Victor Castro Email & Phone Number

Miami, Fl, Us

Miami, Fl, United States

Miami/Fort Lauderdale Area

Responsible for managing sales of Cerveza Polar in entire state of Florida.Grew business 28% during 8 months.Successfully negotiated distributorship agreements with Distributors in the state and worked with Distributor Personnel to ensure proper retail execution and compliance with Polar’s retail standards.Assisted in establishing pricing and margins for all Polar wholesalers in the State of Florida.Conducted monthly and quarterly business reviews with Distributor Sales Force to educate them on upcoming programs and recap past and current programs.Responsible for Inventory Management and product orders.Organized Sampling Events at venues and accounts to help increase product awareness.Worked with distributor General Sales Managers to arrange monthly and quarterly incentives and market plans to gain volume and distribution.Responsible for ordering Marketing Point of Sale material for retail trade usage.Managed budget of over $160,000 annually.

* Responsible for managing Gold Coast Beverage entire sales operation for Mike’s Hard Lemonade which is over 165,000 cases annually. * Business grew over 8% in Year 1 with Mike’s Hard Lemonade* Business up 2% in Year 2 with Mike’s Hard Lemonade * Work in the trade with Distributor Personnel to ensure proper retail execution and Mike’s retail standards.* Successfully launched Mike’s Harder 8oz Cans in Gold Coast with over 20,000cs sold in the first year.* Conduct monthly, quarterly and yearly sales meetings with Distributor Sales Force to educate them on upcoming programs and recap past and current programs.* Responsible for Inventory Management and product orders for the Distributor.* Analyze reports using ClikView and Encompass to identify Top Accounts, Distribution Gaps, Sales Numbers and Top Selling Packages.* Set up Sampling Events at different events and accounts to help increase product awareness for Mike’s.* Worked with Distributor General Sales Managers to plan quarterly incentives and market plans to gain volume and distribution.* Responsible for ordering Marketing Point of Sale material for retail trade usage.* Stayed within my working of budget of over $150,000 annually.

* Responsible for managing all Channels of Trade for Diageo-Guinness USA from Miami to Key West, covering over 5,000 accounts and representing close to 400,000 cases.* Grew business of Diageo-Guinness over 1% during first year.* Successfully launched Parrot Bay and Smirnoff Pouch by closing out distribution in first month of launch.* Worked with Distributor Personnel to educate accounts and consumers on brand, enhance sales opportunities and survey trade to ensure proper execution of Diageo Programs.* Arranged Ad Features in Independent Chain Accounts during key selling holidays, including Stop N Shop, Tropical Supermarket, Bravo Supermarket, Price Choice Supermarket and Presidente Supermarket* Conducted Quarterly Business Reviews with Top Distributor Personnel to evaluate successes and identify opportunities to help close out voids.* Analyzed reports using DGUSA Direct to identify Top Accounts, Distribution Gaps, Sales Numbers and Top Selling Packages.* Coordinated monthly meetings with Distributor Sales Teams to review upcoming programs, incentives, and sales numbers.* Responsible for setting up and executing St. Patrick’s Day Events for all of South Florida for all three Channels of Trade, including events at Fado Irish Pub, John Martin’s, Finnegan’s Wake, Waxy’s South Beach, Playwright, Clarke’s, Finnegan’s Road, Finnegan’s Way and The Lucky Clover

* Responsible for fourteen direct reports covering over 45 Chain Accounts and 15 Suppliers in Kendall, West Kendall and Doral.* Responsible for New Product Placements, Display Support of Feature Execution, Gaining Incremental Shelf Space, working with Planograms and Incremental Displays.* Territory represented over 800,000 cases and over $18 Million in Net Sales.* Territory was up 1.2% as of mid-December 2011.* Conducted weekly, monthly and quarterly business reviews with my Direct Reports and my Territory Manager.* Analyzed reports using Insight and IRI Data to gather Customer Information pertaining to each individual route to meet or surpass expectations.* Performed Ride-Alongs with my Direct Reports and Suppliers weekly to view and check up on market execution.

* Named On-Premise Manager of the Year for 2009.* Responsible for four direct reports covering over 450 Accounts and 10 Suppliers in South Beach, North Miami Beach, Miami Lakes and Downtown.* Territory represents just under 700,000 cases and roughly $15 Million in Net Sales* Territory trending up 1% in a negatively affected channel due to current economic conditions.* Conduct weekly, monthly and quarterly business reviews with my Direct Reports and my Territory Manager.* Analyze reports using Insight to gather Customer Information pertaining to each individual route to meet or surpass expectations.* Perform Ride-Alongs with my Direct Reports and Suppliers weekly to view and check up on market execution.* Work with Promotional Company to set up and perform Events at Key Accounts.* Conducted close to 100 promotional events over the past year.* Responsible for set up and execution of Key Events in my Territory such as Winter Music Conference, Super Bowl, Pro Bowl, St. Patrick’s Day, Cinco de Mayo, Miami Beach Boat Show, Miami Beach Film Festival, Fashion Week and Spring Break.

* Responsible for over seeing Distributor Network and Personnel in the Hispanic and Chain Market.* Ensure that Distributor Sales Force execution is to Miller Brewing Co. standards.* Sell and Promote entire Miller Brewing Company Portfolio.* Core Products include Miller Lite, MGD, Miller High Life Franchise, Milwaukee Best Franchise, Pilsner Urquell, Peroni, and Fosters.* Quarterly Presentations to Distributor Personnel to track my territory and numbers vs. over-all area trends.* Analyze and interpret both quantitative and qualitative data and identify gaps.* Negotiated local level sponsorships targeting key entry level consumers.* Grew business over 6% in Fiscal Year 2006.* Grew business over 10% in Fiscal Year 2007* Led by double digit growth by the following key brands: Miller Lite, Miller High Life Franchise and Fosters.

* Grew sales route by 30% by increasing dollar sales from $665,000 to over $950,000.* Sold, maintained and kept current on one of the largest wine portfolios in the country with over 2,000 brands from around the world.* Portfolio also included beer, energy drinks, champagne, coffee and water.* Responsible for maintaining a trade call frequency in the Chain channel of 6 accounts comprised of Publix and Winn Dixie.* Duties included setting up Wine Tasting events to help ensure pull through at store level, promoting and selling different wines to the consumers, and setting up festivities surrounding the wine tasting such as the food and music.

* Responsible for visiting existing accounts, opening new accounts, taking an inventory, placing orders, growing the business, setting up sales promotions, and attending events.* Increased existing business over 35% in my first ten months.* Grew account base 8%.* Exceeded quarterly sales goals all three working quarters.* Second Quarter growth +25%.* Third Quarter growth +37%.* Fourth Quarter growth +63%.

Bachelor Of Science, Physical Education

Activities and Societies: Phi Sigma Kappa

Associates In Arts

Diploma, High School/Secondary Diplomas And Certificates

Activities and Societies: Campus Ministry, Key Club and Rowing