Intellex Acquires Expert by Big Village

We're thrilled to announce that Intellex has acquired Expert by Big Village, effective March 22, 2024. This strategic move enhances our capabilities and strengthens our commitment to delivering exceptional solutions to our customers.

Stay tuned for more updates on how this acquisition will benefit our clients and experts.

For inquiries or more information, please contact us at


Expert Details

Global Beverage & Alcohol Industry

ID: 736588 New York, USA

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Expert has over 35 years of senior and executive level cross functional experience in the global beverage alcohol industry working with small and large companies throughout Europe and the US. He is highly driven and has a detail oriented, highly analytical, transparent, and continuous improvement mindset.

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:

- 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).

- 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.


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:
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.
Years Employer Title Department
Years: 2021 to 2022 Employer: Alexandrion Group Title: Sales Director - North America Department: International
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.
Years Employer Title Department
Years: 2019 to 2021 Employer: Self-Employed Title: Independent Management Consultant Department:
Provided business insights for startup adult-beverage companies.
Areas included:
- Distribution footprint, commercialization strategy, brand activation, and social responsibility
Years Employer Title Department
Years: 2017 to 2019 Employer: Britvic North America Title: Business Development Director - USA Department: International
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).
Years Employer Title Department
Years: 2016 to 2017 Employer: Bayadera Group Title: US National Sales and Marketing Director Department: International
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.
Years Employer Title Department
Years: 2012 to 2015 Employer: Global Spirits USA Title: US National Sales and Marketing Director Department: International
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.
Years Employer Title Department
Years: 2012 to 2012 Employer: Self-Employed Title: Independent Management Consultant Department:
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 Employer Title Department
Years: 2008 to 2011 Employer: Pernod Ricard USA Title: Vice President Inventory Management Department: Operations
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 Employer Title Department
Years: 2005 to 2008 Employer: Pernod Ricard USA - Malibu Kahlua International Title: Vice President Operations and Business Support Department: Operations
- 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.
Years Employer Title Department
Years: 2004 to 2005 Employer: Pernod Ricard USA Title: Vice President, Seagram's Malt Based Beverages Department: Executive
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 Employer Title Department
Years: 1999 to 2004 Employer: Pernod Ricard USA Title: Vice President - International Department: International
- 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
Years Employer Title Department
Years: 1988 to 1989 Employer: Austin Nichols Inc (now Pernod Ricard USA) Title: Regional Director - USA Department: Marketing
Trade Marketing support of JV sales distribution partner.
Years Employer Title Department
Years: 1995 to 1998 Employer: Austin Nichols Inc (now Pernod Ricard USA) Title: Regional Manager - Asia & Australia Department: International
Drove double digit annual growth in Japan and Australia.
Years Employer Title Department
Years: 1989 to 1994 Employer: Austin Nichols Inc (now Pernod Ricard USA) Title: Director of Business Development Department: Marketing
Trade Marketing support of JV sales distribution partner.
Years Employer Title Department
Years: 1984 to 1989 Employer: Jim Beam Brands Co (now Suntory USA) Title: Area Sales Manager Department: Sales
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

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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