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DMC Recruitment Group

Vice President, Sales

Steinbach, MB, Canada

Full-time

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Job details

Job type: Full-time
Apply by: Dec 4, 2026
Experience: 10+ years of progressive sales and commercial leadership experience, including at least five years at a senior leadership level.
Posting language: English
Posted: Nov 4, 2026

Original job description

VICE PRESIDENT OF SALES

E.G. Penner Building Centre

Steinbach, Manitoba

The Company

E.G. Penner Building Centre is one of Manitoba’s most established and recognized names in building materials. Proudly independent, family owned, and deeply rooted in the Steinbach community, the business has grown from a small local operation into Manitoba’s largest independently owned building supply company.

For more than 60 years, E.G. Penner has built its reputation by being the go-to destination for homeowners, contractors and building professionals across the region. Today, the business combines the stability and values of a long-standing local employer with the scale, resources and ambition of a company that continues to invest in its people, product offering, and customer experience.

More than a building materials retailer, E.G. Penner offers specialized departments, experienced sales and design teams, installation services and extensive project support. This breadth has allowed the business to become a trusted partner throughout the entire building and renovation process.

Despite its growth, E.G. Penner remains closely connected to the community it serves. It is a business built locally, employing local people and supporting the contractors, homeowners and communities that have contributed to its success.

For someone looking to build a long-term career, E.G. Penner offers a rare combination: the stability and reputation of an established business, significant scale and resources, and the opportunity to help shape the next stage of its growth.

THE OPPORTUNITY

E.G. Penner has built an incredible business over more than six decades, with strong customer relationships, an established market position and a reputation that has been earned over generations.

The opportunity at hand, is to build upon that strong foundation.

E.G. Penner is looking for a Vice President of Sales to join its Executive Leadership Team and provide strategic leadership across the entire sales organization.

Reporting directly to the President, this is a broad commercial leadership mandate responsible for revenue growth, market share, profitability, customer retention and sales performance. The VP of Sales will develop and execute sales-enabling strategy, while ensuring the organization continues to deliver the level of service and customer experience that has been central to E.G. Penner’s success.

With seven direct reports and approximately 125 indirect reports, this individual will lead a substantial and diverse team spanning; Retail Sales, Building Materials & Contractor Sales, Cabinetry, Flooring & Window Coverings, Mechanical/ HVAC, Plumbing & Electrical, Marketing, and Drafting & Design.

This role is not about changing what has made E.G. Penner successful. It is about building on it.

The opportunity is to bring strong commercial leadership, new ideas, and a clear growth strategy to an established business, while protecting the relationships, the service, and the reputation that have always been at its core.

THE MANDATE

The VP of Sales will take ownership of sales performance and commercial strategy across the organization, creating an environment where departmental managers/supervisors understand what is expected of them, teams are coached and developed, customers remain at the centre of decision-making, and opportunities for growth are actively identified and pursued.

Key Areas Of Responsibility Will Include

Develop and execute E.G. Penner’s long-term sales strategy, aligned with the organization’s growth, profitability and broader business objectives.
Establish annual sales goals, budgets, forecasts and meaningful performance metrics across the sales organization.
Lead and develop the team of direct reports and their teams, creating clear accountability while coaching managers, developing future leaders and building succession plans.
Drive profitable sales growth across retail, contractor, commercial, agricultural and industrial customer segments.
Identify new markets, customer segments, geographic opportunities, under-developed product categories and uncapitalized revenue streams that support the continued growth of the business.
Build and maintain strong relationships with key customers and strategic partners, taking an active role in major account negotiations and significant sales opportunities.
Oversee sales processes, pricing strategies and performance measurement, maintaining a strong focus on gross margin and profitability alongside top-line revenue growth.
Use sales data, market intelligence and industry trends to understand competitive activity, identify opportunities and support better business decisions.
Work closely with vendors and suppliers to identify opportunities for growth and strengthen E.G. Penner’s position in the market.
Partner closely with the President and senior leaders across Operations, Finance and Human Resources on annual planning, forecasting and strategic initiatives.

What Success Looks Like

Success in this role will be visible through both the sales numbers and the strength of the organization.

The business is growing profitably. Existing customers continue to choose E.G. Penner. New customers and markets are being developed. Gross margins are protected. Sales teams understand their priorities and leaders have the confidence, accountability and the tools to manage their people effectively.

Just as importantly, growth should feel consistent with who E.G. Penner is.

This person will understand that relationships matter. They will respect the knowledge, customer connections, and experience already within the business, while bringing the commercial discipline and leadership required to identify where E.G. Penner can go next.

Success will ultimately be measured across sales and profitability targets, gross margin performance, customer retention and growth, new business development, growth of market share, sales team productivity, departmental cross-selling, employee engagement and retention, budget performance, and execution of strategic initiatives.

CROSS-FUNCTIONAL LEADERSHIP

A key relationship for the VP of Sales will be their partnership with the VP of Operations.

Sales and Operations are deeply connected in a business like E.G. Penner. What is promised to the customer needs to be supported operationally, from inventory and product assortment through to service and delivery.

These two leaders need to work closely and collaboratively. They should be aligned, open-minded and comfortable challenging and supporting one another, with a shared focus on what is best for the customer and the business at large.

Many of the challenges and opportunities that arise will sit between Sales and Operations and will benefit from two perspectives working together rather than one.

Strong communication, mutual respect and a willingness to solve problems together will be essential to keeping both functions connected and moving in the same direction.

The Experience

We are looking for an accomplished sales leader who understands that sustainable growth comes from strong people, strong customer relationships, and disciplined commercial execution.

The Successful Candidate Will Ideally Bring

10+ years of progressive sales and commercial leadership experience, including at least five years at a senior leadership level.
Experience within retail building materials, lumber, construction supply, manufacturing, distribution, or a related industry.
Demonstrated experience leading large teams through direct reporting managers/supervisors, with a track record of mentoring and developing leaders and creating a framework of accountability.
Experience managing significant revenue portfolios and developing strategies to protect and grow them profitably.
A strong understanding of retail and contractor sales environments, ideally with knowledge of lumber, building materials, construction products and related markets.
Demonstrated success in strategic planning, budgeting, forecasting, new business development and growing existing customer relationships.
Strong financial and analytical skills, with an understanding of pricing, gross margin and profitability.
Experience developing sales KPIs and using data to improve team and business performance.
Strong negotiation, presentation and relationship-building capabilities.

A degree in Business Administration, Commerce, Marketing, Management or a related discipline is preferred.

An MBA or advanced business education would be considered an asset.

THE LEADERSHIP PROFILE

E.G. Penner is looking for an accomplished commercial leader who knows how to bring out the best in people, build lasting customer relationships, and create meaningful, profitable growth across a complex business.

Someone who can see the bigger picture while remaining connected to what is happening with customers and working shoulder-to-shoulder with their direct teams. Someone comfortable around an executive table, but equally engaged while spending time on the sales floor, visiting a contractor, or working through an opportunity alongside one of their team members.

They will be a coach and mentor first. They will set clear expectations, hold people accountable, and give their managers the support and confidence to lead their own teams effectively.

They will be commercially curious. They will understand the market, ask good questions, listen to customers and employees, and continually look for where the next opportunity might come from.

They will also understand that growth cannot come at the expense of what has made E.G. Penner successful. Customer relationships, service, and reputation matter deeply.

For the right person, this is an opportunity to support and shape the next stage of growth for one of Manitoba’s most established independent building supply businesses, building on more than 60 years of success, while creating new opportunities for the future.

Salary Disclosure; Total compensation package exceeding $200,000

If you are interested in arranging a confidential conversation, please apply via the DMC website. This role is being hired with priority on behalf of our long-term client, E.G. Penner.

#EGPenner

DMC Recruitment uses a CRM system that includes AI-assisted screening and summary. However a human consultant makes the final decision on the suitability of every candidate for every role.

This posting is for an existing vacancy.

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More about this job

Responsibilities

Lead the sales organization and develop strategies to grow revenue, market share, customer retention, and profitability across multiple business segments. Set sales goals and performance measures, develop leaders and teams, manage key customer and supplier relationships, and collaborate with executive peers on planning and strategic initiatives.

Requirements

Candidates should have 10 or more years of progressive sales and commercial leadership experience, including at least five years in senior leadership, and experience leading large teams and significant revenue portfolios. Relevant industry experience, strong financial and analytical capabilities, and demonstrated success in strategic planning, forecasting, business development, and customer relationship growth are sought; a business-related degree is preferred, with an MBA or advanced business education considered an asset.

Skills

Sales Leadership
Sales Strategy
Revenue Growth
Profitability Management
Team Leadership
Coaching and Mentoring
Strategic Planning
Budgeting and Forecasting
Business Development
Negotiation
Pricing Strategy
Gross Margin Management
Sales Performance Measurement
Market Analysis
Cross-Functional Collaboration

Visa sponsorship

Not detected in the job text

Keywords

Building Materials
Lumber
Construction Supply
Retail Sales
Contractor Sales
Commercial Sales
Agricultural Sales
Industrial Sales
Sales Strategy
Revenue Growth
Market Share
Profitability
Gross Margin
Pricing Strategy
Sales Forecasting
Budgeting
Sales KPIs
Performance Metrics
Customer Retention
New Business Development
Market Intelligence
Vendor Relationships
Supplier Partnerships
Succession Planning
Cross-Selling
Team Development
Cabinetry
Flooring
HVAC
Plumbing and Electrical

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