LeBeau Excel is a nationally recognized Canadian sales and marketing brokerage specializing in the natural, organic, health, wellness, food, beverage and personal-care sectors.
Founded in 2010, the company has built an extensive national network of retailer, distributor and industry relationships and provides brands with multi-channel sales coverage across Canada.
Its services span national sales representation, key account development, distributor management, retail execution, foodservice, convenience, e-commerce, marketing and business intelligence, supported by Salesforce-based reporting and a strong emphasis on accountability, transparency and measurable growth. Today, LeBeau Excel operates with approximately 30 team members across Canada and selectively represents brands positioned for national growth.
Sales & Marketing Broker | Western Canada
December 2013 – January 2023 | 9 years, 2 months | Remote
Managed sales, business development, retail execution and market expansion across Western Canada for a broad portfolio of natural, organic, specialty and better-for-you consumer packaged goods brands.
Over nearly a decade with LeBeau Excel, represented 70+ CPG brands and managed relationships across hundreds of independent, regional and major retail accounts. The role combined strategic business development with hands-on retail execution — from head-office buyer presentations and new-product listings to store-level merchandising, staff education, promotional execution and market intelligence.
Key Achievements
- Represented 70+ consumer packaged goods brands across natural, organic, specialty, wellness and mainstream grocery categories, helping manufacturers build distribution, visibility and sales throughout Western Canada.
- Managed hundreds of independent and key retail accounts, including major organizations and banners within Loblaw, Sobeys, Federated Co-operatives and Pattison Food Group, in addition to regional and independent natural and specialty retailers.
- Secured and supported hundreds of new product listings and retail placements, helping emerging and established brands expand distribution and strengthen their presence across Western Canadian markets.
- Developed and executed targeted account and retail strategies designed to improve distribution, shelf positioning, merchandising, promotional participation and sell-through, contributing to stronger brand visibility and long-term retailer relationships.
- Led integrated promotional and merchandising programs across priority accounts, including retail promotions, new-product launches, demonstrations, consumer events and account-specific marketing initiatives, contributing to significant sales lifts and improved brand awareness.
- Created and implemented tailored go-to-market strategies for new and expanding brands, identifying priority retailers, distributors, geographic markets and promotional opportunities to accelerate commercialization and reduce the risks associated with market entry.
- Maintained comprehensive CRM activity and sales reporting through Salesforce and proprietary databases, tracking pipeline development, sales performance, account activity, distribution gains and follow-up requirements to improve forecasting and visibility for brand and internal teams.
- Served as the front-line representative and strategic link between manufacturers, distributors and retailers, communicating market intelligence, competitive activity, retailer feedback and emerging category opportunities back to brand partners.
- Combined direct store-level execution with broader business-development strategy, providing retailer and staff training, product education, merchandising support, competitive assessments and regional marketing activation.
- Built long-standing relationships with buyers, category managers, distributors, store operators and industry partners, helping strengthen retailer confidence and create sustainable opportunities for the brands represented.
Core Areas of Responsibility
CPG Sales & Brokerage • Western Canadian Market Development • Key Account Management • New Business Development • Retail Distribution Expansion • New Product Listings • Go-to-Market Strategy • Retail Execution • Merchandising • Promotional Planning • CRM & Salesforce Management • Distributor Relations • Trade & Consumer Events • Product Education • Competitive Analysis • Market Intelligence • Brand Development
January 15th 2023
To Whom It May Concern:
LeBeau Excel is a nationally recognized sales agency within the health, wellness & specialty products industry. We help brands gain market share and learn the ins and outs of the CPG world in Canada. We have 32 employees nationally covering all the provinces and the major population centres with head quarters in the GTA market.
Over the past 10 years we have been honoured to work with Hartley Berg in the capacity of Sales & Marketing Broker for retailers across Alberta, BC Interior and Vancouver. These regions include management of over 70 national brands and several hundred independent and chain retailers within the territory, and was part of several national teams with regional execution for Sobeys, Real Canadian, Safeway, Save-On Foods, and Federated Coop affiliates.
Hartley is extremely passionate about health & wellness and often engaged in category overviews on his own time and shared with his pears. He is always well researched on ingredients and source of supply.
It is a pleasure to work with Hartley and we would not hesitate to recommend him to others and have him back at LeBeau Excel at a juncture in the future. Don’t hesitate to reach out of you have questions.
Matthew A. LeBeau
President
519-841-8155
Hartley Berg has been providing LeBeau Excel professional Sales and Marketing Management services since 2013. As the National Sales Manager for LeBeau Excel, I have had the privilege of working closely with Hartley, watching as he consistently increased new listings and sales growth, far beyond our expectations, and maintains a very professional level of service standards and communications with our brand clients, retailers and distribution partners. Hartley is respected by our team and industry as an skilled, inspired and highly-effective sales broker and marketing strategist.
– Karen White, Sales Manager for LeBeau Excel
LeBeau Excel Sales & Marketing
