Vice President, Sales & MarketingThe Cabin Depot Group – Fredericton, NB

Full-Time | On-Site The Cabin Depot Group is a rapidly growing Canadian company serving the off-grid, recreational property, alternative energy and sustainable living markets across Canada and the United States.

Since 2013, we have grown from a regional retailer into a multi-channel group encompassing B2C and B2B sales, retail, e-commerce, wholesale and exclusive distribution, proprietary brands, franchise locations and The Cabin Depot Outpost network.

At the centre of that growth is our brand.

The Cabin Depot has been built around trust, expertise, authenticity, practical advice and a clear understanding of the customers we serve. As we enter our next stage of growth, our focus is on profitable, sustainable growth while continuing to build the long-term value of our brands.

We are seeking an experienced Vice President, Sales & Marketing to lead our Sales and Marketing teams and help drive the next stage of The Cabin Depot Group's growth.

This is an on-site executive leadership position based in Fredericton, New Brunswick and is not a work-from-home role.

The position will report directly to the President and work closely with the company's owners and executive leadership group.

The Role

First and foremost, we are looking for a strong leader.

We have talented people across sales, marketing, creative, digital, web development and emerging technologies, including AI. We are not looking for one person to replace that expertise or personally execute every function.

We are looking for someone who knows how to organize talented people, establish priorities, delegate effectively, create accountability and motivate a team to perform at a higher level.

A central responsibility will be to unify Sales, Marketing and Advertising around our brand and business objectives. Our sales organization serves B2C and B2B customers across multiple channels, and the successful candidate will ensure how we market, advertise, communicate and sell works together as one coordinated strategy.

The objective is clear: increase sales and profitability, strengthen our brands, improve the effectiveness of our advertising and marketing, and identify current opportunities for growth.

Core Responsibilities

Leadership & Team Development

- Lead the company's Sales and Marketing teams.
- Align Sales, Marketing and Advertising around common brand, revenue and profitability objectives.
- Organize people and resources around clear priorities, responsibilities and measurable objectives.
- Delegate effectively while maintaining accountability for results.
- Mentor, motivate and develop team members while building a culture of initiative, collaboration and accountability.
- Identify high-potential team members and create opportunities for their advancement as the organization grows.
- Identify gaps in capabilities, processes or resources and determine how they should be addressed.

Sales Growth & Profitability
- Identify opportunities to increase sales, gross profit and overall profitability.
- Develop strategies serving B2C and B2B customers across retail, e-commerce, wholesale/distribution, franchise and Outpost channels.
- Establish sales targets, forecasts and meaningful KPIs.
- Strengthen sales processes, pipeline management, conversion, account development and retention.
- Identify new markets, customers, partnerships, products and sales channels throughout Canada and the United States.
- Work with purchasing,



finance and operations to align inventory, pricing and promotions with profitability objectives.
- Maintain a focus on profitable growth rather than revenue growth alone.

Brand & Marketing
- Own and protect the brand identity, positioning and customer experience of The Cabin Depot Group.
- Ensure Sales, Marketing and Advertising consistently communicate who we are, what differentiates us and the value we provide.
- Create brand consistency across stores, websites, advertising, social media, video, franchise locations, Outpost partners and communications.
- Lead the development of The Cabin Depot and our growing portfolio of proprietary and exclusively distributed brands.
- Provide direction to our in-house creative, digital and web development resources.
- Connect advertising and marketing investment to measurable sales, margin and profitability objectives.
- Oversee content, video, social media, email marketing and customer engagement.

Franchise Collaboration
- Meet regularly with franchise owners to communicate national sales, marketing and advertising strategies, share best practices and maintain alignment.
- Seek franchise owners' local market knowledge, recognizing that customers, competition and opportunities vary by region.
- Help franchise locations improve local sales and marketing performance while maintaining The Cabin Depot's brand standards.

Advertising & Customer Acquisition
- Provide strategic oversight of Google Ads, Microsoft Ads, Meta/Facebook Ads and related PPC platforms, working with internal specialists to improve performance and return on advertising spend.
- Oversee customer acquisition, retention, CRM and e-commerce marketing.
- Develop the framework for affiliate marketing and influencer/creator partnerships, including partner selection, brand standards and performance measurement.
- Use sales, customer and marketing data to identify opportunities and make better commercial decisions.

Technology & Continuous Improvement
- Encourage effective use of AI, automation and emerging technologies throughout Sales and Marketing.
- Work with internal specialists to identify where technology can improve productivity, customer experience, advertising, sales effectiveness and decision-making.
- Continually challenge existing processes and seek better ways of accomplishing objectives.
- Experience with HubSpot, Shopify and SysPro, or comparable platforms, is an asset but not a requirement.

Executive Leadership
- Report directly to the President, working closely with ownership and the executive leadership group on strategy, growth opportunities and major initiatives.
- Translate company objectives into actionable plans for Sales and Marketing.
- Support new product launches, proprietary brands, exclusive distribution relationships and geographic expansion.
- Bring forward opportunities, recommendations and solutions rather than simply reporting problems.
- Empower team members to execute within their areas of expertise.

The Ideal Candidate Leadership is the most important qualification for this position.





We are looking for someone with a minimum of five years of demonstrated leadership experience and a track record of successfully organizing, developing and motivating teams.

The successful candidate should have meaningful experience in sales, marketing, brand management or a related commercial leadership role, but we do not expect them to personally be the company's best PPC specialist, content creator, web developer or AI expert.

We already have talented people with specialized skills. We need a leader who can bring those capabilities together and make the whole organization perform better.

The ideal candidate will have:

- Strong organizational, delegation and people-management skills.
- Demonstrated ability to establish priorities and accountability.
- Strong commercial judgment and understanding of sales, margins and profitability.
- Experience identifying growth opportunities.
- An appreciation for brand consistency and long-term brand value.
- An understanding of B2C and B2B sales and marketing.
- The ability to build productive relationships with franchisees and business owners.
- Enough knowledge of modern marketing and advertising to lead specialists and evaluate performance.
- Strong communication and interpersonal skills.
- Curiosity and willingness to embrace new technologies.
- The confidence to make decisions and listen to people who know more about a particular subject.

A university degree in business administration, marketing, commerce or a related discipline is preferred, although equivalent senior-level experience and a demonstrated record of leadership and results will also be considered.

We are looking for someone who sees this as a long-term opportunity to grow with the company. As The Cabin Depot Group expands, we expect this position to grow as well. The successful candidate should be motivated by their own advancement and by the opportunity to identify, mentor and develop talented people ready for greater responsibilities.

Equally important is someone who wants to become invested in the company, its people and its future - and help build something meaningful over the long term.

As a member of The Cabin Depot Group's senior executive team, the successful candidate will be eligible to participate in a share option program, providing the opportunity to benefit directly from the continued growth and success of the business.

Summary The Cabin Depot Group is entering an important stage of growth.

We have talented people, established brands, expanding B2C and B2B sales channels, a growing franchise network and significant opportunities ahead in Canada and the United States.

What we need now is a leader who can bring those people and opportunities together.

Someone who creates structure without unnecessary bureaucracy. Someone who delegates rather than tries to do everything themselves. Someone who recognizes talent, sets expectations and motivates people to perform. Someone who can bring Sales, Marketing and Advertising together behind a common brand and business strategy while building strong relationships with our franchise owners and partners.

We are not looking for someone who knows everything. We are looking for someone who knows how to lead people who know things they don't.

This is an opportunity to join the senior leadership of a growing company, influence its direction, develop people, build great teams and brands, and share directly in the value we create together.

📌 Vice President, Sales And Marketing (Fredericton)
🏢 The Cabin Depot
📍 Fredericton