Vancouver, British Columbia, Canada
Career Profile I build the bridges that get premium beauty brands onto the world’s most prestigious shelves. Currently, as Director of Sales and Head of Sales for North America at Messinger Trading Co., I am leading the retail evolution for fast-growing brands like Raw Chemistry and Mystic Kiss. I specialize in taking brands with strong digital foundations and scaling them into the physical retail space—from boutique apothecaries to major national chains across the US and Canada. My career is defined by high-stakes growth: -Scaling: Currently driving expansion for a $10M+ portfolio, building all sales infrastructure and wholesale processes from the ground up. -Big Box Expertise: Previously managed $30M+ annual retail plans across Western Canada, overseeing 550+ premier accounts, including Sephora, Shoppers Drug Mart, Hudson’s Bay, Holt Renfrew, London Drugs, and Costco. -Leadership: Over a decade of experience mentoring account executives and managing diverse retail teams to achieve #1 national rankings. I am passionate about clean ingredients, elevated design, and the "art of the deal." Whether it’s cold outreach to a new boutique or negotiating a national rollout, I focus on building partnerships that last. Core Competencies: B2B Wholesale, National Account Management, P&L Ownership, Strategic Team Leadership, and Omni-channel Retail Strategy.
Key Responsibilities: • Retail Strategy & Infrastructure: Spearheaded the transition from a digital-first model to a robust North American brick-and-mortar presence, building the wholesale foundation and sales fly-wheel from the ground up. • Market Expansion: Leading the strategic expansion of the brand portfolio (Raw Chemistry, Mystic Kiss) into diverse retail channels, including prestige beauty boutiques, wellness spas, and national big-box retailers across the US and Canada. • Revenue Growth: Accountable for a $10M+ annual revenue portfolio with a focus on aggressive year-over-year growth through new door acquisitions and high-velocity re-order strategies. • End-to-End Business Development: Own the full sales lifecycle, from cold outreach and curated sample programming to complex contract negotiations and seamless onboarding with internal operations. • Key Account Management: Developing and nurturing long-term partnerships with buyers and retail owners, ensuring brand alignment and premium shelf positioning. • Cross-Functional Leadership: Collaborating with Marketing and Fulfillment teams to align product launches with retail sell-through strategies and inventory forecasting.
Key Responsibilities: • Managed a portfolio of 550+ retail cosmetic stores across Western Canada, including key accounts such as Shoppers Drug Mart, Sephora, London Drugs, and Hudson’s Bay Company, overseeing 6 direct reports (Account Executives). • Consistently achieved and exceeded annual retail market plans exceeding $30M annually, driving significant market share growth. • Analyzed comprehensive POS sales reports to identify market trends, pinpoint growth opportunities, and address performance gaps. • Directed the successful execution of in-store events, developing training programs, preparation protocols, and communication guidelines for field teams. • Provided strategic daily, weekly, and monthly support and mentorship to Account Executives, fostering team development and performance.
Key Responsibilities: • Managed relationships with 90 retail cosmetic stores across British Columbia and Alberta, including major banners like Shoppers Drug Mart, London Drugs, Hudson’s Bay Company, Nordstrom, and Pharmasave. • Consistently ranked within the top three performers nationally for sales and account management. • Conducted monthly business reviews with store management, both in-person and virtually, to optimize performance and foster strong partnerships. • Designed and delivered impactful training and sales coaching for retail staff and corporate representatives through one-on-one and group sessions, including comprehensive new hire onboarding. • Served as a key Marketing liaison, contributing to the development and strategic execution of new product launches, platform relaunches, marketing programs, and merchandising guidelines.
Key Responsibilities: • Managed all human and financial resources for the department, leading, coaching, and developing a sales team of 15 members to maximize sales and customer engagement. Responsibilities included recruitment, performance management, and disciplinary functions. • Achieved and sustained a 30% sales increase from 2015 to 2018, positioning the location as one of the top-rated for customer service nationally. • Orchestrated and managed all activities for multiple cosmetics brands, including special events, promotions, and the establishment of clear sales goals and targets with consistent follow-up. • Conducted in-depth analysis of store trends by monitoring stock levels and gross profit indicators to optimize inventory and profitability. • Recipient of the “Cosmetics Outstanding Service Award” in both 2015 and 2016 for “Best Service in Drug Store within the Cosmetics Industry across Canada.”
Key Responsibilities: • Orchestrated successful store events through strategic display and merchandising, ensuring optimal stock and tester availability to maximize promotional impact. • Exceeded all sales incentives and achieved stretch targets for the National Gift with Purchase program. • Developed deep product knowledge through continuous training and competitive research, enhancing sales effectiveness.