Raul Herrera
Summary
Accomplished sales professional with a strong breadth of total beverage alcohol industry experience accompanied by a superior work ethic. In depth knowledge within all business channels, including operations, multi-cultural markets, On/Off Trade and National & Regional Accounts. Experience in delivering success through the development and execution of effective sales and marketing programming. A recognized leader with exceptional interpersonal skills and organizational abilities who consistently executes to exceed targeted goals, build culture, and add value to the overall success of the organization. Known for my ability to excel in highly cross functional and matrixed environments, successfully managing multiple stakeholders at all levels of the organization.
Overview
17
17
years of professional experience
Work History
Senior Manager, Commercial Innovation
Diageo
New York
11.2019 - Current
- Lead and commercialize innovation launches for US Spirits
- Responsible for the subset of launches, working with Brand, Commercial Planning, Supply and other cross functional teams on the timely development and execution of commercial materials for all innovation launches
- Lead and influence cross-functional stakeholders and processes to ensure front-end product launches are seamless and successful
- Successfully helped launch 8 innovation programs in F20, which contributed over $9.5MM in NSV and 110K cases in depletions
- F21 launched 12 innovation concepts contributing $31MM in NSV and +300K in depletions.
National Account Sales Manager
Diageo
Norwalk, CT
01.2019 - 11.2019
- Lead the National Account Management sales for spirits in the Drug Channel (CVS & Regional accounts)
- Responsible for delivering +$40MM in DNSV plan and +500K cases in volume annually
- Develop and deliver sales presentations for quarterly business reviews, new items, shelf expansion and annual programming
- Responsible for development and implementation of the Customer Joint Business Plan
- Driving execution and maintaining accountability through embedding distributor execution plans, goals and setting performance standards against national programming
- Weekly connectivity between national and local sales teams to ensure open lines of communication, address key concerns and capture opportunities
- Work with Customer Marketing team to customize promotional plans and national programming.
IL Chain Sales Manager
Diageo
Chicago, IL
01.2018 - 01.2019
- Support the Sales Director and VP in ensuring execution of 1.4MM in depletions and 171MM in NSV for IL
- Responsible for building, planning, and executing $900K in coupon redemption for IL
- Design programing, incentives, and POS to drive share of display and shelf which results in pull through, depletions and national account execution
- Instrumental in executing loyalty offers, National In Ad effectiveness and the Coca Cola partnership for IL
- Interpret and communicate Nielsen/IRI results to the local team and distributor
- Manage innovation allocations, selling materials and overall communication to distributor
- Oversee supply and distributor innovation ordering, assisted VP & CD with innovation forecasts for IL
- Responsible for IL coupon production and execution for all national accounts within IL
- Manage all NA communication and support for IL.
Director of Commercial Capabilities, United Div.
Breakthru Beverage Group
Cicero, IL
08.2016 - 12.2017
- Responsible for effective development, coordination, and facilitation of learning initiatives to ensure best in class execution
- 22 Line Managers, 400 sales consultants
- Develop, evaluate, and facilitate Diageo specific brand and national program initiatives
- Design and build modules that increase functional, leadership and brand/category capabilities
- Conduct regular in market one-on-one training sessions
- CY17: 80 work withs completed
- Collaborate with executive leadership team to gain knowledge of work situations requiring training
- Execute Diageo specific on boarding for new United associates
- CY17: 3 Onboarding, 8 sales consultants
- Develop practical social media & digital trainings for sales teams
- CY17: 12 how-to trainings, 100 sales associates, and 7 account specific case studies.
District Sales Manager, United Div.
Breakthru Beverage Group
Cicero, IL
01.2015 - 07.2016
- Managed and developed a team of 11 sales professionals, resulted in increased channel revenue growth
- Strategically planned and executed over 100,000 cases to corporate chains, totaling $15M in revenue
- Executed Diageo brand and national accounts programming at store level
- Leveraged pricing and product promotional discounts deals to build sales in TC2 accounts
- Flawless execution with innovation products, maximizing the 'Jewel Osco First to Market' strategy
- On boarded and continued development of 2 new sales team member, resulting in 3 internal promotions.
Sales Consultant, United Div.
Breakthru Beverage Group
Cicero, IL
03.2011 - 12.2014
- Developed strong relationships with retail partners, marketing agencies, and trade development to exceed sales targets
- Managed over 100 accounts and drove as much as $4 million dollars in revenue annually
- Increased total revenue on wine and spirits by 12% FY13
- Achieved bonus pool, incentives, and division priorities for 45 consecutive months
- Instrumental in the creation and implementation of the Multicultural partnership program
- Leadership role in OPGM Multicultural Partnership Program - Survey Run Foundations.
Warehouse Operations Supervisor
05.2010 - 03.2011
- Supervised daily work function of 50+ operations employees
- Managed inventory controls for over 6,000 product sku's
- Accountable for running production reports to monitor productivity and mitigate overtime hours
- Executed maximum productivity levels during operation hours, results exceeding 5,500 cases set for distribution per hour.
Warehouse Employee
05.2007 - 04.2010
- Delegated team lead on production line; responsible for operational oversight of 3-5 warehousemen
- Responsible for other daily tasks such as driving a forklift, loading trucks, and restocking merchandise.
Education
BA -
Northern Illinois University
DeKalb, IL01.2009
Skills
- Talent Development
- Distributor Knowledge
- Nielsen
- Sales & Negotiation
- Cross-functional team leadership
- Data Analysis
- Budget Oversight
- Market Analysis
- Operations Management
- Strategy and Operations Planning
- Innovation Commercialization
- TBA Consumer and Retailer Knowledge
Awards
- Wine & Spirits Education Trust, Wine & Spirits Level 2 Certification
- Development Dimensions International, Certified Facilitator
- Diageo Management Development Program, Accelerated Development Graduate
- Salesperson of the Quarter- F14 Q2 Sales Distinction
- Salesperson of the Quarter - F13 Q4 Sales Distinction
- Salesperson of the Month - November 2012
- Recipient of Wirtz Way of Working - December 2011
Timeline
Senior Manager, Commercial Innovation
Diageo
11.2019 - Current
National Account Sales Manager
Diageo
01.2019 - 11.2019
IL Chain Sales Manager
Diageo
01.2018 - 01.2019
Director of Commercial Capabilities, United Div.
Breakthru Beverage Group
08.2016 - 12.2017
District Sales Manager, United Div.
Breakthru Beverage Group
01.2015 - 07.2016
Sales Consultant, United Div.
Breakthru Beverage Group
03.2011 - 12.2014
Warehouse Operations Supervisor
05.2010 - 03.2011
Warehouse Employee
05.2007 - 04.2010
BA -
Northern Illinois University
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