Consulting Director at Distro Partners (2024-07 – Present)
- Provide strategic consulting services to emerging and established beverage brands, focusing on route-to-market strategies, sales optimization, and distributor partnerships across the Western U.S.
- Advise clients on market entry, distribution expansion, and retail execution in the Non-Alcoholic, Spirits, and Craft Beer categories.
- Develop customized go-to-market strategies for regional and national chain accounts, aligning sales objectives with client brand positioning and market potential.
- Support sales teams and brand owners in navigating distribution networks, regulatory compliance, pricing structures, and promotional programming.
- Lead training and development sessions for client sales teams, focusing on retail engagement, presentation skills, account targeting, and KPI tracking.
- Oversee data analysis, sales performance metrics, and industry trends to deliver actionable insights and optimize client growth strategies.
- Facilitate introductions and negotiations between clients and key retail and distributor partners, fostering long-term, mutually beneficial relationships.
- Collaborate cross-functionally with marketing, operations, and supply chain stakeholders to ensure consistent brand representation and execution across all markets.
Regional Manager at The Brews Hall/Buzzrock (2023-02 – 2024-06)
- Managed and trained the Anheuser-Busch (AB) field sales team in Southern California, supporting multiple client portfolios.
- Led execution of product marketing initiatives, including sales promotions and advertising campaigns, while overseeing AB-One distribution targets for core brands.
- Consistently opened new business each month, securing placements in an average of 8 on-premise and 20 off-premise independent accounts across the region.
- Directed and scheduled brand sampling teams for in-store demos at key retailers, including Total Wine and Bristol Farms.
- Organized sponsorships and brand activations at high-traffic independent venues, including sports bars, restaurants, and signature South Bay events.
- Successfully secured chain distribution in major grocery accounts such as Vons, Pavilions, and Albertsons.
Sales Director at Distro Partners (2016-11 – 2023-01)
- Spearhead distribution strategy and execution for Non-Alcoholic, Spirits, and Craft Beer brands across the Western U.S. market.
- Lead national and regional chain sales initiatives, securing placements with major retail accounts and optimizing channel performance.
- Develop and implement strategic sales plans tailored to chain retailers, on-premise groups, and independent accounts to drive market penetration and volume growth.
- Recruit, train, and manage a dynamic field sales team, focusing on executional excellence, brand education, and data-driven performance.
- Establish and strengthen partnerships with key distributor and supplier stakeholders to ensure alignment on pricing, programming, and product flow.
- Oversee sales forecasting, pricing strategy, and budget management to meet or exceed revenue targets.
- Analyze market trends, category performance, and sales data to refine go-to-market strategies and uncover new growth opportunities.
- Coordinate cross-functional collaboration between sales, marketing, operations, and supply chain teams to ensure seamless retail execution.
- Implement scalable training programs and tools to elevate team capability across retail activation, KPI accountability, and customer relationship management.
- Drive long-term customer value through strategic business reviews, customized programming, and ongoing retailer engagement.
- Responsible for sales, office operations, and generation of technical quotations and the required documentation associated with the process.
- Maintaining daily operations including overseeing purchase orders, phone and foot traffic, expenses and schedules.
- Effectively managing a profit/loss balance sheet to ensure meeting revenue and profitability targets.
- Direct and coordinate activities of businesses or departments concerned with the production, pricing, sales, or distribution of products.
- Review financial statements, sales and activity reports, and other performance data to measure productivity and goal achievement and to determine areas needing cost reduction and program improvement.
SoCal Sales Manager at Bar Beverages LA (2016-03 – 2016-10)
- Directed sales operations across Southern California, managing a diverse beverage portfolio for hospitality, retail, and distribution clients.
- Spearheaded revenue growth initiatives, increasing monthly sales to over $50,000—an 80%+ improvement over previous benchmarks.
- Led and developed a cross-functional team of sales representatives, technicians, and route drivers to stabilize key brand portfolios including Oharvest and Roaring Lion.
- Built and nurtured strategic partnerships with key decision-makers, maximizing retention and expansion opportunities within existing accounts.
- Designed and executed regional sales strategies aligned with market trends and performance data, enhancing brand visibility and market penetration.
- Forecasted and developed annual sales quotas by territory and product line, aligning projections with corporate revenue goals and margin targets.
- Negotiated pricing structures, contracts, and promotional deals with clients to optimize profitability and competitiveness.
- Collaborated with marketing and operations teams to support product launches, promotional campaigns, and customer training programs.
Select Market Manager/Special Event Coordinator at Paulaner HP USA (2014-12 – 2015-06)
- Managed brand presence and sales strategy for Paulaner across key Los Angeles markets, ensuring consistent execution of marketing initiatives and distributor engagement.
- Coordinated and executed high-impact special events, festivals, and on-premise activations to drive brand awareness and consumer engagement.
- Built strong relationships with local accounts, including bars, restaurants, and event venues, increasing product placement and visibility.
- Collaborated with national and regional teams to align local market efforts with overall brand goals and promotional strategies.
- Oversaw event logistics, staffing, budget management, and compliance to ensure seamless execution and ROI-driven outcomes.
- Conducted regular market visits and training sessions to educate on-premise staff and distributors on brand standards, product knowledge, and sales techniques.
- Analyzed sales performance and market trends to provide strategic feedback and recommendations to senior leadership.
- Supported promotional campaigns through local influencer outreach, sampling initiatives, and partnership development.
Southwest Regional Manager at Paulaner HP USA (2013-11 – 2014-12)
- Oversaw distributor programming, pricing strategy, and sales incentives across the Southwest region to drive brand growth and market share.
- Successfully managed the transition of the brand portfolio from Stone and Wine Warehouse to Harbor/Reyes, ensuring continuity, minimal disruption, and increased regional support.
- Maintained strong relationships with key distributors including Reyes/Harbor, Wine Warehouse, Stone, Alliance, and Crescent Crown to maximize visibility and execution of a six-brand international beer portfolio.
- Developed regional strategies involving pricing, point-of-sale (POS) investments, local incentive programs, and special events to align with national goals and drive consumer engagement.
- Executed successful brand activation at major events such as the California Strawberry Festival, achieving a complete sell-through of onsite inventory.
- Collaborated with distributors to fill SKU voids, forecast inventory needs, and optimize product placement and promotional support.
- Led post-transition brand stabilization and growth strategy efforts in key Southwest markets, focusing on sustainable sales and increased penetration.
- Acted with strategic autonomy to adapt brand initiatives to regional dynamics, leveraging data insights and market trends to inform decision-making.
National Sales Executive at MedInformatix Inc. (2010-06 – 2013-08)
- Led national sales initiatives targeting large outpatient radiology, ophthalmology, and medical billing practices, providing tailored software solutions to optimize workflow efficiency and communication.
- Collaborated with enterprise-level healthcare providers and hospital systems to develop and implement HL7 interface integration plans, including HL7 engines and flat file processing, to ensure seamless connectivity with hospital EHRs.
- Managed the full sales lifecycle—from prospecting and requirement gathering to implementation oversight—ensuring successful onboarding and long-term client satisfaction.
- Drove significant revenue growth, increasing annual sales from $200K in 2010 to $900K in 2012 through strategic pipeline management and improved sales methodologies.
- Partnered with product and technical teams to align client needs with system capabilities, resulting in more customized solutions and stronger client retention.
- Consistently exceeded sales targets by leveraging industry knowledge, consultative selling techniques, and a solutions-driven approach.
Contractor at Freelance SMM and Sales Consulting (2008 – 2010)
- Secured sponsorship sales for various high-profile events, including the Aloha Bowl in Hawaii, aligned with promotional initiatives for then-presidential candidate Barack Obama's home state.
- Advised small businesses on entry-level social media marketing (SMM) strategies, including follower growth, automation of engagement (follow requests and replies), and user-generated content campaigns.
- Delivered actionable and scalable digital marketing solutions tailored to startups and entrepreneurs with limited budgets and digital experience.
- Conducted comprehensive budget checks, ensuring accuracy of requisitions, purchase orders, and payment vouchers for consulting clients.
- Ensured full compliance with UNDP (United Nations Development Programme) project policies and regulations during project approval, execution, and closure phases.
- Provided strategic insights on operations and financial documentation processes, aligning projects with international standards and reporting requirements.
Account Executive at Two Roads Professional Resources (2007 – 2008)
- Created targeted marketing collateral for industry tradeshows focused on application development, rich internet applications (RIA), web services, and gaming technologies.
- Performed technical evaluations of candidate resumes to ensure alignment with client requirements, particularly in software development and gaming disciplines.
- Expanded the company's market reach by identifying and engaging with gaming studios to place specialized talent, including programmers and level designers.
- Acted as a liaison between technical talent and hiring managers, effectively matching skillsets with project demands in high-growth tech sectors.
- Supported the recruitment lifecycle by advising clients on talent acquisition strategies, while maintaining a focus on technical quality and culture fit.
Key Accounts Manager at Parasoft Corporation (2001 – 2006)
- Led the formation and coordination of the National Accounts Team, driving strategic growth and account management across key industries.
- Achieved a significant increase in sales quotas, growing from $250K to $1.5M, with 2006 sales reaching $2M.
- Successfully closed and managed high-profile accounts including IBM, Siemens, AstraZeneca, Intuit, GM, and ESRI, driving long-term relationships and revenue.
- Negotiated contracts with new accounts and oversaw contract renewals for both education outlets and third-party vendors.
- Provided on-the-ground support for local account representatives, including joint sales calls, training, and implementation of sales programs and capabilities.
Film Market Coordinator at All Nations Freight Forwarding (1999 – 2001)
- Coordinated international customs clearance and logistics for major studios participating in top global film and TV markets such as Cannes, MIFED, and MIPTV.
- Oversaw the timely clearance and delivery of 35mm films for showings, ensuring smooth operations and adherence to international regulations.
- Played a key leadership role in team-building initiatives and community improvement activities, fostering a collaborative work environment.
- Designed and developed user interfaces for Micro Mash's computer-based training products, enhancing the product's accessibility and user experience.
