Roger Cross Email and Phone Number

Wine Warehouse is California’s third-largest wine, spirits, and beer distributor.In this role, I direct brand and sales execution strategies of the company’s full premium product portfolio across the greater Northern California region. As such, this entails driving sales, revenue, distribution, and profit performance primarily in the restaurant (on-premise) channel and the ancillary retail (off-premise) channel through an organization of eight sales leaders and account managers. Key achievements:►Heading the construction and delivery of brand execution plans, strategic account planning, territory management, business reviews, and promotional programs.►Rapidly transforming the business to drive performance. I rebuilt and trained the team, defined best practices, sharpened client product presentations, and integrated our corporate priorities.

RNDC is one of the US's largest beverage distributors, currently operating in the District of Columbia and 37 states.I shaped and directed the sales performance strategy and go-to-market execution via strategic, operational, and financial planning for a major business distributing 1M cases in the on and off-premises channel on behalf of Treasury Wine Estates, the world’s third-largest winery. Key achievement:►Sharpening the spend for advertising, promotions, incentives, and marketing fund allocation as both an internal and distributor liaison.

Epic Wines & Spirits was a full-service distributor, which has been acquired by Southern Glazer's Wine & Spirits.As Area Manager, I directed the P&L performance and end-to-end sales lifecycle for the entire wine and spirits portfolio across the restaurant and specialty retail channels in a major region spanning two territories. I directed the recruitment, development, and performance of an organization of 13 sales associates. Key achievements:►Delivering 9% sales growth, including 18% in the North Bay, the largest increase in California as achieved by the #1 and #2 teams in the state.►Generating consistent YoY growth during COVID-19, until Epic's corporate sale to SGWS.

Classic Wines is a major wine distributor.I defined, shaped, and led the sales and business development strategy for the must-win Central Valley region comprised of three sales areas with an organization of 22 representatives. Key achievements:►Building a high-performing team that attained 15% YoY revenue growth, #1 in the company. ►Generating a 35% YoY sales increase for the Treasury Wine Estates portfolio representing 58% of the total P&L, as the only region to exceed our revenue goals.

Young’s Market Company was the premier distributor of fine wine, spirits, and select beverages in the western US, with operations in Alaska, Arizona, California, Hawaii, Idaho, Montana, Oregon, Utah, Washington, and Wyoming. The company was acquired by Republic National Distributing Company.I was promoted to architect and execute the next-stage growth strategy as owner of the company’s Fine Wine division in California’s Central Valley spanning from Bakersfield to Lake Tahoe and the northern state border. As such, I directed the performance of a team of five account managers calling on both on-premise and off-premise accounts, building mindshare, driving product adoption and sell-through, and demonstrating ROI. Key achievements:►Transforming the Central Valley into one of the company’s most productive, increasing overall sales volume by 215% through highly effective market planning, forecasting, and partner alignment.►Executing a roadmap that strengthened market penetration and customer relations. I influenced investments in additional staff, dedicated talent to the critical Lake Tahoe and Import verticals, and sharpened the focus on consultative selling approach.►Consistently meeting or exceeding targets in a challenging post-recessionary market by driving increased partnership and value with key accounts through hand-selling.►Creating a culture of success, leveraging competency-based talent management to drive growth and promote four team members into management positions.►Innovating a Specialty Sales role dedicated to the Nugget Market retail account that stimulated 471% top-line account growth through partnership and alignment around mutual goals, brand plans, and promotions.►Having my team recognized by C-level leaders with multiple recognitions for top-tier performance. We garnered awards for Outstanding Team, Rookie of the Year, Account Representative of the Year, and Import Performance of the Year.

I supported the sales, marketing, and operations organizations in the conceptualization and execution of go-to-market strategies as the embedded planning partner over Young’s major wine portfolio in Oregon. In this leadership role, I drove and influenced revenues, profitability, and depletions, with responsibility for brand budget construction and administration, supplier incentive plans, and promotions. Additionally, I Oprchestrated inventory level management and allocation via leadership in sales and operations planning and led integrated business reviews. Key achievements:►Playing an integral role in enabling the business to attain sustained 12% to 16% annual growth by influencing sales, marketing, and supplier stakeholders around unified plans positioning the portfolio for long-term success and sell-through.►Improving P&L and inventory performance via the integration of sales and operations planning. I liaised with and through our stakeholders to build forecasts, align strategies, sharpen allocations, and minimize out-of-stocks.►Navigating the organization through the full cycle of the planning and execution of quarterly and annual business reviews.

I managed a book of business comprised of 75 on-premise and off-premise accounts. Key achievement:►Using a consultative approach to build a highly productive book of business, exceeding all monthly revenue goals and attaining over 96% of annual targets.