Summary
Overview
Work History
Education
Skills
References
Timeline
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Kiara Shay

Kiara Shay

NC

Summary

Results-driven Chain Account Director with extensive experience managing large-format and national chain accounts. Skilled in cultivating a performance-oriented culture while strengthening customer relationships to drive sales growth regionally and nationally. Leverages strategic insights to engage customers, building trust and loyalty to enhance long-term business success. Highly proficient in data analysis, program management, business development, and sales leadership, with a proven track record of delivering measurable, impactful results.

Overview

7
7
years of professional experience

Work History

Chain Account Director-East

Rogue Ales and Spirits
Asheville, NC
04.2024 - 11.2024
  • Manages: ABC Fine Wine & Spirits, ACME, Earth Fare, Food City, Food Lion, Giant Eagle, Giant Martins, Harris Teeter, Ingles, Lowes Foods, Meijer, Mellow Mushroom, Publix, Taco Mac, The Fresh Market, Wegmans, Winn Dixie, Yard House, Walmart.
  • Create and execute a comprehensive regional accounts sales plan, including revenue and volume goals, long-term growth plan, go-to-market strategy, sales team incentives, and annual T&E budgeting.
  • Develop an Annual Business Plan for key retailers. Identify resources needed to successfully execute the plan and track execution of the programs.
  • Develop sales and spending budgets, and make certain the sales team uses the resources for optimal impact.
  • Effectively communicate with the chain sales team and work with the distributor management team to achieve flawless execution at retail.
  • Establish relationships and maintain a prominent level of interaction and communication with key retail partners.
  • Directly call on a small number of high visibilities, complex retail customers.
  • Coach and develop the chain sales team in selling, presentation, analysis, and administrative skills.
  • Partner with other departments to create processes and deliver programs that are consistent with Rogue's overall strategy.
  • Understand IRI, Nielsen, VIP, and other data sources.
  • Consistent travel to key markets.

Large Format Chain Account Manager-NC,SC,TN,GA

Highland Brewing Company
Asheville, NC
10.2022 - 04.2024
  • Manages: Harris Teeter, Ingles, Publix, Food Lion, Food City, Kroger, Lowes Foods, Walmart, Trader Joe's, Sam’s Club, Target, Whole Foods, and Total Wine.
  • Develops and executes the sales and marketing plans for CKSA.
  • Develops and maintains strong relationships with key buyers.
  • Understands the client's business objectives and challenges.
  • Execute plans in assigned chains, in conjunction with Highland Market Development Managers and distributors.
  • Call on buyers at assigned accounts with the appropriate frequency to build HBC.
  • Leverage data sources, including IRI, Nielsen, and VIP, to monitor performance, identify opportunities, and inform decision-making.
  • Deliver business objectives in off-premises chains.
  • Increase HBC sales with ad and planner support in chains.
  • Communicate all pricing, product, and promotion information to chains.
  • Communicate Chain activities effectively to sales team and distributors.
  • Collaborate with distributors, CAMs, and KAMs to meet retail execution goals.
  • Grows HBC account volume, share, and profitability in CKSA.
  • Assists CKSA in identifying and executing their top priorities for the craft beer category.
  • Conducts regular meetings with distributors.
  • Provided input for HBC’s performance standards as they pertain to CKSA.
  • Develops and maintains internal processes to guide sales and marketing efforts in CKSA.
  • Created efficient strategies tailored for SKU prioritization in multiple markets.
  • Manages seasonal resets and communicates results to distributors.
  • Track progress for spring and fall results.
  • Performs other duties as needed for the assigned tasks.

Account Executive

Wildpack Beverage
Seattle, WA
04.2022 - 08.2022
  • Make initial outreach, manage the sales cycle, and close sales orders on new and prospective accounts.
  • Ensure an excellent reputation for service, with a focus on customer retention, resulting in repeat business and contract renewal.
  • Represent Wildpack on sales calls and presentations, and travel to clients' offices.
    Schedule and conduct plant walk-throughs with new or prospective clients, and prepare and negotiate customers' proposals/contracts.
    Strive to meet given budget guidelines, as presented by customers.
  • Increase account revenue and identify new business opportunities.
  • Analyze changing market demands and develop or revise strategies to respond to recurring client concerns.
  • Deepen relations between Wildpack and the customer to identify current and potential pain points.
  • Resolve customer concerns quickly, cost-effectively, and whenever possible, proactively.
  • Build a professional network to identify potential clients. Communicate, update, and maintain contact with all clients regarding the status of projects.
  • Create, update, and manage clients' documents in an accessible folder.
  • Work with internal teams and clients on all aspects of the projects, including onboarding, artwork development, additional packaging requirements, and production.
  • Provide advice and guidance to clients regarding business development opportunities and areas for strategic growth.
  • Schedule and conduct account reviews, including the construction of customer success plans for top clients, to strengthen satisfaction and build repeat customers.
  • Work with marketing to ensure vendors work to Wildpack capabilities.
  • Work with the assigned Account Manager/CSR.

Key Account Specialist

Boston Beer Company
Seattle, WA
08.2020 - 04.2022
  • Manages account calls and maintenance for all key accounts.
  • Secured distribution and feature programs with on- and off-premise buying groups.
  • Market Management and Development: Achieve sales goals and objectives in core and non-core accounts.
  • Utilizing monthly reports to identify and address what is generating positive or negative trends, and implementing plans where appropriate to improve.
  • Maintaining and increasing the availability and visibility of the BBC portfolio.
  • Hunting for new business by identifying and prioritizing opportunities for incremental volume.
  • Working with the local team and the Brand Development Marketing team to develop market-specific initiatives.
  • Maintaining professional business relationships with accounts, including ownership, management, and appropriate staff, while selling to core accounts.
  • Building and maintaining professional business relationships with applicable wholesaler personnel.
  • Executing on merchandising standards, portfolio selling, and multi-unit distribution and programming (local chains). Knowledge: Must be current and fluent in brand styles, brand priorities, national programs, and brand strategy.
  • Executing point-of-sale programs at retail to standard.
  • Meeting with mid-level management to discuss and implement programming execution, managing national and local programming to include point-of-sale ordering and execution. Communication: Effectively communicates externally and internally in a timely and professional manner.
  • Create and deliver creative and impactful wholesaler and retailer presentations.

Brewery Representative

Boston Beer Company
Phoenix, AZ
12.2017 - 08.2020
  • Utilizing monthly reports to identify and address what is generating positive or negative trends, and implementing plans where appropriate to improve.
  • Maintaining and increasing the availability and visibility of the BBC portfolio.
  • Implementing long-term account planning.
  • Hunting for new business by identifying and prioritizing opportunities for incremental volume
  • Maintaining professional business relationships with accounts, including ownership, management, and appropriate staff, while selling to core accounts a minimum of one time per month.
  • Building and maintaining professional business relationships with applicable wholesaler personnel.

Education

Bachelor of Science in Exercise Science -

Arizona State University
06.2017

Skills

  • Key Account Management
  • Regional and national account management
  • Market Analysis Reporting
  • Performance-Focused
  • Clear Oral and Written Communication
  • Relationship Management with Key Buyers
  • Cross-Functional Collaboration
  • Evidence-Based Sales Strategies
  • Brand Strategy Development: New and Core Items
  • Team Leadership
  • Consistently Meet Sales Objectives
  • Distributor Relationship Management
  • Experience in Selling Programs
  • Sales Performance Analysis
  • Short-term and long-term goal planning

References

References available upon request.

Timeline

Chain Account Director-East

Rogue Ales and Spirits
04.2024 - 11.2024

Large Format Chain Account Manager-NC,SC,TN,GA

Highland Brewing Company
10.2022 - 04.2024

Account Executive

Wildpack Beverage
04.2022 - 08.2022

Key Account Specialist

Boston Beer Company
08.2020 - 04.2022

Brewery Representative

Boston Beer Company
12.2017 - 08.2020

Bachelor of Science in Exercise Science -

Arizona State University

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Kiara Shay