About
As a CPG veteran with over 20 years of experience in the alcoholic beverage industry, I leverage my skills in category management, sales strategy, and account management to drive category growth. I collaborate with cross-functional teams, key customers, and industry partners to deliver insights that enhance market share, profitability, and customer loyalty. Experienced Sales and Marketing Professional with a proven track record of sales growth through building and cultivating relationships in the consumer products industry. Skilled in data story telling with syndicated data, create strategic plans and achieving targets. I am passionate about creating value for consumers, customers, and stakeholders. I am always eager to learn new things, embrace new challenges, and support my team.
Experience
Category Leadership Manager, Wine and Spirits, East National Accounts
Constellation Brands · Mechanicsburg, Pennsylvania, United States
Provides insights and analytical support to four different sales teams calling on eastern US based national accounts including but not limited to Total Wine & More, CVS, Ahold Delhaize USA, Wegmans, Harris Teeter, BJs Wholesale Club. Draws and validates optimal recommended planograms within JDA Space Planning software multiple times per year as needed and assist with assortment optimization process. Prepares recommended sets for Brand Marketing as needed for consumer engagement tests on NPDs. Provides input into development of category leadership strategies in partnership with Shopper & Guest Solutions and Channel Insights teams. Understands and communicates unique account dynamics to key stakeholders and recommended needed adjustments (tools, resources, approach, strategy, etc.). Strengthens existing retailer relationships as a trusted category partner by providing strategic thinking and expertise in category leadership. Responsible for measuring, scorecarding and communication of acc…
Category Leadership Manager, Total Beverage Alcohol, Circle K
Constellation Brands · Mechanicsburg, Pennsylvania, United States
Developed Constellation Brands(CBI) TBA business within Circle K Southeast and Midwest divisions by supporting the sales and analytical efforts through planogram generation and analysis, fact-based sales presentations, Circana reporting and selling solutions. Created compelling fact-based analysis on CBI’s portfolio, depletion reports, consumer data, base line distribution opportunities, and promotional opportunities. Provided support to CBI’s retailer sales teams by creating execution reports on CBI’s brand performance, competitive opportunities, and trends.
Category Manager/Nam Hybrid, Wine and Spirits, Ahold Usa
Constellation Brands · Mechanicsburg, Pennsylvania, United States
Established and nurtured relationships with key decision makers at Ahold USA, aligning customer strategies and capitalizing on underdeveloped business segments. Managed a $150K+ annual budget, collaborating with sales operations, trade marketing, and brand managers to create and execute comprehensive 360-degree marketing programs to drive positive ROI. Prepared and conducted annual business plans and top-to-top meetings, presenting new product developments and marketing strategies to attract pre-sold customers. Communicated and arranged for programs implementation by collecting pricing, distributor inventory levels and coordinating replenishment needs.
Chief of Product Selection/Category Management
PLCB
Directed and approved the category management team responsible for the performance of over $1.8 billion in annual sales revenues across 600+ PLCB stores statewide, experienced a 4.6% increase in overall sales of regular stock wine, spirits, and accessories in FY11/12. Developed and coordinated the Board’s comprehensive statewide marketing, merchandising and regular stock product programs designed to maximize product selection, enhance agency profitability, and ensure competitive pricing structures. Performed supervisory duties and conducted performance management of subordinate staff to include the establishment and measurement of expectations/standards, staff development, mentoring, recognition, effective use of staff resources, attendance management, and constructive action to address inadequate performance.
Spirits Category Manager
PLCB · Harrisburg, Pennsylvania Area
Accountable for performance of over $1 billion in annual spirit sales across 600+ PLCB stores statewide, experienced a 6.24% increase in overall spirit sales in FY08/09 and a 4.99% increase in FY07/08. Responsible for spirit product assortment, marketing activities, and other related category management duties. Negotiated with suppliers to include product assortment, product pricing, special promotions, and product distribution across the state.
Program Analyst
PLCB
Worked on policy and process improvements within the PLCB.
Education
Penn State University
Bachelor of Science (BS), Business, Management, Marketing, and Related Support Services
York College of Pennsylvania
Master of Business Administration (MBA), Business, Management, Marketing, and Related Support Services
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