Sarah Murphy
Seattle,USA
Summary
Dynamic sales leader with a proven track record at Bacardi USA, excelling in strategic planning and customer relationship management. Spearheaded initiatives that drove a 7.9% NSV growth, while mentoring teams to enhance performance. Adept at cross-functional collaboration and data analysis, delivering impactful results in competitive markets.
Overview
15
15
years of professional experience
Work History
Director Field Sales, On Premise
Bacardi USA
Seattle, Washington
04.2024 - Current
- Mentored BAMs and Market Managers to execute national strategy, enhancing performance and accountability.
- Facilitated wiring workshops across Southern California, Texas, and NYC, utilizing case studies and account planning templates.
- Co-created incentive mechanisms that recognized execution quality and drove performance improvements.
- Established execution standards to optimize menu placement and guide activation priorities.
- Implemented Go Spot Check, an AI-driven menu tracking platform for On-Premise Field BAM/MMs.
Step-Up CP&A Manager, WEST
Bacardi USA
Seattle, Washington
12.2023 - 05.2024
- Led commercial initiatives, enhancing distributor sales incentives and engagement strategies.
- Facilitated collaboration among brand teams, local markets, and distributor partners to drive execution.
Regional Account Manager, On-Premise
Bacardi USA
Seattle, USA
03.2020 - 03.2024
- Developed strategic account plans to enhance customer relationships and drive growth with regional restaurants, hotels, and bars for the West region, resulting in a +7.9% NSV in FY24.
- Created targeted programming and solutions for key accounts across the BUSA portfolio to drive distribution and rate of sale, resulting in a 3.1% increase in FY24 9L case sales.
Senior Programming Manager, On-Premise
Bacardi USA
Coral Gables, USA
07.2019 - 02.2020
- Creation and execution of the On-Premise Playbook to support the on-premise sales force within Bacardi and our distributor partners.
- Management of Customer Marketing Manager and support of the National Accounts On-Premise team and customers.
Customer Marketing Manager, On-Premise
Bacardi USA
Coral Gables, USA
02.2018 - 06.2019
- Supported 13 National and Regional Account Managers in developing strategic customer plans and promotions for 250 chain customers.
- Secured over 130 new placements/features through 95 individual NAOP customer RFPs/presentations in FY19, including Applebee's, Marriott, and Capitol Grille.
- Developed customized brand programs to drive traffic across all channels using point-of-sale, experiential events, and drink theater.
Account Manager
Incentive Marketing, Inc.
Miami, USA
01.2016 - 01.2018
- Analyzed and presented beverage menu proposals, collaborating with clients and suppliers to boost sales.
- Managed client budgets while negotiating marketing support, campaigns, and sponsorships.
- Achieved an average 14% increase in voluntary marketing support year-over-year for each client.
- Developed staff beverage incentives, along with training guides and promotional materials.
Marketing Manager, Chili's Grill & Bar
Brinker International
Dallas, USA
02.2014 - 01.2016
- Directed over 10 quarterly advertising campaigns, collaborating with agency account teams, creative teams, and producers throughout creative process.
- Ensured brand image and voice consistency across all media channels including print, digital, TV, email, and social.
- Managed $10 million budget through precise estimates, billing, and reconciliation for broadcast production and talent compensation.
Marketing Specialist, Chili's Grill & Bar
Brinker International
Dallas, USA
08.2013 - 01.2014
- Managed $40MM beverage business, enhancing menu development and executing national marketing promotions.
- Created comprehensive beverage plan, leading cross-functional efforts for Multi-Market Tests and launch.
- Developed incentive program generating $1MM in incremental sales quarterly, recognizing over 15,000 team members.
Marketing Coordinator, Chili's Grill & Bar
Brinker International
Dallas, USA
05.2012 - 07.2013
- Spearheaded menu development to innovate and optimize product offerings.
- Collaborated with Supply Chain and Finance teams to enhance beer optimization.
- Managed beverage category to ensure alignment across departments.
Marketing Coordinator, Maggiano's Little Italy
Brinker International
Dallas, USA
02.2011 - 04.2012
- Drove over $500k in sales through email and social media campaigns.
- Created wine education program to grow ‘Server Wine Knowledge’ by 7% and ‘Beverage Quality’ by 2%.
- Developed a ‘Happy Hour’ program to increase Guest Counts by 3% and maintained beverage PPA.
- Improved wine profitability by $500k through category management and price verification.
Marketing Intern, Maggiano's Little Italy
Brinker International
Dallas, USA
05.2010 - 01.2011
- Engaged guests via social media, boosting Facebook fans by 182% and Twitter following by 42%.
- Developed and managed Chef Blog, producing chef bios, weekly calendars, and blog posts.
- Created videos to enhance blog readership, achieving 70,000 monthly visitors.
Education
Bachelor of Science - Business Administration, Marketing
University of Arkansas
Fayetteville, AR05.2010
CIMBA Undergraduate Study Abroad -
University of Iowa
Paderno del Grappa, Italy05.2009
Skills
- Strategic planning
- Customer relationship management
- Product launches
- Cross-functional collaboration
- Coaching and mentoring
- Data analysis and reporting
Timeline
Director Field Sales, On Premise
Bacardi USA
04.2024 - Current
Step-Up CP&A Manager, WEST
Bacardi USA
12.2023 - 05.2024
Regional Account Manager, On-Premise
Bacardi USA
03.2020 - 03.2024
Senior Programming Manager, On-Premise
Bacardi USA
07.2019 - 02.2020
Customer Marketing Manager, On-Premise
Bacardi USA
02.2018 - 06.2019
Account Manager
Incentive Marketing, Inc.
01.2016 - 01.2018
Marketing Manager, Chili's Grill & Bar
Brinker International
02.2014 - 01.2016
Marketing Specialist, Chili's Grill & Bar
Brinker International
08.2013 - 01.2014
Marketing Coordinator, Chili's Grill & Bar
Brinker International
05.2012 - 07.2013
Marketing Coordinator, Maggiano's Little Italy
Brinker International
02.2011 - 04.2012
Marketing Intern, Maggiano's Little Italy
Brinker International
05.2010 - 01.2011
Bachelor of Science - Business Administration, Marketing
University of Arkansas
CIMBA Undergraduate Study Abroad -
University of Iowa
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