National Sales Manager - Sobey’s Banners en Guru Organic Energy Drink

GURU is the world’s first natural energy drink, redefining the energy drink industry. Powered by natural caffeine, effective functional ingredients for every occasion, and zero sucralose or aspartame, GURU delivers long-lasting energy you can trust: certified organic and proudly brewed since 1999. We help our community choose good to get good, confident that what they put in is what they get out. 

Founded in Montreal, GURU is the #1 organic energy drink brand in North America, leading a movement toward natural energy that never compromises on taste, performance, or values. 

We reach millions through national retailers, e-commerce, and a vibrant community of movers, explorers, and creators, all powered by our Good Energy. With bold, flavourful innovation and a mission to clean up the energy drink industry, we’re building a community that chooses good and celebrates it. 

Join us if you’re looking for a purpose-driven, high-energy career rooted in real impact. 

Position Overview

We are seeking a strategic, dynamic and results-oriented National Sales Manager to lead Sobey’s National account and all customers fulfilled by Sobeys wholesales

In this role, you will act as the primary business partner to all Sobeys banners including Sobeys, IGA, Bonisoir/Voisin, Foodland, Thrifty Foods, Lawton Drugs at the national level, owning the Joint Business Plan, leading growth initiatives, and ensuring GURU achieves maximum visibility and velocity across all banners. You’ll also be the main contact for Parkland, Suncor and Harnois. You’ll collaborate cross-functionally to ensure alignment between sales, marketing, supply chain, and finance to deliver excellence at every point of sale.

Key Responsibilities

Key Account Management and Growth

• Act as the primary lead for Sobeys’ National portfolio driving annual and long-term Joint Business Plans (JBP) aligned with GURU’s strategic objectives.
• Build and nurture retail relationships at all levels to unlock growth opportunities and strengthen GURU’s presence across all Sobeys banners.
• Lead category management discussions to ensure optimal shelf space, product placement, and promotional visibility.

National Sales Strategy and Execution

• Achieve and exceed annual volume, revenue, and profitability targets for Sobeys in line with GURU’s direct distribution expansion strategy.
• Identify and seize new growth drivers within Sobeys, including innovative formats, new product launches, and data-driven promotional strategies.
• Continuously monitor performance metrics, leveraging insights to adjust strategies and maximize ROI.

Cross-Functional Collaboration

• Work closely with marketing, supply chain, brokers and finance teams to deliver flawless execution at retail.
• Partner with the field and regional sales teams to ensure account-level strategies are executed with excellence at store level.
• Provide consumer, shopper, and retailer insights to fuel GURU’s innovation pipeline and go-to-market strategies.

Sobey’ Accounts Relationship Stewardship

• Lead quarterly business reviews (QBRs) and strategic alignment sessions with Sobeys to drive mutual growth.
• Develop and manage promotional calendars and trade investment budgets that support both volume growth and profitability targets.

• Bachelor’s degree in Business, Marketing, or related field.
• 5+ years of proven experience in National Account Management in the beverage/CPG industry (energy drink experience is a plus).
• Proven success managing large national retail accounts (IGA experience is a strong asset).
• Strong negotiation, strategic planning, and relationship-building skills at senior levels.
• Data-driven mindset with the ability to translate insights into actionable plans.
• Entrepreneurial, self-motivated, and comfortable thriving in a fast-paced growth environment.
• Proficiency with CRM tools, syndicated data platforms (Nielsen, Circana), Excel, and reporting dashboards.
• Passion for wellness, sustainability, and natural products.

What We Offer

1. A purpose-driven, high-energy workplace where your contribution directly fuels GURU’s success.
2. Opportunity to lead strategic partnerships and drive growth in a rapidly scaling brand.
3. Hybrid schedule
4. Competitive compensation package, including:

• Annual performance bonus
• Comprehensive health benefits
• Mobile allowance
• Free gym access
• Free healthy snacks, beverages and lunch discounts
• GURU-branded gear
• Free GURU products (because we walk the talk!)

Dynamic, passionate colleagues and a culture rooted in innovation, performance, and Good Energy.