Holly Haraway
Summary
Highly focused sales professional accustomed to exceeding goals and expectations. Successful sales, marketing & management career in the Beverage and Hospitality industries. Regular advancement to higher levels of responsibility due to outstanding job performance. Successful in identifying and capitalizing on opportunities to build brand awareness and drive sales growth. Proven record of creating, building & managing sales teams.
Overview
13
13
years of professional experience
Work History
Vice President of Sales and Marketing
High Spirits Hospitality
03.2019 - 11.2023
- Managed all aspects of revenue generating departments for: Events at Judson Mill Event Venue, Liquid Catering Bar Beverage Catering – offsite bar services for venues, businesses, and personal residences; Bravo1 Security – armed and unarmed security services; TopSide Pool Club – managed events and sponsorships; High Spirits Events – event production company
- Developed & nurtured new and existing business relationships with clients, vendors & community partners
- Motivated, track, coach & direct the sales team, including sales assistants and event planners
- Oversaw marketing department; strategize and implement effective marketing campaigns
- Responsible for maintaining the departments and individual sales budgets and goals and manage departments costs
- Compiled & presented regular reports regarding company sales, client satisfaction, market trends and performance rates
- Oversaw key accounts, events and sponsorships
- Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy
- Worked with Operations Division to ensure all day-of event logistic details are taken care of and customer expectations are met
- Worked with Finance Department to ensure all client invoices are correct, updated and in good standing.
Area Sales Manager – SC
Heaven Hill Brands
11.2016 - 10.2018
- Managed distributor daily, ensuring distribution objectives are achieved, promotional activity is taking place and adherence to brand policies
- Served as primary contact for distributor sales teams to ensure they are informed of local and national objectives and programs while providing support for all sales related activities
- Built integrated consumer & account programming to satisfy HHB marketing strategy while achieving distributor revenue and case goals
- Reviewed programs and execution updates with distributor management
- Trained distributor salespeople, observed competitive market activity and evaluated distributor execution against Heaven Hill Corporate initiatives
- Developed strong working relationships with key on & off premise accounts
- Presented and leveraged brands to increase volume and assist distributor in attaining goals and objectives
- Executed product seminars at accounts and with the distributor sales teams
- Provided National Account Mandate compliance updates as required
- Stayed informed of customer and consumer trends
- Aligned and participated with key local events which fit Heaven Hill strategy, including execution of national initiatives in local market
- Provided monthly market activity report to supervisor, including list of objectives, accomplishments, competitive activity and special projects.
On-Premise Area Manager - Spirits
Republic National Distributing Co.
08.2011 - 11.2016
- Hired, trained & managed statewide staff of up to 11 to conduct on-premise spirits sales and marketing
- Established annual brand performance calendar for key suppliers, developed & implemented programming to ensure annual goal achievement & supplier satisfaction
- Managed on-premise marketing budget – qualified & approved marketing opportunities to include key account partnerships, special events & sponsorships
- Planned, coordinated & successfully executed consumer marketing programs including brand experiential events, market visits and new product/initiative launches
- Sourced, created & managed point of sale & on premise resources to ensure positive return
- Developed effective measurement strategies to monitor sales representatives' performance towards sales goals
- Monitored competitive activity and market trends & created/adjusted strategy to combat
- Processed results and reported to RNDC management & supplier partners.
Retail Spirits Sales Representative – Global Division
Republic National Distributing Co.
05.2011 - 08.2011
- Represented distilled spirits portfolio to on-premise accounts within established Upstate territory
- Obtained sales, secured new business & serviced existing accounts by achieving new product distribution, back bar placements, wells, menus & promotions
- Monitored & responded to competitive activity & market trends
- Established sales & merchandising goals, developed strategies, prioritized & planned work activities to accomplish goals
- Prepared & delivered winning sales presentations for each call to include profit calculations & product knowledge
- Supported all brands by managing point-of-sale material and coordinating on-site tastings
- Facilitated training seminars for front of house staff to enhance product knowledge & strengthen sales techniques
On-Premise Spirits Sales Representative
Republic National Distributing Co.
03.2011 - 05.2011
- Represented distilled spirits portfolio to on-premise accounts within established Upstate territory
- Obtained sales, secured new business & serviced existing accounts by achieving new product distribution, back bar placements, wells, menus & promotions
- Monitored & responded to competitive activity & market trends
- Established sales & merchandising goals, developed strategies, prioritized & planned work activities to accomplish goals
- Prepared & delivered winning sales presentations for each call to include profit calculations & product knowledge
- Supported all brands by managing point-of-sale material, coordinating on-site promotions and developing & implementing drink menus
- Facilitated training seminars for front of house staff to enhance product knowledge & strengthen sales techniques
On-Premise Portfolio Specialist
Republic National Distributing Co.
12.2010 - 03.2011
- Responsible for increasing Constellation Wine US wine and spirits portfolio volume & distribution within 150 key on-premise accounts along SC Coast
- Identified opportunities for CWUS portfolio and formulated sales strategies to achieve desired result
- Established sales & merchandising objectives for each account and each sales call resulting in achievement of program goals
- Prepared & delivered professional sales presentations for each call, tailored to both distributor & account needs
- Developed educational & promotional activity to support key accounts, created portfolio awareness to drive growth for both wine and spirits
- Coordinated sales initiatives with distributor and supplier personnel to maximize effectiveness in market.
Education
Bachelor of Arts - Political Science
Furman University
Greenville, SCSkills
- New Business Development
- Key account management
- Sales presentation
- Sales cycle management
- Strategic planning
- Brand management
- Relationship Building
- Customer Service
Timeline
Vice President of Sales and Marketing
High Spirits Hospitality
03.2019 - 11.2023
Area Sales Manager – SC
Heaven Hill Brands
11.2016 - 10.2018
On-Premise Area Manager - Spirits
Republic National Distributing Co.
08.2011 - 11.2016
Retail Spirits Sales Representative – Global Division
Republic National Distributing Co.
05.2011 - 08.2011
On-Premise Spirits Sales Representative
Republic National Distributing Co.
03.2011 - 05.2011
On-Premise Portfolio Specialist
Republic National Distributing Co.
12.2010 - 03.2011
Bachelor of Arts - Political Science
Furman University
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