Alfredo Vieira

Bachelor of Arts (BA), Interdisciplinary Studies, Concentration in Business and Organizational behavior, University of Virginia, School of Arts and Sciences, Charlottesville, VA

BANFI, Melville, NY 2022 to 2025
Regional Manager – VA/MD/DC/MC/NC/SC 2022 to 2025
Responsible for leading and developing the on-premise, off-premise, and chain business across VA, MD, DC, MC, NC, and SC to meet and exceed sales objectives. Took initiative in implementing strategic sales plans, driving regional execution, and coaching direct reports to achieve both short- and long-term goals. Oversaw day-to-day operations while cultivating a high-performance culture rooted in accountability, innovation, and continuous improvement. Maintained strong wholesaler relationships and ensured consistent field execution while upholding compliance with all state regulations, company policies, and strategic focus.
• Led successful market execution in a down market, delivering 70,000 9L case depletions in 2024, including +3% total growth and +6.5% premium growth, all within budget and profitability targets.
• Built and executed long-term business plans with distributors (RNDC, JBM, Empire, etc.), driving strategic alignment on pricing, programming, and execution—contributing to an 8% outperformance over national wine industry trends.
• Recruited, trained, and developed high-performing sales talent through structured onboarding, consistent coaching, and ride-with mentorship—resulting in higher engagement and the creation of “Banfi ambassadors” to multiply market impact.
• Closed performance gaps through high-impact strategies and distributor alignment. Led the development of a comprehensive Annual Operating Plan with full distributor input, enabling agile pivots and full-market visibility.
• Oversaw multiple new product launches and exceeded brand goals by 50%, with direct involvement in key account visits, solo market work, distributor initiatives, and consumer-facing events.
• Managed the region’s P&L and applied a proactive, data-driven approach to monitor depletions, pricing, and account-level performance—solving early for potential “icebergs” and recalibrating monthly programming to stay on target.