Keith Riley
Summary
Results-driven Sales Executive with extensive expertise in distribution and brand development, adept at identifying and leveraging key success factors to drive growth. Demonstrated proficiency in managing all business channels, including the development of go-to-market strategies, distribution buildouts, and budget formulation and management. Collaborative leader committed to talent development, effectively utilizing cross-functional teams to create robust plans that yield measurable results. Consistently recognized for a strong track record in delivering exceptional sales performance.
Overview
31
31
years of professional experience
1
1
Certification
Work History
Channel Vice President-FSOP & Club Channels
Monster Energy Company
03.2024 - Current
- Led Headquarter Sales Organization across two strategic & emerging channels
- Worked collaboratively and cross functionally to develop growth strategies designed to drive volume, increase revenue and gross profit
- Utilized data analytics and market trends to drive strategic decision making designed to identify growth opportunities
- Worked with New Product Development team to design innovative package and product mix to effectively launch innovation items
- Responsible for managing $1B in sales revenue
- Delivered plan across key metrics (volume, revenue and GP) for both managed channels
Vice President Sales, Food Service On-Premise
Monster Energy Company
01.2017 - Current
- Designed and lead national sales strategy for the FSOP Channel
- Managed a team of sales leaders across multiple business channels including National Specialty Retail, Commercial Food Service and Non-Commercial Foodservice
- Communicated FSOP strategies and priorities across the MEC Business Unit teams to ensure continuity with respect to channel goals and objectives
- Worked collaboratively with Revenue Growth Management team, Chief Customer Officer and Coca Cola Bottlers to develop long term pricing strategy designed to deliver sustained growth across all channels
- Delivered double digit growth year over year from 2017-2023 with the exception of 2020 due to COVID
- Gained distribution for MEC brands in major FSOP customers (Lowe's Home Improvement, Subway Restaurants and Jimmy John's)
- Sales in 2023 exceeded 13M cases
Director of Sales Food Service On-Premise
Monster Energy Company
01.2015 - 01.2017
- Led MEC FSOP Sales team for the Western 13 States
- Effectively managed the transition of the FSOP business to the Coca Cola Bottling System
- Managed the FSOP sales team, which directly oversees the College & University, Business & Industry, Healthcare, Vending and National Specialty Retail classes of trade
- Developed business management system for the FSOP channel
- Work with Coca Cola bottling network to ensure that goals and objectives are achieved
- Achieved highest volume increase and new accounts opened across the 3 Business Units
Vice President Sales, On-Premise
Monster Energy Company
01.2009 - 01.2015
- Developed and activated the licensed on-premise strategy for the United States and implemented the strategies throughout the field sales organization
- Rebuilt the on-premise distribution network throughout the US by negotiating distribution agreements and assigning open territories to strong beverage distributors
- Developed sales and marketing programs that led Monster to show 100% growth over a 5-year period
- Grew the on-premise sales force from 8 to 22 which lead to better distributor and account coverage and a more efficient sales team
- Established and developed national partnership programs with the Hard Rock Hotel and Casino, Fox and Hound Restaurant Group, Southwest Airlines, VGM Company, The Cordish Group and Delaware North to name a few
- Worked with President to develop launch plan and go-to market strategy for new on-premise products
- Organized and led key market blitzes and crew drives in order to develop new accounts and train sales teams with our distributor partners throughout the US
- Successfully grew on premise business from 500K cases to 1.3M cases over 6-year period
- Grew account distribution from approximately five thousand accounts to approximately 29,000 accounts over 6-year period
Vice President, On-Premise Sales
Purple Beverage Company
03.2008 - 12.2008
- Worked with CEO to design and develop the specific go to market strategy for Purple in Grocery and Convenience channels
- Developed launch plan and strategy for the On-Premise channel for the US
- Assigned beverage distributors for the Western US which included beer distributors as well as multi brand non-alcoholic distributors
- Created launch plan and set up market launches/programs for the Western US distributors
- Co-managed expansion from 5 to 12 states
- Worked with, trained and coached field sales team
National On-Premise Director
Red Bull North America, Inc.
07.1999 - 03.2008
- Responsible for 18% of the total US business with an average growth rate of 30% a year
- On-Premise sales reached 7,500,000 cases for 2007
- Managed National Account business for the On-Premise channel
- Directly managed a team of 5 National Account Managers and two support staff
- Co-created and co-managed expansion from 10 to 50 states
- Developed the US On-Premise strategy that helped make Red Bull the powerful brand it is
- Developed worldwide execution programs and standards for the On-Premise channel
- Worked directly with International Head of On-Premise and global team to align strategies and programs that were implemented worldwide
- Developed initial sales strategy for Non-Traditional business which includes collegiate, at work and fitness
Division Sales Manager
Red Bull North America, Inc.
04.1998 - 07.1999
- Responsible for On and Off-Premise business in five states
- Managed and worked directly with 8 Regional Red Bull distributors, which were beer wholesalers and multi brand non-alcoholic houses
- Managed a team of 7 On and Off-Premise Managers
- Responsible for National Headquarter calls (i.e., Vons, Pavilions, Gelson's, AM/PM and Texaco)
Account Manager
Bacardi Martini USA
01.1996 - 04.1998
Chain District Manager
Young's Market Company
01.1995 - 01.1996
Chain Sales Representative/District Trainer
Young's Market Company
11.1994 - 01.1995
Education
Bachelor of Science Degree - Criminal Justice Administration
San Diego State University
San Diego, CA05.1993
Skills
- Results driven sales leader
- Account Management
- Sales & Marketing Integration
- New Business Expansion
- Distributor Alignment & Development
- Financial Planning & Management
- Team leadership
- Relationship building
- Coaching and mentoring
Additional Relevant Experience
- Bacardi Martini USA, San Francisco, CA, 01/01/96, 04/30/98, Account Manager
- Young's Market Company, Hayward, CA, 11/01/94, 01/31/96, Chain District Manager, 01/01/95, 01/31/96, Chain Sales Representative/District Trainer, 11/01/94, 01/31/95
Certification
Monster Business Academy-2023
Timeline
Channel Vice President-FSOP & Club Channels
Monster Energy Company
03.2024 - Current
Vice President Sales, Food Service On-Premise
Monster Energy Company
01.2017 - Current
Director of Sales Food Service On-Premise
Monster Energy Company
01.2015 - 01.2017
Vice President Sales, On-Premise
Monster Energy Company
01.2009 - 01.2015
Vice President, On-Premise Sales
Purple Beverage Company
03.2008 - 12.2008
National On-Premise Director
Red Bull North America, Inc.
07.1999 - 03.2008
Division Sales Manager
Red Bull North America, Inc.
04.1998 - 07.1999
Account Manager
Bacardi Martini USA
01.1996 - 04.1998
Chain District Manager
Young's Market Company
01.1995 - 01.1996
Chain Sales Representative/District Trainer
Young's Market Company
11.1994 - 01.1995
Bachelor of Science Degree - Criminal Justice Administration
San Diego State University