Serra

Led a premium cannabis retailer from the lowest-performing location in a 26-store portfolio to its top-performing dispensary.

72%Revenue growth delivered

#26 → #1Portfolio ranking

24Team members led

The mandate

Turn a beautiful concept into the portfolio’s strongest business.

Serra already had a distinctive point of view. The opportunity was to connect that brand promise to disciplined retail execution: sharper buying, stronger merchandising, clearer team standards, more relevant partnerships and a customer experience that converted attention into loyalty.

As Vice President of Retail & Purchasing, I led the turnaround across operations, assortment, procurement, vendor strategy, merchandising, team performance and commercial planning.

Original Serra campaign photograph taken by Susana de la Rionda — Original brand content photographed by Susana

Serra catalog explaining six consumer feelings — A consumer-friendly product architecture organized around six feelings

What changed

Assortment with intent

Rebalanced buying and procurement around customer demand, margin, inventory performance, product quality and market relevance.

Standards people could execute

Built a 24-person team around clearer expectations, training, coaching routines and day-to-day accountability.

A brand that lived in-store

Used visual merchandising, education, collaborations and exclusive launches to make Serra’s identity tangible at every customer touchpoint.

LEUNE Gem Drops collaboration available at Serra — Exclusive partnership and launch storytelling

Serra campaign creative extending the Finer Feelings brand world

Tetra Shop glassware collaboration display — Retail collaboration with Tetra Shop

Quality Drugs branded hat — Merchandise extended the brand into culture

Chelsea Handler wearing Serra Quality Drugs merchandise — Organic visibility for Quality Drugs merchandise

Scalable merchandising

Designed to work beyond one store.

Serra’s wholesale catalog translated the brand into a complete selling system: consumer education, category narratives, partnership stories, buyer-facing selling points and modular display options built for different retail environments.

The result

72% growth—and a move from last place to first.

Serra became the number-one dispensary in Groundworks Industries’ 26-location portfolio, proving that an elevated brand and disciplined operations are strongest when they are built as one system.