Rafael Hurst Garcia
VP of Sales
San Antonio,TX
Summary
Dynamic sales leader with over 30 years of experience in the Consumer Packaged Goods, Beverage, and Software industries, including 17 years focused on National Accounts. Proven track record in developing and managing strategic partnerships with Fortune 500 companies, including Wal-Mart, American Airlines, and Costco, both domestically and internationally. Expertise in leveraging technology and business intelligence to enhance sales performance and brand visibility while designing impactful programs that drive revenue growth. Skilled in building high-performing teams and implementing process improvements that align with organizational goals to ensure sustainable success.
Overview
27
27
years of professional experience
12
12
Certification
Work History
Director of National Accounts
Silver Eagle Distributors
06.2021 - 01.2022
- Develop and manage a $250MM territory with Fortune 500 and other accounts including Kroger, HEB, Wal-Mart, Costco, Circle K/Corner Store, Exxon, and Shell.
- Established productive, professional relationships with key personnel at critical national and regional chain accounts
- Managed a 2 MM Natl Accts. Budget
- Maintain oversight of the Space Department to grow space allocation within all account segments and support key Sales Department initiatives and objectives
- Proactively leads the strategic account planning process with key retailers to develop mutually beneficial sales plans, performance objectives, financial targets, and critical milestones.
Director of Sales
Pabst Blue Ribbon
01.2014 - 06.2021
- Company Overview: PABST is an American brewing company with over 174 years in business. As a Technology Training Manager, I am fully responsible for training and Development for the sales and marketing team to strategically achieve company objectives through profit, and meet the needs of business.
- Strategic Leadership: Strategic key advisor partnered with Director of Learning and Development and C-Level stakeholders (VP of HR, VP of IT, and Regional Directors) to develop and deliver customized training solutions by aligning short-term and long-term strategic plans for a diverse workforce. Advocated for PABST learning and development department to improve processes while supporting stakeholders and executive team with business profitability.
- Recognized by Microsoft as an Industry Innovator for the Development and Implementation of a Digital Learning Platform (LMS365) into the fabric of our existing Office 365 and SharePoint environments.
- Training & Development: Aligned business training strategies, content and business plans with, along with learning and development (L&D) goals to deliver learning experiences that helped drive change and organizational growth. Assessed organizational needs, and partnered with various departments to identify workforce performance gaps, recommended innovation program improvements by designing implementing and evaluating existing and new training programs to increase leadership and work skills.
- Designed, implemented, and developed training program that was award winning using a combination of online learning modules, coaching and mentoring to meet organizational inefficiencies and build bench strength.
- Spearheaded and built-out an LMS system for organization from initiation to execution (due to technological competencies) allowing organization to capture data relevant to department abilities.
- Successfully inspired new process “buy in” of training courses.
Enterprise Solutions Consultant
New Horizons
01.2011 - 01.2014
- Company Overview: New Horizons is a global leader in IT training for over 35 years, in various applications and courses. As an Enterprise Solutions Consultant, I was Accountable for offering and selling IT solutions to private and government sectors that aligned with organizational goals.
- Strategic Sales Expertise: Managed the daily operations of telecommunications sales while setting record sales goals, account management and promoting new business within designated territory. Proven sales executive with a history of developing and cultivating relationships with C-Level Suite and strategic partnerships with key leadership in achieving and meeting company goals. Sold customized training solutions to organizations like IBM, Microsoft, VMware, Apple, Oracle and other mid-market organizations.
- Successfully met and drove sales within first quarter; sold over 178%, achieved $555K within first month.
- Attained new manager of territory within 1st month; 1st in Metrics.
- Open new Business in South Texas in the private and government sectors.
Business Development Manager
Corona Extra Beer | Constellation
01.2007 - 01.2010
- Company Overview: In imports, LLC is brewing distributor of fine beer brands throughout the US. To fast track promotions and with increasing responsibilities, I was solely Responsible for sales, operations, and business process improvements that supported major Hispanic markets throughout the US to meet business needs.
- Business Development manager: Strategic Business Development Expertise Built and implemented go-to-market strategies for top 50 Hispanic accounts in the top 7 DMA’s achieving average of 11% annual increase vs. 0.5% for “general market.
- Cross-merchandising promotions with Tequila, Wine, and Mexican food partners using licensed merchandise to secure store displays.
- Leveraging “Conexion Corona” music program at retail to drive incremental sales, new distribution and brand exposure (signage, tickets, VIP party).
- Developed Communications strategy to educate and raise awareness of Crown Imports to key retailers in the alcoholic beverages industry.
- Designed and built a new Crown Imports 30x30 booth.
- Managed booth and Crown Imports branding at the largest industry Trade shows and Conventions in the US (FMI, Anuga, NRA, Nightclub & Bar, NACS, Airline show, MEG, Cheers, NBWA).
- Responsible for roll out of Modelo Especial and Negra Modelo brands draft in Texas (Austin, Houston, Dallas, and San Antonio).
- Sold in” in over 450 accounts, exceeding sales expectations Generated incremental sales by introduction Corona cans to the airline industry.
- Continental, and American sold over 100,000 cases the first full year.
- Created the “Brand Ambassador” program to strengthen strategic partnership and brand loyalty with top key accounts.
- Designed and produced new “Brewing process” DVD, brochures, and web based educational materials.
- Led guided Brewery tours as sales and new distribution incentives for key Corona accounts and distributors (Guadalajara, Mazatlan and Zacatecas).
- Sold and executed global promotions with Chili’s, Friday’s, Tony Roma’s, Applebee’s, Hard Rock achieving sales increases of 10.4% worldwide and 24.3% in the USA.
National Accounts Director
National Accounts Director, On/Off Premise
01.1995 - 01.2007
- Company Overview: Strategic National Accounts Expertise Built the Tools, Processes & Strategies for Corona in the US Chain Market provide Retail Chains with analytical, fact-based Category Management assessment to maximize sales. As a result after 3 years we made Corona #1 Import in U.S. Convenience, Grocery, Restaurant and Club Chain Accounts according to Nielsen (10 year double digit growth)
- Cross-merchandising promotions with Tequila, Wine, and Mexican food partners using licensed merchandise to secure store displays.
- Made Corona 12 pack, #1 dollar sales SKU in the country.
- Made Corona #1 selling bottle import in the Cruise lines industry.
- Achieved first, then maintained leadership of the Import category since 1996 thru profit maximization of the high end beer segment.
- Impact magazine’s “Hot Brands” awards for Corona Extra, Corona Light, and Modelo Especial (1998-2007).
- Positioned our 5 Mexican imported brands in the top 25 US imports (first and only company to ever do that).
- Thru higher ACV distribution, as measured by Nielsen.
- Better promotional scheduling and execution, as measured by Nielsen.
- More ad features, as measured by Adview.
- New incremental sales (10%) by targeting Hispanic and “regional chains”.
Education
MBA - Information Security
Keller Graduate School of Management
San Antonio, TXBachelor of Arts - Business Administration & Computer Science
Southwest Texas State University
San Marcos, TXAssociates Degree - Computer Programming
San Antonio College
San Antonio, TXSkills
- Building Consultative Relationships
- Strategic Business Development
- Global Sales expertise
- Data-driven performance assessment
- Sales leader focused on results
- Industry expertise
- Forecasting & Market Analysis
- Category Management
- Account Management
- Space Management
- Trade Marketing
- Project Management
- Story Telling
- Learning and Development
- Budgeting
- Forecasting
- Leadership & Mentoring
- Pricing strategy
- Relationship management
- Revenue growth
- Territory management
Accomplishments
- Made Corona #1 Import in C-Store, Grocery, Restaurant, and Club Chain Accounts according to Nielsen (10 yr double-digit growth)
- Made Corona 12 pack, #1 dollar sales SKU in the country
- Made Corona #1 selling bottle import in the Cruise lines industry
- Achieved first, then maintained leadership of the Import category thru profit maximization of the high-end beer segment
- Impact magazine’s “Hot Brands” awards for Corona Extra, Corona Light, and Modelo Especial (1998-2007);
- Positioned our 5 Mexican imported brands in the top 25 US imports (% ACV distribution, as measured by Nielsen)
- Better promotional scheduling and execution, as measured by Nielsen
- More ad features, as measured by Adview
- New incremental sales (10%) by targeting Hispanic and “regional chains”
Certification
- Category Mat. & Fact-Based selling (CM Profit Group)
- High-End Category Maximization (CM Profit Group)
- High Impact Presentations (Dale Carnegie)
- IRI Scantrack Data Analysis
- Insights into Action (Beer Profit)
- Effective Wholesaler management (In Trench)
- Retail with a Purpose (In Trench)
- IRI Consumer Panel data & Builders
- Effective Negotiation (Chester Karras)
- Time Management (Kenneth Zeigler)
- Adview, Intactix, and Market Track
- Opportunity Finder (Nielsen - Spectra)
- ABP & Gap Closing (Pabst)
- Balance Scorecard (Gymnetics)
- VIP
- The Art of Brewing (Siebel Institute)
Languages
Spanish
Native or Bilingual
Timeline
Director of National Accounts
Silver Eagle Distributors
06.2021 - 01.2022
Director of Sales
Pabst Blue Ribbon
01.2014 - 06.2021
Enterprise Solutions Consultant
New Horizons
01.2011 - 01.2014
Business Development Manager
Corona Extra Beer | Constellation
01.2007 - 01.2010
National Accounts Director
National Accounts Director, On/Off Premise
01.1995 - 01.2007
Bachelor of Arts - Business Administration & Computer Science
Southwest Texas State University
Associates Degree - Computer Programming
San Antonio College
MBA - Information Security
Keller Graduate School of Management
Training
- High Impact Presentations (Dale Carnegie)
- The Art of Brewing (Siebel Institute)
- Ad view (Market Track), Intactix, TD Lynx
- Presenter at Harvard School of Business
- Category Management & Fact-Based selling (CM Profit group)
- Business Intelligence and Power BI
- Effective Negotiating (Chester Karrass)
- High-End Category maximization (CM Profit group)
- Project Management
- Time Management (Kenneth Zeigler)
- Nielsen Scan Trak data detective
- Apple Mac OS and Applications
- Balance Scorecard (Gymnetics)
- IRI Consumer Panel data & Builders
- Mobile App Development
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