Chad Atherton
National Sales Director at Toppling Goliath Brewing Co.- Claim this Profile
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Bio
Credentials
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Certified Cicerone
Cicerone Certification ProgramMay, 2012- Nov, 2024
Experience
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Toppling Goliath Brewing Co.
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United States
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Food and Beverage Services
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1 - 100 Employee
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National Sales Director
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Jan 2022 - Present
Serve as the Executive Leader for Sales/Distribution and Market Development. Responsible for short/long term strategic business planning and executing volume, revenue, and brand development goals. Lead the management and motivation of a growing Sales and Marketing team to execute sales, distribution, and brand building strategies. Responsible for the professional development of team members to advance their skills and professional experience. Strive to maximize brand presence and awareness both regionally and nationally by leading the evaluation and procurement of strategic partnerships that enhance consumer experience and drive revenue. Strategic Corporate Pillar collaborator and leader for Financial Growth, Product Quality, and People.
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Founders Brewing Co.
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United States
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Food and Beverage Services
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100 - 200 Employee
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Director of Market Development
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Sep 2019 - Jan 2022
Focused on building the Founders' brand, sales, revenue, and profitability in focus markets with a goal to secure long-term legacy. Collaborate with internal teams including sales, marketing, retail, finance, and production to conceptualize and execute performance goals. Key responsibilities in organizational structures, budgeting, sales strategy, marketing campaigns & activation, local media partnerships, trade marketing and POS activation, product assortment, and external sponsorships and partnerships. Foster key business and community relationships to maximize brand presence, sales/revenue, wholesaler development, retail execution, and corporate social responsibility through local community partners.
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Sales Training Manager
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Jul 2016 - Sep 2019
The Sales Training Manager is an integral part of the Founders commitment to training and organizational development. Focused on developing sales roles and responsibilities, systems and process, executing field training, developing sales training improvement initiatives, and delivering classroom training seminars. Act as a consultant to sales leadership and managers by updating them on trends and opportunities observed in the teams they work with. Develop organizational readiness levels through field work-withs, classroom training, and program creation/execution. Develop and publish yearly overall training plan. Responsible for effectively communicating and teaching through: conducting selling skills, people management/development, and wholesaler communication/management. Identify core opportunities and develop initiatives, programs and training. Collaborate with managers and sales leadership to develop high potential, future senior managers. Leader in driving company initiatives through wholesale and retail partners. Current in and able to teach general market and competitive trends including: sales trends, competitive activities, and company/distributor activities that effect performance in the marketplace. Perpetually open to and searching for creative and innovative training techniques and initiatives to support company performance and individual skill levels.
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Regional Market Manager
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Jun 2013 - Jul 2016
Responsible for the management of all sales, marketing, and distribution across multiple states and wholesalers. Roles included supply chain management, budgeting, goal planning, special event coordination, promotion scheduling, data analysis, pricing, rep coaching/training. Served on the Sales and Marketing Council to identify marketing opportunities that tie into sales initiatives for the entire company. Member of the “Principles of Founders Committee” identifying, quantifying, and living company culture. Internal Sales Trainer. Tasked with wholesaler evaluation and appointments in new territory expansion as well as corrective action implementation with low performing distributors. Able to work in conjunction with other people inside and outside the company to encourage teamwork and drive aggressive growth in assigned territory.
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Founding Partner
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Jul 2013 - Nov 2017
Founded and operated a small organic farm specializing in Hops, Garlic, and Honey Bees. Operation included nearly 10 acres with over 2,500 Hop plants, 15,000 Garlic bulbs annually, and full scale apiary and honey processing. Provided local breweries, restaurants, and grocery with organically produced ingredients for their food and brewing needs. Partnered with other local farmers and co-ops to share best practices and also pool labor during planting and harvest season. Founded and operated a small organic farm specializing in Hops, Garlic, and Honey Bees. Operation included nearly 10 acres with over 2,500 Hop plants, 15,000 Garlic bulbs annually, and full scale apiary and honey processing. Provided local breweries, restaurants, and grocery with organically produced ingredients for their food and brewing needs. Partnered with other local farmers and co-ops to share best practices and also pool labor during planting and harvest season.
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Craft Brand Manager
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Sep 2010 - Jun 2013
Managed and grew the specialty and craft beer portfolio of a top performing Miller/Coors Distributor. Direct report to the President and Vice President of the company. Responsible for expansion, growth, and management of multiple craft beer brands. Very versed and responsible in: supplier management, retail sales and relations, pricing structure, merchandising, inventory control, forecasting and ordering, report tracking, retail promotion and programming, human resource management, special event coordination, brand acquisitions, product introduction, shelf space management, and product knowledge instruction. Achieved the 2nd level of Certified CiceroneTM in the Cicerone Certification ProgramTM. Acted as the lead educator and product knowledge expert for the company and remain in a perpetual state of education of self and others about beer and the surrounding industry and culture.
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Owner/Operator
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Apr 2000 - Jan 2010
Proprietor/Operator of a bar/restaurant/catering concept. Built a small, 20 seat, fast casual/take out concept into a 3 location bar/restaurant with full liquor licence, entertainment, and large scale catering capability. Responsible for day-to-day operations, marketing, sales, staff education/training and accounting. Passion for entrepreneurship, industry, customers, and local community led to successful business ventures within all 3 locations. Proprietor/Operator of a bar/restaurant/catering concept. Built a small, 20 seat, fast casual/take out concept into a 3 location bar/restaurant with full liquor licence, entertainment, and large scale catering capability. Responsible for day-to-day operations, marketing, sales, staff education/training and accounting. Passion for entrepreneurship, industry, customers, and local community led to successful business ventures within all 3 locations.
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President/Founder
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Mar 2006 - Oct 2008
ELBS was created as a renewable energy and sustainable lifestyle consulting company based in Boulder Colorado. Over a 2 ½ year period, ELBS had the opportunity to help a number of businesses, individuals, and community groups make a transition toward a “greener” existence through the introduction of renewable energies, waste consolidation/recycling, and resource conservation. ELBS also had great success in the generation, development, and implementation of alternative and sustainable agriculture projects. Some areas of specialty include bio-fuels, water reclamation, alternative agriculture, sustainable agriculture, and the exploration/implementation of recyclable/compostable materials and methods.
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Education
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1999 - 2003
University of Colorado at Boulder
Bachelor, Environmental Science, Policy, and Economics
Community
