Charlie Wolff
Aliso Viejo,CA
Summary
Experienced in managing high-profile clients and consistently delivering exceptional customer satisfaction. Strong focus on acquiring profitable accounts. Skilled at identifying emerging markets and anticipating market stagnation to maximize distribution channels. Proficient in setting revenue goals and developing sales strategies to drive account performance. Capable of identifying customer demand through multimedia advertising, retail promotions, and market trend analysis. Effective in providing on-the-job training to Market Representatives to transition into key accounts. Demonstrated success in increasing wholesaler willingness to optimize product inventory levels. Adept in leading strategic account planning processes and establishing channel performance objectives and sales targets. Specialized in managing multi-product and multi-channel distribution to drive revenue growth and ensure constant business profitability. Extensive knowledge of trade business, including pricing, category management, production, inventory, distribution, and more. Seasoned leader with a proven track record of organic team growth.
Overview
18
18
years of professional experience
Work History
Beverage Consultant
Self Employed
01.2023 - Current
- Company Overview: Beverage Consultant - North America
- Build out regional and national retailers
- Build, develop, manage, and lead DSD distributors
- Influence and inspire commitment from Broker ownership & executives
- Actively participating in defining the Sales Support Strategy and the resources needed to support
- Maintain knowledge of competitor products, marketing programs, and industry trends and adapt the sales strategies accordingly
- Partner closely and work very collaboratively with Marketing, Operations, and Finance
- Meet and exceed Sales Execution goals as defined in the contract
- Help hire and train new employees
- Spot inefficiencies and problems and propose effective solutions to clients as well including plans that minimize costs
- Beverage Consultant - North America
Vice President of Sales
Rain Forest Water
Costa Rica
01.2020 - 12.2022
- Company Overview: Key sales leadership position for the company and accountable for driving company revenue, new item implementation and responsible for developing and executing key growth strategies
- Cultivate a customer-driven and high performing sales team through performance management, employee development, career progression, and rewards and recognition
- Develop, implement, and adjust sales strategies to optimize revenue, profitability, and market share for the retail and DSD channels
- Align the sales organization's objectives with the Company strategy driving overall business performance and profitability while meeting the customer's needs
- Maintain knowledge of competitor products, marketing programs, and industry trends and adapt the sales strategies accordingly
- Manage KEHE, UNFI and other DSD distributors across the USA/Mexico/Canada
- Key sales leadership position for the company and accountable for driving company revenue, new item implementation and responsible for developing and executing key growth strategies
Director of Sales
Flow Alkaline Spring Water
USA/Mexico
01.2017 - 12.2019
- Company Overview: Helped the sales from 1.2 million in 2017 to 4.8 million in 2018; selected to manage all aspects of growing Premium Water Company
- Conduct annual planning meetings with Partners in effort to gain alignment on goals, objectives and Brand strategy
- Develop a value-added role within the Distributor Partner Management Team; maintain contact with all Distributor Partners in the Region to ensure high levels of customer satisfaction
- Build and maintain Regional Key Account relationships in USA/Mexico; gain new distribution/authorization at targeted Key Accounts
- Meet and exceed Regional sales financial objectives by forecasting requirements; prepare an annual budget; schedule expenditures; analyze variances; initiate corrective actions
- Perform one-on-one review with each ASM to build more effective communications, to understand training and development needs, and to provide insight for the improvement of sales and activity performance
- Execute daily/weekly/monthly Sales Force Entry Reporting: Company Call Slides, New Distribution, Manage Brokers, Manage Foodservice channel, Manage and unlock new DSD distributors and Foodservice Distributors, Team Successes/Challenges, Identifying Trends, Determining Regional Sales System Improvements; Implementing Change
- Lead performance and development of the Area Managers; establish examples for Team in areas of personal character, commitment, organizational and selling skills, and work habits
- Helped the sales from 1.2 million in 2017 to 4.8 million in 2018; selected to manage all aspects of growing Premium Water Company
Director of Sales
Boxed Water Is Better
South West Region
01.2016 - 12.2017
- Company Overview: Selected to manage all aspects of growing Premium Water Company
- Trained the Sales Team of 6 District Sales Managers
- Tactically managed accounts (DSD Partners) comprising Whole Foods, Cost Plus, Albertsons, Ralphs, Total Wine, Beverages and More, Gelsons, Bristol Farms, and Sprouts
- Initiate and sustain industry-leading relationships with external account contacts to ensure the business receives constant leads to potential key clients
- Generate distributor business plans as well as incentives to attain business profit results
- Interface directly with assigned Distributors towards fulfillment of Annual Business Plan Goals
- Establishes sales objectives by forecasting and developing annual sales quotas for regions and territories
- Play a key role in projecting expected sales volume and profit for existing and new products
- Drive major national sales programs by developing sales action plans and training Selling Team within the assigned region
- Accurately forecasting future sales and forming sales plans to adapt to constant shifts in the marketplace and manage P&L
- Advice on defining sales and marketing strategies to safeguard the business value in a competitive marketplace
- Direct all aspects of Brand-Awareness Marketing objectives with Point-of-Sale materials
- Selected to manage all aspects of growing Premium Water Company
National Account Manager
Lorina Inc
West Region
01.2014 - 12.2016
- Company Overview: Increased sales in 21 Western States for one of the oldest lemonades, France and managed the complete revenue stream of $9.8 Million
- Managed accounts such as Whole Foods, Cost Plus, Albertsons, Ralphs, Total Wine, Beverages, Raley's, AJ's Fine Foods, HEB, Specs Harmon's and Sprouts
- Assisted in expanding the DSD footprint in key markets across the country to facilitate smooth achievement of key account goals
- Drove the entire sampling program for key customers through buyer's collaboration on pricing details and promotions
- Identified key improvement areas in account maintenance and implemented performance benchmarking activities
- Increased sales in 21 Western States for one of the oldest lemonades, France and managed the complete revenue stream of $9.8 Million
West Division Sales Manager
PepsiCo-Naked Juice/IZZE Beverages
01.2007 - 12.2014
- Company Overview: Led sales, marketing, and promotions for a specialty beverage division of PepsiCo
- Increased sales by 17%, 33%, 19%, 22%, 27%, 24% and 21% each year respectively
- Expanded distribution of IZZE and Naked Juice throughout the Western USA in chains and distributors
- Tracked the product volume, distribution functions, spending forecasts, and budgets
- Professionally worked with diverse departments such as national sales, food service, marketing, finance, and operations
- Drove cost-effective efforts to consistently improve market penetration and brand awareness
- Provided support to underperforming distributors in planning and attaining sales strategies
- Worked on demographic statistics to properly focus on vital geographical areas
- Ensured the IZZE product line was the number one in a niche beverage category with double-digit sales increases each year
- Replaced underperforming distributors and financial incentives with distributors that were more dedicated to the products
- Developed a positive environment, led sales rallies, attended key account manager calls, volume parties, and management meetings
- Formulated a distributed promotional calendar that allowed the respective team and customers to plan for upcoming events
- Improved territory distribution through smooth running of business communication, auditing and end customer coordination
- Created strategy for each regional grocery accounts including Stater Brothers, Basha's HEB, BevMo, Raley's, Save-Mart, Smart & Final, Gelsons Fred Meyer, QFC and Winco
- Developed Foodservice accounts Sodexo, Compass, and Aramark
- Expand distribution with key foodservice distributors Sysco, US Foodservice, FSA, Shamrock Foods, Ben E
- Keith, Jordano's, Goldbeg & Solovy and Southwest Traders
- Led sales, marketing, and promotions for a specialty beverage division of PepsiCo
Skills
- Strategic Business Planning
- Sales Training
- Customer Satisfaction
- Account Management
- Distribution Management
- Marketing Intelligence
- Promotions
- Revenue Stream Analysis
- Pricing Strategy
- Annual Sales Program Management
- Profit Growth
- Budgeting
- Category Management
- Business Review Meetings
- Performance Tracking
- Team Leadership
Awards
- Performance with Purpose Award, PEPSICO, 08/01/08
- North America Award, BECK'S
- West Division Regional Manager, 01/01/01 - 12/31/02
- West Division District Manager, 01/01/99 - 12/31/00
Timeline
Beverage Consultant
Self Employed
01.2023 - Current
Vice President of Sales
Rain Forest Water
01.2020 - 12.2022
Director of Sales
Flow Alkaline Spring Water
01.2017 - 12.2019
Director of Sales
Boxed Water Is Better
01.2016 - 12.2017
National Account Manager
Lorina Inc
01.2014 - 12.2016
West Division Sales Manager
PepsiCo-Naked Juice/IZZE Beverages
01.2007 - 12.2014