Carlos A. Medina
Phoenix,Arizona
Summary
Bilingual Sales & Marketing Professional with 15+ years of experience in the beverage & CPG industry. Proven track record in developing and implementing strategic sales plans, driving market share growth, and fostering strong customer relationships. Skilled in data analysis, business reviews, and collaborative team leadership. Dedicated to delivering results through strategic decision-making and effective distributor partnerships. Willing to relocate.
Overview
19
19
years of professional experience
Work History
Territory Sales Manager
Keurig Dr Pepper
05.2016 - 09.2024
- Developed and executed strategic sales programs to drive market share and revenue growth in regional accounts and UDS market
- Built and maintained strong relationships with key retail partners and distributors
- Prepared and presented data-driven business reviews and selling presentations to customers
- Analyzed sales data, market trends, and category insights to identify new business opportunities and inform strategic decisions
- Collaborated with distributor key account managers to develop programs driving incremental sales and floor space
- Led the development of annual operating plans with distributors, including budget management and volume forecasting.
District Sales Manager
Barcel USA
03.2012 - 04.2016
- Led strategic direction for Arizona's DSD market, overseeing sales operations, corporate initiatives, new product launches, and marketing activities, resulting in consistent year-over-year growth
- Served as key liaison between independent state distributor and Barcel USA, ensuring alignment of sales objectives, volume targets, and financial obligations, with focus in compliance with corporate goals
- Demonstrated adaptability and leadership by successfully managing 4 additional distributors across El Paso, New Mexico, Washington, and Oregon for 1 year, maintaining regional performance during team shortage
- Spearheaded development of data-driven quarterly business plans and forecasts, incorporating innovative regional initiatives, TPRs, and promotions that increased market penetration by 26%
- Excelled in regional key account management, creating and presenting strategic programs to buyers that resulted in a 30% increase in shelf space and 35% in revenue growth.
Lead Key Account Representative
The Integer Group (MillerCoors)
03.2006 - 06.2011
- Strategically managed a portfolio of 75 key accounts, driving MillerCoors's market share growth and achieving a 15% increase in overall account penetration
- Spearheaded new account acquisition and development, resulting in a 30% expansion of brand distribution and a 25% increase in case volume across the territory
- Designed and executed innovative sales and promotional programs aligned with MillerCoors business objectives, leading to a 35% boost in brand visibility and customer engagement
- Cultivated and strengthened relationships with major key accounts, including Food City and Phoenix Ranch Markets, resulting in a 25% increase in shelf space and premium positioning
- Led and coordinated a team of 15 brand ambassadors, orchestrating promotional activities that increased consumer engagement and directly contributed to sales growth.
Education
Bachelor of Science Degree in Business Administration - Business Management
University of Arizona
Tucson, ArizonaSkills
- Strategic Sales Planning & Execution
- Key Account Management & Relationship Building
- Data Analysis & Business Intelligence
- Distributor Partnerships & Collaboration
- New Distribution & Promotional Activities
- Annual Sales Planning & Forecasting
- Microsoft Office
- Oracle Siebel CRM
- Circana-IRI
- MicroStrategy Capstone
Account penetration
Brand Promotion
Customer Relationship Management
Business development and planning
Languages
Spanish
Native or Bilingual
Timeline
Territory Sales Manager
Keurig Dr Pepper
05.2016 - 09.2024
District Sales Manager
Barcel USA
03.2012 - 04.2016
Lead Key Account Representative
The Integer Group (MillerCoors)
03.2006 - 06.2011
Bachelor of Science Degree in Business Administration - Business Management
University of Arizona
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