Catherine Heath
Washington,DC
Summary
Senior enterprise SaaS sales and go-to-market leader with experience across Cisco, BroadSoft, and high-growth SaaS environments. Proven ability to support revenue-generating enterprise and mid-market sales motions, qualify and manage complex, multi-stakeholder deal cycles using MEDDPICC, and influence pipeline progression, adoption, renewals, and expansion outcomes. Experienced in operating within Cisco’s enterprise sales ecosystem, partnering with Account Executives and cross-functional teams to align customer usage metrics, renewal strategy, and measurable business impact. Recognized for strong executive presence, and data-driven commercial execution.
Overview
11
11
years of professional experience
Work History
Founding Member, Director of Business Development
Anytime Seltzer
Washington, DC
04.2024 - Current
- Founding member of the commercial team responsible for building the GTM motion from zero across DTC (Shopify) and wholesale channels
- Led full-cycle sales from outbound prospecting through negotiation and close, scaling placement to 300+ retail locations nationwide including GoPuff and Total Wine
- Owned Shopify-based DTC revenue operations including merchandising, customer acquisition, conversion optimization, and performance analysis
- Leveraged DTC and retail insights to refine pricing, product positioning, and regional GTM sequencing
- Delivered measurable ROI for partners, helping top retail accounts achieve ~200% month-over-month revenue growth
- Sold to and managed multi-threaded stakeholder groups including founders, buyers, merchandising, operations, logistics, and supply chain leaders
Director of Business Development
Flowerz
Washington, DC
04.2024 - Current
- Owned the complete sales process for multi-state wholesale expansion of hemp-derived products from lead sourcing through deal close
- Built and maintained distributor and retail partner relationships to expand footprint and revenue across new markets
- Served as lead commercial contact, ensuring alignment across sales, operations, compliance, and fulfillment
VP, Business Development & Marketing
WeedForward
Washington, DC
01.2023 - 04.2024
- Led growth strategy, enterprise client acquisition, and go-to-market execution within regulated cannabis markets
- Developed GTM narratives, pricing frameworks, and sales collateral tied directly to revenue performance and customer acquisition
- Partnered with leadership on market prioritization, expansion strategy, and product positioning
Product Specialist (SaaS)
Weedmaps
Washington, DC
01.2022 - 02.2023
- Supported enterprise SaaS sales cycles, translating platform capabilities into measurable ROI for multi-location operators
- Co-led executive-level demos and sales presentations with Account Executives, supporting pipeline progression, renewals, and expansion opportunities
- Developed SOPs and onboarding documentation to support adoption, renewals, and long-term account value
- Partnered cross-functionally with Sales, Customer Success, Product, Engineering, and Marketing to support renewals, upsells, and customer satisfaction
Sales & Business Development Lead
WYNK Seltzer
Washington, DC
03.2021 - 01.2022
- Managed end-to-end sales efforts across DTC and retail channels for a hemp-derived THC beverage brand
- Supported early-stage commercialization, pricing strategy, and launch sequencing across new state rollouts
Project Manager, SMB Collaboration Strategy & Development
Cisco
Washington, DC
08.2020 - 03.2021
- Led cross-functional SaaS initiatives spanning Sales, Product, Engineering, and Customer Success to support customer adoption, usage visibility, renewal readiness, and expansion alignment.
- Partnered with go-to-market teams to align delivery timelines with enterprise sales commitments, revenue retention, and customer success metrics.
- Supported enterprise account teams by translating platform capabilities into measurable customer outcomes, tied to adoption trends, usage data, and long-term account growth.
Digital & SMB Collaboration Sales / Product Sales Specialist
Cisco
Washington, DC
03.2018 - 08.2020
- Partnered with Account Executives on active enterprise and SMB SaaS opportunities, supporting pipeline development, MEDDPICC-based qualification, and complex deal progression.
- Applied the MEDDPICC framework to advance opportunities through discovery and validation, improving deal velocity, forecast accuracy, and qualification rigor.
- Supported usage-based and subscription SaaS pricing models, aligning customer requirements, adoption plans, and expansion potential.
- Managed a portfolio of 30+ enterprise and mid-market accounts, supporting new sales, renewals, and expansion motions across multiple territories.
- Collaborated cross-functionally with Sales, Product, and Customer Success to drive adoption metrics, usage insights, and customer outcomes tied to renewals, and upsell opportunities.
Business Development Representative
BroadSoft (Acquired by Cisco)
Gaithersburg, MD
03.2016 - 03.2018
- Owned full-cycle SaaS sales for voice and collaboration platforms, supporting new logo acquisition, and early expansion within mid-market accounts.
- Contributed to pipeline generation, opportunity qualification, and early revenue development, supporting continuity through BroadSoft's acquisition by Cisco.
- Supported BroadSoft’s post-acquisition integration into Cisco’s enterprise sales ecosystem by aligning sales messaging, pricing models, and go-to-market execution.
- Advanced multi-stakeholder deal cycles by engaging technical buyers, economic decision-makers, and operational stakeholders, reinforcing data-driven, value-based selling disciplines.
Assistant Manager
European Wax Center
Arlington, VA
09.2014 - 03.2016
- Managed a 25+ employee team and day-to-day business operations
- Drove 70% increase in sales and 50% growth in new business through local marketing and customer experience initiatives
Education
Bachelor of Arts - Communication & Journalism
Howard University
Washington, DC05-2014
Skills
Enterprise SaaS Sales & GTM
- Enterprise & Mid-Market SaaS Sales
- MEDDPICC Qualification
- Pipeline Development & Deal Velocity
- Usage-Based & Subscription Pricing
- Renewals, Upsell & Expansion Strategy
- Forecasting & Revenue Retention
Customer Outcomes & Analytics
- Customer Adoption & Usage Metrics
- ROI & Value-Based Selling
- Data-Driven Decision Making
- Performance & Funnel Analytics
Go-To-Market & Cross-Functional Execution
- Go-To-Market Strategy
- Account Planning & Stakeholder Mapping
- Executive-Level Presentations
- Cross-Functional Collaboration (Sales, Product, CS, Engineering)
Professional Strengths
- Executive Presence
- Strategic Communication
- Complex Deal Management
- Problem Solving & Strategic Thinking
Media Speaking Industry Leadership
- FOX5 DC - product launch, brand positioning, and go-to-market strategy
- Women Grow Conference - commercialization and regulated-market growth
- National Cannabis Festival - partnerships, product strategy, and consumer education
- Tom Tom Foundation 2025 Festival - entrepreneurship and innovation
Timeline
Founding Member, Director of Business Development
Anytime Seltzer
04.2024 - Current
Director of Business Development
Flowerz
04.2024 - Current
VP, Business Development & Marketing
WeedForward
01.2023 - 04.2024
Product Specialist (SaaS)
Weedmaps
01.2022 - 02.2023
Sales & Business Development Lead
WYNK Seltzer
03.2021 - 01.2022
Project Manager, SMB Collaboration Strategy & Development
Cisco
08.2020 - 03.2021
Digital & SMB Collaboration Sales / Product Sales Specialist
Cisco
03.2018 - 08.2020
Business Development Representative
BroadSoft (Acquired by Cisco)
03.2016 - 03.2018
Assistant Manager
European Wax Center
09.2014 - 03.2016
Bachelor of Arts - Communication & Journalism
Howard University