Cedric Smith Email & Phone Number

Rochester, New York, US

Rochester, New York, US

Leuven, BE

Leuven, BE

• Promoted to drive sales, share, and profitability in key geographies in the U.S. for the ABI brand portfolio across all segments for a leading global brewer that produces and markets the world’s best-selling beers.
• Provide leadership and direction to 8 direct report District Managers and Marketing Managers delivering 38 million in case sales.
• Deliver revenue targets through development/management of pricing strategy and SKU optimization to win across channels.
• Drive sales through development/implementation of relevant trade programming to grow top line in territories.
• Perform regular market visits to coach and motivate wholesaler sales team, facilitate alignment with key company initiatives, and conduct annual Wholesaler Assessments to ensure compliance with Equity Agreement.
• Regular interaction with NY CSO and region leadership team to develop long-term strategic initiatives and pilot activities.

Leuven, BE

• Promoted to plan, develop, and implement, trade strategy for the entire ABI brand portfolio for the on-premise segment.
• Provided leadership and direction to 6 direct-report Trade Marketing Managers, 6 Specialists/Coordinators, 30+ State Activation Managers, and 350 Brand Ambassadors (BAMS) with a multi-million-dollar budget for retail.
• Drove on-premise sales and market share growth by delivering brand strategy at 250,000 retail accounts nationwide through development and implementation of retail trade solutions based on consumer insights and APT.
• Oversaw multiple agency relationships to support brand families in key segments, maintaining proper brand image cues.
• Worked closely with corporate headquarters Sales and Marketing teams to develop route-to-market / retail strategy for each brand, and communicated plans to Field Sales teams to ensure efficient implementation.
• Participated in “top-to-top” joint business planning with key Retail Accounts in partnership with ABI Sales Directors.

Leuven, BE

• Promoted and relocated to develop and implement profitable brand growth strategy, and key sales drivers for Bud Light brands.
• Managed the full range of marketing elements to maintain & enhance brand health and grow market share for the world’s best-selling beer – Bud Light – plus brand extensions Bud Light Lime, and the Bud Light Lime.
• Oversaw brand positioning, lifestyle and mainline creative, consumer advertising, packaging, and media plans for a brand family selling 42 million barrels annually; managed the $400 million Bud Light Mega Brand.
• Defined brand strategy based on consumer insights, brand perceptions, sales & research data, and beer category analysis.
• Developed and approved all brand communications, creative, media executions (TV, Radio, Print, OOH, digital), point-of-connection elements and retail programming.
• Oversaw Bud Light Mega Brand experiential marketing initiatives which included the Bud Light Hotel South Beach during Super Bowl 2010, Bud Light Party Cruise with 5,000 participants, and the college marketing.

Leuven, BE

• Promoted and relocated to create & execute marketing programs and sponsorships with sports teams, events, and venues.
• Led ABI brand marketing in Indiana, Kentucky, and Tennessee by planning, coaching, and communicating with 70 wholesalers to locally execute brand marketing plans in support of national and regional strategic initiatives.
• Developed productive relationships and regularly created opportunities with key decision makers/influencers and marketing partners/organizations throughout the Region; managed a $3.0 million local marketing budget.
• Facilitated communication of brand strategies, and collaboration between Field Managers, Key Account Managers, Wholesalers, and Busch Media to build on key marketing partnerships to develop innovative programs to.
• Negotiated, planned and executed sponsorship and activation of local sports properties including Indianapolis Colts, Tennessee Titans, Memphis Grizzlies, Indiana Pacers, Nashville Predators, Memphis Redbirds, and.
• Maximized sponsorships with Churchill Downs, Kentucky Derby and NASCAR Brickyard 400 via custom programs at retail.

St. Louis, MO, US

• Promoted and relocated to lead sales & distribution growth initiatives and market execution in West Tennessee.
• Managed key pricing, sales, marketing and operational actions to consistently achieve targets to grow sales and market share for the ABI portfolio, working closely with 5 wholesalers selling 10 million cases annually.
• Provided direction and leadership to wholesalers to identify sales opportunities, and maximize brand awareness, distribution, sales, and profitability through communication of region priorities and development of.
• Managed the execution and impact of local, regional, and national sales & marketing plans; developed local marketing initiatives and incentives with wholesaler sales teams; monitored competitive activity; implemented.

St. Louis, MO, US

• Hired, following graduation, to participate in cross-functional training to prepare for Region Sales Manager role.
• Gained experience in several corporate departments including pricing, finance, supply, and wholesale operations.
• Piloted new training and reporting modules for national rollout; performed ad-hoc analysis in support of sales initiatives.
• Completed extensive “new-in-position” training on Region Sales Manager roles and responsibilities, including working “work-withs” in various markets nationwide to gain practical understanding of the issues and dynamics.

Master Of Business Administration (Mba) / Bachelor Of Business Management, Combination Professional Mba / Bachelor Degree - Five Year Program - Marketing

Completed Two (2) One-Week Professional Development Courses, Global Trade Marketing Program (2014) • Global Brand Management Program (2012)

Completed One-Week Professional Development Course