Eric Bernhard Email & Phone Number

California, United States

Managed the financial and pricing management of over 20 top tier Suppliers/Wholesalers; overseeing and developing processes and action plan-oriented sales and profitability goals. Managed all AP/AR analysis and Marketing fund spend analysis for the portfolio. Partner with our Portfolio and Sales team to create strategic initiatives and top-level growth plans to meet Supplier objectives and company plans. Utilize applications of Profit & Loss analysis, Revenue Management protocols, category and channel growth KPI’s, as well as portfolio controllership within plan guidelines. Increased GP% +3% and Revenue +5%.• Established strategic Pricing Models and Market Focused Index Pricing analysis; improving short- and long-term pricing variance and structure blend re-alignment.• Facilitate continual revenue and profitability meetings with key decision makers; developing essential metric measuring tools and insights• Connect with potential new suppliers to find growth opportunities.• Provide review and analysis of all Programming and Incentive initiatives, measuring the Qualitative and Quantitative success of each deal and its effectiveness with sales.

Defined the strategy and focus of Top Tier Sales and Marketing concepts, tasked with the growth and direction of the company’s portfolio of Craft Beer Styles. Lead as part of Executive Team, developing and defining goals and return on investment metrics in sales, marketing and finance; focusing on the management of the performance and standard of Brand execution and development. Utilizing applications of Profit & Loss analysis, category and channel growth KPI’s, as well as portfolio controllership within plan guidelines.• Managed and provided leadership of a sales team of 8 Sales Representatives (5 Self Distribution and 3 In House Distributor Reps), and 1 Logistics Assistant• Improved growth of 10% in total Case Equivalent in total portfolio; including the retention and addition of 30 New Account clients• Connect with potential new suppliers to find growth opportunities.• Managed the Distributor Relationship Management network and organized strategy sessions/ management meetings to share business review execution.• Development and integration of new technology to manage both front and back of house analytics and business evaluation.

Irvine, California, United States

Lead and tasked the team with the growth and direction of the company’s portfolio of Beer, Wine and Spirits. Functioned as the organizations Finance & Sales leader, focusing on the management of theperformance and standard of Brand execution and development. Utilizing applications of Profit& Loss analysis, category and channel growth KPI’s, as well as portfolio controllership withinplan guidelines. Partner and guide the Senior Leadership of Sales, Logistics and Accounting,design strategy protocols where key opportunities exist and provide risk assessments onongoing strategies.• Oversight of 2 Sales/Marketing/Media Coordinators. • Evaluate market for potential New Items to manage within portfolio. • Connect with potential new suppliers to find growth opportunities.• Manage the Supplier Relationship Management network and organize strategy sessions/ management meetings to share business review execution.• Development and integration of new technology to manage both front and back of house analytics and business evaluation.

Southern California

Developed a strategy of client centered, market driven portfolio, focused on key pillars of advisorybusiness that is aligned to the client’s needs and objectives for retirement planning, investment management and essential market and income protection and longevity. Service operations and consultation worked in correlation with all layers of customer integration: individual, business and institutional. Offered full spectrum of investment vehicles and liaison as full financial planner partner.Utilized asset classes and platforms that employed Equity, ETFs, Mutual Funds, Cash Management,Fixed Income and Insurance Products.

Riverside, California

Developed a strategy of client centered, market driven portfolio, focused on key pillars of advisorybusiness that is aligned to the client’s needs and objectives for retirement planning, investment management and essential market and income protection and longevity. Service operations and consultation worked in correlation with all layers of customer integration: individual, business and institutional. Offered full spectrum of investment vehicles and liaison as full financial planner partner.Utilized asset classes and platforms that employed Equity, ETFs, Mutual Funds, Cash Management,Fixed Income and Insurance Products.

Greater Los Angeles Area

Executive level consultant working with clients within the industries of Alcohol Beverage, Custodial/Housekeeping and Education.Each project/portfolio consists of a holistic approach to complete business plans and strategies growth and insights. Offering content and experience resources in Sales, Finance, Marketing, Operations, Economics and HR/Personnel Training Strong business and education acumen that is inclusive of both theoretical and front line application insights and experience that translate to real world results and guidance to each project and resource offering

Rancho Cucamonga, California

Irvine, California

Oversaw the analysis of Pricing, FP&A, P&L and KPI/Sales Strat indices for our West Coast Division as the Sales Strategy and Market Development corporate liaison and Commercial State Manager. Reconcile the Statement of Accounts for our Southern and Northern California invoice management process. Act as the sales strategy resource for our Division Vice President and State Manager team in creating dynamic, fully articulated tools and reports that assist the team in meeting the strategic objective of the division and the company.• Accomplished double digit NSV, DGP and Depletion Volume growth in each of the 3 State divisions against +6% plan goal and brand strategy objectives• Manage the Vistaar pricing tool, creating and running gaming models of the division’s strategy and market winning goals. Provide resource support and work in line with the State Managers of California and Hawaii to maintain their Pricing and Revenue Management priorities.• Work directly with the Western Region Senior Manager - Finance and Field Marketing Manager in designing new dynamic finance tools and resource material.• Work with our Leadership Team in providing insights and financial modeling tools that they need to manage their current business and create new resource data to establish thorough generating concepts.• Manage our Local Survey & Audit reporting tool (GoSpotCheck) for the Merchandising and Sales team as well as maintain our New Item Registry and Innovation process with our Distributor.• Division Manager and Liaison of “Project Edge” Initiative. A long-term sales strategy and marketing program that focuses resources and analysis to internal sales managers to capture high ACV and key market driver accounts in key metropolitan areas.• Part of steering committee and executed pilot plan of “Project Redwood,” BSI U.S.A.’s most significant, long-term strategic initiative to create enhanced consumer demand and gain accelerated market share in CA within key categories.

Tustin, Ca

Lead the implementation and management of Millennium Marketing tool for distributor, working closely with all supplier partners and chain account teams in their annual marketing budgets and forecasting projections. In managing the supplier programming and spending budget tool, oversaw over $50 million of volume forecasting, spending projections, pricing analysis and financial spending management for all invested parties. Worked with Director of Marketing and SVP Business Development developing tools and analytical reports, managing Chain Programming and Marketing Fund programs and spending for distributor and key supplier partners. • Assist Dir. Of Marketing in approval of billing invoices and transfer of budgetary funds in the CMP accounts and update pricing CDP data in system. Manage 3 Marketing Coordinators in Marketing Dept.• Developed Case Rate Analysis report based on supplier spending, depletions, and Nielsen volume weekly data and reviewed monthly for supplier review and breakdown.• Ran monthly Spend Tracker reports for all suppliers and emailed out to all key members for marketing fund tracking and analysis.• Worked on team that developed Millennium Marketing Fund Report for web, transitioning from static Excel model to fully dynamic web version for more up to date reporting in market. • Improved Supplier communication and understanding of budgeting tool and developed numerous training resources to assist in the effective and efficient execution of supplier/distributor performance.

Commerce, Ca

Lead the Merchandising team for our Stater Bros chain account and supported Sales team with all chain specific brand distribution and programming/pricing execution. Worked closely with our In-House Category Analyst in performing all necessary sales tracking and store improvement plans for strategic growth and priority. Worked closely with Stater Bros executive team in the field to perform ad hoc performance review and follow up on key merchandising concerns and ideal sales performance objectives. Worked with Kroger, Safeway, CVS and Albertsons National Account teams on re-merchandising plans and schematics.• Handled the Account Merchandising Management functions for one of our Key Chain Account as well as with our National Account Teams.• Oversaw chain wide $30 million store remodel and SKU reset of Craft Beer cold case initiative and spirit wall schematic improvement. • Provide assistance with schematic design and execution utilizing Space Planning software and IRI reporting.

Commerce, Ca

Oversaw all sales tracking and reporting functions for LA Distributor, reporting to the Director of Marketing and General Sales Manager for our Chain Marketing and Sales division. Ran daily depletion projection and actual reports and ran chain specific volume and dollar sales reports using IRI and support syndicated data. Assisted in execution of various New Product/Brand merchandise rollouts and evaluation by developing Key Trackers and Recaps for division and assist in completing price and distribution surveys for entire Southern California market. Worked on numerous cross channel strategic initiatives for our On/Off/Chain business.• Working knowledge of analytic marketing programs such as IRI, Spectra, Home Scan, and Nielsen.• Developed Item Distribution reports and Chain SKU distribution tracker and report based on varietal and spirit specific categories.• Worked with each Account Executive on buy sheets and Programming/Pricing monthly focus sheets for each chain.• Ran analysis of Ad Promo recap and metrics.• Performed numerous schematic and store layout reviews and analysis for Sales Director and Merchandising Manager• Oversee process of New Item Execution in Chain and Off-Premise accounts and provide sales support in-filed as necessary to achieve strategic goal and plan.

Riverside, Ca

Taught specialized and systematic lessons to students with Mild/Moderate Learning Disabilities at the 7th/8th grade level in top level school district. Worked as the coordinator for the Workability Program, which helped students with disabilities prepare for the work force and society conventions.

Brea, Ca

Handled the day-to-day operations and growth of the premier Showcase gas station and convenience store for Southern California, while developing key sales execution plans for desired growth and performance objectives. As part of daily task, performed pricing analysis of competitive retail market and looked for ideal trends and price point execution for fuel operations and company strategy goals; as well as the execution and review of regional POS placement and sales incentive KPI’s and targets. • Provided consistent Sales Development and Promotions execution analysis to the respective sales territory and other Store Manager team members.• Improved Inventory Management of store, which includes rectifying a $4,000 loss to within $100.• Worked closely on yearly budget and forecasted growth of over 20% on annual sales of $5,000,000 for site.• Maintained working relationship with Buyer and other Corporate Level Management personnel on daily basis; having ownership of stores P&L management. • Managed and developed 10 full time employees and handled all Human Resource aspects of workforce.

Riverside, Ca

Taught multiple subjects in school setting, dealing with all grade levels as per the school and/or school districts staffing needs on a day-to-day basis. Called into service at moment’s notice to teach daily lesson plan and work with students in all settings of learning environment.

Anaheim, Ca

Performed field research surveys and guest relations, collecting data and consumer insights for the Marketing and Finance Departments. Handled multiple Customer Service situations on daily basis, and executed effective communication strategies in our On-Stage/Off-Stage management structure. Assisted and provided key inputs on several Ad Hoc Research projects, and acted as a liaison on several park level projects for Theme Park success.

Master Of Business Administration, Marketing

My area of specialty is Consumer Behavior, Market Research, Advertising, Pricing/Merchanding, Brand Management, Strategic Marketing.

Master Of Education (Med), Special Education And Teaching

I have completed all classes and curriculum requirements except the Final Paper/Project and Student Teaching. My area of specialty is.

Bachelor Of Science, Business Administration; Marketing

Master Of Business Administration - Mba, Business Administration - Management/Marketing