Christopher McKinney
Glass House Brands
Los Angeles,CA
7
years of professional experience
Senior trade marketing leader with 7+ years of experience building trade promotion strategy, supporting product launches, and improving retail execution in B2B environments. Leads cross-functional teams and delivers account support to strengthen brand presence. Designs CRM campaigns that drive measurable sales performance.
Work History
Sr. Trade Marketing Manager
3 Years 10 Months- Shaped trade marketing strategy, media plans, content plans, and communication ecosystem with agents.
- Developed trade presentation materials for Glass House Brands leadership and retail partners.
- Directed production of online and offline marketing assets, ensuring cohesive brand image across multiple consumer categories.
- Managed brand partnerships to identify and develop new trade line opportunities.
- Coordinated product launch with sales operations and field marketing teams to ensure execution alignment.
- Partnered with account teams on store resets and merchandising compliance across retail locations.
- Executed CRM programs across loyalty, SMS, and site/mobile messaging channels.
Trade Marketing Manager
1 Year 8 Months- Directed trade marketing calendar management for cannabis retail and dispensary partners.
- Developed sell-in materials for Glass House Farms product launches.
- Led coordination of retail promotions across store teams and account managers.
- Partnered with sales teams on promotional planning and account support.
- Managed B2B digital trade media strategies and plans.
- Monitored trade spend and maintained marketing asset libraries.
- Led team of 6 trade marketing reps, strengthening skills and capabilities.
Sales Associate
1 Year 4 Months- Closed the company’s first wholesale account by converting inbound customer service inquiry into a sale.
- Drove new sales opportunities through timely follow-up on inbound leads.
- Built and executed sales strategies aligned with customer needs and revenue growth goals.
- Led cold calling and networking outreach to sell products and services.
- Expanded customer base by prospecting new clients through calls, emails, and field visits.
Event Coordinator
3 Months- Coordinated product event schedules and vendor communications, ensuring alignment of planning activities to meet event objectives.
- Prepared detailed reports on event progress, timelines, and budgets, providing stakeholders with timely updates.
- Partnered with photographers and videographers to document key event moments, enhancing post-event promotional materials.
- Provided customer support across product selection, ordering, billing, returns, exchanges, and technical support needs.
Education
BBA - Business Administration And Management
- Member of Iota Phi Theta (May, 2011)
Skills
Trade promotion strategy
Retail marketing tactics
Product launch execution
Marketing strategy
CRM campaigns
B2B marketing
Sales pipeline management
B2B sales
Account management expertise
Client development
Presentation design
Business planning
Timeline
Sr. Trade Marketing Manager
Glass House Brands
12.2022 - 10.2026Read More
Trade Marketing Manager
Glass House Brands
04.2021 - 12.2022Read More
Sales Associate
PLUS Products
12.2019 - 04.2021Read More
Event Coordinator
PLUS Products
09.2019 - 12.2019Read More
Washington State University
BBA from Business Administration And Management
Read More