- Tampa, FL
- February 24, 2020
• Consistent responsibility growth at every position and company (promoted 9 times)
• Distributor management experience in open, control and franchise states & Canada
• Brand development with established category leading, high growth & innovation/emerging brands
• Experience across wine and spirits, luxury and commodity brands, large international to start-up & fast rising companies
• Senior level understanding of strategy, industry nuance, pricing and planning
• Competitive, collaborative, creative and energetic core
• Data and instinct driven decision making
• Create and implement financial and managerial processes
• Develop pricing schedules and directives to drive efficiency and revenue
• Creative and analytical thinker & Problem-Solver
• Go-to-Market Strategist
1. Industry veteran that develops structure/process to deliver focus/execution
2. Successfully developing consumer strategy and converting to best-in-class market penetration
3. Executive level understanding of the supplier/distributor/trade relationship
4. Proven track record of successfully developing in-market business objectives, while growing internal teams and personnel
Education
Experience
• Executive Leadership for Start Up Ultra-Luxury Tequila brand
• Developed, Annual Operating Plan, Trade Budgets, Distributor Tactical Budgets, Price Support, Sales Costs (salaries, benefits, T&E, etc.), POS budgets, Shipment Goals, Depletion Goals
• Created and implemented distributor state pricing models
• Launched 8 states in East Region, and framing the expansion plan for 10 additional states in 2020
• Executed Distributor RFP process with Leadership Team
• Developed and implemented brand route-to-market strategy and core brand objectives
• Led and managed all new-supplier launch processes
• Exceeded 6-month shipment and depletion plan, in 4 months
• Recruited, hired and trained team of Multi-State Manager’s and Market Manager’s (13 employees)
• Created and implemented all sales management KPI’s
• Gained brand distribution/authorization at key National and Regional Chains (On/Off): Total Wine, ABC Fine Wine & Spirits, Binny’s Beverage, Tao Group, SBE Group, Catch Group, Big Night Entertainment
• Led the development of Budget Planning and Reconcile Tool as well as Depletion Cadence Management processes
• Portfolio of emerging brands: Asian sake (TYKU) and craft spirits (Aviation Gin, Sombra Mezcal, Astral Tequila)
• Increased Aviation Gin depletions by +497% CAGR (2014-2018)
• Manage team of 5 Region Managers, 6 Field Marketers, and 3 Brand Ambassadors Region, State and Market Managers to deliver sales results. Redesigned salesforce, management geographies, roles/responsibilities deployment across US geography
• Created core set of distributor management processes for salesforce which was adopted nationally. Implemented sustainable pricing, budget and programming templates for all Regions and national accounts
• Connecting finance, marketing and sales objectives, I created a budget planning template that serves as an ongoing annual management tool. Implemented nationally
• Activated/launched brand portfolio and business at 11 new distributors. Re-aligned portfolio in GA, WI and TN from multiple distributors to 1 statewide distributor in each state
• Increased TYKU Sake SKU’s at Publix (2013-2018) from 1 to 4, and driving depletion CAGR growth +313%
• Launched brand portfolio in Canada across 10 Provincial boards, Puerto Rico and Caribbean with SGWS Travel and Export Division
• Resurrected Aviation Gin from delist status at British Columbia and Ontario provincial boards to current Top 10 selling brand in category. Sombra Mezcal has ascended to #1 selling brand in category in British Columbia, Ontario, Quebec and Nova Scotia
• Data Analytics- Use of Nielsen, IRI, SGWS SalesNav, VIP/iDig, etc. Develop sales initiatives, benchmarking, ACV growth, etc.
• Managed Total PSC portfolio Control State market share gains in MI & OH with +33% combined CAGR growth June 2010 – April 2013. (+35% MI, +32% OH respectively)
• Patron Tequilas, Pyrat Rum, XO Café, Citronge, Ultimat Vodka.
• Chains: Publix, ABC, Total-Wine, Kroger, Meijer, Walgreens, CVS, Binny’s, Jewel-Osco, Target, including additional regional chains.
• Promoted to Vice President from Patron Spirits Company (PSC) Increased direct report responsibility, with the addition of Region Analyst. Redesigned organization roles and responsibilities to align with business objectives
• Developed sales plans, programming and implementation processes across the 6-state region consisting of open, control and franchise markets. Sales Volume increases of 35% (IL) vs National Growth rate of 9%
• Increased PSC total case volume by over 110,000 cases (+46%) in 2 ½ years while managing the Great Lakes Region
• Led Illinois market to surpass 135,000 cases of Patron Tequila for the first time in history of SWS/PSC
• Led all US Regions in Total PSC volume growth in 2011 & 2012, as well as top category volume growth for Tequilas, XO Café, Citronge and Ultimat Vodka
• Accountable for delivery of approx. $55MM in PSC NSV
• Created and implemented successful Urban Retail Market Initiative that has been adopted and replicated across the US in high indexing ethnic markets
• Oversight and direction of budget management of up to $4MM in tactical programming funds