Erik Bauer
Spring,TX
Summary
Dynamic sales expert with over 30 years of experience driving beverage alcohol sales in competitive markets. Proven ability to identify and capture new business opportunities, with a strong track record in new product roll-out, market penetration, and enhancing bottom-line profitability. Expertise in program P&L management, employee and distributor recruitment, training, and motivational leadership ensures effective supervision of personnel and resources. Eager to embrace challenges that foster the advancement of sales and marketing skills while contributing to long-term company objectives in a growth-oriented environment.
Overview
31
31
years of professional experience
Work History
Regional Sales Manager
Trinity River Distilling
10.2024 - Current
- Managed team of 4 area sales representatives and consistently achieved high sales targets.
- Finalized sales contracts with high-value customers.
- Mentored new hires on best practices for building rapport with clients, ultimately contributing to a higher retention rate of customers within the territory.
- Contacted key accounts regularly and achieved high satisfaction scores by routinely re-assessing needs and resolving conflicts.
Division Sales Manager
ASAHI-INDEPENDENT DISTILLER’S
07.2015 - 12.2024
- Asahi produce Beer and Spirits brands across the Globe. USAs showcased with Twisted Shotz and Asah Super Dry.
- Responsible for all aspects of Twisted Shotz across a 7 state region (TX, AR, OK, LA, AL, MS, TN) working with our distributor partners on new product launches, chain presentations, distributor personnel development, drive volume and profit.
- Create and implement new strategies to drive consumer pull through new flavors and product innovation.
- Work closely with Distributor leadership to identify the challenges and opportunities in the market.
- Tracked and measured internal metrics and management reporting to identify performance and effectiveness of key sales driver programs.
- Developed local Chain Account programs increasing share of mind, brand placement and volume.
- Presented to state board members in 2 contract states working with them to create consumer awareness.
- Generated detailed sales reports and forecasts to analyze performance and track progress.
Region Sales Manager Southwest
OLE SMOKY MOONSHINE
06.2012 - 05.2015
- Managed all aspects of sales representatives for a 8 state region (TX, AR, OK, LA, MO, KS, NM, TN).
- Successfully rolled out 16 new SKU’s across the state as training and working with my team and Distributor partners to educate the story about Moonshine.
- Gained new authorizations in key chains across my region that include Spec’s, Twin’s, Pinkies, WB, Shnucks, Rouse’s, Winn Dixie and Total Wine.
- Identified, developed and executed strategic On Premise opportunities to drive brand awareness through trial and promotion.
Director of Sales Southwest
MARGARITAVILLE SPIRITS COMPANY
01.2007 - 03.2012
- Managed sales and marketing efforts across a 5 state region (TX, LA, AR, OK, KS) that account for 27% of total US volume.
- Directed sales through distributor business planning, shaping the market’s vision strategies, innovation and tactics.
- Created, tracked and measured internal metrics and management reporting to identify marketing performance and effectiveness of programs, channels and product mix.
- Managed and called on National Accounts Landry’s, Sullivan’s, Bappa’s, Buffalo Wild Wings, Texas Roadhouse etc.
- Managed $450K marketing budget and multiple agencies, media promotions and publications, including working directly with chain sales, field sales and distributor sales forces.
- Key results include:
- 2008: Over-delivered plan by 60%, Off set the market shortfall to ensure company delivered the total US profit objective.
- 2008: Launched Margaritaville prepared cocktails. Exceeded plan by 52%.
- 2007: Exceeded annual plan by +32%. Recognized by senior management as one of the top US producers.
Vice President of Sales and Marketing
WINDSTONE TECHNOLOGIES SERVICES
12.2005 - 01.2007
- Windstone Technologies, a family owned information technology company that builds and maintains small business computer networks.
- Oversaw all aspects of the daily business disciplines included HR, Pricing, Forecasting, Finance, Sales and Marketing.
- Directly managed 4 director reports. Responsible for sales mentoring, training and goal setting.
- Developed and drove the company’s innovation initiative that differentiated the company versus the competition and resulted in increased market share. Successfully increased sales by 22% while keeping expenditure flat to prior year.
Key Account Manager Houston, TX
DIAGEO
03.2001 - 12.2001
- Diageo is the world’s largest premium drinks company. Core brands include Smirnoff, Cuervo, Baileys, Crown Royal, Captain Morgan, and Johnnie Walker. Tenure characterized by frequent promotions to positions of increasing responsibilities.
- Developed Annual Operating Plan that was cultivated in a cross-functional environment. Resulted in Diageo Executive and Board approval for investment in strategic marketing plans.
- Delivered volume of 750K cases in 2005 while managing budget of $1.4 million.
- Managed all aspects of pricing, forecasting volume and market trends as well as managing distributor margin investment.
- Responsible for Strategic Key Account Planning with Business Partners to deliver agreed upon business objectives.
- Actively worked with Distributor Management, Area Managers and Sales Representatives to deliver brand marketing expectations.
Distributor Manager
FREDERICK WILDMAN & SONS
01.1999 - 02.2001
- Frederick Wildman & Sons is an importer of fine wines and spirits since 1934. Tenure characterized by frequent promotions to positions of increasing responsibilities.
On-Premise Sales Representative Houston, Texas
REPUBLIC BEVERAGE/TARRANT DISTRIBUTORS
06.1995 - 01.1999
- Responsible for On and Off premise wine sales and distribution for 150+ suppliers. Quickly promoted to on-premise sales after 6 months and significant growth territory volume. Key highlights and accountabilities included:
- Managed and Developed 400+ accounts including the Woodlands, Cand Conference Center (The Shell Houston Open), Del Frisco’s Steak House, Empress of China and Champion (PGA Tour Championship).
- Grew territory sales from $600,000 to $1,000,000 over a 3-year period. Growth driver through new distribution by the glass programs with staff incentives and wine dinners.
- Conducted in-depth sales presentations and staff education seminars.
Off-Premise Sales Representative Houston, Texas
REPUBLIC BEVERAGE/TARRANT DISTRIBUTORS
12.1994 - 06.1995
- Responsible for retail wine sales and merchandising. Priority brands included Kobrandi, Trinchero, and Palm Bay.
- Aggressively worked with suppliers to ensure complete understanding of respective brand strategies, channel strategies, target audience and product knowledge.
- Managed 40 store Chain Account territory and successfully increased sales +15% before being promoted to On-Premise.
Education
Bachelor of Science Degree - General Business
UNIVERSITY OF HOUSTON
01.1993
Skills
- Sales proposal creation
- Deal closing
- Customer service
- Lead follow up
Timeline
Regional Sales Manager
Trinity River Distilling
10.2024 - Current
Division Sales Manager
ASAHI-INDEPENDENT DISTILLER’S
07.2015 - 12.2024
Region Sales Manager Southwest
OLE SMOKY MOONSHINE
06.2012 - 05.2015
Director of Sales Southwest
MARGARITAVILLE SPIRITS COMPANY
01.2007 - 03.2012
Vice President of Sales and Marketing
WINDSTONE TECHNOLOGIES SERVICES
12.2005 - 01.2007
Key Account Manager Houston, TX
DIAGEO
03.2001 - 12.2001
Distributor Manager
FREDERICK WILDMAN & SONS
01.1999 - 02.2001
On-Premise Sales Representative Houston, Texas
REPUBLIC BEVERAGE/TARRANT DISTRIBUTORS
06.1995 - 01.1999
Off-Premise Sales Representative Houston, Texas
REPUBLIC BEVERAGE/TARRANT DISTRIBUTORS
12.1994 - 06.1995
Bachelor of Science Degree - General Business
UNIVERSITY OF HOUSTON