Annie Morrison
Livermore,CA
Summary
Results-driven National Account Manager with over 20 years of experience in the Beverage Alcohol industry, managing customer and distributor partners across all channels of trade. Proven track record of exceeding sales targets, expanding brand visibility, and leveraging relationships with customers. A strong communicator with the ability to connect, collaborate and influence across functions both internally and externally.
Overview
22
22
years of professional experience
Work History
National Account Manager - Costco
Brown Forman Corp
06.2023 - Current
- Responsible for over $100M in annual Brown Forman sales.
- Manage business across 8 Costco regions and 41 states.
- Build relationships with Costco regional and corporate buying teams.
- Partner with Brown Forman GM's and state leads to explore new opportunities, mitigate challenges and align on priorities.
- Work closely with regional finance teams, brand management and state managers to develop large scale "National Buy" programs.
- Routinely connect with production, brand teams, customer service, barrel program coordinators, and packaging and design teams to develop, coordinate and ensure timely and superb program execution.
- Continually educate and update key stakeholders on both internal and external factors affecting Costco's business trends.
- Act as liaison between International BF and Costco teams.
- National Account Manager of the year - F24
National Account Manager - Drug Channel
Brown Forman Corp
06.2021 - 06.2023
- Built strong relationships with both National and Regional buying teams within CVS and Rite Aid.
- Partnered and collaborated with distributor partners to develop and achieve incremental programming.
- Partnered with distributor teams in each of Brown Forman's regions to develop mutual performance objectives and deliver Brown Forman's key imperatives.
- Fostered an environment of collaboration and open communication with internal and external teams to ensure seamless execution of National Account programming.
Customer Account Manager - California
Brown-Forman
02.2013 - 06.2021
- Developed and implemented growth strategies within assigned National and Regional Chain accounts. National accounts included CVS, Target, Costco, and Walmart. Regional Accounts included Save Mart Companies, Raley's, Winco, and Cost Plus.
- Led all customer meetings including monthly programming calls, quarterly business reviews, and annual Top to Top meetings.
- Managed and partnered with distributor stakeholders to deliver business goals and initiatives.
- Collaborated with internal teams including National Accounts, Marketing, Finance, and Merchandising to achieve business objectives.
- Led monthly State Chain Alignment meetings and tertile TPS meetings with distributor.
Market Manager - Northern California
Brown-Forman
04.2011 - 03.2013
- Managed the On and Off-Premise General Market business for the East and South Bay territories.
- Provided oversight and programming for Northern California Specialty Grocery team including the Convenience Channel, Small foot-print chains, and Multi-cultural accounts.
- Delivered presentations, pricing, and programming for accounts including 7-11, Winco, Mollie Stone's, Lunardi's, Andronico's, Nugget Market, Ray's Foods, Tower Mart, and Holiday Market.
- Partnered with YMC Account Executives to cultivate buyer relationships and grow Brown-Forman share.
Off-Premise State Manager - Northern California
Brown-Forman
05.2009 - 04.2011
- Managed and partnered with distributor principles to exceed depletion and distribution targets.
- Planned, assessed, and adjusted course to ensure business objectives were met annually.
- Led channel strategy including programming development, depletion and distribution goal setting, combo creation, incentives, GSM presentations and post program analysis.
- Managed and led Brown-Forman and Greenhouse team of four.
- Oversaw Discounting, TMF, and Incentive budgets.
On-Premise State Manager - Northern California
Brown-Forman
05.2007 - 05.2009
- Oversaw Northern California On-Premise business and managed a team of two Market Managers and six dedicated agency employees.
- Conducted tertile Performance Reviews, provided team training opportunities, and created development plans as necessary.
- Developed training platform for all new Hive FMM’s in California.
- Collaborated with brand teams to develop Lighthouse programs to drive trial and increase share in Northern California on-premise.
Additional Positions
Brown-Forman & Young's Market Co.
09.2003 - 05.2007
- Jack Daniel's Market Brand Manager - Brown-Forman - 03/2006 - 05/2007
- On-Premise Market Manager - Brown-Forman - 09/2004 - 03/2007
- On-Premise Sales Representative - Young's Market Co. - 09/2003 - 08/2004
Education
Bachelor of Arts - Speech Communication
California State University - East Bay
Hayward, CA03.2002
Skills
- Multi-channel account and distributor management
- Business development and planning
- Performance management
- Analytics and insights
- Customer partnership
- Cross functional collaboration
- Persuasive communication
- Influencing without authority
Affiliations
- Women of the Vine & Spirits Partnership (BF Chair 2019-2024)
- Member - GROW, BUILD, EAST ERG's
- Member - Martin C. Kauffman 100 Club of Alameda County - nonprofit supporting families of fallen Police Officers and Firefighters.
Timeline
National Account Manager - Costco
Brown Forman Corp
06.2023 - Current
National Account Manager - Drug Channel
Brown Forman Corp
06.2021 - 06.2023
Customer Account Manager - California
Brown-Forman
02.2013 - 06.2021
Market Manager - Northern California
Brown-Forman
04.2011 - 03.2013
Off-Premise State Manager - Northern California
Brown-Forman
05.2009 - 04.2011
On-Premise State Manager - Northern California
Brown-Forman
05.2007 - 05.2009
Additional Positions
Brown-Forman & Young's Market Co.
09.2003 - 05.2007
Bachelor of Arts - Speech Communication
California State University - East Bay
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