Ernesto Paredes

Results-driven sales executive with extensive leadership experience in the Wine and Spirits industry. Proven ability to drive new business growth, reverse declining sales trends, and strengthen customer retention. Skilled in market analysis, competitive positioning brand portfolio strategy, and promotional execution.

Recognized for proactively identifying category challenges and implementing innovative solutions that expand market share, enhance profitability, and deliver mutually beneficial results for stakeholders.

Account Executive, NASA - REPUBLIC NATIONAL DISTRIBUTING CO. (RNDC) - Remote

(2023-01)

• Total Wine & More (TWM) Florida (43 stores)
• Lead Top-to Top meetings
• Coordinate Barrel programs with TWM's Market Management (MMT)
• Accelerated retail visibility by developing and selling "WOW" display programs, successfully capturing 245 displays in 2025 up from 192 in 2024.
• Develop Quantity Buys via the use of analytics.
• Optimized pricing structures to deliver a +1.5% increase in 2025 spirits comp case sales.
• Manage fill rates: 2023 57%, 2024 62% 2025 70% 2026 93%
• Presented fact-based category reviews to secure new item placements, capturing 75 new PODs in 2024 and 109 new PODs in 2025.
• Process and communicate TWM orders.

Senior Account Executive, NASA - REPUBLIC NATIONAL DISTRIBUTING CO. (RNDC) - Remote

(2020-01 - 2023-01)

Onboarded to lead RNDC's East Region's sales and communication with TWM's senior leadership.

• TWM EAST: FL, GA, LA, IL, IN, MD, SC, MI, NY, and VA
• Enhance RNDC's communication with TWM's SVPs and Market Management.
• Coordinate and prepare Top-to-Top meetings.
• Manage supplier KPIs through RNDC's Account Executives.
• Conduct virtual supplier Q & A meetings.
• Coordinate and facilitate the opening of new markets: IL, IN, LA, MI, and NY.
• Serve as the TWM expert.
• Created regional programs. 1st Botanist, Fernet Branca, Four Roses, Lalo WOW displays in the country.
• Utilize TWM's supplier authorization report to present to MMT

Director, Multicultural - BREAKTHRU BEVERAGE GROUP (BBG) - Miramar, Fla.

(2016-01 - 2019-01)

Promoted to lead and support sales innovation strategy for spirits brands across multicultural accounts throughout Florida. Created and managed multiple sales/marketing initiatives and introduced new programs to Top 100 African American and Hispanic accounts resulting in growth of the following:

• Jack Daniels family of brands +30%, El Jimador Tequila +60%, Woodford Reserve +40%, Tequila Rose +30%

Business Manager - BREAKTHRU BEVERAGE GROUP (BBG) - Miramar, Fla.

(2011-01 - 2016-01)

Managed Bacardi Portfolio of 27 brands for the State of Florida.

• Developed and executed marketing strategies and plans; coached and mentored a team of 20 Sales Managers.
• Analyze Bacardi's portfolio performance against key competitors' growth measures, identified areas of improvement, and established timely corrective measures that steadily expanded market share.
• Bacardi Portfolio for the State of Florida: 1.45M 9-liter cases, consistently meeting and exceeded sales goals with $10.5M budget.
• Oversaw day-to-day business operations for all channels of trade (appx. 20 sales managers)
• Created and managed programs for Chain, On, and Off Premise channels of trade.
• Managed inventory at 2 warehouses in line with company standards, upholding a 98.7% fill rate.
• Primary point of contact between Bacardi USA and BBG, including in / outbound communications, marketing strategies, and revenue forecasts, while maintaining BBG's gross profit guidelines.

Sales Manager - Retail Package Spirits - BREAKTHRU BEVERAGE GROUP (BBG) - Miramar, Fla.

(2009-01 - 2011-01)

Managed Spirits Division, which encompassed Bacardi – Brown Forman, E&J Gallo, Proximo, McCormick, William Grant's, and 20 other smaller suppliers.

• Created, managed, and executed suppliers' budgets, gross profits, goals, and business relationships.
• Hired, coached, trained, and supervised a team of 8 Sales Managers and 20 Sales Consultants.
• Exceeded forecasted revenue for Bacardi – Brown Forman, E&J Gallo, Proximo, McCormick, and William Grants by increasing business by 10 % year over year.

Director of Clubs, Sr. Division Manager – Retail Package Spirits - BREAKTHRU BEVERAGE GROUP (BBG) - Miramar, FL.

(2003-01 - 2009-01)

Selected by senior management to assume the newly created position of Director of Clubs, based on brands' knowledge, familiarity with multicultural customer base buying preferences, and marketing strategies success.

• Entrusted to evaluate and turn around the worst-selling Package Division in a company. Identified areas of improvement, evaluated solutions, and implemented corrective measures including:
• Sales team training, coaching, and accountability.
• Converted processes, from paper to iPad, which maximized sales staff efficiency, record keeping, data, and reports accuracy.
• Led Package Division to #1 performing Division within 1 year, sustained top performer status year over year.
• Success of this project led the team to participate in similar pilot programs initiated by Bain Consulting Group in NY.
• Managed 3 Account Managers supporting major retailers like BJ's Costco, Sam's, and Wal-Mart.
• Consistently met or exceeded suppliers and corporate goals.
• BJ's Awarded Premier Beverage #1 vendor in the country, 2004.
• Costco elevated Premier Beverage as a preferred partner, in 2004.
• Sam's awarded Premier Beverage High Five Award / Vendor of the Year, 2004
• Created and administered Retail Package Division budgets and distributors' relations; met or exceeded Wine & Spirits suppliers' expectations and gross profit year after year.

Director of Chains - BREAKTHRU BEVERAGE GROUP (BBG) - FL.

(2000-01 - 2003-01)

• Created and oversaw a chain team to call on BJ's, Costco, Publix, Sam's, Total Wine, Walmart, and Winn Dixie.