Area Sales Manager - Southern California (Remote in Los Angeles or San Diego) About Tilray Beer Tilray Beer, a division of Tilray Brands Inc., is seeking personable, reliable, organized, and driven lovers of the good life to increase sales of its beloved craft brews in several of its key markets. In this role you will be responsible for building strong relationships with our customers and forging indelible connections between brands and consumers by making our products available, visible, relevant, recommended, and perfectly enjoyed every time. Our ambition is to reinvigorate the craft beer sector, becoming the fastest growing craft beer suppliers in the U.S. To achieve this, we need the very best talent on our team. Feel inspired? Then this may be the opportunity for you. If you are a self-starter who knows how to work and play hard, and you have an unwavering passion for independent, craft beer; grab your kayak and hop in the river with us! Job Summary: Drive market growth by working with our Distributors to actively manage annual business plans including volume, retail distribution and relevant, in-market events and promotions. Our Area Sales Managers will represent our beverage alcohol portfolio including: SweetWater Brewing Company, Montauk Brewing Company, Alpine Beer Company, Green Flash Brewing Company, Shock Top, Blue Point Brewing Co., Breckenridge Brewery, 10 Barrel Brewing Co., Redhook Brewery, Widmer Brothers Brewing, Square Mile Cider Company and lastly Hiball, a no alcohol, clean energy seltzer made with zero sugar, zero calories, and organic caffeine. *Preferable candidate to be based out of Los Angeles or San Diego or any surroundings around the area. Salary range: USD $80k-105k annual + other perks and benefits Car allowance is provided. Responsibilities The scope of your work performance responsibilities as Area Sales Manager will be as follows but not limited to: - Winning at Wholesaler Management - Oversee and lead trimester ABP Scorecard Performance and Planning Review process - Oversee monthly business review and planning meetings - Responsible for leading your Team to deliver against agreed upon performance measurables: - Distribution / Depletions / in-Market execution / QA / POS standards / IMIA budget management and activation - Oversee, ROI Analysis of Wholesalers incentives - Oversee, provide direction on indexing comparative sales data to identify sales and distribution opportunities and set/track benchmarks for attainable distribution in all classes of trade. - Training Team to achieve effective Wholesaler Management acumen - Oversee strategic growth of core brands. - Achieve in-Market Performance Standards - Drive Team to achieve agreed upon standards of execution against brand initiatives. - Integrate with Marketing and Managers to plan and execute core marketing initiatives leverage opportunities to general market consumer conversion to Tilray Beer brands. - Drive Team to achieve in-market activation and display execution during ads - 95% during ads / 50% during TPRs / 25% non-ad displays - Conduct in-market work-withs to develop selling skill sets and survey in-market execution. - Work with the National Account Manager to integrate market specific On and Off-Premise programs. - Work with the Business Development Director to facilitate launches of new markets. - Oversee strategic growth of core brands. - Oversee strategic planning and launch of new products - Coaching and Managing Sales Reps/ Performance and Development - Develop multi-faceted strengths of each Sales Rep by challenging them to exceed goals on both On and Off-Premises channels. - Complete the Performance and Development Review process every six months and provide clear, concise directional feedback to each individual with our goal being to identify strengths, developmental opportunities, and focus on these opportunities for improvement through leadership and in-market training. - Leadership of Wholesaler Management Teams - Training and conducting impactful / Wholesaler Team meetings, presentations, work-withs, ability to translate data - Coaching / developing selling skills acumen of Tilray Beer brands - Managing ability to grow entire portfolio / Smart Incentives - Managing ability to properly develop new products - Monitor Quality Assurance audit results (3/year per Wholesaler) - Facilitate New Product Launches - Ensure proven business model launches are adhered to - Attend / oversee new product launch kick-off meetings - Monitor 30/60/90/120-day execution / distribution / sales goals. - Budget Management / R.O.I. Discipline - Stay within quarterly/annual IMIA, T/E budgets statewide by Wholesaler and Sales Reps - Analyze R.O.I. / apply sound judgment to brand imagery Administration Details - Completion of monthly admin tasks of work calendar, T&E report, VIP report analysis, weekly/monthly account visitation log, MDM incentives, etc. - Provide VP of Sales with a monthly recap (Monthly Business Performance Review process) of sales and distribution measurables against goals and identify cure plan strategies to close gaps. Job Requirements: - 5-7 years of experience in Wholesaler Management - 3-5 years of sales experience in both, distribution and supplier side - 3-5 years of experience managing a team to successful completion of goals - Bachelor’s degree preferred About Tilray Brands, Inc. Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages. Responsible to preserve and safeguard all confidential information that comes to their knowledge in the course of employment with Fresh Hemp Foods Ltd. Tilray welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.  Tilray does not use artificial intelligence tools to screen, assess, or select applicants. Accommodations are available for applicants with disabilities throughout the recruitment process. If you require accommodations for interviews or other meetings, please advise when submitting your application. Please note that Tilray does not authorize, engage, or sponsor any consultants, agencies or organizations that seek certain personal or financial information from you (e.g. passwords, login ids, credit card information). Tilray does not charge any application, processing or onboarding fee at any stage of the recruitment or hiring process.  Tilray does not accept unsolicited resumes from any source other than directly from a candidate. Any unsolicited resumes sent to Tilray or any of its subsidiaries, directly or indirectly, will be considered Tilray Brands, Inc. property. Tilray will not pay a fee for any placement resulting from the receipt of an unsolicited resume. A recruiting agency must first have a valid, written and fully executed agency agreement contract for engaged services to submit resumes.

POSITION SUMMARY & PURPOSE The National Director of Sales Training is responsible for building and leading the training infrastructure that develops high-performing Business Development and Admissions teams, while also equipping Executive Directors and local market leaders with the skills needed to drive growth at the center level. This role owns onboarding for BD and Admissions, along with ongoing development, certification programs, and sales leadership training across the organization. The focus is to ensure consistent sales execution, strong local market ownership of growth, and a repeatable approach to pipeline development and conversion. The principal functions of the position identified shall not be considered as a complete description of all the work requirements and expectations that may be inherent in the position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position. POSITION ESSENTIAL DUTIES & RESPONSIBILITIES The following are duties and responsibilities that the National Director of Sales Training shall provide: Onboarding (BD & Admissions Only) • Design and lead a structured onboarding program for all Business Development and Admissions representatives • Define and manage 30/60/90-day ramp plans with clear performance milestones • Ensure new hires are equipped with sales process knowledge, messaging, systems training, and field readiness • Standardize onboarding across all markets to ensure consistency in execution Ongoing Development and Certification • Build a continuing education framework for BD, Admissions, Executive Directors, and local market leaders • Develop and manage certification programs for core competencies such as clinical value proposition, referral partner engagement, payer navigation, and objection handling • Implement advanced training and refresher programs for tenured team members and leadership • Track certification progress and ensure accountability across roles Sales Methodology and Enablement • Develop and maintain standardized sales playbooks, messaging frameworks, and objection handling guides • Implement and reinforce a consistent sales methodology across BD, Admissions, and local market leadership • Ensure alignment between training, operational workflows, and growth expectations at the market level Coaching and Leadership Development • Establish structured coaching frameworks for Sales Directors, Regional leaders, Executive Directors, and managers • Train Executive Directors and local market leadership on sales fundamentals, referral growth, community engagement, and pipeline ownership • Design and deliver leadership training focused on coaching, accountability, and driving local market performance • Support field execution through ride-along, market visits, and real-time coaching Training Infrastructure and Delivery • Own and manage the organization’s learning infrastructure, including, training content, and certification tracking • Build scalable training programs that support both in-person and virtual delivery • Plan and deliver national sales meetings, onboarding sessions, and ongoing development workshops Performance Alignment and Continuous Improvement • Partner with sales leadership to identify performance gaps across BD, Admissions, and markets • Deploy targeted training programs to improve execution and growth performance • Align all training initiatives with pipeline development, conversion, and overall market growth goals • Continuously refine training content based on performance data and field feedback

• Drive CRM (salesforce.com) improvements, projects and user support. • Create and maintain standard Dashboards and Reports, support the business providing data analysis. • Train commercial teams on system and processes and ensure compliance. • Maintain system effectiveness by managing day-to-day maintenance activities and resolving user related issues. • Translate business needs into technical requirements.

• Meeting and/or exceeding sales goals in an assigned territory by developing, implementing, and executing an integrated territory business plan encompassing key customer target • Will demonstrate subject matter expertise concerning scientific and clinical information for Acoramidis • Takes a customer centric-approach and engage customers in clinically relevant discussion utilizing approved materials • Will effectively analyze sales data to identify opportunities for business growth or areas of concern in their territory • Be responsible for territory business planning and execution of key company initiatives • Will adhere to company guidelines and demonstrate honesty, integrity, trust, respect, and accountability and perform all responsibilities in accordance with company policies and procedures and applicable state and federal rules and regulations • Compliantly partners with Medical Science Liaisons, Field Reimbursement, Patient Access, HUB and other key cross-functional team members to develop strategies to ensure a high level of customer satisfaction • Develop and implement a dynamic territory business plan by analyzing the business, competitive landscape and territory market to drive business. Develops, nurtures and maintains professional relationships with targeted KOLs including physicians, medical staff, and key hospital personnel and multi-disciplinary center staff • Navigates the hospital formulary process and develops and implements strategies to ensure successful product positioning and availability • Anticipates potential business challenges, adjusts priorities as needed, demonstrates flexibility, and develops solutions to address challenges • Maintains an exceptional level of proficiency in selling skills, clinical, market and product knowledge and the business environment of the territory • Collaborates with peers and company personnel to ensure corporate objectives and initiatives are achieved • Effectively plans and organizes schedule to ensure maximum efficiency and use of time to accomplish goals and objectives • Acts as an ambassador on behalf of the company. Presents a professional image and represents the company, products and people with integrity and respect • Completes tasks and projects assigned by Sales Leadership • Ensures that all activities are following applicable regulations, compliance and Pharma guidelines