Ryan Lawson Email & Phone Number

Greater Tampa Bay Area

Responsible for the development, alignment and communication of market-level national account strategy and plans to achieve the Annual Operating Plan of over $400M annually- Build and Lead Diageo’s chain strategy for spirits across FL/IN/KY/NY- Grew dollar sales by 4.9% since starting role, outpacing rest of market by 130 bps- Manage $20M Trade Spend budget to drive customer programming and consumer awareness to grow market share- Ability to influence at all organization levels- Lead sales team consisting of account and execution managers- Work closely with distributor partners to align on common sales and execution targets across entire Strategic Account teams- Plan, assess & drive execution against Innovation, New Items/Expanded Authorizations, Planner/Ad Support & Displays- Grew market share and dNSV in first three(3) quarters while category trends decline

Nashville Metropolitan Area

• Achieved Annual Operating Plan of $40M through pricing, margin expansion, distribution gap fills, in store execution and marketing promotions• Led Diageo's business through distributor management to maximize sales and profit in the on and off premise channels• Led the creation of the AOP and subsequent in-year updates to ensure all opportunities are being capitalized upon, and appropriate mitigation plans are put in place for areas of identified risk• Led team of supporting roles essential to achieving annual goals, revenue management, marketing, customer logistics and finance• Managed orders and inventory levels to mitigate out of stocks and keeping distributors to acceptable days of supply• Exhibited strong persuasion, negotiation, problem-solving, and leadership skills• Created innovative forecasting model to streamline and increase planning accuracy• Expert level knowledge of supplier/distributor dynamics and product supply chain to optimize performance.• Moved with considerable pace, taking action and seeking continuous improvement opportunities• Managed $1.5M A&P budget to maximize sales with customer engagement and driving consumer awareness

Greater Nashville Area, Tn

Responsible for achieving annual operating plan through distributor management. • Developed strategic partnerships across TN distributors to maximize sales, share growth opportunities, and achieve target growth rates, representing $90M in dNSV • Implemented strategic pricing initiatives that promote competitive retail prices, supports customer margin targets, and profit and volume growth for Diageo and our Distributors • Identified and mitigated risks, evaluate market trends, and provide strategic insights and recommendations to the executive team • Collaborated cross-functionally with activation teams and agency partners to create effective marketing plans • Led Quarterly Business Reviews with senior internal leaders and distributors • Consistently managed and communicated opportunities and risks to the annual financial targets and quickly adapt to alleviate the risk • Created and executed On and Off Premise execution targets and plans • Consistently achieved and exceeded execution targets: POD, display, and menus

Columbus, Ohio Area

"Carried the bag" for multiple national and regional C-Store Chains• Responsible for over 300K cases of volume annually• Managed 19 accounts with stores in 28 states and 181 beer distributors• Beat AOP plan with +6.9% YOY growth; +12.8% on largest brand, Smirnoff Ice• Worked with cross-functional teams such as marketing and finance to drive volume and monthly programs, resulting in +20% increase in national promotions over LY • Effectively managed $150K marketing budget by collaborating with brand teams, creative agencies, and distributor teams to bring brand strategies to life with key retailers• Developed tool to determine most effective SKU assortment in sets• Co-led state distributor meetings to build annual goals and best practices• Developed distributor incentive programs to grow sales +43.1% during peak season• Top C-Store KAM against AOP and share growth

Bentonville, Ar

Spirits Category Advisor on Walmart account focused on supporting buyers with growing entire category • Co-led Joint Business Planning (JBP) process providing customer with vision to maximize growth potential and identify areas of opportunity, aligning to a +10% growth plan• Forecasted sales impact on various multi-million dollar projects including projecting the impact of Liquor Box Reinvention would be on a store by stores basis• Manage Great Lakes, Southeast, Northeast and Gulf Shores regions for spirits • Developed shrink strategy plan with 25% growth in stores since inceptiono Identified a $300M opportunity if plan is executed to full capacity • Manage VAP program with customer by recommending item assortment and order quantities – +$5MM in sales YOY• Implemented split case ordering system in state of Michigan in order to increase assortment by +25%• Identified and increased relevant assortment gaps in low proof state of Ohio with a +10% sales lift• Provide deep dive analysis to deliver strategic selling stories• Work with distributors and buyers to create recommended quantity deals/bridge buys• Provide customer with promotion and sales driving recommendations• Track pricing between account and competitors • Perform yearly modular relay functions such as using JDA to draw MODs• Utilize all available category management software and tools such as Retail Link and Nielsen to assist customer buying teams to help drive selling stories

Bentonville, Ar

I was responsible for building and maintaining an ongoing relationship with Walmart buyers and directors to provide them with category sales and insight information to grow the business • Conducted new item research and analysis to present recommendations• Reviewed item assortment, category and market trends, and planogram needs• Worked closely with Category Managers and Walmart buying team• Executed spirit category captaincy and advisor role • Drew modulars using ProSpace for spirit category relay• Analyzed weekly sales across category and discuss opportunities with customer buyers• Performed ad-hoc business reporting to answer time sensitive questions• Gained understanding of the in-depth alcohol state laws and regulations • Effective time management to prioritize multiple projects and meet deadlines

Bentonville, Ar

As a Business Development Manager, I am responsible for managing all aspects of an assigned client's business to achieve the client's Key Performance Indicators (KPI's) across the customer base within their Market. I maintain and grow the client's business, and create and close new opportunities. As a BDM, I am the client's main contact and liason to the various sales associates calling on customers as well as to support teams in the organization (including order entry, plan execution, and retail planning). Job Responsibilities of a BDMRevenue Budget Achievement: Deliver budgeted revenue income by client while maintaining expenses. Responsible for identifying new growth opportunities and closing those opportunities (i.e. expanded product distribution or increased promotional activity). Client Management: Meet or exceed client KPI's to create "raving fans". This includes but not exclusive to goals related to sales, distribution, pricing, shelving placement, promotional volume, and promotional spend levels. Establish regular communication with the clients that lead to strong working relationships. Takes a proactive approach to managing the client's business that anticipates its needs and provides solutions. Business/Category Reviews: Coordinate efforts to develop and deliver sales presentations to clients and customers that highlight sales accomplishments and areas of opportunity. Incorporate the use the syndicated data to outline business building ideas. Sales Team Alliance: Distribute client sales information as appropriate to Customer Team Leader's and Customer Development Manager's to further the client's sales objectives. Provide regular updates to managers regarding the status of the client's business.

Bentonville,Ar

I was involved in a yearlong leadership development program where I receive extensive training in many different positions within the Walmart teamSpent time in retail stores training with retail sales teamAttended formal training for leadership, presentation, and management skillsCreated and distributed weekly reports to clients (Traded/ Valid, Zero Sales, Phantom Inventory, Trending Report, Promotion trackers, Speed to Shelf)Gained experience in building client and customer relationshipsTrained with Pro Space space planning software to provide clients with new or updated modularAssist Business Development Managers with growing client portfolio

Bachelors, Marketing

Bachelor Of Science, Business Administration, Retail Marketing