Sales Director - California (SoCal)

About Us

Sunderstorm is a premier cannabis company that owns and operates the award-winning edibles brand Kanha. Based in California, the Company has over 200 employees with operations in Massachusetts, Illinois, Nevada, and Thailand. Sunderstorm is a leader in nano-tech fast acting edibles, has recently launched a line of vape products, and distributes for third-party brands in California. Serving over 1000 retail clients, Sunderstorm and its flagship Kanha gummies are a national cannabis success.

Work with Us – KANHA is excited to welcome talented builders, doers and thinkers to join our team!

If you’re ready to take the next step in your career, we encourage you to apply and prepare yourself to embark on a new blissful journey with KANHA!

So what does KANHA offer YOU?

● Comprehensive benefits package, including health insurance, voluntary coverage and a retirement savings plan option

● Paid Time Off (vacation pay, sick pay, holiday pay)

● On-the-job training to foster your growth and success

● Company events, catered lunches, team building activities and more!

● Employee Assistance Program (EAP)

● A culture founded on inclusivity and respect, where each team member's contributions are acknowledged and celebrated.

Job Summary

The Sales Director will drive revenue growth and market expansion for KANHA throughout Northern or Southern California, leading a high-performing field sales organization across territories. This role demands a strategic leader who combines analytical excellence with field execution expertise to maximize brand presence and velocity at retail.

Key Responsibilities

Revenue, Sales & Performance Leadership

• Own all revenue, sales performance, and growth metrics across California, including NorCal and SoCal.
• Lead weekly forecasting and pipeline management, providing executive visibility into market performance.
• Manage state-of-business reporting, including quarterly reviews summarizing key wins, velocity trends, and opportunities.
• Develop regional, channel, and territory-specific strategies aligned with corporate objectives, brand strategy, and innovation pipeline.

Team Leadership & Development

• Lead, coach, and develop Regional Managers, Account Executives, Regional Account Managers, and Field Marketing Representatives.
• Implement clear KPI frameworks covering sell-in, store visits, sell-through, velocity, distribution, and retail execution.
• Build a high-performance, insight-driven sales culture rooted in data, coaching, and accountability.
• Establish structured training, career development, and talent pipeline programs.

Analytics, Tools & Business Intelligence

• Utilize platforms such as Hoodie, SparkPlug, Alpine IQ, and Headset to identify growth opportunities by account, SKU, channel, and region.
• Conduct velocity, product mix, and promo efficiency analyses to guide strategic decision-making.
• Partner with Revenue Operations, Marketing, and Data teams to build automated dashboards connecting cultural activity, retail velocity, and real-time performance insights.
• Translate analytics into simple, actionable sales playbooks and account-specific strategies.

Strategic Account & Retail Management

• Cultivate senior-level relationships with key retail partners across California.
• Lead quarterly business reviews with major accounts, presenting data-backed growth plans and performance recaps.
• Negotiate annual trading terms, promotional calendars, pricing strategy, and merchandising programs.
• Elevate in-store storytelling and ensure brand-forward retail execution across displays, signage, and promotional campaigns.

Trade Marketing & Retail Execution

• Collaborate with Trade Marketing to execute programs, signage packages, activation schedules, and retail initiatives.
• Track display compliance, field execution quality, and ROI through retail reporting tools.
• Ensure every shelf and display reflects brand standards and contributes to velocity growth.

Cross-Functional Partnership

• Work cross-functionally with Marketing on integrated go-to-market campaigns that translate cultural relevance into sales velocity.
• Partner with Supply Chain and Operations on demand planning, inventory flow, and margin optimization.
• Collaborate with Product Development to guide innovation based on market insights and consumer behavior.
• Work closely with Finance and the CRO on pricing, forecasting, trade spend efficiency, and margin initiatives.

Required Qualifications

Experience

• 5-10 years progressive sales leadership experience in cannabis, liquor, CPG, or beverage industries
• Proven track record managing $15M annual revenue territories
• Experience leading distributed teams across multiple geographies
• Demonstrated success in highly regulated retail environments

Technical Competencies

• Expert proficiency in cannabis retail analytics platforms (Hoodie, Headset, SparkPlug, Alpine IQ)
• Advanced CRM capabilities (HubSpot)
• Strong financial acumen with P&L management experience
• Proficiency in data visualization and business intelligence tools

Leadership Capabilities

• Strategic mindset with operational excellence
• Data-driven decision making with strong analytical skills
• Proven ability to influence without direct authority
• Excellence in executive communication and presentation

Market Knowledge

• Deep understanding of California cannabis market dynamics and regulatory landscape
• Established relationships within California cannabis retail ecosystem
• Knowledge of competitive landscape and category trends
• Understanding of consumer behavior and purchase drivers

Compensation & Benefits

Base Salary and Commission: $150,000 (commensurate with experience)

Benefits Package:

• Comprehensive healthcare benefits
• Retirement Plans
• Mileage reimbursement and expense reimbursement
• Equity opportunity

Success Metrics (Year 1)

• Achieve 100% of revenue targets
• Achieve specified ACV growth plan for the region
• Improve Kanha’s performance against other major brands

Travel Requirements

This position requires approximately 60% travel within California, with regular presence in either Northern or Southern California markets.

Physical Requirements

● Standing/walking for extended periods of time (e.g. events)

● Occasional lifting, carrying, and moving of products, pallets, and equipment (up to 30 lbs.)

Here at Sunderstorm Inc. we offer medical, dental, vision insurance and retirement benefits. Come be a part of our growing organization and its opportunities for your career development! You will learn and develop alongside a team of professionals who aim to excel in the cannabis industry. Apply now!

Sunderstorm Inc is an Equal Employment Opportunity Employer and we welcome everyone regardless of their race, color, religion, sex, national origin, age, disability, veteran status or genetics. We are dedicated to providing an inclusive, open, and diverse work environment.