Senior Director, National Sales

The Senior Director of National Sales is responsible for leading and directing the sales team towards achieving company revenue goals. This role requires a strategic thinker with a proven track record of driving sales growth, developing sales strategies, and building and maintaining strong customer and board relationships.  The ideal individual has a strong history of leading, coaching and developing a diverse sales team.   

Company
Motif Labs is a leading cannabis brand house in Canada, proudly holding top market share positions in vapes and infused pre-rolls. As the largest private cannabis business in Canada, our diverse portfolio of winning brands (BOXHOT, DEBUNK, Boondocks, and Rizzlers) are each thoughtfully curated to meet the dynamic and evolving needs of today's consumer market. Motif Labs is dedicated to maintaining the highest standards of quality, ensuring that our products not only meet but exceed the expectations of our clients and consumers alike.

Key Responsibilities: 
Revenue Growth & Delivery
Drives revenue growth by identifying new business opportunities, expanding existing accounts, and maximizing sales potential. Leads development of an annual plan per the organizational goals. In collaboration with sales leadership and sales finance develops sales objectives by province, sales organization, and retailer. Works in partnership with sales managers and brand managers to develop gap closing strategies to mitigate revenue risk.  Leads monthly forecast exercise in partnership with marketing ensuing all product opportunities, risks and delays are correctly captured to drive increased forecast accuracy.   

Sales Strategy Development & Performance Analysis
Develops and implements sales strategies that align with company objectives across independent and key account channels.  In partnership with sales leadership, continuously evaluates and makes recommendations on adjustments to adapt to market conditions and business needs.  
Working in partnership with the Key Account team and marketing departments, identifies all new business prospects, works in partnership with sales finance to validate opportunities and leads cross functional integration of partner into planning and management process.  
Works with sales leadership to align on product, TM and banner specific KPI’s.  Partners with sales finance and BI to develop tools and dashboards to monitor, track and provide feedback on progress vs. plan along with areas for    
Analyzes sales data, market trends, and competitor activities to gain insights and identify areas for improvement. Works in partnership with Sales Finance, Brand/Marketing, and BI to develop win-win recommendations for both Key Account and Independent channels.  

Leadership Management 
Provides guidance and leadership to the sales organization. This includes developing a culture of high performance and accountability.  Supports sales managers in mentoring and developing the broader sales team to grow capabilities. Works with the team to set clear objectives & measurable KPI’s for the entire team. Ensures successful day-to-day operations and management of the external sales force including goal setting, KPI tracking, and ongoing communication. Builds and maintains strong relationships with the external sales force leadership team. 

Cross-functional Collaboration 
Collaborates closely with Brand/Marketing, Sales Finance, Commercialization, and other internal teams to align sales efforts with overall business direction and strategy. Provides input to product development and marketing initiatives based on customer feedback and market insights. 

Budget & Resource Allocation and Optimization 
Manages Monthly Sales Opex budget ensuring resources are allocated effectively to support sales initiatives and maximize ROI. Provides recommendations on cost savings and reallocations based on trends and shifting market dynamics. 

What We’re Looking For 

• Proven experience in senior sales leadership with a strong emphasis on strategic sales strategy development. 
• Demonstrated ability to coach, develop and lead a high-performing team. 
• Exceptional communication skills with the ability to convey complex ideas clearly and persuasively. 
• Strong analytical skills and the ability to make sound decisions in ambiguous situations. 
• Experience in building and maintaining strong relationships with key stakeholders. 
• Competence in budget management and resource optimization. 
• A proactive, results-driven mindset focused on continuous improvement. 

Applicants must be legally entitled to work in Canada for any employer and currently reside in Canada, as we do not offer sponsorship.