Sales & Brand Development Executive in Beverages

BRENDAN FEDERMAN

805-***-**** ***********@*****.***

San Francisco

SUMMARY

I have over 8 years of outside sales and marketing experience in the beverage industry, including building brands, event promotion, executing individual brand initiatives, and launching brands. I excel at building and maintaining strong relationships with key accounts because I am passionate about customer service and customer satisfaction. I am motivated and resourceful, and I have a history of consistently exceeding expectations. Proven skills include: business development, building and maintaining relationships, problem solving, resourcefulness, distributor management, budget management, and negotiation.

PROFESSIONAL EXPERIENCE

Gold Bar Spirits *Laid off due to downsizing. Letter of recommendation from President/Founder available upon request Market Manager 06/2025- 11/2025

• Responsible for all on and off premise sales in San Francisco

• Distributor management and engagement to foster win-win environment

• Developing and growing current accounts

• Utilizing CRM systems such as VIP to identify opportunities efficiently

• Creating programming to boost visibility and velocity

• Working with Levi Stadium for 49er sponsorship

• Onboarded, trained, managed team of 5 brand ambassadors Topo Chico Hard Seltzer

Market Manager 03/2023- 06/2025

• Managing distributor in order to foster a win-win environment

• Business development

• Strong communication with distributor in order to maintain alignment and earn preferred supplier status

• Growing accounts in the on and off premise through the use of programs/activations like engravings, account features, samplings, etc.

• Scheduling and managing activations on a weekly basis

• Identifying and selling into key on and off premise accounts and continuing to support with creative programs Improv Booze Free Canned Cocktails *Lost salary position due to budget cuts Market Manager 12/2022-03/2023

• Launched new Non-Alcoholic canned cocktail in CA

• Sold into regional chains like Bevmo, Total Wine, Oliver’s

• Distributor management and engagement to grow in an emerging category

• Created brand programming in order to increase visibility and velocity

• Activations/promotions with accounts and local communities Pernod Ricard

Key Account Manager 01/2022-12/2022

• Responsible for managing 75 on premise accounts

• Represented full portfolio and individual brand initiatives

• Brought national marketing programs to life

• Sold in new cocktail placements, chased points of distribution on backbar, and secured features such as happy hour

• Working closely with distributor in order to tackle initiative via ride along, email/text communication, and presentations

• Utilization of various programs such as Power BI and Compass to analyze my market and uncover opportunities

• Negotiated with accounts in order to create win win situations and build relationships

• Received 105% of my bonus in my first annual bonus Owl’s Brew

Regional Sales Manager 02/2020-1/2022

• Responsible for managing inventory, distributors, programming, and all accounts in CA

• Preparing presentations to gain new authorizations at regional chains (EX: Nugget Market, Oliver’s Market, Bi Rite, Vallarta’s Supermarket and more)

• Preparing and presenting incentives for distributor reps to enhance volume and support for the brand

• Brand education to distributors, retailers, and consumers to raise awareness and demand for Boozy Tea

• Identifying and selling into key on and off premise accounts and continuing to support with creative programs

• Conduct samplings, events, sponsorships, festivals

• Monthly travel throughout SoCal to support all markets The Brooklyn Brewery, 21st Amendment Brewery, and Funkwerks Key Account Manager 11/2018 - 12/2019

• Representative for 3 breweries (Brooklyn Brewery, 21st Amendment, and Funkwerks) covering two counties

• Took ownership of my territory covering both on and off premise channels of the market, and managing inventory with my distributor

• Won Sales Rep of the Year (2019), consistently received recognition during nationwide sales calls, and always exceeded expectations by having the most account calls across the sales team nationwide

• Grew distributor market by 55% in 2019 and earned preferred supplier status

• Launched Brooklyn Brewery brand in SoCal

• Managed two brand ambassadors

Anheuser-Busch *Contract position

Stella Artois Sales Manager 06/2018 - 10/2018

• Responsible for the largest and most influential Stella Artois on-premise accounts in the market

• Increased overall sales of Stella Artois by increasing rate of sale while securing feature, building relationships, and increasing brand awareness

• Executed brand specific programming in order to drive visibility and velocity

• Responsible for managing $36,000 annual budget

United States Beverage

Market Manager 07/2017-06/2018

• Solely responsible for launching a brand new beer, "Malibu Beer," into 1 of 3 test markets, gaining over 100 POD’s in first year

• Covered both on and off premise channels of the San Diego County market

• Communicated with the distributor and coordinated incentive programs to help build the brand

• Built strong relationships with distributors, retailers, and consumers, and executed marketing events EDUCATION

University of California Santa Barbara Graduated: June 2016 B.S Political Science GPA 3.4

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