- Pleasant Hill, California
- September 25, 2025
Dynamic and results-driven sales executive with over 30 years of leadership in the Beer, Wine & Spirits industry, with a strong track record of driving volume and profit growth across complex, multi-state markets. Proven expertise in managing divisional sales strategy, optimizing price structures, and leading high-performing sales and execution teams to exceed KPIs and long-term strategic goals. Skilled in developing and executing brand programming, managing distributor relationships, and implementing performance management systems to enhance team capabilities. Adept at using data-driven insights (IRI, Nielsen, VIP) to guide competitive pricing, track scan/DA effectiveness, and identify launch and market opportunities. Recognized for mentoring talent, aligning cross-functional priorities, and delivering sustained commercial impact in both emerging and established markets
Education
Experience
Led the execution of chain account strategy and trade development across 12 Western U.S. states, managing the
full regional P&L and distributor network to drive growth in key national and regional retail accounts.
• Spearheaded chain account strategy for all retailers including AVP, Safeway, Costco, Total Wine,
BevMo!, & Whole Foods, aligning trade programs with brand initiatives to exceed volume and value
targets.
• Built and maintained executive-level relationships with retail buyers and category managers, ensuring
alignment between supplier objectives and retailer goals to drive category share.
• Led a cross-functional team in the execution of marketing activations, leveraging syndicated data and
shopper insights to optimize budget, promotional planning, and overall brand presence.
• Directed P&L management, forecasting, and inventory planning for the region, ensuring alignment of
pricing strategy and promotional ROI with overall business objectives.
• Drove a successful RTM transformation at BevMo! / GoPuff for key brands, optimizing distribution
models to improve operational efficiency, profitability and reduce costs.
• Managed team performance through regular reviews, coaching, and performance huddles, promoting a
culture of accountability and collaboration.
Key Achievements:
✔ Increased performance in major accounts by implementing tailored regional strategies and leveraging
consumer data to optimize product assortment and pricing.
✔ Launched multi-market initiatives that resulted in a 20% growth in depletions and significant gains in shelf
placements.
✔ Led the execution of quarterly trade calendars, aligning supplier programming with regional retailer
requirements, driving consistent execution and improved results.
Developed and executed category strategies across 150+ retail locations, optimizing supplier engagement and
ensuring alignment with corporate and regional goals. $350MM in revenue.
• Drove +15% YoY revenue growth through strategic marketing, promotional calendars, and mix
optimization, significantly improving chain account performance.
• Collaborated cross-functionally with commercial finance, merchandising, and supply chain teams to align
forecasts with sales and inventory targets, ensuring profitability and inventory accuracy.
• Led national and regional negotiations with key suppliers to execute successful marketing programs,
resulting in increased market share and retailer engagement.
Key Achievements
✔ Successfully implemented omni-channel marketing initiatives and optimized product assortments, improving both in-store and online sales.
✔ Developed and implemented an integrated Supplier Relationship Management (SRM) system that streamlined communication and program execution, boosting overall supplier satisfaction.
Oversaw $380M spirits category including pricing, supplier negotiations, and promotional calendar development.
• Spearheaded supplier-funded promotional planning and execution, collaborating with distributors to align
brand goals and field activation.
• Implemented data-driven assortment planning using POS, IRI/Nielsen data to optimize shelf presence and
SKU productivity.
• Led seasonal planning (OND, summer programs) and ensured programming success through
collaboration with sales and marketing.