The Vice President of Growth and Commercial Excellence drives the front-end growth agenda for the organization's outpatient imaging network and oversees the sales center of excellence. Reporting to the Chief Growth Officer, this leader operates across two connected mandates: orchestrating the front end of enterprise growth — from health system partnership strategy to the top of the de novo development funnel, and building and sustaining the systems, talent, processes, and analytics that enable the sales force to perform at its highest level.

Core Responsibilities – Growth (50%) Strategic Partnerships Strategy & Growth Planning

Support the front-end growth agenda for health system partnerships, developing the strategic framework for where and how the organization pursues joint ventures, management arrangements, and other partnership structures.

Partner with corporate development and regional leadership to identify, qualify, and prioritize prospective health systems and other strategic partners.

Support the development of the value proposition and partnership thesis for target partners — articulating the clinical, financial, and operational case for partnership for executive audiences.

Build and maintain a forward-looking view of the partnership landscape, including competitive JV activity, at-risk incumbent relationships, and white-space systems where no outpatient partner is entrenched.

Serve as the strategic connective tissue between the field-facing relationship owners and senior leadership, ensuring partnership pursuits are sequenced against enterprise priorities and resourcing capacity rather than pursued opportunistically.

Orchestrate the top of the funnel for the de novo development pipeline — establishing the process, cadence, and criteria by which recent-site opportunities are surfaced, screened, and advanced into formal approval.

Coordinate with regional and market leaders to drive geographic prioritization, reconciling local market knowledge with an enterprise-level framework for where de novo investment creates the most durable competitive advantage.

Own the front-end market evaluation methodology: define and continuously refine the analytical inputs (demographics, procedure demand and modality mix, payer landscape, competitive density, referral base, CON environment, real estate and access considerations) that determine market attractiveness and site viability.

Work with corporate development to build the commercial case for prioritized de novo opportunities — synthesizing market analysis, demand modeling, and volume ramp assumptions into a clear, defensible investment thesis.

Standardize how opportunities are packaged for review, creating a consistent set of criteria and deliverables so that leadership evaluates de novo candidates across regions.

Maintain the enterprise de novo opportunity pipeline as a managed portfolio — providing visibility into stage, priority, and expected value, and ensuring a healthy, continuously replenished funnel.

Commercial Excellence (50%)

Set the strategy, priorities, and performance expectations for sales onboarding and continuous development, leveraging the Sales Training Manager to design and execute a best-in-class program that accelerates time-to-productivity for Sales Representatives and Regional Sales Directors. Provide strategic direction and oversight of new-hire sales curricula, ensuring the Sales Training Manager develops comprehensive programs covering marketing materials, imaging modality education, referral dynamics, CRM proficiency, business intelligence tools, territory business management, and core commercial capabilities.

Establish the framework and development priorities for continuous learning,



with the Sales Training Manager building and managing learning pathways that incorporate peer coaching, field ride-alongs, virtual modules, and live advanced training to support Sales Representatives at all levels. Build a sales leadership onboarding and continuous learning program that supports regional sales director integration and development

Partner with Marketing, Clinical, and Compliance teams to ensure content accuracy and regulatory alignment

Define and track onboarding KPIs to continuously improve program effectiveness

Benchmarks, Targeting, Territory Sizing & Structure

Establish the analytical framework that defines how the sales organization is structured, where it deploys resources, and how it measures success.

Develop referral-based targeting methodologies using claims data, physician specialties, and market opportunity modeling

Define territory sizing standards that balance market potential, call capacity, account maintenance and geographic coverage across all regions

Set performance activity benchmarks by role, region, modality, and market segment to inform business planning

Collaborate with Finance and Enterprise Analytics on annual territory alignment and headcount modeling during budget planning cycles

Incentive Compensation Design

Architect and communicate incentive compensation plans that are competitive, engaging, compliant, and aligned to business objectives.

Lead the annual design and refresh of field incentive compensation plans for Sales Representatives, Regional Sales Directors and Sales VPs in partnership with Operations, HR and Finance

Ensure plans drive the right behaviors — balancing volume growth, modality mix, and margin contribution

Lead development and oversight of special incentive program requests

Play an active role in annual volume budgeting and quarterly incentive comp goal-setting

Partner with HR to benchmark compensation structures against healthcare services industry peers and adjust to maintain competitiveness

Commercial & Sales Effectiveness Analytics

Serve as the primary business partner to the central Enterprise Analytics team, translating data into actionable insights for the commercial organization.

Define the standard commercial reporting suite (e.g., volume trends, rep productivity, account penetration) and ensure consistent delivery to leadership and the field

Coordinate ad hoc analyses in response to business questions from the CGO, Division Sales VPs, and executive leadership

Champion CRM data integrity and adoption; drive accountability for CRM discipline across the sales organization

Identify competitive challenges, JV volume leakage, whitespace opportunities, and performance outliers through regular analytics reviews

Coaching & Development of Division Sales VPs

Act as a strategic thought partner to Division Sales VPs, equipping them with the tools, data, and frameworks needed to lead high-performing teams.

Conduct regular business reviews with Division VPs to discuss business planning, performance to goals, and rep development needs

Provide coaching on sales management practices, performance conversations, and talent development

Develop standardized playbooks and sales operating cadences for consistent execution across regions

Partner with HR on succession planning and high-potential identification within the field sales organization





Perform ride-alongs with a rotating subset of reps to assess and stay current on market dynamics and training needs

Oversee administrative tasks associated with running a sales organization in an efficient, fiscally responsible and compliant manner

Ensure on-boarding off-boarding process is streamlined and provide oversight as needed

Ensuring proper maintenance of sales team roster, territory IDs, etc.

Track compliance with STARK regulations and Lumexa Imaging Commercial Policies and Procedures and lead investigations of potential violations

Work with finance and P&L; owners to budget sales team expenses such as meetings, mileage reimbursement, cell phone, customer focus funds and RSD/VP travel

Periodic monitoring of T&E; policy adherence and appropriateness of expenditures

Required Knowledge, Skills, & Abilities:

Strong market and competitive analysis capability, with the judgment to convert ambiguous market information into a prioritized plan.

Executive presence and the ability to build a persuasive commercial case for both internal capital committees and external health system counterparts.

Comfort operating at the intersection of strategy and execution — setting the framework and driving the coordination that turns it into a live pipeline.

Commercial analytics fluency — able to define the reporting standards, targeting methodologies, and performance benchmarks that run a sales organization, and to translate data, CRM activity, and productivity metrics into decisions leadership can act on.

Sales enablement and capability building — ability to design onboarding, continuous learning, and playbook-driven operating cadences that accelerate time-to-productivity and raise the performance floor across reps of all tenures.

Coaching and influence without authority — credibility to act as a strategic thought partner to Division Sales VPs, coaching on sales management practices and talent development without owning the field reporting line.

Required Education and Experience:

Bachelor’s degree in Business, Healthcare Administration, Marketing, Finance, Economics, or a related discipline required; MBA or other advanced degree preferred

15+ years of progressive commercial/healthcare experience, including significant experience in healthcare services, preferably outpatient imaging or another referral-driven healthcare business.

7+ years of leadership experience in commercial excellence, growth strategy, sales operations, sales enablement, or related disciplines, including experience leading through functional managers and cross-functional teams.

Demonstrated success developing and executing commercial strategies that drive measurable revenue growth, sales productivity, referral growth, market expansion, and/or customer retention across a multi-site or geographically distributed healthcare organization.

Experience in outpatient imaging, radiology, diagnostic services, physician practices, ambulatory healthcare, or another referral-driven healthcare services environment strongly preferred.

Proven experience with sales force effectiveness, territory and account planning, CRM optimization, commercial analytics, performance management, sales enablement, and development of standardized commercial processes.

Demonstrated ability to translate market, customer, referral, and commercial data into actionable growth strategies and measurable business outcomes.

Experience partnering with executive leadership, regional sales leaders, Marketing, Finance, Operations, Clinical, Compliance, and other enterprise functions to drive commercial priorities.

Public‑company experience and/or experience operating in a highly regulated healthcare environment preferred.

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📌 Vice President, Growth and Commercial Excellence (Winnipeg)
🏢 Lumexa Imaging
📍 Winnipeg