Karylyn Parsons
Albuquerque,NM
Summary
A Wine Sales Professional & Consultant who Understands the Science to Drive Sales & Profits by Infusing Knowledge & Passion of Wine with Training, Customer Service & Commitment to Excellence
A performance-driven sales manager, team leader and motivator, offering more than 15 years of comprehensive experience, knowledge and achievements across wine sales, wine education and customer service disciplines and objectives. Ability to teach, coach and groom creative and resourceful teams, equip and empower them with the tools, knowledge and motivation required to meet the needs of any customer or challenge. Exhibit a sense of humor, positive attitude with a high level of common sense and a deep rooted passion for the wine and culinary industry. Trusted advisor, liaison, mentor and consultant who has fostered a solid reputation based on delivered results, dedication and an innate work ethic towards achieving individual, team and client goals.
Overview
31
31
years of professional experience
Work History
Wine Consultant and Events Director
PARSONS WINE MARKETING AND EVENTS
11.2015 - Current
- Direct and execute sales, marketing, product education and training programs that drive sales and branding for wineries targeting Northeast and Chicago markets. Create brand ambassadorships to increase brand awareness, sales and distribution. Plan, market, execute, host and participate in industry events, trade shows, classes, and wine & culinary festivals. Create private or in-house wine tasting events to introduce consumers to new brands.
Sales and Events Coordinator
BRIX WINE SHOPS
BOSTON, MA
01.2013 - 11.2015
- Manage all corporate business to business accounts and in store sales for two high volume locations | Responsible for coordinating and executing special promotional in house events and all off premise private tasting events | Set up all wine pairing for restaurant owners and professional chef clients | Source all special order merchandise, vendor relations
General Manager, Sales and Wine Consultant
LEEWARD ISLANDS MANAGEMENT
ST. THOMAS, VI
11.2011 - 12.2012
- Reported directly to the President | Responsible for sales P&L results exceeding $12M/year | Managed marketing budgets, supervised and trained a team of 5 in marketing higher-end wines, tailoring portfolios to individual tastes and client markets throughout US Virgin Islands | Directly managed and nurtured the top 20 accounts while overseeing all on- and off-premise sales | Participated in and set up wine promotion and selling activity events; Wine3 Trade show, St.Croix Food & Wine Experience and Taste of St. Croix | Vendor relations and negotiations on wine selections, pricing and market incentives | Branded the company as the Wine Educator to increase knowledge, sales and the passion for wine
Strategist and Wine Consultant
LEEWARD ISLANDS MANAGEMENT
TORTOLA, BVI
01.2009 - 12.2012
- Catered to large yachting population by provisioning primarily European wines to appeal to Canadian and English clientele | Responded to requests for specific wine portfolios | Educated clients and their wait staff in wine, wine pairings and assisted restaurants in creating menus with balanced wine complements | Trained 8 wine consultants on Tortola and in 12 other locations throughout the British Virgin Islands
- Initiated the combined purchasing with sister company to split trailers; increased turns and decreased out-of-stock
- Conducted market research for best locations to open a new warehouse/retail facility; supervised the warehouse
- Renovation and opening on Virgin Gorda, managed the project under budget
- Hand-selected California boutique wines to ensure resorts reflected refined and sophisticated tastes of their clientele
- Planned and executed a series of BVI Wine Maker Dinners, each featured different menus, wine makers and chefs
Wine Director and Sales Manager
LEEWARD ISLANDS MANAGEMENT
ST. THOMAS, VI
10.2000 - 11.2011
- Responsible or wine sales growth and market share | Consolidated and modernized company wine portfolio to appeal to American visitors who have replaced European travelers as primary customer base for US VI | Collaborated closely with nationwide distributors to create and track incentive programs | Worked with restaurants on wine pairing and wine list offerings | Oversaw all inventory and distribution | Played a lead role in overseeing all on-and off-premise accounts
- Landed Caneel Bay a Rosewood Resort, changed amenity program from 80 cases of bottle rum to 500 cases of Moet
- Increased wine sales both on and off premises on St. Thomas 37%, St. Croix 28% and St. John 14%
- Created and conducted a wine school training program for company staff and over 40 restaurants and their teams
Account Representative
PREMIER WINE & SPIRITS / CLASSIC WINES
St. Croix, VI
01.1996 - 01.2000
- As the first employee for a new wine distributor, independently managed all sales and marketing, inventory, and inter-island shipping and deliveries | Maintained accounts receivables and payables | Created solutions for a new operation.
Education
Certificate - Fine Wine Appreciation I & II
Gallo Wine Academy
Sonoma, CACertificate - International Wine Seminar
Kobrand Corporation
Sonoma, CACertified - Spanish Wine Educator
Wine Academy of Spain
Puerto RicoSkills
- STRATEGIC SALES PLANNING
- PRODUCT SELECTION & PLACEMENT
- PRICE NEGOTIATING & SETTING
- INVENTORY CONTROL & DISTRIBUTION
- NEW BUSINESS DEVELOPMENT
- TERRITORY EXPANSION & MAINTENANCE
- ACCOUNT MANAGEMENT
- SALES BUDGETING
- PRODUCT PROMOTIONS
- SALES RETENTION
- VENDOR RELATIONS
- MARKET RESEARCH
- TRAINING & EDUCATING
- MENTORING & MOTIVATING
- TEAM BUILDING & LEADING
- STAFF MANAGEMENT
- REVENUE & PROFIT GROWTH
- ACCOUNT RELATIONS
- BRANDING & PUBLIC RELATIONS
- SPECIAL EVENT PLANNING
- WINE PAIRING & WINE LIST
- WINE COLUMNIST/JOURNALIST
- INCENTIVE PROGRAM
- MS WORD/EXCEL/OUTLOOK
Affiliations
Boston Sommelier Society - Active Member
Highlighted Accomplishments
- Played a key role in establishing the US and British Virgin Island as a culinary and fine wine destination
- Increased market share in Tortola by 34% to a total 67% of overall wine market
- Wine columnist, wrote a monthly column on wine for St. Croix This Week a tourist guide for the Virgin Islands
- Served on the board of the St. Croix Food & Wine Experience (week-long festival - classes, culinary competitions, local and celebrity chefs and top wine makers) voted one of the Top Ten Food and WineFestivals by Forbes Travel
- 2012 achieved a revenue growth of 37% and increased fine wine sku's by 20%
- Awarded Wente Family Winery Legacy Award in 2011, the first bestowed on any company in the Virgin Islands
- 2010 landed Necker Island an exclusive high-end account, increased Moet sales by 800%
- Increased the St. John territory sales by 105% in one year by replacing non-effective Territory Sales Representative
- Augmented on premise sales in the St Croix market by 50%
- Cultivated a reputation in the Virgin Islands as the Wine Expert and Educator, the requested wine advisor/consultant
- Participated in all industry events that reinforced brands, increased wine awareness and expanded sales
- Supplied top 12 award winning restaurants throughout the Virgin Islands recognized in Wine Spectator
- Created and conducted a wine school training program, weekly training on and off site; educating own company, clients and their teams on wine etiquette, pairing and selling, resulted in increased placement and sales
Timeline
Wine Consultant and Events Director
PARSONS WINE MARKETING AND EVENTS
11.2015 - Current
Sales and Events Coordinator
BRIX WINE SHOPS
01.2013 - 11.2015
General Manager, Sales and Wine Consultant
LEEWARD ISLANDS MANAGEMENT
11.2011 - 12.2012
Strategist and Wine Consultant
LEEWARD ISLANDS MANAGEMENT
01.2009 - 12.2012
Wine Director and Sales Manager
LEEWARD ISLANDS MANAGEMENT
10.2000 - 11.2011
Account Representative
PREMIER WINE & SPIRITS / CLASSIC WINES
01.1996 - 01.2000
Certificate - Fine Wine Appreciation I & II
Gallo Wine Academy
Certificate - International Wine Seminar
Kobrand Corporation
Certified - Spanish Wine Educator
Wine Academy of Spain