Joe Picarella

Trilingual (English/French and Italian) Sales Leader with more than 20 years of experience driving revenue growth, developing distribution networks, and managing strategic customer relationships across Canada. Extensive expertise in national account management, market development, dealer and contractor engagement, and sales team leadership within the building products industry. Proven ability to grow market share, negotiate national agreements, launch new products, and build strong partnerships with distributors, retailers, builders, and buying groups.

Canadian Sales Director - Derby Building Products - Canada

(2025-03)

• Lead national sales initiatives across Canada for a leading manufacturer of composite exterior building products.
• Develop dealer, contractor, and builder relationships to expand market presence.
• Drive product adoption through training programs, marketing initiatives, and channel support.
• Partner with Gillfor Distribution to increase market penetration through independent dealer networks.
• Successfully relaunched the Ontario market, securing significant projects through strategic pricing and customized product solutions.

Regional Sales & Market Development Manager - Royal Building Products - Ottawa – Maritimes

(2014-01 - 2024-12)

• Reported directly to the Vice President of Sales and General Manager, Aluminum Products Canada.
• Managed relationships with 18 branch locations across company-owned and independent distribution networks.
• Oversaw a territory generating approximately $50 million in annual sales.
• Developed annual sales budgets, forecasts, and performance objectives.
• Negotiated and secured strategic partnerships with key distribution organizations across Eastern Canada.
• Created market development plans to support the launch and growth of innovative product lines.
• Negotiated national agreements with major buying groups, including RONA, Home Depot, Home Hardware, and BMR.
• Delivered presentations to architects, builders, distributors, and retail organizations to support business development initiatives.
• Supported sales teams through account planning, pricing strategies, and market intelligence.

National Sales Manager - Polyroche Inc. - Montreal

(2009-01 - 2013-12)

• Led Canadian retail and export sales operations.
• Managed and coached four Regional Sales Managers.
• Developed and implemented sales strategies that increased market penetration and revenue growth.
• Collaborated with executive leadership on business planning and market expansion initiatives.
• Strengthened relationships with major retail and distribution partners across Canada.

Regional Sales Manager - Polyroche Inc. - Montreal

(2004-01 - 2009-12)

• Played a key role in growing company sales from start-up stage to approximately $4.5 million in revenue.
• Secured product placement with major home improvement retailers throughout Canada.
• Expanded national market presence through strategic business development and relationship management.
• Managed regional sales activities, performance reporting, and customer development initiatives.
• Represented the company at industry trade shows and national home improvement exhibitions.

IT Manager / EDI Systems Integration Specialist - Viasystems - Montreal

• Managed a multi-location team responsible for EDI systems integration and operational support.
• Collaborated with executive leadership, finance, and technology teams to support business operations and process improvements.
• Oversaw order processing and invoicing system functionality to ensure operational efficiency.

EDI Specialist - CGI - Montreal

• Supported Electronic Data Interchange (EDI) systems and transaction processing for major corporate clients.
• Maintained critical billing and transaction-processing applications.
• Participated in system enhancement and business continuity initiatives.

AEC - Computer Science - Herzing College