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My Resume   

 

PROFESSIONAL ​INFO​​

"Confidence and enthusiasm are the greatest sales producers in any kind of economy".
                              -O. B. Smith

Sales Management Specialist with dynamic cross-functional expertise and business acumen. Successful at establishing the vision, goals, and pricing strategies necessary to build brands and grow a premium wine and spirits business.  Accomplished at implementation and achievement of annual sales goals, accounts sold goals, and distribution growth. Excel at multilevel distributor relationships, key account relationships, and partnering with all core business operations to significantly increase the company’s foot print, expand market share, and generate sustainable revenue and EBIT gains.  A team builder with strong P&L and general management skills.

WORK EXPERIENCE​​

March 2017-Present
VP-SALES - WEST DIVISION

SOUTHWEST SPIRITS & WINE, LLC - Dallas,TX                                                                 (Privately held corporation, Volume $+35M)

2010 - present

Responsibilities include: Expanding brand distribution and opening new markets in the Western US. Directing, coordinating, and implementing tactical sales and distribution programming across chain and general market on/off channels.  Successfully motivating and managing a sales team of 6 direct reports.

  • Design and execute price programming and incentive programs for distributor management and sales teams at SGWS, RNDC, YMCo.

  • Cultivate key relationships, manage key accounts and support programming in all markets.

  • Discover, develop, and aggressively pursue niche marketing and brand growth opportunities.

  • Manage sales forecasts and marketing budgets, ensure accurate program accounting and monies owed.

  • Leadership, direction, and training to field sales personnel.

2015 - 2017
PROPRIETOR

RSH Consulting, Modesto, CA

​Specializing in the development of brand optimization strategies and new brand generation.  Inclusive of; competitive analysis, social, DTC, and sales channel development tactics, strategic positioning, targeted distribution, three tier distribution enhancement.  Featuring added expertise in product and packaging development, production management, USPTO and TTB compliance management.

2013 - 2015
WESTERN REGION MANAGER

FISHBOWL SPIRITS, LLC/ BLUE CHAIR BAY RUM - A Kenny Chesney Company

(Privately held corporation, Volume $7.2M)

2010 - present

Responsibilities include: directing, coordinating, and implementing sales functions across chain and general market channels.   Develop and execute price programming and incentive programs for distributor management and sales teams. Develop and manage key accounts and support programming in all markets.  Discover, develop, and aggressively pursue niche marketing and brand growth opportunities. Manage sales forecasts and marketing budgets, ensure accurate program accounting and monies owed. Leadership, direction, and training to field sales personnel.

  • Expanded brand distribution including opening new markets in 10 western states inclusive of control states in the pacific Northwest.

  • Developed and obtained new chain store authorizations (Albertson’s, Safeway, Von’s, Stater Bros., Ralph’s, BevMo) expanding the distribution foot print inclusive of chain programming implementation in CA, WA, NV, AK, and HI.

  • Developed and implemented successful retail channel pricing strategy and distributor distribution and goals programming and management that generated 4,000 new points of distribution in 12 months.

  • Successfully motivated and managed a sales team of 4 direct reports.

  • Excellent distributor management skills and rapport.

2002 - 2013
National Sales & Marketing Manager

THE SOLOMON WINE COMPANY, Modesto, CA

(Privately held corporation, Volume $2M)

Design, plan, and execute strategic business objectives, formulate and direct all sales and marketing strategic planning initiatives.  Effectively marshal production, capital, and human resources, producing cost effective results, and growing profitable business. Create and establish new products, new product innovations, and introduction/launch strategies.  Direct collaboratively the manufacturing, operations, R&D, finance, and IT operating functions. Oversee 20 employees and manage 5 direct reports.

•   Directed a winery start-up from concept to successful operations of a BW facility, three distinctive brands, two tasting rooms, wine club, and national wholesale distribution.

•   Developed a portfolio of new innovative wine brands, multiple products (SKUs), and distinct styles, with proprietary packaging innovations that garnering national media acclaim, consumer, and retail acceptance that generated over $1,000,000 in incremental sales.

•  Created intellectual property and trademarked packaging design adding significant value to brand equity and improving sales by 216%

•  Introduced a retail business initiative opening two tasting rooms that optimize direct consumer brand exposure and brand awareness that simultaneously increased the revenue streams by 47% and bolstered gross margin.

•  Managed the successful import distribution and expansion of an Aussie import wine on a national level achieving case sales volume in advance of 100,000 cases in 18 months.

 

1998 - 2002

Director of Sales & Marketing

EAST-SIDE WINERY INC., Lodi CA

(Dba. Oak Ridge Vineyards, A California grower owned cooperative, Volume $35mm)

Responsible for the direction of all aspects of cased sales both domestic and international.  This included: development and implementation of profitable pricing and promotional programming, national distributor and broker network management, budget development and management as well as the recruiting, training and management of personnel.   Directed all aspects of marketing to include: tactical channel marketing and implementation, brand development and packaging design, collateral flow and POS materials design, marketing information systems, advertising procurement, and public relations. Additional responsibilities included national distributor network restructuring and expansion as well as directing California grocery chain sales personnel and programming activity. Managed 3 direct reports.

•   Designed and implemented sales and marketing strategies that included the re-positioning and re-packaging of the current portfolio of wine products into growing price segments that incrementally increased volume by 37% while simultaneously enhancing margin by 84%.  

•   Instituted the expansion of the wine portfolio into the super premium price segments by developing and introducing a new super premium varietal wine brand and a super premium dessert wine brand that generated incremental volume increases of 13,000 cases with gross margins exceeding 300%. 

•   Developed original marketing concept that was fully integrated with radio, print media, and collateral flow and display materials for a value varietal wine brand, which spawned organic sales growth of over 15,000 cases in a 12-month period.               

•   Directed the expansion and integration of the winery’s new sales data management capabilities, giving the winery the ability to analyze internal and external data in multiple platforms.  This facilitated improved efficiency and accuracy in national pricing and budget management mitigating the need for interface outsourcing resulting in a 38% cost savings.

•   Implemented new internal graphics capabilities that resulted in increased efficiency and corresponding cost savings of 50%. This reduced the development time of the design process by 60% and increased accuracy by 100%.

INTERNATIONAL DISTILLERS & VINTNERS, San Mateo, CA

1994 - 1998

(A subsidiary of Diageo PLC, sales revenue + $4.0b)

Region Manger

1990 - 1994

District Manager (N. California/N. Nevada)

1988 - 1990

Western Region Area Manager

North West Division Chain Manager

1985 - 1988

HEUBLEIN INC., Hartford, CT

(A subsidiary of Grand Metropolitan PLC, + $4.0b)

JIM BEAM BRANDS CO., Chicago, IL

JOESPH E. SEAGRAM & SONS, New York, NY

(Seagram Beverage Co. USA, Revenue: $400mm, Brands: Seagram Coolers)

(A wholly owned subsidiary of American Brands $900mm)

EDUCATION

California State University, Long Beach

Bachelor of Science - Financial Management

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