Alicia Henrichs
Waukesha,WI
Summary
Results-driven business leader with expertise in process optimization, data-driven decision making, and cross-functional collaboration. Skilled at leading change in complex environments and aligning people, processes, and technology to improve efficiency and drive organizational growth. Recognized for strategic thinking, adaptability, and delivering consistent, measurable impact.
Overview
2026
2026
years of professional experience
Work History
Director of Business Process Management
Frank Beverage Group
2024 - Current
- Continuously evaluate business processes, systems, and workflows to identify opportunities for improvement, and increased efficiency.
- Design and implement standardized processes, ensuring strong communication, alignment, and change management across the organization.
- Lead a team of sales analysis and program administration professionals across a multi-company environment, managing more than 5,000 programs totaling more than $10 million in variable compensation annually.
- Collaborate with software vendors on system troubleshooting, new feature design, and enhancement requests to fulfill organizational needs.
- Conduct regular ERP system reviews with key stakeholders to assess system effectiveness and efficiency.
- Maintain sales system training resources, including manuals and video content, for delivery through the Learning Management System (LMS).
- Actively contribute to strategic planning sessions and enterprise-level initiatives.
Business & Systems Process Manager
Beer Capitol Distributing
09.2019 - Current
- Identify process gaps and inefficiencies, conduct root-cause analysis, and present improvement recommendations to senior leadership.
- Develop and maintain SOP documentation and video training content; deliver ongoing training workshops, and partner with management to ensure successful curriculum adoption.
- Partner with brand managers and supplier teams to develop and implement sales initiatives that drive stronger field execution and increased program participation.
- Execute version testing for route accounting systems and related integrated tools, ensuring mobile and backend functionality during system upgrades.
- Develop, maintain, and distribute ION and SQL reports to support internal operations and supplier requirements.
- Manage multi-million-dollar supplier budget frameworks in SharePoint and Power BI, ensuring accurate reporting for stakeholders.
Pricing Coordinator
Beer Capitol Distributing
02.2017 - 08.2019
- Managed monthly chain pricing adjustments for 19 major retailers, totaling more than 300 customers.
- Maintained product attributes and pricing database to ensure accurate information and pricing.
- Adjusted pricing discrepancies, comparing invoice and customer detail, with item quantity discounts.
- Streamlined reporting processes, enhancing visibility into pricing performance metrics.
Brand Manager
Beer Capitol Distributing
06.2015 - 01.2017
- Developed and executed brand strategies to enhance market presence and customer engagement.
- Conducted market analysis to identify trends, driving product innovation and portfolio optimization.
- Led the planning, rollout, and performance tracking of sales programs.
Marketing and Promotions Manager
Beer Capitol Distributing
06.2012 - 05.2015
- Led a mixed team of 19 part-time and full-time employees.
- Worked with the marketing department to create targeted advertising strategies for key customer demographics.
- Planned and prepared advertising and promotional material to increase sales of products during events.
- Developed campaigns, led design, and tracked results.
Marketing Assistant
Horny Goat Brewing Company
06.2010 - 06.2012
- Compiled product, market, and customer data to generate sales and profit projections.
- Supported event planning efforts, facilitating logistics for successful product launches and community engagement events.
- Coordinated marketing campaigns across digital and print platforms to enhance brand visibility.
Education
Bachelor of Science - Marketing
University of Wisconsin - Milwaukee
Milwaukee, WILeadership Academy
Madison College
Madison, WISkills
- Process Optimization
- System Integrations
- Data governance & compliance
- Business Intelligence
- Vendor Management
- Project Management
- Program Management
- Staff Management
- Budget Management
Accomplishments
NBWA Best Practice Sharing
Frank Beverage Group Employee Spotlight
Newaukeean Feature - Urban Milwaukee
SQL Quering Fundamentals 1 & 2
SharePoint Online for Administrators
Excel Formulas & Charts
First Aid & Emergency Response Certified
Timeline
Business & Systems Process Manager
Beer Capitol Distributing
09.2019 - Current
Pricing Coordinator
Beer Capitol Distributing
02.2017 - 08.2019
Brand Manager
Beer Capitol Distributing
06.2015 - 01.2017
Marketing and Promotions Manager
Beer Capitol Distributing
06.2012 - 05.2015
Marketing Assistant
Horny Goat Brewing Company
06.2010 - 06.2012
Director of Business Process Management
Frank Beverage Group
2024 - Current
Bachelor of Science - Marketing
University of Wisconsin - Milwaukee
Leadership Academy
Madison College