Led the Market roll out of our portfolio of functional beverages across Key markets in the Western United States.

Built our annual operating budget for the zone while tracking and monitoring for target delivery. Consistently delivered annual sales quotas of over $300 million in sales annually to retail of Heineken USA products. Lead the #2 Zone for HUSA in Volume and #3 in Revenue. Developed and supported a team of 16, Senior Managers, Managers, sales specialists and retail activators.• Spearheaded and supervised the execution of our Heineken way of selling, our EOE Standards and shopper value drivers such as visibility, availability, Quality, feature to display conversion, pricing, promotion and persuasion. • Drove key performance indicators to all time high results in line of sight markets. KPI’s such as: Feature to display Conversion to #1 in the country at 90% average for Heineken, Dos Equis and Tecate combined. The average number of SKU’s per outlet to 19.6 and 2nd most in the country. Horizontal availability for new product Heineken 0.0 to #1 zone in the USA at 82% in the Off and 56% in the On premise, and closure rate of 96% of all Key account mandates Off and On premise combined, second highest in the country by less than .04% • Designed and embedded our Zone Monthly business management process. Enabled and directed our mission status meetings designed to clearly define our situation vs our phased plans, identify gap casuals, insight development and course corrective plan deployment.• Shaved off $3 Million by rightsizing our California sales organizations and optimizing our key costumer call points. • Enhanced retailer relationships and improved distributor performance by creating a prestigious retail execution initiative and recognition program called “Red Star Pride”.• Drove the LA Zone to #1 in the country in Sales for our top Innovation launch: Heineken 0.0• Delivered annual operating profit targets by maximizing our sales budgets, right sized the depth and frequency of price promotions and optimized our brand mix.

Responsible for estimated $135 million a year in sales to retail of Heineken USA Brands across IL, MN, WI, and the Dakotas leading the Heartland Zone. Top 4 Zone in the Country for HUSA• Developed the tool and cadence for our market managers in order to maintain proper DOH according to HUSA’s guidelines.• Coached and led a Team of 22 that included Distributor Managers, premise managers, sales specialist and retail activators to flawlessly execute against our zone Must win battles in order to disproportionate support the Region.• Over delivered all 3 years our operating profit goals by leading the repositioning of brand Tecate, right sized the depth, frequency and Mix of our price promotion calendar and QD’s.

Responsible for estimated $65 million a year in sales to retail of Femsa Cerveza brands and developed our Sales and Marketing Plans for our Key exports Markets. Canada, Guatemala, Australia, Hong Kong, China, New Zealand, Central and South America as well as Duty free and Cruises.• Led and successfully renewed our Importer Agent agreement with Sleeman Breweries in Canada • Maintained, enhanced and nurtured our strategic Importing Partnerships while developed a new network of importers in emerging markets in Central America and the Caribbean. • Created and embedded key business indicators across all Regions and Countries in order to standardize our performance management process.• Managed Full P&L responsibilities. • Coached and led a culturally diverse team of Country Managers across three different continents.

• Developed our business Management Process and cadence in order to maintain continuous line of sight against our key profit and sales deliverables.• Develop, set, rolled out, measured and tracked our commercial KPI’s across all Exports Markets ensuring consistency in metrics for employee performance management. • Led one-on-one and group training sessions for country Managers to help lead importers to success while embedding best commercial practices across all 4 Export Regions Canada/LATAM-Europe-ASIA and the Pacific Rim.

• Supported the Zone Director of new Importer Heineken USA Developing the territories Premise /Channel/pack commercial and pricing Strategy for Dos Equis, Tecate, Sol, Carta Blanca and Bohemia.• Developed accelerated commercial Plans for DFW, Houston, Austin and San Antonio for brand Dos Equis with tactics focused against availability, merchandising, quality, persuasion and promotion for Small format and the On Premise.• Worked in Collaboration with HUSA’s National Account team in the development of an ad and Feature plan setting objectives for frequency and quality at Key Chains such as HEB, Valero, Stripes, Albertsons, Tom Thumb, Fiesta, Carnival and 7-11.• Developed and Enhanced strategic relationships with key regional costumers such as La Michoacana, Siegel’s, Goody Goody, Spec’s, Feldman’s etc. in order to drive disproportionate programing and display support for Femsa Cerveza brands. • Identified new sources of growth by analyzing internal and syndicated data. Led the project that culminated in the Capex Investment from Femsa Cerveza in a new 24 Oz Line for Tecate and Dos Equis.• Developed bridge gapping to annual plan initiatives for our key distributors in Texas, Oklahoma, Arkansas, Louisiana and Mississippi.• Worked on developing strong relationships and partnerships at key distributor houses in order to increase share of mind and gain disproportionate support and levels of execution. Distributors included but are not limited to: Willow Distributors, Andrews Distributing of North Texas, HDC, Faust Distributing, Capitol Distributing Company, Wright Distributing, Glazers of Texas, GLI, Miller of Denton, Coors of Fort Worth, Miller of Fort Worth, Southern Distributing, Andrews distributing of Corpus, Crescent Crown, OBI and Capital Distributing Oklahoma

• Managed the Labatt USA portfolio in North Texas during one of the largest beer wholesaler consolidation at the time. Miller of Dallas acquired Willow Distributors becoming Andrews Distributors of North Texas.• Responsible for over $9 million a year in sales of Labatt USA Brands. • Lead a team of two (2) premise Managers and two (2) sales specialists.• Developed a strong calendar of Monthly Business objectives driving focus and execution against our portfolio during our key-programmed months and backed up by Performance drivers. Brands include Labatt Blue, Boddingtons, Carlsberg, Tecate, Dos Equis, Rolling Rock, Carta Blanca, Bohemia, Stella Artois, Hoegaarden, Leffe, Belle Vue. • Developed Max Results vs Annual plan all 3 years in the role.