Sales Manager

Jaime Rendell

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

Phone: 705-***-****

Cell: 705-***-****

Profile

An analytical, driven, action-oriented Marketing Manager with extensive experience in the fast paced beverage alcohol

industry. Proven success in developing and executing strategic annual marketing plans that strengthen brand

positioning and awareness and drive revenue growths. Manage existing portfolio of leading brands, including budgets,

communications strategy, research analysis and competitive trends to drive opportunities. Develop launch plans for

new products and innovation within the category. Self-motivated and results driven, while remaining flexible to be

adaptable to changing market conditions. Excellent interpersonal, written and communication skills, WSet 2 certified.

Welcome new challenges, increased responsibility and learning to make significant contributions and drive the

business forward.

Professional Experience

Constellation Brands

Marketing Manager, Canada (March 2013 – present) Lead Canadian marketing strategies development

and implementation for #1 selling premium New Zealand brand and leading Italian wine brand. Responsible for all

aspects of the brands; building brand awareness strategies, pricing, launching new products, A&P budgets,

communications with key internal and external stakeholders and public relations to maximize visibility, sales and

revenues.

• Develop and deliver annual plans and quarterly commercial plans through analysis of business performance,

insights and brand research to leverage opportunities

• Successfully lead extensive, integrated brand building campaigns including advertising and communications

platforms, unique sponsorships, on-premise, retail and public relations, on time and on budget

• Work collaboratively with key functional areas of the business including trade marketing, sales and finance

• Manage multi-million dollar budgets to within 1% of planned spend to drive results and positive ROI

• Developed and led National launch strategies for new priority brands launching into Canada

Key Highlights:

• Drove awareness and consideration of Kim Crawford brand by 11% and 5% respectively in less than 18

months

• Growth of Kim Crawford to #1 selling wine in LCBO & SAQ by volume

• Propelled volume and value growth of Ruffino brand to over 20% Nationally in 2 years of leading the brand,

driving it to #3 selling Italian brand

Treasury Wine Estates 2002 – March 2013

Brand Manager, Canada (2009 – March 2013) Promoted to this National position from Trade Marketing

Manager Ontario. Led Canadian Marketing strategy for core brands; Lindeman’s, Rosemount, Beringer and Matua as

well as multiple secondary brands. Responsible for all aspects of delivering global brand strategies in a way relevant

to the Canadian market.

• Managed National budget for each Brand to within 1% of budget

• Successfully turned around #1 selling Chardonnay and #1 selling Australian brand, Lindeman’s from

2011 annual sales trend of -11%, to 2012 annual sales of +6% (National ACD sales). Achieved through

intensive, unique National sampling campaigns, internal sales incentive plans and compelling consumer

activations that reengaged lapsed consumers.

• Implement global marketing platforms for Lindeman’s, Beringer and Rosemount on a local level through

high profile activations including event sponsorships, National consumer contests, and the most

successful Beringer 360* program globally

• Forecast volume and budget costs for National retail promotional activity across all liquor boards

• Ongoing analysis of the competitive marketplace; to determine development of marketing strategies,

developing and launching new products

• Instrumental in developing and implement an on-premise strategies and programs; developed and

executed a National account program for Milestones, which led to 18 new BTG listings and 2,000 cases

during the promotional period.

• Overachieved sales goal by 20% on largest California Brand; Beringer

Foster’s Wine Estates

Trade Marketing Manager, Ontario (2007 – 2009) Promoted to this role to facilitate the development of

the Canadian Trade Marketing Strategy for full portfolio of brands. Responsible for understanding Brand strategies

and developing and executing local customer marketing plans to drive market share, distribution, volume and

profitability.

• Developed marketing strategies and lead new product launches of brands; then became the fastest

growing in each their respective categories and doubled original forecast

• Create and maintain merchandising calendars and budget tracking process and present to key internal

stakeholders monthly

• Prepare tools / documents and applications for liquor board, including merchandising program and new

product listing applications and advertising approvals

• Lead the preparation and execution of National and regional programs by coordinating information flow

with key stakeholders, sourcing, developing and delivering pos support materials

Foster’s Wine Estates

Sales Manager, Atlantic Canada (2005 – 2007) Hired to drive growth and profit across Atlantic Canada, by leading a

team of sales persons working directly for an agency. Ensuring significant time, energy and focus of sales team is

spent on Southcorp Wines portfolio. Focus was on increasing distribution in all channels, developing account relations

and changing the mix of wines at existing customers to maximize profitability.

• Overachieved sales volume objectives by 10%

• Prioritize and manage all business development activities including setting sales objectives, strategic

account development, industry networking and tradeshow marketing

• Managed ongoing communications with key liquor board stakeholders

• Travel extensively to maintain a consistent call schedule on existing accounts; identify and capitalize on

new opportunities; remain accessible in managing account and agency needs

• Provide product training, sales tools and marketing flow materials to agencies sales team and some

industry staff

Southcorp Wines

Territory Manager (2002 – 2005) Hired in the Toronto West area to distribute, sell, market and promote the entire

portfolio of Australian Wines to On and Off Premise (LCBO) accounts. Ensuring the right mix of products to increase

market share and profitability of total business.

Penfolds Sales Person of the Year Award 2003

Canadian Sales Person of the Year 2005

3 Develop strong working relationships with liquor board personal and on premise accounts

4 Manage a promotional spending budget

• Outpaced Australian wine growth in territory by 14%

• Develop and deliver sales presentations

• Increased sales of largest brand in portfolio by 27%

Education

Bachelor of Arts Honours, Wilfrid Laurier University, Waterloo, Ontario, 1999

Additional Information

Extensive experience with Microsoft Office; specialty in Excel and Powerpoint

WSet 2 Certified

References

Professional references are available and will be furnished upon request

Contact this candidate