The posting
About Tilray Brands, Inc.
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
Job Summary:
Reporting to the Director, Canadian Medical, the Manager, Medical Sales, Strategy & Marketing is a senior commercial leader accountable for growing Tilray Medical's patient base and revenue while running the commercial engine behind HelloMD, our national virtual medical cannabis clinic. This is a rare hybrid role: it owns sales strategy, marketing execution, and clinic commercial operations under a single mandate.
This is a builder's role, not a caretaker's. The successful candidate will translate a national strategy into quarterly operating plans, own a P&L-relevant set of KPIs (patient acquisition, retention, conversion, average order value, cost per acquisition, margin mix), and lead a small, geographically distributed team. You will work in one of Canada's most heavily regulated commercial environments, where every campaign, patient touchpoint and practitioner interaction must satisfy the Cannabis Act, Health Canada promotional restrictions, and privacy legislation (PIPEDA/PHIPA).
We are looking for someone who has done this before in medical cannabis — someone who understands how clinics actually run, how patients are acquired and retained, how veteran and insurer coverage works, and who can defend a recommendation with data rather than instinct.
Job Status: This posting is for an existing vacancy. Travel: Approx. 25–40%, including conferences, clinic visits and partner meetings.
Role and Responsibilities:
Commercial Strategy & Planning
- Build and own the annual commercial strategy for the medical business, translating corporate AOP and EBITDA targets into quarterly sales, marketing and clinic operating plans with clear owners, milestones and measures.
- Develop the annual patient growth model: acquisition targets by channel, retention and renewal assumptions, revenue and margin build, and the investment required to deliver it.
- Lead competitive and market intelligence across Canadian medical cannabis and convert findings into pricing, promotion and positioning recommendations.
- Identify, evaluate and build the business case for new growth channels, including union and group benefit partnerships, long-term care and seniors' facilities, veteran and first-responder populations, insurer and payer relationships, and white-label clinic opportunities.
- Prepare executive- and board-ready materials: performance reviews, growth recommendations, risk assessments and quarterly business reviews.
Sales Leadership & Partnerships
- Own the national medical sales target; forecast monthly and quarterly performance and take early corrective action when results diverge from plan.
- Lead, coach and develop the medical sales and outreach team; translate organizational goals into individual objectives and territory plans, and conduct regular performance and pipeline reviews against clear metrics.
- Partner with Analytics and other functions to close gaps in sales data, reporting and performance metrics needed to manage the team effectively.
- Ensure timely sales reporting, performance-versus-plan updates and expense administration.
- Build and protect strategic relationships with clinics, healthcare practitioners, pharmacists, advocacy groups, unions and insurers, serving as the senior commercial contact for priority accounts and escalated matters.
- Lead the negotiation and commercial management of clinic and third-party partnership agreements; assess profitability and recommend renewal, renegotiation or exit, partnering with Legal and Finance to protect compliance, risk and margin.
- Own conferences, trade shows and sponsorships, including budgets, business representation and follow-up.
- Develop and execute wholesale and third-party partner strategies, converting agreed opportunities into coordinated operating plans and delivery.
Clinc Commercial Operations
- Partner with clinic leadership to align practitioner capacity with patient demand, ensuring consultation availability, appointment throughput and renewal cycles are optimized.
- D Own commercial performance across the patient journey—from awareness and registration through consultation, first order, renewal and reactivation—using clinic and patient data to identify opportunities and remove barriers to acquisition, conversion and retention.
- Establish and monitor clinic performance KPIs: consultation volume, conversion to registration, conversion to purchase, renewal rates, practitioner utilization, cost to serve, and patient satisfaction.
- Work with clinic operations and patient care teams to identify automation and workflow improvements that reduce cost to serve while improving patient experience.
- Ensure clinic-facing commercial activity respects the separation between clinical care, patient education and brand promotion required by regulation.
Marketing & Brand
- Own the medical marketing plan across digital, e-commerce, CRM/lifecycle, practitioner-facing and patient education channels.
- Lead the e-commerce commercial agenda in partnership with digital and analytics teams: conversion rate, average order value, basket size, promotional and bundle strategy, shipping and fee structures, and direct billing experience.
- Direct lifecycle and retention marketing — onboarding, renewal reminders, reorder prompts, lapsed-patient reactivation — with measurable targets for each program.
- Manage creative, media and brand agency relationships, including scopes of work, budgets, timelines and quality of deliverables; ensure consistency with brand guidelines across all sub-brands and patient touchpoints.
- Oversee the development of clinically credible and compliant practitioner education and sales enablement materials that equip sales teams and partners to support informed patient conversations.
- Own the medical marketing budget, manage spend against plan and use program-level ROI analysis to reallocate investment toward the highest-performing activities.
Analytics & Performance Management
- Own the medical KPI dashboard and reporting cadence; ensure leadership has a single, trusted source of truth for patient, sales, clinic and marketing performance.
- Build and maintain models for patient cohort behaviour, retention curves, lifetime value, cost per acquisition, channel ROI and margin by product format.
- Conduct pricing, promotion and product mix analysis, and make evidence-based recommendations that protect gross margin while remaining accessible to patients.
- Design and interpret A/B and campaign tests; institutionalize what works and stop what does not.
- Translate analysis into concise, decision-ready recommendations for senior leadership — the expectation is a point of view, not a data dump.
Compliance, Risk & Cross-Functional Leadership
- Ensure sales, marketing and clinic commercial activity complies with the Cannabis Act, Health Canada promotional restrictions, provincial requirements and applicable privacy legislation, including rigorous safeguards for patient information and partner confidential data.
- Partner effectively with Patient Care, Patient Benefits, Finance, Legal, Regulatory, Supply Chain, Technology and international Medical teams.
- Escalate risks early with a proposed mitigation; operate with integrity in every commercial interaction.
Qualifications and Education Requirements:
Required
- Bachelor's degree in Business, Commerce, Marketing, Health Administration, Life Sciences or a related discipline.
- Minimum 5–7 years of progressive commercial experience spanning sales and marketing, including at least 2 years in a people-leadership or team-lead capacity.
- Direct medical cannabis industry experience is required — with a Licensed Producer, medical cannabis clinic, telehealth platform, or a closely adjacent regulated healthcare environment.
- Demonstrated experience running or commercially managing a clinic — including practitioner scheduling and capacity, patient intake and onboarding, consultation and renewal workflows, and clinic performance reporting.
- Strong analytical capability — fluent in Excel (modelling, pivot analysis, scenario building) and comfortable working in BI tools such as Power BI, Looker or equivalent; able to independently build a model and defend its assumptions.
- Proven track record of owning and delivering against revenue, patient growth or margin targets.
- Comprehensive understanding of the Canadian medical cannabis industry and its regulatory framework, including the Cannabis Act, Health Canada promotional restrictions, and applicable privacy legislation such as PIPEDA and PHIPA.
- Demonstrated ability to build executive-ready materials and present confidently to senior leadership.
- Familiarity with CRM and call/activity management software, with the discipline to keep pipeline and account data current.
- Valid driver's license and ability to travel nationally; ability to pass a criminal record check as required in a regulated industry.
Strong Assets
- Experience with veteran-focused care, Veterans Affairs Canada (VAC) billing and coverage, or first-responder patient populations.
- Experience with insurer, third-party payer or group benefits coverage for medical cannabis, including direct billing.
- Experience with union or collective bargaining engagement related to health benefit coverage.
- Hands-on e-commerce experience, particularly Shopify, subscription or replenishment models, and conversion rate optimization.
- Experience with CRM and marketing automation platforms (e.g., Salesforce, HubSpot, Klaviyo) and web analytics (GA4).
- SQL literacy or comparable ability to query data directly.
- Experience supporting post-acquisition integration or standing up a newly acquired business unit.
- Pharmaceutical or medical device sales experience.
- Bilingual (English/French).
- MBA or graduate qualification in business, health administration or marketing.
Compensation:
The expected annual base salary range for this role is $110,000 - 135,000. Please note that the actual offer will be determined based on your skills, experience, education, market benchmarks, and internal equity.
Total Rewards:
At Tilray Brands, we recognize the importance of comprehensive total rewards.
We provide:
- Vacation Time & Paid Personal Time Off
- Extended Health, Dental & Vision Benefits
- Health Care Spending Account
- Cannabis Benefits & Employee Discounts
- Performance Based Incentives
- Employee & Family Assistance Program
- Growth and Internal Mobility Opportunities
Tilray welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.
Accommodations are available for applicants with disabilities throughout the recruitment process. If you require accommodations for interviews or other meetings, please advise when submitting your application.
Please note that Tilray does not authorize, engage, or sponsor any consultants, agencies or organizations that seek certain personal or financial information from you (e.g. passwords, login ids, credit card information). Tilray does not charge any application, processing or onboarding fee at any stage of the recruitment or hiring process.
Tilray does not accept unsolicited resumes from any source other than directly from a candidate. Any unsolicited resumes sent to Tilray or any of its subsidiaries, directly or indirectly, will be considered Tilray Brands, Inc. property. Tilray will not pay a fee for any placement resulting from the receipt of an unsolicited resume. A recruiting agency must first have a valid, written and fully executed agency agreement contract for engaged services to submit resumes.
