John Fehling
Rancho Palos Verdes,CA
Summary
Experienced Sales and Marketing Executive Driving CPG Growth With Innovative Program Strategy, Development, and Execution. Highly-motivated and results-driven professional with over twenty years of experience successfully planning, developing and executing key on and off-premise sales and marketing strategies to drive volume, distribution and market share growth. Regarded as an exceptional team leader and effective communicator who flawlessly articulates and executes market plans in a highly competitive environment. Excels at cultivating strong and lasting relationships in demanding, customer-focused roles. Respected as a forward-thinking, proactive executive who thrives on challenges, and utilizes communication, organization, and multi-tasking skills to exceed company goals and priorities.
Overview
20
20
years of professional experience
Work History
Vice President of Sales, Beer & Wellness Divisions
Best Brands Inc
Nashville, Tennessee
04.2022 - Current
- Recruited and relocated to lead Beer and Wellness divisions at Best Brands Inc
- Lead and manage high performing team of 60 sales and marketing professionals resulting in 35.8% dollar sales growth and volume growth of 37.1%
- Full Responsibility for P&L, Sales and Marketing, Supplier Partnerships, and Inventory Management resulting in GP growth of 30.7%
- Develop and implement chain plans for Kroger, Publix, Wal*Mart, and Total Wine including new item presentations, innovation development and activation
- Implement optimal sales organization restructure shaping sales organization for long term growth and profitability projected growth of 24% in 2024
- Wellness division dollar growth of +175.5% and case growth of +199.6% through recruiting new supplier partners, executing brand launch plans, and implementing full category solutions for Delta 9 brands
Sales Director, Kroger
Anheuser-Busch InBev (A-B)
Los Angeles, California
02.2017 - 03.2022
- Promoted and relocated to lead Kroger team, covering 13 states and 7 banners (Fry’s, Smith’s, Food 4 Less, Ralphs, King Soopers, Fred Meyer, and QFC)
- Lead and manage high performing team resulting in $58MM dollar sales growth ($991MM under management) and volume growth of 2.6MM cases (48MM cases under management)
- Prepare and present top-to-top business reviews with Kroger Senior Management to review and reinforce necessary actions to ensure full alignment of strategy to drive sales and share growth
- Develop and implement craft home market plans including new item prioritization, marketing plans, and execution strategies for Elysian, 10 Barrel, Breckenridge, Golden Road, and Four Peaks
- Achievements include Outperforming share targets 2017, 2019, and 2020, #1 Kroger Sales Director in KPI Achievement 2017, 2018, 2019, and 2020, Finishing 1st in National Sales Director Incentive in 2017
Senior Key Account Manager
Anheuser-Busch InBev (A-B)
Kansas City, Kansas
01.2014 - 02.2017
- Promoted to develop business at 293 decision points within the employee-owned Hy-Vee chain covering 8 states
- Manage sales development and account execution initiatives for the beer category within assigned decision points at Hy-Vee Grocery Stores, Hy-Vee Wine & Spirits, and Hy-Vee Gas Stations
- Leverage sales and marketing experience, relationships, and expertise to deepen overall partnership with Hy-Vee on selling strategies that enhance A-B’s brand execution through category management and pricing strategies
- Prepare and present top-to-top business reviews with senior management of Hy-Vee, and also at the local store level to sell-in ads, features, TPRs, shelf space and displays.
Key Account Manager
Anheuser-Busch InBev (A-B)
Kansas City, Kansas
06.2011 - 12.2013
- Promoted to lead sales, revenue and growth initiatives with venues and major national accounts
- Lead and managed national business, promotions, sales, product placement, and brand programming initiatives for 21 venue and chain account decision points in 12 Midwest states, selling 450,000 cases and generating $8.1 million in annual sales
- Built and cultivated effective relationships, and developed sales promotion, marketing, and distribution programs to increase sales, sell-in new packages and pricing, and introduce new products to key on-premise chain accounts and venues
- Managed strong partnerships with Applebee’s Corporation, Applebee’s Franchisees, Hooters, Buffalo Wild Wings corporate decision points, Fox and Hound, Johnny’s Tavern, Tanner’s Bar & Grill, Chili’s, and Outback Steakhouse; and at venues including Arrowhead Stadium, Kauffman Stadium, Sporting Park, Kansas Speedway, and Kansas City Int’l Airport.
District Manager
Anheuser-Busch InBev (A-B)
Kansas City, Kansas
01.2009 - 01.2011
- Promoted and relocated to lead sales growth initiatives and market execution with 3 Kansas wholesalers
- Managed a territory consisting of over 1,100 retail accounts selling 3.9 million cases of beer annually, growing sales and market share through the execution of local and national sales, marketing, promotional, and pricing programs
- Provided direction and leadership to wholesalers to identify sales opportunities, and maximize brand awareness, distribution, sales and profitability through communication of region priorities and development of annual business plan.
Region Sales Manager
Anheuser-Busch InBev (A-B)
Topeka, Kansas
01.2006 - 01.2009
- Promoted and relocated to manage local sales and distribution efforts of a 3.7 million case sales territory
- Managed key pricing, sales, marketing and operational actions to grow sales and market share for the A-B portfolio in the Western Kansas sales area working closely with 7 independent wholesalers and over 1,400 retail accounts
- Coached wholesaler personnel on performance goals, identified sales opportunities, set account-level objectives, developed market-level programs, monitored competitive activity, implemented pricing plan, and ensured retail execution.
On-Premise Marketing Coordinator
Anheuser-Busch InBev (A-B)
Kansas City, Kansas
01.2005 - 01.2006
- Recruited and relocated as primary contact with wholesalers, and focused manager of on-premise marketing programs
- Coached, trained and mentored a team of 13 Contemporary Marketing Representatives at 7 wholesalers to conduct on-premise promotions, trade calls, brand image building, merchandising, freshness, and selling skills at 250+ retail accounts
- Coordinated efforts with Geographic Marketing and interacted daily with wholesalers and field sales staff to ensure flawless implementation of region-specific programs including NASCAR, NCAA Big 12 Tournament, and Kansas City Chiefs.
Special Events Team Representative
Anheuser-Busch InBev (A-B)
Los Angeles, California
01.2004 - 01.2005
- Recruited to conduct on-premise marketing activities and promote Anheuser-Busch brands to contemporary adults
- Hired for a one-year assignment to organize and execute special event promotional plans, working with local wholesalers to improve product placement and sell-through during high-profile events in Southern California and various other cities
- Developed innovative promotions at retail accounts, and executed special event heavy-up programs: AVP Manhattan Beach, Hermosa Beach, and Santa Barbara; Michelob Ultra rollout in Dallas; Super Bowl in Jacksonville, FL.
Education
Bachelor of Science in Journalism with Emphasis in Advertising -
University of Kansas
01.2000
Skills
- Sales & Marketing Strategy
- Key Account Management
- Brand Building
- New Product Introduction
- Budgets / P&L
- Executive Leadership
- Business Planning & Analysis
- Pricing Strategy
- Team Leadership
- Wholesale Operations
- On/Off-Premise Promotions
- Retail Execution
- Special Events
- Sales Analytics
- Sales Planning
- Sales Forecasting
References
Professional References Provided Upon Request
Timeline
Vice President of Sales, Beer & Wellness Divisions
Best Brands Inc
04.2022 - Current
Sales Director, Kroger
Anheuser-Busch InBev (A-B)
02.2017 - 03.2022
Senior Key Account Manager
Anheuser-Busch InBev (A-B)
01.2014 - 02.2017
Key Account Manager
Anheuser-Busch InBev (A-B)
06.2011 - 12.2013
District Manager
Anheuser-Busch InBev (A-B)
01.2009 - 01.2011
Region Sales Manager
Anheuser-Busch InBev (A-B)
01.2006 - 01.2009
On-Premise Marketing Coordinator
Anheuser-Busch InBev (A-B)
01.2005 - 01.2006
Special Events Team Representative
Anheuser-Busch InBev (A-B)
01.2004 - 01.2005
Bachelor of Science in Journalism with Emphasis in Advertising -
University of Kansas
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