Jeff ‘Army’ Armstrong

Vice President Sales Excellence

Jeff ‘Army’ Armstrong has consistently built world-class sales capabilities and delivered exceptional results within both Tier 1 global organizations (Molson Coors Canada 31 years) and start up environments (SNDL 2 years). Obsessed with improving the Customer experience through flawless execution of sales fundamentals, Army was at the front of the global sales transformation at Molson Coors with implementation of a new go to market approach called Field Sales Management, supported by new iPad CRM technology and the launch of with over 300 Canadian users. He also spearheaded the National Sales Training & Development function at Molson Coors embedding The Molson Way to Sell, Manage and Merchandise. Army joined PMA Canada in May 2023, and leads our Field Sales execution teams across the country bringing his energetic leadership style, passion for coaching and commitment to improving performance to our ambition of becoming Canada’s Best Premium Beverage Alcohol Growth Partner.

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