Regional Sales Manager (Western Canada)


We are looking for a Regional Manager (Western Canada) to join our team. Reporting to the National Sales Director, the Regional Manager will own key customer relationships with Provincial Boards and select distributors as assigned. The RM will also work with our retail sales team to implement a market specific strategy resulting in strong distribution, awareness, and achievement of defined objectives. Success will be based on your ability to understand the critical customer needs, ability to develop and deploy creative selling solutions to drive volume and profitability, analyze customer and consumer trends, and guide overall strategic direction with customers.

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Regional Sales Manager job posted by White Ash Group
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The RM will be a strong influencer both internally and externally with the ability to communicate clearly and possess a ‘customer first’ mindset with a drive to win.


  • Own and manage customer relationships with provincial boards and distributors to actively promote and grow company portfolio.
  • Manage and submit regional product listings to provincial boards and category managers.
  • Work with internal stakeholders on product information, forecasting, costing, and pricing.
  • Manage sell-in to customers and drive internal alignment on building executional trade plans that drive sell-through.
  • Own regional forecasts and identify short- and long-term solutions to ensure sales targets are met.
  • Achieve sales and profitability targets for assigned regions and customers.
  • Build strategic customer plans to sustain growth and address any commercial gaps.
  • Proactively assess, clarify, and validate customer needs on an ongoing basis.
  • Represent the voice of customer on important and urgent issues and identify and communicate internally any strategic account developments.
  • Analyze data with the objective of developing sales plans that address the market conditions.
  • Maintain relationships with key account stakeholders in operations and category management.
  • Leverage consumer and customer insights to develop a competitive advantage.
  • Work cross-functionally and assist internal supply chain teams with forecasting of regular and new listings.
  • Work closely with field sales team through regular field work to help understand issues and challenges that drive sales and customer relationships.
  • Continuously promote companies capabilities, portfolio advantages, and long-term commitments
  • Key Performance Indicators (KPI’s) development in collaboration with field sales team.
  • Drive accountability of KPI’s in a way that best equips the region in delivering its objectives.
  • Work with Trade Marketing team and provincial boards to synergize trade programs.
  • Partner with internal stakeholders for post-evaluation of executed plans and strategies.
  • Other related tasks as assigned.


  • Post-Secondary education preferably in Business Administration, Commerce or similar related fields.
  • A minimum of 3 years’ experience in Key Account Management or in Sales Leadership within the Consumer-Packaged Goods (CPG) industry.
  • Additional experience in marketing or trade marketing would be considered an asset.
  • Ability to build and maintain effective and accountable working relationships with decision makers, distributors and internal stakeholders.
  • Demonstrated knowledge of three-tiered distribution would be considered an asset.
  • Partner mindset through solution and fact-based selling to uncover customers’ needs.
  • Superior communication skills, including verbal, written and presentation.
  • Strong time management and organization skills with significant attention to detail.
  • Self motivated with the ability to work independently.
  • Knowledge of cannabis industry and regulations strongly preferred.
  • Willingness to balance both office hours and meaningful time in market.
  • Entrepreneurial spirit with commercial aggressiveness.
  • Must have a valid drivers license.
  • Knowledge of the cannabis industry and regulatory environment.
  • Demonstrated ability of leveraging customer, consumer, and category data to develop fact based selling stories.
  • Proven track record and history of building joint business plans that deliver WIN-WIN-WIN scenarios – Customer – Consumer – Company.

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