Glass House Brands announced that Hilal Tabsh has been appointed Chief Revenue Officer ("CRO") of Glass House, effective immediately.
"It is with great pleasure that we welcome Hilal to the Glass House family as our new CRO," said Kyle Kazan, Chairman and Chief Executive Officer of Glass House. "As we look to integrate PLUS and complete our acquisition of Natural Healing Center (NHC), as well as ramp up production and sales from our SoCal facility, Hilal's extensive experience and success in brand building, sales, marketing, and growing distribution channels will be an invaluable asset."
As a 20-year Consumer Packaged Goods (CPG) industry veteran, Mr. Tabsh brings a wealth of experience to his new role. Hilal worked at Red Bull GmbH for fifteen years across two continents. Initially based in Dubai, he served as the head of sales and marketing strategy, overseeing the Middle East, Africa, and Pacific regions. After that, Mr. Tabsh served eight years as the Head of Sales and Marketing for Red Bull North America. In this role, he directly managed more than 150 team members and over 200 distribution partners that were key to growing the Red Bull footprint across the U.S. He was responsible for partner development, product launches, sales, and route-to-market distribution strategy, directly overseeing over US$1B in annual revenue.
After departing Red Bull, Hilal co-founded and managed the sales, distribution, and brand building activities of Limited Beverages; and also developed Limitless Lightly Caffeinated Sparkling Water. Following a period of rapid growth, the company was acquired by Keurig Dr. Pepper within three years of its founding.
Hilal subsequently joined the cannabis industry as a Senior Vice President at BellRock Brands, based in Denver, Colorado. In this role, he led sales, marketing, and distribution efforts, coupled with the development of the company's e-commerce strategy, and was able to grow the distribution footprint by 10x during his time in the role. Under his leadership, Dixie Brands, Mary's Medicinal's, Mary's Nutritional's, and Mary's Tails became household brands available in major dispensaries, retailers, and distributors across North America.
Most recently, Hilal was the Chief Revenue Officer at SlangWorldWide, where he oversaw strategy, sales growth, and brand development for the company's CBD and THC product lines across North America. Among his achievements were the streamlining of product lines across brands, eliminating all non-profitable SKUs, decreasing overhead, and the building a four-year revenue growth plan with a clear strategy, timeline, and KPI milestones.
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