Experience

Max Distributing

• United States
• Manufacturing
• 1 - 100 Employee

• Head National Sales

  • Sep 2023 - Present



iCAN Technologies, Inc

• United States
• Software Development
• 1 - 100 Employee

• Head of B2B Sales

  • Jan 2023 - Sep 2023

  Leading new customer acquisition for B2B HR SaaS startup whose platform is designed to improve the safety, skills, training, and retention of industrial and technical workforces through its learning management and competency management systems.



Juul Labs

• United States
• Manufacturing
• 700 & Above Employee

• Region Vice President/General Manager, Southwest Sales Region

  • Mar 2020 - Aug 2022

  Core member of the Commercial Executive Leadership team with input and oversight of US commercial business including programs, pricing, channel strategies, and annual sales team goal and KPI setting and attainment. Directly responsible for growing sales in SW Region by building strategy, growing revenue through existing customer partnerships and new customer acquisition and managing execution of direct-to-retail, distributor and regional chain sales, field marketing, and legislative affairs for… Show more Core member of the Commercial Executive Leadership team with input and oversight of US commercial business including programs, pricing, channel strategies, and annual sales team goal and KPI setting and attainment. Directly responsible for growing sales in SW Region by building strategy, growing revenue through existing customer partnerships and new customer acquisition and managing execution of direct-to-retail, distributor and regional chain sales, field marketing, and legislative affairs for an area covering 8 states (TX, CO, AZ, OK, LA, NM, UT, AR) equating to ~20% of total JLI domestic business. Responsible for ~$100M annual sales and team of ~40 that deliver measurable, on-strategy results. Devised regional sales program to grow revenue and increase new product distribution with existing customer base. The results of this program led to a nation-wide roll-out and resulted in 3,000% ROI and $8 million recurring annual sales for the company. Led company effort to develop and launch commercial sales enablement curriculum and training program to train and up-skill multi-level commercial organization of ~300 sales employees.

• Vice President, Retail Operations and Services Management

  • Aug 2019 - Mar 2020

  Led team who created the strategy, tactics, and execution plan and improve existing processes to implement enhanced age verification controls across retail locations selling JUUL to prevent sales to underage consumers in support of FDA PMTA application. Played significant role in enabling sales team to secure over 50% of company’s revenue through compliant retailers since launch.

• Interim Vice President, Northeast Sales Region

  • May 2018 - Jul 2019

  Greater New York City Area Responsible for growing sales for NE Region by managing execution of direct-to-retail, distributor, regional chain sales, field marketing, and legislative affairs for northeastern US. Directly managed key distribution customer representing 29% of volume for NE US and 9% of total U.S. business, equating to $183M annual revenue and grew their business by 14% over a 2-year period through customized strategies and performance management.



Reynolds American Inc.

• Tobacco Manufacturing
• 700 & Above Employee

• Director of Trade Strategy and Operations

  • Jan 2012 - Feb 2017

  Santa Fe Natural Tobacco Co./Natural American Spirit Brand Led company efforts to develop and implement differentiated wholesale and retail programs that aligned with company KSIs to aggressively drive sales and brand growth. Oversight of $5M annual budget and a high performing team of seven direct reports to deliver measurable, on-strategy results. Accountable for creating collaborative environment that consistently challenged the status quo, changing short term tactics into sustainable strategies for maximized long-term results. Collaborated… Show more Led company efforts to develop and implement differentiated wholesale and retail programs that aligned with company KSIs to aggressively drive sales and brand growth. Oversight of $5M annual budget and a high performing team of seven direct reports to deliver measurable, on-strategy results. Accountable for creating collaborative environment that consistently challenged the status quo, changing short term tactics into sustainable strategies for maximized long-term results. Collaborated with marketing partners and external agencies to develop creative and messaging platforms that support brand equity and growth.

• Director of Integrated Cycle Planning

  • Dec 2009 - Dec 2011

  Santa Fe Natural Tobacco Co./Natural American Spirit Brand Founded team of cross-functional project managers responsible for full lifecycle implementation of integrated sales and marketing projects for the Natural American Spirit brand. Implemented new integrated project management processes and principles improving deliverable, timeline, and budget management across multiple functions, enabling the brand to secure $20M incremental marketing dollars to support brand growth. Led the project team responsible for successfully transitioning the… Show more Founded team of cross-functional project managers responsible for full lifecycle implementation of integrated sales and marketing projects for the Natural American Spirit brand. Implemented new integrated project management processes and principles improving deliverable, timeline, and budget management across multiple functions, enabling the brand to secure $20M incremental marketing dollars to support brand growth. Led the project team responsible for successfully transitioning the brand to meet expansive Federal industry regulations, resulting in a fully compliant brand with minimal disruptions to the business. Oversaw delivery of an integrated strategic marketing campaign and launch of two new products, Perique Rich and U.S. Grown, driving a 20% increase in annual growth in share of market.

• Director of Corporate Training and Development

  • Jun 2008 - Nov 2009

  Santa Fe Natural Tobacco Co./Natural American Spirit Brand Pioneered newly created position to develop all aspects of sales enablement and training tools. Developed first company-wide development roadmap for sales, including classroom training, computer-based courses, and certification requirements to fully onboard, and empower employees to perform at a high level of expertise and engagement while ensuring compliance with federal and local regulations. Enabled sales team to streamline pitches by introducing innovative sales method, 7 Slide… Show more Pioneered newly created position to develop all aspects of sales enablement and training tools. Developed first company-wide development roadmap for sales, including classroom training, computer-based courses, and certification requirements to fully onboard, and empower employees to perform at a high level of expertise and engagement while ensuring compliance with federal and local regulations. Enabled sales team to streamline pitches by introducing innovative sales method, 7 Slide Solution, which grew strategic accounts by 22% and product pricing at wholesale and chain partners.

• Director of Sales/Trade Marketing, Southeast

  • Aug 2007 - May 2008

  Atlanta, GA Led wholesale and retail sales activities in multi-state region, overseeing a team of 24 sales professionals. Developed and coached team to perform in top 10% of sales organization.

• Senior Division Sales Manager, Northeast

  • Mar 2004 - Jul 2007

  New York NY Managed sales team of eight in five-state territory. Directed strategy and sales activities to expand brand distribution and presence at nontraditional retail outlets, nightlife, and lifestyle events and venues, yielding highest level of account penetration in the country. Delivered positive business results for the brand in the HoReCa (Bar, Restaurant, Nightclub) division, resulting in the top ranking team nationally.