Experience

McClelland Premium Imports

• Canada
• Consumer Goods
• 1 - 100 Employee

• Sales Director - Ontario / Western Canada

  • Jul 2021 - Present

• Business Development Manager - Western Canada

  • Nov 2012 - Jul 2021

  Dynamic, multi-faceted role that encompasses managing the growth and development of a unique portfolio of premium European Specialty Beers in Western Canada. Responsibilities include leading and developing relationships with Liquor Boards and National Key Accounts based in Western Canada. Also responsible for managing a sales team of 8 people while reporting to the National office in Mississauga. Other responsibilities include forecasting and developing optimal routes to market to ensure fresh product at competitive pricing with an eye to optimize margin opportunities for the company. Developing partnerships and relationships in the community channel to build awareness and trial for portfolio. Build and manage sales execution of trade activities in retail and on premise licensed establishments with western sales team. Oversee budget management from a national, regional, and territory level with respect to investment in the Western Canada business. Since joining the organization, the business in Western Canada has more than doubled in size and grown 151% from 2013 to 2016.



Labatt Breweries of Canada

• Beverage Manufacturing
• 700 & Above Employee

• Key Account Manager - MB/SK

  • Nov 2010 - Oct 2012

  Responsibilities included managing the relationship and business development with the Manitoba and Saskatchewan Liquor Boards. Built relationships at multiple levels within each Liquor Board. Worked closely with Labatt Customer marketing manager to develop annual retail activation calendar for Liquor Boards. Objective to secure maximum number of retail executions, grow distribution and optimize rate of sale programs to drive market share and profitability in very strategic retail channel. Personally managed market program rollout and execution guidelines with sales reps who called on government retail stores. In 2010, the role changed to include SK marketplace. SLGA is the 2nd largest retail customer in western Canada. Instrumental in stopping 10 years of market share decline. In 2011, contributed to achieving the first year of market share growth for Labatt with a customer that represents 50% of the beer sold in SK. Also managed large independent customer groups within MB.

• Territory Manager

  • Jan 2003 - Oct 2010

  Managed the largest geographical and volume territory for Labatt in Canada. Also responsible for maintaining the highest market share for any territory in MB as well as achieving one of the highest market shares in Canada. Managed 2 part time representatives because of the large geographic territory. Personally managed a number of very large community events/ sponsorships for Labatt including all areas of planning, negotiation and execution. In 2007, recognized as the Territory Manager of the year.

• Oland Specialty Beer Company - Premium Beer Merchant

  • Nov 1997 - Dec 2002

  Started in 1997 as the very first representative in Manitoba for a hybrid sales organization created by Labatt/Interbrew. This organization focused on introducing the premium portfolio for Interbrew and Labatt. Personally launched brands including Alexander Keith's and Stella Artois into the MB marketplace. Built strong relationship with MLCC and played a critical role in assisting the MLCC develop their category management principles for import and premium beer that are still adhered to today. Recognized as one of the top performers in the country and received an 'Award of Excellence' in 2001 for sales result achievement in 2000.