MICHAEL ROGERS
Pleasantville,NY
Summary
Seasoned Market Manager with background in developing strategic sales plans and leading high-performing teams. Demonstrated skills in fostering client relationships, negotiating contracts, and driving revenue growth. Known for innovative strategies that improve market share and increase customer satisfaction. Successfully transformed underperforming territories into profitable regions.
Overview
9
9
years of professional experience
Work History
Area Sales Manager
Mas+ Next Generation Beverage Co.
, NY
09.2024 - Current
- Executed chain mandates for Target, CVS, and Acme at a 100% execution rate while leveraging syndicated data to gain incremental displays.
- Developed key buyer meeting strategies and promotional periods, oversaw slotting fees, and quarterly business strategy to provide ROI and ROS, which led to gaining the Quick Chek business in the Northeast. This account became a top five retailer by volume in the total U.S.
- Facilitated the development of the New York/Northeast Region by participating in crew drives and working with Manhattan Beer and key distributor partners in RI, MD, NJ, and Mass.
- Collaborated with Soccer Roof New Rochelle, a top 15 retail account for Mas+, by creating a 360-consumer experience (on-premise, samplings, POS execution, and menu placements) to drive brand awareness and trial.
Market Manager
Atomic Brands
Los Angeles, California
05.2019 - 11.2023
- Selected by the VP of Sales to develop our national route-to-market strategy for the sales execution team, I implemented the strategy of new item launches, display activations, and store blueprints to drive rate of sale, brand standards, and sales lift through shopping zones, with an average reorder on our core brands of 92%.
- Developed a strategy to become Reyes' fastest-growing brand over our two years of partnership.
- Ran all quarterly business reviews, general sales meetings, and incentive proposals throughout Gallo and Reyes' tenures.
- Facilitated the hiring process to develop a skilled team of eight individual account managers and two national account managers.
- Coordinated strategy behind pricing, inventory management, new item launches, deal levels, ROI, and FOB costs.
- Managed all marketing materials, POS, festival activations, and partnerships. Coachella, Real Street, Aftershock, and more.
Sales Specialist
Heineken
Los Angeles, California
10.2018 - 04.2019
- Executed 20 to 25 incremental distribution points weekly, surpassing team expectations.
- Increased account volume by over 15.8% with priority brands, outperforming Metrowest team average.
- Achieved 92% display execution rate for core three brands across more than 100 accounts.
- Documented and communicated follow-ups, deliverables, and next steps to distributors efficiently.
- Fostered relationships with national sales account managers and key stakeholders.
- Negotiated favorable price points, SKUs, shelf positioning, margins, and displays.
- Aligned with Key Account 'Must Win' KPIs, optimizing shipments, depletions, and profitability.
Retail Chain Specialist
Heineken
Los Angeles, California
04.2017 - 10.2018
- Focused on increasing brand awareness through display activation to cultivate experiences through local sponsorship & ad placements. Oversaw 70 + chain accounts including (Walmart, Stater Bros, Food 4 Less, Vons, Albertsons, Rite Aid, CVS, Sams Club, Costco & various hispanic markets. Ranked 2nd on the Metro West (15 members) with innovation execution & display size.
- Acted as a sole Heineken representative to execute local & national programming with high volume grocery, convenience, drug and mass merchandise accounts, including Point-of-Sale (POS) and shelf standards through proper displays & shelf standards
- Leveraged selling support tools to ensure display standards are met with proper POS material, acting independently to improve and meet sales standards.
- Conducted audits of large format off-premise stores, reviewing HUSA and competitive execution, improving conditions through buyer influencing and recapping sales opportunities to the distributor
- Acted a liaison between national accounts & retail accounts to ensure national programming is implemented to the highest standard.
Education
Bachelor of Science - Marketing
University of Delaware/Lerner College of Business & Economics
Newark, DE01.2016
Career Accomplishments
- Started as the sole Market Manager for Atomic Brands through partnership with Gallo for the state of California (2019). Over the span of the next 4.5 years I was responsible for transitioning our partnership from Gallo to Reyes Beverage Group. During this time I oversaw the hiring of 8 account managers & 2 national account managers for our brands in California (Reyes), Nevada (Breakthru) & Arizona (Breakthru).
- From May 2019 to December 2023 I leveraged our internal sales force & external distributor teams by strategically managing GSMs, QBRs, incentive planning, crew drives & market blitzes to grow accounts sold from 2,012 to 4,524 & points of distribution from 9,820 to 33,924 placements in CA alone.
- Leveraged iDig, Neilsen, IRI & scan data through buyer meetings to expand the brand’s footprint from two hispanic chains to placements in key retailers such as Albertsons, Smart & Final, Vons, Winco, Stater Brothers, Northgate Market & local chains
- Strategically coordinated multiple 20+ person blitzes with our internal/external sales force over the course of a week. Each account had specific goals to grow our core brands, visibility & brand execution resulting in 400+ accounts sold with the average PODs per account increasing from 5.2 to 7.1 PODs with an average reorder rate after 90 days of 87%
Timeline
Area Sales Manager
Mas+ Next Generation Beverage Co.
09.2024 - Current
Market Manager
Atomic Brands
05.2019 - 11.2023
Sales Specialist
Heineken
10.2018 - 04.2019
Retail Chain Specialist
Heineken
04.2017 - 10.2018
Bachelor of Science - Marketing
University of Delaware/Lerner College of Business & Economics