About the job
Founded in 2020, FIKA’s origin is a lifestyle brand redefining cannabis retail including flagship locations in Toronto’s Union Station and Distillery District. The FIKA Company is the home of 20 + Canadian retail banners, with over 250+ stores across Ontario, Manitoba, Saskatchewan, Alberta, B.C., and Yukon. At FIKA we provide exceptional service in a variety of welcoming, intuitive, and diversified store environments, this has allowed the FIKA Company retail family to evolve into the destination for every type of cannabis consumer.
Reports To: VP, Retail Operations
Location: Toronto, ON
About the Role
The Director of Integrated Retail Sales & Customer Experience is responsible for driving profitable sales growth across digital and in-store channels by connecting sales strategy, customer experience, education, and field execution. This role translates commercial priorities into clear selling standards, practical sales plays, leader coaching tools, and measurable customer journeys that improve conversion, basket growth, loyalty, and repeat visits.
Guided by HEART – Hospitality, Education, Authenticity, Respect, and Teamwork – this leader ensures sales growth is achieved through trusted recommendations, relevant education, and a consistent Happy High experience. The role owns the integrated retail sales sales framework and enables execution through District Managers and Store Managers, while day-to-day store operations and individual performance management remain with Retail Operations.
What You’ll Do
Integrated Retail Sales Strategy
- Own and maintain the integrated retail sales strategy across digital discovery, in-store engagement, purchase, fulfillment, and repeat business.
- Translate enterprise sales priorities into a focused annual and quarterly roadmap.
- Develop practical sales playbooks for strategic categories, campaigns, promotions, and customer missions.
Sales Standards, Education & Tactics
- Define customer-first selling behaviours for discovery, recommendation, trade-up, cross-sell, add-on selling, and loyalty engagement.
- Create simple sales playbooks, product stories, campaign briefs, and coaching tools that can be applied consistently across stores.
- Lead the sales capability and education framework in partnership with Learning & Development, Merchandising, and other subject-matter experts.
- Equip District Managers and Store Managers to coach selling behaviours and sustain adoption.
Happy High Movement & HEART in Action
- Champion the Happy High Movement as the service and selling foundation across digital and in-store channels.
- Translate HEART into a concise set of observable, coachable behaviours that build trust and support commercial outcomes.
- Reinforce that hospitality and education are essential to customer confidence, loyalty, and long-term value.
Digital & In-Store Path-to-Purchase
- Assess the integrated retail sales customer journey to identify friction that limits product discovery, confidence, conversion, pickup, or repeat purchase.
- Partner with the Head of Digital Experience to improve online navigation, product education, conversion, and the handoff between digital and store channels.
- Conduct targeted field visits to observe customer journeys, validate priority behaviours, gather frontline insight, and identify scalable improvements.
Commercial Performance & Optimization
- Monitor a focused scorecard of sales, customer, digital, and adoption indicators.
- Use performance data, customer feedback, and field observations to identify root causes and recommend action.
- Establish a practical test-and-learn approach for new sales tactics, with clear hypotheses, measures, and scale, adjust, or stop recommendations.
- Communicate what is working, where execution is weak, and which opportunities require cross-functional action.
Customer Insight & Experience Improvement
- Monitor NPS, guest surveys, Google Reviews, and other available feedback to identify themes that affect trust, loyalty, and sales.
- Use recurring customer and frontline insight to improve selling standards, education, and customer journeys.
- Support improvements to customer recovery standards without becoming the case manager for routine complaints or store-level resolutions.
Cross-Functional Collaboration
- Partner with Retail Operations, Merchandising, Marketing, Digital, Technology, and Learning & Development to align sales priorities, product stories, promotions, education, and field activation.
- Provide customer and sales insight to Merchandising while assortment, category strategy, pricing, vendor management, and promotional architecture remain with Merchandising.
- Identify material customer journey or technology barriers and support prioritization with evidence, while platform ownership, technical delivery, and system support remain with Digital and Technology.
- Serve as the connector for integrated retail sales commercial execution, not the owner of each function’s deliverables.
Requirements
- 7+ years of progressive experience in multi-unit retail sales, sales enablement, customer experience, commercial operations, or related field.
- Demonstrated experience developing sales strategies, selling tools, product education, or field activation programs.
- Strong understanding of digital and in-store customer journeys and how each contributes to conversion and loyalty.
- Ability to translate data, customer insight, and field observations into clear commercial actions.
- Strong facilitation, coaching, communication, and cross-functional influence skills.
- Comfort working in a regulated, fast-moving retail environment with multiple brands, regions, and stakeholder groups.
- Ability to balance strategy with practical execution and prioritize a small number of high-impact opportunities.
Why you’ll love working here
The people who do best here are builders. They take ownership, move fast, and want to see the direct impact of their work.
Executive Access: Work directly with the executives and senior leadership to solve real business problems.
AI-First Skill Building: Get hands-on with the most advanced AI tools from automations to powered workflows and build a modern skill set that sets you apart.
Accelerated Career Path: High performers are quickly entrusted with greater responsibility, new challenges, and leadership opportunities.
Competitive Benefits (Canada): Comprehensive benefits including paid time off, group benefits, and employee discounts across portfolio brands.
For Ontario applicants, please note that this posting is for a new vacancy.
The FIKA Company respects the diversity of the people it hires and serves. Inclusion to us means fostering a workplace in which individual differences are recognized, appreciated, respected, and responded to in ways that fully develop and utilize each person’s talents and strengths.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
