Rick DeLeon
San Antonio,TX
Summary
Accomplished, tenacious CPG professional with extensive experience in the adult beverage industry. Expertise in chain and distributor business development, relationship building, merchandising and program implementation. Adept at developing marketing initiatives for execution in highly competitive settings. Dynamic, results-driven producer with expertise providing distributors with critical tools to accomplish challenging sales goals. Skilled at building strong customer relationships that lead to increased sales and market share.
Overview
22
22
years of professional experience
Work History
Senior District Sales Manager
PABST BREWING COMPANY
San Antonio
01.2012 - Current
- Within a span of 13 years, successfully handled the management of up to 11 distributors, supervised two direct reports, and monitored the performance of our local Lone Star Field Market Rep.
- Led the development and execution of distributor business plans, monthly meetings, incentive programs, budgets, pricing and local marketing programs.
- Impacted the overall success of programming initiatives by aligning closely with chain and brand personnel.
- Achieved outstanding results at Glazers McAllen by driving team collaboration, implementing effective incentive programs, organizing successful sales meetings, and partnering with the marketing director to secure profitable sponsorships that led to doubling yearly sales within 3 years.
- Recognized with an award in 2013 for driving the successful launch of Lone Star Bock rollout.
- Promoted to a large market role in 2015, entrusted with overseeing Pabst's 8th largest market, San Antonio. Significantly expanded the market to the third largest market for the company by 2023.
- San Antonio achieved strong growth in 2017, becoming the only top 10 distributor nationwide to experience a significant increase of +6.5%. By the conclusion of 2018, San Antonio had become the 5th largest market for Pabst nationally.
- In 2017, attained the highest position among all territories in our 11 state region and secured second place nationwide for sales trends, distribution goals and margin growth.
- Implemented and executed successful business strategies in 2023 to surpass market share growth targets for below premium and FMB brands and drove 11% above 2023 volume plan.
MARKET DEVELOPMENT MANAGER
Coca Cola Refreshments
Corpus Christi
01.2011 - 01.2012
- Achieved exceptional results in sales growth objectives and gross profit maximization within a specific geographic area by successfully managing contract negotiations with an array of establishments such as restaurants, universities, bars, and hospitals.
CHAIN MANAGER
CHAPARRAL DISTRIBUTING
01.2010 - 01.2011
- Executed management of both National and Regional chain accounts through collaboration with the Red Bull national account team, covering local and regional buyer calls in central and west Texas. Developed our distributor annual business plan and conducted contract negotiations with Non-Traditional accounts (GAMA / UT).
- Developed and presented business reviews, sales programs, merchandising initiatives and sales sheets for our weekly sales meeting.
KEY ACCOUNT EXEC – WALMART/SAMS
MILLERCOORS LLC (formerly Coors Brewing Co.)
01.2008 - 12.2008
- Drove sales through two high demand national customers and 19 distributors in Texas and New Mexico generating $18,000,000 in annual sales.
- Developed and managed marketing programs at local and national levels, collaborating with Walmart Region VPs, Market Managers, and wholesalers to achieve optimal results. Achieved a 13% sales increase within the first 10 months of implementation.
- Performed market visits to expand brand presence, coach distributor sales representatives, and evaluate program effectiveness while exploring untapped opportunities.
KEY ACCOUNT MANAGER
MILLERCOORS LLC (formerly Coors Brewing Co.)
01.2005 - 12.2007
- Increased company presence in Oklahoma by securing partnerships with major chain customers including Circle K, 7 Eleven , Love's, Homeland, Crest and Reasor's.
- Developed relevant programs and marketing initiatives to foster strong customer relationships, resulting in increased sales and heightened customer awareness as well as supported and participated in their local charity events.
- Delivered monthly presentation on chain programming and execution to distributor management. Attended monthly sales team meetings to present chain programming.
- Developed close working relationship with Coors DSM to devise detailed Oklahoma yearly business strategy incorporating chain programming, incentive assistance, new item introductions and a strategic approach to pricing for effective execution of promotional activities and displays over the course of the year.
- Consistently performed weekly market visits to increase brand recognition, educate distributor sales team, and uncover potential business opportunities.
- Achieved a consistent increase in chain sales, with growth rates of 4.9% in 2005, 8.1% in 2006, and 7.4% in 2007
- Successfully reversed negative trends in 7-11, the largest chain in OKC resulting in a growth of +15.9% in 2006 and 14.1% in 2007
RETAIL SALES REP
MILLERCOORS LLC (formerly Coors Brewing Co.)
San Antonio
05.2002 - 12.2004
- Collaborated closely with local distributor in the San Antonio market to drive sales, expand distribution, and execute impactful displays that significantly boosted brand recognition across the Coors portfolio.
- Developed local incentive programs with Coors DSM to foster excitement and execution within the portfolio. Increased share of mind by actively participating in sales meetings, distributor work withs, and providing weekly recaps.
- Collaborated with Account Executives from HEB and Valero to create essential sales programs.
- Consistently delivered strong growth results over a span of three years: increased sales by 14.1%, followed by boosts of 5.5% and an additional surge of 7.7%, respectively for the top 100 Off and On Premise Accounts.
Education
Bachelor of Business Administration - Information Systems
University of the Incarnate Word
San Antonio, TXSkills
- Sales and Marketing
- Pricing Analysis
- Distributor & Team Management
- Chain Account Management
- Strategic and Tactical Planning
- Category Management
- Budget Planning
- On /Off Premise Execution
- New Product Introduction
- Strong Presentation Skills
- Analysis and Forecasting
- Distributor /Personnel Training
Timeline
Senior District Sales Manager
PABST BREWING COMPANY
01.2012 - Current
MARKET DEVELOPMENT MANAGER
Coca Cola Refreshments
01.2011 - 01.2012
CHAIN MANAGER
CHAPARRAL DISTRIBUTING
01.2010 - 01.2011
KEY ACCOUNT EXEC – WALMART/SAMS
MILLERCOORS LLC (formerly Coors Brewing Co.)
01.2008 - 12.2008
KEY ACCOUNT MANAGER
MILLERCOORS LLC (formerly Coors Brewing Co.)
01.2005 - 12.2007
RETAIL SALES REP
MILLERCOORS LLC (formerly Coors Brewing Co.)
05.2002 - 12.2004
Bachelor of Business Administration - Information Systems
University of the Incarnate Word
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