DAVID R. SCHROEDER

Denver, CO • 512-***-**** • ad45q7@r.postjobfree.com • David Schroeder LinkedIn

MARKETING LEADER

& BRAND STRATEGIST

An enterprising, entrepreneurial professional harnessing production experience, marketing acumen, and strategic sales vision in elevating consumer awareness and bottom-line revenue. Currently bringing fresh perspective to one of the world’s most iconic beverage brands, a passionate, personable change agent with a record of respectfully challenging the status quo across multiple lanes at once with strategic, customer-focused initiatives. A penchant for process improvement, seeing the big picture while also addressing the details that matter most. Product and program thought leadership aimed at attracting new consumers in a competitive space by prioritizing experiential approaches and the customer experience. An impact player dedicated to team wins and delivering growth for both products and people.

PROFESSIONAL EXPERIENCE

DIAGEO • London, England (U.S.-Based) • 2014 to Present One of the world’s largest distillers and a distributor of 200+ brands, including Johnnie Walker, Guinness, and Smirnoff, in 180 countries SR GUINNESS BREWERY AMBASSADOR, WESTERN US 2016 to Present In a dynamic, wide-ranging role that has evolved to include responsibility for 20 states, trains and educates wholesalers, sales associates, and Diageo employees. Initiated and leads multiple best-in-class programs and experiences that have increased sales and brand integrity, the infusion of knowledge serving to build morale and bond employees along the way.

Built video troubleshooting app “Guinness Genius” designed to leverage wholesaler network to fix- at scale- multitude of quality issues at over 25k underperforming accounts nationwide.

Invented high-altitude “Mountain Spout” that reduced product waste & increased creaminess of product in dozens of markets over 4000ft

Trains and manages 45 distributors/divisions, including Reyes, Breakthru, Columbia & Andrews.

Brokered a mandate for Texas's largest grocery chain, resulting in 25K cases sold and 400+ additional points of distribution. Achieved No. 1 in KPIs for 4 of 6 years. Rated all 100% scores in performance feedback. Received 2022 Medlar Warrior Award.

Crafted best-in-class immersive educational experiences, addressing 30+ subjects with 40+ hours of material optimized for in-person or virtual training for retailers like Total Wine and H-E-B grocery stores.

Tailored product and industry content for bartenders, presenting at the U.S. Bartender’s Guild, Tales of the Cocktail, and now up to five events a year. Channels audience perspective to create effective, engaging training that addresses pain points, priorities, and uncertainties.

Created bartender classes and ventured into Michelin-Star-rated restaurants to train in and fuel a food-occasion feeling around the legacy brand.

Created and executed a national quality program teaching reaching 20 houses, 5k sales reps

Business

Development

Multi-

Channel

Marketing

Brand

Cultivation

Strategic

Sales

Training

Cross-

Functional

Team

Building

Presentation

Excellence

Program

Management

A New Take on Quality

Created and executed a trailblazing national

quality program within 90 days. Working

from the consumer notion that Guinness

tastes better in Ireland, set out on a quality

roadshow to find out why – and engage reps

in bringing the U.S. up to par. Teaching the

12 things Ireland does right – from

glassware to temperature to manufacturing

line cleanliness – piloted the program

in 12 California distributor houses.

Eventually trained 400+ salespeople that in

turn performed quality fixes across 1,500+

points of distribution. Scaled to a $3.5M

program, reaching the Top 100 distributors

in 40 states, 20K points of distribution,

and 3K salespeople. Also conducted 50+

sensory off-flavor classes where beer is

"spiked" with bad flavors that can occur in

the field, a first for the organization and

within the distributor network.

DAVID R. SCHROEDER Page 2

BUSINESS DEVELOPMENT & QUALITY SPECIALIST, INSPIRA 2014 to 2016 Joined Inspira Marketing on behalf of Diageo, part of a pilot program to invigorate the brand with new programming and best practices related to the consumer experience. Based independently in St. Louis, charted new territory for Guinness as the world’s most iconic beer saw the craft beer craze begin to infringe on its market grip – and take advantage of its lack of a U.S. sales force.

Initiated a Food Pairing program, a novel channel for the business that gave distributors and bartenders a new way to engage with the product. Adapting the wine dinner, focused on Guinness as a bespoke beverage worth aligning with certain foods.

Managed the relationship with a St. Louis, MO, distributor sales team to pursue on-premise objectives.

Stood out as a salesperson, bringing a brewer’s perspective to selling a brand that takes considerable pride in its unique production process.

Created the Guinness Beer Study, training bartenders and general Managers with tastings and teachings on how best to sell Guinness. Demonstrated a sales lift from each event. THIRD COAST COFFEE ROASTING • Austin, TX • 2012 to 2013 A roast-to-order coffee roastery importing directly from small farmer cooperatives PROJECT MANAGER / CONSULTANT

Leveraged brewery experience to infuse a new product offering, greatly expanding profitability for a mission-based business.

Meeting popular demand in perpetually hot Texas, introduced cold brew coffee in kegs. Managed all facets of R&D, down to sourcing coffee kegs.

Bested the 64% norm in the coffee space, posting a 170% profit margin for the new endeavor.

Distributed 100 additional kegs a week, grossing $400K in revenue with the new SKU.

Performed equipment repair and installations, roasted coffee, and brought consultative skills to the range of packaging to processes.

INDEPENDENCE BREWING COMPANY • Austin, TX • 2010 to 2012 A fast-growing microbrewery and taproom founded in 2004 to serve the independent thinkers & drinkers of Texas DIRECTOR OF OPERATIONS HEAD BREWER

Took a temporary job on the bottling line that became a full-time passion, improving, scaling, and eventually leading production operations for a unique Austin microbrewery. Brought\order and eliminated a bottleneck in the line, displaying great professional bandwidth and learning agility while charting a 340% production increase over two years.

Evolved from packaging to cellaring to finally head brewer, managing inventory and $300K in ingredients, optimizing the supply chain and ordering truckloads of grain.

Grew IBC from 2,500 to 11K barrels produced during tenure, and from 3 employees to 15 roles.

Brewing at an industry-high 15X a week, gained abundant business experience in short order, including authoring SOPs for new roles, and recruiting, hiring, and training for those positions.

Performed vendor audits to ensure quality and efficiency.

Scheduled, coordinated, and trained toward adding 10 brewing shifts for maximum output.

Personally produced 140K gallons of product and supervised 512K. EDUCATION

BACHELOR OF ARTS IN FRENCH, BUSINESS & FINE ARTS

University of Central Oklahoma, Edmond, OK

INTERNATIONAL EXCHANGE PROGRAM

Ecole Superieure de Commerce, La Rochelle, France

A formative, year-long business school program that served up complex problem-solving and sparked a lifelong fascination with the interplay of culture, geography, and history in products and tastes SPECIAL SKILLS

Language: Fluent in French

Certification: Cicerone®, International

Beer Judge

Systems: Adobe Photoshop, Salesforce,

VIP iDig, Nielsen

Presentation: Formally Trained in Stage,

Piano, and Vocal Performance

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