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Vice President, Consumer Sales and Trade Marketing




  • Oversee and build sales strategy, forecasts, budgets and overhead projections.
  • Ensure accountability while developing and driving sales strategy, and identifying retail opportunities that showcase best in class approaches
  • Play a key role on developing Aurora’s consumer strategy, positioning and the development of a concerted approach
  • Make decisions on matters relating to the day to day trade and sales operations including the strategic planning of resources
  • Translate the strategic goals into operational plans to achieve the required targeted growth in sales and profit, ensuring production and other teams are aligned to execute.
  • Develop vision, strategy and plans to drive top-line growth and bottom-line profitability
  • Analyze research and consumer insights, translate insights into action for projects Canada-wide
  • Spend time with key accounts and vendors to understand and identify business critical issues to ensure the alignment of tactics and strategies
  • Build a world class culture that encourages collaboration across departments to achieve business goals and objectives
  • Establish and maintains productive relationships with fellow executives, customers and prospects
  • Encourage an energetic, fun sales environment that drives collaboration and competition
  • Lead, coach and grow the team, driving results while providing each team member opportunities for personal and professional development; Bring opportunities for the sales team to develop sales skills and training opportunities
  • Coach, manage and monitor performance of all trade marketing and consumer sales team members
  • Identify, coach and mentor future leaders; Promote and foster a positive working environment and company philosophy
  • Collaborate with VP Marketing to ensure alignment on trade marketing activities and opportunities
  • Develop processes and policies that will bring efficiencies to the Consumer Sales and Trade Marketing team





  • Advanced strategic thinking and experience with broad strategy development across channel, brand, category, or customer. Forward looking vision & anticipation of future needs
  • Strong business acumen
  • Experience with collaborating and influencing cross-functional teams
  • Ability to translate strategy into high impact marketing tools, commercial plans, and selling materials
  • Excellent communication skills
  • Knowledge with Microsoft Suite is required, knowledge and experience working with Apple products and systems is considered an asset
  • Proven track record of delivering sustainable results
  • Established history of successfully adapting business and sales strategies to address challenges in a rapidly evolving marketplace
  • Ability to build consensus, manage relationships, and solve problems; commitment to working with shared leadership in cross-functional teams
  • Excellent oral and written communications skills
  • Strong customer service orientation and listening skills
  • Proficient in Microsoft Office and CRM databases
  • Bilingual is considered an asset





  • Bachelor’s degree in sales, marketing, communications, or related field; Master’s degree preferred
  • Minimum of 10 years of B2B sales experience. Preference given towards sales experience in the alcohol or Cannabis industries
  • Strong knowledge of existing Cannabis products (dried flower, cannabis oils) and a strong grasp of emerging products (concentrates, vape pens, etc.)
  • Demonstrated sales leadership experience, with experience supervising and developing team members.



We would like to thank all applicants for their interest but only those selected for an interview will be contacted.

Aurora Cannabis Inc. is an Equal Opportunity Employer



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