RSD for North Texas and Emerging Markets

Sr Director of Sales Operations and Southern Markets

• Led and directed all sales, marketing, distribution, and promotional activities to expand the business, maximize performance and drive results in the state of Texas for the entire Southern Tier Brewing portfolio, with brands including IPA, Pumking, Warlock and Blackwater Stout Series.• Expanded distribution into new territories by growing from 3 to 8 wholesaler relationships; negotiated new equity agreements, determined optimal product mix, managed supply chain and logistics, and negotiated pricing.• Performed regular market visits to train, coach and motivate wholesaler sales team, assist in joint business planning, coordinate distribution, conduct sales reviews, and manage compliance with expectations.• Developed annual sales, price, and promotional plans, cultivated and maintained retailer relationships, ensured effective execution of national and regional priorities, and handled communications with all stakeholders.• Analyzed economic conditions, market trends, and competitive price landscape to formulate pricing models.• Developed on- and off-premise marketing strategies to grow awareness and influence purchase intent.

• Recruited to develop operating strategy and provide day-to-day leadership in alignment with company goals for all aspects of operations for a retail tanning salon chain with 73 corporate-owned stores in 4 states. • Led a team of 36 (10 direct; 26 indirect) including Regional Managers, District Sales Managers, the Maintenance team, Marketing Associates, and in-house Call Center Associates to provide exceptional customer service. • Determined and executed marketing strategy to enhance awareness and image through promotions, pricing, product mix, TV, radio, print, and digital advertising, in-store signage, and redesign of company website.• Researched, negotiated, acquired and led the building/remodel of, or acquisition of, 12 new salons including scouting of real estate, lease negotiation, build-out, marketing, and operations to support on-time and on-budget store openings; coordinated all stakeholder communications, and increased market share by 15%.• Oversaw a 400+ employee workforce with responsibility for Human Resources administration including employee relations, compensation, benefits, performance management, workers’ compensation, unemployment claims, compliance, risk management, and all H.R. issues; developed annual payroll budgets.

• Promoted to lead a team of 42 (12 direct & 30 indirect) Marketing and Business Development Professionals to support the growth of an independent beer distributor which sold 10 million cases of beer and was acquired by Anheuser-Busch InBev on 12/31/11.the business . • Contributed to growing the company from 1 to 10 million cases during a long and successful career.• Played integral role in evaluating opportunities and successfully implementing the acquisition of 3 surrounding franchised territories and 2 territory mergers which achieved economies of scale to attain a 70% market share; developed and executed unified staffing, routing/logistics, equipment, marketing and capital resource plans.• Served as de-facto V.P. of Sales and worked in collaboration with the General Sales Manager to lead sales meetings; grew annual sales results by 7% in a market with 2,500 retail accounts.• Provided managerial and creative direction for development and execution of annual plans for an expanding line of 40+ brands across 4 supply chains including Anheuser-Busch, Constellation, Modelo, and Monster Energy.• Cultivated strategic partnerships with suppliers, key customer groups, and community leaders; negotiated exclusive sponsorships of local sports, music, entertainment, and community promotions and events.

• Promoted to oversee all marketing initiatives to stimulate sales growth, which included oversight of a team of 6 direct report Brand Ambassadors, On-Premise Interns, and the in-house Print Shop Supervisor.• Planned and executed retail marketing plans and programs to support marketplace activation for 30+ brands with an annual budget in excess of $1 million, which included rollouts of new brands and packages.• Negotiated and managed relationships and sponsorships with university sports teams, NBA Oklahoma City Thunder, and local area concerts & special events; worked with Media Group to plan and place local advertising.

• Designed and built user-friendly tools to improve tracking/measuring sales, distribution, and market share data.• Utilized data to provide analytical support, reporting, and ad-hoc analysis to executive team to identify retail sales and profit enhancement opportunities, assess business performance, and analyze market competitiveness.• Developed compelling sales presentation programs with sales and distribution data for use in the marketplace.