Krista Raymer is Chief Strategy Officer at C3 Industries, where she oversees the company’s Marketing, IT, and Business Development & Corporate Strategy functions. She leads cross-functional alignment around strategic priorities and growth initiatives, applying data-backed frameworks to drive operational improvement and long-term business performance.

Before joining C3 internally, Krista founded Vetrina, a cannabis retail consulting firm that supported more than 270 operators across the U.S. and Canada. There, she specialized in translating complex data into actionable retail strategies that increased customer spend, visit frequency, and store profitability. She also helped elevate the Canadian cannabis industry by co-hosting Hall of Flowers Toronto, one of the sector’s most influential events.

Earlier in her career, Krista held leadership roles at Suitsupply and Brooks Brothers, leading multi-unit operations and new market development in competitive retail environments. She now applies that experience to cannabis, bringing proven retail fundamentals to an evolving category.

Krista enjoys spending time outdoors with her two dogs and exploring new places whenever possible.