- San Diego, CA
- November 21, 2024
I am a three-tier expert and an accomplished FMCG professional with over twenty years of experience building and growing brands in national retail across all channels. With a meticulous approach to sales, strategy, and marketing, I have consistently delivered exceptional distribution and topline sales results, distinguishing myself as a leader among my colleagues. I will be relocating to Charlotte, NC by February 2025.
Currently serving as the Senior Director of Sales at Glas Inc., I play a pivotal role in driving the success of a top ENDS (backbar) brand in the convenience channel. My ability lies in navigating complex regulatory environments, forging strong relationships with both national convenience retail partners and distributors, and ensuring fiscal responsibility through effective negotiation and management of seven figure trade budgets.
During my tenure with Deep Eddy Vodka, I led the new business development and execution of a comprehensive national retail strategy that significantly expanded our distribution across major channels, including Specialty, Drug, Grocery, Club, and Mass retailers. By securing first-time placements and national programs with key partners such as Total Wine, ABC, Sam’s Club, Walmart, Target, and Kroger, we dramatically increased our market presence and sales volume. These strategic efforts in scaling our distribution network and driving exceptional growth enhanced the brand's market value and attractiveness, culminating in its successful acquisition by Heaven Hill in September 2016.
Throughout my career, I have displayed my commitment to continuous learning and professional development, earning certifications in various areas including category management, consumer marketing, and leadership. My educational background in Business Administration and Finance from Cal Poly State University, combined with a wealth of firsthand experience, has equipped me with a solid foundation to excel in the dynamic landscape of the food and beverage industry.
I’ve spent most of my career in the adult-beverage category, beginning my career with Gallo, moving on to work for multiple top tier beer, wine and spirit companies. I pivoted later in my career to package beverage and general merchandise which has expanded my retail experience to negotiating space and promotional contracts. Many say they are entrepreneurial, but few have shown it in their careers. I have led national chain retail efforts with three different start-ups, two of which had zero sales when I joined, scale to top five brands in their respective categories. My unique background with over twenty years of national retail experience working with distributors across all formats including UNFI, Kehe, McLane, Coremark, as well as large regional DSD distributors, make me an ideal candidate.