Vice President, Sales & Marketing

The 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 of companies 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 not simply on generating more revenue - it 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 provide leadership to 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 at our Fredericton, New Brunswick office 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 solid 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 of this role will be to unify Sales, Marketing and Advertising around our brand and business objectives. Our sales organization serves both B2C and B2B customers across multiple channels, and the successful candidate will ensure that how we market, advertise, communicate and sell works together as one coordinated strategy.

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

Core Responsibilities

Leadership & Team Development

- Provide overall leadership and direction to the company's Sales and Marketing teams.
- Bring Sales, Marketing and Advertising together around common brand, revenue, profitability and customer-experience objectives.
- Organize people and resources around clear priorities, responsibilities, timelines and measurable objectives.
- Delegate effectively, ensuring the right people are focused on the right opportunities while maintaining accountability for results.
- Mentor, motivate and develop team members while building a culture of initiative, collaboration, accountability and continuous improvement.
- Recognize the strengths of individual team members and create an environment where talented specialists can do their best work.
- Identify high-potential team members and create opportunities for their professional development and advancement as the organization continues to grow.
- 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 across the organization.
- Develop and execute sales strategies serving both B2C and B2B customers across retail, e-commerce, wholesale/distribution, franchise and Outpost channels.
- Establish sales targets, forecasts and meaningful KPIs and regularly evaluate performance against them.
- Strengthen sales processes, pipeline management, customer follow-up, conversion, account development and retention.
- Identify new markets, customers, partnerships, products and sales channels throughout Canada and the United States.
- Work closely with purchasing, finance and operations to align sales initiatives, inventory, pricing and promotions with profitability objectives.
- Ensure the organization remains focused on profitable growth rather than revenue growth alone.

Brand & Marketing





- Own and protect the overall 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 to both B2C and B2B customers.
- Create greater consistency in how our brands are presented across stores, websites, advertising, social media, video, franchise locations, Outpost partners and corporate communications.
- Lead the continued development of The Cabin Depot and our growing portfolio of proprietary and exclusively distributed brands.
- Establish clear marketing priorities and provide direction to our in-house creative, digital and web development resources.
- Improve the effectiveness of our advertising and marketing by connecting investment and activity to measurable sales, margin and profitability objectives.
- Oversee the company's approach to content, video, social media, email marketing and customer engagement.

Franchise Collaboration

- Meet regularly with our franchise owners to communicate national sales, marketing and advertising strategies, share best practices and ensure strong alignment across the network.
- Build collaborative relationships with franchise owners and actively seek their input and local market knowledge, recognizing that customer behaviour, competition and opportunities can vary considerably by region.
- Work with franchise locations to evaluate local sales and marketing performance, identify opportunities for improvement and ensure local advertising and brand execution remain consistent with The Cabin Depot's standards.

Advertising & Customer Acquisition

- Provide strategic oversight of Google Ads, Microsoft Ads, Meta/Facebook Ads and related PPC platforms, working with internal specialists to continually improve performance and return on advertising spend.
- Oversee customer acquisition, retention, CRM and e-commerce marketing strategies.
- Develop the framework and strategy for an affiliate marketing program, including partner selection, compensation, brand standards and performance measurement.
- Develop the framework for influencer and creator partnerships, ensuring relationships authentically align with our brands and produce measurable value.
- Use sales, customer and marketing data to identify opportunities, allocate resources and make better commercial decisions.

Technology & Continuous Improvement

- Encourage the effective use of AI, automation and emerging technologies throughout Sales and Marketing.
- Work with our internal specialists to identify opportunities where technology can improve productivity, customer experience, advertising performance, sales effectiveness and decision-making.
- Continually challenge existing processes and look for better, faster and more effective ways of accomplishing objectives.
- Experience with HubSpot, Shopify and SysPro, or comparable CRM, e-commerce and ERP 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 company strategy, growth opportunities and major initiatives.
- Translate broader company objectives into clear priorities and actionable plans for the Sales and Marketing teams.
- Support new product launches, proprietary brands, exclusive distribution relationships and geographic expansion throughout Canada and the United States.
- Bring forward opportunities, recommendations and solutions rather than simply reporting problems.
- Remain close enough to the business to understand what is happening while empowering team members to execute within their areas of expertise.

The Ideal CandidateLeadership 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, graphic designer, 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 hold people accountable for results.
- Commercial judgment and a strong understanding of sales, margins and profitability.
- Experience identifying and developing growth opportunities.
- An appreciation for the importance of brand consistency and long-term brand value.
- An understanding of both B2C and B2B sales and marketing, ideally within a multi-channel organization.
- The ability to build productive relationships with franchisees, business owners and other independent partners, balancing national strategy and brand standards with an appreciation for local market realities.
- Enough knowledge of modern marketing and advertising to effectively lead specialists, evaluate performance and make informed decisions.
- Strong communication and interpersonal skills.
- Curiosity and willingness to embrace new technologies and new ways of working.
- The confidence to make decisions combined with the ability to 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 value practical experience, sound judgment and proven ability alongside formal education.

We are looking for someone who sees this as a long-term opportunity to grow with the company. As The Cabin Depot Group continues to expand, we expect the scope and opportunities associated with this position to grow as well. The successful candidate should be motivated not only by their own professional advancement, but by the opportunity to identify, mentor and develop talented people within the organization who are ready to take on greater responsibilities as the business grows.

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

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 of us in both Canada and the United States.

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

Someone who can create 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 the franchise owners and partners who represent our brand in their local communities. Someone who sees opportunities others may miss and understands that increasing sales only matters when it contributes to a stronger and more profitable company.

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.

Benefits:

- Dental care
- Employee assistance program
- Employee stock purchase plan
- Extended health care
- Profit sharing
- RRSP match
- Vision care

Work Location: In person

📌 Vice President, Sales & Marketing (Lincoln)
🏢 The Cabin Depot Group
📍 Lincoln