Founded by a Commercial Leader Built in Growth, Retail, and Execution
Leadership Behind the Growth
The Growth Collective is led by Sam Vanderveer, a senior commercial and merchandising executive with deep experience across cannabis, retail, operations, product, and strategic growth.
About Sam
Sam has built his career at the intersection of strategy and execution, leading growth across retail, merchandising, product, operations, and commercial development. With more than 20 years of leadership experience, he has worked across complex business environments where success required sharp commercial thinking, operational discipline, strong partnerships, and market-facing execution.
Core expertise
Commercial Strategy
Merchandising Leadership
Cannabis Retai
Go-to-Market Planning
Product and Portfolio Strategy
Brand and Partner Development
Store and Customer Experience
Pricing and Promotional Strategy
Category Growth
Executive Leadership Support
Leadership philosophy
The best growth leaders know how to move between the big picture and the execution details. That philosophy sits at the centre of The Growth Collective: clear thinking, strong commercial instincts, disciplined execution, and deep respect for the work it takes to build a lasting business.