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
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
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
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
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
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
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
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
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
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
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
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