Madison, Wisconsin, United States
What started as stocking shelves has grown into building the strategy behind them. I've spent 10+ years in wine and spirits distribution, growing from merchandiser to Category Manager within the same organization. Today I manage planogram programs across 200+ retail locations, analyze POS and Nielsen/IRI data to drive assortment decisions, and have driven 2,400+ new points of distribution across wine, spirits, and THC in a single year. Open to connecting with others in the industry and exploring new opportunities where category management, data analysis, and retail strategy intersect.
As Category Manager at Frank Liquor Company, I turn POS insights and syndicated data into planograms and assortment decisions that drive measurable results across a 200+ location retail footprint. My work spans some of Wisconsin's most recognized regional retailers, including Woodman's, Kwik Trip, Hy-Vee, Piggly Wiggly, and Metcalfe's, with accounts ranging from $30K to $10M+ in annual revenue. -Develop and maintain planograms across 200+ retail locations, managing 120+ reset projects annually and directly leading on-site teams of 3–10+ for independent account resets. -Analyze retailer POS and Nielsen/IRI syndicated data to build assortments that drive efficiency, maximize category profitability, and capitalize on wine, spirits, and THC trends. -Recommend new product introductions based on emerging trends and brand performance, driving 2,400+ new points of distribution annually across wine, spirits, and THC. -Build dynamic sales reporting tools utilized by 6+ stakeholders from sales representatives to VP level, consolidating POS data for streamlined business analytics. -Own product library management across 40,000+ SKUs, enforcing data integrity standards that underpin accurate planogramming and reporting.
After establishing myself on the merchandising side of the business, I transitioned into wine sales. I managed and grew a territory across 25+ retail accounts in the greater Madison region while competing against 5+ other distributors for shelf and floor space. This role sharpened my ability to consult retailers on their business, identify opportunity gaps, and build the kind of trust that turns a transactional relationship into a long-term partnership. -Managed and grew a wine sales territory across 25+ retail accounts, competing against 5+ distributors for shelf and floor space. -Drove new distribution and expanded Frank Liquor's wine portfolio share by securing optimal product placement, brand adjacencies, and supplier positioning standards. -Consulted retailers on their wine business, identifying opportunity gaps and persuading buyers to invest in larger deals and expanded assortment from a 150+ brand portfolio. -Built and maintained strong retailer relationships through regular in-store presence, display builds, shelf maintenance, and hands-on account service.
Joined Frank Liquor as a Merchandiser and was promoted to Lead within the first year, taking on route management and team coordination responsibilities alongside my day-to-day execution work. This role gave me my first look at the operational and communication side of distribution, bridging the gap between the sales team and the people putting products on shelves. -Promoted to Lead Merchandiser within the first year, taking on route management and team coordination responsibilities across the Madison region -Served as primary liaison between the sales and merchandising teams, ensuring communication and execution aligned across both functions. -Created and optimized routes for a team of 6 merchandisers, improving coverage efficiency across the territory. -Executed daily merchandising across 6–8 accounts, stocking beer, wine, and spirits, building displays, and delivering racks and point-of-sale materials.
My introduction to the wine and spirits industry. Starting at Johnson Brothers gave me a ground-level understanding of how products move through retail, how displays drive attention, how shelf placement impacts sales, and how showing up consistently builds retailer trust. The habits and instincts I developed here have followed me throughout my career. -Merchandised wine and spirits across a multi-market territory spanning Milwaukee, Kenosha, Lake Geneva, and surrounding areas. -Built and installed displays, racks, and point-of-sale materials while maintaining consistent, service-oriented retailer relationships. -Ensured accurate shelf placement and product availability across accounts through reliable daily route execution.