Experience

Shugarman's Bath

• United States
• Construction
• 1 - 100 Employee

• Design Consultant

  • Sep 2020 - Present

  After 25 years in the Wine & Spirits world I made a drastic career change. Thanks to Jeff Shugarman’s mentorship (& patience) I am having a great time and tremendous success in this industry. Change is good right?! We are the San Diego county Bath Planet dealer and loving how and what we do with Tub & Shower remodels in a few days. We have a collaborative team that pushes each other to be at the top of our game. We have had tremendous growth with this young, family owned company and I’m proud to be part of it all.



Valley of the Moon & Lake Sonoma Wineries

• Sonoma CA

• National Sales Manager

  • Sep 2016 - Jan 2020

  • Responsible for all US domestic sales. Total production of 25k cases and 10 sku’s. • Increased revenue by $600,000 and lowered expenses by $30,000 in the first year. Took over from a national broker and had a mammoth task of cleaning up older vintages and inventory around the county and in winery warehouse. • Fully engaged in the budgeting process and working with finance to balance profitability and maximize sales. Conducted monthly calls with finance to further both departments understanding of opportunities and obstacles. • Extensive travel to dozens of markets around the US. Hired and terminated distributors, pricing and negotiating margins, programming with portfolio managers. Market work with sales reps and managers. • Managed distributor network, hired and managed 6 brokers. Inventory, shipping and keeping current vintages and purging older vintages. • Created and implemented a national pricing template. Managed all pricing, programming, incentives, distributor bill backs. • Sought out and hired Trade Pulse for data reporting. Worked with their team to complete implementation and engaged all distributors, set up custom reports and trained our team in the use of the platform.



Raventós Codorníu North America

• United States
• Beverage Manufacturing
• 1 - 100 Employee

• Area Sales Manager

  • Oct 2015 - Jul 2016

  Codorniu Cava - Artesa- Aveniu Brands-Barcelona, Spain 2015 - Present Area Sales Manager of all Channels- CA, AZ, NM, NV & HW Management of 5 Distributors in all aspects. Call on all levels of large distributor from the President of Young’s Market to working with Sales Reps in territories throughout the state. Responsible for design and implementation of Yearly Planner; Set goals with all levels and with channels of distributors; Met regularly with channel heads to track success. •Managed team of 4 Key Market Managers in CA. Developed plans to increase distribution of primarily Spanish wine portfolio in the difficult market of CA by strategic incentives, programming and execution. •Responsible for all pricing, Inventory, Direct Import buys & calendar. •Managed remaining states on my own. Responsibilities included everything done in CA including calling on all levels, channels and departments to ensure brands were getting the focus and ensuring success in all states. •Lead the country in company program entitled “Zaco- Month”- Objective to increase case sales and Account Sold over previous year in one month. Programming, planning, execution and monitoring of success lead to CA double all increases of nearest competing state.



Hope Family Wines

• United States
• Wine & Spirits
• 1 - 100 Employee

• California Regional Manager

  • Jun 2012 - Jul 2016

  Liberty School Winery - Treana Wines/Hope Family Wines – Paso Robles, CA 2012 - 2015 California State Manager of all Channels- Chains and the Broad Market • Produced sales growth with a 22% increase in the first year. • Management of staff and distributors ~Called on all levels of large distributor from the President of Young’s Market down to working with Sales Reps in territories throughout the state. o Responsible for design and implementation of Yearly Planner; Set goals with all levels and with channels of distributors; Met bi-monthly with channel heads to track success. o Developed effective incentives, such as the self-designed “Suit Yourself” and “Fly Me to the Moon” programs which increased both case sales as well as increasing the number of accounts. o Worked directly with distributor Account Executives for Chains such as Vons/Safeway, Ralphs and Albertson’s. Monitored implementation of planners as well with the Merchandising Teams/Directors. • Developed multi-layered strategic growth plan to ensure all channels and all brands were put in the proper place to succeed. • Being part of a smaller “Family Owned” company allowed me to be part of big picture, long term planning and then implementing those plans all throughout the distributor organizations and state.



Kenwood Vineyards / Heck Estates

• California and Nevada

• Area Manager

  • Sep 2001 - Jun 2012

  Multi-State Manager of Heck Estates Portfolio for California and Nevada • Responsible for $5 million dollar budget- Depletion allowance, incentives, pricing program strategies o Continuously came in on or under budget with one of the best profitability per case in the nation o Territory produced 200,000 cases annually; 2011 showed a 5% increase on $15 million in sales • Managed top-producing Team of 8 District Managers o Provided open, coaching style management for problem solving and ensuring consistent profitability for entire portfolio; Created Team Mission Statement which directed autonomous daily decision-making • Responsible for $2 million dollar budget,4 direct-report reps, 2 distributors and 73,000 cases; Produced $5.5 Million in sales annually o Responsible for all pricing, programming, bill backs and inventories for all channels o Managed Chains and budget for scans and programming in conjunction with National account team. • Increased sales 29%, leading "Top Team" in US for sales in emerging brands through strategic client targeting o Initiated new “Quota Calendars” system for both On & Off Premise increasing profitability of entire portfolio o Focused on cost-effective success - Conducted monthly analysis of market strengths/weaknesses; designed targeted programs to enhance team success; Created/ implemented innovative sales incentives



Don Sebastiani & Sons

• United States
• Wine & Spirits
• 1 - 100 Employee

• District Manager

  • Jul 1999 - Sep 2001

  •Substantial market growth - sales exceeded $2.5 million annually; distribution 50,000+ cases • Managed high-producing Team - 4 teams of 10 managers,40+ sales staff of distributors o Produced success through team building motivational leadership o Designed innovative & successful incentive programs targeting varied market segments o Developed distributors for diverse market •Substantial market growth - sales exceeded $2.5 million annually; distribution 50,000+ cases • Managed high-producing Team - 4 teams of 10 managers,40+ sales staff of distributors o Produced success through team building motivational leadership o Designed innovative & successful incentive programs targeting varied market segments o Developed distributors for diverse market



Southern Glazer's Wine & Spirits

• United States
• Beverage Manufacturing
• 700 & Above Employee

• Sales Representative

  • Jan 1991 - Jul 1999

  - Portfolio included Stimson Lane, Mondavi and Beringer Wineries • Grew each assigned territory; Promoted into larger territories and accounts • Collaborated to develop largest producing territory with $3 million in sales - Portfolio included Stimson Lane, Mondavi and Beringer Wineries • Grew each assigned territory; Promoted into larger territories and accounts • Collaborated to develop largest producing territory with $3 million in sales