David Sardina
Summary
As a seasoned Commercial Sales Director, I lead teams of passionate and talented professionals dedicated to delivering excellence and innovation in the spirits industry. With 20 years of experience, my expertise lies in the premium and luxury segments, complemented by a robust network of relationships with key national and regional accounts across the US. My primary mission is to create and execute effective go-to-market strategies that capitalize on our portfolio's unique strengths and differentiation. I am also responsible for developing and managing national and local commercial budgets, volume, and ROI targets. Collaborating closely with national brand teams, I drive consumer pull-through programs for each brand, ensuring the generation of compelling stories and value propositions that resonate with our customers and consumers. Thriving on challenges and seizing opportunities, my ultimate goal is to drive market share growth, revenue expansion, and enhanced profitability within a competitive and dynamic environment.
Overview
20
20
years of professional experience
Work History
Director National Accounts- Off-Premise
Edrington Americas
01.2017 - Current
- Create a National 5YR Strategy Plan for National Account Partners
- Create a National Strategy for Account Allocation of High Value and Super Aged Products
- Establish US sales strategy to National Accounts
- Establish working relationships with the largest retailers in the United States
- Actively engage senior-level and c-suite stakeholders in managed accounts
- Held National relationship for Total Wine and More, Costco, Delta Airlines, Walgreens, Walmart, Sam's Club, ABC Fine Wine & Spirits, Publix and more.
- Increased company revenue by streamlining processes and implementing cost-saving measures.
- Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
- Drove business expansion by identifying new markets, conducting research, and developing targeted marketing campaigns.
- Boosted client satisfaction rates through exceptional relationship management and prompt resolution of issues.
Commercial Director - Contract Consultancy
Irvine's Spirits
02.2024 - 09.2024
- Collaborated with product development teams to ensure alignment between customer needs and product offerings.
- Mentored junior staff members by sharing insights on best practices, fostering professional growth within the organization.
- Identified strategic acquisition targets, contributing to company expansion efforts.
- Developed strategic initiatives based upon company objectives aimed at accelerating growth.
Regional Director
Edrington Americas
01.2020 - 03.2024
- Led team through the 2020-21 pandemic and recovery navigating safety concerns, uncertainty, distributor inventory challenges, supply chain challenges, and customer challenges, while delivering above-plan expectations
- The only region in Edrington to deliver budget in FY2324
- Reorganized, recruited, and expanded the local team from 4 to 22 with highly skilled strategic managers creating the Florida Leadership Team and building the strategy for go-to-market
- Created new brand focus teams for The Macallan, Brugal 1888, and Super Premium Portfolio
- Set all KPIs and performance goals for team and ensured distributor partners inclusion of KPIs for external salesforce
- Ensure KPIs are S.M.A.R.T in development
- Ensure ethical and responsible team behavior in market through account and distributor partner activities
- Responsible for full P&L Budget for Florida- 3rd Largest Market for the US
- Plan and manage distributor programs aligning with distributor network budgets and strategies
- Align distributors to Edrington Strategies in all channels with Distributor Executive Leadership to deliver high performance and execute key initiatives
- Establish consistent approach in brand priority and goal development for team and distributor
- Utilize rich data sources provided for educated decision making
- Close monitor of ROI deliverables for all programs on key brands
- Use and translate Nielsen Data for stakeholders in Marketing and Finance
- Manage Overall budget, forecasting, landing estimate monthly, shipment and in market depletion phasing
- Attending all regional meetings for distributor alignment and Edrington internal business planning as needed
- Manage area spending budgets, accruals, and timely delivery of information for optimal spend deployment
- Rework all pricing guidance for distributor through Vistaar and deliver plan to distributor stakeholders for implantation in new fiscal year
- Ensure all compliance with brand strategies by internal team and distributor partners.
- Increased regional sales by implementing targeted marketing strategies and fostering strong relationships with key clients.
- Streamlined operations for improved efficiency by evaluating existing processes and introducing innovative solutions.
- Led a team of managers to achieve consistent revenue growth through effective leadership and strategic planning.
Area Manager
Edrington Americas
01.2015 - 01.2017
- Manage Distributor sales goals and relationships within three states and a controlled market
- Manage Market Pricing/Programming/Corporate Decision Systems
- Manage Multiple Budgets for POS/A&P/T&E/Inventory/Allocation per house/market
- Manage Deliverables for Shipment and Depletion Landings across distributors
- Remotely Manage 3 States and Control Market
- Remotely manage employees from central office in Washington DC
- Remain connected to Divisional Office in NYC and relevant brand teams.
- Increased team productivity by streamlining processes and implementing more efficient systems.
- Managed daily operations for optimal performance, ensuring timely completion of tasks and projects.
Florida Market Manager – On Premise Florida
Edrington Americas
01.2014 - 01.2015
- Florida On-Premise sales responsibility for the state of Florida
- Recruitment of new talent- Brand Ambassadors
- Manage distributor relationships within 4 Distributor houses across the state (Miami, Tampa, Jacksonville, Pensacola) – Republic National Distributing Company.
- Increased market share by identifying and capitalizing on emerging market trends.
- Implemented strategic marketing campaigns for improved brand recognition and customer acquisition.
- Analyzed competitor strategies and developed countermeasures to maintain a competitive advantage.
- Enhanced product offerings by collaborating with cross-functional teams to identify gaps in the market.
- Managed annual budget allocations, ensuring effective resource utilization for maximum ROI.
- Developed strong relationships with key industry partners, fostering collaboration and mutual growth opportunities.
- Led sales team training initiatives to improve performance and increase revenue generation.
Area Sales Manager-Hotel/Restaurant Division
Premier Beverage Company (Breakthru Beverage)
01.2009 - 01.2014
- Lead a sales force of thirty sales representatives and four sales managers while collaborating daily with multiple Area Sales Managers and Key Account Managers
- Responsible for all sales achievement for supplier fiscal years for On-Premise volume in Northern Division
- Develop executive direction for key account frequency in the direct vicinity of the corporate office
- Developed New Sales Development Position for On-Premise Wine/Spirits Territory Coverage.
- Increased sales revenue by developing and implementing strategic sales plans for the assigned territories
- Established strong relationships with key clients, resulting in increased customer retention and satisfaction.
- Enhanced team performance by providing ongoing coaching, training, and mentoring to sales representatives.
- Managed a successful sales team, consistently achieving and exceeding monthly sales targets.
- Launched new products successfully within the assigned territory by executing well-designed launch plans tailored specifically for each product line.
Field Sales Manager
Premier Beverage Company
01.2005 - 01.2007
- Weekly Interaction with Brand Suppliers to build brands and distribution within the Fort Lauderdale Market
- Supporting and increasing market share in accounts within my territory.
- Increased sales revenue by developing and executing strategic territory plans.
- Strengthened client relationships by providing personalized solutions and attentive customer service.
- Expanded market share with consistent prospecting and lead generation activities.
- Enhanced product knowledge, conducting regular competitor analysis to identify opportunities for growth.
- Collaborated with sales team members to achieve overall targets, sharing best practices and market insights.
- Boosted customer satisfaction levels, addressing concerns promptly and professionally.
- Increased territory sales by developing and implementing effective sales strategies.
Education
Bachelors in Professional Studies with concentration in Leadership -
FAU
01.2024
Associate of Applied Science - Business Administration
University Nevada Las Vegas (UNLV)
Las Vegas, NV01.2002
High School Diploma -
Iroquois Central High School
1995
Skills
- Agile
- Change Management
- Transformational Leadership
- Cross Organizational Collaboration
- Complexity Management
- Distributor Management
- Effective Leadership Standards
- Employee Development
- High Level Communication
- Meetings and presentations
- People First and Inclusion Mentality
- Problem Solving
- Relationship Building
- Remote Team Management
- Results Driven
- Sales Planning
- Servant Leadership
- Strategic Thinking
- Strong Business Acumen
- Team Retention
- Team building
Hobbies
Proud Father
Blues Guitar
Language Learning - Spanish
Home Improvement
Timeline
Commercial Director - Contract Consultancy
Irvine's Spirits
02.2024 - 09.2024
Regional Director
Edrington Americas
01.2020 - 03.2024
Director National Accounts- Off-Premise
Edrington Americas
01.2017 - Current
Area Manager
Edrington Americas
01.2015 - 01.2017
Florida Market Manager – On Premise Florida
Edrington Americas
01.2014 - 01.2015
Area Sales Manager-Hotel/Restaurant Division
Premier Beverage Company (Breakthru Beverage)
01.2009 - 01.2014
Field Sales Manager
Premier Beverage Company
01.2005 - 01.2007
Bachelors in Professional Studies with concentration in Leadership -
FAU
Associate of Applied Science - Business Administration
University Nevada Las Vegas (UNLV)
High School Diploma -
Iroquois Central High School
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