Joel Brown
Toronto,ON
Summary
Sales & Business Development Executive with a proven track record in market expansion, key account strategy, and revenue growth. Expertise in scaling brands, leading high-performance teams, and optimizing sales operations in cannabis, hospitality, and CPG markets. Strong ability to navigate regulatory landscapes and execute profitable national sales strategies.
Overview
17
17
years of professional experience
Work History
Director of Sales (Key Accounts + Field Sales)
Rose Life Science - Village Farms
06.2023 - Current
- Achieved regional sales targets through effective territory management, team training and relationship building with key clients.
- Launched Pure Laine, Promenade, and Tam Tams brands beyond Quebec, building up to #3 selling Flower SKU in Canada (2024). Increased Ontario penetration from 20% to 55%.
- Expanded national market share from 2% to 3.2%, leading strategic retailer engagement. Growth to $65M in annual retail sales. Built national sales architecture from ground up, driving expansion into Ontario and Western Canada.
- Reduced Key Account spend by 15%, optimizing profitability while strengthening retailer relationships and focusing on balancing win-win margin accretive assortments.
- Led sales execution across Ontario, Manitoba, and Alberta, balancing tactical and strategic initiatives.
Regional Sales Manager - Eastern Canada
Hexo - Redecan
07.2021 - 06.2023
- Led sales growth in four out of six major cannabis categories, positioning Redecan as a dominant market player.
- Managed a portfolio of 120+ SKUs across seven brands and rationalized portfolio for profitability
- Hired, trained and managed brand ambassador team and field sales team
- Led sales-side integration for two companies during a merger, aligning teams, consolidating processes, and ensuring continuity of revenue generation throughout transition
- Launched Redecan’s Animal Rntz, fastest-selling 3.5g SKU in OCS history, driving unprecedented growth and market share
Executive Chef
Various
01.2008 - 12.2020
- Chef de Cuisine, Gusto Catering & Commissary, overseeing large-scale production, team management, and event execution. Integral part of sales process in catering, sales process and managed client relations
- Launched Gusto Green in California, an innovative cannabis-adjacent hospitality concept. Catered Hall of Flowers 2019.
- Concept development and execution with York University Student Centre’s Catering Operations and Student Restaurant.
- Co-designed Arvo Coffee’s culinary program, inclusive of SOPs, food costing, labour control, training protocols and operations management.
- Worked and trained at Toronto Michelin level operations, including Citizen Catering, Provisions Catering, Matty Matheson’s Parts & Labour, Scott Conant’s Scarpetta, Janet Zuccarini’s Gusto and Le Sélect Bistro.
Education
Diploma - Elements of AI
07-2025
Cannabis Studies Diploma - Cannabis Quality, Management And Edibles
11-2020
Diplome De Cuisine - Cuisine
08-2008
Skills
- Sales Leadership & Strategy
- Business Development
- Key Account & Retailer Management
- Team Leadership & Field Sales Management
- P&L Management & Profitability Optimization
- Data Analytics Data Driven Decision Making
- Sales team training
- Sales process optimization
- Territory management
- Sales coaching
- Strategic planning
Languages
English
Native or Bilingual
French
Limited Working
Timeline
Director of Sales (Key Accounts + Field Sales) - Rose Life Science - Village Farms
06.2023 - Current
Regional Sales Manager - Eastern Canada - Hexo - Redecan
07.2021 - 06.2023
Executive Chef - Various
01.2008 - 12.2020
University of Helsinki - Diploma, Elements of AI
Academy of Applied Pharmaceutical Science - Cannabis Studies Diploma, Cannabis Quality, Management And Edibles
Le Cordon Bleu - Diplome De Cuisine, Cuisine
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