Director of Wholesale

If you have an interest in being part of one of the fastest growing industries in the nation in you may consider wanting to work for Trulieve! If you have a desire to help others in need through your efforts, this may be the role for you!

At Trulieve, we strive to bring our patients the relief they need in a product they can trust. Our plants are hand-grown in an environment specially designed to reduce unwanted chemicals and pests, keeping the process as natural as possible at every turn.

Our products are designed to alleviate seizures, severe and persistent muscle spasms, pain, nausea, loss of appetite, and other symptoms associated with serious medical conditions such as cancer.

Our specially trained staff works hand-in-hand with physicians to provide the right products and the correct dosage to ensure patients get the compassionate care they need.

To learn more about our company, please visit our website;

Requisition ID: 19738

Remote Work Available: Yes

Job Title: Director of Wholesale

Business Unit: Wholesale

Location: Remote / Assigned Markets

Reports To: Executive Director of Wholesale

Position Summary:

The Director of Wholesale is a senior commercial and financial leader responsible for the full P&L performance of assigned wholesale markets. This role owns revenue growth, gross margin, and SG&A expense management while setting and executing long-term wholesale strategy across customers, channels, and product portfolios.

Building on the Regional Sales Manager role, the Director of Wholesale operates as the highest level of accountability for market performance, serving as the primary business owner for assigned regions. This position leads multi-market strategy, develops senior commercial talent, and partners cross-functionally to drive sustainable, profitable growth.

Key Responsibilities:

Market P&L Ownership:

• Full ownership of market-level P&L, including:
  • Revenue
  • Gross Margin (GM%)
  • SG&A and operating expenses
• Develop and manage annual operating plans, budgets, and reforecasts for assigned markets
• Drive profitability through pricing strategy, trade spend effectiveness, promotional ROI, and cost discipline
• Partner with Finance to analyze performance vs. plan and implement corrective actions

Wholesale Strategy & Market Leadership:

• Set and execute wholesale strategy across assigned markets, customers, and channels
• Translate company-level objectives into multi-market growth plans and executional priorities
• Identify market expansion opportunities, competitive threats, and regulatory risks
• Serve as the senior commercial authority and escalation point for key accounts and internal stakeholders

Revenue Growth, Forecasting & Planning:

• Own demand forecasting and revenue planning at the account and SKU level
• Ensure forecast accuracy across monthly, quarterly, and annual horizons
• Partner with Merchandise Planning, Supply Chain, and Operations to align demand, production, and inventory
• Leverage CRM, sales analytics, and financial reporting to drive data-based decisions

Customer & Account Leadership:

• Lead executive-level relationships with key wholesale partners and MSOs
• Negotiate pricing, contracts, promotional calendars, and joint business plans
• Ensure disciplined execution of distribution, merchandising, pricing, and product placement strategies
• Monitor customer sales performance and inventory levels to proactively manage risk and opportunity

Team Leadership & Talent Development:

• Lead, coach, and develop Sales Managers and their teams
• Establish performance expectations, KPIs, and accountability frameworks
• Build leadership bench strength through mentoring, succession planning, and talent development
• Foster a culture of ownership, accountability, and executional excellence

Cross-Functional & Enterprise Leadership:

• Act as the wholesale market leader across Finance, Marketing, Brand, Operations, Supply Chain, and Product
• Influence go-to-market strategies, product launches, and promotional planning
• Ensure alignment between commercial strategy and operational execution
• Participate in enterprise-level planning, budgeting, and strategic initiatives

Qualifications:

• 10+ years of progressive sales and wholesale leadership experience
• Proven experience owning and managing regional or market-level P&L
• Strong financial acumen across revenue, margin, and operating expense management
• Experience in cannabis, alcohol, CPG, or regulated distribution industries strongly preferred
• Demonstrated ability to lead leaders, influence cross-functional partners, and operate at an executive level
• Advanced forecasting, negotiation, and analytical skills
• Excellent executive communication and presentation capabilities

Salary will be commensurate with experience. A comprehensive benefits package including paid time off is offered with this position.

Trulieve provides equal employment opportunities to all employees and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, pregnancy or any other characteristic protected by federal, state or local laws.