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Summary

I am a passionate, inquisitive and creative individual who is always up for a new challenge, takes great pride in my work, and never forgets to have fun along the way. I have strived to diversify my skills within the marketing and sales analytics based roles I've held in the fashion, medical and CPG industries in order to become a multi-dimensional employee, provide the greatest value to my customers, drive results, and more importantly get things done. Although the majority of my career has been in the beverage CPG sales world, I am looking forward to eventually transitioning into a marketing management/director role in the long term.

Education

20072011

BA, History of Science & Medicine

Yale University

Pre-Med major who somehow found time to be a part of these organizations:

  • Yale Women's Basketball ('07-'08 unanimous Ivy League rookie of the year), Kappa Alpha Theta- (Recruitment Committee), Community Health Educators (Lead Classroom Instructor FY)

Work History

Jan 2016Present

Sr. FMB & Innovation Sales Strategy Manager

Anheuser-Busch InBev - NYC
  • Developed and managed the brand roll out and below the line 1 Year and 4 Year sales plans for our FMB and Innovation brands. 
  • Collected and analyzed leading competitive launch and roll out data to create a national flavor/SKU optimization strategy for the Lime-A-Rita brand family for our 2016 focus objectives for our field sales teams and for our longer term 4YP strategy.
  • Created communication synergies between our Sales and Innovation/Marketing teams using Lanetix to create an interactive project management site for our innovation pipeline process ensuring our key deadlines are met in time for retail reset sell-in timelines/pilot launch. Platform currently in pilot phase and goes live July 2016.
  • Optimized our temporary and permanent POP solutions for Lime-A-Rita by using shopper insights as well as working with vendors on designing and sourcing materials to provide the most price optimized and effective merchandising solutions, gaining wholesaler and retailer share of mind.
May 2015Jan 2016

High End-National Retail Sales Strategy Manager

Anheuser-Busch Inbev - NYC
  • Developed Strategic Off-Premise Sales Plan for our High End Business for the C-Store/Package Liquor Segment and with our key accounts (7-Eleven, Circle K, Speedway, etc.)
  • Collected and analyzed IRI data to develop the 2015/2016 brand/SKU prioritization strategy for the small format chains's fall new item reset presentations. Executed by all our category teams, we gained +25 distribution pts for Goose Island and +50 pts for Stella Artois. 
  • Developed key price promotion optimization strategy between High End and Core/Core+ brands driving Shock Top +12% growth, Goose Island +24% growth, and Stella Artois +10% growth over 3 month period in Circle K, bringing the account in the black for 2015.
  • Customized and negotiated incremental funding for retail activations for Stella Holiday in Rite Aid and Circle K Stores with a Korbel/Stella bin merchandising bin program and a Stella Holiday Chalice giveaway sweepstakes which received the most entries ever of any retail sweepstakes from the high end.
  • Developed Shock Top 2016 Super Bowl retail plan, working with both the Shock Top and Bud Light brand teams in order to gain displays leading up to Shock Top's first super bowl commercial. Had a surge of +60% display coverage vs. PY and +23% sales lift for Jan/Feb.

May 2014May 2015

Senior Key Account Manager, National Retail Sales

Anheuser-Busch InBev - NYC
  • Managed the 7-Eleven and Hess/Speedway's North East Regional buyers for Anheuser-Busch InBev. My 7-Eleven region (previously down -2K Barrels and -3 share points) grew +1.3K Barrels and +2.1 share points.
  • Established a new communication routine with key 7-Eleven field decision makers and 21 wholesaler key account teams, improving execution and alignment on mandated sales programs with wholesalers, and retailer partners.
  • Lead the country in innovation distribution execution for the Bud Light Mixx Tails, Oculto, and Lemon-Ade-Rita brands, Achieving +80% distribution of all 3 brands in less than 2 weeks after launch.
  • Worked w/ wholesalers and local Franchisee Associations to create locally relevant marketing programs driving distribution on key new price packages for Bud Light +40% and increasing display coverage to +35%. Examples include the NBA Allstar Weekend store takeovers in NYC, Bud Light team specific NFL digital display activation at retail, and Budweiser Made in America Statue of Liberty concert summer sweepstakes series.
January 2013May 2014

Senior Trade Channel Manager

Anheuser-Busch InBev - CA
  • Managed the execution of national marketing programs for convenience and package liquor channels in CA, AZ, NV, and HI, including new brand roll outs, to an extensive 58 independent wholesaler network, achieving 80% execution of all initiatives in 3 weeks or less.
  • Created and oversaw execution of all localized below the line marketing programs, including merchandising elements, program creative, digital activation, sweepstakes and social network platform for Bud Light California, Bud Light Beach, and Bud Light Las Vegas
  • Implemented digital/social media collaboration tools (Facebook, Twitter, Yammer) for region best practice sharing and local event amplification. 
  • Led a team of 6 for the CA small format task force to develop key regional pilot sales programs increasing singles sales +11% and reducing out of stocks.
Nov 2011January 2013

Trade Marketing Channel Manager

Anheuser-Busch InBev - MO
  • Developed the "Biertopia" Shelf Merchandiser for independent Package liquor accounts, earning a 13% sales lift during its pilot phase over 3 month testing period, and rolling out for national execution in 2013.
  • Pioneered the channel’s digital platform, including implementation of Yammer to share best practices and collaborate with our field sales KAMs to seamlessly share and collect best practices and encourage collaboration.

Other Skills & Passion Points

  • Skills: IRI, Excel, Word, Powerpoint
  • Extracurriculars at AB: ABInBev Porter Brown Society ERG (inaugural founding member), Women in Beer- NY (Mentoring at ABI Committee)
  • Passion Points: Mentor New York, Traveling, NBA Playoff Basketball, Cooking, and eating