1(904)362-3629 naturaltherapia@proton.me

Director of Sales and Marketing, San Francisco


We are expanding into California and launching the Coral Reefer brand and line of products. We are seeking to hire a Director of Sales to help us rapidly stand up distribution of the Coral Reefer line into retail dispensaries throughout California that will ultimately serve as the model for the rest of the US and internationally. We are looking for an experienced sales professional with direct experience selling into retail… This role will entail standing up the sales engine in California for the new Coral Reefer line and creating long-lasting relationships with retailers, distributors and other channel partners. The Director of Sales will be responsible for training and managing both internal and third-party statewide salesforces. This isn’t managing an existing business for low single digit growth – this is about standing up an entirely new high growth business.

This role reports to the Vice President, New and Emerging Ventures and is a critical leadership role in building the Coral Reefer brand within Surterra. The New Ventures team offers a serious intellectual challenge, a high caliber peer group, and fast paced environment. The role will have a high degree of visibility and exposure to the Surterra Executive Leadership Team. 


• Build relationships with retail dispensaries and effectively sell in new programs.

• Build out and manage additional internal and third-party sales resources and/or a field merchandising team to ensure execution at retail.

• Manage channel partner relationships including sales and marketing firms. .

• Collaborate effectively with the marketing and product development teams to build compelling retail programs, including product, signage, promotional support, display, etc.

• Identify and develop distribution opportunities through ecommerce retailers and cannabis delivery operators.

• Establish, achieve and report on monthly, quarterly and annual sales and margin goals and keep Executive Leadership appraised of progress, drivers of performance, and risks.

• Understand the competitive offerings and make recommendations to improve our product assortment and marketing programs.

• Become a credible expert in Surterra’s products and the broader medical cannabis space.

• Assesses the competitive landscape and builds Surterra’s offerings to optimize positioning relative to competitors’ assortments.

• Understand and comply with all applicable state and local laws and regulations.

Hire, train and manage a team of sales professionals and 3rd party sales resources.JOB SKILLS AND REQUIREMENTS

• A bachelor’s degree required. Masters’ in Business, Marketing or related field preferred.

• 10+ years of experience in selling into a combination of cannabis dispensaries, the health/beauty and/or healthcare categories at leading US food, drug and mass merchant or specialty retailers. 5+ years of sales management.

• Strong account prospecting skills and excellent closing skills demonstrated by financial results.

• Superior self-motivation and ability to motivate others.  

• Ability to focus simultaneously on short- and long-term goals and ability to identify, surface and creatively solve problems quickly. 

• Ability to apply the 80/20 rule and good business judgement to make recommendations with incomplete information.  

• Ability to work in a fast-paced, changing, and challenging environment.  

• Strong analytical and communication skills. 

• Strong logical thinking, intellectual curiosity, and the ability to learn quickly

• Strong retail math skills and the ability to understand the economic drivers behind various retail and consumer goods economic models.

• Ability to use Excel effectively for build pricing and retail economic models. 

• Ability to teach and train others in retail math, GMROI and other retail business concepts.

• Strong written and verbal communication skills.

• Proficient in PowerPoint and Word with the ability to craft key messages and clear sales presentations with well-presented supporting data and analysis


• Must be able to remain in a stationary position 75% of the time.

• The person in this position needs to occasionally move about inside the office to access file cabinets, office machinery, etc. 

• The person must be able to travel extensively both domestically and internationally.

• Constantly operates a computer and other office productivity machinery.

• The person in this position frequently communicates with other employees/customers. Must be able to exchange accurate information in these situations.



• Surterra provides medical, dental, vision, life, short and long-term disability benefits to its employees

• Surterra offers a 401(k) plan and employee stock purchase plan

• Surterra provides paid time off.  9 holidays plus vacation

• Surterra prefers its employees to stay home when sick; therefore, the Company offers paid sick days each year

• Surterra offers a great place to work that puts employees and its patients first.  The work environment is geared to focus on the employees and their comfort, productivity, and enjoyment while they are at work


1. Integrity – We operate in a regulated and unchartered industry.  Act and make decisions that stand up to scrutiny and reflect our position as a sophisticated, credible and respected leader.  Be honest, trustworthy, dependable, and honorable.  Demonstrate sound moral and ethical ways of interacting.

2. Collaboration – We are a collection of the best talent at all levels.  Learn and grow from this diversity:  welcome healthy debate and proactively seek other perspectives and points of view to find the best solution while not resting on consensus.   Proactively ensure the right people have the right information at the right time.  Work as a team vs. an individual performer.

3. Agility – We are growing incredibly fast in a new industry.  Be open to change, be ready to pivot on the moment’s notice, and act with a sense of urgency to take advantage of opportunities. Then be ready to do it again.  Quickly –and calmly -respond and adapt to the unexpected. Modify and streamline processes, find more efficient ways of doing your job.  Work efficiently across markets, time zones, and functions.

4. Intentionality – Intentionality requires action –it makes your intentions happen. Good thoughts are meaningless without action.  It is initiative directed by the purpose to move our business forward. Intentionality is doing things important to you, even when not easy.  Transformational change happens with intentionally.

5. Alignment – Together, we must understand and believe in our vision, mission, business and team goals and priorities.  When we make a decision, even when we don’t have consensus we all align behind that decision and execute.  We don’t revisit decisions unless we have material new data or circumstances.

6. Accountability – Make the best proactive and reactive decisions given the available information and the wisest counsel. • Own your decisions, actions and outcomes, and promptly correct mistakes. • Be reliable, honor commitments and do not finger point, off-load responsibilities, or criticize co-workers. Look after co-workers and team’s success.

Apply directly: https://surterra.bamboohr.com/jobs/view.php?id=264

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