Director, Key Accounts

Village Farms International (Nasdaq: VFF) is a vertically integrated global leader in cannabis and plant-based consumer packaged goods, and sustainable innovation. As one of North America’s longest-standing produce operators built on decades of expertise, we’re a company where growers, innovators, and creators come together to shape the future of high performing plant-based brands, globally.

Pure Sunfarms is proudly part of Village Farms International. Joining Village Farms means joining a global team built on purpose, integrity, and ambition. Here, we grow people, ideas and possibilities.

The Opportunity As our Director of Key Accounts, you are responsible for leading a dynamic and motivated Key Account sales team to deliver profitable sales growth for Pure Sunfarms. You will expand, evolve and execute our key account sales strategy as well as providing coaching and mentoring for our key account team. You will also build strategic partnerships with many multi‑unit operators across the country. Your sense of urgency, resilience, and motivation to succeed will set you apart, driving excellence in all that we do. A successful candidate requires a strong ability to develop, present and execute customer commercial strategies, influence customer behaviour at the executive level, analyze macro and micro data, lead and coach others, while living our Pure Sunfarms values.

What You’ll Do Customer Strategy & Management

Understand each individual customer’s need set and strategic agenda

Develop an intimate understanding of the customer’s position within the marketplace and leverage this to expand the growth of Pure Sunfarms portfolio across the customer’s network

Enhance customer engagement toward annualized joint business planning by establishing a formal cadence of touchpoints and business reviews with key customers

Constantly assess and challenge key account performance so that return on investment is maximized

Drive distribution uptake and adoption of Pure Sunfarms core portfolio of products and big bet innovation pipeline by positioning the organization as a preferred partner at both the provincial wholesaler and individual account level

Possess a deep understanding of the company’s product assortment and brand portfolio in order to maximize promotional opportunities across provincial wholesaler and account level networks

Cross‑functional Collaboration

Drive strategic cross‑functional engagement with internal and external stakeholders in Operations (forecasting, demand, production), Brand and Trade to better position Pure Sunfarms in the market

Passionately support the key account business across the organization to highlight the significance of this business unit to the organization’s overall results

Collaborate with the Strategic Planning & Insights function to constantly improve the presentation of performance data and to enhance insight derivation

Possess a deep level of knowledge on industry trends to provide expert level feedback on product development and assortment strategy

Sales Performance

Analyze and present cogent sales performance reviews using quantitative measures and data analysis

Strategically consider the qualitative challenges and context of each key account and the industry as a whole

Responsible for budget delivery of the key account business unit ensuring that product mix is delivered in a manner that helps deliver the Commercial function’s overall targets and maximizes margin contribution

Team Leadership

Effectively mentor the key account sales team to achieve a higher level of individual performance rooted in understanding the customer agenda, category selling and sales performance

Develop leadership competencies and winning behaviours across the key account team

Drive a collaborative agenda with the field sales team at the regional level

Complete and conduct mid‑year and annual performance reviews to ensure that Pure Sunfarms most important asset, our people, are developed for future growth

What You Bring Education

University Degree in Business, Marketing, or related field

Experience

7‑10+ years of successful key account sales leadership within consumer‑packaged goods (CPG) or related industry

Demonstrative experience in growing strategic partnerships, influence and revenue with crown corporations (provincial wholesalers) and cross provincial multi‑unit operators

Previous experience in the cannabis sector is beneficial, but not essential. Grit and Passion are essential.

Knowledge & Skills

Highly disciplined approach, organized, detail oriented with a strong understanding of sales metrics and business acumen

A strong motivator and leader and ability to create a team that lives the company’s values

Ability to accelerate goals forward quickly and with intention

Relationship builder able to cultivate and maintain impactful connections with senior leadership across provincial wholesalers and key accounts

Ability to respond to evolving demands and react to a constantly changing marketplace.

Demonstrated experience and understanding of the processes involved in complex account management with multiple stakeholders at each touchpoint

Demonstrated problem solving and negotiation skills, proficient financial and analytical skills with experience in reporting practices, procedures and processes

Excellent communication skills

Able to work independently but has a collaborative and solution‑focused mindset

Strong knowledge and proficiency with Microsoft Office programs

Ability to travel domestically, 25% at a minimum; focused in BC, AB & ON

Must have the ability to obtain and pass a RCMP Criminal Record Check and maintain security clearance

Life at Village Farms We believe

It Takes A Village ®

and we mean it. It shows up in how we support each other, how we innovate, and how we win as a team.

Our Values Guide Every Decision We Make Versatility | Innovation | Leadership | Loyalty | Accountability | Grit | Entrepreneurship

What you do here matters - to our people, our products, and the customers we serve.

We’ve got you covered with company-paid comprehensive benefits and education assistance to support your growth.

Ready to Grow With Us? If you want to be part of something that has real impact - we’d love to meet you.

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