Regional Sales Director, Northeast (MA, MD, NJ)

Summary:

Sun Theory is seeking a Regional Sales Director, Northeast to lead and drive sales strategies across (Massachusetts, Maryland and New jersey). This role is responsible for maximizing revenue, expanding distribution, and optimizing market potential in some of the most competitive cannabis landscapes. The ideal candidate is a dynamic leader with a track record of delivering growth, building high-performing teams, and fostering strong retail partnerships. Reporting directly to the VP of Sales, the Regional Sales Director will represent Sun Theory’s premium cannabis portfolio to licensed retailers, overseeing direct account management and mentoring a top-tier sales team.

Key Responsibilities

Leadership & Team Development

• Build, lead, and mentor a high-performing sales team across MA, MD, and NJ, fostering a culture of innovation, collaboration, and customer focus.
• Provide coaching, development, and support to enhance team performance and achieve revenue targets.
• Set clear goals, monitor progress, and hold the team accountable for driving growth and market share.

Market Expansion & Distribution

• Strategically expand Sun Theory’s presence by identifying and prioritizing high-potential retail accounts.
• Leverage market data and insights to create and execute a robust distribution strategy, maximizing reach and impact.
• Oversee the execution of territory plans, ensuring consistent and effective coverage of key markets.

Revenue Growth & Account Management

• Drive topline revenue by increasing average order value (AOV), reorder rates, and product assortment within retail accounts.
• Build and nurture strong relationships with key retail partners, securing long-term, high-value placements.
• Collaborate with marketing and field teams to implement effective pull-through initiatives, including promotions, budtender education, and merchandising strategies.

Cross-Functional Collaboration

• Partner with internal teams (marketing, product development, operations, finance, and legal) to align strategies and respond to evolving market trends.
• Provide market insights and feedback to inform product innovation and go-to-market strategies.

Maximizing ROI & Market Ownership

• Own the performance of the MA, MD, and NJ markets, ensuring sales strategies align with margin goals and company objectives.
• Optimize the allocation of resources and investments to deliver the highest return on investment (ROI).

Performance Tracking & Analytics

• Define, monitor, and report on key performance indicators (KPIs) for the region.
• Use data-driven insights to refine sales strategies and ensure continuous improvement.

Qualifications

• Experience: 7+ years of sales leadership experience, ideally within the cannabis, CPG, or other regulated industries.
• Leadership: Proven ability to lead, develop, and scale teams in fast-paced, competitive markets.
• Track Record: Demonstrated success in driving revenue growth, expanding distribution, and achieving margin goals.
• Relationship-Building: Strong interpersonal skills with the ability to cultivate and maintain high-value relationships with retail partners.
• Data-Driven: Proficiency in using analytics to inform strategy and measure performance. Experience with LeafLink is a plus.
• Collaboration: Skilled at working cross-functionally to achieve shared objectives.
• Industry Knowledge: Familiarity with cannabis regulations in MA, MD, and NJ is a plus.
• Other: Must be 21+ years of age and hold any required cannabis industry credentials or badges for the region.