Business Development Customer Success

DAVID R. SCHROEDER

Denver, CO • 512-***-**** • ***********@*****.***

MARKETING LEADER & BRAND STRATEGIST

Program management - Multi-channel marketing - Cross functional team building - Sales team leadership & professional coaching - Best-in- class Presentation excellence - Business development - Multi-market wholesaler management - Budget planning - Sales strategy

PROFESSIONAL EXPERIENCE

DIAGEO, (GUINNESS BRAND FAMILY) • 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 STRATEGY MANAGER, CUSTOMER SUCCESS (WESTERN US) 2021 to Present

● Built video troubleshooting app “Guinness Genius” that leverages wholesaler network to fi x- at scale- quality issues in over 25k accounts nationwide, resulting in 22% increase in wholesaler engagement & 14% sales lift YOY

● Invented high-altitude “Mountain Spout”, an ingenious innovation that reduced dispense waste by 5% & reinvigorated sales in existing account by %11 Y1 & 125 new points of distribution

● Brokered a mandate for Texas's largest grocery chain (HEB), resulting in 25K additional cases sold and 400+ additional points of distribution.

● For 3 consecutive years built a progressive quality initiative that was scaled to top 100 US distributors, and then globally; the integral foundation of best practices leading Guinness Draught to become #1 on premise beer in Great Britain

SR AMBASSADOR, WESTERN US 2016 to 2021

● Trained & managed development of 45 distributors/divisions, including the largest wholesalers in the industry like Reyes, Breakthru, Columbia, Glazers, & Andrews, course corrected -12% annual declines in core Guinness brand family “back to black”

● Focus on highest margin SKU in a declining on premise by training 20 houses, 5k external sales reps, resulting in 27% increase of supplier satisfaction surveys

● Crafted best-in-class immersive educational experiences, addressing 30+ subjects with 50+ hours of material optimized for in-person or virtual training for retailers like Total Wine and H-E-B grocery stores, leading to 11% growth in targeted chain accounts.

● Tailored product and industry content for bartenders, presenting at the U.S. Bartender’s Guild, Tales of the Cocktail, and now up to fi ve events a year, leading to over 200 new placements within targeted regional on premise chains

ON PREMISE SALES REPRESENTATIVE 2014 to 2016

● 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 stabilizing on premise declines with 7% growth

● 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. Scaling nationwide studies showed a 12% sales lift for every account trained. DAVID R. SCHROEDER Page 2

THIRD COAST COFFEE ROASTING • Austin, TX • 2012 to 2013 A roast-to-order coffee roastery importing directly from small farmer cooperatives DIRECTOR of RESEARCH & DEVELOPMENT

● Meeting popular demand in perpetually hot Texas, introduced cold brew coffee in kegs. Managed all facets of R&D, including sourcing kegs, recipe development, packaging

● Bested the 64% norm in the coffee space, posting a 170% profi t 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

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

● Grew IBC from 3 production employees to 20 subordinate roles, 2,500 to 11K barrels produced during tenure, a 340% volume increase

● 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 effi ciency.

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

● Personally produced 140K gallons of product and supervised 512K TURNAROUND & EXPANSION MANAGEMENT CONSULTANT (INDEPENDENT) • from 2012 (ongoing) Ongoing consultancy to support growth objectives in an ever changing on premise landscape 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

Fluent in French - profi cient in Spanish - Cicerone Certifi ed - International Beer Judge - Adobe Design Suite - Final Cut - CRM - Sales Force - VIP iDig - Nielsen - Formally trained in piano vocal performance - code writing - web & mobile application design & development

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