Director, Commercial; West

Village Farms International (Nasdaq: VFF) is a vertically integrated global leader in cannabis and plant-based consumer packaged goods, driven by 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 around the world.

Joining Village Farms means joining a global team built on purpose, integrity, and ambition. Here, we grow people, ideas, and possibilities.

The Opportunity

The Director, Commercial (West) is responsible for leading commercial operations across Canada while driving commercial performance throughout Western Canada. This role ensures disciplined execution of the national commercial strategy by establishing the operating cadence, governance and cross-functional processes that enable consistent execution across the business. The role partners with Sales, Supply Chain, Operations, Finance, Planning, Marketing, Brand, Insights and provincial stakeholders to optimize commercial performance, improve organizational efficiency and deliver profitable growth.

Acting as the primary commercial conduit between the field organization and head office, this role creates a scalable operating model that strengthens communication, improves visibility and enables industry-leading execution across Canada.

What You'll Do

• Lead commercial performance across British Columbia, Alberta, Saskatchewan and Manitoba, delivering profitable growth through exceptional execution and disciplined market management.
• Drive market share, distribution, assortment optimization and category performance across Western Canada.
• Own and cultivate influential relationships with provincial boards, wholesalers, distributors and key industry stakeholders.
• Lead, coach and develop Regional Leads while driving accountability, capability development and execution excellence across the Western region.
• Translate national commercial priorities into actionable regional execution plans while ensuring consistent execution standards across Western Canada.

• Own the Canadian Commercial Operating System, establishing governance, operating cadence and standardized commercial processes that drive consistent execution across the organization.
• Lead the national commercial cadence, including weekly commercial reviews, Power Hour, Supply vs. Demand meetings, monthly business reviews, quarterly business reviews and commercial action tracking.
• Build scalable and replicable commercial processes and best practices that improve organizational discipline, visibility and execution consistency while proactively identifying and addressing business risks before they impact performance.
• Drive continuous improvement initiatives that simplify workflows, eliminate duplication and improve organizational efficiency.
• Develop national Sales Excellence Systems to improve coaching, sales process, and in-store impact across all territories.

• Lead the commercial contribution to Sales & Operations Planning (S&OP), ensuring commercial priorities are represented within demand planning and supply planning processes.
• Partner with Supply Chain, Planning and Operations to optimize inventory health, distributor inventory, weeks of supply, launch readiness, product allocation and commercial readiness across Canada.
• Provide commercial recommendations that balance customer demand, inventory health and operational capability.
• Act as the primary commercial representative within cross-functional planning forums, providing one consistent commercial voice across the organization.
• Support Commercial…