Dirk Deruwe

About Dirk Deruwe

I am a dedicated professional fueled by a relentless drive for improvement. My sales performance reflects my passion for building relationships and delivering exceptional customer service. With 17 years of sales experience— 8 of which are in managerial roles focused on B2B sales for CPG companies—I have honed strong communication skills and maintain a professional demeanor in every setting.For the past 9 years, I’ve thrived in the legal cannabis industry, serving as a VP of Sales, Director of Sales, Sales Manager, and Account Executive. From 2017 to 2025, my teams and I achieved remarkable success, selling over $325 million in wholesale products for industry leaders like Select, Curaleaf, Connected, Alien Labs, and Cake. My proven ability to generate over $300 million in wholesale sales for well-known brands demonstrates my effectiveness in managing large-scale sales operations. I excel in navigating complex sales processes and driving results through strategic communication, front-line leadership, relationship-building, and innovative sales strategies.

Experience

1. Vice President of Sales

   Thirtyone Labs

   Sep 2024 — Present · Orange County, CA, US

   I oversee hiring and developing high-performing sales teams in AZ, CA & NV, driving go-to-market strategies, forecasting, oversee sales management, launching new products, budgeting, manage strategic partnerships and oversee revenue. Key responsibilities include monthly revenue goals, AR management, team management, product development, and fostering relationships with key accounts across California, Nevada and Arizona. In just 3 months, Cake became California\'s #1 disposable vape, according to Headset, with YOY growth over We now sell in 475+ accounts, including the state\'s top retailers. We\'ve surpassed our one-year sales goal in two months, positioning Cake as the fastest-growing cannabis brands in California for 2024. As of September, Cake She Hits Different is on track to generate $50million in retail revenue in its first year. The brand has become the #1 selling disposable vape in California, the second-largest vape brand over the last 90 days, and is projected to be the fastest-growing cannabis company in the state for 2024. This showcases remarkable growth and market dominance in a short period. As of 12/25 I am overseeing the AZ & NV markets as well as CA and will continue to help facilitate new markets in 2025. We will finish the year of 2024 with 50 million in retail sales just in CA and over 2.5 million units sold. Our YoY% growth is at 1832% and we will close out the year as the fastest growing cannabis company in California.

Education

• Eastern Washington University

  Business, Management, Marketing, and Related Support Services

  2005