Direct Korbel brand strategy across 15 markets, through partnership of internal commercial leadership, finance, brand management, and distributor principals to drive brand profit, volume, mental and physical availability, and overall brand engagement for customers and consumers alike.• Converge local internal/external key stakeholders in implementation of business plans, goals, and resource allocations with consistent progress updates and modify plans as needed• Allocate brand resources of $200K between 15 markets and prioritize through ROI and effective analysis to achieve brand goals• Evaluate pricing/discounting schedule and +$2MM budget’s overall effectiveness andre-calibrate to deliver brand growth, conduct post hoc analysis and adjustments• Immerse and build distributor’s share of mind on wine portfolio contributions to their respective footprint in business review, planning, and ideation sessions to drive engagement• Direct planning process across 3 clusters by collaboration with market leads to prioritize key brand platforms and localize national initiatives with market programming, investment, commercial goals, incentives, and consumer touchpoints• Compile and brief B-F ELT and Korbel Winery ownership on fiscal year and monthly brand market performance metrics, category competitive insights, and plans for future growth• Support 15+ independent distributors through divesture of Sonoma Cutrer Vineyards

Led B-F Emerging Brands Portfolio, in the most complex and challenging market,¬¬¬¬ by increasing share of mind through distributor planning, internal market planning, localizing and/or creating brand platforms, and collaborating with wide array of stakeholders; all the while growing synergies between all business areas.• Serve as commercial and marketing expert for Emerging Brands initiatives in Metro NYC • Collaborate with internal on/off premise channel leads and distributor to develop market plans including setting of sales goals, incentives, pull programs, and ensure mind share with sales team• Manage and allocate local and field marketing brand budgets of over $100k and establish remedial plans as needed• Coordinate/manage brand event executions and public media relations opportunities with FMM’s, brand champions/ambassadors, and local team• Connect with marketing leaders consistently to ensure alignment of brand platforms, share best practices, present brand opportunities and provide candid feedback to grow business• Partner with B-F Market Managers weekly in the market to address commercial and marketing opportunities as well as continually train and build Emerging Brands advocacy • Coach and work with Greenhouse Brand Ambassador/Champion, distributor Craft/ADS team on B-F initiatives, brand knowledge and support local market goals• Align monthly with distributor KSBM to manage portfolio allocations, inventory, brand initiatives, review monthly brand performance and programs• Conduct monthly distributor General Sales Meetings across 3 selling divisions on brand knowledge, priorities, and provide market resources • Secure brand visibility and advocacy in targeted on/off premise accounts through personal calls and brand education seminars

Short Term Assignment during vital transition to HHGlobal, foremost branded event (ACC Golf Tournament), and decisive brand strategy/ideation planning period.• Optimize working processes with HHGlobal, PriceWeber, Korbel Winery and internal teams to deliver platform/program elements to solve business issues and meet market needs• Analyze conclusions from Korbel Strategy & Ideation session to devise national brand strategies to accelerate Korbel Champagne volume and Korbel Brandy distribution • Directed consumer activations, VIP guest hospitality teebox and aid in PR/Media activities during ACC Golf Tournament • Collaborate with Insights, IMC, PR, Multicultural, field, operations, sales promotions teams to provide perspective and synergize efforts for all partners

Took opportunity to lead entire off-premise channel, requiring enhanced prioritization of multiple tasks. Amid a distributor initially misaligned with BF priorities and business practices, used a hands-on approach in market and partnered with varying levels of distributor personnel to establish BF top of mind. • Serve as off premise sales and marketing lead for Maryland and Montgomery County through field reconnaissance, planning/review meetings, etc. for BF and Breakthru Beverage • Manage and allocate B-F and distributor re-investment brand budgets of over $500k • Collaborate monthly with two sales division managers and KSBM to review brand priorities, goal progress (SEE, TPS, BF150, depletions, distributions) and general sales topics• Analyze brand/market performance to localize brand direction with internal BF functions, to establish priorities to meet financial and activity goals and address opportunities• Develop/Coach/Manage BF Multicultural Manager, On Premise ADS, and Scotch Consultant to bring alignment to local priorities and establish BF mindset.• Partner with various distributor personnel in field to identify and address BF opportunities • Lead off premise discussions in bimonthly meetings with BF State Manager and TPM to address business update and shortfalls, gaps in resources, and other administrative tasks • Manage 54 key accounts through quarterly visits to conduct fact-based selling, log competitive activity, and communicate opportunities/wins to distributor for follow up• Conduct quarterly Brand Platforms Reviews to align distributor with BF priorities and ideate plans, resource gaps, and other key opportunities

• Develop and maintain strategic partnership with distributor account managers and corporate buyers for Publix and Winn Dixie, and manage National/Regional programs for Walmart• Work with BF National Account team, both local and national leads, to maximize execution at Walmart, Total Wine, and Costco• Survey market and provide feedback to distributor sales managers on successes and opportunities that exist in chain accounts with regards to distribution and program execution; and record competitive activity and pricing• Develop specific brand proposals to activate brands by collaborating with Division and National Marketing leads for resources and complete post-program analysis• Partner with Territory Finance Manager to develop pricing and discounting schedules tailored to each chain to ensure ideal activation • Collaborate monthly with distributor chain managers to advance alignment with local BF priorities through individual chain programming and complete post-program analysis• Assist in composing monthly ATI goals and evaluating results with sales division managers.• Conduct monthly meetings with sales division managers at all distributor branches throughout Florida to discuss upcoming chain programs and expectations• Conduct quarterly General Sales Meetings with sales force to communicate chain priorities and also discuss issues/opportunities to take back to chain managers and corporate buyers• Lead quarterly chain meetings to review FYTD business and projections, current Neilsen trends, upcoming brand platforms, and ideation sessions with key distributor chain management, BF National Account management, and local BF team.• Manage and allocate brand budgets of over $500k for all regional chains for NPOS, tastings, printing costs, discounting budgets, etc.• Ensure consistent communication regarding all grocery channel program details and expectations to the Brown Forman off premise managers to insure proper execution of all grocery programs

• Manage distributor’s performance and execution on distribution, depletions and brandpresence of Korbel California Champagne and Sonoma Cutrer Wines• Hold monthly meetings with on and off premise distributor management to ensure execution on depletion, local programming, and gross profit goals set for each quarter/year• Execute General Sales Meetings and distributor management meetings throughout all distributor houses in Florida to ensure alignment with localized brand programs• Interact with statewide distributor chain managers to ensure that national programs are being carried out in respective chains (Publix, Walgreens, BJs, Winn Dixie, etc.)• Allocate brand budgets of above $50K to build brands through point of purchasematerial, creative sales incentives, and consumer events• Plan, execute and supervise branded consumer events to build brand awareness• Customize national brand direction to territory and communicate to sales team to ensure supreme execution • Champion channel opportunities and event efforts by building lasting relationships with distributor and key accounts in traditional/non-traditional on/off premise areas• Build business in unsupported consumer segments and under resourced brand opportunities (i.e. multi-cultural markets, Hispanic, and independent segments)• Plan and execute sales blitz with a focus on gaining distributions, displays, and increase presence at the point of purchase• Create and present impactful sales incentive programs to drive business and brand awareness • Participate in bi-weekly work with distributor representatives to gain distribution and ensure maximum execution of the brands in market• Allocate available resources that focus on mostly pull activity as well as push activity through tastings, partner account programs, etc.• Complete ad-hoc requests for non wine brand related initiatives such as sales blitz, consumer events, and active participation in all planning meetings regarding spirits

-Conduct fact based sales presentations to retailers tailored to each account to initiate shelf merchandising and secure displays-Maintain a territory of over 60 retail accounts, segmenting call frequency based on Brown-Forman account value and call complexity-Exceeded and/or met goal of 60 monthly objectives, determined by Brown-Forman’s key initiatives-Record accomplishments and follow ups for each account visit-Ensure maximum space allocation, proper shelf placement and primary display position for all Brown Forman brands-Install and maintain current point of sale, pricing, signage, and promotional activity for over 60 retail accounts with a consistent and frequent calling schedule.-Schedule in store product demonstrations for products around key holidays or for new products-Gain new product distribution for key Brown-Forman brands-Build solid knowledge base of competitive activity and environment and provide insight on that activity to help further the Brown-Forman business plan-Communicate competitive activity, such as pricing and Retail Incentive Program (RIP) plans, gained from in-market work, to appropriate Brown-Forman personnel to help shape the Brown-Forman business plan-Participate in extended spirits training focused on production and product benefits to educate retailers, consumers, co-workers, and distributor personnel on all Brown-Forman brands -Create, maintain and leverage good working relationships with all distributors, retailers (buyers/management/staff), and Brown-Forman personnel to benefit Brown-Forman brands-Participate in quarterly distributor business reviews and present on key Brown-Forman initiatives carried out by the merchandising team-Created a mobile phone program to track monthly objectives and other accomplishments-Educated team on Google spreadsheets and forms -Participate in large retailer and consumer wine/spirits events to promote and educate the public on Brown Forman brands

-Maintained day-to-day transaction end processing-Hired and trained employees-Implemented and consistently update inventory information into new POS software-Trained employees with POS software-Resolved customer disputes and questions-Monitor inventory for sale and make purchase orders for additional shipments-Delegate daily responsibilities and monitor employee performance