograms, and promotional calendars
• Strong analytical skills with the ability to leverage sales and syndicated data
• Excellent negotiation, presentation, and communication skills
• Excellent computer skills including MS Office (Excel, Word, PowerPoint) and the ability to interpret and analyze sales reports
• Ability to travel within Canada as required

• Experience with in vitamins, minerals, supplements, functional foods, or natural health products
• Experience launching new products nationally in Canada
• An extrovert with strong communications, interpersonal and relationship building skills
• Experience working with both conventional and natural retail channels
• Strategic, growth-oriented mindset
• Strong relationship-building and influencing skills
• Results-driven with strong execution capabilities
• Highly organized and comfortable in a fast-paced environment
• Passion for health, wellness, and consumer education

• Competitive compensation package (base salary + performance bonus)
• Opportunity to make an impact in a growing health & wellness company
• Collaborative, entrepreneurial culture with strong values around health and wellbeing