Download PDF

Work experience

Mar 2008Present


Riddle's M.A.R.S.
  • Own and operate a mobile appearance reconditioning service operating in the Kansas City area.
  • Services include: Over 25 processes involving exterior repairs, interior repairs, creative accessories and accent trims, stain & odor removal, and comprehensive detailing.
  • Customer base includes (wholesale) auto/truck dealerships, R.V. dealerships, boat dealerships, auto auctions, bar/restaurants and (retail) individuals.
  • Responsible for every aspect of operations; sales calls, services, billing, collections, ordering, accounting, reporting, licensing, maintenance, etc.
  • Completed over 200 hours of technical and field training.
Apr 2002Mar 2007

State Manager MO/NE

United States Beverage, L.L.C.
  • Marketed beer and malt beverage products to Missouri and Nebraska distributors, including Major Brands, Inc., and Nebraska Wine and Spirits, Inc. 
  • Products included:  Grolsch, Goose Island, Spanish Peaks, Tennent's, Staropramen, Seagram's Coolers, Seagram's Smooth, Hooper's Hooch, and Tona.
  •  Established and maintained ongoing relationships with key distributor accounts throughout Missouri and Nebraska territory.
  • Increased sales throughout tenure

          o    Increased Grolsch sales 11% throughout tenure.

          o    2007:  Successful introduction of Tona, achieving two-month distribution goal within 30-days.

          o    2006:  Successful introduction of Spanish Peaks, attaining 100% of goal in KC and St. Louis.

          o    2005 Missouri:  Increased Seagram's Coolers by 6% despite nationwide downturn of 4%.  Grolsch 

                by 15%.  Seagram's Smooth by 1%.

          o    2005 Nebraska:  Increased Seagram's Coolers by 3%, Seagram's Smooth by 154%, Grolsch by 1%

          o    2004:  Accomplished all Grolsch Light Lager test market distribution goals in four-month test 

                marketing period

          o    2003:  Increased Goose Island by 3%.  Grolsch by 2%.  Introduced Seagram's Smooth in Missouri,

                selling 17,000 cases in eight-month period.

          o    2002:  Increased Goose Island by 29%.  Grolsch by 14%.  Staropramen by 9%.

  • Effectively secured numerous product displays and feature advertisements with key accounts.
  • Provided extensive distributor training regarding product offerings.
  • Developed and presented annual distributor business plans, including brand plans, goals and programming calendars.
  • Performed quarterly distributor business plan reviews, including plan goals, depletions, shipments, budgets, and program execution.
  • Designed pricing and promotion calendar, consisting of distributor price negotiation, monthly product sales, and depletion allowances to maintain profit margins.
  • Detailed all sales programming, including salesman incentives, management incentives, dealer/loaders programming, and chain programming.
  • Directly negotiated with distributors on pricing, goals, and budgets.
  • Analyze competitive analysis information from IRI (both state and city specific) for all brands, utilizing cross section of each market.
  • Coordinated with distributors on execution of national account programs, brand standards, pricing, and shelf placement.
  • Created successful Wal-Mart incentive program based on 2004 Olympic Games theme, successfully increasing distributor awareness of all brands carried.
  • Collaborate with distributors on inventory management, including solicitation and tracking.
Jun 1988Mar 2002

Wine & Beer Sales Representative - Off-Premise

Major Brands, Inc.
  • Marketed beer, wine, and liquor products to grocery, convenience, and independent package channels.
  •  Significantly increased product shelf space throughout managed territories, including Heineken, Amstel Light, Rolling Rock, New Belgium, Seagram's Coolers, J.W. Dundee Honey Brown, Shiner Bock, Grolsch, Goose Island, Hooper's Hooch, Two Dogs, Pete's Wicked Ale, Moosehead, Kendall Jackson, Martini & Rossi, Walnut Creek, St. James, Rosemount, Concha y Toro, Jacob's Creek, Franzia, Geyser Peak, Estancia, Franciscan, Beringer, Hogue Cellars, R.H. Phillips, Seagram's spirits brands, Bacardi, Smirnoff, Jose Cuervo.
  • Primary emphasis in developing relationships with decision-makers.
  • Educated customers on wine trends, new product additions, and enhancing profit margins through higher-priced product placement.
  • Provided in-store tasting's, arranging date and time, brand samplings, conducted tasting, and ensured ample available product for sale.
  • Participated in annual holiday show, inviting customers, guiding clientele throughout product offerings, offering product samples, and obtaining holiday purchase commitments.
  • Consistently promoted within organization; starting as a merchandiser, promoted to Convenience Store Sales Representative, then on to Wine & Beer Sales Representative - Off-Premise.



Windows Office
Microsoft Word, Excel, PowerPoint and Access.
Windows 95/2000/XP/Vista OS

Grolsch Display

Seagram's Cooler Displays

Presentation Sample

Strengths Finder 2.0


18 years outside sales experience in the adult beverage industry, with experience both on the supplier and distributor sides of the business, blended with 2 years experience as a small business owner/operator, has provided me the skills necessary to achieve excellence in sales. 

Corporations desire sales professionals with one very important qualification - real results.  I have the experience, education, continuing professional development, and results required to exceed the toughest sales objectives.

Career Objective

My career objective is simple, I wish to continue my career as a Sales Professional in the alcoholic beverage industry.  I intend to utilize my experience, attention to detail, sense of urgency, continued professional development and education to "Add Value" to my employer and the customers they serve.

Civic Involvement

Cub Scouts: Volunteer Leader

Blue Springs Little League Baseball: Volunteer Coach

Blue Springs Little League Basketball: Volunteer Coach

Benevolent & Protective Order Of Elks: Member, Blue Springs Lodge #2509

Professional Development

The Fusion Group

Fusion Training, 2006

Three-day seminar designed to demonstrate and teach how to work with a single, shared approach to all communication within an organization.  This system relates to presentations, meetings, writing, voicemail, print, advertising and branding initiatives.

United States Beverage National Sales Meeting

David "Bump" Williams - Information Resources, Inc. (IRI): Overview of IRI and application to the beverage industry.

Robert Brown - Adding Value Together: Sales Negotiation Skills

United States Beverage

USB 101 Training, USB 102 Training

Covers all aspects of the role of the United States Beverage Sales Representative; pricing, reporting, inventory management, distributor management, etc.

Banfi Wine Seminar, New York City, New York

Selected for two-day training seminar on wine producing regions of Italy and the Banfi portfolio of wines.


Participated in three, two-day training seminars, including Kobrand portfolio of wines, wine producing regions and brand differentiation.


Golf, sports, camping and being involved in all of my son's activities.