For over 50 years, LifeLabs has been Canada’s leading provider of laboratory diagnostic information and digital health connectivity systems, enabling patients and healthcare practitioners to diagnose, treat, monitor and prevent disease. We are passionate about empowering healthier Canadians through accessible, accurate, and innovative diagnostic services.
We are committed innovators, operating Canada's first commercial genetics lab, and the country's largest online patient portal, with more than 8 million Canadians receiving their results online. More than 112 million laboratory tests come through LifeLabs’ laboratories annually, and our team of more than 6,000 passionate, caring, and diverse professionals works together as one to provide high quality testing and results that Canadians can trust.
We know that behind every lab requisition, sample being tested, or investment in technology is an individual and their family counting on us. At LifeLabs, you can make a meaningful impact on Canadians’ lives every day.
Our teams are at the heart of everything we do. We are proud to be recognized as one of Canada’s Best Employers, reflecting our deep commitment to our core values of caring, agility, teamwork, and a customer-centered approach. As part of this commitment, LifeLabs prioritizes the ongoing development of our diversity, equity, and inclusion (DEI) program to better serve the needs of our diverse workforce and the communities we serve. We continue to take steps to challenge ourselves to act with courage and integrity, and to create an environment where people can be their true selves.
These values are not just words on a page, they guide our actions and decisions every day and have come to define our team culture.
Position Summary:
We’re seeking a Director, Small and Medium Markets to lead client acquisition, account growth, and long-term relationship management for healthcare practitioners across Canada. This is a hybrid role based in Toronto, ON.
As a senior commercial leader, you’ll be responsible for developing and executing the national sales strategy for practitioner-facing markets, with accountability for driving sustainable revenue growth, market penetration, and client retention across both Western and Eastern Canada.
Working closely with the Vice President, you’ll translate broader B2B and Health Care Practitioner sales priorities into actionable regional strategies- leading a high-performing team while building strong practitioner relationships and ensuring consistent market presence and measurable commercial outcomes.
Vacancy status: This posting is for an existing position.
What You’ll Do:Sales Strategy & Revenue Growth:
- Lead the national sales strategy for small and medium practitioner markets, with a clear focus on healthcare practitioner acquisition, growth, and retention.
- Drive new business development while expanding 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.
Client Acquisition & Relationship Management:
- 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.
Team Leadership & Sales Enablement:
- 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.
Cross-Functional Collaboration:
- 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.
What You'll Bring:
- 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.
- MBA or Executive MBA is preferred but not required.
Why Join Us?
At LifeLabs, you’ll have the opportunity to lead a critical commercial portfolio and directly shape how we engage and grow partnerships with healthcare practitioners across Canada.
This is a highly visible leadership role where you’ll influence strategy, build and develop strong teams, and help drive meaningful business growth in an organization committed to innovation, collaboration, and continuous improvement.
We’re proud to foster an inclusive and supportive environment where diverse perspectives are valued, leadership is empowered, and your work can make a meaningful impact on healthcare delivery nationwide.
What We Offer:
Salary range: $131,626 - $167,823 CAD annually (commensurate with experience).
#LI-SN1
#LI-S1
LifeLabs’ compensation programs are commensurate based on the role, skill, effort, responsibility and working conditions, irrespective of gender, race, ethnicity, beliefs, age or any other personal characteristics. Pay programs are communicated regularly in an accessible and transparent manner.
LifeLabs is also proud to offer resources, opportunities, as well as a collaborative and supportive environment that enables our team members to thrive.
In addition to a competitive compensation package, LifeLabs provides a comprehensive total rewards program, specific to the job position. Your package may include:
- Employee Group 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.
In accordance with LifeLabs’ Accessibility Policy, and the applicable Accessibility Acts within the provinces we operate in, accommodations are available by request for candidates taking part in all aspects of the recruitment and selection process. For a confidential inquiry or to request an accommodation, please contact your recruiter or email
[email protected].
Vaccinations are highly encouraged at LifeLabs’. Vaccinations and/or immunization screening may be mandatory for selected employees if regulated by provincial or regional governments, or through employer-led vaccination policies in the facilities we service. Please ensure you ask if this position requires the successful candidate to be vaccinated or undergo immunization screening.
Ready to empower healthier Canadians? Apply today!
