• Oversee all sales & marketing functions within the organizations• Craft comprehensive strategic plans to increase market share and drive revenue growth• Spearhead the development of new brands• Foster strong relationships with key clients, retailers, wholesalers and distributors

• Introduced and implemented an innovative digital sales strategy for growth with existing partners and business development with new customers throughout the West Region• Achieved the territory’s volume goal in 2019, while 30% under budget, by analyzing cost-efficiencies, sales volume lifts, and ROIs of promotional strategies implemented• Led a strategic realignment in Northern California to shift all manufacturing to one single licensee

• Oversaw three licensees in Northern California, and five Safeway/Lucerne licensees in the West• Served as the National Key Account Manager for Safeway (pre-merger), and as the primary point of contact working with local buyers in the West Region (post-merger with Albertsons)• Used Nielsen and Spectra reports to provide solutions that would grow the entire category for buyers• Designed promotional programs for major distributors and retail chains to drive sales and distribution

• Oversaw one of the largest independent domestic licensees in the US, Unified Grocers• Developed, sold-in and executed retail programs for major Hispanic chains in Southern California• Managed promotional budgets for individual retailers and the territory as a whole• Worked with licensee's upper management to develop annual plans, volume forecasts, and kept sales force engaged through enticing incentive programs

• Managed a team of five Key Account Representatives, and responsible for delivering growth in targeted accounts which represented an annual volume of over 3 million cases• Worked in partnership with distributor upper management for planning and budgeting• Served as liaison between corporate brand teams and local execution efforts• Led all local Hispanic media efforts including value-added merchandising and special events• Negotiated all Hispanic local sponsorships, thereby maximizing ROI, sampling, and brand exposure • Worked with alliances (SD Chargers and Padres) in developing Hispanic initiatives that provides optimal brand visibility at stadium while creating tools to drive sales at retail• Customized corporate and local marketing programs to sell in ads/features with major Hispanic chain buyers in San Diego and Las Vegas• Presented trimester marketing and sales programs to distributor sales force to ensure full alignment, generate excitement, and communicate execution plans

• Oversaw the operations of five beer distributors in Northern Nevada and Northern California• Customized incentives and delivered winning presentations for distributor salesmen & management• Negotiated sponsorship proposals for special events and ensured maximum brand exposure• Bought local media and negotiated creative value-added programming that would drive sales at retail• Managed the on-premise promotional agency with a $275,000 budget, helped them develop and sell in creative retail programs, dominated in POS over competition, and gained new distribution • Ranked with the #1 distributor out of 36 within the Pacific Market Area in 2007 (Western Region) with Miller Lite volume (+10.7%), High Life volume (+24.6%), and Total Miller volume (+9.1%), and consequently they received the company’s highest recognition, the High Life Achievement Award, for two consecutive years in 2007 and 2008.

• Served as a liaison between the sales and marketing departments to align efforts• Customized and presented marketing programs to assist Chain Account Managers• Organized, coordinated and executed special events, radio remotes, and media-sponsored promotions• Created strategic plan and led promotional agency to revamp the Hispanic brand ambassador program that included: recruiting, training and managing; and developing new reporting forms and specific procedures• Developed innovative incentive programs for Southern California sales representatives

• Learned the fundamentals of the industry by directly impacting distributors, retailers, and consumers• Won many incentives including: Displays Matter summer incentive program; Lakers creative display incentive program; High Life incentive for distribution, cooler resets, POS, and displays• Was racked-and-stacked as the number one out of twenty-four Retail Sales Representative in Los Angeles in 2005 +26.5% in Total Volume • Developed “best practices” including: o the first “Retail Portfolio” that captured before-and-after pictures of accountso the first “Retailer Presentation” with volume reports and compelling sales pitcheso the first “Pachanga Miller” promotions with DJs, BBQs, and Miller Girls for 3-day weekends.