Ryan Garcia Email & Phone Number

Dallas/Fort Worth Area

• Develop the US strategic growth plan via ABI wholesaler network and integration across internal divisions• Oversee strategic planning and marketing plan development across all business• Communicate brand objectives, strategy, and plan details throughout the system (wholesaler, field sales, retailer).• Measure and grow brand equity (image and health measures); developed a strong talent pool for succession planning.• Evaluate sales performance (volume, margin, distribution) and developed action plans to address performance gaps• Provide regional support for key selling markets along east coast• Advise brand platform development of US digital content and marketing team

Dallas, Texas

Promoted and relocated to develop and implement strategic regional portfolio marketing plans across the U.S.• Lead and motivate a team of nine direct report Portfolio Marketing Directors, supervising 32 Portfolio Managers, and Local Connections Managers to execute national programs.• Develop the multi-cultural marketing plan for the Latino, African-American, Asian, and GLBT segments, in support of the Budweiser, Bud Light, High-End, New/Innovation, and Value brands; includes media, experiential and sports plans.• Oversee strategic planning and marketing plan development including Advertising, Media, Sales Promotion, Packaging, Sports & Entertainment Marketing, Research & Consumer Insights, P.R., Geographic Marketing and National Retail Sales.• Provide regional support for key selling/volume states including CA, TX, NY and FL, and align regional portfolio strategy with national platform in the key markets of Miami, New York, Los Angeles, Dallas, Chicago, Denver, and St. Louis.

Greater Los Angeles Area

Promoted and relocated to lead sales development and execution strategy in Southern California.• Oversaw all long-term strategic business planning in Southern California with full P&L responsibility.• Provided leadership and direction to eight District Managers to maximize performance, stabilize market share, and drive results in 20,000+ retail accounts selling 150 million cases.• Performed regular market visits to 17 wholesalers to strengthen wholesaler relationships through a hands-on approach, coach and motivate sales teams, and manage compliance with legal and wholesaler standards.• Aligned National Retail Sales with Wholesaler team to deliver relevant channel, trade, and connections strategy.

Dallas, Texas

Promoted to implement regional channel marketing initiatives to grow sales, distribution, and market share.• Led, directed, motivated, coached and evaluated a team of eight with a $12M annual budget for field-based marketing, communications and execution of brand strategies to distributor management and field sales force.• Developed, communicated, and activated relevant national/regional/local marketing/media plans, trade marketing programs for both on- and off-premise accounts, special events, and sponsorships in the state of Texas.• Worked closely with 45 wholesalers in the region to generate sales of 165 million cases of beer annually.

Dallas (Jul. 2009 To Nov. 2010) | El Paso Dec. 2007 To Jul. 2009

Promoted and relocated twice to provide oversight, strategy, and leadership of local sales and distribution efforts.• Provided direction and leadership to three wholesalers selling 43 million cases in 32,000 accounts in the DFW market, and eight wholesalers / 31 million cases / 6,000 accounts throughout West Texas to drive volume and profit growth.• Conducted regular market visits to communicate region priorities, identify sales opportunities, develop pricing plans and selling strategies, motivate wholesaler sales teams, and ensure compliance with the Wholesaler Equity Agreement.

San Antonio, Texas Area

Recruited to manage overall sales, service, and pricing initiatives for 12 non-equity ABI wholesalers in Central Texas.• Managed new business development activities to drive volume and profit growth in all trade channels, by developing a strategic business plan, and working with wholesalers to carry and promote the full InBev brand/package portfolio.• Created local marketing partnerships to help drive brand awareness through relevant key account programs.• Ensured proper communication and execution of brand strategies to distributor management and field sales force.

Dallas, Texas

Promoted to implement a pilot program for national rollout, to ignite volume growth with Hispanic consumers.• Recruited, trained, and led a team of seven Hispanic Key Account Reps. to grow CBC presence in the highest growth opportunity accounts in the state of Texas; grew CBC business consistently in four consecutive years.• Created and oversaw execution of Hispanic sales plans, go-to-market strategies, opportunity recognition procedures, resource allocation and enhanced selling systems and processes at 26 wholesalers, with a $1.5M annual tactical budget.

Dallas, Texas

Promoted to create local grassroots marketing partnerships working with 3 wholesaler partners in the market.• Served as principal driver of media plans, marketing activity, product education, product introduction, and development.• Directed the Hispanic sales efforts in the DFW market through direct management of a grass-roots sales program, Latino Street Wise, with focus on building brand awareness and driving volume and distribution in critical accounts• Recruited, trained, and managed five Retail Sales Reps. to grow sales in key accounts; started-up a new Hispanic sales and marketing team, with 45 Agency Reps. to call on 5,000+ total on- and off-premise accounts and execute special events.

Fort Worth, Texas

Recruited into Management Training Program to learn the beer business and prepare for future career growth.• Attended 12-week training session in Golden, Colorado prior to assuming a sales role in the Dallas-Fort Worth market.• Presented market initiatives and new products to wholesaler sales team, executed account sales calls, and built retailer relationships to achieve sales growth targets in the 150 highest volume on- and off-premise accounts.