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.

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.

• 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

• 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

• 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

• 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

• University Degree in Business, Marketing, or related field

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