Director of Sales & Marketing

About the role

Lufa Farms is seeking a visionary Director of Sales & Marketing to shape and execute our product strategy, drive customer acquisition, and enhance engagement across digital and physical channels. You will lead our affiliate program, kiosk events, e‑commerce advertising, B2B partnerships, and referral initiatives to grow our subscription base.

Key responsibilities

• Leverage customer data to create targeted segmentation and personalized marketing campaigns.
• Own and execute an omnichannel marketing roadmap, balancing digital initiatives with in‑person kiosk activations.
• Launch, optimize, and track performance of retail kiosks and multi‑platform digital campaigns.
• Develop a full‑funnel lifecycle marketing strategy covering acquisition, engagement, retention, and reactivation.
• Collaborate with cross‑functional teams on integrated campaigns (paid media, SEO, email, influencer marketing) to drive subscription growth.
• Manage regional sales teams in Ontario and Quebec to ensure strong customer engagement and long‑term growth.
• Oversee creative production for digital assets and live events.
• Establish strategic partnerships for kiosk locations, B2B opportunities, and last‑mile pick‑up points.
• Maintain consistent brand positioning and messaging across all touchpoints.
• Conduct market research, competitive analysis, and customer feedback to inform decisions.
• Design loyalty, referral, and promotional programs to increase basket size and customer stickiness.
• Monitor and optimize KPIs such as CAC, conversion rates, and CLV.

Required profile

• 7‑10 years of progressive marketing experience, including at least 3 years in a leadership role.
• Proven ability to build, execute, and optimize multi‑channel acquisition campaigns both digitally and in‑person.
• Strong analytical mindset with experience using customer data to drive segmentation and personalization.
• Creative, humble, and capable of mentoring and supporting a growing team.
• Track record of increasing customer sign‑ups, retention, engagement, purchase frequency, and average basket value.

Required skills

• SEO
• Paid media advertising
• Email marketing
• Influencer marketing
• Customer data segmentation