Essential Duties and Responsibilities:

• Set and execute the short- and long-term business strategy for the Canadian market, in alignment with North America regional goals.
• Identify and capitalize on growth opportunities across new and existing customer segments.
• Define and drive the long-term strategic roadmap for Canada, focusing on aggressive market share growth and brand penetration.
• Identify untapped markets, emerging trends, and white-space opportunities within Canada to expand into new provinces, channels, or customer segments.
• Develop business cases and go-to-market strategies for entering new regions, launching new product lines, or testing alternative retail/distribution models.
• Partner with corporate innovation and product teams to bring region
• Serve as the primary leader and spokesperson for the brand in Canada, internally and externally.
• Oversee compliance to the Canadian P&L, ensuring top-line growth and bottom-line profitability.
• Lead and grow the Canadian sales organization, field sales, corporate accounts and DTC channels.
• Oversee forecasting, sales planning, promotional execution, and performance tracking.
• Partner with U.S.-based marketing, brand, and product teams to localize strategies and ensure cohesive brand storytelling.
• Develop and execute Canadian marketing initiatives that resonate with local consumers and comply with market regulations.
• Oversee day-to-day operations including regulatory compliance, supply chain coordination, customer service, and Canadian office leadership.
• Collaborate with corporate partners in Product, Finance, Legal, HR, and IT to support market needs.
• Ensure all business activities are compliant with Canadian laws and industry standards.
• Build, inspire, and lead a high-performing Canadian team with a strong culture of accountability, agility, and collaboration.
• Hire and develop talent aligned with company values and growth aspirations.
• Act as a cultural bridge between Canadian operations and the U.S. corporate office.