About this role.
Neo Financial is seeking a senior sales leader to direct D2C sales strategy and results for Alberta and potentially a broader assigned provincial territory. The Director will manage and mentor Regional Sales Directors, own pipeline health and sales performance, and execute multi-year growth, market-entry, and product-launch plans. This role carries significant budget accountability, including headcount, marketing, and operating spend, while partnering closely with executive stakeholders in Marketing, Product, and Operations. Success requires strategic sales leadership, rigorous forecasting, financial discipline, and the ability to build leadership bench strength in a fast-growing fintech environment.
Role DNA
A quick view of the complexity, pace, ownership and collaboration implied by the job description.
Job Complexity
5/5Pace & Pressure
5/5Autonomy Level
5/5Communication Load
5/5Salary analysis
Estimated compensation compared with the broader US market for similar roles.
Core skills
Skills and capabilities most closely associated with this opportunity.
Sample interview questions
I would begin with market segmentation, channel performance, customer acquisition economics, competitive conditions, and capacity data. I would translate those findings into clear annual objectives for growth, productivity, retention, territory coverage, and leadership capacity, then establish quarterly milestones and review mechanisms with Product, Marketing, and Operations. The plan would include explicit assumptions, investment requirements, risks, and leading indicators so it can be adapted quickly.
I set a consistent operating cadence with defined scorecards for pipeline coverage, conversion, productivity, hiring, attrition, customer quality, and forecast accuracy. I coach each leader on diagnosing performance issues and owning action plans, while avoiding unnecessary intervention in their day-to-day decisions. Escalations are reserved for material risks, and I use regular talent reviews to build succession depth.
I would monitor pipeline volume and coverage, stage conversion, sales-cycle velocity, lead response time, acquisition cost, productivity per representative, win rate, cancellation or early-life customer quality, and forecast variance. I would segment these measures by province, channel, team, tenure, and customer cohort to identify whether challenges are driven by demand generation, sales execution, capacity, or product-market fit.
I connect every budget category to a commercial outcome, including headcount productivity, marketing contribution, sales enablement, and operational costs. I use scenario planning to evaluate investment trade-offs and review actuals against forecast frequently, adjusting hiring or spend when leading indicators change. My goal is to protect profitable growth rather than optimize only for top-line volume.
I would establish a shared fact base before assigning solutions, using funnel data, customer feedback, operational capacity, and product adoption indicators. With each function, I would agree on the highest-impact constraints, define owners and deadlines, and measure outcomes through a common dashboard. This approach keeps the discussion focused on customer and revenue outcomes rather than functional blame.
Join us to build a more rewarding financial future for all Canadians
At Neo, we’re on a mission to build a more rewarding financial future for all Canadians. Life at a rapidly scaling tech startup isn’t for everyone. It’s complex, fast-paced, high-pressure, but also incredibly fulfilling. Since its founding in 2019, Neo has gained incredible traction and is one of the fastest-growing fintech companies in Canada.
#1 on Deloitte’s Technology Fast 50 for 2023, 2024, and 2025 — the first company ever to achieve a three-peat at the top!
#1 Fastest Growing Company in Canada for 2024 by Globe & Mail
Top-ranked mobile apps and credit cards
Team of 500+ people
1M+ customers
10K+ retail partners
The Director, Sales (D2C) – Alberta provides executive leadership and strategic direction for all sales activities across their assigned provinces. As a crucial leader for scaling the business, you will identify new market opportunities at a macro level and ensure regional teams remain aligned with overarching company objectives. You will serve as the ultimate owner of sales results and the health of the entire sales pipeline for a significant portion of the business.
Key Responsibilities
Executive Leadership & Management: Manage and mentor multiple Regional Sales Directors, providing the strategic guidance and support necessary to drive performance and achieve provincial goals.
Strategic Planning: Develop and execute multi-year sales strategies for the entire territory, including new market entry, product launch plans, and large-scale sales initiatives.
Budgeting & Financial Management: Manage the sales budget for the multi-provincial region, including headcount, marketing spend, and operational expenses to maximize profitability.
Performance Oversight: Monitor the performance of all provinces, analyzing high-level data and market trends to proactively identify opportunities and mitigate risks.
Talent Management: Oversee the development and retention of top-tier leadership talent, ensuring a robust succession plan for Regional Directors.
Cross-Functional Collaboration: Act as the primary sales liaison with executive-level departments (e.g., Marketing, Product, Operations) to align sales goals with company-wide objectives.
Corporate Reporting: Prepare and present high-level performance updates, forecasts, and strategic plans to the Senior Director of Sales and the executive team.
Qualifications & Expectations
Reporting Structure: This role reports directly to the Senior Director, Sales.
Leadership Excellence: You are expected to operate at a consistently high level, adhering to the core competencies defined in the Neo Leadership Skills Matrix.
Strategic Execution: Proven ability to implement large-scale, long-term sales initiatives and new business ventures across a broad territory.
Financial Acumen: Deep understanding of provincial budgets and the ability to ensure financial compliance and accurate forecasting across multiple regions.
🚀 Total Rewards
As Neo continues to grow, we’re committed to offering a competitive, market-leading rewards program that reflects the impact our team members make. In addition to salary, our program includes equity — empowering employees to share directly in our momentum today and in the meaningful value we create for years to come.
Salary: We provide a strong base salary aligned with market ranges, along with the flexibility to tailor your mix of cash and equity to match your longer term goals. Final compensation is based on your skills, experience, and scope. For exceptional talent, we’re prepared to go above and beyond.
Equity Ownership (Where Eligible): At Neo, you don’t just work here, you own a piece of what we’re building. As a full-time team member, you share directly in the upside of one of Canada’s fastest-growing companies. When we win, you win — with real ownership and meaningful long-term wealth-building potential tied to our success.
What does life as an Owner at Neo Include?
🇨🇦 You will redefine the financial landscape with top talent in Canada to help everyday Canadians win, and grow quickly while doing it
📈 For eligible roles, ownership structure that enables you to share in our path to victory
🏅Earn BIG with our short term incentive plans (STIP)
👥 Collaborating with the brightest minds to build something meaningful, united by a shared commitment to innovation, curiosity, and excellence
❤️🩹 Flexible health benefits & life insurance
🌴 21 Days PTO + stat holidays, and personal leave
💪 Health & personal spending accounts
🤑 A wide variety of discounts through our partner network
🏠 Access to early use of products and discounts on fixed-term Neo mortgages
👶 Parental top-up & equity vesting during long term leave
🎉 Neo night events
🧠 Company wide huddles, and education
Working at Neo:
The people who thrive at Neo are resourceful, growth-oriented, and driven to win. We hold ourselves to high standards because we’re on a mission that matters: to build a more rewarding financial future for all Canadians. As individuals and as a team, we constantly challenge ourselves and each other to raise the bar and deliver exceptional experiences for our customers. Our commitment to customer success drives everything we do, from building world-class products to providing exceptional support at every step of their journey. If this resonates with you, keep reading.
We trust, respect, and support each other. This means honest conversations, constructive input, and empowering each other to move fast and think big. You’ll be surrounded by people who push you to be your best. We primarily collaborate in person across our Calgary, Winnipeg, and Toronto offices, where ideas move quickly and teams build momentum together. As we continue to scale and evolve, we’re looking for builders, innovators, and problem solvers who thrive on challenge–people who would rather blaze a trail through uncertainty than follow a well-paved path.
At Neo, ownership is part of how we think and operate. For select roles, equity participation reinforces that mindset by giving employees a direct stake in the company’s long-term success. Regardless of role, every team member is expected to think like an owner and make decisions that move the business forward.
Apply with us:
We believe in equal opportunity and are committed to creating an inclusive climate where everyone can thrive. Customers trust us with their finances, so successful candidates for this position will be required to undergo a security screening, including a criminal records check and a credit check.
By continuing with your application, you agree to the Candidate Privacy Notice, which guides how we process your personal information for the purpose of your application.
Neo Financial leverages artificial intelligence (AI) to reinforce our candidate evaluation process, including the initial assessment of applications and screening of candidates. These tools support our recruitment team; however, all final hiring decisions are made by humans and are not based exclusively on automated processing. If you require further information regarding our data processing practices, please contact us.
We are hiring for an open, vacant position.
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