Director of Sales

Les Fermes Lufa / Lufa Farms; Ottawa; On-site; CAD 120,000 - 180,000; Full time

Benefits offered by this job

Health insurance

Dental coverage

30% discount on Lufa Farms basket

Telus Health Virtual Care

Job summary

Lufa Farms is seeking an experienced Director of Sales to define and execute product strategy, lead the Ottawa region sales team, and drive customer-centric solutions across digital and in-person channels.

We seek a visionary leader with deep experience in multi-channel marketing, loyalty programs, and partnerships to grow subscriptions. The role focuses on aligning brand and customer journeys, with competitive compensation and strong health benefits.

Qualifications

• 7 to 10 years of progressive marketing experience, including at least 3 years in a leadership role.
• Build, execute, and optimize multi-channel acquisition campaigns that drive sign-ups and conversions, both digitally and at kiosks.
• Proven track record in retail marketing with a blend of physical and digital acquisition strategies.
• Expertise in digital performance marketing, CRM platforms, and customer lifecycle management.
• Experience launching brand activations, pop-ups, or in-store kiosks.
• Strong data analytics, customer segmentation, and growth experimentation capabilities.

Responsibilities

• Leverage customer data to build segmentation strategies and drive personalization across marketing initiatives.
• Own and execute the omnichannel marketing roadmap including kiosks and digital campaigns.
• Lead the launch and optimization of retail kiosks and multi-platform campaigns.
• Develop a full-funnel customer lifecycle marketing strategy from acquisition to reactivation.
• Collaborate on integrated campaigns across paid media, SEO, email, influencer marketing to grow subscriptions.
• Manage the Ottawa regional sales team to drive engagement and subscription growth.
• Oversee creation of marketing materials for digital platforms and live events.
• Establish partnerships to support kiosk locations, B2B opportunities, and last-mile pick-up points.
• Align brand positioning and messaging across customer touchpoints.
• Conduct market research and competitive analysis to inform marketing and product decisions.
• Design loyalty and referral programs to increase basket size and stickiness.

Skills

Leadership

Multi-channel marketing

Retail marketing

CRM platforms

Digital analytics

Education

Bachelor's degree in marketing

Tools

Marketing automation tools

Job description

Description

At Lufa Farms, we’re on a mission to create a better food system and a huge part of this is achieved by growing food where people live, and growing it responsibly. We also partner with hundreds of local farmers and foodmakers to offer a full lineup of fresh, local, responsible groceries through our online Marketplace, an e-commerce site we developed in-house. To keep moving forward, we need an experienced and visionary Director of Sales to define and execute our product strategy, collaborate with key business stakeholders, and ensure the successful delivery of customer-c​entric solutions.

Responsibilities

• Leverage customer data and insights to build targeted segmentation strategies and drive personalization across all marketing initiatives;
• Own and execute the omnichannel marketing roadmap, balancing high-performing digital initiatives with in-person activations via signup kiosks in various locations;
• Lead the launch, optimization, and performance tracking of retail-based kiosks as well as multi-platform digital campaigns;
• Develop and oversee a full-funnel customer lifecycle marketing strategy across acquisition, engagement, retention, and reactivation;
• Collaborate with cross-functional teams to deliver integrated digital campaigns (paid media, SEO, email, influencer marketing) that drive subscription growth;
• Manage the regional sales team across the Ottawa region to ensure strong customer engagement and long-term subscription growth;
• Manage creative teams to produce marketing materials for both digital platforms and live events;
• Establish and nurture strategic partnerships to support kiosk locations, B2B opportunities, and last-mile pick-up points;
• Oversee brand positioning and messaging to ensure consistency and resonance across all customer touchpoints;
• Conduct ongoing market research, competitive analysis, and customer feedback assessments to inform marketing and product decisions;
• Design and implement loyalty, referral, and promotional programs to drive customer stickiness and increase average basket size;

Requirements

• 7 to 10 years of progressive marketing experience, including at least 3 years in a leadership role;
• Build, execute, and optimize multi-channel acquisition campaigns that drive customer sign-ups and conversions - both digitally and with our in person kiosks;
• Proven track record in retail marketing, with a strong blend of physical and digital acquisition strategies;
• Expertise in digital performance marketing, CRM platforms, and customer lifecycle management;
• Demonstrated experience launching successful brand activations, pop-ups, or in-store kiosks;
• Deep understanding of data analytics, customer segmentation, and growth experimentation;
• Develop acquisition forecasts, set performance targets, and communicate results clearly to leadership;
• Strong problem-solving, decision-making, and communication skills;
• Familiarity with digital commerce platforms, cloud solutions, and modern web technologies.

Schedule

Full-time (40 hours per week).

Compensation And Benefits

• Salary to be determined based on experience and knowledge of the candidate;
• You’ll be eligible to participate in the firm’s health insurance, dental, and disability programs after completion of the probationary period (paid 50% by the employee and 50% by Lufa Farms);
• Access to TELUS Health Virtual Care (direct contact to health professionals by phone, video, or chat) and the Employee and Family Assistance Program (professional, short-term counseling, covering a broad range of interpersonal issues);
• 30% discount on your Lufa Farms basket.