Veronica Espeche Email & Phone Number

Napa, California, United States

St. Helena, Ca

Ukiah

Execute strategic plan for all sales and marketing activities CA, WA, OR, AK, MT, ID, AZ, NM, NV, HI. Key responsibilities include manage distributor’s case sales and goals, pricing, programming, tracking incentives in all channels. 2 direct reports.

Implement the sales and marketing strategic plan in AZ, CA and HI, all within Young’s Market Co. Key responsibilities includes managing case sales and goals, pricing, programming, incentives in AZ, CA and HI. One direct report.Region of the YearGrew year-over-year sales 33% to 74,000 casesAchieved $1.5M - $2M plus in annualized revenue during entire tenureAnnualized Accounts Sold growth of 35% (up to 5,000cs)12% growth in NorCal Broad Market and 18% in SouCal Broad Market, exceeding expectationsBuild excellent relationships with all levels within the distributor’s branches, front line to senior management

Promoted to lead sales initiatives in National On and Off Premise accounts. Key responsibilities include managing national pricing, Nielsen data, and communication with distributor’s National Accounts teams. Developed relationships with key NA such as CRO, Brinker, HOB, Hyatt, Marriott, ICH, Kona Grill, PF Chang’s, McCormick’s, Morton’s, Pebble Beach, as well with the marketing companies Patrick Henry, Market Team and IMI. Key Off-Sale accounts: Safeway, World Market, Bevmo, TJ’s, Raley’s.Placed 3 optional selections in the 2009 beverage program at MarriotBTG & WL placements in Morton’s, CRO’s Steakhouse, Carrabba’s, Rock Bottom, House of BluesBTG at Regional Accounts JdV, Pebble Beach Resorts, Highlands Inn (Hyatt), Kimpton GroupSold Bevmo stack programs in February, June and August Pioneered new product authorization in Safeway’s Dominick’s, Randall’s,& Northern CAInitiated Cost Plus National Programs (February and April 2009) with more than 2,500cs

Execute strategic plan for all sales and marketing activities & events in Northern California, WA, OR, AK, MT, ID, WY and UT. Key responsibilities include manage distributor’s case sales and goals, pricing structures, programming, tracking incentives, and overall channel. Built strong relationships with sommeliers in Northern California Grew overall sales year-over-year by 34% Cost Plus (National) and Beverages and More programs accounting with 9,500cs in ‘08Developed wine.com account with total sales of more than 4,800cs2 Core SKU in QFC’s with growth of 21%Increased on-sale accounts by 100 account sold & increased off-sale by 60% or 5,000csMajor contact with sommeliers in Northern California attaining several BTG and wine list

Promoted to all western region sales initiatives which represented 40% of the company’s international portfolio, and a 60% share of the domestic brand. Accountable for goal tracking, pricing structures and gross profit. Tracked & managed sales, sales support in both channels, and market development activities encompassing a 5-person field sales team. Also responsible for all CA and National Chain Accounts call.Led CA in making goals in all 9 brandsAchieved National distribution at Safeway on 2 products, plus additional regional placementsSuccessfully introduced 5 new private labels at Beverages & More, with more than 6,000 cases depleted in 2006.Achieved monthly National programs in Cost Plus with 5 core SKU’sSpearheaded the introduction of futures offer of a 2nd growth Bordeaux and guided the successful launch as an exclusive agent.BTG and private label for Restaurants Unlimited Group

Promoted to manage distributor network monitoring and analyzing sales goals and depletions of Northern California, CO and UT. Increased sales consecutively by a total of 35% or over 25,000 cases. Built and maintained key trade relationships through education and comprehensive market presence, while growing regional revenue and case sales. Managed 2 area field managers in Northern California. 2001 Manager of the YearSuccessfully managed a distributor change for the Australian lineIntegrated 2 new brand acquisitions into the distributor network with opening orders exceeding company’s expectations by 30%

Direct account responsibility for on & off-premise accounts in North Bay, East Bay and Sacramento Valley. Managed Southern and American Wine & Spirits teams within the territory. Utilized expertise to build both market share and shelf position. Responsible for promotional dollars and depletions. Initiated chain call at Raleys, Albertsons and Savemart gaining 8 new SKU’sManaged the merchandising teams and organized and conducted surveys during peak months Achieved key placements in Aspen, Vail, Denver, Seattle and Portland

Responsible for all marketing aspects of two Spanish brands, sparkling and still wines, with sales totaling 150,000 cases and 2M in annualized revenue during entire tenure.. Responsibilities included all aspects of product launches, production of POS, advertising, budget building and tracking. Frequent market visits throughout the country to understand and develop regional programs to increase brand awareness. Evaluated competitors and helped introduced a new Spanish wine that reached 100,000 cases in 3 years.Analyzed Nielsen/IRI data and created sales tools for salesConsistently achieved budget allocation targets

Bachelor'S Degree, Public Relations, Advertising, And Applied Communication

Cambridge Level, English