Country Manager - Medical Cannabis

Country Manager - Medical Cannabis

Fully Remote in Germany

Medical Cannabis experience is required for this role. This is a hard requirement.

Company Description

Our client is a leading global producer, distributor, and brand in the medical cannabis industry, with a strong presence since 2013. Founded in Canada, they have expanded into Europe, focusing exclusively on medical cannabis since 2019. They operate in key European markets, including Germany and Poland, with a global team of over 1,000 employees, approximately 50 of whom are based in Germany and Poland. They are now looking to expand their German presence with this key hire.

Role Overview

As the German market evolves, our client seeks to strengthen its commercial presence, increase market share, and drive revenue and profitability. This Country Manager role will oversee the entire national commercial agenda in Germany, including full P&L responsibility, commercial operations, and building a high-performing sales team within 12 months.

While part of a large global company, the European team is lean, requiring a hands-on commercial leader who can strategize and execute daily tasks, including managing key customer relationships. This role is for an individual who can drive the company's growth strategy in Germany and develop a high-performing sales team.

Reporting to the Managing Director, European Markets, the Country Manager will be responsible for:

• Leading all field sales operations & wholesale.
• Driving aggressive revenue and market share growth.
• Scaling customer acquisition and engagement.
• Building and developing a top-tier national sales team.
• Implementing a high-performance, data-driven sales culture.

This is a commercial leadership role focused on revenue growth, P&L responsibilities, commercial operations, customer expansion, and sales & team leadership.

Key Responsibilities:

Commercial Strategy & Market Expansion

• Develop and execute a national commercial strategy focused on growth, penetration, and competitive positioning, with full P&L responsibilities.
• Collaborate with the Managing Director Europe to develop and execute the German commercial strategy, covering go-to-market, supply chain, and customer management.
• Identify and prioritize opportunities across key customer groups (HCPs, pharmacies, wholesalers, distributors).
• Consistently achieve and exceed monthly, quarterly, and annual sales targets.

P&L Responsibility & Commercial Operations

• Full ownership of country financial performance, including revenue growth, margin, forecasting, budgeting, and cost control.
• Develop and execute the country business strategy aligned with global objectives.
• Achieve country sales targets and operational KPIs.
• Manage, lead, and collaborate closely with cross-functional teams (commercial, sales, marketing, operations, finance, supply chain, regulatory) to ensure commercial success.
• Oversee operational performance and ensure efficient execution.
• Provide regular reporting and performance updates to regional/global leadership.

Sales Execution & Customer Engagement

• Drive all field activities across Germany, ensuring disciplined pipeline management and conversion.
• Lead major business development initiatives and secure long-term revenue partnerships.
• Maintain strong engagement with top-tier customers and strategic accounts to maximize volume contribution.
• Manage and lead all commercial activities in Germany, including direct field sales to pharmacies and wholesale operations (B2B).

Commercial Performance, Forecasting & Reporting

• Own the national sales forecast and deliver accurate, actionable pipeline insights.
• Produce weekly and monthly performance reports, identifying risks and opportunities.
• Establish KPIs and ensure rigorous tracking across all territories and team members.
• Ensure CRM adoption and data accuracy to support decision-making.

Building & Leading a High-Performance Sales Team

• Recruit, coach, and develop a top-performing national sales organization.
• Conduct ongoing field coaching, training, and performance reviews.
• Establish a culture of accountability, customer focus, and continuous improvement.
• Manage external sales partners to ensure alignment and strong ROI.

Internal Collaboration

• Work closely with Marketing, Product, Operations, and Finance to enable sales success.
• Provide market intelligence and insights to influence go-to-market strategy and operational priorities.
• Represent the German sales team in the broader European commercial environment.
• Be an integral part of the German management leadership team.

Your Profile:

We seek a proven commercial leader capable of building, scaling, and inspiring a high-performing field sales organization.

• A strong track record in sales leadership within the medical cannabis sector is a key requirement.
• Demonstrated success in delivering outstanding revenue performance.
• Experience managing or leading sales teams and driving territory expansion. Experience building a team from scratch is a bonus.
• Excellent relationship-building and negotiation skills.
• Strong analytical skills and proficiency with CRM and performance tools.
• Fluency in German and English.
• A self-driven, proactive, and entrepreneurial mindset.
• High willingness to travel across Germany.

Leadership & Personal Qualities

• Sales-driven, competitive, and motivated by ambitious goals.
• Strong communication and team leadership capabilities.
• High integrity, reliability, and ownership mentality.
• Energetic, hands-on, and ready to lead from the front.
• Resilient, adaptable, and confident in fast-changing environments.

Compensation & Benefits

• Base salary: €100,000 - €150,000 (flexible for senior candidates with industry experience).
• Performance bonus and share scheme.
• Company car.
• High-quality home office equipment.
• 30 days of holiday plus public holidays.

For further information, please apply via this site or email your CV to aj.mishra@luminorecruit.com.

We welcome referrals and offer an incentive for successful placements. Please feel free to share this opportunity with qualified individuals.