Stenia Goulet Email & Phone Number

Virginia, United States

• Lead, coach and develop a high performing sales organization across NC, VA, DC & MD consisting of District Sales Managers and Market Managers and maintain responsibility for 30+ distributor branch locations selling over 3.5 million cases of beer annually• Leading the distributor and retail management through managing annual/quarterly/monthly business planning meetings and written recapping, meeting, or exceeding all short- and long-term goals through effective planning and execution, and managing inventory, retail sales, & POS• Provide leadership towards delivering brand volume, distribution, visibility, incentive program creation and activation, gap plans, and identifying sales plans and targets while ensuring sustainable profitable growth across the Pabst portfolio • Develop and implement a comprehensive bottom-up annual operating plan for both the on and off-premise channels, revenue management, organizational development, and manage the P&L to the identified targets• Set all suggested retail pricing by SKU and conduct retail price surveys to assure competitiveness in the market and drive retail execution standards • Drive coordination and alignments across all functional groups including distributors, chain, local marketing, national accounts, brand, and sales.

Virginia

Directed activations for on-premise sales team and managed key accounts for a diversified spirits portfolio along with overseeing several budgets totaling more than $600K. Accountable for 6K accounts and oversaw identification and management of 850 called on accounts that accounted for 80% of business. Provided senior-level leadership to multidisciplinary sales team of 19. Drove visionary program creations and new product roll outs, strategic annual planning, account management, sponsorships, partnerships, consumer acquisition, brand management and team development.• Grew territories existing account relationships annual sales to over $27MM, exceeding previous sales goals 2% YOY with average 1% increase in annual volume (76K cases). Communicated and localized brand-specific tactics to local teams for top 10 brands, growing market share to 10% YOY.• Analyzed competitor and market sales trends and impacts, leading to identification of product deepening with current customers and new business opportunities; lead to negotiation of new partnerships resulting in a 25% share growth per new account added to called-on universe.• Consistently analyzed current methods and collaboratively developed sales strategies and implemented new tools for sales teams to drive success, leading to profitable impact throughout all sales calls and activations; resulting in blocking competition and driving vertical and horizontal growth.• Developed and executed product branding strategies maximizing visibility of public relations, advertising, social media and marketing endeavors to diverse markets. Resulted in sales team achieving best-in-class execution of media impacts, displays and goals surpassing 10% goal for placement per year.• Created and lead compelling monthly presentations forecasting revenue and expense expectations to senior leadership and presented quarterly plans to local distributor and clients providing clear strategies on how to achieve mission-critical sales targets.

Developed sales-driven consumer focused experiential marketing programs and worked with budgets up to $800K. Supervised marketing coordinator and hired, trained and managed over 100 promotional models. Captivated audiences via execution of promotional experiences and events and introduced audiences to products and service offerings. • Accomplished 1K on and off premise and branded events, reaching 20K consumers each year, 16K sampled and purchased products from each event.• Pioneered opening 2 untapped markets in 2 months of hire, ordered point of sale (POS) in support of events, securing and outfitting 4 warehouses, interviewing, hiring and training promotional educators.• Set standards for industry best practices, standard operating procedures (SOPs) and met performance requirements, identifying opportunities and threat to operations, while achieving improvements within strategy for advanced result and impact. • Managed and approved all time-off, payroll, expenses, uniform purchasing and consumer giveaway ordering assuring budgetary restrictions always met.• Reviewed risks in process, accomplishing resolution and diminishing issues that could otherwise occur, protected organization from loss, liability and/or damage, while setting tone for a positive work environment, enhanced by integrity and trust of each team. • Drove increased sales through off-premise customer conversions sales at an average of 28 to 31%, performing consumer education and sampling during live events; elevated on-premise sales by 35 to 40% during each activation.

Virginia & West Virginia

Integral to territory management for CPG marketing agency where I organized marketing and sales events for various clients within retail, inspiring shoppers on their path to purchase. Hired, trained and led team of 1 full time staffing coordinator, 7 part time project coordinators and over 400 contracted consultants. Focused on quality control, aggressive sales and marketing of each through in-field evaluations and individual follow-up with clientele.• Supervised event booking of consultants at 650 stores across Virginia and West Virginia with execution rate of 98%, resulting in 70% of consumers sampled purchasing products and lifting sales average of 676% day of events.• Converted stagnant market, by building solid relations with clients and distributors, while training and grooming promotional teams. • Established liquor sampling program in response to new client representation leading to addition of 100 monthly events and increased wages for specialized consultants.• Elevated event execution 50%, expanding staffing capabilities through aggressive recruitment, hiring and training process, doubling branded events from previous year, and influencing decision-makers to allocate larger budgets towards bigger and better events.

Norfolk, Virginia Area

Assist in driving sales through processing of orders and maintaining client relations. • Maintain daily communication with clients to quickly and accurately process orders and provide knowledgeable information on products• Aid in the creation and distribution of promotional announcements regarding products• Provide support in the conceptualization and set-up of brand merchandising in key accounts

Virginia, West Virginia & Nebraska

Drove Red Bull’s marketing strategies through the management of the Red Bull Wiiings Team, Student Brand Managers, and by coordinating and supporting branded events throughout the Eastern US region. • Recruited, hired, trained, and managed a team of 10+ Wiiings Team members and 5 Student Brand Ambassadors to effectively represent the brand resulting over 150K consumers sampled• Selected to be one of three Team Managers placed on an Event Planning Team that executed large scaled Wiiings Team sampling events along east coast. Seamlessly executed each event with 50+ team members in attendance, over a week and within budget• Developed training curriculum that was implemented on east coast that resulted in a continuous flow of innovative ideas for sampling that improved time management• Planned and led first US Wiiings Team Sales Drive by collaborating with sales team and distributors that targeted accounts with product voids and low sales. Resulted in over 122 accounts visited, 52 voids filled and revitalized account relationships

Greater Omaha Area

Promotions Assistant Provided direct support for promotion and sales managers by coordinating promotional events for 8 radio stations. Liaison and station representative between clients and sales representatives.Disk Jockey / Producer Co-Hosted team specialty show on Channel 94.1. Created program content and developing appealing original promotional ideas to reach the youth market.• Coordinated / co-promoted with major clients such as Pepsi, Coke, Salvation Army, Toys for Tots, etc.• Organized and assisted in preparation for concerts and special events by helping to choose venues, oversee set up, sound checks, and working with vendors to fulfill performing entertainers requests.• Created unique ideas designed to maintain and expand the listening audience through various technological avenues such as on-line DJ profiles with chat and email capabilities.

Greater Omaha Area

Managed and directed a team of more than 50 students that contacted Creighton alumni to generate monetary donations for the University Annual Fund. • Responsible for recruiting, interviewing, hiring and training new students/callers• Wrote scripts for team to follow, maintained automated calling system, and developed calling shifts to remain competitive and fun.• Assisted in reaching goal of raising over one million dollars in donations within one years’ time.