Dana Ferguson
TN
Summary
Beverage Sales Leader with 12+ years of experience delivering exceptional marketing and sales campaigns based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and consumer engagement to achieve overall sales goals.
Overview
11
11
years of professional experience
Work History
Area Sales Manager- Florida
G.O.A.T. Fuel, Inc.
05.2022 - Current
- Managed overall sales and execution for 16 wholesalers across the state of FL. Responsibilities included onboarding and launching new wholesalers, creating and implementing wholesaler goals/incentives, managing inventory, brand education, market rides, chain account management, key account management, field marketing/event management, pricing/billing/shipping coordination and aiding in region specific marketing efforts.
- Successfully onboarded 8 new wholesalers throughout the Southeast region, including our highest volume wholesaler in the country, Great Bay Distributors.
- Instrumental in increasing FL revenue from $500,000 to $1.8M May 2022-Dec 2023
- Established strong relationships with key retail accounts and local/regional chain accounts.
- Managed overall forecasting, budget, and ROI efforts for FL and aided in efforts across the Southeast as we expanded.
High End/Craft Beer Sales Representative
Anheuser-Busch InBev
12.2021 - 04.2022
- Focused on increasing ROS and overall profit by generating and maintaining relationships with top 100 key wholesaler accounts and effectively selling in new products both on and off-premise.
- Responsible for spearheading brand programming and working with wholesaler to ensure market execution standards were met.
- Led the country in new POD growth (top 10 of 200+) within account base in first 3 months in role.
- Continuously hit and exceeded KPI's, regularly going above and beyond to hit incremental incentives and win trips!
Wine and Spirits Market Manager
Anheuser-Busch InBev S.A
03.2020 - 12.2021
- Built brand awareness in local market and increased brand penetration by implementing revamped pricing structures, incentives, advertisement, and strategic wholesaler trainings.
- Liaised between senior management and front-line team members to implement effective changes and revitalize market growth by 180% (BABE) and 347% (Cutwater) YOY.
- Developed creative sales tools, including presentations, trend reports, kitted assets, and product data sheets. Specifically built in-depth sampling/social marketing program leading into 2021 Tampa Super Bowl.
- Mentored local personnel on best practices and protocols to maximize productivity.
- Built brand awareness in local market and increased penetration with proactive strategies.
Area Manager
Swish Beverages (BABE Wine)
04.2018 - 03.2020
- Capitalized on new sales and business opportunities by aiding in the education, training, and field efforts of wholesaler management and sales representatives.
- Grew overall business revenue by 200% in FL.
- Successfully transitioned and launched total portfolio of BABE wines from wine and spirits wholesaler, Breakthru Beverages, to the AB network of 18 beer wholesalers across the state of FL.
- Reviewed monthly operations to assess compliance with budgets and determine necessary adjustments for future plans.
Territory Manager- On Premise
Johnson Brothers Liquor Company
08.2015 - 04.2018
- Achieved sales goals, distribution targets and market share through proactive management of territory.
- Developed brand expansion initiatives and sales in 80+ key accounts, growing overall business in territory by 25%.
- Doubled spirits distribution and increased premium wine revenue by 30% in first year of employment.
- Succeeded in being one of four territory managers to reach the highest tier of completion for Gallo portfolio distribution drive, "Taste of the NFL", earning educational trip to Napa & Sonoma, CA.
- Completed Gallo University Wine and Spirits training course.
Independent Sales/Marketing Contractor
Strategic Group/ SEG/ Brand Activate
06.2013 - 08.2015
- Created and deployed successful marketing and promotional efforts to highlight offerings and engage customers at key accounts, festivals, and networking events.
- Worked alongside retail representatives to boost sales by enhancing product presentations and follow-up plans.
- Devised successful strategies to maximize account penetration and accomplish targeted sales goals.
Education
Bachelor of Arts - Interdisciplinary Social Sciences
University Of South Florida
Tampa, FL05.2011
WSET Level 2 Certified
Napa Valley Wine Academy
Online12.2018
Certified Cicerone
Skills
- Strategic Planning
- Time Management
- Coaching and Training
- Innovative Marketing Strategies
- Budget management
- Sales
- Brand development
- Relationship-Building
Timeline
Area Sales Manager- Florida
G.O.A.T. Fuel, Inc.
05.2022 - Current
High End/Craft Beer Sales Representative
Anheuser-Busch InBev
12.2021 - 04.2022
Wine and Spirits Market Manager
Anheuser-Busch InBev S.A
03.2020 - 12.2021
Area Manager
Swish Beverages (BABE Wine)
04.2018 - 03.2020
Territory Manager- On Premise
Johnson Brothers Liquor Company
08.2015 - 04.2018
Independent Sales/Marketing Contractor
Strategic Group/ SEG/ Brand Activate
06.2013 - 08.2015
Bachelor of Arts - Interdisciplinary Social Sciences
University Of South Florida
WSET Level 2 Certified
Napa Valley Wine Academy
Certified Cicerone
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