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Scott Withers
Traverse City,MI
Summary
Director Business Management, Operations, Marketing & Sales | MBA Candidate – MEP | CPG | Beverage, Alcohol & Non-Alcohol | Business Development, Growth Marketing & Sales
Creative, data-informed, and entrepreneurial marketing executive with 15+ years of leadership in the MEP, beverage, CPG, craft beverages and consumer services industries. Proven success in building and scaling brands like AriZona Beverages and Capital Brewery through strategic marketing, product launch execution, multi-channel marketing strategies, digital innovation, and cross functional leadership. Passionate about elevating legacy-rich brands through modern marketing, community engagement, and performance analytics. Extensive experience working with leadership, marketing, sales, production, and retail teams, to align marketing with core business outcomes.
Overview
18
18
years of professional experience
3
3
Certificate
1
1
year of post-secondary education
1
1
Graduate Certificate
Work History
Director of Marketing and Brand Development
Sheren Plumbing & Heating, Inc.
12.2021 - 11.2024
- Spearheaded marketing transformation including rebranding, digital campaigns, and community marketing.
- Implemented performance marketing systems that increased customer engagement and retention by 22%.
- Led cross-functional collaboration between operations, sales, and marketing, resulting in 14% revenue growth year over year.
- Implemented business strategies, increasing revenue, and effectively targeting new markets.
- Monitored office workflow and administrative processes to keep operations running smoothly.
- Optimized operational processes using analytics tools to address client-specific metrics.
- Drafted and distributed reports to assist ownership with critical business decisions.
- Assisted in recruiting, hiring and training of team members.
- Implemented innovative programs to increase employee loyalty and reduce turnover.
- Reduced operational risks while organizing data to forecast performance trends.
- Negotiated price and service with customers and vendors to decrease expenses and increase profit.
- Compiled research data and gave professional presentations highlighting finds and recommended optimizations.
- Gathered, documented, and modeled data to assess business trends.
- Produced detailed and relevant reports for use in making business decisions.
- Reviewed internal systems and organized training plans to address areas in need of improvement.
- Proved successful working within tight deadlines and a fast-paced environment.
- Demonstrated creativity and resourcefulness through the development of innovative solutions.
- Developed strong organizational and communication skills through coursework and volunteer activities.
- Used strong analytical and problem-solving skills to develop effective solutions for challenging situations.
- Used critical thinking to break down problems, evaluate solutions and make decisions.
- Provided professional services and support in a dynamic work environment.
- Proven ability to learn quickly and adapt to new situations.
- Reduced budgetary expenditures by effectively negotiating contracts for more advantageous terms.
- Managed purchasing, sales, marketing and customer account operations efficiently.
- Formed strategic partnerships and connected with potential clients to drive business development.
- Monitored expenditures to mitigate risk of overages.
- Passionate about learning and committed to continual improvement.
Director & Division Manager
AriZona Beverages USA, LLC.
01.2007 - 11.2018
- Trained, directed, developed and managed employees in executing national plans/goals
- Incorporated and managed outside companies to execute customer initiatives
- Leveraging customer relationships, established, managed & executed marketing objectives
- Responsible for a 43% increase (+$6MM), in sales for market area.
Education
MBA Candidate (Oct. 2025) - Marketing & Entrepreneurship And Family Enterprise
Louisiana State University
Shreveport, LA 01.2025 - Current
Bachelor of Science in Business Administration - Business Management, Finance, Marketing & Sales
DeVry University
Naperville, ILHigh School Diploma -
Traverse City Central High School
Traverse City, MISkills
- Marketing Strategy
- Brand Storytelling
- Digital Marketing (SEO, email, Social Media)
- Visitor Experience/Product Launch
- Strategic Marketing & Sales Planning
- KPI-Driven Performance Management
- Cross Functional Team Collaboration
- Community Engagement, Vendor Management
- New Market Expansion
- Trade Show, Event & Industry Representation
- Sales Team Leadership & Development
- B2B Customer Engagement
- CRM & ERP Optimization
- Financial Reporting
Accomplishments
- Created and executed a strategic regional sales and marketing plan, leading the Midwest sales team, resulting in a 43% increase in sales (+$6MM).
- Trained and developed employees to execute national plans, significantly boosting market area sales and enhancing customer satisfaction.
- Penetrated underdeveloped Midwest markets through tailored promotional campaigns, resulting in new regional accounts and sustained growth.
- Managed regional sales, sales promotions, sampling programs, distributor communications, and retail presence.
- Achieved 83% increased business reporting efficiencies by introducing Spreadsheet Server Business Analysis software for all business reporting tasks.
- Collaborated with team of 12 in the execution of cloud migration of all internal company server applications.
- Achieved timely business reporting to the ownership by completing requested business financial reports with accuracy and efficiency.
Certification
- Sales Growth Graduate Certificate – Cornell University (2025)
- Business Development Foundations - LinkedIn - 2025
- AWS Academy Graduate - AWS Academy Cloud Foundations - 2025
- MEP Industry Training - 2023
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Type
Full TimeLocation Preference
On-SiteRemoteImportant To Me
Career advancementWork-life balanceCompany CulturePersonal development programsHealthcare benefitsPaid time offPaid sick leave401k matchQuote
Price is what you pay. Value is what you get.
Warren Buffett
Affiliations
- Project Management Institute (PMI)
- SHRM
- Traverse Bay Sunrise Rotary
- The Economic Club of Traverse City
Software
WP Rocket
MonsterInsights
Ahrefs
SEMRush
Wordpress
Elementor
Yoast
RankMath
Social Media (Facebook, Instagram, X, LinkedIn, YouTube)
Microsoft365 Suite
Adobe Creative Suite
AI - Productivity Platforms - Prompt Engineering
Website Hosting Platforms
Trimble Viewpoint Vista ERP
CRM Platforms
Google Workspace
Interests
Continual Learning
Golf
Rotary Member & Chair (PR/Public Image Committee)
Languages
English
Native or Bilingual
Timeline
MBA Candidate (Oct. 2025) - Marketing & Entrepreneurship And Family Enterprise
Louisiana State University
01.2025 - Current
Director of Marketing and Brand Development
Sheren Plumbing & Heating, Inc.
12.2021 - 11.2024
Director & Division Manager
AriZona Beverages USA, LLC.
01.2007 - 11.2018
Bachelor of Science in Business Administration - Business Management, Finance, Marketing & Sales
DeVry University
High School Diploma -
Traverse City Central High School