Frank Mercante
West Islip,NY
Summary
Sales leader with over 20 years of experience in the beverage and CPG industry. Expertise in executing national and regional strategies, optimizing P&L performance, and fostering strong partnerships with distributors and customers to drive sustainable revenue growth.
Overview
23
23
years of professional experience
1
1
Certification
Work History
Key Account Manager
Red Bull North America
New York
06.2024 - Current
- Managed regional and chain account business plans, driving distribution, pricing, promotion, merchandising, and revenue growth across assigned retail customers.
- Executed distribution strategies for priority SKUs and package mix initiatives, ensuring alignment with company standards, retailer directives, and category growth objectives.
- Partnered with retailers and distributor partners to secure new item authorizations, expand shelf presence, and improve quality points of distribution (QPOD).
- Developed and delivered customized sales presentations utilizing category insights, consumer data, and pricing analytics to secure customer support and drive profitable growth.
- Negotiated and implemented pricing strategies that aligned with company objectives while meeting customer and market needs.
- Created and executed annual promotional calendars in partnership with retail customers, ensuring alignment with business objectives, merchandising standards, and sales goals.
- Managed promotional investments, point-of-sale materials, and display programs to maximize incremental sales, shopper engagement, and return on investment.
- Evaluated promotional effectiveness through post-event analysis, leveraging retailer scan data, sales performance metrics, and consumer insights to optimize future programs.
- Managed annual trade spending, distributor investments, and field operating budgets while maintaining financial discipline and maximizing program ROI.
- Established strong relationships with key decision-makers at regional, divisional, and banner levels, creating effective communication networks that strengthened customer partnerships and business performance.
- Conducted regular business reviews with customers and distributor partners, utilizing standardized reporting and performance scorecards to identify opportunities and address business challenges.
- Collaborated with Category Management teams to analyze retailer scan data, basket insights, and shopper trends, developing data-driven recommendations that improved category performance and sales results.
- Worked cross-functionally with Sales, Marketing, Category Management, Customer Marketing, and Distributor Partners to execute strategic initiatives and achieve annual business objectives.
- Increased distribution and shelf presence across key retail accounts through strategic selling and effective customer partnerships.
- Delivered sales growth by optimizing pricing, promotional programs, and merchandising execution.
- Improved ROI on trade investments through disciplined budget management, post-promotion analysis, and data-driven decision-making.
Field Sales Manager
Mark Anthony Brewing
New York
01.2023 - 06.2024
- Directed all aspects of brand management and sales execution within assigned territory, driving sustainable volume, revenue, and market share growth across multiple beverage categories.
- Led, coached, and developed a team of Field Sales Managers, providing strategic direction, performance management, and ongoing training to consistently achieve sales objectives.
- Delivered annual business plans by executing market-specific sales strategies, distributor programs, promotional initiatives, and customer development plans.
- Managed distributor relationships and served as the primary liaison between company leadership and distribution partners, ensuring alignment on sales priorities, execution standards, and growth objectives.
- Developed and implemented territory sales strategies based on market analysis, consumer insights, competitive trends, and customer opportunities.
- Oversaw allocation of sales resources, territory coverage, and execution priorities to maximize sales effectiveness and return on investment.
- Managed multimillion-dollar territory budgets, including trade spend, promotional investments, marketing programs, and customer incentives while maintaining profitability targets.
- Drove growth through innovation launches, strategic programming, account penetration, and execution of annual business planning initiatives.
- Monitored key performance indicators including volume growth, revenue performance, distribution gains, market share, and execution metrics to ensure achievement of business objectives.
- Built and maintained strong relationships with key retailers, distributors, suppliers, and internal stakeholders to drive execution excellence and long-term business growth.
- Influenced strategic decisions regarding budget allocation, product placement, promotional investments, and customer development initiatives to maximize market performance.
- Consistently achieved or exceeded annual sales, volume, and revenue targets.
- Increased market share through strategic distribution expansion, customer development, and execution of targeted promotional programs.
- Successfully launched and expanded innovation products while maintaining growth of core portfolio brands.
Sales Manager
Coke Florida
Fort Myers, Florida
06.2022 - 12.2022
- Lead cross-functional Coca-Cola system resources (marketing, finance, operations, etc.) to design and execute business plans that meet customer needs, grow beverage category profit and volume, and support total customer business growth.
- Partner with senior-level buyers to gain alignment, secure commitment, and drive support for key commercial initiatives and programs.
- Cultivated and managed relationships with key stakeholders through regular business reviews, reinforcing customer strategies and showcasing value delivered by Coca-Cola Company.
- Assessed and confirmed customers’ business needs and challenges across multiple buyers to develop tailored solutions that address specific opportunities.
- Translate account discovery insights into comprehensive business plans and contingency plans, collaborating closely with customer teams.
- Visit outlets and conduct routine restaurant audits to identify growth opportunities, close execution gaps, and ensure compliance with company and customer standards.
- Anticipated future customer needs through proactive strategic thinking and recommended solutions to enhance long-term business performance.
Brand Development Manager
Pepsi Bottling Ventures
New York, NY
08.2019 - 04.2022
Northeast Key Account / Sales Manager
- Managed the execution of new product launches and sales programs to drive growth and distribution of the VFB portfolio across the Northeast region.
- Developed sales forecasts, annual business plans, and go-to-market strategies to achieve revenue and volume objectives.
- Conducted brand performance analysis, sales tracking, and market reporting to identify growth opportunities and improve execution.
- Built and maintained strong relationships with distributor partners, ensuring alignment on sales priorities, promotional activities, and market objectives.
- Led the planning and execution of pricing strategies, promotional programs, and shelf optimization initiatives across key markets.
- Ensured effective deployment of POS materials, displays, and marketing assets to maximize brand visibility and consumer engagement.
- Managed and grew relationships with major supermarket and retail chains throughout the Northeast, including Stop & Shop, ShopRite, Wegmans Food Markets, Hannaford, Price Chopper, Acme Markets, Giant Food Stores, and Wakefern Food Corporation.
- Partnered with key accounts and distributor teams to secure new item placements, expand distribution, execute promotional programs, and deliver profitable sales growth.
- Activated and managed key customer relationships, negotiating programs and driving execution to achieve volume, revenue, and market share goals.Expanded portfolio distribution through forecasting, sales planning, and distributor management.
- Executed pricing, promotions, and in-store programming across key accounts.
- Strengthened market presence through data-driven analysis and targeted activation.
Northeast Market Manager
California Cider Company
New York, NY
02.2018 - 08.2019
- Managed five wholesalers across New York, New Jersey, Connecticut, and Rhode Island.
- Worked with distributor teams to increase sales, distribution, and brand awareness.
- Conducted ride-alongs with sales representatives to support account development and execution.
- Negotiated pricing and managed inventory levels to ensure product availability.
- Called on regional and national retail accounts to secure new distribution opportunities.
- Reviewed monthly sales data and developed plans to drive growth.
- Led monthly and quarterly sales meetings with wholesalers to review performance and priorities.
- Executed promotions, displays, and merchandising programs in the market.
- Built strong relationships with distributors and key retail customers to support business growth.
Sales Manager
Manhattan Beer Distributors
New York, NY
08.2003 - 10.2017
- Led a team of 10 Account Managers and 4 Sales Supervisors across Manhattan, managing over 1.1 million cases annually and 53.4% market share of the off-premise business.
- Managed relationships with 30+ suppliers and supported the execution of 100+ brands across local, regional, and national accounts.
- Increased territory volume by 13% (+130,000 cases) in 14 months through sales coaching, in-market training, and performance management.
- Developed and mentored team members, resulting in multiple promotions and leadership opportunities.
- Reduced operating costs by $250,000 annually through route and stop-count optimization.
- Led the rollout of an overnight delivery and merchandising program that reduced service issues, improved in-stock conditions, and generated 3.9% volume growth (+123,000 cases).
- Helped reduce parking violation expenses by $500,000 annually through improved delivery execution.
- Managed a portfolio of 30 brands, growing independent account sales to more than $40,000 per month.
- Achieved 13 consecutive months of sales and profit growth.
- Generated 26% volume growth and opened 120 new accounts within a pilot territory in Manhattan.
- Increased distribution of key brands from 54% to 91% through effective selling, merchandising, and display execution.
- Trained and coached sales teams on customer service, sales strategy, and retail execution to drive business growth.
Education
High School Diploma -
Mount Saint Michael Academy
The Bronx, NY06-1996
Some College (No Degree) - Business
Westchester Community College
Valhalla, NYSkills
- Key account strategy
- Account development
- Sales forecasting
- Market analysis
- Distributor and territory management
- Budget management
- CRM software proficiency
- Negotiation skills
- Cross-functional collaboration
- Key account strategy
- Problem solving
- Relationship building
- Account performance analysis
- Proficient in Microsoft Office
- Excellent communication
- Organizational skills
Certification
- Certified Cicerone
Timeline
Key Account Manager
Red Bull North America
06.2024 - Current
Field Sales Manager
Mark Anthony Brewing
01.2023 - 06.2024
Sales Manager
Coke Florida
06.2022 - 12.2022
Brand Development Manager
Pepsi Bottling Ventures
08.2019 - 04.2022
Northeast Market Manager
California Cider Company
02.2018 - 08.2019
Sales Manager
Manhattan Beer Distributors
08.2003 - 10.2017
High School Diploma -
Mount Saint Michael Academy
Some College (No Degree) - Business
Westchester Community College