Director, Commercial (West)

Village Farms International (Nasdaq: VFF) is a vertically integrated global leader in cannabis and plant-based consumer packaged goods, driven by sustainable innovation. As one of North America's longest-standing produce operators built on decades of expertise, we're a company where growers, innovators, and creators come together to shape the future of high-performing plant-based brands around the world.

Joining Village Farms means joining a global team built on purpose, integrity, and ambition. Here, we grow people, ideas, and possibilities.

The Opportunity

The Director, Commercial (West) is responsible for leading commercial operations across Canada while driving commercial performance throughout Western Canada. This role ensures disciplined execution of the national commercial strategy by establishing the operating cadence, governance and cross-functional processes that enable consistent execution across the business. The role partners with Sales, Supply Chain, Operations, Finance, Planning, Marketing, Brand, Insights and provincial stakeholders to optimize commercial performance, improve organizational efficiency and deliver profitable growth. Acting as the primary commercial conduit between the field organization and head office, this role creates a scalable operating model that strengthens communication, improves visibility and enables industry-leading execution across Canada.

What You'll Do

Commercial Leadership & Western Market Performance

• Lead commercial performance across British Columbia, Alberta, Saskatchewan and Manitoba, delivering profitable growth through exceptional execution and disciplined market management.
• Drive market share, distribution, assortment optimization and category performance across Western Canada.
• Own and cultivate influential relationships with provincial boards, wholesalers, distributors and key industry stakeholders.
• Lead, coach and develop Regional Leads while driving accountability, capability development and execution excellence across the Western region.
• Translate national commercial priorities into actionable regional execution plans while ensuring consistent execution standards across Western Canada.

Commercial Operations & Governance

• Own the Canadian Commercial Operating System, establishing governance, operating cadence and standardized commercial processes that drive consistent execution across the organization.
• Lead the national commercial cadence, including weekly commercial reviews, Power Hour, Supply vs. Demand meetings, monthly business reviews, quarterly business reviews and commercial action tracking.
• Build scalable and replicable commercial processes and best practices that improve organizational discipline, visibility and execution consistency while proactively identifying and addressing business risks before they impact performance.
• Drive continuous improvement initiatives that simplify workflows, eliminate duplication and improve organizational efficiency.
• Develop national Sales Excellence Systems to improve coaching, sales process, and in-store impact across all territories.

Sales Supply Chain Integration

• Lead the commercial contribution to Sales & Operations Planning (S&OP), ensuring commercial priorities are represented within demand planning and supply planning processes.
• Partner with Supply Chain, Planning and Operations to optimize inventory health, distributor inventory, weeks of supply, launch readiness, product allocation and commercial readiness across Canada.
• Provide commercial recommendations that balance customer demand, inventory health and operational capability.
• Act as the primary commercial representative within cross-functional planning forums, providing one consistent commercial voice across the organization.
• Support Commercial Product launch with Not for Sale (NFS) sample creation with appropriate lead times to support launch execution.

Portfolio Management & Commercialization

• Lead commercial portfolio governance through SKU rationalization, assortment optimization, listing prioritization and commercialization planning.
• Partner with Brand and Innovation teams to ensure successful commercialization and launch readiness across all Canadian markets.
• Lead pricing recommendations through commercial analytics, competitive intelligence and market insights in partnership with Finance.
• Manage national medical customer relationships while supporting commercial opportunities across emerging channels.
• Deliver recommendations that maximize portfolio performance, profitability and long-term category growth.

Commercial Performance & Analytics

• Lead executive commercial reporting, dashboards and performance scorecards that provide actionable insights to senior leadership.
• Leverage analytics, market intelligence and competitive insights to identify opportunities, mitigate risks and influence commercial decisions.
• Partner with FP&A and Insights to evaluate promotional effectiveness, pricing opportunities, forecast accuracy and overall commercial performance.
• Translate data into clear recommendations that support strategic decision-making across the Commercial organization.

Cross-Functional Collaboration

• Act as the primary commercial conduit between Field Sales, Supply Chain, Operations, Finance, Planning, Marketing, Brand and Insights.
• Create a streamlined interface between Commercial and cross-functional teams by centralizing communication, decision-making and issue resolution.
• Provide one commercial voice that aligns priorities, drives solutions and cascades clear direction back to the field organization.
• Reduce duplication, improve organizational efficiency and enable Regional Leads to maximize time coaching teams, developing customer relationships and driving in-market execution

Sales Leadership & Capability Development

• Build, lead and develop a high-performing commercial organization that operates with accountability, discipline and continuous improvement.
• Strengthen organizational capability through coaching, talent development, succession planning and scalable commercial processes.
• Build operating rhythms, governance frameworks and standardized ways of working that support long-term business performance and execution consistency.
• Foster a collaborative, solution-focused culture that delivers industry-leading commercial execution across Canada.

Other Responsibilities

• Perform other duties and support evolving business priorities as assigned

What You Bring

• Bachelor's degree in business, Commerce, Marketing, Supply Chain, Finance or a related discipline
• MBA or equivalent postgraduate business education is considered an asset.
• Professional certifications in Supply Chain, Commercial Excellence, Project Management or Sales Leadership are considered an asset.
• Demonstrated success leading both commercial strategy and field execution across a national or multi-regional business.
• Proven experience partnering cross-functionally with Supply Chain, Demand Planning, Finance, Marketing and Operations to drive business performance.
• Experience leading Sales & Operations Planning (S&OP), commercial planning, portfolio management, commercialization or commercial operations is strongly preferred.
• Experience developing executive reporting, governance processes and scalable commercial operating models.
• Strong commercial acumen with the ability to translate market insights into strategic recommendations and disciplined execution.
• Demonstrated experience building scalable commercial processes, governance frameworks and operating rhythms.
• Deep understanding of Sales & Operations Planning (S&OP), demand planning, inventory management, commercialization and portfolio optimization.
• Exceptional analytical and financial acumen, with the ability to simplify complex data into actionable business recommendations.
• Proven ability to influence and lead cross-functional teams without direct authority.
• Outstanding communication and executive presentation skills, with the ability to align stakeholders around common priorities.
• Highly organized with exceptional attention to detail and a continuous improvement mindset.
• Strong relationship builder with the ability to cultivate trusted partnerships across internal teams, provincial boards, wholesalers and strategic customers.
• Ability to thrive in a fast-paced, evolving environment while balancing strategic priorities with operational execution.
• Proven leader with a passion for developing talent, driving accountability and building high-performing teams.
• Ability to travel domestically, 25% at a minimum; focused in BC, AB, ON & QC
• Must have the ability to obtain and pass a RCMP Criminal Record Check and maintain security clearance

Life at Village Farms

• At Village Farms International, you're part of something bigger — a global organization where you can grow your career across brands, functions, and countries.
• We believe It Takes A Village®, and we mean it.
• Our values guide every decision we make: Versatility | Innovation | Leadership | Loyalty | Accountability | Grit | Entrepreneurship
• What you do here matters — to our people, our products, and the customers we serve around the world.
• We've got you covered with company-paid comprehensive benefits and education assistance to support your continued growth.
• We embrace meaningful opportunities, collaboration, and continuous improvement as we expand our global footprint.

Ready to Grow With Us?

If you're passionate about quality, compliance, and bringing world-class products to international markets, we'd love to hear from you.