Director of Sales & Marketing

Head of Sales & Marketing

Senior Management - VSL Offices

Full-time

Presence : On site

Contract position : No

DescriptionAt Lufa Farms, we’re on a mission to create a better food system and a huge part of this is achieved by growing food where people live, and growing it responsibly. We also partner with hundreds of local farmers and foodmakers to offer a full lineup of fresh, local, responsible groceries through our online Marketplace, an e-commerce site we developed in-house. To keep moving forward, we need an experienced and visionary Director of Sales & Marketing to define and execute our product strategy, collaborate with key business stakeholders, and ensure the successful delivery of customer-centric solutions. The Director of Sales and Marketing will be responsible for our affiliate program, events management for our kiosks, e-commerce platforms (social media and ads), B2B partnerships (setting up new markets and PUPs), and reworking our referral program. The right person is smart, creative, humble, and able to mentor and support our current team. Their success will be measured by their ability to increase customer signups, improve retention and engagement, and increase purchase frequency as well as the average basket price.Responsibilities

• Leverage customer data and insights to build targeted segmentation strategies and drive personalization across all marketing initiatives;
• Own and execute the omnichannel marketing roadmap, balancing high-performing digital initiatives with in-person activations via signup kiosks in various locations;
• Lead the launch, optimization, and performance tracking of retail-based kiosks as well as multi-platform digital campaigns;
• Develop and oversee a full-funnel customer lifecycle marketing strategy across acquisition, engagement, retention, and reactivation;
• Collaborate with cross-functional teams (including sales, creative, product, and operations) to deliver integrated digital campaigns (paid media, SEO, email, influencer marketing) that drive subscription growth;
• Manage the regional sales team across Ontario and Quebec to ensure strong customer engagement and long-term subscription growth;
• Partner with creative teams to produce marketing materials for both digital platforms and live events;
• Establish and nurture strategic partnerships to support kiosk locations, B2B opportunities, and last-mile pick-up points;
• Oversee brand positioning and messaging to ensure consistency and resonance across all customer touchpoints;
• Conduct ongoing market research, competitive analysis, and customer feedback assessments to inform marketing and product decisions;
• Design and implement loyalty, referral, and promotional programs to drive customer stickiness and increase average basket size;
• Monitor and optimize key performance metrics such as customer acquisition cost, conversion funnel performance, and customer lifetime value.Requirements
• 7 to 10 years of progressive marketing experience, including at least 3 years in a leadership role;
• Proven track record in retail marketing, with a strong blend of physical and digital acquisition strategies;
• Expertise in digital performance marketing, CRM platforms, and customer lifecycle management;
• Demonstrated experience launching successful brand activations, pop-ups, or in-store kiosks;
• Deep understanding of data analytics, customer segmentation, and growth experimentation;
• Experience managing cross-functional teams and collaborating with sales, creative, and technical stakeholders;
• Strong problem-solving, decision-making, and communication skills;
• Familiarity with digital commerce platforms, cloud solutions, and modern web technologies.Schedule
• Full-time (40 hours per week).Compensation and benefits
• You’ll be eligible to participate in the firm’s health insurance, dental, and disability programs after completion of the probationary period (paid 50% by the employee and 50% by Lufa Farms);
• Access to TELUS Health Virtual Care (direct contact to health professionals by phone, video, or chat) and the Employee and Family Assistance Program (professional, short-term counselling covering a broad range of interpersonal issues);
• 30% discount on your Lufa Farms basket.