GILYAN NICKELSON
Sacramento,CA
Summary
Driven, self-motivated leader with a unique blend of industry knowledge, cannabis culture, professionalism, networking, business development, merchandising expertise, knack for win-win partnerships, team building, education and an ability to increase sales with a passionate spirit while creating an enriching environment for customers and team members to grow.
I am a mother to a 18 year year old daughter with epilepsy and the entire reason I left the natural products industry and dove head first into CBD sales over 8 years ago.
Overview
21
21
years of professional experience
Work History
NorCal Regional Manager
Binske
Northern California
12.2023 - Current
- Brings transparency and integrity (while building deep repore) to the sales process.
- Surpassed every monthly and quarterly sales goal and hit all stretch goals here at Binske since January 2024.
- Builds strategic partnerships with accounts leading with a relational mindset rather than transactional. Always mindful of the longterm bridge building between brands that leads to deeper mutual growth.
- Collaborated with executive leadership to establish long-term objectives, drive growth initiatives, and align regional efforts with company goals.
- Increased customer satisfaction with timely resolution of escalated issues and proactive communication on product updates.
- Developed and executed successful business plans that resulted in improved market share and profitability within the region.
- Expanded regional presence by researching potential markets, developing strategic partnerships, and opening new doors.
- Boosted regional sales by implementing targeted marketing strategies and fostering strong client relationships.
- Work in unison with the Petalfast sales team, Key Acct. Manager and Brand Manager to cast the widest net and fulfill the highest level of coverage for all NorCal doors
Director of Business Development
Ispire Dope Hardware
04.2022 - 12.2022
- Selling innovative vaporizer hardware, disposables, batteries and induction dab devices to some of the largest cannabis companies in California
- Developing business in the greater United States and beyond
- Extending white glove service to our partners, creating cutting edge designs and custom hardware for rebranding or brand refreshes
- Working with our design team in China to up the look of many brands we work with
- Helping new companies in the Cannabis and hemp space to launch their brands and build their business
- Co-collaborating with partners on events and parties
- Hosting Daab bars at events for our customers and budtenders.
California Central Buyer
Cookies Enterprises
10.2019 - 03.2022
- Curating California's finest menu's within the Cookies and Lemonnade retail stores
- Source, evaluate and select brands that comply with Cookies Culture
- Establish solid processes, writing SOP's, involving contracting with vendors and distribution companies
- Drive savings, increase revenue, manage risk and oversee all buying operations for Cookies Enterprises
- Execute directives from Berner/CEO
- Communicate with all retail partners in all matters pertaining to inventory, logistics and risk management
- Manage vendor relations and purchasing with a focus on win-win partnerships, consistency, pricing, product availability and payment terms
- Establish and maintain measurable performance metrics for all levels of purchasing activities to include but not limited to supplier performance, fill rates, on time delivery, supplier quality, order placement and financial (AP) performance including sales, inventory turns, sku rationalization, gross margin dollars and ROI
- Analyze data to curate the most relevant menu for each stores unique demographic
- Analyze trends with a magic matrix of social media, music and a finger on the pulse of what's hot before it drops in California cannabis
Account Executive
Cannacraft-AbsoluteXtracts, Care By Design, Satori Chocolate, Hifi
09.2015 - 10.2019
- Covering Humboldt, Mendocino, Sonoma and Contra Costa counties
- Aggressive territory sales growth YOY 2015-2016 (211%), YOY 2016-2017 (199%), YOY 2017-2018 (150%)
- New business development, strong partnerships, bringing trust and integrity to a very guarded territory, large and small events, staff trainings, demos, merchandising, sales growth with sell through plans, implemented flagship accounts with display cases that showcased our brands as well as store locator support, consistent audits and filling distribution gaps, evangelize our brands and keep staff members excited about our products
- Create brand loyalty everywhere I sold.
Northern California Sales Representative
EO Products/Small World Trading Co.
02.2015 - 09.2015
- Covering Marin, Sonoma, Napa, Mendocino and Humboldt accounts (Independent Health Food Stores and Whole Foods Markets)
- Managed Whole Foods NorCal regional Key Account
- Built strong partnerships and grew mutual sales
- Exceeded Sales goals by selling big displays, case stacks and pallet deals to independent accounts and Whole foods markets
- In charge of training staff members, upselling, filling distro gaps, making sure my accounts had our top sellers and training teams on the mission and vision of the brands.
Director of Northern California Regional Sales
Pacifica Beauty
06.2009 - 06.2010
- Grew successful partnerships between Pacifica and retailers
- Educated Sephora cast members on our brand as we were brand new to the Sephora world
- Educated all teams between Sephora, Wholefoods Markets and independent health food stores
- Assisted stores in placing orders, filled distribution gaps, sold in new products, executed seasonal campaigns by order proper sku mix, built gorgeous displays and supported sell through.
Territory Manager/Broker
Retail Alliance
10.2007 - 06.2009
- Represented 15 lines, some of which include: Aloe Life, Mychelle Dermaceuticals, Do Matcha, Herbs etc, MRM, Wisdom Stevia
- Created successful partnerships between our manufacturers and retailers, promo planning/advertising, merchandising and creating spectacular, successful end caps, staff/spot training, assisted stores in placing orders, filled gaps and placed new items.
Territory Manager
Mary Hada, Inc.
10.2006 - 10.2007
- Successful distribution of new products/brands, executed seasonal campaigns by ordering proper sku mix, building stunning displays and supporting sell through
- Cultivated strong business partnerships with buyers and team leaders, supported new store openings with merchandising expertise, decorated the showroom and had double digit territory growth.
Whole Body Team Leader & New store opening special ops team member
Whole Foods Market
01.2003 - 04.2006
- Grew the whole body department sales YOY by 40% within the first 6 months, met and exceeded margin targets in part by efficient category management and inventory control, provided overall management and supervision of a team of 11
- Executed all regional and National programs, led team members to achieve goals and mission of WFM including extraordinary customer service, profitability and merchandising standards, responsible for team member hiring, development, evaluations and terminations, empowered and coached team members to be excellent merchandisers, built strong partnerships with the vendor community to increase mutual sales
- I was chosen to be a part of a multi state new store operations team
- We opening Bellvue washington, Portland Oregon and Vancouver Canada stores.
Skills
- Territory Management
- Goals and performance
- Project Management
- New Business Development
- Sales Development
- Personnel Oversight
- Industry Expertise
- Sales and marketing strategies
- Order Management
- Sales Planning
- Negotiation
- Customer Service
Timeline
NorCal Regional Manager
Binske
12.2023 - Current
Director of Business Development
Ispire Dope Hardware
04.2022 - 12.2022
California Central Buyer
Cookies Enterprises
10.2019 - 03.2022
Account Executive
Cannacraft-AbsoluteXtracts, Care By Design, Satori Chocolate, Hifi
09.2015 - 10.2019
Northern California Sales Representative
EO Products/Small World Trading Co.
02.2015 - 09.2015
Director of Northern California Regional Sales
Pacifica Beauty
06.2009 - 06.2010
Territory Manager/Broker
Retail Alliance
10.2007 - 06.2009
Territory Manager
Mary Hada, Inc.
10.2006 - 10.2007
Whole Body Team Leader & New store opening special ops team member
Whole Foods Market
01.2003 - 04.2006