Derek Mahoney Email & Phone Number

Cayucos, California, United States

Lead and support retail execution and achievement of business plan performance of Northern & Central CA wholesalers for a craft brewery known for its deep roots in San Diego, home brewing, and the Sculpin IPA brand.• Participate in the development of annual volume and distributor strategy for Central and Northern California wholesalers; conduct business reviews with wholesaler partners to help ensure alignment on agreed upon sales and volume targets.• Present sales and brand updates within wholesaler General Sales Meetings.• Oversee pricing activity and strategy and work closely with National and Key Account team in supporting and execution of ad feature programming.• Activate regional and local marketing programs including beer festivals, sponsorships and brand sampling opportunities.• Plan and implement introduction of new to market, brand innovation and programming initiatives throughout the year on brands such as Speedboat Blonde Ale, Hazy Sculpin, and Sour Wench Ale.• Collaborate in developing incentive programs to align with annual business plan, sales and revenue goals.• Manage, coach and mentor internal Northern California Ballast Point Field Sales Representatives.• Call on top volume on and off-premise craft accounts including controllable chains to grow simple and multiple distribution.• Utilize sales tools including VIP software and IRI data to analyze and develop sales strategy and close opportunity gaps.• Monitor inventory levels internal and externally to help minimize out of stocks and lost sales and revenue

Los Angeles, California, United States

Developed and executed strategy to maximize sales volume, distribution, brand activity, and Key Account partnerships/results for one of the top-ten largest craft breweries in the U.S.• Developed strong partnerships with key accounts to maximize sell in and promotion of Year-Round, LTO and specialty brands.• Provided support to the Key Account and Field Sales Team by locally leading and directing internal and external resources to execute sales objectives and activities to achieve volume, effective POD(s), profit and overall “brand equity” goals. • Uncovered incremental category growth and competitive opportunities across multi state West territory including California, Arizona, Nevada, Oregon, Washington, Utah, Idaho, Colorado, New Mexico and Texas.• Cultivated and strengthened productive relationships with key decision makers at the national and regional levels including Buffalo Wild Wings, BJ’s Brewhouse, TopGolf, Twin Peaks, ClubCorp, Eureka Burger, Rock & Brews, Round Table Pizza, etc.• Gained distribution of new items and continued the sales of existing CORE brand products utilizing selling solutions to support feature and/or promotional activity.• Developed fact-based selling tools and best practices to use at retail and distributor levels to drive sales and engagement with all call points; presented sales information and analysis of the overall business to retail buyers and wholesaler partners to support alignment and build share of mind.• Communicated opportunities, issues, and market intelligence with all appropriate internal and external stakeholders.

Los Angeles, California, United States

Managed and grew relationships with eleven Central California wholesalers to maximize retail sales. • Collaborated with wholesalers on joint business planning and conducted regular reviews to ensure alignment with annual brewery targets and mutual brewery/wholesaler agreement on volume and POD targets.• Effectively managed product and inventory of existing, new, and limited release brands to include orders, forecasts, allocations and monthly wholesaler warehouse audits; managed inventory and distribution of point-of-sale materials.• Managed the training, development, and performance of one Brewery Sales Representative.• Conducted brand training with retailers, distributors, and consumers to drive sales.• Worked with national and key account teams to activate on- and off-premise chain ad featured and programming.

Greater Los Angeles Area

Recruited to increase sales within the Southern California territory (LA, OC, Inland Empire & Central CA) for an award-winning craft brewery founded in 2002 to bring fresh ideas and a sense of adventure to craft beer.• Developed and executed sales strategy to grow a diverse portfolio of year-round brands including West Coast IPA, Soul Style IPA, Remix IPA, Passion Fruit Kicker, Sea to Sea Lager, Duet, Windows Up, and a selection of seasonal and limited release brands.• Managed development of a team of four District Sales Manager to support sales and marketing efforts.• Cultivated and strengthened relationships to grow sales with existing and new customers; executed and managed distributors annual business plan; trained distributor and retail personnel; worked with distributors to verify and rotate inventory level.• Developed budgets, sales forecasts, and distribution levels with National Sales Director, and worked with internal sales, marketing, and management personnel to review and obtain distributor goals.• Created, promoted, and executed promotions, features, and displays; participated in marketing events and public appearances to promote company brands locally, regionally, and nationally; participated in new territory launches.

Greater Los Angeles Area

Oversaw sales strategy and execution to grow the Stella Artois brand in on-premise accounts in South Bay Los Angeles for an agency which specializes in brand and experiential marketing for major consumer brands.• Built relationships with the 100 largest and most influential Stella Artois on-premise accounts working to gain awareness/visibility and increase sales; efficiently managed trade spend and point-of-connection material budget.• Provided brand support, incremental packages, and innovation initiatives including new 19 oz. cans and new types of promotional activations (bucket features or chalice engraving) in alignment with account ownership/management goals.• Consistently achieved brand goals and KPI’s by increasing volume, securing price features, increasing chalice distribution, engaging consumers, and executing sampling activations.• Maintained up-to-date knowledge of competition, trends, and point-of-purchase in the market place.• Ensured that Stella Artois was top of mind for the entire wholesaler on-premise sales force through motivation and routine interaction to gain additional traction in the marketplace, and communicated results to wholesaler and brewer management.

Greater Los Angeles Area

Supported the pet care national chain sales strategy and delivered account goals to achieve volume and profit targets in healthy pet diets for a global leader in pet health nutrition and a subsidiary of Mars, Incorporated.• Developed business plans and cultivated relationships with key decision makers and influencers that resulted in client satisfaction; collaborated across Royal Canin channels to help achieve an optimal customer experience.• Managed business and growth initiatives with key retailers in the Los Angeles, Inland Empire, Palm Springs, and Las Vegas markets including Petco, PetSmart, and other regional chain and independent retail pet specialty stores.• Leveraged experience in account management to drive revenue in a customer-focused environment.• Conducted customer needs assessment and assisted retail outlets in growing their business by translating knowledge of products, categories, and customer data to identify and upsell potential opportunities.• Collaborated with the Region Manager to prioritize key retail accounts and develop an effective routing and call frequency strategy; assist in developing and delivering compelling, data-driven sales presentations.

San Francisco Bay Area

Led sales development and execution strategy for the CBA portfolio in Northern and Central California for a leader in brewing, branding, and bringing to market some of the world’s best-loved American craft beers.• Developed annual strategic plan, ensuring alignment with internal and external customers for promotion and sales of products from the Kona, Widmer, Redhook, Square Mile Cider, and KCCO brand families.• Provided leadership and direction to 4 Division Sales Managers and 4 Brewery Representatives to maximize performance and drive sales, distribution, and market share results within sales area made up of 25,300+ on- and off-premise retail accounts selling 1 million cases annually.• Performed regular market visits to 11 wholesalers to strengthen wholesaler relationships, coach and motivate sales teams, and manage compliance with legal and wholesaler standards.

Greater Los Angeles Area

Develop and execute marketing strategy to support the ABI portfolio of High-End Craft and Import brands for the leading global brewer that produces and markets some of the world’s best-selling beers including Bud, Bud Light, Stella Artois, Goose Island, Spaten and Kirin brands.• Managed strategic planning, development, communication, execution, and alignment of National and Regional brand marketing and sales programs for Stella Artois, Goose Island, Shock Top, Kirin, Spaten, and Franziskaner.• Successfully built and supported new High-End product market and retail rollout plans within sales area; consistently increased sales; communicated, monitored, and tracked Field Sales and Wholesaler plans and retail execution.• Successfully negotiated and executed contracts, merchandised & activated 360° on-site consumer interaction/sampling at food & wine, film, art, and craft festivals focused on High-End brands and brand platforms.

Las Vegas, Nevada Area

Grow distribution, sales, and market share within identified on-premise accounts in the high-profile Las Vegas and southern California markets.• Built and cultivated effective relationships and developed sales promotion, marketing, and distribution programs to increase sales, sell-in new packages and pricing, and introduce new products to on-premise accounts.• Managed business with accounts including MGM properties: MGM, Mandalay Bay, Monte Carlo, Mirage, Luxor, Circus Circus, as well as Hard Rock Hotel, Outback Steakhouse, Applebee’s, Buffalo Wild Wings, and other local accounts.• Grew market share and volume for the ABI brand portfolio within hotel-casino and chain casual dining decision points.

Greater Los Angeles Area

Improve the overall selling systems for the Western region, and uncover opportunities to close retail execution gaps.• Utilized an in-depth understanding of A-B sales initiatives and principles of wholesaler go-to-market strategies, sales & service processes, and effective sales organizations to implement and support key sales strategies in CA, NV, AZ, and HI.• Coordinated analysis and execution of targeted corporate and region WEconnect objectives at wholesaler, Sales Director and District Manager level; maintained and developed the Pay for Performance program built around Scorecard objectives.• Developed annual plan to achieve A-B and wholesaler alignment against core objectives, and facilitated improvements to achieve brand team and field sales goals; identified, defined and shared wholesaler best practices throughout the region.

Greater Seattle Area

Provided leadership and support to sales teams in 6 major markets to secure incremental sales opportunities.• Managed steps to achieve corporate Scorecard measures for sales area; including sales, distribution and display execution within assigned accounts in collaboration with region personnel and wholesalers.• Built relationships in top-200 accounts in each market, resulting in new product placements and positive sales trends.• Coached, trained, motivated, and conducted ride-with & team-sells with 9 Urban Sales Team Managers throughout the Region markets of AZ, CO, CA, NV, OR and WA to ensure a high level of execution at retail.

Greater Seattle Area

Increase profitable sales and market share by strengthening wholesaler performance. • Provided direction and leadership to 6 wholesalers in Northern Washington and the entire state of Alaska selling nearly 10 million cases annually in 8,500 accounts to maximize brand awareness, distribution, sales, and market share growth.• Conducted regular market visits to communicate region priorities, identify sales opportunities, develop pricing plans and selling strategies, motivate wholesaler sales teams, and ensure compliance with the Wholesaler Equity Agreement.• Built annual strategic business plans that delivered targeted growth in both on and off-premise channels.• Cultivated retail relationships and led the implementation and execution of national and regional marketing programs.

Billings, Montana Area

Provide oversight, strategy, and leadership of local sales and distribution efforts. • Managed key pricing, sales, marketing, and distribution of ABI products working closely with 5 wholesalers in Montana and two in Wyoming, selling 3.4 million cases of beer annually within 4,000+ on- and off-premise accounts.• Worked with wholesaler management and sales team to assist in identifying sales opportunities in the market, and to activate brand-specific programs and maximize special event opportunities at retail in alignment with region strategy.

Greater Los Angeles Area

Promoted to lead sales initiatives and provide guidance to sales representatives to increase sales and distribution.• Provided direction and leadership to 4 Sales Representatives selling 1.1 million cases annually to 240 off-premise retail accounts to ensure achievement of sales goals, and fulfillment of customer satisfaction objectives.

Greater Los Angeles Area

Promoted to plan and activate special event activities to create awareness and build loyalty for the A-B brands.• Coordinated all local marketing activities in the South Bay and Long Beach including trade calls and distribution goals for the Nissan Open, Long Beach Grand Prix, AVP Events, Long Beach PRIDE, and the Long Beach Jazz and Blues Festivals.

Sales Representative, On- and Off-Premise - Los Angeles, California, South Bay (May 1996 to Nov. 2000)Contemporary Marketing Representative - San Francisco, California (Apr. 1995 to May 1996)College Marketing Rep., Merchandise, and Sales Rep. at Donaghy Sales, Inc. - Fresno, California (Jun. 1991 to Apr. 1995)