Director of Sales

Lufa; Ottawa; On-site; CAD 120,000 - 180,000; Full time

Benefits offered by this job

Health insurance

Dental plan

Disability insurance

Telus Health Virtual Care

Employee and Family Assistance Program

30% discount on Lufa Farms basket

Job summary

Lufa Farms is seeking an experienced Director of Sales to define and execute our product strategy, collaborate with key business stakeholders, and deliver customer-centric solutions from our Ottawa base.

You will lead the affiliate program, manage kiosks events, drive B2B partnerships and referrals, and mentor the sales team while boosting sign-ups, retention, and average basket size.

Qualifications

• 7+ years in progressive marketing roles with leadership experience
• Proven ability to build multi-channel acquisition campaigns with physical and digital touchpoints
• Experience in retail/consumer goods marketing and loyalty programs
• Strong data analytics, segmentation, and growth experimentation skills
• Experience launching brand activations, pop-ups, or in-store kiosks
• Excellent communication and cross-functional collaboration skills

Responsibilities

• Define and execute the omnichannel marketing roadmap across digital and in-person channels
• Lead the affiliate program, events for kiosks, and B2B partnerships
• Oversee loyalty, referral, and promotional programs to drive sign-ups and engagement
• Manage regional sales teams to grow subscriptions and customer lifetime value
• Collaborate with cross-functional teams to deliver integrated campaigns (paid media, SEO, email, influencer marketing)
• Drive market research and competitive analysis to inform product decisions

Skills

Leadership

Strategic marketing

Digital marketing

CRM & lifecycle marketing

Data analysis

Partnership development

Event & kiosk marketing

Education

Bachelor's degree in Marketing or related field

Tools

Google Analytics

HubSpot

Salesforce

Email marketing platforms

Job 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‑centric solutions.

The Director of Sales will be responsible for our affiliate program, events management for our kiosks, e-commerce platforms (social media and ads), B2B partnerships (setting up new markets and PUPs), and reworking our referral program. The right person is smart, creative, humble, and able to mentor and support our current team. Their success will be measured by their ability to increase customer signups, improve retention and engagement, and increase purchase frequency as well as the average basket price.

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.