Job Description
Location:
Upstate New York Compensation:
$100,000.00/yr + commission About Us Farmer Group began as a small vegetable farm in Upstate NY and is now a leader in the NYS cannabis industry, producing premium products under brands like Florist Farms and Head & Heal. Our roots in regenerative farming and commitment to community and sustainability remain central to everything we do. Why Join Us? Competitive salary and benefits (health insurance, 401(k), PTO) Free farm-fresh vegetables, gym membership, and CBD product discounts Opportunity to drive growth in a rapidly expanding industry The Role Farmer Group's Area Sales Manager is responsible for overseeing all sales activity, account performance, and team development within a designated territory. This role provides direct leadership to Sales Representatives, ensuring execution of sales strategy, CRM discipline, territory growth, and compliance standards. The Area Sales Manager acts as the key liaison between field teams and corporate departments, using data to drive strategy, supporting dispensary relationships, and coaching field reps toward performance excellence. Key Responsibilities Team Leadership & Development Directly manage and mentor a team of Sales Representatives within the assigned territory, maintaining clear expectations for activity levels, professional conduct, and individual performance at all times Lead weekly 1:1s with each rep — structured working sessions covering pipeline health, account priorities, open opportunities, and individual development goals; not status calls Conduct regular field rides with each rep to observe live account interactions, provide real-time coaching, and evaluate CRM and sales execution in the field Own the onboarding and ramp of new Sales Representatives, from day-one orientation through full account load, ensuring new hires are productive and compliant within a defined timeline Identify skill gaps across the team and partner with the Director of Sales Operation to build individual improvement plans with measurable milestones and clear timelines Recognize and advocate for high performers — territory talent development is a core management responsibility, not a secondary one Personally share the relationships at all designated Key Accounts in the territory — Key Accounts are delegated to reps. The Territory Manager conducts or participates in every weekly check-in, and is accountable for Key Account revenue performance, the sales rep is responsible for day to day maintenance of the key account Designate Key Accounts in coordination with the Director of Sales Operations at the start of each quarter, reviewing volume, strategic importance, and competitive risk; update the list when material changes occur in the account. Territory Strategy & Execution Own and execute the regional sales plan in alignment with NYHO Labs' strategic priorities. Set territory goals and track rep-level KPIs (e.g., revenue, dispensary penetration, check-ins, CRM hygiene). Identify high-potential accounts, route optimization opportunities, and underperforming locations for intervention. Sales Operations & Analytics Hold the team to a non-negotiable standard of CRM hygiene — every store visit logged, every next step documented, every opportunity staged accurately in Salesforce before end of day Review rep CRM activity daily; identify gaps, errors, or missing follow-ups and address them directly rather than waiting for weekly reviews Monitor weekly velocity reports, sell-through data, and account scorecards provided by the Director of Sales Operation; use this data to direct rep attention where the numbers demand it Ensure consistent application of the two-phase pipeline model across the team: Phase 1 is meeting acquisition, Phase 2 is restock execution — every rep knows which phase each account is in at all times Market Intelligence & Brand Advocacy Maintain current working knowledge of competitor brand distribution, pricing activity, and promotional programs within the territory, and surface this intelligence to the Director of Sales Operations on a structured basis Monitor the licensed retail landscape — new dispensary openings, ownership changes, closures, license transfers — and flag developments within 24 to 48 hours Collaborate with Brand Managers to ensure brand standards and messaging are being executed consistently in-store, during activations, and at community events Support reps in organizing and executing store activations, brand education events, and budtender trainings, holding The Farmer Group's standard for brand representation at every touchpoint Stay current on OCM and CCB regulatory developments affecting dispensary operations and field compliance requirements Cross-Functional Collaboration Serve as the voice of the territory to internal departments — providing structured, specific feedback to the Director of Sales Operations, Brand Managers, and Distribution on what is and is not working at the account level Partner with Distribution and Inventory on product availability issues affecting rep ability to close restocks; escalate gaps with documentation and a resolution path rather than working around them Participate in monthly brand performance reviews alongside the Director of Sales Operation and Brand Managers, bringing territory-level account data, rep field observations, and execution feedback Compliance & Professional Standards Ensure all field activity within the territory complies with New York State cannabis regulations and The Farmer Group's internal standard operating procedures — no exceptions Serve as the first escalation point for compliance concerns, rep conduct issues, and account-level disputes; resolve at the field level where possible, escalate to the Director of Sales Operations with full documentation when necessary Model and reinforce the professional standards expected at every customer interaction — how reps present themselves, communicate with accounts, and represent the portfolio directly reflects this role's leadership The company reserves the right to add or change duties at any time •The company reserves the right to add or change duties at any time. Qualifications Proven ability to build and execute a sales strategy to generate and develop new business Working knowledge of Google Suite and Microsoft Office tools Highly motivated, self-directed, innovative and able to work independently or among teams with keen judgement, common sense and resourcefulness Adapts and thrives in a demanding, fast-paced environment Possesses a high level of critical thinking Operates with a high level of professionalism and integrity, including dealing with confidential information Must have a solid understanding of the cannabis laws, rules and regulations and passion to further their understanding and knowledge of the industry and the laws. Proven ability to mentor and coach sales teams; experience leading and motivating a team. 4+ years of outside sales preferably in consumer packaged goods (cannabis preferred) Demonstrated experience of exceeding sales quotas Knowledge of cannabis industry, regulations, market trends, and competition highly preferred Experience working in sales management systems (i.e., Salesforce) HS Diploma or equivalent required; Bachelor's degree preferred 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 NYS. How to Apply Submit your application by June 16, 2026. Equal Opportunity Employer We celebrate diversity and are committed to creating an inclusive workplace where everyone thrives. Pay:
From $100,000.00 per year Benefits:
401(k) 401(k) matching Dental insurance Disability insurance Health insurance Life insurance Paid time off Travel reimbursement Vision insurance Work Location:
Hybrid remote in Cortland, NY 13045
