Provincial Sales Manager

Work Location

About the Role

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

What Makes SNDL a Great Place to Grow:

• Competitive compensation including performance-based bonuses and annual salary reviews.
• Comprehensive health and dental benefits, including a Healthcare Spending Account.
• Three weeks of paid vacation with annual rollover.
• Flexible, hybrid work arrangements to support work-life balance.
• Recognition and rewards programs that celebrate individual and team achievements.
• Employee & Family Assistance Program (EFAP) with mental health, financial, and family support.
• Employee perks and discounts program, offering savings across fitness, wellness, lifestyle, retail, and everyday services

We are grateful for the interest in this role from all candidates, however, we will be contacting only those that are selected for next steps in the hiring process.

Our Commitment to Diversity & Inclusion

SNDL is an equal opportunity employer. We are committed to building a welcoming, inclusive, diverse and safe workplace where all of our team members have equal opportunity to succeed. We know this begins with recruitment. To honor our commitment, SNDL encourages applications from individuals of all backgrounds, sexual orientation, gender identity, ancestry, ages and abilities.

About SNDL

SNDL is one of Canada’s leading and fastest-growing liquor and cannabis companies. As the country’s largest private-sector retailer, our portfolio includes well-known banners such as Wine and Beyond, Liquor Depot, Ace Liquor, Value Buds, Spiritleaf, and Cost Cannabis.

We’re also one of Canada’s largest vertically integrated cannabis producers, recognized for our innovation, low-cost manufacturing, and award-winning brands including Top Leaf, Contraband, Palmetto, Bon Jak, La Plogue, Versus, Grasslands, Vacay, Pearls by Grön, No Future, and Bhang Chocolate.

Driven by purpose, performance, and people, SNDL is shaping the future of retail and cannabis by bringing people together through exceptional products and experiences.

Rate Of Pay

CAD

Learn more about SNDL