Sales Management

Donald L. Coburn

Phone: 614-***-**** Office: 614-***-****

**** ***** ********* **** ******: 614-***-****

Columbus, Ohio 43235 Email: ******@***.***

Profile:

An alcoholic beverage sales professional with extensive personnel, key account, special event and administrative

management experience in a management capacity at the wholesaler tier. Equally experienced in both the on/off-

premise trade to successfully drive sales through effective business planning and internal/external customer relationship

management. Consistently set the benchmark for achieving personal as well as group sales performance at multiple

wholesale operations, and stellar results beyond expectations building value-added relationships with retailers through

category management application, proactive problem solving and proactive relationship management by creating a

climate in which everybody wins..

Summary of Qualifications

Bachelors degree

20 years sales, sales management, field marketing, promotions & event management experience within

Anheuser-Busch/ MBCo Wholesaler system.

Thoroughly understands on/off-premise chain sales, retail and wholesaler operations.

Extensive and broad based knowledge - on/off- premise beverage marketing, sales and merchandising

tactics and strategies

Expertise in relationship based selling environments to form value added relationships with internal/external customers

and suppliers.

Developed/implemented a rotation program/policy resulting in a 40% decrease in old beer destroyed

Proven (solution/consultative) selling skills to manage the selling process with chain buyers and executives

Knowledge and understanding of category management principles, process, strategy, and application

Ability to analyze information from numerous sources (ACNielsen, IRI, Dunnhumby, Spectra) and apply to business

plans as well as to analyze performance vs. goals (volume, share, ROI).

Excellent ability to communicate personally or through coordination to execute at the Point of sale and drive

results.

Basic computer skills (Microsoft Office tools)

Beer Industry Experience

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Beverage Distributors, Inc. Cleveland, Ohio 2003 - 2005

Beverage is primarily a distributor for Miller Brewing Company, including exclusive distributorship agreements with

Heineken USA, Diageo-Guinness USA, Mike’s Hard Lemonade Co., Boston Beer Company, Pabst Brewing Company,

and Pilsner Urquell. Beverage employs approximately 140 personnel, and is the second largest distributor for the Miller

Brewing Company in Ohio, and among the 30 largest in the nation.

Area Sales Manager

Proactive frontline management of seven (7) direct reports – five (5) pre sell reps, and two (2) merchandisers in

Eastern Cuyahoga County. Daily supervision of the account management process on/off premise for 600

accounts – plus or minus - annual volume of 750,000 plus or minus stat cases. Key Account responsibility calling

on chain headquarters to meet distribution and category management goals utilizing (IRI, Nielsen, Spectra).

Notable Accomplishments

Coached, trained and developed The Salesman of the Year 2004.

Group sales performance increased to the top 5% -10% within one year (2004)

Personnel Management

Donald L. Coburn - Page 2

Conducted weekly/monthly sales/marketing/special event meetings with wholesaler personnel to review

current business and strategize about current possible directions for sales and marketing of Wholesaler products

on/off premise and special event venues.

Managed Wholesaler sales team to ensure success of individual and wholesaler goals through training,

directly working with and observation of individual performance standards

Assessed skill levels for individual members of the sales team and establish training programs for

employee. Physically with/worked with sales team representatives minimally one/two days per week, per month

Wholesaler Management

Managed Wholesaler sales team by building effective sales and marketing programs. Directed the

communication of Wholesaler/Supplier sales goals, marketing and special event direction through the wholesaler

sales team.

Reviewed market plans submitted by supplier and wholesaler sales managers to include, but not limited

to, sales and distribution goals, display and merchandising goals, promotional periods, program

incentives and financial commitments.

Reviewed monthly/quarterly results (or as frequently as needed) with suppliers to determine the ultimate

success of our market plans

Key Account Management

Reviewed key chain/independent, on/off account strategies with supplier/wholesaler sales managers and

other sales staff on a quarterly basis. Reviewed quarterly key account presentations to insure Wholesaler

objectives and goals were met.

Developed presentations, delivered presentations and maintained excellent relationships with Buyers,

Category Managers and key decision makers for major grocery chains as well as chain and independent on-

premise accounts.

Administrative Management

Performed regular administrative duties, including but not limited to:

Reviewed monthly and quarterly sales including all daily, weekly and monthly priorities.

Developed, tracked, and recapped Wholesaler sales/market plan.

Reviewed and approved market plans by area.

Reviewed Key On/Off Premise accounts by area;

Reviewed Wholesaler breakage, old beer and employee expense reports.

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The House of LaRose, Inc. 1989 -1999

A family owned and operated, exclusive wholesale distributor of Anheuser-Busch beer servicing northeast Ohio since

1939. LaRose sells, merchandises, markets and delivers AB brands and products to over 5000 retail customers in 7

counties. The House of LaRose employs 350 personnel and operates out of a warehouse/office facility in Brecksville,

Ohio.

Area Sales Manager

Proactive frontline management of five (5) direct reports – four (4) RSR peddle sales and delivery reps, and one (1)

merchandiser in eastern Cuyahoga County, western Lake County, and southern Geauga County. Total off/on premise

accounts totaled 600 plus or minus, and annual volume of 1.1 million plus or minus stat cases.

Notable Accomplishments

Coached and developed RSR of the year 1997.

Group sales performance consistently in the top 5% of Wholesaler volume (1990-1998)

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Increased Bud Light distribution on-premise from 34% -98% in one year (1990)

Personnel Management - Wholesaler Management - Key Account Management - Ditto Beverage

Distributors

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Golden Eagle Distributors, Inc. 1984 - 1989

Golden Eagle Distributors has been the exclusive distributor of Anheuser-Busch products across most of Arizona since its

creation in 1974. The family-owned company is headquartered in Tucson with offices in Buckeye, Casa Grande, Flagstaff,

Globe and Show Low, Arizona.

Package Sales Representative 1984, promoted to Package Sales Supervisor 1987

Proactive frontline management of four (4) direct reports in the daily execution of the account management process –

Four (4) Pre sell-reps in north, central and southwestern Pima County. Total on/off premise accounts totaled 500 plus or

minus, and annual volume of 2 million plus or minus stat cases

Notable Accomplishments

Coached, trained, and developed Salesman of the Year 1988.

Personally Awarded Michelob Salesman of the Year 1986, nine (9) times Salesman of the Month

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Conservation 501(c)3 Professional Experience

Conservation Fundraising 501(c) 3 Experience

The Union Sportsmen's Alliance

The USA is a hunting and fishing association/program of the Theodore Roosevelt Conservation Partnership (TRCP) and

its AFL-CIO Union partners - designed exclusively for conservation-minded union members, retirees and their families that

hunt, fish and enjoy the outdoors.

Mississippi Flyway Coordinator (Regional Coordinator) 2008 - 2010

Direct responsibility for servicing and delivering all field channels of membership and revenue streams for the

organization. The plan was executed through the development of targeted state recruiting/fundraising venues. Specifically,

played a critical role in establishing grassroots recruitment and retention of members through the development of -

sportsmen's dinners, as well as shooting, hunting and fishing events within the Mississippi Flyway - a thirteen state region

to include two Canadian Provinces.

Proactively networked to build recruitment numbers throughout Building & Construction trades industry -

through union contacts at officer level, association memberships, trade groups and contractors where allowable

and applicable.

Created, planned, developed, sold and implemented new USA revenue streams - membership/fundraising

events.

Coordinated, executed and reconciled USA Membership/fundraising events - shooting events and

sportsmen's dinners

Performed and maintained administrative duties and member relationships .

Donald L. Coburn - Page 4

Notable Accomplishments

Produced first of its kind Pheasant Hunt Fundraiser - 16 teams, 64 Hunters - first ever sold out event.

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Whitetails Unlimited, Inc. 1999 – 2000

National conservation non - profit 501(c)3 fundraising org. for the direct benefit of the White-tailed deer, and dedicating its

resources to the betterment of the White-tailed deer and its environment.

Ohio Field Director

Initiated and managed volunteer recruitment, grassroots fundraising, gift solicitation and all other business for WTU in

Ohio. Planned, budgeted, coordinated, executed and reconciled all Ohio fundraising banquets. Developed and made

presentations in order to deliver the WTU mission to groups of sportsmen at town meetings, seminars and trade shows.

Notable Accomplishments

Recognized and credited for recruiting and working with volunteers to establish, organize and develop the

#1 new Chapter in the country – highest net to gross revenue in 1999.

Established the first WTU land lease in the country for Whitetail habitat development and education –

1,500 acres in Pike County Ohio.

Recognized and credited for creating industry related events such as sporting clays, trap and skeet

events to raise incremental funds and promote good will in the community.

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Business Venture Experience

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SPECTATORS Sports Bar & Grill 2005 – 2007

One of a chain of private upscale Sports Bar and full service restaurants with forty one (41) state of the art

monitors, fifty (50) employees, and annual sales of $2 million dollars . Private business venture.

General Managing Partner, Columbus, Ohio

Direct the sales and profitability of a four hundred (400) guest establishment specializing in American grill cuisine serving

lunch/dinner offerings seven (7) days per week. Menu/beer/liquor/sports entertainment development based on

trends/preferences and seasonal considerations. Managed front/back of house, and directed all food and beverage

promotions, private parties for notable sports figures, corporate heads and other celebrities

Notable Accomplishments

Conceptualized, developed and managed a grassroots advertising plan to launch the largest and most

profitable Grand Opening event in the chains history for attendance and gross daily sales – Five hundred guests

and over $13,000 in sales in one eight hour shift.

Successfully managing sales, marketing, profit and loss regarding food, labor, and business development

costs.

Exhibited a high degree of leadership skills and diplomacy in resolving internal and external customer

issues without sacrificing internal/external relationships or profit.

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Education: The Ohio State University, B.S. Education

NCAA Football Athlete - Ohio State Buckeyes

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