Spencer Strickley

Strategic Sales Management professional with 20+ years of experience leading new business development and national/regional portfolio management within Canada's consumer packaged goods retail trade. Proven ability to secure new retail distribution, launch high-growth product lines, and build lasting partnerships with major national retailers including Costco, Walmart, Canadian Tire, and TJX. Skilled at translating category strategy into turnkey execution that drives measurable revenue growth and expands market share.

National Sales Manager - Canadian Direct Sales

(2023-10)

Manage national retail sales across Small Electrics, Fitness Equipment, Home Care, and Electronics product lines.

• Secured new retail listings with Walmart Canada and London Drugs for Q4 2024, generating $1.0M in combined sales.
• Launched a new product line into Costco Canada, delivering $1.1M in incremental sales.
• Expanded e-commerce presence by launching 52 new online SKUs across two major retailer platforms.
• Introduced a new product assortment into M&Ms Canada and secured new retail distribution with TJX Canada.
• Launched three new SKUs into Real Canadian Superstore as a seasonal promotional program.
• Secured three new national retailer contracts for product distribution.
• Analyze POS data to identify sales trends and build forward-looking promotional strategy; prepare competitive analyses for key retailer meetings.
• Own day-to-day business operations across all product lines, including listing setup and product process management, with regular reporting to Senior Management.

Regional Sales Manager - JURA Canada

(2022-08 - 2023-10)

Managed retail sales and new product introductions for JURA premium espresso machines, Capresso small appliances, and Rocket-branded appliances.

• Managed a national account base including Costco Canada, Costco B2B, TSC, TA Appliances, and B2B/specialty distributors.
• Secured national distribution with Costco Canada Business Centres for a new line of professional coffee makers and commercial juicers.
• Negotiated reduced costing on the Small Electrics line, enabling launch into Costco Canada, TSC, Best Buy, and HBC.
• Opened multiple new specialty retail accounts for the JURA Super Espresso line.
• Developed a three-machine retail program with Canadian Tire.
• Delivered product presentations to retailers and distributors supporting new item launches.

National Sales Manager, Canada - Koolatron Corporation

(2022-03 - 2022-08)

Managed national accounts for Kitchen Electrics, Thermo-Electric Coolers, Wine Fridges, and Portable Fridges.

• Managed key national accounts including Costco, Canadian Tire, and Target USA.
• Established a new vendor account with Canadian Tire's Category Manager for White Goods, securing new product listings.
• Negotiated contracts, terms, and promotional programs with mid-level retail management.
• Grew Target's online SKU count and managed omni-channel promotions in partnership with Buyers.
• Expanded Costco Canada in-line and online programs, growing SKU count and launching monthly promotional eBlasts.

Director of Canadian Sales - Tristar Products Inc.

(2012-01 - 2021-10)

Led the full Canadian business across national retail accounts (in-line and online) for Small Kitchen Electrics, Fitness Equipment, Women's Wear, and Impulse Goods, delivering US$15M in annual sales.

• Managed national retailer and supplier relationships to expand into new categories and channels.
• Aligned U.S. sales plans and rollouts with the Canadian market for maximum efficiency.
• Owned new item launches end-to-end — P&L, costing, packaging, forecasting, and promotional planning.
• Negotiated contracts, pricing, and promotions to maximize revenue and shelf placement.
• Built and maintained relationships across national accounts including Costco, Canadian Tire, Walmart, Giant Tiger, Kitchen Stuff Plus, M&Ms, and TSC.
• Analyzed sales data and market trends to identify and act on growth opportunities.
• Represented the business at national and regional trade shows.

National Retail Sales Manager - Rogers Media Corporation (The Shopping Channel Direct)

(2006-05 - 2012-01)

Led national retail sales programs across Housewares, Fitness, Electrics, Women's Wear, Storage, and Impulse categories, delivering CDN$34M in annual sales.

• Led a team of three Key Account Managers plus a Marketing Specialist and Coordinator; presented monthly forecasts and P&L to Senior Management.
• Negotiated retail placement with Costco, Canadian Tire, and Walmart Canada for a Housewares line that became the #1 SKU in its category, generating $6M in sales.
• Secured distribution rights for a new adhesive line, generating over $1M in first-year sales, and negotiated a vendor volume rebate worth an estimated $250K in additional annual profitability.
• Presented a new Impulse Items strategy to senior leadership at two national retailers, generating $7M in combined sales.

National Sales & Acquisitions Manager - Northern Response (International) Ltd.

(2000-06 - 2006-05)

New Business Development — led private label product development for Fitness Equipment, Electronics, Housewares, and Impulse categories through Orient and international sourcing.

• Led a team of six, including three National Account Managers, to streamline product delivery and customer engagement.
• Developed private label fitness programs launched into Walmart Canada, generating an estimated $1M in sales.
• Sourced new product opportunities through Asia and European trade shows, laying the groundwork for new product development.
• Presented and managed product lines with Costco, Walmart, Canadian Tire, and other national retailers.

Bachelor of Business Management - Marketing and Finance - Ryerson Polytechnic University

Diploma - Marketing Management - Ryerson Polytechnic University