Jeff Armstrong

Jeff Armstrong is a seasoned professional with extensive experience in field sales and commercial excellence within the beverage and cannabis industries. Currently serving as the Director of Field Sales Execution for Ontario and West at PMA Canada since May 2023, Jeff previously held multiple leadership roles at SNDL Inc., including National Lead and Director of Field Sales Execution, where responsibilities included building a national sales team in the competitive recreational cannabis market. Prior to that, Jeff spent over 19 years at Molson Coors Beverage Company, achieving significant results as Senior Director of Customer Experience and Commercial Excellence, where initiatives such as the Field Sales Management approach were successfully implemented. Jeff holds a Bachelor of Business Administration from the University of Regina.