• Spearhead wholesale revenue of over $100 million for 6 states in the Western region with a sales team of 60+ for one of the largest cannabis companies in the world
• Forecast detailed annual, quarterly, monthly, and weekly sales across multiple states and multiple brands
• Held #1 market share in Oregon, Colorado, Arizona, California and Utah
• Organized and executed over 14 product launches in two years time

EXPERIENCE

Vice President of Sales, West

Cannabis Company #1- August 2020-August 2022

• Spearheaded wholesale revenue for 6 states in the Western region (Arizona, California, Colorado, Nevada, Oregon, Utah)

• Responsible for YOY revenue growth of +14% between 2020/2021, on pace for +7% between 2021/2022 ($98 million/2020, $112 million/2021, and $120 million/2022).

• Reach of approximately 1,440 wholesale accounts (+25% increase YOY) and 4,400 Points of Distribution (+97% increase YOY).

• Forecasted detailed annual, quarterly, monthly, and weekly sales across multiple states and multiple brands, as well as Biomass with a portfolio of eight vape cart lines, six edible lines, two concentrate lines, tinctures, beverage enhancers, flower, and partnerships with various brands.

• Trained and led 60+ Sales Team members including seven State Sales Directors as direct reports with 25+ Account Executives, 25+ Brand Ambassadors, and Sales Coordinators.

• Orchestrated and strengthened team effectiveness which resulted in dominate vape position and market share in major markets.  

• Organized and executed multiple launches across the West region

Director of Sales and Marketing

Cannabis Company #2 July 2019 – August 2020

• Responsible for sales revenue and strategy for three cannabis brands: Brand #1 (cartridges, concentrates, pre-rolls, CBD) Brand #2 (edibles, concentrates, CBD) and Brand #3 (glass pre-rolls, CBD).

• Project lead on Brand #2 launch in California (2019), including operations timeline, inventory, and strategy.

• Project lead on Brand #3 launch in California (Q1 2020), including operations timeline, inventory, and strategy.

• Activated 200+ licensed accounts within 3 months of launch, +25% revenue increase year to year. Highest sales growth in the history of the company.

• Created SOPs for Sales, Marketing, and Manufacturing Departments for better efficiencies and management.

• Forecasted manufacturing priorities, quantities, and timeline by category and by sku.

• Responsible for transition from third party distribution to internal direct sales.

• Hired, trained, and directed current sales and marketing teams.

• Reported directly to CEO and top investors.

Director of Sales

Cannabis Company #3 Dec 2017-Feb 2019

• Responsible for generating sales revenue for a licensed cannabis company (130+ employees) which manufactures and self-distributes 19 skus of carts, pre-rolls, CBD, and edibles. Reported directly to CEO.

• Managed, hired and trained a sales team of 11 across the state of California which achieved $10.4 million in sales in 2018. Activated 300+ licensed accounts in accordance with BCC regulations.

• Doubled sales from 2017 to 2018 despite regulation changes, inventory issues, and product delays.

• Personally responsible for seven “White Label” private brands resulting in $1.2 million in incremental sales. A to Z consulting in brand creation, order/inventory management, price negotiation, compliance, and distribution.

• Oversaw Marketing department and lead the creation of materials and promotions, tech sheets and website.

• Contributed to product creation, trainings and launches of 4 sub-brands as well as launching of 19 skus.

• Managed and launched order management, CRM, and SOPs across Sales, Invoicing, Fulfillment, Transportation, Marketing and White Label departments.

• Spearheaded the Logistics & Transportation department, which allowed for self-distribution and State expansion. This included hiring and training a team of order management, dispatch and drivers.

• Managed 21 people across multiple departments.

United States Brand Manager

Champagne & Liquor Brands July 2013-Dec 2017

• Oversaw the Western half of the United States for Champagne brand.

• Generated and managed sales in 10 states across 3 regions: West, Central, and Control.

• Exceeded sales goals in 2014 (+18%), 2015 (+34%) and 2016 (+12%) despite annual price increases.

• Accelerated growth in each region by spending over 100 days in market annually.

• Keynote speaker at 50+ consumer events annually including classroom seminars, tastings and dinners.

• Increased sales numbers in on/off premise channels working directly with distributor partners.

• Educated and trained distributors, sommeliers and consumers on the brand and other areas of expertise.

• Main presenter at Guild of Sommeliers Champagne Masterclass for an audience of top sommeliers in 5 cities.

• Enhanced B2B business with LVMH partner companies such as Bulgari, Louis Vuitton and Benefit.

CEO

Consulting- June 2012-July 2013

• Advised strategic branding, marketing and direct-to-consumer wine sales as well as international/national sales.

• Focused on product analysis, market analysis, forecasting and business planning.

• Analyzed, created, and redefined brand image and message to ensure relevancy in today’s marketplace.

• Increased visibility and brand awareness through innovative marketing and demographic targeting.

• Responsible for all direct-to-consumer communication and growth, and discovery of untapped avenues.

Director of Sales and Marketing

Winery April 2008-June 2012

• Managed national wholesale distribution in 23 active states and international distribution in 3 countries.

• Grew sales and achieved 10-30% profit increase annually since hired in 2008.

• Oversaw all direct-to-consumer sales (tasting room, wine club, e-commerce), national sales (direct-to-trade, wholesale distribution), international sales, and marketing (social media, website, and printed materials).

• Managed and hired internal sales team and oversaw growth of wine club sales and tasting room sales.

• Spearheaded direct-to-trade sales in 10 states.

• Established and grew marketing partners including: Sundance Film Festival, Napa Valley Film Festival, NASCAR, San Francisco Chronicle, 7x7 Magazine.

Director of Sales and Marketing, Co-Founder

ABC Wine Co.- April 2008-June 2012

• Co-founded and originated a Napa Valley Cabernet Sauvignon

• Led the design and creation of label, marketing materials, website, and blog.

• Managed all national and international sales, direct-to-trade, direct-to-consumer, and e-commerce.

• Found and built successful partnerships with distributors and brokers in 3 countries and 27 states.

EDUCATION

• Master of Business Administration 2022
• Bachelor of Arts, Communications, High Honors 2004
• United States Senate, Commerce Committee, Washington, D.C. 2004
• Scuola Leonardo da Vinci, Florence, Italy 2002