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VP of Brand Management
LOOKING FOR:
Permanent
YEARS OF EXPERIENCE:
16
EXPERTISE:
Product Marketing and Brand Development

CarmineHighly experienced VP of Brands passionate about the cannabis industry

Relevant Skills

Implement and lead innovative strategies, engaging with consumers, driving revenue

Expertise Summary
  • Carmine brings extensive experience in sales, marketing, brand development, merchandising, national account management, experiential events, strategic partnerships, data analytics, and team building.
    • He has 4+ years of experience in the cannabis and wellness industry, and 12+ years in the alcohol beverage sector.
    • He uses his insights, skills, and passion to create, implement and lead innovative strategies to engage with consumers and trade communities alike, successfully driving revenue and exceeding goals in highly competitive and regulated industries.
  • As VP of Brands for a multi-state cannabis operator, Carmine created, implemented, and executed the go-to-market strategy and SOPs for their award-winning flagship brand, ensuring brand cohesion and consistency across all touch points as the brand expanded to new markets, exceeding target sales goals by 30%.
  • Carmine built and implemented a highly targeted market strategy for a premier beer company based on impactful consumer engagement, trade advocacy, community partnership, product and category education, and best-in-class brand promotions.
    • He annually oversaw 75+ retail programs, partnerships, and events designed to drive incremental sales, increase brand awareness, and create brand affinity within the category and beyond.
    • A passionate and mindful leader, Carmine grew and managed a team from 6 existing leads in 4 focus markets to a team of 24 highly motivated sales activation specialists in 17 focus markets, resulting in the fastest-growing brand and most profitable beer and the overall fastest-growing European beer brand in the US during his tenure.
  • Carmine leveraged field and retail activities to gain new account placements, drive velocity, and upsell orders, adding 450+ targeted points of distribution within focus markets in his initial year as National Director, and 700+ targeted PODs the following year with sales velocity increasing +30% consistently each year, +20% over goal.
    • He created a similar single-market strategy for a hard seltzer brand, integrating sales and marketing objectives via field engagement, sampling programs, and impactful retail merchandising, resulting in a 70% increase in sales and a 2.4X distribution footprint within the first 6 months of the program.
  • Carmine prides himself on proactively identifying, supporting, and promoting a culture of inclusion, respect, creativity, and trust within his divisions to create a positive working experience across all departments.
    • He demonstrates an unwavering commitment to consistently identifying routes to success, no matter how challenging.

2022 Tri-State Cannabis Salary Guide

Salary guide download for the Tri-State cannabis market

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2023 Cannabis Industry Salary Guide

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