Mikael Sneward
Regional Sales Director
Brea,CA
Summary
Sales executive with deep understanding of market dynamics and track record of driving revenue growth. Known for fostering collaborative team environments and consistently achieving sales targets. Highly adaptable, with strong skills in strategic planning and client relationship management.
Overview
22
22
years of professional experience
3
3
Certifications
1
1
Language
Work History
West Region Sales Director
Casa Del Sol Spirits Co.
08.2024 - Current
- Within the first 30 days executed a new pricing structure in all West Region States in collaboration with SGWS TDM’s.
- Enhanced customer satisfaction with a focus on fostering long-term relationships, consistently addressing client needs, and providing exceptional service.
- Led a high-performing sales team through effective coaching, mentoring, and performance management strategies.
Director of Sales
Casa Del Sol Spirits Co.
03.2023 - 08.2024
- In my first week I presented successfully at the Montage Laguna Beach getting a Drink Feature on property along with activations during the busiest weekends of the season: Memorial Day, Fourth of July & Labor Day
- Within my first 90 days secured a Major National Account win at Xperience Restaurant Group (Sol Mexican Cocina, El Torito, Solitas, Las Brisas, Acapulco, Chevy’s, Pink Taco etc.) with full distribution on all four marques, two drink features (Blanco/Repo) in addition to a flight program. Initial order of 345 cases (260 cs in CA). Forecasted to do 70 cases per month (69 locations).
- Leveraged data-driven insights to adjust sales strategies in real-time, adapting to shifting market demands and competitive landscapes.
- Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
President & COO
Firelands Winery | Erie Beverage Solutions
10.2019 - 10.2022
- Established a culture of accountability by setting clear expectations and holding individuals responsible for results.
- Responsible for assembling a team and developing a strategic roadmap focused on advancing infrastructure and expanding sales, resulting in increasing sales from $3.1M to $4.9M from 2020 to 2021 and growing Erie Beverage Solutions into a multi-state supplier of spirits and wines.
- Oversaw the management of the winery, operations, production, and sales teams, implementing a workforce transformation and establishing a foundation for organizational growth and success.
- Led the initiative to restructure the organizational QuickBooks system to support brand growth and expansion.
- Addressed pandemic challenges and pivoted from an Italian wine-only portfolio to building a portfolio that introduced spirits, non-alcoholic, ready to drink products as well as wine from outside of Italy, in 6 months with a 2021 launch.
- Reduced portfolio down from 36 to 27 as well as added producers from Argentina, Australia, Spain, and the US, establishing the positioning of brands for both the general market and chains on-premise and off-premise sales.
- Directed the distribution expansion from 2 states to 8 states, adding California, Colorado, Nevada, Illinois, Iowa, Ohio, Kentucky, and Pennsylvania, hiring an Operations Director, VP of Sales East, VP of Sales West, and Distribution Manager to support the growth.
- Performed high-level negotiations concerning distribution agreements, as well as facilitated top-to-top quarterly business reviews with various distributors and producer partners.
National Account Director On Premise - West Region
Southern Glazers Wine & Spirits (CPWS Division)
10.2013 - 10.2019
- Managed challenging situations effectively by maintaining composure under pressure while ensuring desired outcomes were achieved.
- Functioned as the West Region Director, calling on the top chain customers, leveraging expertise to consistently achieve the sales goals and net sales value (NSV) points.
- Increased business with an average of 7%+ growth over 6 years, including selling 21,126 cases representing $4.2M in revenue on average
- Established and cultivated long-term business relationships with high volume customers, such as Xperience Restaurant Group (El Torito, Acapulco, Chevys, Las Brisas), Grill Concepts (The Daily Grill, Grill On the Alley, Public School), Cameron Mitchell Restaurant Group (Cap City, Ocean Club, Rusty Bucket), Restaurants Unlimited Inc. (Palomino, Stanfords, Kincaid's), BJ's Restaurants, Islands Fine Burgers, Mastro's Steakhouse / Ocean Club, Noble House Hotels & Resorts, Red Robin Gourmet Burgers and Brews, Lucky Strike, and SBE, facilitating quarterly business reviews
- Performed daily analysis to ensure stock supplies needed to meet demands, educating the sales team to establish best ordering practices, as well as collaborating with buyers proactively addressing out-of-stock items.
- Presented fact-based selling presentations, utilizing trend information to support supplier priorities and activations.
- Established a focus on increased compliance, maximizing programmed and optional placements.
National Accounts Director On Premise- California
Southern Glazer's Wine and Spirits (PWS Division)
10.2012 - 10.2013
- Managed the delivery of California statewide national and regional account business, executing Diageo, Moet Hennessey USA, and Nolet Spirits portfolio goals and compliance.
- Responsible for 92,927 cases sold with $18.5M in revenue, including increasing cases by 3.3% (+2951 cases at $590K+)
- Developed and implemented an innovative national account communication protocol, supporting the assigned general market sales division in attaining supplier goals.
- Collaborated with sales divisions and established ongoing communication, ensuring pricing integrity and deal promotions
- Key customers in this role included: Cheesecake Factory, Il Fornaio, Kimpton Hotels, Landry's, Paul Martins, Morton's, McCormick & Schmick’s, Claim Jumper, Tilted Kilt, and TGI Friday’s
Division Manager
Southern Glazer's Wine and Spirits (PWS Division)
12.2004 - 10.2012
- Developed strong team dynamics through regular communication, collaboration, and goal-setting initiatives.
- Directly managed a team of 8 sales consultants with ~100 customers each, 2 key account managers, and 1 wine manager, providing strategic guidance and mentorship concerning best practices supporting individual and organizational top performance.
- Established a foundation supporting increased distribution, profit, and total market share, expanding the Diageo Moet Hennessey USA and the Nolet Spirit portfolios.
- Achieved consistent team top performance and became the first manager and team from the Central Coast to receive the “Team of the Year” award in 2007.
- Sold 175,744 cases of Diageo Spirits & Wines, Moet Hennessy USA and Nolet's Spirits portfolios representing $35.1M in revenue over 8 years.
On Premise Key Account Manager
Southern Glazer's Wine and Spirits (PWS Division)
06.2004 - 12.2004
- Conducted regular account reviews with customers to assess performance, identify areas for improvement, and strategize future growth opportunities.
- Analyzed sales and customer data to identify trends and opportunities for increased profitability.
- Built and maintained strong client relationships to drive business growth.
- Leveraged relationships with buyers, supporting increased distribution in top high-volume hotels and accounts, including Four Seasons Santa Barbara, El Encanto, Bacara Resort & Spa, Q’s Sushi & Bar, and Santa Barbara Brewing Company
Sales Consultant On/Off Premise
Southern Glazer's Wine and Spirits
10.2002 - 06.2004
- Attended ongoing Wine & Spirit training sessions to stay current on industry trends, market conditions, and product offerings – applying knowledge gained to better serve customers.
- Leveraged relationships with the assigned 100 base customers, identifying specific needs and building brand presentations promoting portfolio items to meet each demand, expanding sales and supporting organizational growth and success.
Education
BBA - Business Administration
Ohio University
Athens, OH 05.2001 -
Skills
Sales strategies
Networking and relationship building
Business development and planning
Performance monitoring
Sales planning
Goals and performance
Presentations and public speaking
Staff management
Market trend analysis
Key account development
Client relationship management
Team building
Accomplishments
SGWS (PWS DIVISION) – TEAM OF THE YEAR WINNER 2007
(SGWS/CPWS DIVISION) - NATIONAL ACCOUNT ON PREMISE TEAM EXCELLENCE AWARD 2015
Certification
CSS - Certified Spirits Specialist
Timeline
West Region Sales Director
Casa Del Sol Spirits Co.
08.2024 - Current
Director of Sales
Casa Del Sol Spirits Co.
03.2023 - 08.2024
President & COO
Firelands Winery | Erie Beverage Solutions
10.2019 - 10.2022
National Account Director On Premise - West Region
Southern Glazers Wine & Spirits (CPWS Division)
10.2013 - 10.2019
National Accounts Director On Premise- California
Southern Glazer's Wine and Spirits (PWS Division)
10.2012 - 10.2013
Division Manager
Southern Glazer's Wine and Spirits (PWS Division)
12.2004 - 10.2012
On Premise Key Account Manager
Southern Glazer's Wine and Spirits (PWS Division)
06.2004 - 12.2004
Sales Consultant On/Off Premise
Southern Glazer's Wine and Spirits
10.2002 - 06.2004
BBA - Business Administration
Ohio University
05.2001 -
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