Job Title: Business Development Associate – Ethnic Sales USA
Company Overview:
Alsafa Foods is North America’s largest halal food brand, empowering Muslims through accessible, high-quality, guilt-free convenience foods. Recognized as one of Canada’s ‘10 Fastest Growing Companies of 2022’ by Insights Success Magazine, Alsafa thrives on innovation, agility, and strategic expansion. With 60+ SKUs distributed across leading retailers and ethnic store networks in both Canada and the U.S., our mission continues to resonate with diverse consumer communities across the continent.
Position Summary:
We are seeking a results-driven, relationship-focused Business Development Associate to manage and grow Alsafa Foods U.S. ethnic sales territory while being based in Canada. As the territory owner, you will hold full accountability for distributor and key retail performance across assigned U.S. clusters, including sales growth, numeric distribution expansion, category-wise growth, AR compliance, expiry control, POP execution, and overall in-market results.
This role is centered on building strong distributor and retail partnerships, ensuring in-store execution standards are met, and driving measurable growth across U.S. ethnic markets. You will use tools such as Power BI, Repsly, Business Central, and the customer portal to analyze performance, identify opportunities, address execution gaps, and support data-backed decisions. Frequent cross-border travel, competitive tracking, and in-store audits will be essential to maintain visibility, availability, and compliance across priority outlets.
The ideal candidate is proactive, analytical, and comfortable operating in a field-based, cross-border environment with full ownership of territory results. Candidates must be Canadian citizens or permanent residents with the ability to travel freely to the United States.
Duties & Responsibilities:
Territory & Distributor Management
- Manage a defined U.S. ethnic sales territory from Canada, with a strong focus on U.S. ethnic retail partners and distributor relationships.
- Act as the territory owner, accountable for sales growth, numeric distribution, category-wise growth, and execution standards across assigned clusters.
- Conduct regular store and market visits during U.S. travel, prioritizing high-performing and high-opportunity outlets for product availability and merchandising execution.
- Monitor freezer and shelf displays to ensure visibility, backup stock, and planogram compliance in priority stores.
Sales Execution & Account Management
- Analyze distributor and store-level sales data using Power BI to prepare for visits and strategy discussions.
- Review promotions, launches, pricing, and inventory health with key store and distributor contacts.
- Submit orders through Business Central or the customer portal by daily cut-off to ensure accurate fulfillment.
- Follow up on payments from accounts with outstanding balances and enforce credit and payment policies before re-shipment.
Market Intelligence & Expansion
- Identify and engage new retail or distributor accounts during territory travel to expand numeric distribution.
- Lead onboarding and induction for new accounts, ensuring smooth activation and alignment with Alsafa Foods standards.
- Track competitor activity including pricing, promotions, assortment, and in-store displays, and recommend tactical actions.
- Log store visits, route tracking, and field activities using Repsly to provide transparent reporting and route visibility.
Operational Coordination
- Coordinate closely with Sales Operations, Logistics, and Customer Service to align inventory flow, delivery timelines, and service levels for U.S. customers.
- Handle expiry or short-dated stock approvals with management, recommending and executing targeted clearance or localized promotions.
- Support monthly Point-of-Purchase (POP) placement for seasonal and marketing campaigns in coordination with Trade Marketing and distributors.
Reporting & Reviews
- Prepare quarterly business reviews with data-driven insights: sales by category, region, and channel.
- Participate in annual planning: reflect on achievements and propose targets with projected growth, supported by promotional and operational needs.
Ad Hoc Support
- Address urgent store or distributor issues with timely on-site interventions during U.S. trips.
- Stay agile and responsive to changing market dynamics, seasonality, and store-level challenges.
- Provide additional support during peak business cycles such as Ramadan, BBQ season, and Back-to-School campaigns.
Key Qualifications:
- Bachelor’s degree in Business, Marketing, or a related field.
- 2-3 years of field sales, account management, or business development experience in CPG or food distribution.
- Proficient in Power BI, Repsly, and Business Central.
- Excellent communication, negotiation, and problem-solving skills.
- Valid driver’s license and access to a vehicle.
Core Competencies
- Customer Centric: Builds strong, lasting relationships with ethnic retail partners and distributors, ensuring product availability and merchandising excellence.
- Self-Driven & Accountable: Independent and organized in managing store routes, with a track record of meeting KPIs and enforcing compliance.
- Analytical & Strategic Thinker: Interprets sales data (Power BI, Repsly) to guide store visits, promotions, and expansion opportunities.
- Agile Adaptor: Responds quickly to changing business scenarios, store issues, and dynamic market conditions.
- Innovative Relationship Builder: Brings fresh ideas for promotions, campaigns, and growth strategies while maintaining long-term customer trust.
Role Dynamics
- Canada-based role with frequent travel across U.S. territories.
- Flexible hybrid schedule combining office/remote work with regular U.S. field visits.
- Monthly routing adjusted based on geography, performance, and distributor needs.
- Mileage and travel reimbursements provided for cross-border visits.
- Peak business cycles include Ramadan, BBQ season, and Back-to-School campaigns.
What We Offer:
- Competitive salary with performance-based bonuses.
- Extended health benefits for employees and dependents, no co-pays or premiums.
- Paid vacation, birthday leave, and religious holidays.
- Flexible hybrid work model.
- Professional development through ongoing training, conferences, and learning programs.
- Opportunity to represent North America’s leading halal frozen food brand.