Rob Johnson Email & Phone Number

Pittsburgh, Pennsylvania, United States

Steer the operations of a $20M a year regional beverage wholesaler. Control all AR and AP processes between retailer – wholesaler – supplier, to-and-fro. Govern, track, and maintain budgets with each supplier partner. Assist with the ordering of product, shipping and receiving logistics, sales, and market strategy. Champion inventory management. Mentor the sales manager, sales team, administrative, and warehouse staff. Ensure constant improvement in all areas of the operation.• Overhauled the administrative, sales, delivery, and warehouse operations by implementing Vermont Information Processing’s (VIP) “Beverage” software suite – Route Accounting, Financials, Warehouse Management, Sales Execution, Delivery, Pricing, and Reporting – resulting in greater oversight, efficiencies, and execution.• Introduced the Retailer Portal e-commerce interface permitting “LIVE” inventory visibility and an online ordering solution for retailers. There are over 500 retailers actively using the interface on a weekly basis.• $200,000 increase in gross revenue realized over the 6 months following the above advancements.

Judge various categories of craft beer marketing related to retail positioning and overall sales success, i.e. packaging design / innovation, label design, promotional videos, social media content and messaging, etc. Objectively provide scores for each entry in the given categories along with positive and critical feedback.

United States

Advise on all aspects of business planning from investment raising, company name generation and legal structure to location selection, branding, marketing strategy, PR, equipment selection, product development, sales structure, distribution, and pricing. rob.johnson@worldpronet.com

Greater Pittsburgh Area

Established sales targets. Developed strategic sales plans promoting sales growth and revenue. Responsible for the strategy, tactics, and programs which created interest, demand and recognition for products through the use of PR, product marketing, creative services, advertising, strategic relationships, direct, event, channel and online marketing. Assisted operations and production teams to ensure manufacturing and shipment deadlines were realized and aligned with marketing. • Designed, presented, and managed Annual Business Plans with distributors ensuring alignment of sales resources.• Created overall marketing plans and activated various marketing programs achieving cohesion with sales execution.• Mentored 3 sales team members and a graphic designer promoting personal growth and quality of deliverables. • Prospected and collaborated with various strategic partners introducing new products and streams of revenue.• Implemented necessary resources such as Lilypad CRM software improving sales team execution and efficiencies and an online Sales Resource Center (SRC) adding ease of access to assets for distributors and retailers.

Greater New York City Area

My role on the Business Development Team for the Canarchy Collective breweries focused on the following 6 core components of our business - Business Planning & Execution, New Market Expansion, Pricing, Orders / Inventory, Marketing Program Execution, and Export.

Oversaw 2 regional sales managers, 3 market managers, 32 sales representatives, and 82 wholesalers across 22 states in the Northeast, Mid-Atlantic, and Southeast regions. Collaborated with regional management to identify best practices and incorporated each to expand and upgrade sales operations and procedures, further standardizing processes across each region. Designed and implemented above and beyond incentives for the regional sales teams and targeted programming for wholesalers. Communicated chain programming and updates, and ensured realization. Reviewed and audited wholesaler invoice submissions. Assisted regional and market managers with all aspects of their responsibilities.• Expanded the Southeast Regional Sales Team from 3 to 12 members while integrating the Cigar City Brewing sales team into the existing Oskar Blues Brewery sales structure.• Increased depletions across the Eastern Division by 8% over 2015 resulting in 2,037,003 CEs of total depletions.• Aided these three regional teams with generating over $40.7M in revenue in 2016.

Managed and directed a team of 9 sales representatives in a region consisting of 9 states and 17 distributors. Educated sales staff about the Standards of Performance as they relate to sales, distribution, marketing, promotion, pricing, and merchandising. Forecasted and created annual business plans and goals with distributor partners. Monitored inventory and assisted the coordination of routine shipments and transfers. Ensured that budgets at all levels were being utilized effectively and responsibly. Hired employees and conducted employee reviews.• Improved internal organization and processes aiding communication and fulfillment throughout the team, distributors, and the market place.• Strategized Plan-Sell-Execute (PSE) files for each distributor providing a road map for monthly focus which harmonized distribution, merchandising, retail features, pricing, brand focus, programming, and events.• Increased 2014 depletions by over 40,000 CEs (15%) in one of Oskar Blues’ oldest, most competitive regions.

Oversaw 8 regional sales managers, 15 states of distribution, 72 distributors, and all territory expansions. Created, developed, and implemented market strategies for new and existing territories to ensure successful market entry and continued long-term growth. Assisted with brand creation / development and marketing. Established timelines and processes regarding package availability and longevity. Coordinated sales directly and indirectly to retailers through our distribution partners. Enacted shipping logistics and assisted with maximizing container loads and related monthly shipping variables.• Launched 5 states (North Carolina, Florida, Vermont, Michigan, Georgia) accounting for the addition of 45 distributors, 4 sales managers, and over 250,000 CEs of new growth through December 2012.• Developed an online order submission portal and implemented the Vermont Information Processing (VIP) data collection system and related iDIG reporting software to improve tracking of sales, distribution, inventory, and shipments through our distributor partners to our retail partners.• Devised new ordering and shipping processes improving inventory flow and SKU management.• Increased annual sales pushing our production from 34,000 bbls in 2009 to 65,000 bbls in 2012.

Introduced the brand and market strategy to 8 distributors in North Carolina and 21 distributors in Florida. Embedded myself in the local culture and earned the trust of my distributors and retailers alike with a “lead by example” approach. Worked the market, set-up events, stewarded events, and assisted the efforts of each distributor’s sales team at the retail level. Managed inventory flow and sales of each distributor. • Designed strategy and related calendar for market entry which received praise from our distribution partners as an “excellent plan” for successful market entry and sustained growth. • Catapulted Florida and North Carolina to our 2nd and 5th ranked states respectively by sales volume within the 12-state region of distribution.• Developed productive relationships with our distributor partners which continued to fuel sales and focus.

Promoted products from the Craft and Import Portfolio by means of beer dinners, beer tastings, and massive product visibility at A-Tier accounts and small accounts, alike. Educated bar managers, bartenders, servers, sales staff, and the general public through seminars, consistent contact, and in-depth conversation. Solicited and acquired high-quality breweries to bolster the Craft Portfolio. Assisted with the ordering of draft and packaged beers, resulting in a steady flow of fresh, staple and seasonal products. Coordinated sales directly, and through sub-distributors and tavern distributors (PA specific).• Acquired the distribution rights for Blue Point Brewing Company and Hoppin’ Frog Brewery, generating over $50,000 in new gross profits in the last 5 months of 2006, and sustained growth through 2009. • Built the Green Flash Brand from the ground up, taking their West Coast IPA from obscurity to the most sought-after IPA in Western Pennsylvania.• Recorded on-premise sales in excess of $500,000 each year (50 accounts).• Increased the sales of multiple craft and import suppliers upwards of 45% per year.