Charlotte, North Carolina, United States
Results oriented Director with Leadership in Sales, Brand Strategy, National Accounts, Sponsorships, and Startup Operations. Relationship oriented professional honed to produced successful results (5 time Anheuser-Busch “Hi-Five” Winner) through the development and execution of effective sales and marketing strategies. Experienced leader of multiple teams with broad based knowledge of the CPG industry and RTM functions – sales, marketing, logistics, forecasting, and inventory. Perennial top performer with 96%+ achievement during a loyal 17+ year one company term focused on leveraging relationships, driving topline revenue, distribution, and consistent market share growth. Adept at building productive cross-merchandising campaigns, partnerships through sponsorship, operational management, strategy, and price optimization.
• Directing 6 employees to growth of $14mm tech startup investments - WheelRight, Fleet Vendor, and Fleet Keeper. • Implementing process change across all LOBs: Marketing, Pricing, Inventory Management, Sales, and T&E efficiencies. • Organized WR inventory of $4mm+ applying new inventory management protocol, loss prevention, and cost reductions. • Charged with orchestrating 3rd party marketing agency redevelopment of product offerings. • Wheel Right Board Member (UK), Tech Board Advisory Board Member 2023
Promoted to KAM -> Sr. KAM creating, building, and stewarding C-Store relationships with national/regional Chains • Execute total account management of Sheetz ($207mm), 7-Eleven (NC/SC), Murphy USA (NC/SC), Quality Mart, Market Basket, Rushco, and Times Oil with revenue responsibility over $295mm+ of Anheuser-Busch products. • Lead a team of four (4) Category Space employees creating and editing planograms based on DOS and SKU velocity. • Seeded 95%+ innovation items each of last 6 Spring Resets (#1 out of 23 Region KAMs/3rd nationally in distribution KPIs) • Grew market share .4%, .3%, 1.3%, 1.2%, 2.2%, 1.9% Yrs 2016-2021 respectively. • Strategically apply a $403k budget across 8 Decision Points and 65+ wholesalers in a 9-state territory • Utilize proprietary BIR, IRI, PowerBi, BrewBox, etc… data information/tools to analyze trend, grow sales and share. • 1st KAM in the nation to place NA product Teavana and Ghost in 6 SKU chain-wide mandate at Sheetz. • Enjoying 7-year consecutive dollar and C/E sales volume growth across all DPs and share growth in 5 of 8 DPs.
Promoted to lead new regional trade channel marketing initiatives to grow sales, distribution, and market share. • Negotiated, planned and activated strategic brand partnerships/sponsorships with NFL, NBA, NHL, PGA, NASCAR teams including Carolina Panthers, Tennessee Titans, Carolina Hurricanes, Tennessee Predators, Charlotte Hornets, Memphis Grizzlies, Live Nation, Airports, Country Music Awards, Wells Fargo Championship, RBC Heritage, and Special Events. • Worked to activate 100+ events with 50+ wholesalers to support all retail and sales event marketing activities in the states of North Carolina, South Carolina, and Tennessee generating direct sales of 1+ million cases of beer annually. • Activated an annual budget of $8.9 million to develop, communicate, and execute national/regional/local marketing/media/sponsorship plans and generate ROI. • Improved market position and sales results through facilitation of strong cross-functional communication, utilizing data and consumer insights to identify category opportunities and performing analyses to uncover and address trade gaps. • Developed positive relationships to drive business results with key retailers including Kroger, Harris Teeter, Walmart, Food Lion, Bi-Lo, Ingles, Circle K/Pantry, Spinx, and Publix, . • Collaborated with Trade Marketing/Media/Brand Team/3rd party partners to develop cross-merchandising programs.
District Manager - Charlotte, North Carolina (2013 to 2014) Promoted and relocated to provide oversight, strategy, and leadership of local sales and distribution efforts. • Provided direction and leadership to 5 wholesalers in South Carolina to maximize brand awareness, distribution, sales, and market share growth in a territory consisting of 3000+ accounts selling 11+ million cases of beer annually. • Conducted regular market visits to communicate region priorities, identify sales opportunities, develop pricing plans and selling strategies, motivate wholesaler sales teams, and ensure compliance with the Wholesaler Equity Agreement. • Led the implementation and execution of national and regional marketing programs, with local customization. • Analyzed sales, share, distribution, and pricing to uncover local market opportunities, managed the execution of national and regional marketing plans, and facilitated communication between ABI wholesalers and Anheuser-Busch.
Recruited to provide strategy and leadership of sales and distribution efforts to grow sales volume and market share. • Managed key pricing, sales, marketing and operational logistics throughout North Carolina and South Carolina working closely with 40 wholesalers and over 500 retail accounts, selling 40,000 cases annually. • Developed comprehensive sales, marketing, and pricing strategies to address competitive brand activity. • Increased distribution account base by 74 On-Premise accounts and 118 Off-Premise accounts in 2010. • Grew 2010 sales at key Off-premise retailers including a 93% increase at Harris Teeter, 1604% at Lowes Foods and 1800% at Ingles securing multiple brand packages in sets. • Evaluated and participated in $200k worth of sponsorship with Bonnaroo, Austin City Limits, Floyd Fest, MOOGfest.
Regional Director, Southeast – Charlotte, North Carolina Recruited to directly supervise promotional programs for client Anheuser-Busch in eleven major markets. • Provided leadership and direction to seven Market Managers, supervising 100 Agency Brand Ambassadors in Atlanta, Athens, Charlotte, Knoxville, Nashville, Raleigh and Miami for the “Making Friends” program. • Grew on-premise sales by 12% in targeted retail accounts, versus 2% national trend, and communicated market data to brand teams, including feedback on competitive promotional programs and consumer trends. • Managed all aspects of brand promotion and sampling programs to build relationships with retailers, connect one-on-one with consumers, convert competitive drinkers, and track on-premise trends. • Built relationships with brand teams, field sales managers, key retailers and 15+ independent wholesalers to maximize program results on-time and on budget and leverage success to expand agency business opportunities including the award of an additional four on and off-premise programs. • Influenced retailer decisions to carry additional Anheuser-Busch brands, and/or convert competitive taps. • Forecasted and managed a $2.4 million annual budget covering payroll, trade spending, and supplies. • Utilized exceptional communication skills to implement programs, analyzed data to improve program effectiveness, prepared post-event evaluations and recommendations to client and agency executives.
Associate Sponsorship Manager (Contract Position) – Charlotte, North Carolina Managed activation of on-site benefits for sponsors of the Wachovia Championship PGA Golf Tournament at Quail Hollow. • Ensured that all title sponsorship benefits were activated and all commitments were fulfilled. • Organized 1,500+ special event packages for PGA Golfers, VIP clients and guests; negotiated contracts; procured premiums and giveaways; coordinated logistics with transportation and hotel contacts.