General Manager

• Jul 2021 - Present

Director- Southern Business Unit - Integrity Wellness Brands

• Jun 2021 - Nov 2022

Vice President, Sales (Since Jan. 2019) | Vice President, Business Development (Jun. to Dec. 2018)

• Jun 2018 - Jun 2021

Recruited and promoted to lead sales and business development efforts to grow the developer and seller of a sales execution platform enabling beverage distributors access to real-time data and metrics to drive growth. • Designed, created, and execute sales and business development programs to promote the new mobile app to beverage distributors across the U.S.; collaborate with company founder on implementing the new platform. • Continuously prospect for new business through referrals, cold calling, networking, and leveraging past relationships. • Presented and sold iSellBeer products to distributors nationally and provided onsite training to ensure adoption by the distributors sales teams. • Develop and deliver sales presentations showcasing the capabilities of the mobile app which empowers the alcohol industry with real-time, total-market visibility against execution metrics that drive growth including displays, on-premise, tap handles, points of distribution, sales merchandising, and floor-to-store market share. • Promote competitive advantages of the system which is the fastest and easiest app to use in the industry. • Cultivate effective customer relationships with multiple Anheuser-Busch, Molson Coors, and Wine, Spirit, and Craft Distributors. Show less

Vice President, Sales

• Jun 2010 - Apr 2018

Recruited to develop and lead sales efforts to grow from a regional to a national craft beer supplier for an independently owned, award-winning craft brewery which produces an eclectic line-up of specialty craft beers. • Developed and implemented comprehensive sales and growth strategies to successfully establish a network with 250 distributors in all 50 states, and to grow sales from 1,400 barrels to 100,000+ barrels (37th largest brewery in U.S. in 2016). • Recruited, hired, trained, motivated, and evaluated a team of 50 Sales Representatives nationally, and built a national account team calling on buyers at chain accounts including Kroger, Walmart, Publix, Costco, and Safeway. • Coached Sales Representatives on sales skills including market management, forecasting & sales planning, prospecting/pipelining within account base, deal negotiations, and reporting accuracy. • Fostered a culture of accountability, professional development, and high-performance. • Developed and implemented an Annual Business Plan process to establish, execute, and measure distributor objectives. • Performed high-level business development activities, including identifying key decision makers, delivering presentations, negotiating deals, and gaining new placements. • Assessed sales pipeline, activity and forecasts to determine sales progress & areas for refinement/improvement • Cultivated and strengthened relationships with key retail accounts in all channels of trade. • Created, implemented, and upheld companies’ standards and led an effective go-to-market strategy. Show less

Sales Manager

• 2006 - 2010

Oversaw all sales efforts for the general market and non-key account off premise retailers to meet and exceed sales goals for a beverage distributor featuring the Coors Brewing Co. portfolio and selling several million cases annually throughout San Diego County. • Hired, trained, motivated, led, and evaluated 9 Area Sales Manager, 50 sales Representatives, 3 Category Managers, and 40 Merchandisers in the planning and execution of 400+ SKUs in the chain, broad market and convenience store channels. • Developed and presented monthly / quarterly sales presentations and joint business reviews to local and regional Chain District Managers and Military (National) Accounts; sold-in new products, packages, and draught placements. • Recognized for consistently driving sales growth and fulfilling customer satisfaction objectives. • Created programs and incentives ensuring focus and execution of the portfolio programs and objectives within the distributor. • Developed and implemented specific programs focused on the Military, Latino, and LBGT consumers which delivered double digit growth in these demographic accounts. • Supervised the local Latino 360 program overseeing street level execution, radio buys, budget, and program development. • Designed, developed, and executed shelf sets using the space-to-sales strategy. Show less

Division Sales Manager | Area Sales Manager | Sales Representative

• 1992 - 2006

Recruited and promoted several times over 14 years; consistently recognized as a top performer in the organization for a full-service distributor of a wide range of beer products including the Miller Brewing Co. portfolio to San Diego County. • Provided leadership and direction to 5 Area Sales Manager, 25 Sales Representatives, 1 Category Manager, and 15 Merchandisers in the planning and execution of 300+ SKUs in the broad market, on-premise, and convenience store channels. • Built key retailer relationships by providing exceptional service and a portfolio of popular brands. • Developed and managed account plans & budgets, prepared & presented account business reviews, and utilized information-based tactics to sell-in strategies, promotions, space management, and distribution priorities to key decision points. • Created, implemented, and executed on- and off-premise promotions to improve brand awareness and generate sales. • As Sales Rep. directly executed the sales process for the entire Mesa Distributing portfolio, built relationships with retail accounts to drive sales growth, and provided excellent account service by understanding customer needs. • Served on Board of Directors, California Independent Grocers and Convenient Stores Association (2004/2005). Show less

Platoon Sergeant, Chief Instructor, and Squad Leader

• 1983 - 1992

Fulfilled a nine-year commitment following high school graduation with several promotions into leadership positions. • Managed 60+ Marines in various roles and responsibilities as Platoon Sergeant on the infantry side. • Served as Chief Instructor for Marksmanship, Combat Rifle and Pistol Course – Division Schools 1st Marine Division (1991/1992). • Served in Operations Desert Shield and Desert Storm; awarded the Navy Achievement Medal by Secretary of the Navy. Fulfilled a nine-year commitment following high school graduation with several promotions into leadership positions. • Managed 60+ Marines in various roles and responsibilities as Platoon Sergeant on the infantry side. • Served as Chief Instructor for Marksmanship, Combat Rifle and Pistol Course – Division Schools 1st Marine Division (1991/1992). • Served in Operations Desert Shield and Desert Storm; awarded the Navy Achievement Medal by Secretary of the Navy.