Greater Tampa Bay Area
Sales and Marketing Services, Beer Industry Consulting, REI, Property Management
Sales Team Management, National Account Management, Wholesaler Management, Projections and Forecasting, Pricing and Promotions.
Responsible for all aspects of field sales including distributor management, sales team management for a staff of 10, chain/key account management, sales team performance and development, strategic direction, pricing, route-to-market, annual/quarterly/monthly planning, budgeting, and execution for this 100K+ barrel capacity craft brewer, the largest in the burgeoning Florida craft beer market.
Responsible for business development, prospecting, account management, account planning, budget allocations for key accounts and national chain accounts including Publix, Kroger, Winn Dixie, Harris Teeter, Whole Foods, Fresh Market, Total Wine & More, ABC Fine Wine and Spirits, and other large and small chain accounts, both on- and off-premise across the Southeast U.S. Developed channel sales plans and account specific plans to meet company growth objectives; establishing pricing parameters, brand/package placements and adjacencies, quantity discount program, and promotional calendars. Secured new distribution in national accounts with new authorizations, temporary price reductions, and feature and display activity. Conducted sales team, distributor, and retailer staff training, work-with programs, crew drives, and sales meetings throughout Florida; and new market introductions and roll-outs in North Carolina, Georgia, Alabama, & Tennessee. Developed distributor focus selling periods and incentive programs to increase distribution and sales; increasing distribution of core brands by an incremental 30% within Publix Orlando, almost doubling sales (+74%) in 2015.