Director of Sales - Burlington

Gerrie Electric Wholesale Limited
Burlington, Ontario

Employment Type: Sales

Gerrie Electric is one of the largest independent electrical distributors, with 24 key Ontario locations and over 400 employees. We are a proud family owned, Canadian company and are headquartered in Burlington, ON. We are proud to be a Platinum

Club winner of Canada’s Best Managed Companies. Having been in business since 1957, we are an established and well-respected company in the industry.


Our core purpose is passionately helping customers be more successful by delivering exceptional experiences. We strive for an inspiring culture and integrity in all that we do.

Our success is powered by our people. We invest in the training & development of our employees and encourage career growth across all areas. We celebrate success and show recognition for a job well done.

We believe a more diverse and inclusive environment brings strength to our organization, helps our customers to succeed and creates a significant competitive edge. 

What you will be doing

Reporting to the EVP Sales and is responsible for providing strategic sales direction to the Regional/Branch Managers and Account Managers across the Central Region (Rockwell Automation APR). The Director of Sales is responsible for increasing

market share, revenue growth and developing strategies to service our customers and be recognized as the go-to distributor in our market.  


Analyze sales performance using PowerBI, Sales cubes, and other tools to identify gaps and create recovery plans where required.

Utilize CRM tools to monitor sales activities, track progress, and identify areas for improvement.

Implement and optimize sales processes to enhance efficiency and drive revenue growth.


Prepare and Present on regional objective performance and strategies monthly to Executive.

Create and execute monthly Sales Meetings for Regional/Branch Managers and Account Managers in coordination with the Director of Sales – East West Region and the Branch Manager Meeting coordinator.

Collaborate with other Senior Leadership members and Resource Managers to identify and suggest new business opportunities which will enhance our market position.

Coordinate and Assist Branch/Regional Managers in the preparation for their Quarterly Budget Review meeting.

Participate in Rockwell Automation Group Meetings as required.

Participate in scheduled Director Meetings.


Analyze the overall Regions market and competitive activity with respect to changes in product and pricing strategies by competitors. Collaborate with other Directors, resources and marketing to determine a marketing strategy.   

Prepare and present analytical reports back to selected vendors and works with them on strategies to grow market share as required.

Assist in the development, preparation, and execution of our annual planning event (FMS) or any other strategic customer/vendor event as required.

Support and maximize utilization of key CRM features such as leads, opportunities and contact profiles.

Support product launches to obtain best sales results.

Support the Gerrie Marketing group to help maximize our market penetration and growth.

Collaborate with Marketing team to develop targeted campaigns and initiatives that generate new leads and strengthen customer loyalty.


Collaborate with Vendors with regards to alignment, technical and marketing activities, and opportunities.

Provide input for Vendor strategies and goal setting.

Participates in vendor reviews and provide feedback regarding service levels, supply chain, inventory, and competitive issues where appropriate.

Address any concerns directly regarding vendor issues and coordinate with appropriate Gerrie leadership, EVP Sales, EVP Ecommerce, Marketing, and Vendor Strategy and Director of Procurement.

What you bring to the table

10+ years of sales and marketing experience.

Minimum 5 years in a management role, preferably having led sales teams.

Demonstrated experience in planning, budgeting, forecasting and financial analysis.

Demonstrated collaboration, problem solving and negotiation skills.

Strong computer skills including MS Office, Enterprise Software (JDE), Business Intelligence tools.

Demonstrated track record in setting and execution of sales goals.

Business acumen

Don’t have all of these qualifications? Feel free to send in your resume, we can train you on what you need to know or there might be another role that fits better.

We believe in taking care of our people

Major medical + dental coverage for yourself and your dependents (flex plan options available)

Employee Assistance Program

Global travel coverage

Pension plan with contribution matching

Training, development and career growth opportunities 

Tuition re-imbursement program

Promote from within culture

A diverse and inclusive workplace

Caring and nurturing environment 

Words that our employees use to describe us

Inclusive, team-oriented, motivating, happy, forward thinking, innovative, successful!

Skip to the main content