Senior Manager, Performance Insights & Portfolio Strategy

Village Farms International (Nasdaq: VFF) is a vertically integrated global leader in cannabis and plant-based consumer packaged goods, and sustainable innovation. As one of North America’s longest-standing produce operators built on decades of expertise, we’re a company where growers, innovators, and creators come together to shape the future of high performing plant-based brands, globally.

Joining Village Farms means joining a global team built on purpose, integrity, and ambition. Here, we grow people, ideas and possibilities.

The Opportunity

The Senior Manager, Performance, Insights & Portfolio Strategy leads commercial performance management, business insights, and portfolio strategy to strengthen revenue, margin, and portfolio performance. This role translates sales, market, and competitive data into clear priorities and actions that help Sales and cross-functional teams execute effectively in market. The role leads a team responsible for performance reporting, market and competitive intelligence, and portfolio strategy, and partners with Sales, Marketing, Demand, Supply, Finance, and Business Intelligence to align decisions with business objectives, market opportunities, financial targets, and operational realities.

This is an IN-OFFICE position, can be located in either Montreal, QC; Huntingdon, QC; or Delta, BC.

What You'll Do

Commercial Performance & Business Insights

• Own recurring commercial performance reporting across revenue, volume, margin, product, customer, channel, and market measures, ensuring leaders have a consistent view of results.
• Translate performance results, trends, and variances into clear insights, recommendations, and priorities for Sales and cross-functional leadership teams.
• Partner with Sales leaders to identify performance gaps, execution opportunities, and corrective actions that improve commercial outcomes.
• Establish reporting routines and performance reviews that connect results to business priorities, accountability, and follow-through.

Portfolio Strategy & Optimization

• Build and maintain a balanced portfolio strategy aligned with growth, profitability, innovation, assortment, price positioning, and portfolio-health objectives
• Identify opportunities to increase revenue, improve margin, strengthen competitiveness, and better meet customer and consumer needs.
• Recommend portfolio actions related to new launches, optimization, rationalization, pricing, pack sizes, channels, and market opportunities.
• Evaluate portfolio performance and lifecycle considerations to focus investment and resources on the opportunities with the greatest business impact.

Market & Competitive Intelligence

• Monitor competitor launches, assortment changes, pricing movements, promotions, positioning, and broader market developments
• Assess the potential and actual impact of competitive price moves and market changes on the company’s portfolio, commercial plans, and performance.
• Synthesize market, retailer, syndicated, and internal data into practical implications for portfolio, pricing, and commercial priorities.
• Create regular market and competitive updates that help leaders anticipate risks, identify opportunities, and make timely decisions

Commercial Planning & Cross-Functional Execution

Collaborate with Marketing, Demand, Supply, Finance, Sales, and other partners to align portfolio decisions with financial targets, inventory realities, operational capabilities, and business priorities.

Work with the Business Intelligence team to develop dashboards, tools, and reporting routines that improve visibility into sales execution, portfolio performance, market trends, and opportunities.

Translate strategic portfolio priorities into clear commercial actions, decision points, and execution requirements for cross-functional teams.

Support planning cycles and priority-setting by bringing together performance, market, financial, and portfolio perspectives into a consistent fact base.

Leadership & Capability Development

• Build, lead, coach, and develop a high-performing team across performance reporting, insights, and portfolio strategy.
• Set clear objectives, priorities, accountabilities, and ways of working that strengthen execution quality and consistency.
• Develop team capability in commercial analysis, storytelling, strategic thinking, portfolio management, and stakeholder partnership.
• Build scalable processes, tools, and operating rhythms that improve the quality, speed, and impact of commercial insights and decision support.
• Other Responsibilities - Perform other duties and support evolving business priorities as assigned.

What You Bring

Bachelor’s degree in business, commerce, marketing, analytics, supply chain, or a related field.

7+ years of relevant experience in commercial strategy, sales operations, business insights, portfolio or category management, or a comparable role, including experience leading and developing a team.

Experience in cannabis, consumer packaged goods, retail, or another fast-moving industry;

Experience with retailers, distributors, provincial boards, or other complex commercial partners; experience with portfolio optimization, pricing strategy, revenue growth management, market or syndicated data, or commercial planning.

Strong commercial and financial acumen across revenue growth, margin, pricing, and portfolio profitability; advanced analytical skills

Proven ability to translate complex data into clear recommendations; experience with performance reporting, portfolio strategy, assortment planning, product lifecycle management, competitive intelligence, and market dynamics; proficiency in Excel, Power BI, or comparable reporting tools

Strong communication, prioritization, project management, problem-solving, and execution skills.

Knowledge of the Canadian cannabis market and regulatory environment is an asset

Life at Village Farms

We believe It Takes A Village ® and we mean it.

It shows up in how we support each other, how we innovate, and how we win as a team.

Our values guide every decision we make

• Versatility | Innovation | Leadership | Loyalty | Accountability | Grit | Entrepreneurship
• What you do here matters - to our people, our products, and the customers we serve.
• We’ve got you covered with company-paid comprehensive benefits and education assistance to support your growth.
• Ready to Grow With Us?
• If you want to be part of something that has real impact - we’d love to meet you.