Head of Sales

Head of Sales

Citation Canada is built on the belief that HR and Health & Safety are essential to the growth of any organization. Starting our journey as HRdownloads in 2008, we’ve since helped thousands of businesses across Canada make these matters clearer, faster and painless. We’re dedicated to being the most complete and connected HR and Safety solution in Canada, with award-winning technology, world-class support and industry-specific HR and Health & Safety content. We are your trusted HR and Safety partner, for all Canadian companies.

Citation Canada forms part of Citation Group - a collective of businesses dedicated to supporting small and medium-sized enterprises across a range of essential services. We know that running a business means juggling a lot. Our mission is to ease these pressures by providing expertise, guidance, and solutions that enable business leaders to focus on what they do best. From HR and Health & Safety to Cybersecurity, E-Learning, and ISO compliance, we’ve got you covered.

Citation has achieved strong growth through a combination of organic expansion and strategic acquisitions, continually broadening our expertise, services, and reach to create a one-stop shop that supports businesses across the UK, Canada and Australia.

We are looking for a Head of Sales to lead the existing Canadian new business sales function, owning revenue delivery and the end-to-end sales funnel, while partnering with Marketing to drive acquisition and conversion performance.

Key Responsibilities

1. Revenue Growth & Commercial Performance

• Own and deliver the new business revenue target, translating overall goals into clear monthly, weekly and individual sales expectations.
• Take end-to-end ownership of the new business funnel, from lead generation and appointment setting through to conversion and closed revenue.
• Drive commercial performance through clear sales KPIs, targets and structured daily, weekly and monthly performance rhythms.
• Maintain accurate revenue forecasting and sufficient pipeline coverage to deliver current and future quarterly targets.
• Identify opportunities to improve commercial performance, proactively addressing gaps in conversion, deal value, sales cycle time and overall revenue generation.

2. Sales Strategy, Operations & Performance Management

• Develop and continuously optimise the sales strategy, processes and operating model to maximise efficiency, productivity and revenue performance.
• Establish clear performance metrics, reporting and accountability across the sales function.
• Own CRM governance, ensuring high standards of data quality, pipeline visibility and sales process adherence.
• Identify and address funnel inefficiencies, using performance insights and data to drive continuous improvement.
• Lead the adoption and effective use of sales technology, ensuring tools and systems are embedded into day-to-day sales activity.

3. Sales Leadership & Team Development

• Lead, develop and motivate a high-performing sales team, establishing clear expectations around objectives, activity levels, behaviours and results.
• Drive a strong coaching and performance management culture through regular 1:1s, call reviews, feedback and individual development plans.
• Identify and address underperformance quickly, fairly and effectively, creating a culture of ownership and accountability.
• Build and strengthen the sales team through effective recruitment, onboarding, talent development and succession planning.
• Develop the capability, confidence and commercial effectiveness of individuals to support both personal and business growth.

4. Marketing & Acquisition Performance

• Partner closely with Marketing to jointly own acquisition funnel performance, ensuring alignment on lead generation, lead quality, appointment volumes and conversion.
• Work collaboratively to identify opportunities to improve the effectiveness and efficiency of the end-to-end customer acquisition journey.
• Use funnel insights and performance data to inform acquisition strategy and optimise return on investment.

5. Cross-Functional & Commercial Leadership

• Contribute to commercial strategy and business planning as a member of the Canadian leadership team, bringing a clear sales and revenue perspective.
• Partner with Finance on revenue targets, forecasting, commercial performance and incentive plan design.
• Work closely with Client Success to ensure a seamless handover of new clients into onboarding, supporting a positive customer experience from the point of sale.
• Collaborate with Product and Proposition teams, sharing market intelligence, customer insights and sales feedback to inform proposition development and commercial opportunities.

6. Technology, AI & Continuous Improvement

• Actively leverage AI, automation and sales technology to improve the effectiveness, productivity and scalability of the sales function.
• Embed AI and automation into day-to-day activities, including pipeline analysis, forecasting, call reviews and performance reporting.
• Continuously evaluate new tools, processes and ways of working, using data, results and feedback to drive improvements in sales effectiveness and operational efficiency.

Why choose us?

Compensation is one part of our broader Total Rewards package that supports wellbeing, balance, and growth. Today, this includes:

Time Off & Flexibility

• 3 weeks of vacation
• Your birthday off
• 2 paid volunteer days
• Office closure between Christmas and New Year’s

Health & Wellbeing

• Comprehensive group benefits, including health, dental, insurance coverage, and an Employee Assistance Program.
• 10 paid personal time-off (PTO) days for appointments, illness, or well-being needs.

Work Environment

• A hybrid work environment built on trust and accountability.
• A standard 7.5-hour workday.
• Support for professional development and continuous learning.

Base Salary: The expected base salary range being offered to candidates for this role is $162,000 – $180,000. Positioning within this range will be determined based on a variety of factors such as location, skills, and experience. This role will be primarily based at our Toronto office (2 Bloor Street West, Toronto, Ontario), with travel to our London office (727 Exeter Road, London, Ontario).

Additional Information:

Use of Artificial Intelligence (AI) - As part of our hiring process, Citation Canada uses artificial intelligence enabled tools to support the screening, assessment, and selection of applicants. These tools assist our teams but do not replace human decision making. All employment-related decisions are made by our team.

If you require accommodation at any stage of the recruitment process, please let the recruitment team know.