Sweed Appoints Brad Cross as Chief Revenue Officer

Veteran SaaS Revenue Leader Brings 20+ Years of MarTech and AdTech Expertise to Cannabis Retail's Most Comprehensive Platform

Apr. 8, 2026 at 1:53pm

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Sweed, the all-in-one dispensary operating system built for modern cannabis retail, has announced the appointment of Brad Cross as its new Chief Revenue Officer. Brad brings over two decades of experience scaling revenue organizations across the technology sector, with deep expertise in marketing technology, customer data, and SaaS go-to-market strategy.

Why it matters

Sweed's appointment of Brad Cross as CRO reinforces the company's commitment to helping dispensaries, from single-location operators to multi-state enterprises, run their entire retail business from a single, natively integrated platform. Brad's background in customer acquisition, data-driven GTM strategy, and building high-performance teams across multiple industries makes him uniquely qualified to lead Sweed's commercial organization as it expands its presence in the rapidly growing U.S. cannabis market.

The details

In his new role, Brad will oversee Sweed's marketing, sales, customer success, and revenue operations, leading the company's commercial strategy. He began his career at SmartFocus in Bristol, UK, where he built retail acquisition, POS, and eCommerce systems for enterprise clients, with a focus on customer data and behavioral modeling. He went on to develop expertise across email, social media marketing, paid and organic search, and data analytics before relocating to the United States with Adthena, the competitive intelligence platform for paid search, where he rose to Global VP of Sales and drove 12x revenue growth in 3.5 years while building a sales organization spanning three continents. Most recently, Brad served as Chief Revenue Officer at Upflow, a fintech accounts receivable platform, where he led global revenue and customer success.

  • Brad Cross was appointed as Chief Revenue Officer at Sweed in April 2026.

The players

Sweed

Sweed is the all-in-one dispensary operating system built for modern cannabis retail, offering a cohesive platform that seamlessly combines Point of Sale, eCommerce, and Marketing & Loyalty solutions.

Brad Cross

Brad Cross is the new Chief Revenue Officer at Sweed, bringing over two decades of experience scaling revenue organizations across the technology sector, with deep expertise in marketing technology, customer data, and SaaS go-to-market strategy.

Rocco Del Priore

Rocco Del Priore is the Co-Founder of Sweed.

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What they’re saying

“Coming to Sweed felt like getting back to what I love most — the intersection of customer data, product differentiation, and a market that's genuinely hungry for better solutions.”

— Brad Cross, Chief Revenue Officer at Sweed

“Brad is exactly the kind of leader we needed at this stage of Sweed's growth. We've built what we genuinely believe is the best product in cannabis retail technology, and now we have the revenue leader to bring that story to market at scale.”

— Rocco Del Priore, Co-Founder of Sweed

What’s next

Sweed plans to continue investing in AI-powered capabilities designed to give dispensary operators intelligent, automated tools for customer engagement, upselling, and inventory optimization, all natively integrated within the platform.

The takeaway

Sweed's appointment of Brad Cross as Chief Revenue Officer underscores the company's commitment to providing dispensaries, from single-location operators to multi-state enterprises, with a comprehensive, integrated platform to manage their entire retail business. Brad's extensive experience in scaling revenue organizations and driving growth in the technology sector positions Sweed for continued expansion in the rapidly evolving U.S. cannabis market.