RAWNICA DILLINGHAM

• Lead national revenue strategy for a $25M premium whiskey brand representing approximately 80,000 annual case shipments across the United States and more than 10 international markets.
• Oversee a distributed commercial organization of approximately 50 team members including regional sales leadership, brand ambassadors, and market development roles with eight direct reports.
• National Distribution Expansion
• Expanded distribution to 27 new U.S. states and 10 international markets, positioning the brand as a nationally distributed premium whiskey. Led distributor identification, negotiations, and market launch strategies across expansion markets.
• Distributor Infrastructure Transformation
• Led the transition to Republic National Distributing Company (RNDC) as primary distributor across 39 markets, restructuring the company’s distribution network and partnership framework to support scalable national growth.
• Sales Organization Development
• Built and structured a national field execution organization, launching the Brand Ambassador program and expanding the team to 25 ambassadors supporting on-premise and off-premise market development.
• Designed the company’s sales structure including territory definitions, incentive plans, role alignment, and performance management systems.
• Introduced company-wide sales scorecards and depletion tracking to improve forecasting accuracy and performance accountability.
• Enterprise and National Accounts
• Developed national retail partnerships with Costco, Kroger, Meijer, Publix, Total Wine, BevMo, Albertsons, Spec’s, Raley’s, and Smith’s.
• Expanded direct-to-consumer distribution through partnerships with ReserveBar and Flaviar.
• Built hospitality partnerships with national operators including Marriott and Aramark.
• Strategic Partnerships
• Developed a national partnership with Rocky Patel / Tubeaux integrating bar-top humidor placements with cocktail programs to expand on-premise distribution and brand visibility.

• Founded a hospitality and beverage innovation ecosystem focused on modernizing how emerging brands build distribution, execute field sales, and scale consumer beverage platforms.
• Fallow Collective operates as a platform supporting both internally developed ventures and fractional leadership engagements with hospitality, retail, and beverage organizations.
• Portfolio ventures include:
• Barrel & Bloom Agency — Sales strategy and market execution firm providing distributor alignment, hospitality placement strategy, and national account development for emerging beverage brands.
• Rooted Field Services — Field sales and brand activation organization delivering in-market representation, account development, and retail execution support for beverage and hospitality-adjacent CPG brands.
• Sipp Garden — Purpose-driven beverage brand and hospitality concept developing ingredient-driven drink experiences and beverage products centered on natural ingredients, sustainable sourcing, and community impact.
• The Learning Table — Leadership and professional development platform focused on sales growth, mentorship, and industry education.
• In addition to building internal ventures, Fallow Collective provides fractional executive leadership and strategic advisory services to organizations within the hospitality and beverage CPG spaces.
• Current engagements include:
• Fractional Chief Hospitality Officer - Circle the Wagons
• Leading hospitality strategy, experience design, and brand partnership development for a platform focused on strengthening community and engagement within the independent grocery sector.
• Hospitality and Beverage Strategy Consultant - National Grocers Association
• Consulting on hospitality integration and beverage program development to support independent grocers and strengthen consumer engagement within retail environments.
• Across these ventures and engagements, responsibilities include:
• Designing scalable go-to-market strategies for emerging CPG brands and hospitality platforms
• Developing distributor, retail, and hospitality partnerships
• Building field sales and market activation infrastructure
• Advising founders and leadership teams on commercialization and revenue strategy
• Supporting product development and brand positioning for consumer beverage companies

• Held progressively senior leadership roles within one of the fastest-growing premium whiskey brands in the United States, responsible for market expansion, distributor strategy, national partnerships, and consumer engagement initiatives.
• Led regional revenue strategy across Ohio, Michigan, and Minnesota while managing distributor partnerships, pricing strategy, national chain retail submissions, and sales performance management.
• Developed and executed national consumer engagement initiatives including VIP experiences, trade partnerships, and large-scale brand activations at major hospitality and spirits industry events.
• Built and led the company’s National Brand Ambassador program, recruiting and training ambassadors responsible for trade education, account engagement, and consumer activation.
• Developed partnerships across hospitality venues, cigar lounges, and luxury consumer networks to expand brand presence in premium markets.
• Managed distributor relationships including pricing strategy, promotions, account placements, and market development across multiple states in partnership with RNDC and other distributor partners.
• Collaborated closely with marketing, brand, and executive leadership teams to support national brand growth, industry visibility, and market penetration.

• Managed high-profile on-premise accounts representing national spirits portfolios. Ranked among the Top 7 Sales Representatives and received the company’s Best of the Best Award.
• Hospitality Leadership Roles
• Earlier leadership roles in hospitality management include Bravo Brio Restaurant Group, Hueston Woods State Lodge, Dakota’s Steakhouse & Saloon, and Red Lobster / Darden Restaurant Group.

Earlier Leadership Roles in Hospitality Management Include Bravo Brio Restaurant Group, Applebee's, Darden Restaurant Group, Dakota’s Steakhouse