Craig Lizar

• Hired to build a sales division from the ground up for a 15k barrel brewery. Originally hired as a consultant.
• Responsible for creating sales process to ensure a successful expansion.
• Developing SOPs for both brewery operations and distributor in market representation.
• Responsible for calling on all National Chains: Publix, Kroger, Wal-Mart, Mapco, Pilot Oil, Circle K, Twice Daily’s and others.
• Responsible for developing all marketing and sales budgets for the organization.

• Recruited into a new role responsible for over 800 sku’s currently being sold to all chain customers in TN.
• Responsible for overall P&L of $115MM in gross margin.
• Lead team of off premise sales representatives across the entire state.
• Responsible for aligning sales programs and chain programs that delivers against the company’s goals.
• Responsible for calling on all National Chains: Publix, Kroger, Wal-Mart, Mapco, Pilot Oil, Circle K, Twice Daily’s and others.
• Responsible for managing all supplier chain relationships across total portfolio.
• Work with shopper marketing on integration of consumer trends into national and customer specific programs.
• Responsible to create, gain approval, and ensure execution of all marketing contracts for retailer co-op dollar agreements/programs.

• Recruited into a new national marketing position responsible for 90 company owned brands and hundreds of sku’s in the health, hygiene, and home products categories.
• Responsible for overall P&L of $125MM in gross margin.
• Responsible for marketing budget for advertising and marketing spend of $6.6MM.
• Integrate Reckitt Benckiser brand marketing strategy with retailer go-to-market strategies.
• Responsible for aligning sales and marketing to a PNL that delivers against both sales and marketing goals.
• Responsible for creating all individual customer marketing programs across channels (Dollar General, Family Dollar, Fred’s Pharmacy, Big Lots, Tom Thumb, Circle K, Walgreens and Aldi).
• Drive positive and collaborative relationships between sales and trade marketing divisions.
• Develop custom consumer panels to test product, promotional and programing ideas.
• Responsible to create and ensure execution of all contracts for retailer co-op dollar agreements/programs.

• Promoted to manage volume of 14.5M cases and $217M in net revenue.
• Increased sales by +4% vs. total MillerCoors national sales results of -1%.
• Responsible for all national sales and marketing programming for the top customers in the country, Walmart/Sam’s Club, representing 6% of total MillerCoors volume.
• Responsible for managing budgets for sales, marketing, and promotional spends of $1M.
• Increased overall profit by 5% vs. prior year.
• Improved supplier/buyer relationships, managed 15 states (FL, GA, NY, Carolinas, and more), and 7 General Sales Managers, 9 salespeople to execute new product launches, inventory, pricing, programming, forecasting, execute strategy plans, target marketing programs, and report competitive market conditions.
• Managed every MillerCoors wholesaler on the east coast, fifteen states.
• Created training programs, and incentive plans for the sales teams of MillerCoors and the distributors.
• Worked directly with Human Resources to hire, train, and develop a nationally recognized sales team.

• Promoted to manage the national sales efforts of Dollar General, Total Wine & More, and Family Dollar representing 2.9M in case sales and $44M in net revenue.
• Increased sales by over 68%.
• Improved MillerCoors total sales from the second largest supplier to the largest supplier in Total Wine & More.
• Improved the retail margin percentage from 5% to 7%, earning MillerCoors the “Supplier of the Year Award”.
• Team lead managing headquarters and all wholesaler new distribution, and display programs in 38 states.
• Negotiated and sold MillerCoors brands into Dollar General (replacing all ABI brands) as an exclusive account, leading to +$24M incremental year one revenue.
• Managed a Category Manager, Sales Analyst and a chain sales team of 14 people across the country, 38 states and 345 wholesalers.

FL MillerCoors
Promoted to manage 4.5M cases and $68M in net revenue across 2 wholesalers in Florida.
• Increased case sales by 4.5%.
• Managed On-Premise Sales Manager and Miller Lite/Coors promotional team, $350K budget.
• Created a Keystone Light beer college exclusive program improving sales by 153%.
FL Miller Brewing Company
• Recruited from Coors Brewing Company.
• Managed 4.7M cases and $60MM net revenue, 4 wholesalers in Alabama and Florida representing 15% of region volume.
• Improved sales + 1.2% or over 400,000 cases.
• Managed 23 marketing and alliance sponsorships (GMAC Bowl, Senior Bowl, more) to increase sales and brand recognition.
• Managed on-premise sales manager and Miller Lite team promotional models, $250K budget.
• Created the first 360-degree spring break marketing program in Panama City, FL. Led to the blueprint for all spring break programs.
AL/TN/MS Coors Brewing Company
• Managed 4.4M cases and $60M net revenue, +9.5% growth in Alabama, +18.5% in Mississippi, 5% in Tennessee.
• Developed pricing, marketing and promotional initiatives for all Molson Coors brands for every wholesaler in all three states.
• Managed 2 key account representatives and called on all regional and local and regional chains, 134 accounts.
• Managed marketing spends for all three states; including radio, print and out of home spend.
• Managed tactical budget of $35K for 32 wholesalers.
• Created a below premium strategy for Keystone Light which resulted in a 45% lift in sales and a 300bps lift in Nielsen from 2006-2007.
• Reintroduced Blue Moon to Alabama and Mississippi through a targeted draft and 6 pack programs in top 12 markets.