Title: Field Sales Manager – California
Location: California, United States
Salary/Pay Rate: $60,000–$70,000/year + Commission

Job Description
Sun Theory is seeking a driven and results-oriented Field Sales Manager (FSM) to lead and grow our wholesale sales presence in California. This role is responsible for building and strengthening retail partnerships, driving sell-in and sell-through, and executing field sales strategies to maximize revenue and market share. Reporting into the Regional Sales Director, the FSM will play a key role in expanding Sun Theory’s footprint by prospecting new accounts, developing strategic partnerships, and ensuring flawless in-store execution.

This is a field-based role, requiring frequent travel to retail locations throughout California.

Duties and Responsibilities

• Sales & Account Management
  • Own and drive wholesale sales within the California market, managing the full sales cycle from prospecting to closing.
  • Identify, develop, and secure new retail partnerships through solution-based selling and strong relationship management.
  • Expand and strengthen existing retail relationships by driving reorder rates, product assortment, and sell-through support.
  • Serve as the primary point of contact for accounts, providing ongoing support, product training, and merchandising guidance.
• Budtender & Retail Engagement
  • Conduct regular in-store visits to build rapport with retail staff and educate them on Sun Theory’s product portfolio.
  • Implement and support budtender incentive programs to drive advocacy and increase retail adoption of Sun Theory products.
  • Lead in-store product demos, educational sessions, and budtender training to enhance knowledge and enthusiasm.
• Field Marketing & Merchandising Execution
  • Ensure a strong in-store brand presence by optimizing merchandising, product placement, and promotional displays.
  • Oversee the execution of Sun Theory pop-ups, promotional activations, and trade events to drive consumer engagement and sales.
  • Monitor and maintain merchandising compliance, identifying areas for improvement and ensuring alignment with brand standards.
• Market Expansion & Business Development
  • Analyze market trends, competitor activity, and sales performance to identify growth opportunities.
  • Collaborate with internal teams to develop and implement targeted promotional and co-branded marketing initiatives.
  • Provide regular insights and feedback to the broader sales and marketing teams to refine strategies and improve execution.
• Reporting & Performance Tracking
  • Maintain accurate sales forecasts, CRM records, and account activity tracking.
  • Report on key sales metrics, including revenue growth, new account acquisition, and retail penetration.
  • Use data-driven insights to refine strategies and optimize sales performance.

Key Performance Indicators (KPIs)

• Revenue Growth & Sales Velocity: Achieving and exceeding sales targets through strategic account management and growth initiatives.
• Retail Penetration: Expanding Sun Theory’s footprint by opening new accounts and driving reorder rates.
• Budtender & Retail Engagement: Boosting product advocacy through education, training, and incentive programs.
• Activation & Merchandising Execution: Enhancing Sun Theory’s in-store presence through pop-ups, promotions, and merchandising compliance.