Role OverviewThe Sales Director / Sales Manager - New York is responsible for leading, developing, and managing the state's sales organization while driving revenue growth, account penetration, retail execution, and operational discipline across the market.
This role owns territory strategy, team performance, top-account growth, field execution, AR management, forecasting, promotional execution, and cross-functional alignment with Marketing, Field Marketing, Sales Ops, and Production.
1. Market Strategy & Business Planning- Build and maintain a full market map by region, rep, account tier, and whitespace.
- Identify distribution gaps and high-value new account targets.
- Develop data-driven territory plans and optimized weekly routes.
- Own strategy for the state's top accounts - growth plans, visit cadence, performance expectations.
- Review market trends weekly and adjust quickly.
- Partner with Analytics on category insights, SKU trends, and opportunity identification.
2. Team Leadership, Coaching & Performance Management- Ride in the field with sales team at least 2x per week.
- Conduct weekly 1:1s focused on performance, behaviors, and capability development.
- Train sales team on negotiation, account management, sales process, and communication.
- Enforce accountability around KPIs: voids, reorders, new doors, route efficiency, CAD execution.
- Identify performance issues early and execute clear corrective action plans.
- Lead structured weekly sales meetings with discipline and clarity.
- Partner with Training to upskill new hires and tenured reps.
3. Field Execution & Retail Activation- Audit top accounts monthly for merchandising, menu accuracy, pricing, displays, and execution.
- Ensure flawless resets, launches, and promotional execution.
- Drive consistent sell-in of high-velocity SKUs, new products, and promotional bundles.
- Partner with Field Marketing to plan and execute prioritized CADs.
- Personally visit 5-10 top accounts per month to validate execution.
- Identify merchandising gaps and ensure timely corrective action.
- Provide leadership with field photos, market notes, and competitive insights.
4. Account Growth, Development & Relationship Management- Identify and open high-value new accounts across the state.
- Build strong relationships with the top 30% of accounts and key decision-makers.
- Maintain a bi-weekly communication cadence with priority accounts.
- Support retailers with data-driven selling plans and promotional recommendations.
- Represent STIIIZY at trade shows, industry events, and key buyer meetings.
- Build trust with consistent follow-through and strong execution.
5. Financial Discipline & AR Management- Review aged AR weekly and ensure each rep is accountable for their territory.
- Collaborate with Finance and Sales Ops to support collections.
- Reinforce payment terms, COD requirements, and disciplined ordering behavior.
- Escalate high-risk accounts early with structured recovery plans.
6. Cross-Functional Collaboration- Work with Sales Ops on forecasting, demand planning, and territory efficiencies.
- Align with Marketing on menus, pricing accuracy, promotional visibility, and brand presentation.
- Collaborate with Production on inventory levels, supply planning, and sell-in strategy.
- Partner with Field Marketing on CAD deployment, scheduling, and prioritization.
- Provide weekly updates with market insights, risks, and opportunities.
7. Reporting, Forecasting & Communication- Deliver weekly scorecards by region and rep.
- Report wins, challenges, competitive intel, and actionable next steps.
- Forecast weekly and monthly revenue with accuracy and discipline.
- Align Sales Ops and Marketing on launches, resets, and promotional windows.
- Maintain consistent, professional communication upward and downward.
Who Thrives in This Role- Leaders who think clearly, move quickly, and execute decisively.
- People who take ownership - not shortcuts or excuses.
- Coaches who elevate talent and enforce high standards.
- Operators who love structure, clarity, and accountability.
- People who stay close to the field and the customer.
- Leaders who bring consistency, professionalism, and energy daily.
RequirementsQualifications- 5+ years of sales leadership experience in cannabis (preferred), will consider CPG.
- Proven ability to coach, develop, and hold teams accountable.
- Strong analytical, planning, and forecasting skills.
- Ability to operate in a fast-moving, high-growth environment.
- Excellent communication and cross-functional collaboration skills.
- Valid driver's license and ability to travel statewide.
BenefitsAdditional details about the compensation and benefits of eligibility for this role will be provided during the hiring process. All employees are provided with competitive compensation, paid training, and employee discounts on our products and services. We offer a range of benefits packages based on employee eligibility, including:
- Paid Vacation Time, Paid Sick Leave, Paid Holidays, Parental Leave.
- Health, Dental, and Vision Insurance.
- Employee Assistance Program.
- 401k with generous employer match.
- Employee discounts on products and services.
