Strategic leader and Chief Commercial Officer in the spirits industry, driving revenue growth through innovative market strategies, global partnerships, and a deep understanding of consumer trends. Proven track record in building high-performance teams and fostering key client relationships. Passionate about elevating brands and driving business success in the dynamic spirits landscape.

https://www.casaazulspirits.com/

Managing all business in Western US

Managing all channels of business in CA, WA, OR, AK and HI.

Responsible for the top producing market in the country, overseeing the spirit and wine portfolio across all channels with volumes over 270,000 9L cases, $36MM in sales and $10MM market budget• Developed CA off-premise chain strategy, generating 72% of sales volume for state• Focused chain strategy around highest volume accounts: Albertsons-Vons, Safeway, Smart & Final, Ralphs, Costco, CVS, BevMo, Total Wine & More, Rite Aid and Stater Bros• Orchestrated the single largest month of sales volume for a market in company history• Achieved 110% goal attainment two years in a row on wine portfolio consisting of AchavalFerrer from Argentina and Arinzano from Spain• Developed new cost cutting tactics in order to save the company from financial losses• Created go-to-market plan for innovation spirit and wine brands, and successfully launched five in the first 18 months exceeding volume and distribution goals• Managed all executive distributor relationships with Southern Glazers Wine & Spirits to ensure sales goals were attained each year, outpacing the category trends• Created and maintained new sales reporting systems and procedures to increase incremental volumes year over year• Managed a team of eight, including two regional sales managers and six key account managers

Responsible for all trade channels and P&L for the Western U.S.• Created and managed all budgets and programming in the Western US for spirit brands• Successfully launched three new brands in the first six months in six states exceeding sales and distribution goals• Created periodic financial and sales analysis to identify issues and ensure sales and dollar volume were on correct growth curve• Increased distributor awareness and sales through strong executive-level relationshipdevelopment with Southern Wine & Spirits and Young’s Market Company• Managed a team of six, including a state manager and five market managers

Responsible for managing budgets and pricing for all trade channels with a focus on national account business in each state, CA, AZ, NV, NM, HI, AK• Increased sales by 81% in the first 12 months, exceeding sales and distribution goals by 150%• Created and managed successful distributor incentive programs to achieve sales goals in six states with Southern Wine & Spirits• Hired a high-performance team of four, including market managers and brand ambassadors

Responsible for all trade channels in California, driving sales, maintaining state budget and coordinating pricing• Increased sales by 60% in the first 12 months, exceeding sales and distribution goals by 115%• Rebuilt relationships with key accounts and Southern Wine & Spirits to drive and accelerate growth• Hired, trained and managed, two market managers and brand ambassador for CA

Responsible for distributor sales team of seven reps from Central Coast to Orange County• Increased total portfolio sales 136% in five years in the highest grossing territory

Responsible for successfully servicing 65 accounts within a demanding territory while continuously increasing customer satisfaction indexes• Achieved +$500MM sales growth, from $1.5MM to over $2MM in sales annually