Caribbean Beverage Sales Manager

LUIS F. FERNANDEZ

***** ****** ****** **** *****, FL 33433 561-***-**** *******@*******.***

OBJECTIVE Seeking a sales management position with a company offering compensation commensurate with my experience level and accomplishments.

SUMMARY A degreed professional offering 24 years successful experience as a Sales Manager and top producer for domestic and international sales/marketing programs on behalf of the adult beverage industry.

• Sales/marketing and distribution network strategist, credited with designing high impact promotions product introductions, and expansion initiatives for U.S. and international markets.

• Exemplary relationship building talents integrating multi-channel products, distribution, and retail interests. Thoroughly proficient with business partnering and networking protocols, including strong experience within Latin American countries.

• Participative, hands-on management style. Demonstrated talents to easily collaborate with both internal and external teams at all levels. Proficient in English and Spanish languages

• Successfully established highly profitable trade channels and distributor networks in Latin American and the Caribbean, resulting in multi-million dollar sales. EXPERIENCE

THE PATRON SPIRITS COMPANY, Las Vegas, Nevada

3/12 to 10/18 Area Sales Manager, Caribbean Region. Brazil

• Provided forecasting, budgeting, and sales/marketing planning for each country. Negotiated and developed all key trade accounts.

• Evaluated and interviewed potential local distributors for future brand development and new emerging markets.

• Directed up to 8 Brand Managers and a direct Field Manager from Patron Spirits Co in the region, in addition to the total distributor network.

• Closely mentored and developed retailers and distributors on individual basis.

• Developed non-performing regions by creating ground floor, major impact sales concepts and complete support systems. Doubled sales in the region within the first year. REMY COINTREAU TRAVEL RETAIL AMERICAS, Miami, Florida 04/09 to 03/12 Regional Sales Manager, Southern U. S. & Latin America Duty-Free Division

• Manage profit and loss business, pricing, and expansion logistics for U.S. and Latin American Duty Free Accounts (Mexico, Panama, Brazil, Argentina and Uruguay). Provide assessment, forecasting, budgeting, and sales/marketing plans for each country.

• Hand selected to manage the Cognac distribution, with projected sales of $11.5M dollars annually.

• Direct business actions and defend budgets/plans for 11 major retail accounts. Overcome economic and country-specific challenges including recession, H1N1 emergency issues, peso/dollar pricing strategies, etc.

• Build and maintain strong relationships with key industry players and decision-makers that advance company objectives and promote increased sales and profits.

• Create promotions that respond directly to demographic needs and increased market share goals.

• Research, evaluate, open, and develop new country and market opportunities. Participate in Latin America and North America duty-free conventions. 2005 to 2009 MAXXIUM TRAVEL RETAIL AMERICAS, LLC, Miami Lakes, Florida

(Joint Venture with Absolut Vodka, Jim Beam Bourbon, Remy Martin Cognac & Endrington Group) Regional Sales Manager, U. S. Duty-Free Division

• Directed P&L, sales/marketing, and pricing for top U.S. Duty Free Accounts. Managed a $1M budget.

• Successfully increased sales by 20% in two years, for the #1 account in the U.S. Duty Free Division, worldwide DFA/UETA.

• Promoted to manage accounts for both the U.S. Northern and Southern regions.

• Implemented brands and improved sales through effective promotions and concepts such as in-store tastings, resulting in a 120% increase in sales. Collaborated closely with the marketing department to maximize sales throughout the region. 2002 to 2005 FUTURE BRANDS, LLC, Boca Raton, Florida

(Joint Venture between Absolut Vodka and Jim Beam Bourbon) Regional Sales Manager, U S Duty-Free Division, Southern Territory

• Directed Duty Free business for a region that included TX, AZ, CA, and NM.

• Appropriately defined operations, budgets, and sales/marketing goals for each account. Created sales/marketing tools and strategies to achieve sales objectives.

• Consultant to clients regarding in-store merchandising, visual displays, and sales training.

• Trained point of sale personnel on product launches pertinent to Absolut Vodka flavors that included peach, raspberry, pear, and mango flavors.

• Successfully obtained increased sales and market share in previously underdeveloped markets in less than two years.

• Credited with implementing brand distribution and promotion strategies for the new division in less than 6 months.

E & J GALLO WINERY, Fort Lauderdale, Florida 1995 to 2002 2000 to 2002 Field Marketing Manager/Category Management

• Directed the category management segment for all Gallo Wines sold and distributed by Wal-Mart in the Caribbean and Latin America (Puerto Rico & Mexico).

• Supervised marketing and promotions in the Caribbean Islands of Dominica, Antigua, St. Kitts and St. Maarten.

• Conducted in-store analysis integrating the full spectrum of variables (related to regional, demographic, competitor selections, and pricing).

• Created promotions, product placement, and pricing plans responding directly to customer demands.

• Recruited, hired, trained, and developed distributor network and support teams.

• Accomplished top ratings for increased sales and market share in worldwide competition.

• Originated the category management program for Puerto Rico.

• Successfully expanded territory in Columbia from 1 distributor (who sold product to other distributors), to negotiating and opening direct sales to multi-city distributors.

• Analyzed each territory and implemented product mixes that produced top sales within that market. Significantly increased distributor sales to retail and restaurant clients. 1996 - 2000 Field Marketing Manager, Bogotá, Colombia (1997 to 2000), Panama & Central America (1996 to 1997)

• Promoted from a Sales Representative Trainee in Los Angeles. Managed for 24 accounts. EDUCATION Bachelor of Business Administration in Marketing, (minor in International Business) University of Texas at San Antonio, Texas USA

TRAINING Ongoing Management, Merchandising, Field Marketing, Sales & Fine Wine Training: E&J GalloWinery and Gallo International Services

• Intensive Sales Negotiation Training, Negotiation Academy Holdings/Business Negotiation Solutions

REFERENCES

Excellent References Available Upon Request

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