Scott A Krimm
Lutz,FL
Summary
I am a proven sales leader with leadership skills in the DSD beverage industry. I have over 30 years of experience in the three-tier system in both the on and off premise. Experience in account management, distributor management and national account management.
Overview
31
31
years of professional experience
3
3
Certification
Work History
Senior DSD Manager Florida
Primo Brands/Nestle Waters
11.2019 - Current
- In this role, I spearhead the strategic development of DSD operations across Florida, fostering strong relationships with key stakeholders and retail partners. My focus has been on driving sales growth by optimizing route efficiencies, implementing process improvements, and leveraging industry data to inform tactical decisions. Through hands-on leadership and an in-depth understanding of the beverage landscape, I have consistently delivered measurable results for both established and emerging brands. Manage all national, regional chains and independent accounts within my Direct Store Delivery (DSD) distribution coverage and channel prioritization. Monitor and close all gaps.
- Maintain continuity of logistical operation of all DSD routes. Map all customers in Florida with DSD partners.
- Align with Regional Business Managers to ensure DSD functions align with larger retailer chain functions
- Manage all DSD product ordering, forecast and inventory.
- Build and execute distribution plans in chains and independents within assigned territory.
- Manage all DSD trade management, budgets and KPIs. Monitor the networks ratee per case and P&L.
- Manage all business reviews of all customers and DSD network using MSA/DOT Check Book/VIP/ Nielson to support distribution and volume growth.
- Execute all innovation SKU launches
National Account Manager Midwest
Firestone Walker Brewing Company
01.2019 - 11.2019
- As a national account manager, I am ultimately charged with increasing the sales of targeted key accounts in the Midwest.
- Top key account responsibilities are Kroger, Target, Jewel Osco, Hy-Vee, Meijer, Giant Eagle, Walgreens, and Whole Foods. This includes direct account responsibility in key accounts, securing new distribution & programming, and working closely with the distributor network to ensure the execution of all new distribution/programming.
- Leverage syndicated data and shopper insights to identify distribution opportunities and adapt strategies to evolving market trends. Collaborate with cross-functional teams to optimize promotional programs, maximize shelf presence, and drive incremental sales within the territory. Oversee the onboarding and training of distributor partners on brand standards, ensuring alignment with company objectives and sales initiatives. Develop and maintain strong, positive relationships with FW field teams and distributor chain sales staff
- Work with both internal and external stakeholders to ensure the execution of all programming (ad execution/in-store sampling events/staff education events/etc.)
- Visiting key account outlets to inspect the execution of programming and reporting back results to key stakeholders
- Complete necessary administrative reporting and communications on a timely basis
- Maintain all sales goals and personal budgets outlined to you and your territory
Director of National Account's On-Premise
SweetWater Brewing Co.
04.2016 - 01.2019
- SweetWater's primary customer point of contact builds and maintains strong relationships with assigned On-Premise National Accounts in entire 32 state footprint.
- Manage all on-premises when launching new markets. 27 states successfully opened.
- Manage the sales force in all on-premise chain sales. Assign regional call points to SweetWater chain reps. Assist and attend all regional sales calls. Create a detailed and professional sales deck for all call points and the sales team.
- Maintains the sales and expanded distribution of the SweetWater portfolio to the assigned account base aligning with the Company's overall on-Premise sales strategy.
- Uncovers and acts upon opportunities to grow volume in the target account base by prioritizing and focusing on growth accounts that significantly influence total sales growth in the on and off-premise accounts.
- Work directly with marketing on account support and programs in the business plan and distributor's annual business plan.
- Develop the SweetWater annual Account Plan, including promotion, distribution, and budget objectives aligned with SweetWater's overall on-Premise sales strategy.
- Communicates to Business Unit Operations Directors any supply chain issues taking place at National Accounts to ensure the maintenance of adequate product inventory/quality levels. That includes quality assurance.
- Keep a clear line of communication with Market Development Managers/Area Managers & local on-premise personnel to ensure the activities of wholesalers support the effective implementation of all sales and marketing programs in assigned accounts.
- Analyze monthly business results measuring overall performance against our annual business plan's goals.
- Run monthly buy reports using VIP to identify gaps in non-compliant chain mandates. Give salesforce a clear line of sight on gaps.
- Manage and demonstrate the ability to manage travel and expense budgets to stay within the SweetWater budget.
Market Development Manager - Ohio & Kentucky
SweetWater Brewing Co.
04.2014 - 05.2016
- Distributor management and brand development manager for assigned distributors in Ohio/Kentucky territory.
- Manage brand activation managers in the assigned territory on the execution and brand activation toward quarterly and annual plans.
- Managed assigned chain accounts in the on and off-premise In Ohio, Indiana, and Kentucky market
- Build, execute, and achieve annual and quarterly annual business plan scorecard processes. Track and measure with the SweetWater sales team and wholesaler sales team.
- Responsible for driving agreed-upon performance plans towards goal. Measure all distribution, depletions, in-market execution, and quality assurance. Track and measure with wholesaler principles included.
- Training of salesforce. Evaluate, educate, and execute with the entire sales team. Use of coaching and developing selling skills acumen. I use the same consistent acumen with the wholesaler team.
- Training in conducting impactful wholesaler team meetings, presentations, work-withs, and ability to translate reports and data. The ability to analyze all sales situations that will be result-driven.
- Manage and execute all quality assurance audits. (3/year per Wholesaler)
- Budget Management / R.O.I. Discipline is monitored quarterly and annually within budget and individual budgets.
- New market launches. Lead with chain and on-premise
Field Sales Manager Ohio (Cleveland, Oh)
Mark Anthony Brands/Mikes Hard Lemonade
Cleveland, Oh
02.2012 - 04.2014
- Collaborated closely with marketing teams to integrate brand messaging and ensure cohesive consumer-facing campaigns across all market channels. Cultivated strong relationships with key retail partners, leveraging insights into regional trends and consumer preferences to drive innovative merchandising strategies. Continuously assessed market dynamics and competitor activity, adapting tactical initiatives to maximize share of voice and presence in high-priority accounts.
- Manage distributor network of 8 distributors in assigned sales territory with on and off-chain accounts assigned as call point responsibility.
- Responsible for managing all aspects of Mike's Hard Lemonade brands in the assigned market as well as overseeing and implementing wholesaler planning, programming, and account execution. Ultimately responsible for delivering the annual sales plan in the given market and acting as the conduit for multiple wholesaler performance for depletion volume.
- Monitor and analyze assigned territory budgets. Deliver plan and execution for distributor plan
- Responsible for ongoing and consistent communication with wholesalers to monitor product levels and increase shipments and depletions.
- Control the operating and business plan expenses while managing expenses appropriately. Call on tier 1 & 2 chain stores and C-stores and use presentation skills to sell-in distribution and feature activity. Manage the on-premise market for MABI. Develop the go-to-market plan for the brand launch of all new products. Build an account list and action plans. Work with and train a promotional team for the product launch.
Chain Account Executive Walmart/Sam's Club
MillerCoors
WI, MN, ND, SD, IA, NE
11.2010 - 01.2012
- During my tenure, I led cross-functional teams to refine sales processes and enhance field execution, integrating data-driven decisions with frontline tactics. My approach combined rigorous market analysis with hands-on leadership, ensuring that distributor partners were equipped with actionable insights and strategic direction. I initiated targeted training workshops to elevate sales acumen and foster a culture of collaboration between brand teams and distributor networks. These efforts culminated in measurable gains in product visibility, improved execution of promotional activities, and consistent outperformance against sales targets.
- Call on all aspects of Walmart Sam's Club buyers in the assigned region. This includes selling to Walmart/Sam's chain of command of Region Managers, Market Managers, and Store Directors.
- Develop the account sales call plans and facilitate their implementation with our beer distributor network of 5 states and 58 distributors.
- Manage and train distributor network on the Walmart Sam's Club virtuous cycle selling way. Management routines include developing and maintaining the account plan and selling the plan to the customer.
- Category management and performance analysis by bringing category knowledge and retail solutions to the customer. Routinely analyze resources to uncover performance issues and opportunities that sell category/space management initiatives.
- Work with marketing resources to develop and deliver customized programming annually.
On-Premise Sales Manager
MillerCoors
Chicago, Illinois
01.2008 - 11.2010
- Developed and executed distribution and volume plans on a trimester calendar for the team. Manage the on-premise sales force account management actions, retail execution, and distributor management.
- Manage assigned chain accounts, local and national
- Responsible for developing selling relationships with high-visibility, high-volume on-premise retailers. Execute various programs and promotions to increase share, volume growth, and brand awareness.
- Educated, evaluated, and trained the sales team, distributor network, brand ambassador team, and promotional agency. I have managed all teams on annual and trimester plans.
- Lead Kozol Brothers, Distributing two High Life Achievement Awards with positive sales in 2009 and 2010.
- Top performing draft distribution nationwide in 2009 and 2010.
Import and Craft Account Manager
Miller Brewing Company
Chicago, IL
11.2006 - 01.2008
- Accountable for building Miller International and craft brands through the implementation of Miller's international and craft brand sales strategy in on and off-premise accounts.
- Develop national account call points and execute them in the on and off-premise chain.
- Worked and developed the success of the Peroni draft launch that produced over 400 new draft placements in the Chain and Chicagoland market area over a one-trimester plan time frame.
- Monitored and supported distributor execution against goals with a focus on volume, distribution, and rate of sale.
- Utilized the appropriate data to assess consumer habits and occasions using Nielsen, Home Source Data, and Internal margin minder software.
- I have executed brand activation in accounts through samplings and events while working closely with the Team Enterprising Marketing agency.
Education
Ohio Peace Officers training degree -
Sinclair College
Dayton, Ohio01-1994
Skills
- Proficiency in Microsoft Office (PowerPoint, Excel, Word) VIP Reporting, Nielsen Data and MAS data reporting
Certification
- Certified Cicerone Level One
- Level 3 MillerCoors Beer Merchant
Timeline
Senior DSD Manager Florida
Primo Brands/Nestle Waters
11.2019 - Current
National Account Manager Midwest
Firestone Walker Brewing Company
01.2019 - 11.2019
Director of National Account's On-Premise
SweetWater Brewing Co.
04.2016 - 01.2019
Market Development Manager - Ohio & Kentucky
SweetWater Brewing Co.
04.2014 - 05.2016
Field Sales Manager Ohio (Cleveland, Oh)
Mark Anthony Brands/Mikes Hard Lemonade
02.2012 - 04.2014
Chain Account Executive Walmart/Sam's Club
MillerCoors
11.2010 - 01.2012
On-Premise Sales Manager
MillerCoors
01.2008 - 11.2010
Import and Craft Account Manager
Miller Brewing Company
11.2006 - 01.2008
Ohio Peace Officers training degree -
Sinclair College