Expert Details
Global Beverage & Alcohol Industry
ID: 736588
New York, USA
The breadth and scope of expert’s experiences provides him with a high level of industry acumen and a holistic view of the beverage alcohol eco system. He is well connected and well respected in the drinks industry and offers a unique perspective and thought-provoking insights into any assignment or project.
He is available for any project (small or large) and / witness services.
Experts Areas of Expertise, Professional Experiences, Skill Sets, and Accomplishments:
Route-To-Market
- Established robust RTM distribution footprint for start-up companies via extensive outreach of existing network, trade show activation, and prospecting of new companies.
- Project work related to distribution strategy for beverage alcohol and adult non-alcohol brands (e.g., CBD).
Operations
- Responsible for managing 12 co-packers for Malibu. Kahlua, and Tia Maria.
- Established fully functional supply chain and order-to-cash process functional for Day 1 at Malibu-Kahlua International
- Led search and implementation of a co-packer for US launch of Leaf Vodka.
- Drove Commercial Excellence initiative at Pernod Ricard USA improving cash position by over $40MM by reducing inventory levels, increasing inventory turns, and operational efficiencies.
- Implemented Value Engineering initiatives unlocking over $5MM in cost reductions.
- Lead role in ISO 9001 certification process for Supply Chain at Pernod Ricard USA.
Brand Strategy
- Re-positioned the company’s wine portfolio to focus on core varietals driving distribution expansion and revenue growth.
- Repositioned company’s Vodka portfolio allowing for growth outside its core ethnic base and compete across mainstream market.
- Developed brand positioning for several new and existing brands across several wine and spirits categories.
Distributor Management
- Consistently increased brand volume, value, and category share by collaborating with distributor partners. Recognized as a trusted and customer centric supplier partner.
- Optimized pricing across the 3-tier beverage alcohol system, inclusive of sourcing location and utilization of CBMA credits.
- Implemented local market activation programs (both on and off premise).
- State presentations for new product listings (NC, PA, MI, OH, LCBO) and retail headquarters calls.
- Conducted distributor sales work-withs, General Sales meetings and business reviews.
Trade Marketing
- Managed over $4 million in local A&P funding developing specific market monthly planning.
- POS development, in-market activation, consumer and trade events, and agency management.
- Managed Brand Ambassadors so to amplify the brand voice and presence on social media.
New Product Development
- Developed brand strategy concepts across several categories in the Spirits industry inclusive of look and feel, brand positioning (functional benefits, emotional benefits, competitive set, target audience, reason to believe).
- Successfully developed and launched Wild Turkey Rare Breed, Wild Turkey Kentucky Spirit, Wile Turkey 17 YO (Japan), Wild Turkey Sherry Signature (DF) Bourbons. Successfully developed line extensions for Seagram’s Escape (Malt Based RTD).
- Commercialized packaging changes, label changes, and line extensions for MKI portfolio.
Special Projects
- Prepared Informational Memorandums for divesture of Seagram’s Vodka and Seagram’s Escapes.
- Led all phases of transition for the sales of Seagram’s Vodka (brand assets, market activation, supply chain) for effective Day 1 introduction by the acquiring company.
- Developed projected P&L and organization structure for new Brand Owning company (Malibu-Kahlua International).
P&L Responsibility
- Wild Turley Bourbon International (See-Through NS over $25M) and Seagram’s Escapes (CAAP over $5MM).
Team Management
- Decentralized management style allowing for an entrepreneurial culture within the team.
- Mentoring, personal development planning, and mutually agreed KPI’s.
- Recruited 12 positions for order-to-cash processes and co-packer management (including packaging and liquid specs) for Malibu-Kahlua International.
- Recruited 4 Business Development Managers and 2 Brand Ambassadors for London Essence Co. Achieved highest Great Place to Work score for the international division at Britvic.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1985 | Degree: MBA | Subject: Finance | Institution: Long Island University - CW Post Campus |
| Year: 1982 | Degree: BS | Subject: Business Administration & Marketing | Institution: Fordham University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2022 to Present | Employer: Undisclosed | Title: Independent Management Consultant | Department: |
Responsibilities:In his current role as Independent Management Consultant, Expert supports companies in achieving sustainable growth through strategic quantitative / qualitative analysis, route-to-market options, category / brand opportunities, and market solutions.Recent projects include: - Category assessment, distribution footprint and launch strategy. - Pricing strategy relative to current inflationary environment. |
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| Years | Employer | Title | Department |
| Years: 2021 to 2022 | Employer: Alexandrion Group | Title: Sales Director - North America | Department: International |
Responsibilities:Leadership role in establishing sustainable route-to-market distribution footprint in the US and Canada for Alexandrion Wine & Spirits portfolio.- Increased depletions by 147% and improved net revenue by 75%. - Managed 3rd party distribution network in New York and Florida utilizing an outsourced sales company achieving 185 points of distribution in 71 accounts in first 6 months. - Executed in-store sampling program with agency partners. - Oversaw day-to-day operations of the company's 3rd-party logistics, order-to-cash, and compliance provider. - In partnership with the company's local agent, achieved listings at the LCBO and SAQ in Canada. - Led procurement for bespoke materials (bar / POS) for global launch of Carpathian Single Malt Whisky. |
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| Years | Employer | Title | Department |
| Years: 2019 to 2021 | Employer: Self-Employed | Title: Independent Management Consultant | Department: |
Responsibilities:Provided business insights for startup adult-beverage companies.Areas included: - Distribution footprint, commercialization strategy, brand activation, and social responsibility |
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| Years | Employer | Title | Department |
| Years: 2017 to 2019 | Employer: Britvic North America | Title: Business Development Director - USA | Department: International |
Responsibilities:Led the National Sales / Business Development efforts for the launch of The London Essence Company line of premium mixers into the U.S. market. Among other achievements, Expert:- 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 the company's 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 (U.S. warehouse and commercial terms). |
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| Years | Employer | Title | Department |
| Years: 2016 to 2017 | Employer: Bayadera Group | Title: US National Sales and Marketing Director | Department: International |
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 and 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. - In partnership with 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: - WSWA – exhibition display, distributor direct mail campaign, and brand video. - POS – website, case cards, banners, shelf talkers, rebates. |
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| Years | Employer | Title | Department |
| Years: 2012 to 2015 | Employer: Global Spirits USA | Title: US National Sales and Marketing Director | Department: International |
Responsibilities:Drove the creation, strategy and development of Leaf Organic Vodka and corporate re-positioning. Transformed the organization from a small, ethnically centric importer to an emerging national supplier.Among other accomplishments: - Redefined the corporate identity by changing name from Megapolis USA to Global Spirits USA (US affiliate of parent company) and repositioning company as global leader within the vodka category and innovation. - Developed local market brand plans, price structures, and KPI's, resulting in a 400% increase in sales. - Successfully launched Leaf Vodka in the United States, from concept to commercialization, inclusive of all Sales, Marketing, Operations, and brand-related Legal activities. - In the brand's first 18 months, Leaf Vodka achieved distribution in 20 markets. - Secured and managed agency partners responsible for all Advertising, Promotion, Public Relations, Research, and Social Media activities. |
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| Years | Employer | Title | Department |
| 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). |
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| Years | Employer | Title | Department |
| Years: 2008 to 2011 | Employer: Pernod Ricard USA | Title: Vice President Inventory Management | Department: Operations |
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. |
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| Years | Employer | Title | Department |
| Years: 2005 to 2008 | Employer: Pernod Ricard USA - Malibu Kahlua International | Title: Vice President Operations and Business Support | Department: Operations |
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. - Member of the Executive Committee. |
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| Years | Employer | Title | Department |
| Years: 2004 to 2005 | Employer: Pernod Ricard USA | Title: Vice President, Seagram's Malt Based Beverages | Department: Executive |
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. |
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| Years | Employer | Title | Department |
| Years: 1999 to 2004 | Employer: Pernod Ricard USA | Title: Vice President - International | Department: International |
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.- Member of the Executive Committee - Alternate member of the DISCUS International Affairs Committee |
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| Years | Employer | Title | Department |
| Years: 1988 to 1989 | Employer: Austin Nichols Inc (now Pernod Ricard USA) | Title: Regional Director - USA | Department: Marketing |
Responsibilities:Trade Marketing support of JV sales distribution partner. |
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| Years | Employer | Title | Department |
| Years: 1995 to 1998 | Employer: Austin Nichols Inc (now Pernod Ricard USA) | Title: Regional Manager - Asia & Australia | Department: International |
Responsibilities:Drove double digit annual growth in Japan and Australia. |
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| Years | Employer | Title | Department |
| Years: 1989 to 1994 | Employer: Austin Nichols Inc (now Pernod Ricard USA) | Title: Director of Business Development | Department: Marketing |
Responsibilities:Trade Marketing support of JV sales distribution partner. |
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| Years | Employer | Title | Department |
| Years: 1984 to 1989 | Employer: Jim Beam Brands Co (now Suntory USA) | Title: Area Sales Manager | Department: Sales |
Responsibilities:Successive positions in domestic sales- Area Manager – New Jersey / Delaware: Responsible for over 300K cases via 5 distributors - Eastern Region Sales Administrator – Budget management, POS allocations. - Sales Rep – Delaware: Key account responsibilities - Sales Rep – Metro, New York: Key account responsibilities, focusing on Wine Factory chain |
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Additional Experience
| Training / Seminars |
|---|
| Professional Development: Leadership Academy – Babson College Persuasion and Influencing Without Authority – Columbia Business School, Executive Education |