Michele Shofner

National Sales & Marketing Executive

SUMMARY BRIEF

Senior Sales Manager/Marketing and Operations Executive with over 20-years’ experience in BAT

Over 15 years’ luxury experience as National Sr/Mid-Level and Executive Sales/Ops /Management

Worked for an $12 billion national adult beverage co. operating in over 35 states in US

Sr. Executive/Liaison to legal dept. major tobacco co. Marketing/events - annual revenue over $8.6 billion

Effectively establish Programming & negotiate profitable margins (FOB, PTD, DA, DI, BB)

Skilled at managing financial and cultural turnarounds including corporate reorganizations

Expert at executing systems/processes, operational excellence and quality branding

Chains; ABC, Publix, Kroger, Costco, Sam’s, Whole foods, Fresh Market Ind; B-21, Luekens etc.

National Restr. Chains: Bloomin Brands, Darden, Landry’s, Talk of the town, Brinker Int’l etc.

Maintained successful working relationship with distributors in SE Including but not limited to SGWS, RNDC, Premier/ Breakthru, Empire, TA, United, Noble, Signature, Epic, Fedway/Lauber, Star, Lipmann, VA Imports, Star, Associated, Triple C etc.

PROFESSIONAL EXPERIENCE

LIQUID MEDIA PRODUCTIONS, LLC Senior Vice President & National Sales Director 2018- Present

Responsible for launching and all US operations, Sales, and distributor Management. NA's and 4 estate vineyards in Bordeaux for partner owner. National Sales Management- Distributors and Leading sales team in setting goals, objectives and evaluating performance. Established relationships, opened/managed US distributors including 35 states Created marketing protocol, set up systems and process for sales, marketing, distributor management, Import/Export, Pricing, Margins, KPI's and plans for regional including budgets/ P&L BANFI, Castello Banfi of Montalcino, Tuscany, Piedmont. July 2019- July 2020 MANAGER FL. Key Responsibilities and Accountabilities: Managing the development of Banfi’s Off/On Premise with RNDC, Chain, Indy and National accts, Manage LMF, Fl budgets. Prepare, present annual Pre plan meetings, mid-year reviews and manage total wine portfolio, education and training, distributor executive/management and sales personnel; interact directly with Buyers, customers, host high profile and fine dining events/shows. Approve and reconcile Programing/DA Invoicing. Contract.

Achievements On the Board of Executive leadership team with Banfi. Bi-weekly calls to help with changes, challenges, trends. Developed unique country club “Market program” to enable CC to capitalize on retail sales in conjunction with Carry out. Increased overall financial profitability exchanging low profit managed brands, increasing estate sales with larger profits.

VINA SAN PEDRO, Santiago, Chile (2016 - 2018) SOUTHEAST REGIONAL MANAGER (40 million case producer)

Key Responsibilities and Accountabilities:

Deliver/increased VSPT’s various portfolio’s sales, accounts sold goals by over 70%. Increased/drove monthly volume results, POD’s, managing key accts, large drop sell-in, orders and pull-through activities. Worked independently and with distributor manager/sales reps and Accts in all markets including staff education. Weekly travel (GSM’s, Ride with’s, dinners, meetings/reviews, launches, blitz, kickoffs, relaunch, holidays shows, general market work etc.) Contract.

LUNA VINEYARDS, Napa, CA (2015 to 2016) EAST COAST REGION MANAGER

Key Responsibilities and Accountabilities:

Southeast Region Manager promoted to East Coast Region Manager. Extensive weekly travel to over 25 markets. Present weekly results to board. GSM’s, ride with’s, dinners, annual, biannual, quarterly meetings/reviews, Incentives, bonus/deals, establish/maintain budget for each market including DA/DI, tasting programs, events, marketing. Approve bill backs, PO’s and maintaining budgets for each state/distributor independently. Contract. Achievements Managed over 3 regionals and 15 DM’s for entire US market sales team while managing my markets. Met/Surpassed financial/case goals. Presented successfully got into to PA liquor board. Opened/Found new distributor partners in markets such as (DC, MD, NJ, NY, SC, TN) Successful multi state launches, kickoffs luxury blue label, appellation wines.

Michele Shofner National Sales & Marketing Executive MBA * MENSA Int’l * Sommelier * CWE *PO Box 47632 Tampa, FL 33646 advrkg@r.postjobfree.com Mobile: 813-***-****

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