Work

I joined Cannabiz Media as the first sales hire when annual revenue was under half a million dollars. Over eight years, I built the company's entire sales motion from scratch, scaled it to support over four million in ARR, and transitioned the organization from founder-led selling to a disciplined, process-driven go-to-market engine.

As VP of Sales, I led a ten-person GTM organization that included five account executives, three account managers, and a HubSpot administrator. I forecasted revenue within ten percent accuracy quarterly, maintained a demo-to-close rate near forty percent across the team, and drove team efficiency to thirty-six thousand dollars per rep per month while sustaining pipeline coverage above three times quota.

I redesigned the sales workflow to reduce average sales cycles from over twenty-two days to under fourteen, led the migration from Freshsales to HubSpot to enable scalable RevOps workflows, and built land-and-expand and win-back motions that generated twenty-five percent of total revenue from existing and previously churned accounts. I closed multi-year enterprise API agreements that represented twelve percent of total ARR and protected over two million dollars in recurring revenue through upsells and resubscriptions.

Beyond building systems, I remained a player coach throughout my tenure, personally producing over one million dollars in sales while developing reps. I set the company record for the highest single-month revenue at one hundred twenty-eight thousand dollars and grew the average deal size from four thousand to over six thousand dollars. I served as a trusted advisor to hundreds of customers, from single-location operators to C-suite executives at BIC, Scotts Hawthorne, and national banks, translating complex licensing data into executable go-to-market strategies.

I sold point-of-sale and compliance software to licensed cannabis operators during a period of rapid regulatory change. I led end-to-end demos and guided customers through complex state-level reporting requirements, building pipeline from cold

outreach to close in a market that had no established playbook.

The role required fluency in both software and compliance. I adapted messaging for audiences ranging from single-location founders to multi-state operators, each with different technical needs and regulatory pressures. This experience reinforced my ability to sell into highly regulated environments where trust and expertise matter as much as product features.

I consistently exceeded quota selling commercial LED lighting solutions, generating over one hundred thousand dollars in monthly revenue. The company was recognized on the Inc. 5000 during my tenure, a period of rapid growth driven by disciplined sales execution and expanding market demand.

I managed accounts ranging from small commercial buyers to facility managers at the FAA and Wagner Equipment Company. This work taught me how to navigate channel sales, understand manufacturer-distributor economics, and close deals in environments where procurement processes moved slowly and required patience. I learned to sell value in industries where price sensitivity was high and differentiation required deep product knowledge and relationship-building.

I coordinated temporary housing placements for insurance policyholders who had been displaced by property damage. The work required reviewing lease agreements, sourcing available rentals under time pressure, and negotiating short-term lease terms with landlords on behalf of clients who were dealing with the stress of unexpected displacement.

This was not a traditional sales role, but it taught me how to operate in situations where empathy and efficiency matter equally. I learned to manage multiple stakeholders with competing priorities, to read contracts quickly, and to negotiate terms that served people who needed advocacy. The experience reinforced skills that would prove essential in later roles where understanding the customer's situation mattered as much as understanding the product.

I began as a business development representative and was promoted to account executive within eighteen months. I progressed from outbound prospecting to leading discovery calls and enterprise proposals with hotel general managers and heads of engineering. During my tenure, I contributed to securing a national contract with Hyatt Hotels, one of the largest deals in the company's history.

This was where I learned the fundamentals of enterprise sales. How to prospect. How to qualify. How to navigate complex buying committees. How to close deals that required coordination across multiple stakeholders. The experience built the foundation for everything that followed.