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FG
Farmer Group
Area Sales Manager
Career Insights for Territory / Regional Sales Manager
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Scorecard
Based on New York data
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What they do
A Territory or Regional Sales Manager plans and directs sale of products or services to customers in a defined company territory or geographic region. Coordinates sales distribution. Establishes sales quotas and/or goals for staff, and provides training for sales representatives. Analyzes sales data to monitor customer preferences and develops strategies for increasing sales..
$131,148 / year median in New York
-2% projected decline
Job Description
About Us Farmer Group began as a small vegetable farm in Upstate New York and has grown into one of New York State's leading cannabis companies, producing premium products under brands like Florist Farms and Head & Heal. Our roots in regenerative farming and our commitment to community and sustainability remain central to everything we do. Why Join Us Competitive base salary plus uncapped commission Health insurance, 401(k), and paid time off Free farm-fresh vegetables, gym membership, and CBD product discounts The chance to build and lead a territory in one of the fastest-growing industries in the state Real career growth as our company continues to expand statewide The Role As Area Sales Manager, you'll lead a team of Sales Representatives across a designated territory, owning everything from day-to-day coaching to territory strategy. You'll be the key link between your field team and our corporate departments — using data to drive decisions, building strong dispensary relationships, and developing your reps into top performers. This is a hands-on leadership role for someone who wants real ownership over a market and a team. What You'll Do Lead and Develop Your Team Directly manage and mentor a team of Sales Representatives, setting clear expectations for activity, conduct, and performance Run weekly 1:1s focused on pipeline health, account priorities, and development — not just status updates Ride along with reps in the field to coach in real time and evaluate execution Own onboarding and ramp for new reps, from day one through full account load Spot skill gaps and build improvement plans with the Director of Sales Operations Personally maintain relationships with your territory's Key Accounts, working alongside the assigned rep Drive Territory Strategy Own and execute your regional sales plan in line with company priorities Set territory goals and track rep-level KPIs (revenue, dispensary penetration, CRM hygiene) Identify high-potential accounts and underperforming locations that need attention Manage Sales Operations Hold your team to a high bar on CRM hygiene — visits, next steps, and opportunities logged daily in Salesforce Review rep CRM activity daily and address gaps before they become bigger problems Use weekly velocity and account data to direct where your team focuses next Stay Ahead of the Market Track competitor pricing, distribution, and promotions in your territory Monitor the local dispensary landscape and flag major changes quickly Partner with Brand Managers on in-store activations, brand education, and budtender trainings Stay current on OCM and CCB regulatory requirements affecting your territory Collaborate and Represent the Territory Be the voice of your territory to Sales Operations, Brand, and Distribution teams Flag product availability issues early, with documentation and a path to resolution Bring territory data and field insight to monthly brand performance reviews Ensure all field activity meets New York State cannabis regulations and company standards Serve as the first point of escalation for compliance or account-level issues in your territory What You Need 4+ years of outside sales experience, ideally in consumer packaged goods (cannabis a plus) A track record of building sales strategy and consistently hitting or exceeding quota Experience mentoring, coaching, or leading a sales team Comfort working in Salesforce or a similar CRM Working knowledge of Google Suite and Microsoft Office High School Diploma or equivalent required; Bachelor's degree preferred Nice to Have Existing knowledge of cannabis regulations, market trends, and the competitive landscape Established relationships within the NYS dispensary market Our Values We believe in innovation, sustainability, integrity, and making a positive impact. Join our fast-moving team of thinkers and doers dedicated to shaping the future of cannabis in New York State.