Genevieve Tofflemire-Lepage
Halifax,NS
Summary
Accomplished district sales manager bringing a several-year career dedicated to the transformation and revitalization of territory sales through exceptional marketing approaches. Proven skills in customer service, processes alignment and revenue generation. Analytical problem-solver with a data-driven approach and both the skill and fortitude to meet the challenges of dynamic, competitive environments. Articulate communicator experienced in offering customers value and personalized support with optimal business solutions.
Overview
16
16
years of professional experience
2
2
Certifications
Work History
District Sales Manager
Molson Coors
Halifax, Canada
05.2019 - Current
- Lead regional sales operations, delivering share growth year over year in a declining industry.
- Recruited, trained, and developed Sales Representatives and Merchandisers, as well as assisted other departments with their hiring.
- Managed a diverse portfolio of retail and licensee product, expanding distribution and market penetration across retail stores, bars, restaurants, independents, and major chain partners.
- Drove flawless execution of retail and on-premise promotional programs by setting clear expectations and coaching the sales team on execution standards.
- Mentored and coached a team of 6–25 employees, improving performance and elevating monthly KPI results through structured development plans.
- Analyzed market trends, competitor activity, and consumer insights to identify growth opportunities and launch targeted commercial initiatives.
- Strengthened relationships with industry partners and deployed incentive programs that boosted distributor engagement and increased sales volume.
- Collaborated with brewing and logistics teams to forecast demand accurately and maintain optimal inventory levels during peak seasons.
- Ensured full compliance with provincial and federal alcohol regulations across all sales and distribution activities.
- Led high-value negotiations and RFP proposals for provincial venue and special-event partnerships, securing competitive commercial terms and expanded brand presence.
Channel Marketing Manager
Molson Coors
Halifax, NS
05.2017 - 01.2019
- Partnered with national Brand, Channel, and Program teams to shape profitable, traffic-driving retail programs tailored for the Atlantic market.
- Strengthened market insights through regular field visits with Market Managers and Sales Representatives.
- Built strong relationships with Atlantic Commercial team to monitor program performance and ensure clear communication before promotional periods.
- Led exclusive value-adds for 140 Atlantic retail customers across various pillar brands.
- Supported NFLD Key Accounts with customized retail programming for partners including Orange Stores, Marie’s Mini-Mart, Circle K, and Needs.
- Developed annual retail merchandising solutions such as brewery banners, Miller Lite case stackers, and MVP price-point signage.
- Oversaw Atlantic sampling programs, ensuring flawless execution, budget alignment, and reconciliation.
- Managed Atlantic POS budget while overseeing and approving all POS development done by the Atlantic Signage Coordinator and the Program Development teams including but not limited to legal, language, ideation, and merchandising solutions for customers.
- Acted as the Channel lead for the Atlantic on all innovation launches.
- Worked closely with the Key Account Managers to provide updates on innovation details and provide presentations and value add samples for all retail programs prior to liquor board application deadlines.
- Through a First Choice lens, built, supported and managed relationships with ANBL, NSLC, PEILCC and NL Marketing Manager’s & Insights teams.
Sales Representative
Molson Coors
Halifax, NS
11.2015 - 05.2017
- Built and supported relationships with key customers, business partners, industry associations, suppliers and NSLC Managers and staff.
- Negotiated annual agreements for on and off-premise customers while keeping in mind the region’s profitability and the success of the customer.
- Achieved and exceeded targeted sales plans on a daily and monthly basis to ensure annual volume and share goals were reached.
- Ensured brilliant execution and consistency during every sales call by following the five Molson Coors POCE standards: Product, Price, Promotion, Placement and Quality.
- Planned and administered sales budgets to further develop the business.
- Participated in daily sales meetings and discussed daily sales goals.
- Tracked volume, distribution performance and competitive landscape to determine the best strategies to meet and/or overcome any challenges through the analysis of valuable data.
Sponsorship and Events Coordinator
Molson Coors
Halifax, NS
08.2013 - 11.2015
- Planned, executed and managed all assigned Key District Events, Sponsorships and Scale brand building initiatives with excellence.
- Found opportunities within events to increase sales volume through new listing opportunities, promotional activities and additional points of sale.
- Identified and capitalized on key opportunities in the Atlantic to raise the profile of our brands.
- Supported the Atlantic Sales Teams throughout event and sponsorship negotiations by identifying net contribution from beer sales, as well as marketing added value.
- Built, developed and maintained strong relationships with event partners and key influencers to encourage adoption of Molson Coors priority brands for their events.
- Worked with Sales Representatives, and their on-premises accounts to activate local events.
- Hired, trained and managed the Atlantic Brand Ambassador teams and ensured on-premise and retail promotional executions expectations are met according to sales and channel marketing standards.
- Completed business case studies, sponsorship agreement contracts, as well as post mortem reports to help evaluate the event performance in Atlantic.
Marketing Director
Dooly’s
Chateauguay, QC
01.2013 - 08.2013
- Developed and carried out the yearly marketing strategy while respecting the budget earlier identified with investors.
- Achieved business objectives and increased the return on investment for investors by establishing marketing actions to increase activity during the different periods of the year.
- Worked directly with various clients to develop corporate or private events best suited to their needs and within their allocated budget.
- Oversaw staff and ensured they had a perfect understanding of marketing activities were motivated to execute all the promotions designed for clients.
- Identified all possible marketing activities and developed appropriate strategies in order to increase sales and better position the business as an amusement center.
- Planned, implemented and evaluated the different service offerings of the business and developed campaigns and activities to enhance these elements (bar, pool and gaming).
Acadian Workforce Action Plan Coordinator
Conseil de développement économique de la Nouvelle-Ecosse
Halifax, NS
09.2009 - 10.2011
- Directed and assisted high level government and advisory committees and drafted the provincial Acadian workforce strategy which is recognized under the Provincial Employability Strategy jobsHERE.
- Assisted employability stakeholders with budget projections, drafting and delivery of project proposals to ensure on-time completion of high-level documents for provincial/federal funding.
- Organised necessary meetings and drafted final progress reports to be delivered to Provincial and Federal government.
- Built relationships and managed communication between Federal and Provincial governments, educational institutions and Acadian communities while suggesting effective partnerships for strategic employability measures.
- Worked with economic development officers, University Sainte-Anne, Literacy groups, etc. to effectively develop French programs for the benefit of Acadians and all Nova Scotians.
Marketing and Communications Advisor
Nova Scotia Business Inc.
Halifax, NS
10.2011 - 06.2011
- Developed strategic marketing plans to increase the investment attraction within the province in the aerospace and defence, clean technology and ocean technology industries.
- Traveled to international markets to coordinate special meeting events, ensure clients were experiencing the 'Nova Scotia Brand Experience' and encourage partnerships with the 'Ships Now' campaign.
- Drafted articles for provincial and national magazines – Marine Technology Reporter, Progress Magazine.
- Developed and carried-out communications and social media plans for the Trade Development and Investment Attractions Directors.
- Coordinated and responded to media calls during trade and investment missions.
- Created and coordinated marketing and advertising campaigns as well as developed all promotional material for my clients while respecting allocated budget.
- Advised Directors with a strategic way to present the Nova Scotia value-proposition to clients in order to bring foreign direct investment into the province.
Skills
- Sales strategy
- Market analysis
- Negotiation tactics
- Compliance management
- Team development
- Promotional program development
- Inventory optimization
- Leadership development
- Data-driven decision making
- Account servicing
- Sales team leadership
- Cross-functional collaboration
- Relationship building and management
- Goal setting
- Sales training
- Contract negotiation
- Revenue growth
- Consultative and relationship selling
- Performance analysis
- Sales quota management
Languages
English
Native/ Bilingual
French
Native/ Bilingual
Certification
Marketing Certificate - Mount Saint Vincent University
Accomplishments
Molson Coors National - Bold and Decisive Award 2024
Timeline
District Sales Manager
Molson Coors
05.2019 - Current
Channel Marketing Manager
Molson Coors
05.2017 - 01.2019
Sales Representative
Molson Coors
11.2015 - 05.2017
Sponsorship and Events Coordinator
Molson Coors
08.2013 - 11.2015
Marketing Director
Dooly’s
01.2013 - 08.2013
Marketing and Communications Advisor
Nova Scotia Business Inc.
10.2011 - 06.2011
Acadian Workforce Action Plan Coordinator
Conseil de développement économique de la Nouvelle-Ecosse
09.2009 - 10.2011