Director/VP Retail

Core Responsibilities

A. Financial & Commercial Performance

• Own top-line revenue, comp sales, and EBITDA performance
• Drive sales productivity (sales per square foot, UPT, conversion, AOV)
• Plan and execute regional sales strategies and promotions
• Analyze performance data and implement corrective action plans
• Manage and optimize store labor and controllable expenses

B. Multi-State Operations Leadership

• Ensure consistent execution of operating standards across all stores
• Lead inventory management, shrink control, and stock optimization
• Oversee store openings, closures, remodels, and relocations
• Maintain compliance with state-specific labor and retail regulations
• Partner with supply chain to ensure in-stock and flow efficiency

C. Customer Experience & Brand Execution

• Deliver a consistent, high-quality customer experience across all markets
• Monitor and improve NPS, customer satisfaction, and service metrics
• Ensure visual merchandising and brand standards are executed flawlessly
• Address escalations and protect brand reputation across locations

D. Talent & Leadership Development

• Hire, develop, and retain high-performing store leadership teams
• Build bench strength and succession plans for key roles
• Lead performance management cycles and calibration across stores
• Drive engagement, culture, and accountability
• Coach District/Store Managers on leadership and business performance

E. Strategic Leadership

• Translate company strategy into field-level execution plans
• Identify opportunities for market growth and store optimization
• Partner cross-functionally with HR (talent + workforce planning), Finance (forecasting, budgeting), Marketing (campaign execution), Merchandi

This role supports Florida Retail - candidates are required to live in Florida & traveling 50%-75% all retail locations throughout the state of Florida

The Head of Retail (Director/VP Retail) is a field leadership role responsible for retail operations profitability. This individual partners with senior leaders to implement initiatives, build & execute plans, create a best-in-class customer experience, and drive operational consistency across all locations that comply with all applicable laws, regulations, and company standards.

Parallel is one of the largest multi-state cannabis companies in the world, owning and operating in three markets; Florida (Surterra Wellness), Massachusetts (NETA) and Texas (Surterra Wellness).

Everyone is welcome here. Each of us is unique, and that’s what makes us amazing. We believe in inclusiveness and celebrating each person’s individuality, because there’s power in bringing people with different points of view and life experiences together. That’s why we provide equal employment opportunities (EEO). All applicants are considered regardless of race, color, religion, national origin, age, sex, marital status, ancestry, physical or mental disability, veteran status, or sexual orientation. So, bring yourself and your best ideas; when we feel safe and comfortable being ourselves, there’s no limit to what we can achieve.