Caroline Cardenas
Azusa,CA
Summary
Highly celebrated and results-driven sales manager with a proven track record of 20 years in acquiring new customers, overseeing revenue streams, nurturing strong account relationships, and assembling high-performing teams. Natural problem solver with successful transition of corporate expertise into the cannabis industry for over a decade, establishing a thriving statewide network. Consistently monitoring competitors and researching market conditions to remain agile and prosperous in ever-changing environments. Persuasive negotiation skills and adept program management abilities contribute to success.
Overview
15
15
years of professional experience
Work History
Account Executive
CannaCraft
Greater Los Angeles, California, United States
10.2022 - Current
- Increased sales in current territory as well as in individual accounts that capitalize on suggested orders through Headset.
- Act as consultant and partner with buyers and GMs to help them optimize their roles and abilities while maximizing sales growth overall in their stores.
- Manage a $3M+ book of business with over 200 stores in current role.
- Achieved 15%+ increase in territory sales first year of employment over previous year.
- Improved team performance by creating training programs tailored to individual skill sets and goals.
- Mentored junior sales team members to foster professional growth and enhance overall team success.
- Analyzed market trends to inform strategic planning decisions, ensuring continued success in a competitive industry landscape.
Senior Brand Account Manager
THC Design
Los Angeles Metropolitan Area, California, United States
11.2021 - 10.2022
- Skillfully accomplished 60%+ of companies entire monthly revenue.
- Developed game plan for sales team, while setting achievable goals to push brand to profitable margin.
- Manage centralized buying conglomerates including MedMen, EAZE, Culture and Cookies locations.
- Additional smaller accounts managed across LA, Valley, LB and OC.
- Brand manager for all white label collaborations including Houseplant, WHAM, Flawless, Zabores, Flower Shop and TICAL.
- Utilized celebrity and influencer connections to expand audience reach and brand popularity.
- Planned strategic on and off site monthly events for SKUs drops, holidays, charity and celebrity collaborations.
- Developed new SKU lines and brought to market multiple, successful expansions including infused pre-rolls and pheno hunt line.
- Maintained high client retention rate by providing exceptional customer service and anticipating client needs.
General Manager/Buyer
The Parent Company
Pasadena, California, United States
09.2020 - 11.2021
- Opened first licensed shop in Pasadena under COASTAL store umbrella, called Varda, from ground up.
- Fully hired and trained entire staff for new store opening in Pasadena, Vallejo and Stockton.
- Doubled sales expectations by working with local businesses, creating strategic weekly promotions/events while coordinating sales incentives for guests to maximize customer cart value.
- Hosted and produced weekly IG LIVE cannabis education classes (Cannademics).
- Wrote weekly schedule using sales performance data to maximize profits and station employees strategically based on top skills and sales ability.
- Performance manage staff to lead them to success.
- Utilize Metrc to upload daily sales, track and trace incoming product and receive orders.
- Well versed in Flowhub POS, back of house and Flowhub integration management.
- Acted as buyer for Pasadena, Bellflower and West LA locations, created valuable brand relationships to ensure maximum margin profitability and monitored par levels to ensure optimal SKU performance.
- Assisted The Parent Co in acquisition of Coastal and trained 30+ staff on new SOPs, POS system and cash handling process.
Regional Manager
Zumiez
Downey, California, United States
08.2017 - 09.2020
- Region recognized as top in sales company wide at '100K event'.
- In charge of regional wide merchandising and product rollout.
- Coordinated 'Ski Dazzle' trade show event.
- Consistently achieved 15%+ sales gain from all stores in region.
- Generated weekly schedule for home store and regional meetings.
- Achieved lowest shrink in region.
- Supervised various locations, enforcing high-quality standards of operation.
- Ensured compliance with company policies and procedures as well as federal/state regulations by conducting regular audits of operational practices at each location within region.
Business Development / Digital Marketing Manager
Leaf and Lion
Long Beach, California, United States
05.2019 - 03.2020
- Trained staff on product/brand knowledge.
- Hosted cannabis education classes with NORML OC open to the public.
- Scheduled PADs weekly and personally handled graphics and marketing.
- Created networking relationships with local business for collaborated events.
- Hosted 'digital block parties' and online cannabis education.
- Managed shop IG and built account to 17K followers from the ground up.
Business and Marketing Consultant / Event Sales
F/ELD Extracts
Los Angeles Metropolitan Area, California, United States
08.2017 - 05.2019
- Maintained brand social media.
- Trained 15 new staff members on packaging procedures and managed performance based on efficiency and accuracy.
- Operated event booth sales and issued guest samples.
- Boosted sales revenue through the implementation of innovative promotional strategies and events.
- Increased brand awareness by developing and executing targeted marketing campaigns.
Buisness Development Manager / Digital Marketing Manager
The Weed Show
Los Angeles Metropolitan Area, California, United States
01.2015 - 11.2017
- Created training programs for staff on product knowledge and guest service.
- Implemented inventory standards and practices.
- Generated business specific SOPs.
- Produced daily show content.
- Presented project updates during executive meetings to maintain transparency around progress towards key objectives while addressing any concerns raised by leadership stakeholders.
Regional Manager
Vans, a VF Company
Glendora, California, United States
05.2012 - 08.2017
- Coordinate weekly meetings with team to improve sales, customer service, and overall quality.
- Created Excel spreadsheet, still used company wide for training, operational compliance and payroll control.
- Planned and Coordinated large scale external events such as the 'Vans US Open', Vans Pool Party, and Warped Tour.
- Voted 'Rookie of the Year' 2013 and 'Manager of the Year' 2015.
- All stores sat in the top '66' of the company during employment, while home store remained in the top #5.
- Collaborated with executive leadership to establish long-term objectives, drive growth initiatives, and align regional efforts with corporate goals.
General Manager
Riverside Cannabis Club
Riverside, CA
03.2014 - 03.2015
- Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
- Managed diverse team of professionals, fostering positive work environment and high employee satisfaction.
- Developed and implemented strategies to increase sales and profitability.
- Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.
Area Manager
GameStop
Los Angeles Metropolitan Area, California, United States
06.2009 - 05.2012
- Strategically lead a team of 47 employees within 3 locations
- Accomplished lowest shrink in the district
- Rated top 2% in the company in effort categories on a weekly basis
- Personally in charge of district wide turnover
- Acted as regional HR representative for payroll and benefits for 136 stores
- Generated district calendar as well as Excel spreadsheets for sales tracking and ordering
- Managed budget and P&L district wide
- Hosted corporate and district/regional meetings
- Home store was highest volume store in the company as well as highest grossing profit over comp numbers
- Began coordinating 'Long Beach Comic Con' with the owners of Frank & Sons and Nuke the Fridge.
Education
Associate's degree - Business Management, Marketing, And Related Support Services
Citrus College
Glendora, CA01.2008
Skills
- KPI Reporting
- Client Relationship Building
- Account Management
- Problem-Solving
- Sales Coaching
- Deal Closing
- Key account growth
- Negotiation expertise
- Sales Presentations
- Sales training and leadership
- Sales team training
- Sales strategy development
Timeline
Account Executive
CannaCraft
10.2022 - Current
Senior Brand Account Manager
THC Design
11.2021 - 10.2022
General Manager/Buyer
The Parent Company
09.2020 - 11.2021
Business Development / Digital Marketing Manager
Leaf and Lion
05.2019 - 03.2020
Regional Manager
Zumiez
08.2017 - 09.2020
Business and Marketing Consultant / Event Sales
F/ELD Extracts
08.2017 - 05.2019
Buisness Development Manager / Digital Marketing Manager
The Weed Show
01.2015 - 11.2017
General Manager
Riverside Cannabis Club
03.2014 - 03.2015
Regional Manager
Vans, a VF Company
05.2012 - 08.2017
Area Manager
GameStop
06.2009 - 05.2012
Associate's degree - Business Management, Marketing, And Related Support Services
Citrus College