Description:
SNDL is seeking a Provincial Sales Manager to lead Provincial Sales across Eastern Canada, including Ontario, Quebec, and the Atlantic provinces. This role acts as the internal market expert for assigned provinces and is accountable for managing provincial board relationships, guiding portfolio strategy, and supporting day-to-day commercial operations to drive market performance.
The Provincial Manager provides insight on portfolio management, innovation sell-in, pricing recommendations, forecasting, and competitive dynamics. Working closely with field sales, provincial operations, and cross-functional partners, the role supports innovation launches, manages SKU portfolios, and ensures accurate forecasting of innovation load-ins and weekly run rates.
This position partners extensively across the organization. In Ontario, the role collaborates with Field Sales Managers, Key Account Managers, and Owned Retail teams. In Quebec and the Atlantic provinces, the role serves as the primary commercial contact within government-operated retail environments, supported by a Government Retail Education Specialist. Internal partners include Retail Sales, Innovation, Demand Planning, Operations, Marketing, Finance, and Owned Retail.
Responsibilities:
Commercial Activities:
- Maintain positive relationship with provincial board buyers, offering insights and data to support our current and future portfolio strategies.
- Understands and is responsible for delivering monthly and quarterly budget for respective provinces – works directly with the Provincial Operations team and Regional Sales Managers and Owned retail team (where applicable) to close any gaps.
- Takes initiative in process refinement and/or development in areas of opportunity to support needs of respective markets.
- Manage Master Data and Portfolio Changes
- Supports Provincial Operations team in weekly replenishment with provincial boards.
- Manages the overarching external relationship with provincial board customers and/or distributors to ensure proper information exchange, planning, and execution relative to replenishment.
- Supports the Provincial Operations team in PO coordination with planning and fulfillment team with timing and any constraints in market (ie. Long term OOS, sales team initiatives)
- Understands and supports Return to Vendor process for respective markets
- Manage remote direct report - responsible for all Government retail product education and supports in provincial sales tasks in Quebec and the Atlantic markets – located out of Montreal, Canada
Cross Functional Activities:
- Support in the Demand Planning/Sales Forecasting Process for respective markets
- Manage the exiting product plan and ensure the timing is correct for each market – this is outlined in the forecast and planning.
- Work with the Regional Sales Managers and Owned retail contacts (where applicable) on any insights or information relevant for the depletion changes and adjust weekly forecasts.
- Understands and involved in the internal Innovation & New Product Development Planning Process
Qualifications:
- Preferred Undergraduate Degree in Commerce, Marketing, or Finance
- 5-10 years’ experience in key account selling, Project Management, retail sales and/or highly regulated product operations.
- Bilingual French an asset but not required.
- Advanced Customer Relationship Management and stakeholder engagement
- Cross functional experience preferred (ie. Sales, Marketing, Product Development, and Manufacturing)
- Influencing and negotiation skills
- Business acumen
- Cannabis knowledge and experience in a manufacturing/CPG environment an asset
- Experience in financial analysis is an asset • Experience in category management is an asset
- Intermediate Microsoft Office skills (Excel, Powerpoint, Word) and PowerBI