MICHAEL W. GRAVES
Cleveland,OH
Summary
Results-driven Sales and Operations Executive with more than 20 years of leadership experience driving revenue growth, market expansion, operational excellence, and brand development within the beverage industry. Proven success leading multi-million-dollar portfolios, managing cross-functional teams, developing strategic partnerships, and executing data-driven sales initiatives. Expertise in distributor management, category growth, sales enablement, pricing strategy, market planning, and customer engagement. Recognized for delivering measurable business results through collaborative leadership, process improvement, and strong stakeholder relationships.
Overview
1
1
Certification
20
20
years of professional experience
Work History
Market Manager, East Ohio
FIFCO USA
Cleveland, OH
04.2024 - Current
- Developed and executed strategic market plans to enhance brand awareness, increase market share, and boost customer acquisition and loyalty.
- Managed budgets for regional marketing campaigns, promotions, and advertising initiatives across FIFCO brand portfolios to optimize resource allocation.
- Establish market strategies that consistently meet or exceed budget objectives.
- Established market strategies that consistently achieved budget objectives.
- Manage budgets for regional marketing campaigns, promotions, and advertising initiatives across FIFCO brand portfolios.
- Identify operational efficiencies and process improvements to enhance execution and profitability.
- Partner with distributors, retailers, and key stakeholders to strengthen market presence and maximize sales results.
- Directed work of 100 sales professionals at multiple offices across East Ohio..
Director, Constellation Beer Brands
R.L. Lipton Distributing
Cleveland
06.2022 - 04.2024
- Directed sales and operational strategy for Constellation Beer Brands across assigned markets.
- Managed tactical resource allocation, controlled expenses, and ensured business plan objectives were met.
- Increased category space by 15%, expanded category resets by 50%, grew draft distribution by 19%, and delivered 10.5% year-over-year volume growth.
- Executed fact-based sales strategies that drove market share growth and enhanced category performance.
- Managed allocation of tactical resources, controlled expenses, and ensured achievement of business plan objectives.
- Achieved a 20% reduction in finished product losses through operational improvements and inventory management.
- Supported warehouse startup and relocation efforts, helping optimize operations at a newly established facility.
- Developed innovative merchandising programs that enhanced brand visibility, increased shopper conversion, and boosted customer engagement.
- Maintained deep expertise in the Three-Tier Beverage System and regulatory compliance.
- Directed strategic initiatives to enhance operational efficiency across distribution network.
Area Sales Manager
R.L. Lipton Distributing
Cleveland
07.2020 - 06.2022
- Coached and trained 5 teams on brand-specific sales strategies, ensuring consistent execution across all levels.
- Evaluated sales representative performance against goals and key metrics, identifying areas for improvement.
- Evaluated sales representative performance against established goals and key business metrics.
- Collaborated with distributor leadership to optimize market execution and elevate customer service standards.
Director of Sales & Marketing
House of LaRose, Inc.
Cleveland
01.2007 - 06.2020
- Oversaw more than $38 million in annual business activities and revenue-generating operations.
- Managed daily operations and project execution while ensuring alignment with business priorities and maintaining oversight of budgets exceeding $3 million.
- Managed pricing strategy, forecasting, inventory planning, and product launches to drive profitable growth.
- Led negotiations securing distribution rights for D.G. Yuengling and Rhinegeist brands, expanding market presence in Cleveland and Akron.
- Directed retailer activation programs across on-premise and off-premise channels while strengthening corporate partnerships.
- Successfully managed more than 125 large-scale promotional events and projects annually, including major professional sporting events.
- Managed daily operations, project execution, and business priorities while maintaining accountability for budgets exceeding $3 million.
- Developed and integrated KPI-driven performance reporting systems that improved operational alignment and business decision-making.
- Led and developed cross-functional teams consisting of Territory Sales Managers and Impact Selling Representatives.
- Implemented process improvements that streamlined operations and optimized resource utilization.
Director of Corporate Social Responsibility
House of LaRose, Inc.
Cleveland
01.2007 - 06.2020
- Executed company-wide corporate social responsibility initiatives that aligned with organizational values and addressed community needs.
- Developed and implemented policies and governance programs ensuring compliance with regulatory standards and promoting ethical practices.
- Partnered with nonprofit organizations and community stakeholders to support impactful charitable initiatives.
- Collaborated with nonprofit organizations and community stakeholders to drive impactful charitable initiatives that enhanced community well-being.
Education
Sales, Negotiations, Coaching, and Business Development
Kent State University
KentSkills
- Business development
- Key account management
- Pricing strategy
- Revenue growth
- Sales forecasting
- Distributor management
- Category management
- Trade marketing
- Brand activation
- Joint business planning
- Shopper marketing
- Consumer insights analysis
- National account planning
- CPG forecasting
Accomplishments
- Used Microsoft Excel to develop inventory tracking spreadsheets.
- Supervised a team of 70 staff members.
- Achieved product loss reduction by completing a new Quality Assurance Program with accuracy and efficiency.
- Collaborated with a team of 8 in the development of the Bud Light Victory Fridge marketing campaign.
Certification
Cicerone Certified Beer Server
Timeline
Market Manager, East Ohio
FIFCO USA
04.2024 - Current
Director, Constellation Beer Brands
R.L. Lipton Distributing
06.2022 - 04.2024
Area Sales Manager
R.L. Lipton Distributing
07.2020 - 06.2022
Director of Sales & Marketing
House of LaRose, Inc.
01.2007 - 06.2020
Director of Corporate Social Responsibility
House of LaRose, Inc.
01.2007 - 06.2020
Sales, Negotiations, Coaching, and Business Development
Kent State University
AWARDS & RECOGNITION
Anheuser-Busch Golden Case Winner (2015), Anheuser-Busch Golden Case Winner (2016), National Marketing Program of the Year, Bud Light Victory Fridge (2018), Cicerone Certified Beer Server