Expert Details

Expert in Sales and Marketing

Expert ID: 736588 New York, USA

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Expert is an accomplished, driven, and innovative Sales & Marketing Executive with demonstrated success leading trans-formative, turnaround, and sustainable growth strategies in the premium adult beverage industry. Adept in new product introductions, developing national commercial strategies and local market execution by optimizing the touch points along the customer and gatekeeper journeys.

Expert may consult nationally and internationally, and is also local to the following cities: New York, NY - Boston, MA - Manhattan, NY

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Education

Year Degree Subject Institution
Year: Degree: MBA Subject: Finance Institution: Long Island University - CW Post Campus
Year: Degree: BS Subject: Business Administration & Marketing Institution: Fordham University

Work History

Years Employer Title Department Responsibilities
Years: 2018 to Present Employer: Undisclosed Title: Independent Management Consultant Department: Responsibilities: Provided business insights for startup adult beverage companies. Areas included:
• Distribution footprint, commercialization strategy, brand activation, brand strategies, supply chain, and social responsibility.
Years: 2017 to 2019 Employer: Britvic North America Title: Business Development Director Department: Responsibilities: Led the National Sales / Business Development efforts for the launch of The London Essence Company line of premium mixers into the US market.
• Developed the national distribution strategy and initiated personal outreach with more than 125 national, regional, and local beverage alcohol distributors. This led to distribution agreements in 13 key markets with leading companies.
• Recruited 2 Brand Ambassadors and 4 Market Managers supporting our distributor and trade partners.
• Drove transformational change of initial business model from an exporter selling to a 3rd party importer to a direct model, significantly improving brand oversight and economics of the new venture.
• Collaborated with cross functional partners in optimizing the product range (formulation), improving the supply chain / order-to-cash process (US warehouse and commercial terms).
Years: 2016 to 2017 Employer: Bayadera Group Title: National Sales & Marketing Director Department: Responsibilities: Developed and executed new product launches, brand positioning, price structures, range strategy, and market launch initiatives (both national and local market levels) for wine/spirits portfolio including developing and defining Brand Manifesto, inclusive of functional and emotional benefits, consumer target, competitive set, and brand essence.
• New products launch for Deep Blue and Vozduh Air Russian Vodka’s.
• Re-positioned the wine portfolio to focus on core varietals (Koblevo Kagor & Muscat fortified wines) and the companies leading Ukrainian Vodkas (Kozak and XDar) driving growth and new distribution.
• Opened new markets via personal outreach with leading National and Regional distributors and brokers.
o In partnership with our brokers presented new products to the boards at the North Carolina ABC and LCBO in Canada.
• Collaborated in the creative process with the Marketing shared service team in Moscow developing materials for:
o WSWA – exhibition display, distributor direct mail campaign, and brand video.
o POS – website, case cards, banners, shelf talkers, rebates.
Years: 2012 to 2015 Employer: Global Spirits USA Title: National Sales & Marketing Director Department: Responsibilities: Provided business insights for leading companies including strategic diagnosis and brand assessment relative to a brand positioning within category, SWOT analysis, system wide financial modeling (COGS to shelf price), and commercial/marketing strategy assessment and recommendations (national and local).
Years: 2012 to 2012 Employer: Self Employed Title: Independent Management Consultant Department: Responsibilities: Provided business insights for leading companies including strategic diagnosis and brand assessment relative to a brand positioning within category, SWOT analysis, system wide financial modeling (COGS to shelf price), and commercial/marketing strategy assessment and recommendations (national and local).
Years: 2008 to 2011 Employer: Pernod Ricard USA Title: Vice President Inventory Management Department: Responsibilities: Created, implemented, and led cross-functional teams in the Operational Excellence initiative, driving improvements in commercial operations, NPD processes, and supply chain management. Initiative influenced corporate culture by instilling a “Supply Chain” consciousness throughout the organization.
Years: 2005 to 2008 Employer: Pernod Ricard USA - Malibu Kahlua International Title: Vice President Operations & Business Support Department: Responsibilities: Managed global Supply Chain and order-to-cash process for the Malibu, Kahlua and Tia Maria portfolio via a network of 12 co-packers in 11 countries. Commercialized over 10 new products and global packaging changes.
Years: 2004 to 2005 Employer: Pernod Ricard USA Title: Vice President, Seagram's Malt Based Beverages Department: Responsibilities: Led cross-functional process improvements on brand strategy, commercial execution, new product launches and cost savings initiatives. Turned around brand performance from -6% to +4% in 12 months, increasing divisional profitability by over 40% in concert with 3rd party US distribution partner.
Years: 1999 to 2004 Employer: Pernod Ricard USA Title: Vice President - International Department: Responsibilities: Increased international market share and brand P&L for Wild Turkey Bourbon and Seagram’s Gin via the local implementation of the global brand strategy. Core markets included Japan, Australia, and Duty Free.

Additional Experience

Training / Seminars
Professional Development:
Leadership Academy – Babson College
Persuasion and Influencing Without Authority – Columbia Business School, Executive Education

Fields of Expertise

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