Erik J. Lawler Email & Phone Number

United States

States Include: Pa, Va, Nc, Md, D.C.

States Include: Va, Wv, Nc, Sc, Ga, Al, Fl

Created and implemented 360 degree campaign to leverage DTC locations across footprint to increase sales outside of taprooms.Increased shipments 23% resulting in an increase of 2.3million in revenue across territory.Managed 4 cross department process improvement teams, including increasing usage and execution of campaign point of sale through wholesaler network.

-Redefined company wide approach to college and university COT to increase visibility and sales through experiential, promotional and tactical campaigns.-Managed largest volume universities in the country and increased sales 7% during tenure-Increased distribution outlets and sales at largest hospital network in PA through innovative coffee solutions

States Include: Ny, Pa, Nj, Md, Wv, De, Va, D.C.

• Created execution plan for existing National Promotional & Trade programming for geographic divisions through the proactive communication with local Sales teams, Trade teams & Brand Teams• Managed the Divisional A&P budget (local marketing and POS), ensuring that ROI is maximized• Work with Brand & Sales leadership to tailor annual brand plans according to regional opportunities and focus• Identify local opportunities, both trade and consumer, to supplement national strategies. This could include local on and off premise activation, consumer promotions/partnerships, PR/digital. • Coordinate and lead project management with the Creative Services & Procurement teams to develop, expedite and deliver new Trade Programs in support of local On & Off Premise initiatives• Produced creative presentations for the local sales teams to leverage with their retailers to secure programming

Washington D.C. Metro Area

Greater Pittsburgh Area

• Manage partnership with several wholesalers and responsible for sales in 23 counties in Pennsylvania. Ranks in top 15 volume district in country • Increased sales 20% during tenure through wholesaler and market programming. • Developed number one volume Traveler Beer Company in country• Create and develop yearly tactical plans to increase visibility, availably, distribution and volume growth among Boston Beer’s Portfolio• Best in class speed to shelf in new product launches

Northern Virginia

• Responsible for managing partnership with largest wholesaler group in nation.• Created and delivered 2013 tactical plan to establish goals, focus periods and incremental programs in accordance with national programs and local priorities • Conducted monthly meetings with wholesaler GM to benchmark volume, programs, goals and budgets• Developed sales program for regional supermarket (34 stores) and increased sales by 15% over time period

Greater Pittsburgh Area

• Collaborated with wholesaler managers to identified major non-buy accounts and develop a plan to establish business. • Created and developed 6 month plans to on-premise buying groups to gain new distribution and increase volume• Responsible for working with brand manager to allocate point of sale budget for quarterly national and local programs• Launched Angry Orchard Hard Cider through grassroots merchandising and wholesaler incentives

Greater Pittsburgh Area

• Named 2011 Rookie of the Year• Increased sales 35% in territory through creative programming; driving sales per point, distribution and visibility for Samuel Adams and Twisted Tea in on and off premise• Improved conditions and merchandised accounts by building displays, resetting coolers, and displaying POS items to increase visibility of the brand

Champaign, Illinois

MillerCoors Brand Portfolio•Specifically accountable for overall results of assigned territory across key measurables: sales volume, distribution, promotional execution, and retailer/client relationships. •Implement local and national marketing programs in accordance with brand, client and field personnel.•Large and small scale special event execution across various segments/platforms (multi-cultural, on premise, upscale sport, golf, sponsorships, image, team alliance and collegiate). •Recap and report all relevant field/program insights and competitive activity to client, brand and agency.

· Responsible for increasing ticket sales through interactive student participation events and sponsorship games. · Created and implemented student organization incentive program; Greek Challenge, to increase attendance and awareness

One of the largest MillerCoors distributors in Illinois · Executed summer marketing grassroots campaigns from MillerCoors, Heineken USA, and Samuel Adams · Covered sales routes for vacationing reps

· Assisted in the production and execution of sponsor related events, including set up of promotional displays and marketing materials for North Texas Chevrolet Soccer Tour · Provided on-site customer relations support for FC Dallas Foundation free clinic series · Provided on-site sponsor fulfillment management including the execution of contractual elements for the event as well as assistance in operations at the sports complex during major events · Developed and issued communication materials for clients including pre and post reports on the events hosted

South Brunswick, Nj

Largest Distributor of Anheuser Busch in New Jersey · Created media, banners and posters for major marketing campaigns using Corel Draw Assisted in the execution of major including events, such as the Reading Balloon Festival and NHRA Championship· Retail merchandiser created displays to advertise and promote products in the market place