Annie Redmond
St Louis
Summary
Results-driven Distributor Manager covering 7 distributors in MO and IL. Leading the Midwest in +17% growth of new handles. Expertise in developing effective incentives and implementing strategic inventory management to maximize product visibility. Proven ability to build strong distributor relationships that drive sales and enhance brand presence. Lean heavily on Nielsen data for the on premise to present to distributors.
Overview
10
10
years of professional experience
Work History
Distributor Manager
Diageo Beer Company
11.2022 - Current
- Managing seven distributors across Missouri and central Illinois
- Currently leading the Midwest in new Guinness handles versus last year. 76 new Guinness handles versus last year
- Total market +7.8% FYTD: all distributors are positive
- Develop custom incentives to increase distributor engagement and distribution
- Created junior ABPs at fiscal year start, providing comprehensive plans and budgets.
- Created profitability sell sheets for distributors to help convert Guinness cans to kegs
- Coordinated with Midwest KAMs to arrange product samplings, pricing features, and distributor incentives.
- Worked with the Hotshots sports bar chain to get Guinness keg and 0.0 mandates across the country
- Pint Punch Card - creative program for holiday season and Father's Day
- Ran consumer engagement classes on Guinness history and food pairings
- Ran incentives for boilermaker programs: Guinness and Bulleit/Crown Royal
Sales Specialist
Diageo Beer Company
Chicago
03.2021 - 11.2022
- Worked closely with my DM, Matt Behr, and gleaned industry knowledge and distributor management.
- Covered two distributors in Chicago: Chicago Beverage and Burke Beverage
- Communicated incentives, updated trackers and highlighted gaps in chain commitments
- Built monthly business update decks
- Coordinated, ordered and managed POS for distributors and SEALs
- On-boarded and training two SEALs in CBS territory
ON/OFF Premise Beer & FMB Sales
Inspira
Chicago
07.2019 - 03.2021
- Covered over 70 on-premise accounts over two distributors in Chicago and near suburbs
- Large format grocery and independent liquor: multiple 30+ case displays, out-of-department and mandate execution at chain, Drizly gap closures, text rebate visibility
- +22% in Jewel/Mariano's from June 2020-2021 compared to last year when I took over route
- On premise solutions during Covid: consumer sweepstakes, "bingo" baskets, "Toucan for Two Cans"
- Created an oyster program in two non-traditional (non-Irish) accounts for incremental distribution
Guinness Brewery Ambassador
MKTG
03.2016 - 07.2019
- Received high-level training with the master brewer in Dublin, Ireland
- Covered a five-state region while also executing national events
- Planned and executed over 50 distributor GSM's on portfolio, history, and draft tech.
- Worked closely with regional off-premise and chain team to create new activations and consumer engagement events, led manager portfolio training; sold-in out of department displays
Education
Level 2
Cicerone Certification
01-2018
Bachelor of Arts - Audio Arts and Acoustics
Columbia College
Chicago05-2008
Skills
- Distributor management
- Inventory management
- Market analysis
- Incentive development
- Sales forecasting
- Guinness history and quality training
Personal Information
- I hold a US and Irish Passport allowing me to work in any EU country
Timeline
Distributor Manager
Diageo Beer Company
11.2022 - Current
Sales Specialist
Diageo Beer Company
03.2021 - 11.2022
ON/OFF Premise Beer & FMB Sales
Inspira
07.2019 - 03.2021
Guinness Brewery Ambassador
MKTG
03.2016 - 07.2019
Level 2
Cicerone Certification
Bachelor of Arts - Audio Arts and Acoustics
Columbia College