Head of Sales & Operations at Karl-Optical Group (2017-01 – Present)
Privately held Canadian eyewear company specializing in the design, commercialization, and distribution of optical frames and sunglasses through its flagship brand, TOPLOOK, across Canada, the United States, and international markets.
- Own full P&L accountability, directing commercial planning, budgeting, forecasting, pricing strategy, margin management, inventory optimization, purchasing, and profitability performance.
- Lead all commercial and operational functions of the organization, including sales, strategic accounts, business development, forecasting, purchasing, inventory planning, supplier management, and operational execution.
- Accelerated market expansion through the acquisition of 300+ accounts across Canada, 50+ accounts in the United States, and the development of distributor partnerships across South America, North Africa, and Eastern Europe.
- Lead and develop a commercial network of sales representatives, distributors, independent optical retailers, buying groups, and strategic accounts across Canada, the United States, and international markets.
- Develop and execute commercial growth strategies that expand market presence, increase customer acquisition, strengthen account retention, and accelerate overall business performance.
- Recruit, coach, and develop commercial talent through KPI-driven performance management systems, accountability frameworks, and structured leadership development programs.
- Negotiate commercial agreements with distributors, strategic customers, suppliers, and business partners to support profitability objectives and long-term business expansion.
- Direct the commercialization and lifecycle management of a portfolio exceeding 150 SKUs across optical and sunglasses categories.
- Represent the organization at major international trade exhibitions, securing new business opportunities and international distribution partnerships.
- Partner directly with ownership on corporate strategy, investment decisions, organizational development, and long-term growth planning.
Wholesale Sales Manager at Imperial Tobacco Canada (British American Tobacco) (2015-01 – 2017-12)
Canadian subsidiary of British American Tobacco, one of the world's leading FMCG organizations operating in more than 180 countries with annual revenues exceeding USD $35 billion.
- Directed a CAD $60M+ business unit representing 5% of the company's national commercial portfolio while generating more than CAD $10M in incremental revenue growth.
- Led, coached, and developed a high-performing commercial organization consisting of 4 Regional Managers and 12 Sales Representatives.
- Delivered 22% market share growth through territory optimization, distribution expansion, strategic account development, and enhanced commercial execution.
- Delivered consistent revenue growth and market penetration through channel growth strategies focused on customer development and profitability improvement.
- Conducted more than 50 annual business reviews with major wholesalers and distributors, and implemented KPI-driven performance management processes that improved overall team productivity by 18%.
- Collaborated cross-functionally with Marketing, Finance, Supply Chain, and Trade Marketing to drive commercial performance and provide strategic recommendations on pricing, competitive activity, and market trends.
Marketing Deployment Executive at Imperial Tobacco Canada (British American Tobacco) (2014-01 – 2015-12)
- Led national commercial deployment and retail execution initiatives, leading 3 Team Leaders overseeing approximately 60 Inside Sales Representatives and directing the IT Sales function.
- Managed the nationwide launch of a B2B digital ordering platform that generated more than CAD $4M in incremental quarterly revenue through targeted upselling initiatives.
- Improved retail execution by 15% through KPI monitoring and performance analysis, directing deployment of POS and marketing materials across more than 1,000 retail locations nationwide.
Inside Sales & Customer Service Manager; Inside Sales Representative at Imperial Tobacco Canada (British American Tobacco) (2010-01 – 2013-12)
- Progressed from Inside Sales Representative to leading a national inside sales and customer development organization, managing a portfolio of retail and wholesale accounts before taking on recruitment, coaching, performance management, and team development for wholesale customers and distribution partners across Canada.
- Implemented KPI frameworks, CRM optimization, and process improvements that strengthened sales effectiveness, customer responsiveness, and operational consistency.
