Shannon Say Email & Phone Number

Dallas , Tx

• Successfully leading sales and distribution of Phusion Projects brands, including Four Loko, Mamitas & Pirate Water, across key chain accounts in Texas and Arizona, ensuring alignment with annual business plans.• Overseeing 5M in revenue while building strategic relationships with key retailers including Circle K, 7 Eleven, HEB, QuikTrip, Albertsons/Safeway, Specs, and AAFES.• Effectively growing distribution and implementing tailored promotional campaigns for convenience and grocery accounts, coordinating closely with the retail category decision makers to enhance brand presence and market share.• Strategically forecasting business growth plans and allocating annual budget to impact business.• Fostering robust relationships with retailers by providing syndicated data insights through Neilson (NIQ) and thought leadership on market trends, thereby enhancing customer loyalty and brand preference, while developing strategic customer plans to surpass volume and profit targets.• Conducting regular market visits to assess the effectiveness of promotional strategies and uncover opportunities for growth.• Monitoring the execution of marketing programs within assigned accounts to guarantee optimal product pricing and promotion, enhancing brand visibility and consumer appeal.• Efficiently collaborating with local sales teams and distributor partners to ensure strategies align and flawless execution for retail programs.

Dallas, Tx

• Penetrated an emerging market, growing sales by 35% and achieved 160K cases with $7.6M in net sales, obtaining an average sales margin of 7.5% across all accounts.• Led a team of 6 employees, completed annual performance reviews, developed career paths, and coached the team through a structured sales process to build long-term business relationships, ensuring customer retention.• Collaborated with internal stakeholders in finance, inventory, and human resources to enhance sales efficiency and supported employee recruitment, mentoring team members and developing a succession plan for the area managed.• Identified team and individual associate’s goals/objectives, provided regular and candid feedback through evaluations or coaching sessions, assigned responsibility for projects, and led people in daily activities.• Oversaw business plan development for the territory and individual customers, assisted with new account development, visited key customers to build relationships, and assisted with the resolution of serious customer concerns.• Worked with operation teams to meet customer service expectations and collaborated with Regional or National Chain Managers, Category Specialists, and Customer Segment Leaders to meet customer needs and support sales.• Reviewed and analyzed weekly and monthly reports to improve sales, increase profit margins, managed accounts receivable, developed staff, identified any service delivery problems, and provided solutions or recommendations.• Maintained visibility with key customers, segments, or associations, provided ongoing staff training using “in the car” ride-with programs, and participated in food shows, regional customer events/segment shows, and customer HQ trips.• Oversaw the development of targets for individual team members and collaborated with managers to develop and meet goals that supported the Region, Division, and US objectives for sales, margin, and new business.

Dallas, Tx

• Executed all aspects of field sales and business development in an assigned market, implementing brand wholesaler plans, overseeing distributor incentive programs, and ensuring key account execution for a number of distributors.• Managed sales and marketing efforts of brands including White Claw Hard Seltzer, Mike's Hard Lemonade, and Cayman Jack by evaluating distribution, display, and ad feature execution with an annual case volume of over 3.2M.• Maintained partnerships with numerous distributors over several territories, totaling over $70M in annual revenue and achieving year-over-year triple-digit growth of more than 112%.• Exceeded quarterly sales goals by 15% through smooth execution of sales plans within the wholesaler network, working with District Manager level influencers at their distributors.• Recruited, hired, coached, retained, and promoted sales representatives and conducted monthly sales meetings with distributor partners to promote brand execution, sales opportunity, sales incentives and new products.• Presented brand plans, pricing, promotions, and programming according to the business plan, while monitoring, tracking, and analyzing assigned territory budgets and marketing plans as well as controlling operating expenses.

Dallas, Tx

• Drove growth of portfolio in national and regional accounts covering over 38 states including Safeway, Circle K, QuikTrip, Whole Foods Market, Allsups, United/Market Street, Lowes, and Delek to increase YoY sales by over 55%.• Prepared strategic forecasting and budget planning that resulted in exceeding annual goals by over 8% while applying expertise in tools, shopper insights, panel data, and syndicated data (IRI) to drive informed decision making.• Managed over $11M in new and existing business with 31% year-over-year growth in profitability while coordinating regional business development activities with 16 key retail customers and wholesalers.• Collaboratively created and executed sales strategies to increase market share, drive distribution/depletions, and build as well as maintain relationships with retail partners or distributor networks.• Developed presentations for selling local programs, new authorizations, shelf optimization, and managing execution of MODs while maintaining business partnerships with buyers and operators for chain account managers/sales leadership.• Penetrated and influenced at the Store Manager or Market Manager levels as well as met quarterly with segment buyers to review past performance and gain support for regional promotions and increased distribution.• Developed region-specific programs and promotions to increase the value of company partnerships with wholesalers and retailers while working cross-functionally to align chain-specific program goals and strategies.• Conducted customer analysis and assessed sales information or data using variety of sources such as IRI or Retail Link.

Dallas, Tx

• Tracking and reporting on-going market conditions, providing weekly retail/market recaps of execution and performance, and providing manager feedback on market conditions/activity using internal tools.• Overseeing brand execution at the market level to ensure consistent application of brand standards including pricing, shelf placement, cold box placement, display, draft, and bottle placement to ensure proper retail execution.• Keeping abreast of competitive trends and report appropriate developments as well as monitoring product levels and increasing actual shipments and depletions through on-going, consistent communication with distributors.• Managing all monthly administrative requirements for fiscal responsibility, distribution tracking, program execution tracking, and performance management as well as all local sales or marketing initiatives.

Fort Worth, Tx

• Initiated phone calls, emails, and face-to-face appointments to provide a top-level experience to current Season Ticket holders as well as provided a superior level of customer service to all ticket buyers regardless of level of purchase.• Met or exceeded yearly renewal and new sales goals by over 17% by developing relationships with current or new accounts in order to provide a first-class experience and generate repeat business.• Attended various season ticket holder functions designed to add value to the overall experience of Speedway clients.• Worked all scheduled track events to provide service to all ticket holders, achieved or exceeded daily call volumes, and maintained/updated accurate records for season ticket holder base through the Ticket Master Ticketing System.• Participated and contributed to daily or weekly sales team meetings and training sessions as well as contributed positively to the team culture by developing mutually beneficial working relationships with all team members.• Continually created and implemented unique sales and service strategies, ideas, or programs as a mean of producing new business opportunities as well as generated new sales through referrals, add-on tickets, upgrades, and group ticket sales.• Resolved customer questions or complaints and offered solutions to drive company revenue and customer retention.

Master'S Degree, Sports Management

Bachelor Of Science (Bs), Sport And Fitness Administration/Management

Activities and Societies: Lock Haven University Women’s Soccer, (2000 – 2002) 2001 NCAA DII Championship Quarterfinalists, DII Northeast.

Education record