Position:  Vice President of Sales and Marketing
Organization:  Seroyal
Location:  Toronto, Ontario (CANADA)

Reporting Relationship:  The Vice President of Sales and Marketing will work in partnership with the Vice President and General Manager, Yves Yau, both of whom will report to the Chairman, Stephen Sherrill, until such time as a Chief Executive Officer may be named.

Website www.seroyal.com, www.seroyalseminars.com

Company Background:  Seroyal markets and distributes high-quality, branded nutritional supplements and homeopathic remedies to health care practitioners (“HCPs”) in Canada and the U.S.  Seroyal markets nutritional supplements under its proprietary Genestra Brands line.  The Company markets homeopathic remedies manufactured by Unda SA of Belgium through exclusive distribution agreements for Canada and the U.S.  Seroyal is prominent in Canada, and has successfully grown in the U.S. since its entrance there in 1997.  The Company was founded in 1984 by Rosetta Raso.  In 2005, Bruckmann, Rosser, Sherrill & Co., a private equity firm, invested in the Company with Ms. Raso, who serves on the Board and is primarily responsible for Seroyal’s seminar and education programs.

The Company’s HCP customers include naturopathic, chiropractic and medical doctors, nutritionists, homeopaths, acupuncturists, veterinarians and dentists.  Seroyal’s products are prescribed by HCPs due to their brand name, quality, purity and efficacy.

Seroyal’s sales strategy is to provide its products predominantly to HCPs, along with a few health food stores and pharmacies that dispense for local practitioners who do not sell products themselves.  Seroyal does not sell to mass market retailers or to end consumers.  This sales approach supports the HCP’s business because the patient can only purchase through the practitioner.  The Company typically does not compete with retail products since its ultimate consumers seek special attention from HCPs who base their treatments around Seroyal’s high-end, specialized products.

Seroyal markets its products to HCPs through its Customer Service Representatives (CSRs), Inside Sales Representatives, Outside Sales Representatives, educational seminars (live and teleconferences), student representatives at naturopathic colleges and tradeshows.
 
Seroyal serves all customers through a call center at its Richmond Hill facility, where CSRs receive orders from customers.  When not taking orders, the CSRs may remind customers of product replenishment needs and sell additional Seroyal products, including seminars and other educational forums, which are the central marketing tools for the Company. 

Seroyal also employs Inside Sales Representatives who target existing and new accounts to increase product sales and sell seminars.

The Company’s Outside Sales Representatives service important existing accounts and showcase Seroyal’s full product line to generate incremental sales.

Seminars and other educational forums are currently the main avenue for Seroyal to market its products.  The speakers at these seminars are practitioners themselves and are regarded as experts within the field.  By attending these seminars, HCPs are able to learn about the latest developments in natural medicine and the role of Seroyal’s products within these treatments.  At the same time, the Company strengthens its relationships with HCPs via association with the seminars.

Position Summary: Seroyal is seeking experienced, dynamic sales and marketing leader who is looking for a growth opportunity within an entrepreneurial environment.  The Company is currently generating in excess of C$25 million in revenue and wishes to grow revenues and expand its market share in both Canada and the under-penetrated U.S. market.  The position will be based in Toronto, unless at a future time growth in the U.S. market dictates otherwise.

The VP of Sales and Marketing will be ultimately responsible for all aspects of the sales and marketing process including customer service / inbound sales calls, outbound telephone sales and outside sales.  Initially, it is expected that the VP of Sales and Marketing will spend the majority of his/her time in Toronto with the customer service and inside sales group, while becoming educated on Seroyal’s products.  Subsequently, focus will shift to building outside sales in Canada and finally the United States.  Responsibility for Seroyal’s seminar program will be shared with Rosetta Raso.

Responsibilities:
 
• Directly manage the sales organization (inside and outside), with accountability for the effectiveness of the entire group, including responsibility for revenue growth.

• Build the necessary sales team to accomplish the Company’s growth objectives.

• Propose/implement appropriate tools and systems to enhance Seroyal’s sales function, including performance management systems, training, sales tools, software and other means to reach/exceed its goals.

• Carry out hands-on relationship building with existing and potential customers, including by attending Company seminars and industry tradeshows.

• Utilize creative skills to enhance the Company’s marketing materials and Seroyal’s overall marketing strategy.

 
Requirements:

 • A proven track record of success in sales and/or sales management for a minimum of 5 years. This experience will ideally be with organizations in the healthcare products or natural products sectors which sell to professionals.  Ideally, the experience would cover both telephone sales and outside sales; if not, experience in outside sales is most critical.
 
• A strong appreciation for natural health products.
 
• Ideally, some experience in marketing or, at least, an understanding of and aptitude with the creation of effective marketing materials.
 
• Interpersonal and leadership skills necessary to build a strong, effective sales function within the organization, yet still relate to and be hands-on with customers. 
 
 
Personal Attributes:
 
• The Vice President of Sales and Marketing will be hands-on and willing to get deeply involved and get things done.

• This person should have the intellectual curiosity to continually learn about Seroyal’s products, other products within the industry, and the Company’s customer base.

• This individual should thrive in an entrepreneurial environment where initiative, high energy, resilience and persistence are required.
 
• This person must work well in a culture that values a collaborative, participative management style.
 
• This individual must have sound general management and financial skills.
 
• This individual must have an outgoing personality with excellent oral and written communication skills.

Education: A bachelor’s degree is required and education in natural products would be ideal.

Compensation:  Compensation will be competitive and commensurate with experience. Will include base and commission, with equity incentive possible dependant on performance.

Consultants: 

Gregory Santore
Client Partner
Korn/Ferry International
1835 Market Street, Suite 2000
Philadelphia, PA  19103
Phone:  (215) 656-5331
Gregory.Santore@kornferry.com

Nancie Lataille
Client Partner
Korn/Ferry International
BCE Place, Bay Wellington Tower
P.O. Box 763
181 Bay Street, Suite 3320
Toronto, ON M5J 2T3
416-365-4039 - Direct
416-520-4253 - Cell
416-365-0851 - Fax
nancie.lataille@kornferry.com

Gregory Button
Senior Client Partner
Korn/Ferry International
1835 Market Street, Suite 2000
Philadelphia, PA  19103
Phone:  (215) 496-6666 
Gregory.Button@kornferry.com

Agata Clevenger
Senior Associate
Korn/Ferry International
1835 Market Street, Suite 2000
Philadelphia, PA 19103
Phone: (215) 496-6666
Agata.Clevenger@kornferry.com