Summit Search Group has partnered with UFA Co-operative Ltd. on the recruitment of a Manager, Technical Sales Support.

UFA is one of Canada’s largest and most dynamic member-owned co-operatives, with a long history of serving agricultural producers and rural communities across Western Canada. As the organization continues to grow and expand its presence, UFA is strengthening the technical expertise available to its sales teams and customers.

Reporting to the Director, Market Strategy, the Manager, Technical Sales Support will lead a team of technical specialists responsible for helping UFA’s sales network successfully position and support its agricultural products and programs.

This is an important leadership role for someone who combines strong agricultural knowledge with proven sales experience and the ability to develop people. The successful candidate will ensure UFA’s sales teams have access to credible technical information, practical training and knowledgeable support when working with producers.

The Opportunity

The Manager, Technical Sales Support will lead the delivery of technical and product expertise across UFA’s agricultural sales network. The team supports sales execution through employee training, customer presentations, product recommendations and the development of technical information for sales and marketing initiatives.

The Manager will work closely with Sales, Marketing, Product Management, Operations, Supply Chain, key suppliers and industry partners to strengthen UFA’s technical capabilities and support continued growth in existing and emerging product categories.

This role will also build relationships with key customers, universities, industry associations and other agricultural influencers, ensuring UFA remains connected to current research, market developments and producer needs.

Key Responsibilities

Team Leadership and Development

• Lead, coach and develop a team of technical specialists.
• Recruit, onboard and support the continued development of team members.
• Establish clear priorities and ensure the team provides consistent, high-quality support across the organization.
• Build a collaborative and results-oriented team culture focused on service, technical credibility and business growth.

Technical Sales Support

• Provide technical leadership and support to UFA’s outbound sales teams.
• Ensure Sales, Marketing and Product Management teams have access to relevant technical and product expertise.
• Help sales teams position new and existing products and programs effectively with agricultural producers.
• Interpret analysis reports and support the development of practical product recommendations for key customers.
• Participate in technical visits and customer meetings as required to support the sales process.

Training and Knowledge Development

• Lead technical and product training for employees and customers.
• Support presentations at trade shows, producer meetings, industry events and other customer-facing forums.
• Develop and maintain the technical content within UFA’s digital agronomy knowledge centre.
• Prepare clear, practical technical information to support sales, marketing and customer education.

Customer and Industry Relationships

• Build customer loyalty through trusted technical support and strong working relationships.
• Maintain relationships with universities, industry associations, suppliers and other agricultural representatives.
• Stay current on agricultural research, emerging technologies, product developments and producer needs.
• Represent UFA as a knowledgeable and credible industry partner.

Cross-Functional Collaboration

• Develop strong relationships with Sales, Marketing, Product Management, Operations and Supply Chain.
• Work closely with supplier management teams and industry influencers to support product and program execution.
• Encourage effective use of UFA’s Customer Relationship Management system to strengthen customer relationships and identify opportunities for growth.
• Ensure technical support priorities are aligned with UFA’s broader sales and market strategies.

Qualifications

• Degree in agriculture, business, commerce or a related discipline is preferred. A comparable combination of education and relevant experience will also be considered.
• Strong knowledge of Western Canadian agriculture and the needs of agricultural producers.
• 15 or more years of progressive experience selling agricultural products, services or solutions.
• Previous sales leadership or sales management experience.
• Proven ability to grow revenue and market share within the agricultural industry.
• Experience working in a results-oriented business-to-business sales environment.
• Demonstrated success building relationships with producers, sales teams, suppliers and industry partners.
• Strong leadership, coaching and people-development capabilities.
• Excellent communication, presentation and influencing skills.
• Ability to translate technical information into clear, practical recommendations for sales teams and customers.

The Ideal Candidate

The successful candidate will be a credible agricultural sales leader who understands both the technical and relationship-driven sides of the business. They will be comfortable leading an experienced team, presenting to producers and industry groups, and working across departments to support commercial objectives.

They will bring a practical understanding of Western Canadian agriculture, strong business judgment and a genuine interest in helping salespeople and customers make informed decisions. Just as importantly, they will be a collaborative, approachable leader who can build trust and bring people together around shared goals.

For more information, or to submit your resume, please contact Gail Eckert at Summit Search Group: gail.eckert@summitsearchgroup.com

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