Christopher Stauder
Craft Beer & Adult Beverage Specialist
Alameda,California
Summary
Accomplished sales professional with a strong drive for boosting brand growth and achieving business success through strategic relationship building and solution-based selling techniques. Diverse sales background in on-premise, off-premise, venues, and key accounts, along with exceptional category management skills. Comprehensive understanding of all consumer channels of distribution, excelling in accessing key decision makers and fostering mutually beneficial business relationships to drive desired sales outcomes.
Overview
24
24
years of professional experience
Work History
Northern California Senior Division Sales Manager
Sierra Nevada Brewing Co.
3 2023 - Current
- Division Sales Manager for the largest territory in CA compromised of 17 counties including the Bay Area, Coastal Northern California, and the North State.
- Manage 7 distributors and 5 direct reports while meeting and exceeding sales goals by targeting existing and prospective accounts in an effort to maximize volume, points of distribution, and revenue per barrel at on and off-premise accounts in assigned geographical territory.
- Manage, communicate and recap distributor sales goals, ABP targets, coordination of incentives, operations, inventory levels, new product introductions, POS levels, creation of marketing materials, and execute scheduling and attendance of promotions and events in an effort to maximize the visibility for Sierra Nevada Brewing Company.
- Attained the highest volume growth nationwide, excluding the Southeast region, within our most established market in 2023.
- Made more account calls than any other Senior Division Sales Manager for the 4th straight year.
Bay Area Division Sales Manager
Sierra Nevada Brewing Co.
2 2019 - 3 2023
- Managed 3 tier 1 wholesalers in the Greater Bay Area, a team of 5 direct reports, and several of the top on premise venues in the nation.
- Surpassed sales objectives by strategically targeting both existing and prospective accounts to optimize volume, distribution points, and revenue per barrel across on-premise and off-premise locations within the designated geographical territory.
- Oversaw and communicated distributor sales goals, ABP targets, coordination of incentives, operational logistics, inventory management, new product launches, POS levels, creation of marketing materials, and the scheduling and attendance of promotions and events to enhance overall visibility for Sierra Nevada Brewing Company.
- Ranked #1 in nation in CRM performance in role within 6 months of hire. Lead team to successful achievement of more scorecard executables than all but 1 division in the nation after first full scorecard period after hire.
- Returned division to positive volume growth 5 months into role. Returned all wholesalers to positive volume trend within first 8 months in role, representing a double digit trend swing.
- Developed proprietary hard kombucha launch plan and attained more distribution than anywhere in the nation with smallest geo footprint in test and national rollout.
- Led team with #1 through #4 CRM ranking in highest volume division with 3 new head count in their first full bonus period in T1 21.
- 2023 Retook #1 Craft Nielsen spot in largest dollar market in the country for Sierra Nevada.
Director of Sales SoCal/AZ/NV
Anchor Brewing Company
11.2014 - 09.2018
- Responsible for day to day operations of 12 wholesalers in the largest population market in the country.
- Met and exceeded sales goals by targeting existing and prospective accounts in an effort to maximize volume, points of distribution, and revenue per barrel at on and off-premise accounts in assigned geographical territory.
- Manage and communicate distributor sales goals, ABP targets, coordination of incentives, operations logistics, inventory levels, new product launches, POS levels, creation of marketing materials, and the scheduling and attendance of promotions and events to enhance overall visibility for Anchor Brewing Company.
- Sales team ranked #1 for volume trend in nation 3 of 4 years in role.
- 11.3% growth after acquisition representing a 20%+ trend swing vs home market.
Northern California and Nevada District Manager
Green Flash Brewing Co.
02.2013 - 11.2014
- Manage distributors throughout the Northern California/Northern Nevada region while meeting and exceeding sales goals by targeting existing and prospective accounts in an effort to maximize volume, points of distribution, and revenue per barrel at and on and off-premise accounts in assigned geographical territory.
- Manage and communicate distributor sales goals, ABP targets, coordination of incentives, operations logistics, inventory levels, new product launches, POS levels, creation of marketing materials, and the scheduling and attendance of promotions and events to enhance overall visibility for Green Flash Brewing Company.
- Doubled volume in time with the company.
- Achieved the #1 growth nationwide within the tenure of the role.
Key Account Representative
DBI Beverage San Francisco
10.2009 - 02.2013
- Maximize sales volume, profitability, and market share growth within assigned key accounts in San Francisco.
- Manage an extensive portfolio of beer and non-alcoholic beverages to achieve sales objectives, expand distribution, meet new product introduction goals and ensure the successful execution of promotional programs
- Leverage portfolio and selling skills to ensure maximum floor presence versus the competition.
- Lead a team of merchandisers to ensure exceptional customer satisfaction and achieve competitive success.
Category Manager
DBI Beverage San Francisco
8 2008 - 10.2009
- Enhanced sales and profitability within the beer category at targeted off-premise accounts, including key accounts and independent retailers, by developing and implementing schematics through space management software.
- Utilize fact-based selling techniques and Nielsen data to secure buyer agreement and implement new schematics to maximize beer sales.
Sales Representative
DBI Beverage San Francisco
09.2005 - 08.2008
- Maximized sales volume, profitability, and market share growth of bars, restaurants, and off-premise accounts within an assigned territory in San Francisco.
- Manage an extensive portfolio of beer and non-alcoholic beverages to achieve sales objectives, expand distribution, meet new product introduction goals.
Sales Representative
Mesa Beverage Company
02.2003 - 01.2005
- Maximized sales volume, profitability, and market share growth of bars, restaurants, and off-premise accounts within an assigned territory in Solano County.
Merchandiser
Merchandise Support Services
1 2003 - 1 2003
- Conducted resets as the category management lead as well as represented a portfolio of suppliers within the consumer package good industry to ensure proper shelf placement and store level merchandising as contracted at key accounts throughout Northern California.
Merchandiser
Capital Beverage
1 2002 - 1 2003
- Stocked, rotated, and built displays at assigned accounts throughout the greater Sacramento area
- Ensured quality assurance as well as booked incremental displays for featured ad items to maximize sales in chain accounts.
Merchandiser
Coors Distributing Company
01.2001 - 12.2001
- Stocked, rotated, and built displays at assigned accounts throughout the greater Orange County/Los Angeles area
- Protected quality assurance as well as booked incremental displays for featured ad items in order to maximize sales in chain accounts.
Education
BA -
San Francisco State University
Skills
Customer Service Management
On Premise Sales
Off Premise Sales
National Accounts
Venue Management
Category Management
Team Leadership
Supply Chain Logistics
Syndicated Data Specialist
MS Office/VIP/CRM Profecient
Goal Planning
Innovation Launches
Honors & Achievements
- Division Sales Manager of the Year 2021
- Reyes President Cup Winner 2022
- RBG Presidents Cups 2nd Place Winner 2023 2024
- 2022 2023 and 2024 Top Performing West Coast Distributor Award- Golden Brands SF
- Top Performing Division Manager Sales trend in CA 2022,2023, and 2024.
- Coached Sales Rep of the Year in 2021 and 2023.
- Grew Top On Premise venues in the nation (Outside Lands & SF Giants) 3 of the last 4 years.
- Best sales trend in California for 3 straight years
- Most account calls made by any Division Manager for 4 straight years.
Timeline
Director of Sales SoCal/AZ/NV
Anchor Brewing Company
11.2014 - 09.2018
Northern California and Nevada District Manager
Green Flash Brewing Co.
02.2013 - 11.2014
Key Account Representative
DBI Beverage San Francisco
10.2009 - 02.2013
Sales Representative
DBI Beverage San Francisco
09.2005 - 08.2008
Sales Representative
Mesa Beverage Company
02.2003 - 01.2005
Merchandiser
Coors Distributing Company
01.2001 - 12.2001
Northern California Senior Division Sales Manager
Sierra Nevada Brewing Co.
3 2023 - Current
Bay Area Division Sales Manager
Sierra Nevada Brewing Co.
2 2019 - 3 2023
Category Manager
DBI Beverage San Francisco
8 2008 - 10.2009
Merchandiser
Merchandise Support Services
1 2003 - 1 2003
Merchandiser
Capital Beverage
1 2002 - 1 2003
BA -
San Francisco State University
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