• Provide leadership in national sales strategy for both alcoholic and non-alcoholic/grocery channels• Expertise in crafting dynamic sales plans that drive market share growth and align with corporate objectives• Adept at managing multimillion-dollar budgets, optimizing spend for maximum return on investment• Proven track record of reporting to a Board of Directors with transparency and strategic insight• Skilled in cross-functional collaboration, working closely with marketing, operations, and finance to achieve business goals• Champion of sales team development, fostering a culture of performance, accountability, and continuous improvement

•Leading the national sales effort for one of the largest craft breweries in Canada.•Strategically directs the efforts of in-house reps and sales agencies to achieve growth targets.•Directly manages key Provincial and national customers•Created ‘Phillips Sales Process’ to develop rep skills and ensure consistent sales approach reflecting unique company values in all markets

•Managed the Phillips brand identity across all communication mediums, ensuring alignment to brand pillars.•Shepherded new brand development from the ideation and creative processes through to market launch.•Ensured roster of over 30 unique brands were strategically supported through the marketing channel.•Designed, created and maintained project management tools and communications strategies.•Oversaw event execution, ensuring budgets and all people resources were managed to plan (BC, AB, ON). •Ensured that Phillips is active in all relevant social media channels with creative programming.

•Managed Phillips community engagement program, which resulted in over 52 activations per year (BC & AB).•Developed social media presence and increased engagement by 35-65% each year. •Designed and implemented custom beverage service model increasing beer sales by 35% at large-scale concerts (2,000+) while reinforcing brand awareness.•Ensured all communication reflected Phillips' brand identity.