Canada onlyVice President, Commercial Sales Canada
Division: Consumer
Job location: Remote (Ontario)
Hours: 40 hours per week, Monday to Friday
Employment type: Full-time Permanent
A little about us
Hi, we’re Aurora Cannabis, and we’re so excited to meet you!
We’re a global cannabis company with operations across Europe and North and South America. We’re driven by our passion to help people improve their lives and have a diverse team who bring their best every day, so Aurora can be the cannabis provider of choice for patients and consumers. We love our work, and we especially love our high quality, innovative brands that make up the Aurora family – from Aurora, Aurora Drift, San Rafael ’71, Greybeard and Whistler.
Our people combined with our collective passion for the industry is what makes Aurora a special place to work and defines what we call our “A-Team”. We are a high-performing team of cannabis experts, innovators, and champions, that work, learn and win together. We think BIG, act BOLD and execute with PURPOSE in all that we do, and will stop at nothing to cultivate the ultimate cannabis experience for our community.
Job Summary
As the Vice President, Canadian Sales, you will play a key role in driving the growth and success of both our consumer and medical channel across Canada. In this strategic leadership position, you will oversee the development and execution of sales strategies, lead a high-performance sales team, and contribute to business development initiatives that align with our broader company goals. You will work closely with cross-functional teams, including marketing, finance, and operations, to ensure seamless execution of sales plans and drive exceptional performance across all channels.
The ideal candidate will have a strong background in the Canadian Cannabis Industry with a strong knowledge and relationships with major provinces and large retail chains. You will also have experience in sales leadership and business development with a proven ability to scale consumer sales and grow market share. With a strategic mindset and deep understanding of the cannabis industry, you will be instrumental in shaping the future of our business while fostering a culture of success, collaboration, and accountability. Sounds Interesting? Here’s a little more…
As the Vice President, Sales Canadayou will be involved in …
Sales Strategy and Revenue Growth
- Lead the team with a commercial focus by focusing on market share, distribution and a culture of sales excellence
- Design objectives and implement best-in-class sales strategies (including sales forecasting, planning, and budgeting processes for key accounts) aligned with corporate planning cycles to increase revenue
- Identify opportunities to further promote Aurora products with our provincial partners and work with stakeholders and external sales partners to capitalize
- Review sales results and objectives and adjust strategies as required to ensure targets are met and profitability continues
- Set revenue targets, KPIs, and sales forecasts to support company growth
- Lead pricing in partnership with Marketing, channel strategy, promotional planning, and go-to-market execution
Cross-Functional Collaboration
- Build senior level relationships (C-level, VP, and Director) with provincial cannabis boards and partners nationally
- Continuously identify and evaluate revenue opportunities and strategies based on market research and competitor analysis and escalate to Executive Leadership Team for approval
- Work closely with Category Management and Marketing teams to build product pitches and secure listings for new product launches through both provincial and key accounts
- Collaborate with the Operations and Science and Innovation teams to capitalize on excess production capacities and inventory at facilities
- Create a national revenue forecast with Category Management teams and leverage sales data analytics and market insights with Regional Sales Managers and Directors to influence results
- Liaise with the Demand Planning team on monthly forecasts to ensure accurate forecasts are provided to the product development and supply teams for all SKUs and categories
- Liaise with Marketing including Brand Ambassadors to plan launches, trade marketing plans and execution, and in market support with product knowledge sessions
Team Leadership and Development
- Develop and coach a high-performing national sales team including Regional Sales Managers and Directors in the Consumer channel to maximize revenue opportunities and win market share
- Oversee Consumer Sales Operations team to ensure delivery and management of inventory available is optimized with the provinces based on margin profitability and priority allocation decisions
- Oversee the weekly sales process with key provincial contacts to ensure provinces are bringing in the necessary volumes to support Aurora’s growth objectives and collaborate with external sales agency to set targets and review performance
- Support portfolio and pricing management by providing feedback on provincial goals and recommendations to optimize assortment mix and price
- Manage and develop internal sales resources and external agency resources to drive efficiency and productivity
Medical Channel Oversight
- Partner with the medical team to design and implement growth strategies aimed at expanding the medical patient base through focused outreach, education initiatives, and strategic partnerships
- Lead business development efforts by targeting insurance providers and union groups to drive patient acquisition and revenue growth
- Apply insights and best practices from the Canadian recreational market to inform and enhance medical growth strategies across Canada
Regulatory and Compliance
- Maintain a deep understanding of Health Canada regulations, as well as provincial laws for recreational sales
- Ensure all sales and trade marketing activities comply with Cannabis Regulations including proper product labeling and packaging, adherence to advertising and promotion restrictions for patients and practitioners, and accurate documentation and reporting in line with ACMPR requirements
- Support internal audits, risk assessments, and compliance training for sales staff
Performance Metrics
- Market share, revenue, and profitability
- Define, track, and analyze key performance indicators (KPIs) to measure the success of consumer sales initiatives
- Implement data-driven approaches to optimize sales performance
- Facilitate ad-hoc activities such as preparing monthly reports, sharing updates and conducting presentations for various audiences
Sales Performance
- Accountable for achieving and exceeding consumer sales targets and driving growth in medical channel
Team Success
- Accountable for the success and development of the consumer sales team and medical business development
You would be the best fit for this role if you have…
- 10+ years of sales management experience inclusive of business, market and team development and relationship and vendor management in a manufacturing or production environment
- Prior experience managing high-performing teams and fostering a culture of success with ongoing business and goal achievement
- Proficiency with all MS Office products including Excel, Word and PowerPoint
- Exceptional change management skills that can navigate rapidly growing environments successfully and drive business value for stakeholders while managing multiple projects at once
- Strong business acumen with ability to anticipate needs and capitalize on opportunities quickly in a growing market
Bonus points if you have…
- Excellent communication skills with the ability to connect with various audiences and influence strategic decision-making
- Strong business acumen with ability to anticipate needs and capitalize on opportunities quickly in a growing market
- Impeccable internal drive motivated by the opportunity to achieve results, inspire innovation, and cultivate a culture backed by purpose and success
- Diverse management skills capable of organizing and motivating a team in a changing environment through effective performance management, planning, prioritization and goal setting activities and programs
Why you’ll love working at Aurora
- Flexibility: you will enjoy a flexible work environment that is the perfect blend of work and fun! You will be empowered to achieve work-life balance with flexible hours, remote work options, meeting-free-Friday-afternoons and more!
- Total Rewards: we will motivate you to go above and beyond with a competitive salary, professional development opportunities, company SWAG, team activities and modern technology.
- Team: we are a diverse and global team of cannabis enthusiasts, energetic innovators, fitness gurus, caring parents, foodies and more, with a collective passion to nurture an inclusive environment that helps you grow and provide people better days with cannabis.
Next steps
Apply today by submitting your resume through our website. You can expect your application to be reviewed by our Talent Acquisition Team and we will contact you if we see a fit via email.
Think you’re the ideal candidate but you don’t meet all the requirements? Apply anyways. We would love to review your application to see if you’re the right fit or find you an alternative opportunity. Not the role for you? Share this posting with your network while subscribing to our Talent Community to learn more about upcoming opportunities (hot tip: if you are an Aurora employee, take advantage of the employee referral program by sharing this posting with someone in your network! If they are the successful candidate, you may be eligible for a bonus!).
Diversity and inclusion
At Aurora, we are proud to foster and celebrate a diverse community of professionals! We take pride in nurturing an inclusive culture that empowers our people to be their authentic selves, celebrate their differences and love where they work.
Our diverse community combined with our inclusive culture, is what sets us apart in the industry and equips our A-Team with superpowers – and this is why, we encourage all candidates to apply for job opportunities regardless of race, national origin, colour, religion, age, gender identity or expression, sexual orientation, marital and family status, disability, or any other identifying characteristic. If you require accommodation (including, but not limited to, an accessible interview site or alternate format of job posting) during the recruitment and selection process, please do not hesitate to let our team know!
