Chris Carrow Email & Phone Number

West Des Moines, Ia, Us

Promoted to lead overall in-store merchandising and marketing support for Hy-Vee's Fast & Fresh Convenience Stores, reporting to the Executive Vice President, President of Fresh Brands. • Develop and implement strategy to maximize sales and profitability within 187+ stores located across eight Midwestern states • Serves as point person for all suppliers, reviewing and advising them on new items and programs, and how best to support Hy-Vee Fast & Fresh stores

West Des Moines, Ia, Us

Supervised over 50 retail locations in Central Iowa. Coached and mentored Wine & Spirits Department Managers. Advised Regional Vice President of Operations, District Store Directors, Store Managers, and Wine & Spirits Department leadership on retail activity and promotions. Assisted stores with P&L analysis, category resets, promotional activity, display planning, and training.

West Des Moines, Ia, Us

Promoted to lead overall category direction and support for the total alcoholic beverage category for a chain of supermarkets synonymous with quality, variety, convenience, culinary expertise and superior customer service.• Developed and implemented strategy to maximize alcohol beverage sales and profitability within 270+ stores located across eight Midwestern state collectively generating more than $700 million in total annual revenue.• Led and directed a team of six Area Supervisors that coordinated communication, shelf set processes, new items, weekly and monthly ads/promotions, and created cross-merchandising events to increase sales. • Advised the Convenience, Dollar Fresh, and Restaurant teams on monthly promotions, assortment, and shelf set process. • Coordinated with Industry and Government Affairs team on local alcohol licensing issues and policies. • Served as point person for over 100 alcohol beverage suppliers, reviewing and advising them on new items and programs, and how best to support Hy-Vee stores.• Selected to lead start-up and operations of a new business unit, Wall to Wall Wine & Spirits, while retaining prior responsibilities as V.P. for a subsidiary of Hy-Vee, Inc. Wall to Wall is a start-up chain of retail stores providing an exceptional variety of beer, wine, and spirits.

West Des Moines, Ia, Us

Recruited to lead overall category direction and support for the total alcoholic beverage category for a chain of supermarkets synonymous with quality, variety, convenience, culinary expertise and superior customer service.• Developed and implemented strategy to maximize alcohol beverage sales and profitability within 270+ stores located across eight Midwestern state collectively generating more than $700 million in total annual revenue.• Led and directed a team of six Area Supervisors that coordinated communication, shelf set processes, new items, weekly and monthly ads/promotions, and created cross-merchandising events to increase sales. • Advised the Convenience, Dollar Fresh, and Restaurant teams on monthly promotions, assortment, and shelf set process. • Coordinated with Industry and Government Affairs team on local alcohol licensing issues and policies. • Served as point person for over 100 alcohol beverage suppliers, reviewing and advising them on new items and programs, and how best to support Hy-Vee stores.

Boone, Iowa, Us

Recruited and promoted to develop and implement category plans and strategies that delivered on sales and margin goals.• Provided category direction and support for the Malt Beverage and Cookie/Cracker categories for 120+store locations in Iowa, Illinois, Minnesota, Missouri, Nebraska, and South Dakota.• Established pricing, sourcing, and merchandising standards and focused on insights and opportunities to lead growth.• Collaborated with the category director team and coordinated communication, marketing plans, store layouts, shelf set processes, new items, weekly and monthly ads/promotions, and created cross-merchandising events to increase sales.• Ensured adequate inventory levels in all areas of the company to properly balance freshness, out of stocks, and cashflow.• Developed impactful category analyses and consumer insights using a range of data sources to impact sales, including product placement recommendations; analyzed shopper data to effectively plan for product mix improvements.• Awarded as Iowa Grocery Industry Association "Volunteer of the Year" for 2019 at their annual Hall of Fame Dinner.

St. Louis, Mo, Us

Promoted to manage high profile Key Account Team and manage transition of account into National Retail Sales Dept. for the leading American brewer producing and marketing the world’s best-selling beers including Budweiser and Bud Light.• Led efforts to maintain and expand relationships by calling on key decision makers at chain headquarters to achieve sales quota and accomplish strategic account objectives with key grocery chains Hy-Vee and IGA.• Led, directed, and supervised the Hy-Vee Key Account Team with a Key Account Manager and Category Analyst; indirectly supervised 15 Key Account Managers on the IGA account; regularly presented to Senior Management audiences.• Motivated 46+ wholesalers to maximize space management priorities and flawlessly execute sales promotion activity.• Conducted “Top-to-Top” meetings to align strategic plans, develop mutual performance objectives, review account analyses, & perform business reviews to drive sales via marketing, sales & pricing initiatives, and wholesaler alignment.• Built and cultivated effective relationships to increase sales, sell-in new packages, pricing, and promotions; introduced new products; used data-based resources to develop sell-in strategies and business recommendations.

St. Louis, Mo, Us

Promoted to manage high profile Key Accounts over a multi-state territory selling over six million beer cases annually.• Developed and managed off-premise sales promotion programs to grow volume, market share, brand awareness and profitability by managing a call frequency in eight call points at two major accounts.• Managed business with key Midwestern retailers including Hy-Vee, QuikTrip, Kum & Go and Kwik Trip. • Strengthened retailer relationships by providing total account management, selling-in corporate programs and customized brand retail sales promotion programs to increase consumer pull.• Motivated 50+ wholesalers to maximize space management priorities and flawlessly execute national and local sales promotion activity by increasing call frequency and effectively managing relationships.

St. Louis, Mo, Us

Promoted and relocated to provide strategy and leadership of local sales and distribution for 10 million cases annually.• Managed pricing, sales, marketing and distribution of the A-B brand portfolio working closely with eight wholesalers in Western Iowa to increase sales and improve retail execution.• Provided direction and leadership to wholesalers to help maximize brand awareness, distribution and sales through regular communication of region priorities, annual business plan development, conducting wholesaler reviews and leading business planning meetings.

St. Louis, Mo, Us

Promoted and relocated as primary contact with wholesalers, and focused manager of on-premise marketing programs.• Coached, trained, and mentored Contemporary Marketing Representatives at 24 wholesalers in Mid-Atlantic Region, Southern California, and Hawaii on trade calls, brand image building, merchandising, and selling skills. • Planned and executed promotional activities at events including NASCAR Races, AVP Tour, U.S. Open of Surfing, Miss Hawaiian Tropic U.S. Pageant, Tim McGraw Tour, Super Bowl, Bonnaroo, and Kentucky Derby.

St. Louis, Mo, Us

Recruited and relocated to manage a sales route for company-owned distributorship.• Executed the sales process of the entire Anheuser-Busch beer, energy and liquor portfolio for off-premise retail accounts in the Riverside County market, selling 475,000 cases annually.• Built relationships with independent liquor and convenience stores to drive sales growth through incremental placements, new product introductions, promotional sell-ins, shelf resets, quality assurance goals, effective merchandising strategy, and business development programs.

St. Louis, Mo, Us

• Conducted retailer training at the Anheuser-Busch Conference in Lake Ozark, Missouri (Summer/Fall 1999) and performed warehouse and shipping duties at Promotional Products Group in Columbia, Missouri while attending college (1998 to 1999).