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Merchandising Executive
Sales, brand management, business planning, and category management

WillOver 2 decades of experience in sales and brand management

Relevant Skills

Driving profitable growth, Creating sales planning teams, Utilizing market data and customer insights

Expertise Summary
  • Will, MBA, has 25+ years of experience in sales, brand management, business planning, category management, merchandising operations, consumer insights, sales planning, P&L management, customer engagements, and innovation–industries: CPG, Independent Hardware Wholesale & Retail, and Cannabis.
  • Will is a roll-up-your-sleeves leader who leverages a diverse and successful background to ensure results.
    • He has enjoyed several wonderful experiences, ranging from finding innovative ways to drive profitable growth for iconic brands to helping 4,000+ independent hardware stores be more relevant to their shoppers.
    • He enjoys building and leading high-performing, cross-functional teams in pursuing business opportunities across new consumer segments, product categories, and retail channels to help improve market share and profitability.
  • Will overhauled the sales forecasting process at a premier cannabis company by identifying key factors contributing to significant forecast bias and developing a cross-functional business intelligence gathering process.
    • He also created unique demand planning and sales planning teams, which improved forecast accuracy by 50 points, and enabled active management of a $75M R&O list—which will save $20M in E&O.
  • Will initiated the assortment and velocity insights work of a nascent cannabis market, utilizing market data and customer insights to strengthen and deploy a field sales playbook, resulting in a new item acceptance rate of greater than 50% compared to a competitive new item acceptance rate of less than 25%.
  • Will created the key account sales team at a wholesaler responsible for activating merchandising priorities with relevant sales collateral, key account sales calls, and development of a new business evaluation tool that resulted in $4M of incremental sales during the first 6 months.
    • He also implemented a structured product line review process, reducing the cost of goods sold by 8% and negotiating an additional 3% in vendor support across the portfolio while also creating a library of relevant retail assortments that doubled the number of POGs placed in company retailers.
    • Will also devised a trade promotion excellence initiative, strengthening management of the trade marketing budget.
    • He developed retail execution road maps for sales and brokers and presented compelling annual trade plans to customers to improve the the trade promotion by $8M in retail sales.

2022 Tri-State Cannabis Salary Guide

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2024 Cannabis Industry Salary Guide

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