Director, Retail Sales & Customer Experience

Summary

This multi-brand Canadian retailer has a significant national footprint and an ambitious growth agenda. Operating across multiple provinces and markets, the organization has built its success by combining strong retail execution, entrepreneurial thinking, and a customer-first approach. As the business continues to scale, they are looking for a Director, Retail Sales & Customer Experience to help define what exceptional selling and customer engagement look like across the organization.

This is a highly visible opportunity for a commercial retail leader who understands how to turn strategy into action at store level. The Director will build the sales and customer experience framework that connects customer insight, selling behaviours, education, digital discovery, field execution, and performance measurement. Working closely with senior leadership and cross-functional partners, this individual will help create a more consistent and compelling customer journey while identifying practical opportunities to improve conversion, average transaction value, loyalty, and repeat business.

This is not a traditional store operations role. It is an opportunity to influence how hundreds of retail teams engage customers, sell more effectively, and create experiences that keep customers coming back.

Hybrid - 50% work from home and 50%  in office - Downtown Toronto

Responsibilities

Description

• Develop and lead an integrated retail sales and customer experience strategy across both physical and digital channels.

• Translate broader commercial priorities into practical sales initiatives, field programs, and customer experience standards.

• Establish clear selling behaviours around customer discovery, recommendations, trade-up opportunities, complementary selling, loyalty, and repeat visits.

• Create scalable sales playbooks, coaching tools, campaign guides, and education programs that can be consistently executed across a large store network.

• Partner with field leadership to strengthen sales coaching capabilities and embed effective selling behaviours at store level.

• Assess the end-to-end customer journey and identify opportunities to improve product discovery, customer confidence, conversion, pickup, and repeat purchase.

• Work closely with digital teams to strengthen the connection between online discovery and the in-store customer experience.

• Spend meaningful time in the field observing customer interactions, listening to frontline teams, identifying barriers, and testing new approaches.

• Develop a focused performance scorecard incorporating sales, conversion, customer feedback, digital behaviour, and field adoption.

• Use customer data, operational insight, and store-level observations to identify performance gaps and recommend practical solutions.

• Build a disciplined test-and-learn approach for new sales initiatives, determining what should be expanded, modified, or discontinued.

• Monitor customer feedback, reviews, surveys, and other available insights to identify recurring themes that impact loyalty and commercial performance.

• Partner closely with Retail Operations, Merchandising, Marketing, Digital, Technology, and Learning & Development to ensure sales priorities are aligned and executable.

• Provide senior leadership with clear insight into what is working, where opportunities exist, and where cross-functional action is required.

• Help create a culture where exceptional customer experiences and strong commercial performance reinforce one another.

Requirements

Requirements

• 7+ years of progressive leadership experience within multi-unit retail, customer experience, sales enablement, commercial operations, or a related environment.

• Strong understanding of store-level selling and the behaviours that influence conversion, basket growth, loyalty, and repeat visits.

• Experience developing retail sales strategies, field programs, selling tools, education, or customer experience initiatives across multiple locations.

• Demonstrated ability to move comfortably between strategy and hands-on execution.

• Experience working with field leaders and store teams to introduce, coach, and sustain new behaviours.

• Strong understanding of both digital and in-store customer journeys and how they intersect.

• Commercially minded with the ability to translate data and customer insight into clear action.

• Strong communication, facilitation, coaching, and influencing skills.

• Comfortable working across multiple functions and building alignment without relying on direct authority.

• Experience within a fast-paced, highly regulated, or rapidly scaling retail environment would be considered an asset.

• Entrepreneurial, curious, and comfortable working in an organization that continues to evolve.

• Able to travel periodically to stores and markets across Canada.