Erwin Rosales
San Jose,CA
Summary
Experienced professional with 18 years in the specialty coffee industry and nearly 4 years in sales enablement, marketing activation, and field execution, with hands-on experience managing marketing assets, trade show logistics, and cross-functional projects. Detail-oriented, proactive, and organized, with a deep passion for coffee and its culture.
Overview
6
6
years of professional experience
2
2
Certifications
Work History
Regional Sales Manager
Lavazza
San Jose
05.2022 - Current
- Manage the Pacific Northwest multi-state wholesale territory, generating over $1.6M in annual revenue, supporting specialty distributors, cafes, national accounts, and retail partners.
- Facilitate collaboration between sales, marketing, training, product, and operations, translating field insights into actionable improvements.
- Collaborate with marketing on the execution of field activations, ensuring the timely delivery of displays, signage, and sales tools that align with brand standards.
- Coordinate logistics for regional trade shows and industry events, supporting 8+ events annually through booth setup, asset shipping, and on-site execution.
Coffee Program Director
Academic Coffee Co.
San Jose
12.2019 - 04.2022
- Led the development and execution of the specialty coffee program, overseeing roasting, equipment selection, technical services, brew standards, menu development, and training.
- Developed educational materials and training programs for baristas and partners, simplifying technical coffee concepts into brand-aligned experiences.
- Produced digital media assets for marketing materials, online content, and print retail packaging, enhancing brand visibility and consumer engagement.
Education
Bachelor of Arts - Digital Media
San Jose State University
San Jose, CAAssociate of Arts - Graphic Design
DeAnza Community College
Cupertino, CASkills
- Cross-functional collaboration
- Customer relationship management
- Product knowledge and training
- Project management
- Sales enablement and field support
- Trade show coordination
Certification
Content Marketing Certificate - Hubspot - 2026
Timeline
Regional Sales Manager
Lavazza
05.2022 - Current
Coffee Program Director
Academic Coffee Co.
12.2019 - 04.2022
Bachelor of Arts - Digital Media
San Jose State University
Associate of Arts - Graphic Design
DeAnza Community College