Efrain Cardenas

Efrain Cardenas has a comprehensive work experience spanning several years. Efrain is currently the Senior Vice President of Sales at Bachan's, a position they assumed in 2022. Prior to this role, they served as the Chief Sales Officer (CSO) at HighKey from 2021 to 2022. In this position, they led the retail revenue and strategy as a disruptor brand in the Cookie category, achieving significant growth and being named the fastest-growing Food & Beverage company in 2022.

Before their time at HighKey, Efrain was the Chief Sales Officer at Puracy in 2020, overseeing sales operations. From 2017 to 2020, they worked as the SVP Global Sales at Manitoba Harvest Hemp Foods, where they led revenue generation across branded, ingredient/B2B, and private label strategies. During their tenure, they developed brand and category expansion strategies and grew the business from $65M to $100M through multi-channel strategy development.

Efrain has also held various leadership roles at General Mills from 1996 to 2017. Efrain served as the Region Sales Director of the National Geo Region, managing a $1B sales portfolio and a 70-person team. Additionally, they were the Trade Director of the Snacks Operating Unit, responsible for developing and executing the domestic customer strategy. Efrain also served as the Managing Director of the Customer Trade Group, leading 11 centralized Region Trade teams and serving as a liaison between external customer teams and operating units. Earlier in their career at General Mills, they held positions such as Trade Director of the Meals Operating Unit, Zone Operations Manager for Channels/National Grocery, and Trade Planning Senior Development Manager.

Overall, Efrain Cardenas has a strong background in sales and strategy, successfully driving revenue growth and implementing effective sales processes and structures in various organizations.

Efrain Cardenas completed their Bachelor of Business Administration (B.B.A.) degree in Marketing from the Texas McCombs School of Business, from 1991 to 1995. Later on, in 2007, they attended the UCLA Anderson School of Management for the Latino Leadership Institute program, although the field of study is not specified. Lastly, in 2013 and 2014, Efrain pursued a Master of Business Administration (MBA) degree in Marketing/Marketing Management, General from Northwestern University's Kellogg School of Management.