Michelle Villagomez Nieto
New York,NY
Summary
Cross-functional sales & marketing professional with nearly a decade of experience building brands from the ground up. My work has consistently lived at the intersection of marketing, sales, retail, and operations, translating ambitious initiatives into scalable programs and operational processes across markets throughout the U.S. Having worked in lean, fast-growing organizations, I bring unwavering enthusiasm and an unusually broad perspective across retail marketing, commercialization, project management, and operational strategy, paired with a natural inclination for connecting dots, fostering long-standing relationships, and helping teams execute with clarity.
Overview
2
2
Languages
9
9
years of professional experience
Work History
Sales Manager
Hashbury Fleur
Remote, NJ
08.2026 - Current
- Build a wholesale territory from the ground up in the growing New Jersey market with roughly 300 retail locations.
- Develop buyer relationships and secure new accounts, with performance measured by acquisition and retention KPIs.
- Use store sales, category performance, competitive saturation, and product fit to prioritize regions and retail partners with the strongest sales potential.
- Guide prospects from initial conversation through sampling, product selection, wholesale terms, and first order, then partner with production and delivery teams to launch accounts.
- Support retail sell-through through staff education, product guides, merchandising, and in-store events.
Field Marketing Consultant
Supernaturals
Remote, NY
12.2025 - 06.2026
- Advised VP of Sales & Operations on retention-first field marketing strategy for ~175 accounts, aligning growth plans with inventory and team capacity across 600+ retailers.
- Guided allocation of ~$12K annual budget, prioritizing high-impact spend on trade shows, merchandising, and retail activations to enhance sell-through.
- Supported field coverage expansion through contract brand ambassador model, increasing statewide presence while maintaining fixed overhead.
Director of Marketing
Curador
Remote, MO
09.2025 - 12.2025
- Managed and allocated $550K+ annual budget to enhance retail education, field execution, and sell-through initiatives.
- Led regional field and brand marketing execution for three portfolio brands across the Missouri market, aligning closely with sales teams to improve retail visibility, sell-through, and in-store execution.
- Managed a team of four field representatives responsible for retail education, in-store activations, and sell-through support across key retail partners.
- Directly managed a small in-house team (jr. creative associate and marketing operations) and owned the relationship with a contracted graphic designer to ensure timely delivery of sales and retail-facing materials.
- Collaborated with sales, operations, and retail partners to assess sell-out performance, identify opportunities, and refine activation strategies.
- Supported packaging and visual identity updates, ensuring state-compliant, retail-ready designs aligned with brand positioning and improved shelf clarity.
Marketing Manager
engin
Remote, NY
08.2024 - 08.2025
- Owned B2B and B2C content strategy across Engin and Careers in Cannabis, supporting demand generation, sales enablement, and brand positioning across multiple verticals.
- Built and implemented the company's first lifecycle marketing strategy across multiple verticals (cannabis, staffing, healthcare, and tech), supporting lead nurturing and prospect education across the buyer journey.
- Managed recurring webinar series end-to-end, overseeing speaker management, scheduling, content development, attendance tracking, and post-event reporting to ensure successful execution.
- Monitored and analyzed content performance across HubSpot, LinkedIn, and YouTube, refining messaging and optimizing content formats to enhance audience engagement.
- Created long- and short-form content, including blog posts, LinkedIn copy, hiring reports, one-sheets, and partnership materials, aligning topics with audience interests and engagement trends.
- Collaborated cross-functionally with sales, customer success, and leadership to align content initiatives with organizational and pipeline goals in a lean team environment.
Marketing Operations Manager
Petalfast
Multi-State
01.2021 - 08.2024
- Led a team of 14 field marketing representatives across 3 distinct U.S. markets, overseeing execution of field marketing initiatives.
- Developed and maintained performance trackers to translate field and sales data into actionable recommendations for brand and sales stakeholders, facilitating data-driven decision-making.
- Owned end-to-end onboarding for new portfolio brands, ensuring they were operationally and retail-ready by coordinating 3PL and Shopify setup, brand education materials, field activation budgets, and digital asset access for reps and retail partners.
- Supported portfolio of emerging and established consumer brands across multiple U.S. markets by adapting field marketing strategies to align with each brand's retail priorities and market goals.
Marketing Consultant
Airfield Supply Co.
San Jose, CA
11.2020 - 03.2021
- Delivered strategic guidance on seasonal campaigns and co-branded activations, driving successful partnership launches.
- Developed and launched a retail shop-in-shop program, with 2 brand partnerships (Kiva + Cann) resulting in Clio Award-winning campaigns.
- Recruited and trained brand ambassadors to manage POS, enhancing premium shopper experience for each brand.
Marketing Coordinator
Kiva Brands, Inc.
State-Wide, CA
02.2018 - 03.2020
- Coordinated and executed 150+ trade marketing events across California, including Hall of Flowers and Grasslands at Outside Lands, driving brand exposure and consumer engagement.
- Created and managed marketing materials for four product lines, collaborating with PR agencies and graphic designers to ensure brand consistency across all channels.
- Implemented project management tools (Trello, Notion) to streamline marketing workflows, enhancing execution efficiency.
Education
Bachelor of Arts (B.A.) - Psychology
San Jose State University
San Jose, CASkills
- Account Management
- Field Marketing
- Go-to-market strategy
- Brand Marketing
- Market Positioning
- Lifecycle Marketing
- Field Activation
- In-Store Promotions
- Cross-functional project management
- Budget Management
- Performance Analytics
- Data & Performance Reporting
- B2B Marketing
Languages
Spanish
Native/ Bilingual
Portuguese
Professional
Timeline
Sales Manager
Hashbury Fleur
08.2026 - Current
Field Marketing Consultant
Supernaturals
12.2025 - 06.2026
Director of Marketing
Curador
09.2025 - 12.2025
Marketing Manager
engin
08.2024 - 08.2025
Marketing Operations Manager
Petalfast
01.2021 - 08.2024
Marketing Consultant
Airfield Supply Co.
11.2020 - 03.2021
Marketing Coordinator
Kiva Brands, Inc.
02.2018 - 03.2020
Bachelor of Arts (B.A.) - Psychology
San Jose State University