Decibel Cannabis Company

Key Account Manager - Western Canada

Territory Sales Manager - Alberta

Humble & Fume Inc.

Rothmans, Benson & Hedges Inc.

Business Development Representative

ProCredit Auto Finance

Sales & Finance Director

Pearl Entertainment Ltd.

General Sales Manager

Artha Wealth Management

Business Development Consultant

Rogers Communications

Assistant Retail Manager

Sales Representative

Direct Sales Force

Field Sales Agent

I’m a dynamic and driven sales professional who thrives on exceeding expectations and achieving results. With over 12 years of sales experience, including successful leadership of sales teams and navigating highly regulated CPG sales, I work hard daily to solidify myself as a relationship and revenue building powerhouse. 

Known for my unwavering self-motivation and dedication, I consistently deliver on key performance indicators, revenue growth and unlocking new business opportunities. My track record of regional and national sales accomplishments further solidifies my expertise and ability to drive impactful growth in the CPG industry.

Moe Sobh

Crystal Cure

• Lead an exciting startup farming high-grade, small-batch, non-irradiated Cannabis grown in organic living soil created side-by-side with our sister company.
• Develop all strategies related to business development, portfolio management, communications and public relations, human resources and people management, workforce and production planning, branding, partnerships, procedures, and people as we sustainably scale up our business and show our expertise.
• Develop, implement and manage effective sales and marketing channel strategies for all categories to ensure we remain relevant.
• Manage company's profit and loss, balance sheet and income statements, in addition to other financial reports.
• Build a culture that this province and industry needs and be an advocate for the industry.
• Act as Responsible Person (RP), overseeing all reporting and regulatory requirements.
• Plus, all other duties as assigned.

Chief Executive Officer

• Officer and Director of an exciting startup farming high-grade, small-batch, non-irradiated Cannabis in organic living soil created side-by-side with our sister company.
• Develop strategies, products, brands, partnerships, procedures, and people as we sustainably scale up our business and show our expertise while overseeing all commercial and business development activities.
• Develop, implement and manage effective HR policies, procedures and protocols.
• Develop, implement and manage effective sales channels for all categories.
• Manage company's profit and loss, balance sheet and income statements, in addition to other financial reports.
• Build a culture that this province and industry needs and be an advocate for the industry.
• All duties as assigned along our journey from soil to soul.

Chief Operating Officer

Alcool NB Liquor

•  Create, implement and oversee ANBL’s category strategies and programs including: “cradle-to-grave” management of our product lifecycle and portfolios, in-store merchandising and programming, advertising/media planning, market intelligence, channel management, and design.
• Manage the ANBL and Cannabis NB master brands and their subsets to ensure customer relevance. 
• Lead initiatives as Voice of Customer to ensure a seamless, relevant and engaging customer experience when planning new store construction, renovations, and pop-up locations. 
• Conceptualized and developed aspects pertaining to Customer Experience for Cannabis NB and ANBL including: customer segmentation/research, customer experience, brand development, programs, and in-store design/processes.
• Strategize with other senior leaders on developing and implementing corporate social responsibility policies, regulations and campaigns to promote responsible use of both beverage alcohol and cannabis.
• Inspire, coach and empower the passionate Category Management and Marketing teams while fostering personal development and building a culture of high-performance and accountability.
• Manage profit and loss of multiple budgets totaling $430MM in revenue across five categories, and operating expenses of over $2.5MM in two departments.
• Lead ANBL's journey towards consistent digital and in-store experience to engage customers at every touch-point.
• Educate/influence teams and individuals on the importance of brand strategies and core values in order to build the culture needed.

Director of Customer Strategy and Engagement

• Strategically managed all aspects of the company’s largest category and its subsidiary which resulted in increased revenue and achievement of increased net income targets.
• Lead, coached and mentored four team members responsible for the “cradle-to-grave” product lifecycle management process, including: portfolio management, procurement, pricing, distribution, marketing, analysis, reporting, education, and training resulting in higher than budgeted revenue and increased employee engagement.
• Safeguarded all aspects of federal/provincial regulations, including: acts and regulations (Liquor Control Act), trade policies and agreements (Maritime Beer Accord) recall procedures, CFIA compliance, quality assurance, and the beverage container act for New Brunswick which ensured compliance, allowing the corporation to legally operate in Canada.
• Managed relationships with all suppliers/vendors ranging in size from small, boutique agencies to large, multinational companies in order to provide customers with a wide array of quality products while fostering and encouraging investment in the market.

Category Manager - Beer, Cider, and RTD

Autour du Vin

Instruct WSET Level 1 and 2 courses throughout Atlantic Canada.

WSET Educator

Micco Companies (Beverage Alcohol Division)

• Developed new framework for all beverage alcohol business functions including: strategic planning, retail management, sales, human resources, merchandising, logistics, acquisition and mergers, marketing/branding, and social responsibility which resulted in increased efficiencies and organizational growth.
• Exceptionally managed day-to-day operations in areas of: business development, worldwide
supplier/vendor relations, budget creation and management, KPIs, adherence to provincial,
federal, marketing, and industry regulations allowing us to exceed monthly/annual budgeted targets and
customer satisfaction benchmarks.
• Completed regular performance management reviews and periodic staffing assessments allowing
for exceptional talent to join our company and thrive.
• Collaborated with President/CEO and other members of senior management to establish and
refresh the company’s vision and position within a heavily competitive market while remaining
relevant with customers and growing profits.
• Assisted in creation/development of a charitable foundation focused on issues pertaining to
responsible use, youth prevention to alcohol, mental health initiatives, and creating a positive
societal impact within our community.
• Acted as spokesperson and media contact for all issues pertaining to beverage alcohol.

Director of Operations

The Westin Nova Scotian

• Lead a team of 15 passionate people working in four separate food and beverage outlets (Elements Fine Dining, Eve Lounge, Yuk Yuks Bar, & In-Room Dining), which ensured all guests received exceptional service that adhered to Starwood Hotels’ International Brand Standards.
• Oversaw utilization of Westin brand standards across all departments through extensive employee training, development, and performance management resulting in positive brand audit results, positive customer reviews, and financial success.
• Managed budget for each food and beverage outlet requiring weekly reporting through Quickbooks, allowing Executive Management to make informed decisions on purchasing, staffing,
and capital projects.
• Developed full-scale beverage program for the hotel and sister properties, resulting in the company’s first Wine Spectator Award of Excellence in 2009.

Asst. Outlets Manager/Service Culture Trainer/Sommelier

Committed lifelong learner and outspoken leader. 

20 years experience across ALL the levels in Beverage Alcohol, Cannabis, Retail, Hospitality, People Management and Brand/Customer Experience. 

Certified Sommelier and DipWSET holder.

taplio

The Battle

Moe Sobh

Jonathan Wilson

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