Joel Edmondson
Brooklyn,NY
Summary
Focused Sales Manager committed to motivating others and offering extensive knowledge penetrating new territories and promoting product lines. Highly effective mentor driven to assess individual and group performance to implement improvements and set goals. Determined individual with background in establishing and nurturing lucrative partnerships.
Overview
13
13
years of professional experience
Work History
Sales Manager On & Off premise / Brooklyn/SI & Queens , NY
Heineken USA
02.2021 - Current
- Manage the On and Off premise channel business for the outer boroughs
- Oversee a footprint of 2 million cases for total Manhattan Beer Distributor footprint
- Manage a team of two Sales Specialists in charge of driving our key initiatives in the market
- Presented HUSA sales strategy via cadence meetings once a month to a sales force of 30+
- Localize company marketing initiatives to drive execution in our key restaurants and venues around music and sports
- Develop key selling strategy across multiple channels including independent AOM, Chain Supermarkets & On-Premise
- Grew our key focus brands YOY: Heineken 0.0 by 15% and Heineken Original by 14% which equates to over 12K incremental Ces
- Drove the strategy and distribution drive around new product launces such as Heineken Silver and ready to drink cocktails (RTDs).
- Organized promotional events and interacted with community to increase sales volume.
- Implemented CRM systems for better tracking of leads, improving follow-up processes and communication within the team.
- Attended industry shows, conventions, and other meetings with primary mission of expanding market opportunities.
- Assisted in recruiting top talent for the sales team, contributing to a high-performing work environment.
- Directed sales support staff in administrative tasks to help sales reps close deals.
Sales Manager On & Off Premise / Suffern, NY
Heineken USA
02.2020 - 01.2021
- Manage the On and Off premise channel business for the Suffern market
- In charge of 900,000 + cases in both channels along with Manhattan Beer Distributors
- Manage a team on one in charge of supporting the distributor on all execution in the market
- Localize and drive HUSA strategy to meet overall company goals for sales.
- Created compelling presentations that highlighted product features/benefits to potential customers while addressing their pain points directly.
On Premise Sales Specialist /Brooklyn & Staten Island
Heineken USA
01.2017 - 02.2020
- In charge of Heineken’s Brooklyn On Premise business for core and emerging brands
- Building and leaving key relationship across account/groups and distributor partners i.e
- Manhattan Beer
- Took part in negotiating long term activations and securing new business such as House of Yes, Avant Gardner and Kings Theater
- Grew the Brooklyn territory in 2018 by almost 7%: Heineken, by 2% and Tecate, by 42%
- Oversaw 2017 & 2018 Green Room music platform throughout the Brooklyn market consisting of venue securement, sales, leveraging opportunities, POS, and all communication with
- Initiate and moderate communication with distributor partners on incentives, work with scheduling, and branch presentations
- Manage personal Budget along with people leader to secure ongoing activations, distributor incentives and sponsorship deals.
Operations Supervisor
UNION BEER DISTRIBUTORS
09.2015 - 01.2017
- Oversaw nightly warehouse operations of 15 or more union workers
- Manage entire workflow of picking and loading of product for 30 or more route trucks
- Assisted with product location management
- Contributed to Inventory counts and audits
- Ensure that all guidelines, policies and procedures are being followed at all times.
Operations Coordinator
ONEFINESTAY
07.2014 - 08.2015
- Prioritize and act on urgent requests from the guest services team
- Monitor all field based teams and track their progress against the schedule
- Control the flow of the field team operation and make last minute changes to improve workflow
- Senior Prep Team Lead
- Participate in training and development of new prep team managers
- Contribute best practices to quality assurances standards, such as overall home presentation
- Takes part in cross training program in other departments such as warehouse and Logistics.
Account Executive
YELP.COM
01.2013 - 05.2013
- Completed the 60-day Yelp Sales Development Program (YSDP)
- Surpassed the first month 5K quota by 1.5K
- Averaged above 90 sales calls a day
- Brought in over 30K in revenue
- Managed over 300 leads to drive the full sales cycle from introductory calls to closing deal.
Account Executive Intern
FOODTOEAT.COM
09.2012 - 11.2012
- Crafted sales pitches which acquired 30 new restaurants
- Took part in cold calls and walk-ins to sign-up new restaurants
- Managed relationships with existing restaurants to ensure deliverables.
Assistant Strategist on Sterling Jewelers Account
OMD Media Group, Omnicom Group
09.2010 - 09.2012
- Attended weekly briefings with client to present updates on strategy goals
- Participated in brainstorming sessions to cultivate campaign concepts and brand strategies
- Prepared 300-page deck yearly competitive analyses on products, demographics and market conditions
- Participated in 2 community outreach endeavors with minority colleges as part of the Diversity Council.
Education
Master of Arts - Industrial Organizational Psychology
Brooklyn College, The City University of New York
06.2014
Bachelor of Arts - Psychology
Medgar Evers College, The City University of New York
06.2010
Skills
- Motivational Skills
- Account Acquisition
- Performance Management
- Sales team training
- Sales strategy development
- CRM Software
- Sales Reporting
- Strategic account development
- Empowers high-performing sales teams
- Analytical problem solver
- Business Analytics
Accomplishments
- Created a company-wide, comprehensive training program for all sales team members such as Power BI and Category Development
- Sales incentive winner: Trip to Amsterdam & Trip to Coachella
Timeline
Sales Manager On & Off premise / Brooklyn/SI & Queens , NY
Heineken USA
02.2021 - Current
Sales Manager On & Off Premise / Suffern, NY
Heineken USA
02.2020 - 01.2021
On Premise Sales Specialist /Brooklyn & Staten Island
Heineken USA
01.2017 - 02.2020
Operations Supervisor
UNION BEER DISTRIBUTORS
09.2015 - 01.2017
Operations Coordinator
ONEFINESTAY
07.2014 - 08.2015
Account Executive
YELP.COM
01.2013 - 05.2013
Account Executive Intern
FOODTOEAT.COM
09.2012 - 11.2012
Assistant Strategist on Sterling Jewelers Account
OMD Media Group, Omnicom Group
09.2010 - 09.2012
Master of Arts - Industrial Organizational Psychology
Brooklyn College, The City University of New York
Bachelor of Arts - Psychology
Medgar Evers College, The City University of New York
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