Sales Director

The Mullings Group has been retained by our client, GK Industries, in the search for a Sales Director to join their team in Burlington, Ontario. Reporting directly to the Group Vice President, the Sales Director will build Castrol Filters into a leading premium filtration brand in Canada by developing multi‑channel distribution, establishing pricing discipline, and driving strong revenue growth. This is not a maintenance role, it is a market‑building, revenue‑generating leadership position focused on commercial performance, customer development, and market expansion. The ideal candidate is a hands‑on, results‑driven commercial leader with deep automotive aftermarket expertise and a proven track record of building brands and driving revenue growth in filtration or related automotive product categories. This role is responsible for expanding Castrol Filters' market presence across Canada, managing key Retail, Wholesale Distribution, Lube & Installer, and E‑Commerce accounts, and building profitable channel partnerships through disciplined execution and operational excellence. The Sales Director will also drive parallel growth of GKI Filters and Private Label programs. The Organization

Founded in 1972, GK Industries is a leading manufacturer and distributor of automotive filtration solutions based in Burlington, Ontario. With over 50 years of experience, GKI specializes in high‑quality air, oil, cabin air, fuel, transmission, and breather filters for the North American aftermarket. The company is ISO 9001:2015 certified and offers extensive application coverage. GKI operates both its own brand and provides private‑label filtration programs for OEM partners, warehouse distributors, retailers, and buying groups. In 2024, GKI partnered with Castrol to manufacture and distribute Castrol‑branded filters across Canada and the United States, extending Castrol’s automotive aftermarket portfolio beyond lubricants. Responsibilities

Define national product positioning across Premium, Mid, and Entry tiers and build a 3‑year growth roadmap for Castrol Filters in Canada. Develop pricing architecture including MAP, MSRP, and channel‑specific margins, ensuring brand positioning aligns with premium retail standards. Expand and manage distribution channels across Retail, Wholesale Distribution, Lube & Installer, and E‑Commerce, building and sustaining long‑term partnerships. Expand retail footprint across national and regional chains beyond current listings, managing price integrity and promotional calendars. Build a structured wholesale distribution network with defined margin structures, rebate systems, and channel terms while preventing channel conflict and price erosion. Develop relationships with quick‑lube chains and independent repair networks, promoting oil + filter bundled programs to drive pull‑through sales. Establish and grow presence on Amazon Canada and specialized auto parts platforms with online pricing governance and brand control. Personally negotiate and secure key accounts across all channels, including regular customer visits to strengthen relationships and drive revenue. Own annual revenue and gross margin targets, developing and tracking channel‑specific KPIs. Lead forecasting and inventory alignment with operations, conducting monthly performance reviews and reporting to executive leadership. Leverage Castrol brand equity to accelerate market acceptance, supporting trade marketing programs and building annual promotional frameworks with key accounts. Represent the company at major industry events and trade shows to promote brand visibility and engagement. Monitor competitive activity, market trends, and customer feedback to identify growth opportunities and adjust strategies accordingly. Expand GKI Filters distribution across Wholesale Distribution and independent channels, and identify new private‑label opportunities to optimize the product portfolio mix for maximum profitability. Qualifications

10+ years of experience in the Canadian automotive aftermarket, with a focus on hands‑on account management and revenue execution. Proven success in retail and wholesale distribution channel development, with direct experience personally managing key Canadian accounts and driving measurable revenue growth. Experience building pricing frameworks, margin structures, MAP/floor pricing, rebate programs, and promotional planning. Strong negotiation and account acquisition track record. In‑depth knowledge of the Canadian aftermarket landscape, including retail chains, wholesale distributors, and installer networks. Hands‑on operator with strong execution discipline and a revenue‑and‑profit‑driven mindset. Experience managing multi‑tier product portfolios (Good/Better/Best) across high‑volume and premium offerings. Willingness and ability to travel extensively across Canada, with a field‑first approach to customer engagement. Filtration or engine components experience is an asset. Existing retail relationships (e.g., Canadian Tire or similar national chains) is an asset. Experience launching or scaling a brand nationally is an asset. Understanding of channel conflict management across multiple distribution tiers is an asset. Prior participation in Canadian automotive trade shows or industry events is an asset. Bachelor's degree in Business, Marketing, or a related field preferred.

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