Keith J. Cunningham Email & Phone Number

San Antonio, Texas, United States

South Central

Greater Grand Rapids, Michigan Area

Promoted to lead regional grocery team for the eastern half of the United States for a 70+ million case brewer standing out as the dark horse against big beer competing in the below premium, craft and cider categories.• Integrated new grocery channel dedicated team including five Key Account Managers and 49 regional grocery accounts selling 3.6 million cases of beer and cider.• Created key account annual business plans focused on company big bets, trade marketing initiatives and… Show more Promoted to lead regional grocery team for the eastern half of the United States for a 70+ million case brewer standing out as the dark horse against big beer competing in the below premium, craft and cider categories.• Integrated new grocery channel dedicated team including five Key Account Managers and 49 regional grocery accounts selling 3.6 million cases of beer and cider.• Created key account annual business plans focused on company big bets, trade marketing initiatives and innovation execution.• Launched Not Your Father’s Mountain Ale securing distribution in top 11 accounts and leading the national account team in sales.• Grew PBR focusing on display program execution, promoted price realization, and core package distribution growth.• Grew Lone Star above plan led by increased ad bundle activity and display execution featuring trade marketing partnerships. Show less

Greater Grand Rapids, Michigan Area

Promoted to lead regional grocery, liquor and convenience channels in the central part of the United States.• Transitioned team of six Key Account Managers across two divisions focused on increasing sales, distribution, profitability and account level execution in the grocery, liquor and convenience channels.

Greater Grand Rapids, Michigan Area

Hired to lead field sales team and partner with wholesalers in Michigan and Ohio.• Led team of three ASM’s and three RSM’s selling 4.8 million cases of beer and cider, focused on maximizing sales, profit, distribution and display execution.• Created wholesaler annual business plans focusing on wholesaler alignment and commitment to achieve mutually agreed upon goals driving profit, sales and distribution; collaborated with wholesalers, local field sales, national accounts and… Show more Hired to lead field sales team and partner with wholesalers in Michigan and Ohio.• Led team of three ASM’s and three RSM’s selling 4.8 million cases of beer and cider, focused on maximizing sales, profit, distribution and display execution.• Created wholesaler annual business plans focusing on wholesaler alignment and commitment to achieve mutually agreed upon goals driving profit, sales and distribution; collaborated with wholesalers, local field sales, national accounts and finance team creating annual price plans maximizing profit opportunities for PBC and wholesalers.• Executed key brand initiatives at retail collaborating, coordinating and communicating with brand managers, national account managers, field sales and wholesalers.• Launched Stroh’s Bohemian in Michigan.• Achieved budget expense goals focusing on planning, tracking and measuring to maximize return on investment. Show less

Greater Grand Rapids, Michigan Area

Promoted to lead all Sales and Marketing functions to drive profitable sales and market share growth for the largest beer distributor in Michigan, providing Anheuser-Busch products, craft beers, and non-alcoholic beverages.• Provided leadership and direction to a team of 88 sales, brand marketing, and customer service professionals with full P&L responsibility for driving profitable share growth in the Grand Rapids, Kalamazoo, and Lansing markets.• Served as a member of the… Show more Promoted to lead all Sales and Marketing functions to drive profitable sales and market share growth for the largest beer distributor in Michigan, providing Anheuser-Busch products, craft beers, and non-alcoholic beverages.• Provided leadership and direction to a team of 88 sales, brand marketing, and customer service professionals with full P&L responsibility for driving profitable share growth in the Grand Rapids, Kalamazoo, and Lansing markets.• Served as a member of the Executive Leadership Team, creating company-wide mission, strategy and annual goals.• Oversaw all sales and marketing efforts for a product portfolio consisting of Anheuser-Busch, North American Brewery, Boston Beer, New Belgium, Oskar Blues, Deschutes, Sierra Nevada, 9 local Michigan beer brands, and the Monster Energy brands. • Generated $100+ million in annual revenue from the sale of 8 million total cases at 2,500+ retail accounts, consistently achieving volume, distribution, market share, and profitability goals.• Created annual volume budget, representing 32 different suppliers with 59 brand families across the domestic, craft, import, PAB, and non-alcoholic beer and beverage categories; efficiently managed an $8 million sales department expense budget.• Integrated Kalamazoo and Lansing distributorships into the West Side Beer footprint, doubling company size in three years. Show less

Grand Rapids, Michigan

Promoted to lead and direct both on-premise and off-premise selling efforts in four-county market surrounding Grand Rapids.• Guided a team of 43 sales professionals including Sales Supervisor, Sales Representatives, Merchandisers, and Sales Support associates selling 4 million cases of Anheuser-Busch, Labatt, and Sam Adams brands at 1,500+ on- and off-premise accounts.• Analyzed data, competitive pricing, sales, distribution, shelf space, display space and tap space to identify gaps… Show more Promoted to lead and direct both on-premise and off-premise selling efforts in four-county market surrounding Grand Rapids.• Guided a team of 43 sales professionals including Sales Supervisor, Sales Representatives, Merchandisers, and Sales Support associates selling 4 million cases of Anheuser-Busch, Labatt, and Sam Adams brands at 1,500+ on- and off-premise accounts.• Analyzed data, competitive pricing, sales, distribution, shelf space, display space and tap space to identify gaps and opportunities. • Grew key account relationships, concentrating on program support, service levels and retailer entertainment to ensure increased share of mind versus competitors; created an organization which maximized sales representative time-to-sell needs. Show less

San Francisco Bay Area

Promoted and relocated to increase profitable sales and market share by successfully strengthening wholesaler performance for the leader in the Craft beer segment, brewing and marketing a portfolio of beers focused on quality ingredients and brewing techniques.• Led and directed three Boston Beer Account Managers and four wholesaler teams to maximize performance and drive results in several thousand San Francisco, Peninsula, and East Bay retail accounts.• Performed annual market… Show more Promoted and relocated to increase profitable sales and market share by successfully strengthening wholesaler performance for the leader in the Craft beer segment, brewing and marketing a portfolio of beers focused on quality ingredients and brewing techniques.• Led and directed three Boston Beer Account Managers and four wholesaler teams to maximize performance and drive results in several thousand San Francisco, Peninsula, and East Bay retail accounts.• Performed annual market plan meetings with wholesaler management teams; gained commitments on annual volume, distribution, incentive and market spend goals; benchmarked monthly results versus market plan goals and objectives.• Conducted wholesaler sales, planning, and review meetings; coached and motivated sales teams on “ride-withs”; educated wholesaler personnel on brand performance, new brand introductions, seasonal transitions, and national programs. Show less

Greater Detroit Area

Promoted to lead sales development and execution strategy in the entire state of Michigan.• Oversaw three Account Managers, and 18+ independent wholesalers in Michigan to maximize brand awareness, distribution, sales and market share growth for the Boston Beer brands at on- and off-premise accounts.• Conducted regular market visits to communicate brand priorities, manage wholesaler performance reviews, and develop pricing plans and selling strategies to increase the availability and… Show more Promoted to lead sales development and execution strategy in the entire state of Michigan.• Oversaw three Account Managers, and 18+ independent wholesalers in Michigan to maximize brand awareness, distribution, sales and market share growth for the Boston Beer brands at on- and off-premise accounts.• Conducted regular market visits to communicate brand priorities, manage wholesaler performance reviews, and develop pricing plans and selling strategies to increase the availability and visibility of brands to achieve goals within budget parameters.• Built strong relationships and assisted Key Account Managers on key retail account calls. Show less

Greater Milwaukee Area (1998 To 1999) | Chicago, Illinois (1997 To 1998)

Promoted and relocated to provide oversight, strategy and leadership of local sales and distribution efforts.• Managed key pricing, sales, marketing, and distribution of the Boston Beer brands working closely with 12 wholesalers in the state of Wisconsin and four in Chicago, servicing key on- and off-premise retail accounts to maximize results.• Collaborated with wholesalers to increase the availability and visibility of Boston Beer brands, consistently exceeding volume… Show more Promoted and relocated to provide oversight, strategy and leadership of local sales and distribution efforts.• Managed key pricing, sales, marketing, and distribution of the Boston Beer brands working closely with 12 wholesalers in the state of Wisconsin and four in Chicago, servicing key on- and off-premise retail accounts to maximize results.• Collaborated with wholesalers to increase the availability and visibility of Boston Beer brands, consistently exceeding volume, distribution, and market share goals within budget parameters; performed business reviews and conducted sales meetings. Show less

Greater Chicago Area

Recruited to partner with wholesaler to maximize retail sales potential at key accounts in the Chicago metro area.• Developed and implemented effective sales & marketing strategies with the Pacific Wine team to gain incremental placements, increase distribution, drive sales volume, and grow market share at 100+ off-premise chain and independent accounts.

Greater Chicago Area

Promoted to manage relationships and grow volume at off-premise chain accounts on the north side of Chicago for an independent distributor of a diverse portfolio of beer, wine, and spirits serving the Chicago market.• Executed the sales process for the entire Union Liquor portfolio at 50 grocery and drug accounts to exceed sales goals.

Greater Chicago Area

Gained valuable wholesaler experience and formed a base of knowledge to position for future career growth.• Assisted in deliveries and shelf sets, rotated product, built creative displays, and effectively placed point-of-sale materials.