Vice President, Sales & Distribution

The Vice President, Sales and Distribution ("VP") will lead AMA's commercial evolution, developing and executing integrated distribution strategy that drives profitable growth, market expansion, and deeper customer engagement.

Reporting directly to the Chief Operating Officer, Insurance Services, and serving as a key member of the Executive Leadership Team, the VP will oversee strategy and execution across a diverse, multi‑channel ecosystem.

Key Responsibilities

• Develop and execute the company’s sales and distribution strategy aligned with corporate growth and profitability objectives.
• Serve as a key member of the Executive Leadership Team, contributing to enterprise strategy, planning, and decision‑making.
• Lead initiatives that expand market presence, improve distribution efficiency, and enhance customer acquisition and retention.
• Identify and develop new distribution opportunities, partnerships, and channels that support long‑term growth.
• Oversee agency channel performance, governance, compliance, and sales productivity.
• Lead and manage broker distribution strategy and relationships, improving engagement and profitability.
• Drive digital distribution strategy for online sales platforms, digital broker tools, and customer engagement solutions.
• Provide executive leadership for insurance marketing and customer acquisition initiatives.
• Mentor and develop high‑performing teams across sales, agency operations, marketing, and digital functions.
• Establish and monitor KPIs for distribution performance, sales growth, and channel profitability.
• Use data analytics and market intelligence to guide strategy and decision‑making.
• Report results, insights, and recommendations to COO and Board as required.

Key Qualifications

• 15+ years of progressive leadership experience in insurance or financial services, with significant responsibility in sales, distribution, or broker management.
• Strong foundational knowledge of insurance products, underwriting dynamics, and the P&C regulatory environment.
• Proven track record leading multi‑channel distribution strategies, optimizing agency operations and scaling broker channels.
• Experience driving digital innovation and enabling omnichannel capabilities that enhance customer experience and operational efficiency.
• Strategic marketing leadership and ability to transform marketing into a data‑driven business driver.
• Strong problem‑solving, risk management, and decision‑making skills in ambiguous environments.
• Able to work in a family‑oriented culture and collaborate across functions.

Education

• Bachelor’s degree in business, marketing, finance, or a related field.
• MBA or advanced degree preferred.

Location

• Edmonton, Alberta – five days per week in office.

Personal Attributes

• Influence & Alignment – exceptional stakeholder management to drive outcomes without direct authority.
• Authentic Executive Presence – polished communication and relationship management skills for senior stakeholders.
• Member‑centric mindset – focus on long‑term relationships and member value over “win‑at‑all‑costs.”
• Transformation Leadership – high‑integrity, supportive, and respectful style that drives operational and cultural change.

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