Summary
Overview
Work History
Education
Skills
ADDITIONAL EXPERIENCE
Timeline
Generic

Carolyn Sellar

Bothell

Summary

  • Business Development and Managing Sales Director of Adventures in Whisky & Spirits – Branding, marketing, and event production for national and international spirit corporations.
  • National US Business Development Manager for House of Hazelwood of William Grant & Sons.
  • Leader in marketing, increased brand recognition, and sales development resulting in up to 80% sales increases by being results-oriented with an entrepreneurial approach which leads to exceeding KPI expectations.
  • Global consultant for targeted sales for trade placement and consumer development in key markets.
  • Spearheaded Washington State’s fundraising presence for the $1.4M HBCU scholarship fundraiser.
  • Produced hundreds of events ranging from corporate dinner event experiences, large donor fundraising events, once-in-a-lifetime luxury adventures, to large-scale outdoor events with attendance up to 2000 guests.
  • Cultivated extensive media relationships and marketing partnerships.

Overview

23
23
years of professional experience

Work History

Business Development and Sales Managing Director – CEO/OWNER

Adventures in Whisky & Spirits
10.2019 - Current
  • Provide regional and national brand management and consulting services on all aspects of expanding and developing revenue and market awareness for whiskey and spirits corporations.
  • Results oriented and entrepreneurial approach leading to exceeding KPI expectations.
  • Execute brand and distribution priorities in assigned markets.
  • Analyze and forecast market and sales trends, and propose new programs and priority accounts, using consumer segregation strategies.
  • Create new event strategies, develop new branding directions, and connect different organizations for short- and long-term collaborations.
  • Establish and nurture new account relationships and partnerships.
  • Brand Director and Producer of the largest Whiskey events in Washington State.
  • Coordination of unique public and trade events focused on sales development.
  • Manager of large teams and AIW staff with a focus on team building.
  • Extensive contract work in Business Development, Sales, and Event Management with over a dozen companies including: Brown Forman Corporation, Pernod Ricard USA, Hotaling & Co, LLC, Diageo, Southern Glazer’s Wine and Spirits, Quintessential Brands Group, and Suntory Global Spirits.

Sales and Marketing Director- Chief Operating Officer

Women who Whiskey Club - Seattle
12.2019 - 06.2025
  • Manage all operations for Women who Whiskey club in Washington State consisting of 850 members
  • Creating engaging and memorable weekly and monthly events for members
  • Develop new strategies to encourage new membership
  • Manage all P&L and budgets

National US Business Development Manager

House of Hazelwood
04.2024 - 05.2025
  • Direct and Manage United States market for all sales, strategy, and business development for the rarest luxury whisky collection in the world.
  • Responsible for the P&L of the United States market.
  • Manage all local and national distribution teams, including negotiating support to focus on brand development and distribution efficiencies.
  • Manage resources for strategic alignment for marketing both on and off premise partners and direct to consumer purchases for ultra-luxury portfolio.
  • Create and execute long-term plan for national market strategy, brand exposure, resulting in 55% increase in sales with high profitability across the country in less than 10 months. This was also accomplished during an uncertain and volatile market.
  • Manage resource allocation and budgets for the United States and direct the allocation of funds to state markets.
  • Onboarding and training of new staff and liaisons.
  • Provide quarterly statistical analysis for each key market to determine the level of needed investments and resource management to ensure positive ROI.
  • Create and nurture strategic partnerships for mutually beneficial market and brand exposures.

Business Development and Sales Manager - Contract

Uncle Nearest Premium Whiskey
04.2023 - 05.2024
  • Contractor in Marketing, Sales & Forecasting, Event Production, and Education in Washington State.
  • Increased On Premise Sales in Western Washington by 80% within 10 weeks, greatly exceeding sales KPI's.
  • Produce industry and consumer events for expansion into new accounts.
  • Develop and expand relationships with key accounts, distributors, and partners.
  • Spearheaded Washington State’s fundraising presence for the $1.4M HBCU scholarship fundraiser, which created dozens of new accounts, high media attention, and deep public relations with the local community.
  • Collaborate with many retail accounts to highlight and feature Uncle Nearest portfolio with multiple displays, case stacks, and theme pods.
  • Increased brand presence in a wide range of accounts, including sports bars, nightclubs, white-cloth dining restaurants, and the Seattle Space Needle.

Zookeeper, Conservationist, & Fundraiser

Woodland Park Zoo
05.2002 - 12.2022
  • In addition to being a long-time Animal Care Specialist and Conservationist, I was also a leader in Public Speaking, Donor Relations, Brand Development, Event production and Media Relations. I provided content and support for Zoo Public Relations and led large donor fundraising efforts for conservation causes. I am an innovator and a well-respected resource for creative thinking, which led to new and unique ideas that expanded a variety of business development and fundraising initiatives. I have been a fixture at WPZ as a lecturer and educator on several conservation causes. These presentations and social media content have directly resulted in strong loyalty to the organization. I’ve also garnered substantial financial donations to Woodland Park Zoo due to my accomplishments. My efforts have resulted in wide reaching brand awareness and financial growth for Woodland Park Zoo and other conservation organizations both locally and internationally.

Education

Bachelor of Science -

University of Washington
Seattle, WA
06-2002

Skills

  • Team Building
  • Sales Expansion
  • Brand Development
  • Trained Presenter and Educator
  • Media Relations
  • Marketing Evaluation & Development
  • Event Production/Planning
  • Trade Development
  • Budgeting & Forecasting
  • Strategic Planning
  • Public Speaking
  • Leadership

ADDITIONAL EXPERIENCE

Contributing Writer

  • Seattle Refined Magazine -Column Writer featuring community events and activities
  • Sip Magazine -Whisky & Spirits Column Writer featuring local bars, bartenders, and spirits
  • Wine & Whiskey Globe Magazine -Freelance Spirits Columnist


Whiskey & WildBites Event Manager/ Producer 

Woodland Park Zoo

  • Raised $1.2M for Woodland Park Zoo
  • Event Producer for 5000 guest events featuring more than 20 Spirit brands
  • Vendor and Production Manager


Business Development and Event Manager

Whiskies of the World, LLC

  • Fundraising for Tales of the Cocktail scholarship fund
  • Curate Partners for Whisky Productions and Events
  • Whisky Masterclass Instructor
  • Creator of unique VIP event experiences


Event Producer & Business Development Director

Seattle World Whisky Day

  • Fundraising for Redmond Women’s Shelter
  • Event production for 750 guest events featuring more than 50 whiskey brands
  • Head Whiskey Competition Judge


Business Development Senior Director and Event Producer

World Whisky Day PNW

  • Fundraising for Ballard Soccer Club
  • Event production for 750 guest events featuring more than 75 whiskey brands


Business Development Manager and Event Producer

Toast of Edmonds

  • Fundraising for Edmonds Waterfront Senior Center
  • Event production for 500 guest events

Timeline

National US Business Development Manager

House of Hazelwood
04.2024 - 05.2025

Business Development and Sales Manager - Contract

Uncle Nearest Premium Whiskey
04.2023 - 05.2024

Sales and Marketing Director- Chief Operating Officer

Women who Whiskey Club - Seattle
12.2019 - 06.2025

Business Development and Sales Managing Director – CEO/OWNER

Adventures in Whisky & Spirits
10.2019 - Current

Zookeeper, Conservationist, & Fundraiser

Woodland Park Zoo
05.2002 - 12.2022

Bachelor of Science -

University of Washington