Braden Scrivner
Timnath,CO
Summary
Dynamic leader with 23 years of experience in the beverage industry, specializing in distribution, on-premise sales, and marketing. Adept at steering high-achieving teams to top regional performance in the U.S. for volume growth, in-store execution, and market share. Excels in coaching, training, and developing talent, showcasing exceptional leadership and strategic planning abilities. Skilled in fostering strong collaboration with internal and external stakeholders, cultivating key partnerships and driving strategic and innovative marketing initiatives, that has solidified our #1 energy brand status across our region.
Overview
23
23
years of professional experience
Work History
General Manager
Red Bull North America
10.2022 - Current
- Lead and manage a dynamic, high-performing regional marketing and sales team contributing $350M in annual revenue, that consists of 39 employees and 50 student marketers for a 7-state region (CO, NM, UT, WY, ID, MT, and E. WA).
- Secure and retain top-level talent through excellence in recruiting, training, coaching, and development, to deliver on the company's strategies and goals.
- Build and foster a productive work environment that creates an engaged and motivated culture, with a mindset to win.
- Drive collaboration and strategy between regional business verticals (off/on-premise sales and marketing) to create holistic business plans, programming, and events that increase sales, distribution, and bring in new consumers.
- Manage and own the business planning process across three regional business verticals that focus on global and national strategies and initiatives for short-term and long-term objectives and goals.
- Work closely with the U.S. and Business Unit leadership teams (marketing, on-premise, distribution, key accounts, finance, and human resources) to implement business strategies within the region, and with our distributor network and customers.
- Maintain strong and effective business relationships with our third-party distribution partners through consistent communication and feedback to ensure key business plan priorities are executed.
- Track and analyze key customer and consumer trends (e.g., dollar share, winning vs. competition, trial & awareness data, household penetration, etc.) and develop action plans to address market opportunities.
- Monitor market trends, competitor activities, and product developments to adjust sales strategies accordingly.
- Deliver against business plan marketing events, athlete projects, media outcomes, and consumer metrics.
- Manage the region's $12M annual budget for marketing, distribution, on-premise, and in-directs according to the business plan.
- Prepared detailed reports for senior leadership outlining key performance metrics related to operational success.
- Identified potential strategic partnerships with other organizations in order to increase brand awareness and reach new audiences.
- Negotiated and led all major Rockies Region partnerships- City of Denver, Kronke Sports & Entertainment (3 Venues & NBA deal with the Denver Nuggets, Alterra Mountain Company (19 Destinations), and Boise State University.
- Manage the region's $12M annual budget for marketing, distribution, on-premise, and in-directs according to the business plan.
Director of On-Premise
Red Bull North America
04.2019 - 09.2022
- Managed a top performing regional on-premise team consisting of 15 employees with 5 direct reports for a 7-state region (CO, NM, UT, WY, ID, MT & E
- WA)
- Met or exceeded my Musketeer KPI’s each year
- The Rockies on-premise team led the West Business Unit in 4 out 5 Musketeer KPI’s (Perfect Serve, Cooler Penetration, Complete Menu Entry, and Consumption Activation)
- Deliver on on-premise Volume Growth and Distribution
- Volume Growth vs
- Business Plan ranks #1 in the country for the Broadline channel and #2 for the DSD Channel
- In 2021, our on-premise team led the US in execution claiming the #1 spot out of 12 regions in 5 of the 7 KPI’s: # of Listed Accounts, Perfect Serve, Cooler Penetration, Perfect Visibility, and Complete Menu Entry
- Additionally, we were # 3 in Consumption Activation and #4 on Volume Growth vs
- 2019
- Leveraged additional assets and demonstrated resourcefulness during Covid by activating our Student Marketers, where we lead the US in gaining new distribution and activation in accounts
- This success also led to the promotion of 2 Student Marketers as full-time Musketeers on our team and a national best practice
- Secured a high performing team through excellence in recruiting, training, coaching, and developing each member to deliver RBNA strategies and goals
- As a result, 3 of my past mangers have been promoted to On-Premise Marketing Manager, Senior Brand Manager, and On-Premise Distribution Manager
- Executed 12 Music Festivals and 24 Paragastronomy events to target our EPC consumer and gain new consumers to convert relevance into consumption
- Worked closely with my distribution managers to develop KPI priorities, strategies, and goals for our distribution network (16 DSD Distributor Partners and 12 Broadline Distributor Partners) to ensure attainment of volume plan and distribution objectives
- Held mid-year and end of year reviews for our top distributors to benchmark their performance
- Continually analyze sales trends and account specific data to identify areas of opportunity, maintain competition awareness and develop strategic business planning
- Secure and manage budget for POS for sales team and distributor partners
Regional Marketing Manager
Red Bull North America
10.2017 - 03.2019
- Managed a top performing regional marketing team for 6 state region, across 3 verticals of marketing- Sport, Brand, and Culture
- Successfully managed team in executing over 84 top tier events in 2018
- This included Red Bull Rampage which was the most viewed Red Bull event globally with 6.9MM views
- Leveraged the Marketing Mix to aid in drive sales resulting in the Rockies Region leading all 12 Regions in the US in sales growth vs
- PY for 2017 and 2018 (8.2%)
- Sampling Team exceeded goals in Cans Sampled (+355K), Wings Teams Sales Support hours, and over 48K SBM cans seeded
- Developed an innovative BP19 plan with a strategic focus on winning the regions priority consumers
- Was the only region to gain a new consumer audience (Adventure) by making a well informed and provocative business case
- Additionally, the Rockies marketing team was the only region to gain approval in the BP process to add a regionally led consumer activation in retail
- Red Bull ranks #2 in overall beverage brands in the Rockies region, second only to Coke
Regional On-Premise Manager
Red Bull North America
04.2008 - 10.2017
- Managed regional on-premise sales team (7 direct reports) for 12 state region (CO, KS, UT, NM, NE, WY, MT, ID, ND, SD, W
- TX & E
- WA) and responsible for 44 distributor partners
- Currently Manage CO, WY, UT (4 direct reports) and 3 distributor partners
- Met or exceeded my territory sales quota KPI’s each year
- Sales team ranked #1 in 2014 & 2015 in RBNA for Musketeer on premise sales growth in the US
- Secured a high performing team through excellence in recruiting, training, coaching, and developing each member to deliver RBNA strategies and goals
- As a result, 6 out of my past 8 Musketeers have been promoted
- Develop KPI priorities, strategies, and goals for sales team to ensure attainment of volume plan and profit objective
- Step changed our business approach and team’s mindset to focus on OnP Marketing, Product Experience & Gaining New Consumers
- Worked cross-functionally with Marketing and Distribution in the OnP execution of 15+ Red Bull branded events and Nationally recognized Big Moments such as Sundance Film Festival
- Planned team’s yearly OnP budget and consistently evaluated to improve spending to yield a greater return on investment
- Successfully presented ideas and projects to secure incremental funding in which the budget increased by 140K (+20%)
- Create and maintain relationships with top customers to enhance and build the image of the Brand
- Continually analyze sales trends and account specific data to identify areas of opportunity, maintain competition awareness and develop strategic business planning
- Collaborate and manage distributor partners to ensure on-premise execution excellence and performance objectives are met
- Secure and manage budget for POS for sales team and distributor partners
On-Premise Manager- Musketeer
Red Bull North America
10.2007 - 04.2008
- Manage on-premise sales for Southern Colorado overseeing 120+ key accounts
- Increased territory sales by 20% while reducing the company’s investment by 38%
- Took the lead role in re-routing Colorado’s on-premise structure
- Selected by manager to train two new hire’s the role and responsibilities of the On-Premise Manager position
On-Premise Manager- Musketeer
Red Bull North America
07.2005 - 09.2007
- Managed on-premise sales for Northern Arizona overseeing 70+ key accounts where sales grew by 31% from 2005 to 2006
- Built strong relationships with key image and volume accounts
- This account base grew from 53 in 2005 to 74 in 2007
- Moreover, 5 of these accounts rank in the top 25 in volume sales for the Southwest Business Unit (Arizona, Hawaii, Utah, Southern Nevada, New Mexico, and Southern California)
- Managed largest alcohol beverage distributor in Arizona
- As a supplier, I was responsible for setting yearly sales goals and distribution goals for the distributor
- Met with key management in distributor to set sales incentives, brand trainings and performance evaluations
- Coordinated a national Red Bull event (Flugtag) in Tempe, AZ that drew over 73,000 spectators
- Executed sales programming and distribution drive leading up to the event
- Planned the VIP afterparty and negotiated with 3 host hotels
On-Premise Distributor Sales Manager
Red Bull North America (RBDC)
Las Vegas, Nevada
02.2004 - 06.2005
- Managed on-premise sales team for Red Bull Distributing Co
- And additionally called on 15 key accounts
- Responsible for recruiting, where I increased the sales team from 3 sales reps to 6 sales reps and 2 new account sales specialists
- Overall sales increased by 171% during tenure
District Sales Manager
Gallo Sales Company
Hayward, California
08.2003 - 02.2004
- Following an 8-week management training course, assumed responsibility for directing and training a 5-member sales team representing a territory consisting of 96 national chain accounts
- Sales team finished 1st out of 9 teams for the top team incentive contest by obtaining a combined 136% increase in sales
- Analyzed daily, weekly, and monthly sales trends to identify areas of opportunity for the continued improvement of the sales territory
- Evaluated sales representatives at 6-month intervals to identify personal sales opportunities and sales goals, in addition to outlining expectations and goals for career development
Sales Representative
Gallo Sales Company
02.2002 - 07.2003
- National Collegiate Recruit for the Gallo Management Development Program
- Named Sales Rep
- Of the Month for the Western Division- August, October, November, and December
- Completed intensive 10-week sales training program and attended, upon selection, the first Gallo Fine Wine Seminar
- Managerial responsibilities including college recruiting, new hire sales training and orientation
- Lead brand strategy meetings before Hayward distributor and regional sales force
- Exceeded expected results, by obtaining a high percentage of specific goals aligning with the company’s objectives
Education
Bachelor of Arts - Sociology, Minor: Leeds Business
University of Colorado
Boulder, CO12.2001
Skills
- Led the Rockies regional team to achieve the top-performing region in the US (12 regions total) for volume growth, execution in off/on-premise, and highest dollar share growth
- Region ranks #1 for core 15 distribution, #1 for independent volume growth, #1 for cooler distribution percentage, and highest growth YTD in shelf average
- Obtained highest growth in US for winning vs competition for small format key accounts and distributor managed accounts
- #1 Energy brand for dollar share in all 6 states, which included flipping the state of Utah from #2 to #1 in 2024
- #1 overall beverage brand for dollar sales in WY and ID
- Collaborated closely with regional marketing team to deliver the #1 globally viewed Red Bull event, Red Bull Rampage, Virgin UT
- Increased entry point consumer relevance through 3 large scale culture events (Red Bull Dance Your Style, Red Bull BC One Region Qualifier, and Red Bull Turn It Up)
- Achieved best in class recognition for gaining distribution through on-premise regional key accounts- Arctic Circle (71 locations), Fizz Drinks (60 locations), Parry’s Pizza (30 locations), and Movement Climbing Gyms (29 locations)
- Negotiated and led all major region partnerships- City of Denver Arts & Venues, Kronke Sports & Entertainment (3 Venues & NBA deal with the Denver Nuggets), Alterra Mountain Company (19 Destinations), Utah State University and Boise State University
Leadership Experience
- Interim Senior Director On-Premise West Business Unit, 04/22, 09/22, Selected by EVPGM to assist as the interim Senior Director On-Premise., Sit on the West Business Unit Leadership Team as the lead for our on-premise business.
- Interim Rockies Region GM, 06/21, 09/21, Selected by EVPGM to assist as the interim Rockies Region GM., Led the Rockies Region team during GM’s leave of absence.
- Product Innovation Road Map Team, 02/2014, 08/2014, Selected by leadership team to participate on the Product Innovation Road Map Team., 10-person team that researched product innovation and surveyed employee perspectives on topics that surrounded company culture.
- Pi Kappa Phi Fraternity, President, 11/99, 11/00, Operated and managed 130-man chapter/70-man residence., Awarded best Pi Kappa Phi chapter nationally and awarded locally as best fraternity at University of Colorado.
- Council of Archons, 05/00, 12/01, Appointed to a national committee consisting of 12 current chapter presidents., Committee selected from 120+ colleges throughout the nation to advise the national fraternity in reviewing and reforming existing policies in chapter operations.
Timeline
General Manager
Red Bull North America
10.2022 - Current
Director of On-Premise
Red Bull North America
04.2019 - 09.2022
Regional Marketing Manager
Red Bull North America
10.2017 - 03.2019
Regional On-Premise Manager
Red Bull North America
04.2008 - 10.2017
On-Premise Manager- Musketeer
Red Bull North America
10.2007 - 04.2008
On-Premise Manager- Musketeer
Red Bull North America
07.2005 - 09.2007
On-Premise Distributor Sales Manager
Red Bull North America (RBDC)
02.2004 - 06.2005
District Sales Manager
Gallo Sales Company
08.2003 - 02.2004
Sales Representative
Gallo Sales Company
02.2002 - 07.2003
Bachelor of Arts - Sociology, Minor: Leeds Business
University of Colorado
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