David Howard
Kalamazoo
Summary
Dynamic sales leader with a proven track record at Reed’s, Inc., driving revenue growth from $300K to $5MM. Expert in national account management and distribution network development, I excel in building high-performing teams and executing successful product launches, fostering strong customer relationships to achieve exceptional results.
Overview
25
25
years of professional experience
Work History
Senior Vice President, National Sales
Reed’s, Inc.
Los Angeles
01.2020 - Current
- Managed and grew natural distribution broadline sales while continuing to excel profitability who reducing trade spend.
- Led national rollout of RTD alcohol brands across retail and DSD channels.
- Grew Midwest revenue from $300K to $5MM, creating one of the company’s top-performing regions.
- Built and managed a national DSD network including Heidelberg, Hensley, Wine Warehouse, Columbia, Beechwood, Hohenstein’s IDI, and Folsom.
- Secured national and regional placements with Meijer, Safeway/Albertsons, Whole Foods, Hy-Vee, Spartan, Cub, Schnucks, Kowalski’s, Whole Foods, HEB, Target and others.
- Designed sales incentives and execution programs that significantly improved distributor performance and shelf presence.
- Developed high-impact on-premise programs during the Moscow Mule category expansion.
Vice President of Sales
The PUR Company
Toronto
01.2017 - 01.2020
- Launched PUR Gum in the U.S., growing revenue from $800K to $10MM in under three years.
- Built a national sales team and broker network supporting conventional, natural, and non-traditional channels.
- Expanded KeHE business from $350K to $5MM.
- Won and grew national and regional accounts including Albertsons, Supervalu, Meijer, Hy-Vee, Whole Foods, Jewel-Osco, Schnucks, Fresh Thyme, Harmons, AAFES, and JoAnn Fabrics.
- Opened new channels generating $5MM in incremental revenue and launched multiple successful product extensions.
Vice President of Sales, Midwest
Reed’s, Inc.
Norwalk
01.2011 - 01.2017
- Led sales strategy development for diverse product lines at Reed's, Inc.
Founder & President
Direct Distribution
Kalamazoo
01.2001 - 01.2010
- Built a Red Bull distributorship from $160K to $11MM, servicing 3,000 accounts and selling 250,000 cases annually.
- Led a 25+ person sales organization across 12 counties with three distribution centers.
- Held full P&L responsibility across sales, marketing, operations, and finance.
- Created training and incentive programs that drove productivity, retention, and territory growth.
Education
Bachelor of Fine Arts -
Western Michigan University
Kalamazoo, MISkills
- National account management
- Distribution network development
- Sales strategy execution
- Product launch expertise
- Budget management
- Customer relationship management
Timeline
Senior Vice President, National Sales
Reed’s, Inc.
01.2020 - Current
Vice President of Sales
The PUR Company
01.2017 - 01.2020
Vice President of Sales, Midwest
Reed’s, Inc.
01.2011 - 01.2017
Founder & President
Direct Distribution
01.2001 - 01.2010
Bachelor of Fine Arts -
Western Michigan University