Field Sales Manager

Summary:

Sun Theory is seeking a driven and results-oriented Field Sales Manager (FSM) to lead and grow our wholesale sales presence in Massachusetts. This role is responsible for building and strengthening retail partnerships, driving sell-in and sell-through, and executing field sales strategies to maximize revenue and market share. Reporting into the Regional Sales Director, the FSM will play a key role in expanding Sun Theory’s footprint by prospecting new accounts, developing strategic partnerships, and ensuring flawless in-store execution.

This is a field-based role, requiring frequent travel to retail locations throughout Massachusetts.

Key Responsibilities:

Sales & Account Management

• Own and drive wholesale sales within the Massachusetts market, managing the full sales cycle from prospecting to closing.
• Identify, develop, and secure new retail partnerships through solution-based selling and strong relationship management.
• Expand and strengthen existing retail relationships by driving reorder rates, product assortment, and sell-through support.
• Serve as the primary point of contact for accounts, providing ongoing support, product training, and merchandising guidance.

Budtender & Retail Engagement

• Conduct regular in-store visits to build rapport with retail staff and educate them on Sun Theory’s product portfolio.
• Implement and support budtender incentive programs to drive advocacy and increase retail adoption of Sun Theory products.
• Lead in-store product demos, educational sessions, and budtender training to enhance knowledge and enthusiasm.

Field Marketing & Merchandising Execution

• Ensure a strong in-store brand presence by optimizing merchandising, product placement, and promotional displays.
• Oversee the execution of Sun Theory pop-ups, promotional activations, and trade events to drive consumer engagement and sales.
• Monitor and maintain merchandising compliance, identifying areas for improvement and ensuring alignment with brand standards.

Market Expansion & Business Development

• Analyze market trends, competitor activity, and sales performance to identify growth opportunities.
• Collaborate with internal teams to develop and implement targeted promotional and co-branded marketing initiatives.
• Provide regular insights and feedback to the broader sales and marketing teams to refine strategies and improve execution.

Reporting & Performance Tracking

• Maintain accurate sales forecasts, CRM records, and account activity tracking.
• Report on key sales metrics, including revenue growth, new account acquisition, and retail penetration.
• Use data-driven insights to refine strategies and optimize sales performance.

Key Performance Indicators (KPIs):

1. Revenue Growth & Sales Velocity – Achieving and exceeding sales targets through strategic account management and growth initiatives.
2. Retail Penetration – Expanding Sun Theory’s footprint by opening new accounts and driving reorder rates.
3. Budtender & Retail Engagement – Boosting product advocacy through education, training, and incentive programs.
4. Activation & Merchandising Execution – Enhancing Sun Theory’s in-store presence through pop-ups, promotions, and merchandising compliance.

Qualifications:

• Experience: 3+ years of field sales, account management, or business development experience, preferably in cannabis, CPG, or another regulated industry.
• Sales Acumen: Proven ability to drive sales, expand distribution, and build lasting retail partnerships.
• Communication Skills: Strong negotiation, presentation, and relationship-building abilities.
• Execution-Oriented: Experience with merchandising, trade marketing, and in-store activations.
• Data-Driven: Proficiency in using analytics to inform strategy and measure performance. Experience with LeafLink is a plus.
• Industry Knowledge: Familiarity with cannabis regulations is preferred.
• Other: Must be 21+ years old and reside in market.
• Travel: This role requires a valid driver’s license and a reliable vehicle for frequent travel within the assigned region.
• Salary: $60 – 70k base + 1.25% commission