Occupation:General Manager |
Location:Clarks Summit, PA |
Education Level:Bachelor |
Will Relocate:YES |
Description
Accomplishments Sourced and acquired new product line for L.J. Kennedy, expanding market share and sales. Company lacked flavored malt beverage in its brand portfolio. Researched and sourced small mid-west brewery. Secured exclusive distribution rights for primary market and new territory in PA. Contract added 9,000 cases of product to existing volume. Opened series of new accounts. Increased overall market share. Streamlined & automated invoicing and sales reporting, saving $45K annual costs. Company invoicing was prone to inaccuracies. Reporting system was not providing timely data. Identified need for automating process. Sourced and purchased state-of-the-art program. Quickly eliminated invoicing errors. System produced previously unavailable reports, managed payroll and reduced staffing. Reenergized Genesee brand awareness in new market and upscale accounts, increasing sales 41%. Product line brand image was suffering. Evaluated markets and focused new programs on niche segments. Created marketing program to enhance brand image of two primary products. Used independent marketing company to evaluate consumer ratings. Increased favorable consumer awareness 15%. Generated significant sales growth in targeted markets. Turned around declining tavern sales, creating new marketing opportunity and increasing sales 27%. Tavern sales, accounting for 40% of company revenue, were in decline. Identified increased enforcement of DWI laws as root cause. Developed seminar, instructing tavern owners/managers on selling "take-out" products. Created merchandising program to create new business. Slowed declines in participating taverns and actually increased sales with many accounts. Created account rating program to re-focus sales, consolidating routes and saving $50K. Company faced imbalance of sales. Performed in-depth sales data analysis. Identified 70% of sales were generated by 50% of accounts. Developed volume sales rating A to C. Focused sales personnel on high-volume accounts. Revised delivery process to low-volume, reducing number of routes and lowering delivery costs.
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