(Michael) Cailean Krasowski Email & Phone Number

Chicago, Il, Us

United States

• Expanded customer base in the Mezcal spirits category, driving Ilegal to nearly double the cases sold in 2022 compared to 2021, contributing to its goal of becoming the #1 Mezcal brand worldwide• Managed a budget of $200K towards National account activations and promotions, leading to a business worth roughly $5M• Directly oversaw a Category Management team of 2 professionals and indirectly led a nationwide sales team of 12, driving cohesive strategies and optimizing performance to achieve company objectives and enhance market impact• Lead strategic planning sessions with Regional GMs and key Distributor partners to forecast and budget, enhancing Ilegal’s Point of Distribution (POD) and preparing for expansion into high-value, strategic accounts • Developed key accounts, resulting in a 31% growth in POD base and a 42% increase in cases sold, positioning Ilegal for significant market share growth• Collaborated with marketing teams and Regional GMs to create and execute effective promotional campaigns, boosting brand visibility and consumer engagement by partnering with “El Patajismo”, Compton Cowboys, wayOUT, and Team Brownsville charities• Leveraged advanced data analytics to monitor and assess market trends, sales performance, and customer behavior, providing actionable insights to drive strategic decisions and optimize sales operations across national retail channels• Developed and implemented comprehensive business analytics frameworks, including key performance indicators (KPIs) and dashboards, to measure and enhance the effectiveness of sales strategies and promotional campaigns in the spirits industry• Conducted in-depth market and competitive analysis, identifying opportunities and risks within the spirits sector and delivering data-driven recommendations to align sales initiatives with evolving market dynamics and consumer preferences

Illinois, United States

• Oversaw the sale of nearly 200 supplier products to Walgreens through SGWS, managing a $375-450M account and a $100K T&E budget while driving substantial revenue growth and ensuring optimal product performance and market penetration• Directed a cross-functional team of 6-8 indirect reports within Category Management and Business Analytics, driving strategic initiatives and optimizing performance to achieve national sales goals for Walgreens and Rite Aid• Coordinated communications between retailers, SGWS state Account Executive teams, and supplier partners, handling programming, pricing, quantity deals, execution expectations, sales reporting, and reset processes to manage a $400M+ annual business• Built and maintained relationships with National and Regional buyers, managing diverse supplier partnerships at both national and state levels to drive business growth and enhance SGWS connections• Delivered accurate sales forecasts to secure programming elements and distribution points with key supplier partners, optimizing store space and driving business development• Analyzed state and store-level program execution, ensuring compliance and coordinating improvements to exceed performance expectations for SGWS and retailers• Offered comprehensive insights and facilitated seamless decision-making for new item placements, streamlining the process for retailers to maximize opportunities and enhance product placement efficiency

Illinois, United States

• Supported data management and account guidance for a $700-800M Diageo account, providing critical insights and recommendations ensuring strategic alignment and robust account performance• Analyzed state sales data weekly, identifying growth opportunities for the entire Diageo portfolio across On and Off Premise channels, driving strategic insights and actionable recommendations• Acted as the primary advisor to the VP of Control West, attending all meetings and delivering comprehensive content for both internal and State Board discussions across MI, OH, IA, MT, WY, UT, ID, and OR• Coordinated with Finance and Marketing teams to align state plans and budgets, ensuring cohesive strategy implementation and optimizing financial performance• Developed and presented strategic insights in collaboration with the East Control SAM for internal meetings with the VP/President and the North America Board, enhancing decision-making processes• Tracked and recapped sales performance, maintaining execution standards, and identifying opportunities in Quarterly Business Reviews (QBRs), providing detailed updates to the VP/President and collaborating with state leads

Illinois, United States

• Managed data and provided account guidance for a $60-80M Diageo account, optimizing strategies and supporting the Spirits category at Walgreens • Selected as the first Walgreens Spirits supplier onsite in 2009, facilitating the nationwide rollout of Adult Beverages and focusing on both Spirits and Wine categories• Created detailed analyses by state to identify opportunities and develop optimized Spirits planograms, enhancing ROI for Walgreens• Prepared and presented business reviews on market trends and competitive landscape performance, reporting on key brand performance and market dynamics• Recognized as a key Spirits Expert onsite, assisting in the onboarding of new supplier teams to ensure consistent work quality and adherence to Walgreens standards• Collaborated with the Diageo National Account Manager to synchronize timing, programming, funding, and data needs, driving strategic opportunities within Walgreens• Developed and managed Diageo’s best practices for internal communication, program tracking, and scorecard creation, contributing to the effectiveness of the category management team• Provided insights into industry trends and consumer shopping habits to support retailer goals and enhance strategic planning

Illinois, United States

• Managed spirits schematics and portfolio tasting programs as an internal analyst, driving strategic insights and program effectiveness• Oversaw West Coast Kroger accounts, including Smith’s, Fred Meyer, and Ralphs, ensuring optimal performance and sales growth• Supported sales teams in new item meetings, programming reviews, state-level opportunity gaps, and Quarterly Business Reviews (QBRs), enhancing strategic alignment and execution• Led Spirits POG (Planogram) development for Smith’s and Fred Meyer across five states, optimizing shelf space and product visibility• Analyzed customer insights from loyalty shopper data, providing actionable recommendations to drive sales and improve customer engagement• Developed an "in-stock" report for Target using internal data, setting the standard for supplier/distributor reporting and enhancing inventory management• Identified programming opportunities by state based on current assortments and clusters, maximizing sales potential and market penetration• Trained new Category Management hires on JDA/Apollo for POG responsibilities, ensuring team proficiency and effectiveness• Served as a "floater" supporting various Category Management teams in National Accounts, handling data management, POG building, and recap guidance to ensure consistency and efficiency• Handled data management for sales teams managing a $6-8B portfolio in the US, supporting strategic initiatives and driving sales performance