Vice President, Commercial Strategy

Job Description

Become part of a true Atlantic Canadian success story.

For over 50 years, Truefoam has been a trusted manufacturer of expanded polystyrene (EPS) insulation and packaging products, serving the construction, seafood, and industrial sectors across Atlantic Canada. Through operational successes, quality products, continued ownership and employee commitment, Truefoam has become a leader in both its EPS insulation and Styropack packaging product lines. With an eye to the future, management philosophy continues to be a long-term financial stability through careful, controlled growth while remaining flexible and receptive to new opportunities.

With new ownership ushering in an exciting period of transformation, Truefoam is seeking a strategic and commercially driven Vice President, Commercial Strategy to lead the next phase of growth for the organization. This senior leadership role will shape and execute Truefoam’s go-to-market strategy, expand the company’s product portfolio and partnerships, and strengthen the brand’s position as a trusted partner within the building envelope industry.

Reporting to the General Manager, the VP will lead Truefoam’s commercial growth engine—integrating sales leadership, market development, marketing strategy, and portfolio expansion to drive sustainable and profitable revenue growth. This is a unique opportunity to influence enterprise strategy while building and leading a high-performing commercial organization.

Key Responsibilities

• Lead the development and execution of Truefoam’s enterprise-wide commercial strategy.


• Define market positioning, value propositions, and channel strategies that support sustainable growth.


• Lead annual revenue planning aligned with corporate objectives and margin targets.


• Drive the commercial expansion of Truefoam’s product portfolio, including ICF systems and building envelope solutions.


• Identify and establish strategic supplier, manufacturing, and system partnerships.


• Lead the commercialization of new products and initiatives to ensure strong market adoption and financial performance.

Market Influence & Specification Strategy

• Develop and execute a specification-driven strategy to create pull-through demand.


• Position Truefoam as a trusted technical authority within the building envelope ecosystem.


• Lead education initiatives with architects, engineers, consultants, contractors, and developers.

Brand & Marketing Leadership

• Own and evolve Truefoam’s brand strategy and market presence.


• Ensure alignment between marketing campaigns, commercial priorities, and long‑term strategy.


• Champion the company’s “Your True Partner” positioning across all customer touchpoints.

Revenue Performance & Analytics

• Oversee forecasting, pipeline management, and commercial KPIs.


• Strengthen CRM adoption and structured opportunity management.


• Monitor pricing strategies, margin performance, and commercial effectiveness.

Leadership

• Build and lead a high‑performance commercial organization.


• Foster a culture of accountability, collaboration, and market insight.


• Coach and develop team members to support long‑term organizational growth.

What You Bring

• Bachelor’s degree in Business, Marketing, or a related field.


• A minimum of 5 years of sales leadership experience


• Experience in building products or manufacturing is considered an asset; or relevant transferable commercial leadership experience and a strong track record of driving growth.


• Strong commercial acumen with experience developing and executing go‑to‑market strategies.


• Proven leadership ability with experience building and mentoring high‑performing teams.


• Exceptional communication, negotiation, and relationship‑building skills.


• Analytical mindset with the ability to translate market insights into revenue growth.


• Entrepreneurial approach with the ability to operate strategically and execute effectively.

Why Join Truefoam

Truefoam is a trusted partner in the building materials industry, known for delivering reliable solutions and strong customer partnerships. This role offers the opportunity to help shape the company’s long‑term growth strategy while working alongside a collaborative leadership team in a dynamic and evolving industry.