Sales, Relationship Builder and Marketing Manager

Shanna Windham, csw

Wilmington, NC 910-***-**** ************@*****.*** Shanna Windham LinkedIn

SUMMARY of ACHEIVEMENTS

An accomplished sales and marketing professional with 20 years’ experience in the beverage industry. Currently serving as Regional Sales Manager and Trade Marketing Manager at Prestige Beverage Group, I oversee distributor management across three states, launching innovative craft spirits and imported wines. Previously, I held leadership roles at ONEHOPE Winery, where I successfully built relationships with key national accounts and expanded market presence across multiple states.

Throughout my career, I have demonstrated strong analytical, negotiation, and relationship-building skills, contributing significantly to sales growth and distributor management. My earlier experiences include management roles at Johnson Brothers Carolina Distributing and E&J Gallo Winery, where I managed teams, developed sales strategies, and improved overall sales performance. With a proven track record in sales, brand management, and team leadership, I am recognized for my contributions to organizations and the community.

PROFESSIONAL EXPERIENCE

Prestige Beverage Group Wilmington, NC January 2019 - Present

Regional Sales Manager / Trade Marketing Manager

Oversee all distributor management, state budgets and obtaining state goals for On Premise/Off Premise/ Wine/ Spirits for 3 states (NC, SC, VA)

Launch new innovations for Craft Spirits and Imported Wines

Present and prepare presentations for Key National On-Premise Accounts for the Mid-Atlantic Region for wine and spirits

Key contact for Earthare, Military Channels, The Fresh Market, and Tasting Team for Wine and Spirits. Executed sales from our distributors in all respective states. Presented programming in local chains. (2019-2022)

Direct marketing to the NC ABC and VA ABC Boards

Establish and maintain pricing grids for maximum gross profit for 12 distributors’ wine and spirits

Led Brand Partner in market execution, schedule, and point of sale (POS) material development and design

Key liaison between the marketing team output and the sales team needs

ONEHOPE Winery Wilmington, NC February 2011 – November 2018

VP of Key National and Regional ON/OFF Premise Accounts/Partner, April 2017-November 2018

Cause Entrepreneur for Corporate Gifting/ Fundraising / Direct Sales 2016-2018

Built relationships with Key Buyers and Accounts throughout the country (on and off premise)

Prepared requests for proposals (RFPs) and presentation materials for new items.

Collaborated with Regional Managers and Distributors on inventory, pricing and upcoming programming execution needs.

Engaged consumers in the eCommerce opportunities and direct sales partnerships.

VP of Key Markets/ Partner, Oct 2016-April 2017

Responsible for sales growth and support for 16 distributors in 11 states (CO, DC, FL, OH, MA, MD, NC, NJ, NY, TX, VA)

Served as support system to the Regional Sales Manager to build relationships and execute on national programs.

Performed National Accounts sales calls and visits within the responsible states for programming and new distribution.

Managed customer base, case sales and marketing budgets for the states and ensure that all are pacing to goal.

VP of Sales Eastern Division/ Partner, Jan 2012-October 2016

Supervised all wine distribution efforts in 7 Southeast States (on-premise and off-premise) including Distributor day-to-day management, goal setting and obtainment, incentive programs, pricing, budgeting, national and regional accounts which outreach/ management, cause month programming and trainings with accounts: Buffalo Wild Wings, Carrabba’s, Costco, Cost Plus World Market, Embassy Row, Food Lion, Harris Teeter, Halls Chophouse, Lowe’s Foods, Village Tavern

Market accounted for 10,000 of our 60,000 wine cases produced annually with 4 of the states (MD/DC, NC, SC, TN)

Gained retailer distribution by analyzing previous sales history for their stores, implementing new item distribution and aligning programs that work for floor displays and coincide with ads for maximum distribution.

Trained and managing 4 Regional Mangers accounting for 17,600 cases sold annually in 2014.

Estimated $200,000 in revenue & 15% growth in 2105

Managed for National Accounts and Regional Account Partnership outreach with Angus Barn, Benihana, Bonefish Grill, Charley’s, Laundry’s, Logan’s Roadhouse, The Navy/Military Outlets, Washington Duke.

Targeted corporations and other businesses and customers for $25K worth of direct sales business ranging from wine to gifting orders.

Key Achievement: closed Food Lion selling in our Cabernet Sauvignon to 198 retail outlets in 2015.

Southeast Sales Manager/ Partner, February 2011-December 2012

Oversaw wine distribution channel in 10 states (NC, SC, MS, GA, AL, SC, VA, FL, WV, TN)

Acquired 5 new states for distribution (AL, MS, SC, VA, WV) by targeted outreach.

Acquired 4 distributors in franchised states (NC, VA)

43% overall business growth in NC 43% in Q1 and Q2 of 2011.

Hired/trained interns responsible for setting up contact with restaurants, events and cold calling

Obtained placements in high-end establishments for by the glass pours, banquet wines and catering.

Establish and managed pricing, programming and incentives in all markets.

Executed on product delivery, pricing and trainings with partnerships with multiple restaurant chains across the country: Roy’s, Flemings Steakhouse, Genghis Grill, Wyndham Hotels, Aloft and IHG.

Managed new distribution with chain accounts as well as the execution of programming with Harris Teeter, Kroger, Lowe’s Foods and Whole Foods

Maintained a 10-13% growth in the territory from 2012-2014 with seasoned markets.

Cintas Corporation Wilmington, NC August 2010 -January 2011

Uniform Sales Representative

Performed sales calls to potential clients with uniform needs (Mechanics, Fire and Rescue, Pharma Corps, Child Care facilities)

Successfully sold toiletry products and cleaning services after account was sold.

oversaw from close to delivery of accounts including Set up all new clients with measurements and product knowledge and

Tagged uniforms and pulled products to ensure accurate orders were sent out for new accounts.

Johnson Brothers Carolina Distributing/ E&J Gallo Winery Raleigh-Charlotte, NC April 2006 - June 2010

On-Premise Sales Manager/E& J Gallo MDP Representative, June 2008- June 2010

Hired, trained and managed the District Manager and 7 Territory Managers within the On-Sale Division.

In charge of product research and introducing wine suppliers from around the world for On Sale and Retail distribution.

Developed supplier pricing to meet company margins. Served as head contact for suppliers.

Managed Charlotte Market for On Premise Sales Manager

Coordinated sales distribution by establishing monthly/yearly quotas and goals for each sales territory

Analyzed sales trends and determined inventory.

Designed calendar programming and created short and long-term sales strategies to increase overall sales.

Maintained all pricing, created all division Excel files, used as controls for both sales markets

Aggressively generated new placements and sales by delivering client presentations and by working closely with target key accounts.

Led all meetings, evaluated employee performance, monitored customer trends.

Maintained overall spending and enforced yearly budget for wine samples.

On-Premise District Manager/E&J Gallo MDP Representative April 2006- June 2008

Received Certification Specialist of Wine (CSW) certificate.

Educated and promoted products through continuous training of sales force and accounts through seminars, sales meetings, wine tastings, wine dinners and educational materials daily.

Contributed to sales performance through sales calls to on-premise accounts

Analyzed & tracked sales goals to result, pre-planning and obtaining company, supplier distribution & goals.

Trained field salesforce in wine knowledge, sales technique, presentation skills, and customer service to optimize the effectiveness of the company in the given market.

Supported salesforce effectiveness by prioritizing, working with and directing the sales representatives.

Created and delivered sales reports to the Area and General Managers.

Measured and monitored team’s sales performance Recommend and implemented improvement plans to enhance performance per individual and markets.

Ben Arnold Beverage Company Charleston, SC August 2004 - April 2006

E&J Gallo Management Development Program Rep./On/Off Premise Territory Manager

Achieved strategic and brand goals set by suppliers and distributor.

Completed Apprentice Certificate for Wine, Spirits and Beer

Calculated discounts, margin, mark-up, percentage and volume of wines, spirits, beer

Provided outstanding customer service to accounts

Maximized the sales of supplier brands to the trade and customers through effective territory planning, selling, merchandising, wine education and communication, achieving company and supplier monthly objectives.

Completion of Beverage Professionals Wine Education course.

EDUCATION

East Carolina University Greenville, NC Graduation May 2002

Bachelor of Arts Sociology, Minor in Child Development and Family Relations

ACHIEVEMENTS & AWARDS

2019-2025 5-time Winner, Distributor of the Year, Prestige Beverage Group for NC (4 times) and VA (1 time)

2019,2023, 2024 Top On-Premise Distributor of the Year, Prestige Beverage Group

2021 Keynote Panelist, Women in Leadership Event, Prestige Beverage Group/ Johnson Brothers Distributing

August 2018 Cover and feature article, Wilmington Business Journal

2020-2024 Diversity and Inclusion Task Force, Prestige Beverage Group

2020-2024 Mentor Circle Participant, Prestige Beverage Group

November 2015 Nominee, Women to Watch, Wilma Magazine

2007-current Certified Specialist of Wine Certification

2006-2010 Management Development Program Recruit, E&J Gallo

VOLUNTEER and ACTIVISM

2023 - Present YCADA- Cheer Coach Certified, POP Warner Coast Cowboys

2022 - Present PTA Fundraising Chairman, Bradley Creek Elementary School

2018 - Present Committee Member/Social Committee, 2x Governor appointed, North Carolina Natural History and Life Science

2017 – 2024 Silent Auction Committee, The Children’s Museum of Wilmington Yacht Venture

2016-2024 Event Sponsor/ Fundraising Committee, Pink Ribbon Project

2008 - Present Non-Profit Fundraising, Azalea Festival, Wilmington, NC

2020-2021 Volunteer Committee Member, Run Coordinator, Girls on the Run Virtual Run

2020-2025 Event Sponsor/ Fundraising Committee, Make-A-Wish of Eastern North Carolina

2022 Volunteer Coordinator, Last Chance for White Pants, Wilmington’s Hospice Association

2018 Silent Auction Committee, JDFR

2017 Event Sponsor/ Fundraising Committee, North Carolina Central and SE North Carolina Food Bank

2017 Event Sponsor/ Fundraising Committee, MS Foundation

2016 Event Sponsor/ Fundraising Committee, Oasis School for Autism

2012 – 2014 Volunteer, Wilmington Domestic Violence Shelter

2007 – 2011 President, Alpha Delta Pi Sorority Alumnae Association

2007 – 2010 Team Leader, ASPCA Dog Walk

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