Director, Small and Medium Markets (Toronto, ON – Hybrid)
About The Position
LifeLabs is Canada's leading provider of laboratory diagnostic information and digital health connectivity systems. With over 50 years of experience, LifeLabs is dedicated to empowering healthier Canadians through accessible, accurate, and innovative diagnostic services. The company operates Canada's first commercial genetics lab and the country's largest online patient portal, processing over 112 million laboratory tests annually with a team of over 6,000 professionals. LifeLabs is recognized as one of Canada's Best Employers, emphasizing values of caring, agility, teamwork, and a customer-centered approach, with a strong commitment to diversity, equity, and inclusion (DEI). This hybrid role, based in Toronto, ON, is for a Director, Small and Medium Markets. The position is responsible for leading client acquisition, account growth, and long-term relationship management for healthcare practitioners across Canada. As a senior commercial leader, the role involves developing and executing the national sales strategy for practitioner-facing markets, aiming to drive sustainable revenue growth, market penetration, and client retention in both Western and Eastern Canada. The Director will work closely with the Vice President to translate B2B and Health Care Practitioner sales priorities into actionable regional strategies, leading a high-performing team, building strong practitioner relationships, and ensuring measurable commercial outcomes.
Requirements
- 10+ years of progressive experience in sales, account management, or revenue leadership, ideally within healthcare, diagnostics, or pharmaceuticals.
- Demonstrated success building and leading practitioner-focused sales and relationship-driven growth strategies.
- Experience managing geographically distributed teams across multiple regions.
- Strong knowledge of Canadian healthcare markets, with exposure to both Western and Eastern Canada considered an asset.
- Strong financial acumen, with experience supporting pricing strategy, forecasting, and data-driven decision-making.
- Proven ability to operate effectively at both strategic and executional levels.
- Exceptional relationship-building, negotiation, and influencing skills.
- Strategic mindset with a strong focus on execution and measurable results.
- Practitioner- and client-centric approach to business growth and partnership development.
- Strong people leadership and coaching capabilities.
- Comfort operating in evolving, high-growth environments.
- Degree in Business Administration, Commerce, Management, or a related discipline.
Nice To Haves
- MBA or Executive MBA is preferred but not required.
Responsibilities
- Lead the national sales strategy for small and medium practitioner markets, focusing on healthcare practitioner acquisition, growth, and retention.
- Drive new business development and expand revenue within existing practitioner accounts through consultative, solution-based selling.
- Translate enterprise revenue priorities into targeted regional and segment-specific sales plans.
- Own pipeline health, forecasting accuracy, and achievement of revenue targets across assigned markets.
- Contribute to pricing strategy, revenue modeling, and commercial forecasting to support sustainable growth.
- Monitor and improve key performance indicators, including portfolio growth, net new practitioner accounts, and client retention.
- Serve as a visible external representative of LifeLabs, strengthening brand credibility and influence within the healthcare practitioner community.
- Build and maintain trusted, long-term relationships with practitioner clients and key market stakeholders.
- Partner with Marketing and Communications to support regional market activation, practitioner engagement initiatives, and targeted campaigns.
- Lead new client contract negotiations and support renewals within practitioner-focused segments.
- Provide ongoing market intelligence, practitioner insights, and client feedback to senior leadership, Product, and Insights teams to inform broader business strategy.
- Lead, coach, and develop a high-performing team of sales and account management professionals supporting practitioner markets across Canada.
- Establish clear performance expectations, accountability measures, and success metrics to drive strong commercial outcomes.
- Foster a high-performance, client-centric culture grounded in collaboration, continuous improvement, and practitioner engagement.
- Support team development through coaching, training, role modeling, and effective territory planning.
- Help shape sales incentive strategies that drive engagement, performance, and recognition.
- Collaborate closely with Product, Operations, Marketing, and Customer Success teams to support strong practitioner onboarding, adoption, and long-term value realization.
- Partner with the Vice President on national initiatives related to pricing, packaging, go-to-market strategy, and product positioning for practitioner segments.
Benefits
- Competitive coverage for employees and their families to support their overall health and wellness needs, including Extended Health Care, Dental Care, and Life Insurance.
- Retirement Savings Plan
- Vacation and Wellness Days
- Employee Wellness and Giving Programs: Our award winning mental, physical and financial wellness programs aim to address the comprehensive well-being of our team members, including resources like the Employee & Family Assistance Program, financial planning tools, and employee recognition initiatives.
- Professional development and membership reimbursement, access to preferred rates and discount programs, including WorkPerks, Home and Auto Insurance, Costco Membership, etc., and optional health-related benefits.
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What This Job Offers
Job Type
Full-time
Career Level
Director
