Mark Federman

Served as the key liaison and business partner to small, medium-sized, and large beverage client partners.

• Researched opportunities and leveraged business insights for client growth and market expansion.
• Collaborated with internal departments to develop new strategies to capitalize on emerging client and market trends.
• Established relationships with key decision-makers within each client organization to promote growth and retention.
• Developed and implemented favorable pricing structures balancing client objectives against company targets.
• Negotiated, prepared, and signed contracts with clients.
• Recruited, hired, and managed a team of national account managers to achieve strategic sales & marketing goals.
• Performed monthly & quarterly employee evaluations, providing detail-action plans as needed.
• Maintained client information database, tracking total revenue, invoicing and receivable milestones, and profitability.

Served as the lead for consumer engagement campaigns, executing 10k events annually across 12 key markets, representing Molson Coors and its distributor partners

• Hired, trained, and evaluated a team of Field Marketing Managers and Brand Ambassadors, taking corrective action as needed.
• Organized and edited training manuals, multimedia visual aids, and other educational materials.
• Led daily, weekly, and monthly event planning, and feedback sessions.
• Monitored CRM software for all event booking requests, event recaps, and budget utilization.
• Localized national and regional brand strategies to increase event relevance.
• Leverage social media channels to amplify awareness and impact of campaign results.
• Created and led monthly, quarterly, and annual executive reviews of program performance to key client stakeholders.
• Reviewed, updated, and executed annual service contracts.

Served as sales and marketing lead working with a large spirits and wine supplier (Brown-Forman) and distributor (Young's Market Company).

• Developed and delivered engaging sales presentations to convey brand value, promotions, and pricing to accounts.
• Executed daily account calls to secure proper brand representation in targeted key accounts.
• Increased key account sales by more than 10% through consultative selling techniques, offering advice on purchases, and providing experiential marketing support.
• Participated in monthly sales meetings and planning sessions with key stakeholders to ensure KPI prioritization was on strategy.
• Hired, trained, and evaluated a team of Brand Ambassadors to support experiential marketing initiatives and promotions.
• Leveraged client digital assets to increase experiential event awareness.
• Conducted active SWOT analysis monthly with key brand and channel managers.

Served as sales and marketing lead, working with a large spirits and wine supplier (Brown-Forman) and distributor (Break Thru Beverage Group).

• Executed daily account calls to secure proper brand representation in targeted key accounts.
• Worked with merchandiser teams and distributor sales rep to optimize route coverage.
• Leveraged consumer-facing experiential events to accelerate brand volume & velocity within key accounts.
• Prepared monthly KPI performance reviews with client stakeholders to ensure all goals were achieved and on strategy.
• Participated in quarterly workshops designed to improve sales skills and identify marketing opportunities.