Christopher York
Lansing,MI
Summary
Dynamic and results-driven Vice President of Marketing and Retail with extensive experience in driving scalable and sustainable business practices within rapidly evolving market conditions. Proven expertise in business and brand development, with a strong track record of success in multi-state regulatory environments. A strategic leader adept at formulating and executing innovative go-to-market strategies, optimizing supply chain operations, and enhancing customer engagement through omni-channel retail solutions. Committed to fostering a culture of excellence and collaboration, I am seeking a challenging role within a quality-oriented organization where my leadership abilities and strategic vision can contribute to achieving ambitious business objectives.
Overview
12
12
years of professional experience
Work History
Vice President of Marketing and Retail
Pure Brands
03.2023 - Current
- Spearheaded a comprehensive strategic overhaul of the company's retail, sales, marketing, operations, and compliance divisions resulting in a 4.4 million dollar reduction in annual operating costs.
- Restructured vertical and third-party supply chain operations, implementing a centralized inventory department, FIFO inventory management, and procurement best practices, to streamline processes and reduce costs.
- Constructed and owned all phases of go-to-market strategies for four vertical, and three licensing brands, significantly increasing brand portfolio and market impact.
- Developed and managed the product lifecycle for over 60 SKUs across four distinct brands, ensuring alignment with market trends and increasing retail and wholesale profitability by 32%
- Created omni-channel retail, sales, and marketing strategies to engage customers at all stages of the purchase cycle, driving 24% year-over-year sales growth.
- Developed and implemented e-commerce website and loyalty application(s), resulting in a frictionless customer experience for retail consumers, and a 40% increase in online order conversions
- Developed and implemented multiple direct-to-consumer loyalty programs, resulting in a seamless integrated customer experience for both retail and brand consumers, and a 38% increase customer lifetime values.
- Established a successful cannabis consumption event business, executing three high-profile events that generated over $500,000 in revenue and attracted over 14,000 attendees.
- Built and led a dynamic in-house marketing team, while also launching a B2B marketing services business channel, leading to a 22% increase in wholesale AOV's.
- Developed a robust marketing, sales, and retail technology stack, leading to exponential increases in brand adaptation and resilience amid volatile market conditions.
Director of Retail Operations
Chalice Brands Ltd.
01.2022 - 02.2023
- Spearheaded a strategic turnaround for the company's retail, marketing, operations, and compliance divisions during significant expansion and restructuring, driving operational excellence and profitability.
- Achieved a remarkable reduction in retail operating costs by $1.2 million within 12 months through process optimization and reengineering multiple departments.
- Initiated and implemented an advanced direct-to-consumer loyalty program, resulting in a 40% increase in average order values and significantly enhancing customer retention and satisfaction.
- Refined the organizational structure to consolidate and delineate functions across 16 retail locations, maximizing operational efficiency and enhancing service offerings.
- Developed and implemented comprehensive regulatory, inventory management, and point-of-sale training programs to ensure compliance with state regulations and enhance operational integrity.
- Reviewed pricing strategies and expanded retail channels, leading to a 36% increase in sales volume during a challenging deflationary period in the Oregon market.
- Developed and optimized organizational systems, including ERP and internal ticketing support, to increase efficiency and maintain scalability during a rapid expansion phase.
- Successfully managed the acquisition, restructuring, and operation of multiple retail and cultivation facilities in the Oregon market.
Director of Retail Operations
Verde Natural
02.2019 - 01.2022
- Increased total retail profitability by 40% by streamlining operations, reducing costs, strategically managing labor, and negotiating favorable pricing contracts with third-party vendors.
- Directed a successful operational turnaround in the Boulder market, achieving an impressive 112% growth within 12 months through targeted marketing and operational strategies.
- Drove year-over-year business growth across all locations, providing strategic vision and long-range planning to ensure sustained success and market relevance.
- Utilized market-specific performance data to evaluate and enhance operations, effectively targeting current business conditions and forecasting future needs.
- Developed and implemented employee performance targets and operational policies, promoting productivity and strengthening team performance across all levels.
- Created and implemented omnichannel marketing and sales systems, resulting in a 32% increase in average order values across retail outlets, enhancing overall revenue.
- Successfully launched a new edible brand, overseeing all aspects from concept to market introduction.
- Managed the design, licensing, and buildout for multiple dispensary locations in Southern California.
General Manager
Silver Stem
11.2014 - 02.2019
- Managed start-up, build-out, licensing, and operation for one of Portland's premiere, award-winning dispensaries.
- Established clear performance goals and metrics for revenue, P&L, customer service, and customer retention.
- Developed and maintained all store operating procedures through five years of volatile regulatory changes in the Oregon cannabis market.
- Utilized all available market data to ensure low-cost and high-value product procurement.
- Achieved positive net growth every year of business despite increased saturation and contraction in the Oregon cannabis market.
General Manager
Shear Solutions
12.2013 - 11.2014
- Managed over 120 employees at over 15 locations daily.
- Developed systems to increase business efficiency, organization, and profitability culminating in 300% growth in 12 months.
- Developed SOP's and adhered to strict state compliance requirements.
- Cultivated performance-based culture based on individual accountability, goal attainment, and team achievement.
Education
American History
Metropolitan State University of Denver
Denver, COSkills
- Strategic Leadership: Expertise in developing and executing comprehensive marketing and retail strategies that align with organizational goals, driving brand awareness and market share growth
- Brand Development and Management: Proven ability to create, launch, and manage multiple brands, ensuring consistent messaging and positioning across all channels
- Omni-Channel Marketing: Skilled in designing and implementing omni-channel marketing strategies that enhance customer engagement and drive sales across various platforms
- Data-Driven Decision Making: Expert in utilizing market research and analytics to inform marketing and retail strategies, optimize campaigns, and measure performance against KPIs
- Product Development and Lifecycle Management: Extensive experience in overseeing product development from concept to market, including managing SKU diversity and product positioning
- Customer Relationship Management (CRM): Expertise in developing and implementing CRM strategies that enhance customer loyalty and retention, resulting in increased lifetime value
- Digital Marketing and E-Commerce: Strong background in leveraging digital marketing tools and e-commerce platforms to drive online sales and enhance customer experience
- Regulatory Compliance and Risk Management: In-depth knowledge of regulatory requirements in multi-state environments, ensuring all operating practices comply with legal standards
- Cross-Functional Team Leadership: Proven ability to lead and collaborate with cross-functional teams, fostering a culture of innovation and accountability to achieve business objectives
- Change Management and Organizational Development: Skilled in managing change initiatives and developing organizational structures that support growth and operational efficiency
- Public Relations and Community Engagement: Experience in building and maintaining positive relationships with stakeholders, enhancing brand reputation through community involvement and outreach programs
- Financial Acumen and P&L Management: Strong understanding of financial principles, including budget management, forecasting, and profitability analysis to support organizational investments
Additional Information
- Professional references available upon request
Timeline
Vice President of Marketing and Retail
Pure Brands
03.2023 - Current
Director of Retail Operations
Chalice Brands Ltd.
01.2022 - 02.2023
Director of Retail Operations
Verde Natural
02.2019 - 01.2022
General Manager
Silver Stem
11.2014 - 02.2019
General Manager
Shear Solutions
12.2013 - 11.2014
American History
Metropolitan State University of Denver
Personal Information
- Willing to relocate anywhere in the US
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