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About the Role
This is a builder's role for a Manager, Medical Sales, Strategy & Marketing who will translate a national strategy into quarterly operating plans, own a P&L-relevant set of KPIs, and lead a small, geographically distributed team. The successful candidate will work in one of Canada's most heavily regulated commercial environments, where every campaign, patient touchpoint and practitioner interaction must satisfy the Cannabis Act, Health Canada promotional restrictions, and privacy legislation.
Responsibilities
- Build and own the annual commercial strategy for the medical business.
- Develop the annual patient growth model.
- Lead competitive and market intelligence across Canadian medical cannabis.
- Identify, evaluate and build the business case for new growth channels.
- Prepare executive- and board-ready materials.
- Own the national medical sales target; forecast monthly and quarterly performance.
- Lead, coach and develop the medical sales and outreach team.
- Partner with Analytics and other functions to close gaps in sales data, reporting and performance metrics.
- Ensure timely sales reporting, performance-versus-plan updates and expense administration.
- Build and protect strategic relationships with clinics, healthcare practitioners, pharmacists, advocacy groups, unions and insurers.
- Lead the negotiation and commercial management of clinic and third-party partnership agreements.
- Own conferences, trade shows and sponsorships.
- Develop and execute wholesale and third-party partner strategies.
- Align practitioner capacity with patient demand, ensuring consultation availability, appointment throughput and renewal cycles are optimized.
- Own commercial performance across the patient journey.
- Establish and monitor clinic performance KPIs.
- Work with clinic operations and patient care teams to identify automation and workflow improvements.
- Ensure clinic-facing commercial activity respects the separation between clinical care, patient education and brand promotion.
- Own the medical marketing plan across digital, e-commerce, CRM/lifecycle, practitioner-facing and patient education channels.
- Lead the e-commerce commercial agenda.
- Direct lifecycle and retention marketing.
- Manage creative, media and brand agency relationships.
- Oversee the development of clinically credible and compliant practitioner education and sales enablement materials.
- Own the medical marketing budget, manage spend against plan and use program-level ROI analysis.
- Own the medical KPI dashboard and reporting cadence.
- Build and maintain models for patient cohort behaviour, retention curves, lifetime value, cost per acquisition, channel ROI and margin by product format.
- Conduct pricing, promotion and product mix analysis.
- Design and interpret A/B and campaign tests.
- Translate analysis into concise, decision-ready recommendations for senior leadership.
- Ensure sales, marketing and clinic commercial activity complies with the Cannabis Act, Health Canada promotional restrictions, provincial requirements and applicable privacy legislation.
- Partner effectively with Patient Care, Patient Benefits, Finance, Legal, Regulatory, Supply Chain, Technology and international Medical teams.
- Escalate risks early with a proposed mitigation.
Requirements
- Bachelor's degree in Business, Commerce, Marketing, Health Administration, Life Sciences or a related discipline.
- Minimum 5–7 years of progressive commercial experience spanning sales and marketing.
- At least 2 years in a people-leadership or team-lead capacity.
- Direct medical cannabis industry experience is required.
- Demonstrated experience running or commercially managing a clinic.
- Strong analytical capability — fluent in Excel (modelling, pivot analysis, scenario building) and comfortable working in BI tools such as Power BI, Looker or equivalent.
- Proven track record of owning and delivering against revenue, patient growth or margin targets.
- Comprehensive understanding of the Canadian medical cannabis industry and its regulatory framework.
- Demonstrated ability to build executive-ready materials and present confidently to senior leadership.
- Familiarity with CRM and call/activity management software.
- Valid driver's license and ability to travel nationally.
- Ability to pass a criminal record check as required in a regulated industry.
- Experience with veteran-focused care, Veterans Affairs Canada (VAC) billing and coverage, or first-responder patient populations.
- Experience with insurer, third-party payer or group benefits coverage for medical cannabis, including direct billing.
- Experience with union or collective bargaining engagement related to health benefit coverage.
- Hands-on e-commerce experience, particularly Shopify, subscription or replenishment models, and conversion rate optimization.
- Experience with CRM and marketing automation platforms (e.g., Salesforce, HubSpot, Klaviyo) and web analytics (GA4).
- SQL literacy or comparable ability to query data directly.
- Experience supporting post-acquisition integration or standing up a newly acquired business unit.
- Pharmaceutical or medical device sales experience.
- Bilingual (English/French).
- MBA or graduate qualification in business, health administration or marketing.
Skills
- Sales Strategy
- Marketing Execution
- Clinic Commercial Operations
- P&L Management
- KPI Management
- Team Leadership
- Regulatory Compliance (Cannabis Act, Health Canada, PIPEDA/PHIPA)
- Sales Forecasting
- Partnership Management
- Budget Management
- E-commerce Management
- Lifecycle Marketing
- Data Analysis
- Financial Modeling
- Executive Presentation
- CRM Software
- BI Tools (Power BI, Looker)
- Excel (Advanced)
- Shopify
- Salesforce
- HubSpot
- Klaviyo
- Google Analytics 4
- SQL
Location
- Canada
Work Type
- Hybrid
- Full-time
Experience Level
- Senior
- Manager
Education Level
- Bachelor's degree
- MBA or graduate qualification
Salary/Compensations
- $110,000 - $135,000
Benefits
- Vacation Time & Paid Personal Time Off
- Extended Health, Dental & Vision Benefits
- Health Care Spending Account
- Cannabis Benefits & Employee Discounts
- Performance Based Incentives
- Employee & Family Assistance Program
- Growth and Internal Mobility Opportunities
About the Company
- Tilray Brands, Inc. is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America.
- The company is a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection.
- Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences.
- Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
Equal Opportunity
- Tilray welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.
- Accommodations are available for applicants with disabilities throughout the recruitment process.