Desired Job Title
TEXAS MARKET MANAGERKEY ACCOUNTS MANAGER SOUTH & EAST TXMarketing AssociateMarket ManagerWork Type
Full TimeLocation Preference
On-SiteRemoteHybridLocation: San Antonio, TX
Open to relocation: Yes
JESSICA YUEN HERNANDEZ
Brand Builder
San Antonio,TX
Work Preference
Summary
Strategic Market Manager with a decade in sales and distribution, driving off-premise growth from 78 to 260 accounts and establishing a strong on-premise presence. Expertise in managing large-scale activations and cultivating influential partnerships, resulting in significant brand visibility and sales growth within the spirits industry.
Overview
15
15
years of professional experience
Work History
REGIONAL MARKET MANAGER
Volada Vodka
09.2025 - Current
- Directed statewide market expansion across on- and off-premise channels, growing off-premise distribution from 78 to 260 accounts (+233.33%) and increasing on-premise presence to 60+ accounts from zero, significantly expanding brand visibility and market coverage
- Secured and expanded key retail partnerships (Spec's, Total Wine, independent chains), contributing to 66.7% peak depletion growth (574 → 957 cases) through strategic account development and in-market execution
- Developed tasting strategy and managed budget allocation for Texas, achieving 268 activations at peak.
- Led large-scale activations, sampling programs, and events delivering hundreds to 1,000+ consumer engagements per event, accelerating brand awareness, trial, and conversion
- Managed full event lifecycle, overseeing staffing, logistics, and inventory for 150+ activations annually, ensuring brand standards and operational efficiency
- Cultivated relationships with key buyers, beverage directors, and operators, expanding South Texas distribution from 3 to 44 off-premise accounts and improving long-term account retention
- Built and trained high-performing teams; developed brand ambassadors and promoted internal talent into expanded leadership roles, including Houston Market Manager
- Established influencer and social media initiatives, driving 10-20+ new followers per event and enhancing digital audience growth through in-person conversion strategies
- Analyzed depletions, account performance, and activation ROI to inform strategic decision-making, aligning experiential marketing efforts with sales growth and market expansion priorities
MEMBER ENGAGEMENT MANAGER
Texas Restaurant Association
03.2025 - 09.2025
- Drive membership growth, retention, and engagement through strategic outreach, relationship management, and value-based selling.
- Analyze member feedback and engagement data to refine offerings and improve retention outcomes.
- Executed acquisition campaigns and promoted member benefits to enhance product/service adoption and strengthen member participation.
- Coordinated industry events and leveraged follow-up strategies to convert prospects into active members.
- Collaborate cross-functionally to deliver communications, manage CRM data, and maintain accurate member records.
- Supported local chapter operations and event logistics to ensure seamless execution of association initiatives.
KEY ACCOUNTS MANAGER SOUTH & EAST TX
Casa Lumbre Spirits
08.2021 - 01.2025
- Boosted sales by addressing market challenges, achieving 58% growth in December 2024 and a cumulative increase of 263.6% for the year
- Identified and capitalized on volume opportunities through strategic collaboration with distributors and effective inventory/PO management
- Spearheaded brand education initiatives, enhancing product knowledge and driving VPO growth
- Melville, NY
STATE MANAGER
Remington Family Distillers
02.2020 - 08.2021
- Teamed up with Favorite Brands Distribution to penetrate new accounts growing volume 3x
- Cultivated strong distributor relations, ensuring product availability and efficient supply chain management
- Managed account relationships, facilitating consistent communication and timely follow-ups
- Led Caffe Del Fuego's expansion, launching two unique products during the pandemic
- Dripping Springs, TX
SALES CONSULTANT
Southern Glazers Wine & Spirits
03.2017 - 02.2020
- Boosted territory product output by 50% in year one and 25% in year two.
- Recommended for leadership due to exceptional sales performance
- Developed sales strategies to enhance local product visibility through effective menus and activations
- Supported sales initiatives across San Antonio and New Braunfels, driving regional engagement
- Collaborated with state corporations for impactful sales promotions. All driven by local connections.
FRONT OF HOUSE MANAGER
Fox's Pizza & Taproom
09.2015 - 03.2017
- Pioneered Auphan P.O.S. system, increasing operational efficiency
- Engineered staff training, enhancing five-star reviews and standard policies
- Created collaborative environment, enabling team to exceed service expectations
- Schertz, TX
Skills
- Market Analysis
- New Market Expansion
- Project Management
- Customer Relationship Management
- Customer Engagement
- Project Management
- Strategic Planning
- Budget Management
- Team Management
- Team Management
Certification
- CERTIFIED NOTARY PUBLIC, 12/01/24
- Sommelier Certification at Level 1, 01/01/18
- Hospitality Luxury Brand Management, 01/01/25
- Investment Risk Management, 04/01/24
- Business Analysis & Process Management, 04/01/24
Additional Work Experience
My initial employment was with Assisting Hands Home Healthcare, where I provided care to terminally ill patients. Upon my return to Texas, I settled in Corpus Christi and concurrently pursued my education at Texas A&M while managing two jobs to establish my career in the restaurant industry. My journey commenced as a hostess, progressing to server, server trainer, bartender, bar trainer, restaurant manager, and general manager. Ultimately, I relocated closer to my hometown of Hallettsville, Texas, where I embarked on my professional endeavors with Foxes Pizza.
Timeline
REGIONAL MARKET MANAGER
Volada Vodka
09.2025 - Current
MEMBER ENGAGEMENT MANAGER
Texas Restaurant Association
03.2025 - 09.2025
KEY ACCOUNTS MANAGER SOUTH & EAST TX
Casa Lumbre Spirits
08.2021 - 01.2025
STATE MANAGER
Remington Family Distillers
02.2020 - 08.2021
SALES CONSULTANT
Southern Glazers Wine & Spirits
03.2017 - 02.2020
FRONT OF HOUSE MANAGER
Fox's Pizza & Taproom
09.2015 - 03.2017
References
- James Lafleur, Casa Lumbre Spirits, j.lafleur@casalumbre.com, +1 (713) 213-5724, Central US Region Manager and Direct Supervisor
- Sean Crawford, Still Austin, (210) 396-8321, Hiring Manager and direct Supervisor at Southern Glazers Wine & Spirits
- Estela Garcia-Perez, SA Landscape, Estela@SALANDSCAPE.com, (210) 854-8980, Collaboration on events and a close friend
- Joel Rivas, Hagan Rivas Media & Marketing, (512) 521-8240, Collaborative communication on events with Saint City Culinary Foundation and prior restaurant F&B Purchaser
- Chris Cain, Advisor for Volada Vodka, (512) 426-4744, Aligned goals and direction of the company. Received direction and Reported market updates to Chris.