Summary
Overview
Work History
Education
Skills
Websites
References
Timeline
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Shadia Cook

De Pere,WI

Summary

Dynamic leader with a proven track record in national business planning and execution, with an emphasis in medical sales, driving double-digit growth. Expertise in cross-functional collaboration and customer relationship management positions for impactful contributions.

Overview

15
15
years of professional experience

Work History

Sr. Director of Medical Sales

Charlotte’s Web
03.2024 - Current
  • Developed and executed national business plan for medical channel, integrating brand, channel, and distributor strategies.
  • Led rebrand and GTM strategy for clinical sub-brand; aligned sales and marketing teams for launch execution.
  • Reduced account onboarding from 30 days to 3 days via digital enablement and streamlined CRM processes.
  • Restructured inside sales org to improve profitability and new account acquisition, while strengthening retention.
  • Increased direct sales over 28% in first half of 2025 through sales coaching, strategy, and education.
  • Spearheading KOL partnerships and practitioner adoption programs, establishing relationships with top accounts.
  • Developed comprehensive marketing plans to expand product reach and customer engagement.
  • Collaborated with cross-functional teams to drive innovative product development strategies.
  • Managed relationships with key stakeholders to align business objectives and resources.
  • Mentored junior staff on best practices in strategic planning and execution processes.
  • Promoted a culture of collaboration among staff members through regular communication, feedback, and recognition.
  • Managed multiple projects simultaneously while ensuring deadlines were met.
  • Established key performance indicators to track progress towards goals.
  • Drove client satisfaction and improved support services to increase retention.

Director of Sales

Gaia Herbs PRO
08.2021 - 03.2024
  • Built and directed a national field sales force of 17+, embedding a culture of accountability and structured coaching..
  • Created a sales playbook to optimize inside and field sales performance.
  • Delivered 60% YoY revenue growth through strategic campaigns, analytics-driven territory planning, and field execution.
  • Partnered with Marketing and Training to launch 30+ new practitioner-exclusive products, including rebrands.
  • Conducted quarterly business reviews, talent reviews, and coaching cadences to elevate team performance.

Director of Sales Operations

Gaia Herbs
08.2018 - 08.2021
  • Oversaw sales ops, customer service, and medical channel performance; aligned with U.S. and global distribution strategy.
  • Led forecasting, incentive planning, and CRM optimization to improve field execution.
  • Partnered with HR and Training on field enablement programs and talent development.
  • Developed sales strategies to enhance operational efficiency across multiple departments.
  • Streamlined sales processes to improve communication between teams and clients.
  • Managed CRM systems to track sales activities and customer interactions effectively.
  • Collaborated with marketing to align campaigns with sales objectives and initiatives.
  • Led cross-functional meetings to discuss progress and address operational challenges.
  • Oversaw inventory management practices to ensure timely product availability for sales teams.
  • Worked closely with sales leadership team to identify improvement opportunities and facilitate successful solutions.
  • Monitored daily activities of the sales team to identify areas for improvement in efficiency and effectiveness.
  • Developed and implemented sales operations strategy to drive growth and profitability.
  • Collaborated closely with IT department on system upgrades or changes needed to support operational improvements.

Senior Business Development Manager

Gaia Herbs
05.2017 - 08.2018
  • Negotiated distributor partnerships and executed educational engagement strategies (webinar platform scaled from 0 to 1K+ HCPs registered on bi-monthly events).
  • Drove new business pipeline while mentoring team members in account management and customer development.

Education

B.A. - Business Management

Concordia University of Wisconsin
05.2026

Skills

  • National Business Planning & Execution
  • Strategic planning
  • Project management
  • Customer relationship management
  • Sales strategy development
  • Team leadership
  • Sales Force Effectiveness (SFE) & Coaching
  • Cross-Functional Collaboration
  • KOL Engagement
  • C-Suite Engagement
  • Digital Transformation
  • AI Sales Enablement
  • Talent Development
  • Revenue Growth
  • CRM optimization
  • Leadership development
  • Change management

Websites

References

References available upon request.

Timeline

Sr. Director of Medical Sales

Charlotte’s Web
03.2024 - Current

Director of Sales

Gaia Herbs PRO
08.2021 - 03.2024

Director of Sales Operations

Gaia Herbs
08.2018 - 08.2021

Senior Business Development Manager

Gaia Herbs
05.2017 - 08.2018

B.A. - Business Management

Concordia University of Wisconsin

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