Sales Manager

Merlise Rodriguez

**** * **** ** ******* ***** ( 917-***-****

*******.*********@*******.***

Marketing / Sales professional. Able to inspire and influence decision

makers with clear and actionable insights. Solid knowledge of strategic

processes. Able to develop and implement marketing and sales plans. Posses

a proven record of building relationships across functions and teams.

Qualifications

V Team Building: Assembled, trained, and lead promotional team to

effectively penetrate and grow sales in NYC tri-state Hispanic

beer market

V Imaginative and strategic approach to problem solving

V Continuously seek 'out of the box' ideas to deliver brand goals

and create consumer loyalty

V Work well under pressure

V Pro-active, result-oriented with proven capability in completing

multiple projects simultaneously

V Outstanding communication and interpersonal skills. Adept at

connecting with individuals from all walks of life and

developing strong and long lasting relationships

Employment History

Miller Coors Brewing Company

Sales Specialist Hispanic Market / Brooklyn NY

May 2008 - November 2008

. Grew CBC portfolio +17.6% in Hispanic account base, approx. 1,200

accounts exceeding plan of +9%.

. Utilized Nielsen Data and internal data reports to recognize market

trends and develop strategic actionable programs.

. Continuously worked at retail with distributor sales force and

marketing sales team to assure that CBC execution and retail standards

were being met.

. Conducted weekly meetings and quarterly presentations with distributor

sales managers and marketing sales team to review execution of

established programs, alignment with annual distributor business plan

and identify new opportunities.

. Developed, implemented and tracked monthly paid for performance goals

plan for the marketing sales team in order to close distribution and

volume gaps at retail.

. Worked closely with distributor upper management to develop, execute

and track sales force incentives.

. Guided and focused distributor and marketing sales team to execute

National and local brand strategies at retail that resulted in volume

growth, brand awareness and adaptability.

. Instructed distributors and agency team on upcoming programming,

event planning, execution and the resources (radio, media, print, pos,

merchandise and on site kits) available to support such efforts

. Participated in weekly meetings with distributor team to review weekly

goals, account updates, upcoming objectives, promotional schedules and

recaps.

Key Account Representative / Supermarket Chains NY

March 2004 - June 2007

. Responsible for volume and share growth of major Independent

Supermarkets in the Metro New York Area: White Rose, Krasdale, Key

Food, Western Beef, Trade Fair, Fine Fair and Gristedes.

. Delivered growth of +3% for 2 consecutive years, outpacing the general

market trends.

Merlise Rodriguez

Page 2

. Successfully integrated and supervised marketing/sales team in the

implementation of Hispanic program (LSW) in high profile Hispanic

chains resulting in incremental floor space, displays, price

promotions, merchandising initiatives, shelf resets, consumer target

promotions leading to brand awareness and adaptability

. Sold in Company's Trade-Up Flow shelf philosophy to 75 major accounts

in high Hispanic density areas. Resulting in gained distribution and

meeting brands national goals and objectives.

. Scheduled and executed buyer calls alongside distributor for assigned

call points. Presented National and local Hispanic Brand plan to

corporate offices.

. Successfully gained incremental ads, leading the brand to obtain

competitive advantage during key time frames.

. Prepared presentations and utilized info data to achieve brand

objectives at headquarter calls and motivate distributor sales force.

. Created partnership with local media to deliver grass root and target

specific advertising granting the brand extended leverage at retail.

. Conducted weekly market visits with distributor sales force in order

to gain up-to-date knowledge on industry trends and execute brand

building strategy.

. Awarded North East Region Certificate of Excellence 3rd Quarter 2006.

Appointed to the North East Region peer counsel.

The Integer Group / Omnicom

Market Manager - Bronx / Queens -Coors Light

February 2003 - March 2004

. Contributed to double-digit growth since initial start of program by

exceeding client expectations and leading promotional team in the

Hispanic market

. Contributed to the development and implementation of conceptualized

thematic programming based on clients' needs.

. Participated in the planning, organization and execution of Coors

Light local programming, with the goal to expand brand awareness and

adoption in the Hispanic market.

. Interviewed, trained and managed Key Account Representatives in areas

of territory management (route planning), merchandising and

promotions.

. Supervised continuous maintenance of merchandising standards and

distribution goals in 2270 key accounts.

. Scheduled and supervised execution of 12 - 16 on and off premise

themed promotions per week.

. Recruited, trained, scheduled and supervised brand ambassadors.

. Created weekly, monthly and quarterly statistical analysis reports and

presented to brand Sales Manager, Distributor Captain and marketing

team to demonstrate the results of promotions and developing market

trends.

. Negotiated price features and promotional times with account decision

makers.

. Worked closely with distributors and brand's local management team to

develop and implement customer focused and profit driven marketing

plans.

. Evaluated local sponsorship proposals and made appropriate

recommendations

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. Contributed to the development of sales materials for marketing and

distributor sales staff that includes, but not limited to: Thematic

Program Sell Sheets, Merchandise Sell Sheets, Program Calendars,

Weekly merchandising trackers that are submitted by KARS and

Promotional trackers submitted post events.

Key Account Representative

June 2002 - February 2003

. Responsible for increasing consumer awareness and adoption of Coors

Brewing Co. portfolio in target account base.

. Generated sales growth in the Hispanic market by actively

merchandising and executing National and local marketing plans in 50 -

75 on and off premise key accounts.

. Worked in conjunction with brand manager and distributor sales force

to achieve temporary price reduction and new package placement.

. Merchandised and conducted themed promotions on and off premise.

. Contributed to creative ideation and brainstorming sessions for

promotions and events that were successfully developed and executed in

local markets.

. Diligently gathered and presented to distributors and brand sales team

competitive activity, opportunities and innovative recommendations,

that would improve our brand positioning at retail.

Education

Hunter College, New York, NY

Bachelor of Arts Degree

LaGuardia Community College, Queens, NY

Associate in Liberal Arts

Languages

Fluent in Spanish, both verbal and written

Computer Skills

Microsoft Word/PowerPoint/Excel, E-Mail Applications,

Internet Navigation and Search Engines

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