Regional Sales Manager RSM – GTA Based
At Rubicon Organics, our vision is to be the most trusted house of premium cannabis brands – creating elevated experiences for people everywhere. Our mission is to build brands people believe in by delivering elevated experiences in all we do. Through uncompromising quality, purposeful innovation, and trusted partnerships, we create products and relationships that enrich lives and help shape the future of cannabis.
The Regional Sales Manager (RSM) – GTA is responsible for leading, developing, and holding accountable a team of field sales representatives (Business & Education Consultants) to deliver exceptional commercial results across Canada’s largest provincial cannabis market. This role owns the provincial sales strategy for Ontario, ensuring executional excellence in retail, alignment with wholesale priorities, and strong partnerships across Key Accounts, Independents, and emerging retail groups.
The RSM drives performance through coaching, KPI management, strategic territory planning, and the development of best-in-class field execution standards. This leader ensures the team is equipped to grow distribution, accelerate rate of sale, maximize visibility, and activate premium cannabis brands with excellence. The RSM also plays a critical connector role between field insights, provincial trends, and internal stakeholders, ensuring Ontario is a leading growth engine for the business.
The role requires regular in-market presence across Ontario and strong collaboration with National Key Account Management, Sales Operations, Trade Marketing, Commercial Analytics, and Brand.
Core Capabilities
Proven ability to set clear expectations, manage KPIs, and hold teams accountable to results.
Skilled in diagnosing performance gaps and building targeted coaching plans.
Ability to build and execute annual and quarterly provincial sales strategies tied to distribution, rate of sale, merch excellence, and visibility targets.
Strong understanding of the OCS landscape, retailer dynamics, and competitive environment.
Deep knowledge of in-store execution, staff engagement, ordering cycles, and retail influence levers.
Ability to translate strategy into field-ready playbooks, tools, and weekly priorities.
Passion for developing people, building confidence, and enhancing selling capabilities.
Skilled in ride-along coaching, feedback delivery, and creating individualized development plans.
Comfortable working with dashboards, sales data, distribution metrics, and store-level performance insights.
Ability to turn data into action plans for the team.
Strong ability to build trust with retail owners, buyers, managers, and budtenders.
Collaborative communicator who works effectively with internal departments to unblock issues and accelerate growth.
Skilled at territory design, routing, call cycle planning, and resource deployment.
Organized, reliable, and consistent in reporting, forecasting, and communication.
Key Responsibilities
Lead, coach, and develop the Ontario field sales team to exceed provincial KPIs.
Conduct structured 1:1s, performance reviews, and in-field coaching days.
Deliver consistent coaching on selling skills, objection handling, retail influence, and relationship building.
Build and execute a quarterly and annual Ontario commercial strategy aligned to national goals.
Identify growth opportunities by banner, region, and retailer type.
Ensure the team prioritizes high-impact doors, emerging trends, and retailer segmentation.
KPI Management & Accountability
Own Ontario performance across distribution, NSV, PODs, rate of sale, display visibility, ordering consistency, and in-store education impact.
Ensure all reps maintain strong call cycles, visit frequencies, and territory plans.
Ensure flawless execution of launches, promos, merchandising programs, menus, activations, and education touchpoints.
Build retail playbooks and monthly execution priorities for the team.
Ensure accurate and timely CRM usage, reporting, and data cleanliness.
Partner closely with NKA managers to align field priorities with chain-level commitments.
Work with Trade Marketing to deploy tools and measure impact.
Provide Sales Ops and Commercial Analyst with field insights and competitive intelligence.
Build strong working relationships with OCS category managers and/or trade teams when needed.
Surface Ontario-specific insights that influence forecasting, product launches, pricing, or SKU strategy.
Conduct in-market days across the province to support coaching, assess execution quality, and identify opportunities.
Represent Rubicon Organics at events, retailer meetings, and education sessions where needed.
Key Performance Indicators (KPIs)
Commercial KPIs
NSV Growth – Ontario
Distribution (POD Growth) – Provincial & Banner Level
Rate of Sale improvement on focus SKUs
Execution of launch and promo programs with measurable impact
Team & Execution KPIs
Completion of all team coaching days (min. 1 per rep per week)
Territory plans built and updated quarterly
Team call cycle adherence (frequency & coverage targets met)
CRM usage and reporting accuracy (100% of calls logged, data completeness)
Retail & Visibility KPIs
Number of retail staff educated (monthly & quarterly targets)
Menu coverage & product visibility compliance
Execution scorecards for merchandising, tools deployment, and promo compliance
Strategic KPIs
Quarterly competitive insights delivered
Ontario strategic sales plan delivered annually & refreshed quarterly
Effective collaboration with NKA & internal teams (measured via joint deliverables)
Why Rubicon?
At Rubicon Organics, you’ll be part of a bold, passionate team committed to doing things the right way. We care about our people, our planet, and the legacy we’re building one bud at a time. Joining us means being part of one of Canada’s most exciting cannabis companies, where innovation, sustainability, and premium quality drive everything we do.
We also believe in recognizing and rewarding the people who make our success possible. Our total rewards package is designed to support your career growth while also making life outside of work easier and more enjoyable.
$75K-$90K base salary with performance-based bonus opportunities
Vehicle and phone stipends, plus coverage for travel and expenses
A monthly budget to support marketing and community engagement activities
Take advantage of our unlimited vacation policy
Comprehensive medical and dental benefits
If you’re ready to make your mark and grow with a company that values quality, sustainability, and its people, we’d love to hear from you.
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