Steven Leet Email & Phone Number

Sydney, Nsw, Au

Sydney, New South Wales, Australia

I was promoted to manage a national portfolio of brands consisting of Fireball Whisky, Southern Comfort, Buffalo Trace Bourbon, Sheepdog and Starward Whisky, successfully driving multi-million channel growth and Endeavour Group revenue. I increased COLES Liquor Group revenue, built the first private label Bourbon for COLES Liquor and led the launch of a new control label Whiskey (Early Times) for ALDI. I drove the formalisation of trading terms and shared P&L/JBP with COLES Liquor, and led the establishment of the company’s first trading terms with Endeavour Group. I also built a new process for NPD x Sales function engagement, templates, process and content while leading a team of 4 x National Account Managers and one Key Account Executive.

Syndey, Australia

I managed a national portfolio of high profile brands, including customer planning and activation, promotional programing and investment, CPI and price management, claims and deductions management, monthly business and range reviews, new product development, and trading terms. Key highlights include transitioning Pinnacle Drinks to Endeavour, building the first effective trading platform for Coles Liquor (engagement), and launching 20+ different lines across Spirits, RTD and Non Alcoholic beverages. I also launched the FEVER-TREE (non-alcoholic) line into Grocery Channel for Coles and Woolworths as well as introducing Cocktail Mixers into Grocery Channel for Woolworths.

Sydney, Australia

In addition to launching a major NPD (Iron Jack mid-strength), I held volume and sales in a declining category by managing the promotional and investment program for Cellarbrations, Bottle O, IGA Liquor and associated ownership groups. I built out the Ownership Group Accounts program to support state programs, managed customer planning at banner and group account level, and led delivery of promotional slotting program while building and managing regional field team partnerships. I also oversaw all aspects of monthly business reviews, CPI, discounts and investment spend/accrual as well as annual operating plan (AOP) strategies, including volume and $ contribution forecasting.

Sydney, Australia

Key achievements in this role included driving bulk/keg beer growth by refocusing on ALH (EG on premise is the single largest pub group in Australia with 330 hotels) and creating new customer commitments with a new investment mechanism that responded to customer needs. I also re-signed ACCOR Hotel group for an additional 3 years and secured exclusive ranging with the group, led Contemporary, Craft and Premium beer segment growth for key customers, and grew tap and share of space for LION brands. Other highlights include securing HSD core ranging for ALH nationally, launching Boag’s Draught into ALH VIC and transferring 30+ independent venues into ALH and 45 MIRVAC venues into ACCOR.

Sydney, Australia

Nominated NSW Sales Leader of the Year 2011 in recognition of delivering 27.8mL p.a, negotiating and securing new 2-year term with ILR (largest single independent retailer in NSW) with improved program outcomes and payment structures as well as the first terms agreement with Liquorstax in 3 years. Re-signed JDA Hotel Group for 4 years with a modest increase in CPL rate but no CPI indexation and successfully negotiated a change in “route to mkt” for indirect customers in NSW for ILR (aligned to total LNA business needs). Also executed Budweiser World Cup program - Local Liquor/ Liquorstax, and planned, built and executed several large group marketing promotions.

Sydney, Australia

Negotiated and re-signed the AJC and supported ANZ Stadium contract renewal and re-signing. Developed Stadium Strategy for NSW – investment levels and key criteria for leverage written for business. Secured James Squire (Brew) Ale House commitment for development in Newcastle. Signed the East’s group Roosters for 4 years over a previous competitor that held the contract for 9 years. Led sell in and developed NRL support program to NRL accounts (local area campaign and account leverage through football season) and drove ‘revival’ of the South Sydney contract, successfully re-negotiating outcomes and investments.Key account and customer groups included, Penrith, Manly, Easts, Parramatta, South Sydney Rugby League Clubs, ANZ Stadium (Homebush), Royal Randwick Racecourse (AJC), Rosehill and Canterbury Racecourses (STC), Mount Pritchard Community Club (Group), Wentworth Leagues Club (Group)

Sydney, Australia

Working with the LION National Business team on Woolworths Liquor, BWS, Dan Murphy's, Liquorland, Vintage Cellars, First Choice, Cellarbrations, Bottle O, Metcash (IBA), Bottlemart (LMG), I developed Key Selling Period (KSP) strategy for brand and customer in trade execution, as well as processes/tools for brand and sales activity planning for the national business team. Managed customer specific pack development for 12 pack Toohey’s Extra Dry (NPD), 36 Can Block (NPD), 8 and10 pack premium (NPD), 440mL TNEW 18 pack, and 18 pack Heineken and Becks (NPD). Led on pack promotion activity around TNEW Super 14’s, Toohey’s Extra Dry CD and Surfing DVD, XXXX State of Origin, TNEW Wallabies on pack, Westend/ Emu football finals, and XXXX GOLD ‘Dig for GOLD’ etc. Also created numerous trade incentive and consumer promotions, from GWP to sweepstake and instant win, which involved working closely with licensors, brand, sponsorship, customers and agency.Key responsibilities included, leading a team of 4 activation executives, category review and development, key selling period strategy, shopper and channel research management, joint customer business planning resourcing & process management & management of BTL agency relationships

- led a team of 3 to 4 product managers- pricing strategy and coordination- management of A&P budget- brand and communications strategy- media planning- packaging and graphic design

- A&P spend planning and responsibility- brand and communciations strategy- trade launch- media planning- ATL, PR and promotional strategy development/ execution- agency management

Sydney, Australia

- led a team of 2 brand managers/ coord- brand management and P&L accountability- A&P spend and responsibility- NPD development- ATL, media and promotional strategy/ management- consumer research

Sydney, Australia

- execution and activation of all brand campaigns through major independent channels; route, convenience, petroleum- management of trade marketing budget- product launch and coordination - merchandising execution and management (refridgeration assets)- key trading period strategy

Sydney, Australia

- management and execution of retail store promotional activity- compliance to brand standards- local store marketing- POS management- kids club program- progam execution for new store openings

Bachelor'S Degree, Management - Major In Marketing

- wine business (Int. & Domestic) - marketing planning strategy and principles - marketing research methods - advertising and promotion.

Bachelor Of Arts (B.A.), Politics History Economics

- quantitative methods - macro economics - political theory and philosophy - history