Alex Murdoch Email & Phone Number

Toronto, Canada Area

Southwestern Ontario

Responsible for Mississauga, Oakville, Burlington & Hamilton Retail LCBO, TBS, Grocery & On-Premise Accounts.Growing distribution & market share in the licensee channel for Sleeman, Sapporo, Pabst Blue Ribbon, Old Milwaukee, Okanagan Springs, Unibroue & Anchor Brewing.

Oakville, Burlington, Milton, Hamilton, Brantford, Guelph

• Responsible for Oakville, Burlington, Hamilton, Milton & Guelph - On Premise Accounts and retail coverage of LCBO and The Beer Store channels. Growing brands such as Miller Genuine Draught, Miller Lite, & premium.
• 204% over target on MGD sales in the on premise channel in the first year
• Analytic data super user for the GTA team on the analyzer platform creating custom profitability reports to discover customer insights
• Implemented a custom CRM e blast online tool called outstand.com to reach called on customer database and provide valuable pricing updates of LTO’s and programming
• Regional key account management with CMG Entertainment Group, Sircorp & Pub Co.

Toronto, Canada Area

• Responsible for the continuous development and ongoing execution of Regional promotional activities of the Diageo Canada portfolio of products as they relate to the On-premise channel. Reporting directly to the.
• Build, communicate and execute regional promotion programs for the On Premise
• Work with agencies to create contests that drive consumer purchase
• Sourcing of annual trade marketing program elements
• Creating sales tools and solutions that are required by the field sales team
• Participate in customer planning meetings to ensure alignment between sales objectives and marketing strategy. Build customer programs to drive sales while adhering to Diageo and the customer brand.

• Instrumental in growing $4.5 million in net sales value for South Western Ontario markets such as Hamilton, Brantford, Guelph, Kitchener-Waterloo and London. Successful in repairing relationships and market growth in.
• Top On Premise Territory Manager to achieve plan in Fiscal 2009
• Grew Kitchener/Waterloo/London territory in Spirits from –6.00 pts SOM to +5.6% in 1 year
• 8 months of successive Beer volume growth in 2010
• Loyal Partnerships with 7 of the top 10 On-Premise customers in the KW area
• Selected to mentor new members of the sales team, providing support and coaching

• Quarterbacked and delivered all promotional merchandising initiatives for 11 Territory Managers throughout the entire South Central Region. Influential in growing existing volume and distribution through building.
• Labatt Sales Training Certified 2004, Beer School Certification, Smart Serve Certification
• Maximized call coverage for over 150 accounts through effective route planning & Account management from St. Catherines to the Kitchener Waterloo region
• Full responsibility for all merchandising activity within the region; developing & Executing monthly territory plans and prospecting new on-premise accounts

Orchestrated and spearheaded the public relations and corporate communications strategies for several leading companies in the foodservice, consumer goods, retail and design industries. Oversaw the execution of strategic event sampling promotions of up to 50 representatives and delivered program review presentations for clients while traveling throughout.

Accounted for positive sales and merchandising relationships with grocery store chain managers, to further promote and enhance the Gatorade Brand Image. Handled a territory spanning the Kitchener, Brantford, and Woodstock region of Ontario.Key AccomplishmentsSecured high traffic locations in-store for product displays through persuasive selling and.

Bachelor’S Degree, Business Administration And Management, Honours

Education record