Shelby Duarte Walton
Brentwood,CA
Summary
Results-driven professional with extensive experience in the CPG industry, specializing in beverages and cannabis. Known for leveraging analytical thinking and creativity to solve problems and deliver high-impact solutions in fast-paced environments. Skilled in sales management, project execution, and diverse marketing strategies. Recognized for exceptional organizational skills, passion, and self-motivation, delivering value through strategic relationship-building, effective leadership, and outstanding customer service.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Strategic Brand Manager
PETALFAST
Bay Area, CA
01.2024 - Current
- Oversee the management of eight brand partnerships across California and Arizona, driving strategy development, stakeholder buy-in, and project execution for each brand.
- Key responsibilities include inventory management, sales forecasting, gap analysis, budget allocation, and quarterly planning, aligned with revenue targets.
- Enhance consumer and retailer equity by implementing strategies in pricing, packaging, promotions, digital advertising, and consumer event activations, leveraging market research to inform decisions.
- Regularly analyze headset and BSDA market data to extract insights and optimize performance.
- Recommended product changes to enhance customer interest and maximize sales.
Key Account Specialist
PETALFAST
Central Valley, Redding, Sacramento
03.2022 - Current
- Manage 100+ cannabis retailers and a brand portfolio of 30+ cannabis brands.
- Work closely with brand partners to align on sales goals and account sales execution.
- Work in liaison with the Field and Trade department to ensure sell-through and ROI on brand placements.
- Analyze retail, product categories, and consumer data to increase sales in each account.
- Increased profitability and revenue by identifying customer needs and determining appropriate offerings.
- Notable Achievements:
- Consistently hitting 85% or more of the sales goal month over month.
- Create growth business plans for each account, and oversee special programming.
- YTD sales are up 146% compared to 2022.
Account Manager
Central Coast Agriculture (Raw Garden)
Greater Sacramento, Central Valley, Shasta County
01.2021 - 03.2022
- Oversaw a portfolio of 125+ client accounts and acted as the primary liaison between the consumer and the corporation.
- Analyze TREEZ and other respected data and insights to increase sales in each account.
- Work closely with distribution partners to align on sales goals and account sales execution.
- Actively pursue new business as more cannabis retail licenses are issued in my territory, via cold calling and researching leads.
- Developed pricing strategies that would maximize profits while still remaining competitive in the market.
- Notable Achievements:
- Increase M2M sales from 1 million to 1.5 million last quarter.
- Average 40% account activation ordering per week.
- Created growth business plans for each account, and oversaw special programming.
- 10M YTD revenue for my accounts is up 5% from last year.
Raw Garden Account Manager
Herbl Distribution Solutions
09.2020 - 01.2021
- Account sales manager for HERBL’s #1 brand, Raw Garden
- Managed over 200 California dispensaries in my region.
- The position was eliminated, and we were all hired to work directly for the brand in 2021.
Territory Sales Manager & Marketing Associate
M Plant Productions (The Root Of It All)
East Bay, North Bay, Sacramento, Central Valley, CA
12.2018 - 09.2020
- Successfully launched this company from the ground up in the California cannabis market.
- Rolling out two brands since inception (The Root of It All and Mistifi).
- Worked closely with HERBL distribution sales teams to enhance product distribution within storefronts and delivery accounts.
- Identify opportunities and craft innovative marketing plans to increase brand presence.
- Manage a team of one sales representative and three brand ambassadors who conduct PADs to increase velocity.
- Manage community outreach via Instagram for the national handle.
- Co-manage field marketing events under the Director of Marketing.
- Develop a business and marketing plan each quarter to identify opportunities to increase revenue.
- Enhance sales efforts through the development of account promotions, incentives, and marketing initiatives.
- Developed buyer relationships at cannabis retailer accounts in the territory.
- Increased brand presence in the wellness and cannabis space and grown social media following to over 3.5k
Territory Sales Manager
Federation Brewing
Oakland, USA
12.2017 - 12.2018
- Oversaw sales activity in East Bay on-premise accounts.
- Identified new opportunities through community outreach and field marketing.
- Used data/CRM systems to identify opportunities for new or expanded distribution, lost sales, incremental volume increases, activity tracking and other business insights
- Implemented new processes within the company to ensure proper analytics and business operations to grow revenue and productivity.
- Identified local events to participate in to grow brand awareness.
- Increased distribution by 35% in 2018.
Sales Representative
Craft Brew Alliance
San Francisco, USA
02.2017 - 11.2017
- Oversaw sales activity in San Francisco and North Bay for Kona Brewing.
- Work closely with Anheuser-Busch sales reps to increase product distribution within chain and on-premise accounts.
- Developed influencing presentations based on consumer insights to improve distribution by category.
- I represented the brand at all outside events to increase brand presence.
- Supported sales programs within strategic chain accounts, including Safeway, BevMo, Whole Foods, Albertsons, and CVS.
- Enhanced sales efforts through the development of marketing initiatives and sell-in programs.
- Increased overall chain distribution by 25% in 2017.
Sales Support and Marketing Coordinator
Delegat USA, Inc.
San Francisco, USA
07.2015 - 02.2017
- Worked closely with the sales team to support their market needs, to increase sales.
- Recruited, hired, trained, and co-managed a team of 25 brand ambassadors to conduct in-store wine demos.
- Analyzed the performance of the brand ambassador team and implemented a strategy to increase sales during in-store demos.
- Supported high-volume projects related to incentives and sampling.
- Supported CRM projects through account validation, fielding questions, and troubleshooting issues.
- Created and distributed point-of-sale and sales presentation materials to the in-market sales team.
- Led the planning and execution of incentive trips for our largest distributor, Southern Glazer Wine & Spirits.
- Implemented and tracked brand merchandising with the sales team, brand ambassador, and distributors.
Marketing and Communications Assistant
Duck Pond Cellars
Dundee, USA
01.2014 - 07.2015
- I had an internship during my last year of college, and then I was promoted to a full-time position after graduation.
- Coordinated all communication, marketing and advertising activities with the Director of Communications
- Created content for social channels, and managed posting schedules.
- Maintained winery websites.
- Maintained and edited point-of-sale materials to ensure they are current and relevant to the market for the sales team.
- Created a charitable giving program through the winery, and oversaw requests and wine distribution.
- Created email blasts monthly to wine club members and all subscribers.
Education
Bachelor of Science - Marketing
Linfield University
McMinnville, OR06-2014
Skills
- Client experience management
- Category growth
- Brand positioning
- Brand strategy
- Sales monitoring
- Promotion development
- Key account development
- Analytical problem solver
- Rapport and relationship building
- Cross-functional collaboration
- Product and service management
- Excellent communication skills
Certification
- Health and Life Coach Certification, Health Coach Institute, 2020
Timeline
Strategic Brand Manager
PETALFAST
01.2024 - Current
Key Account Specialist
PETALFAST
03.2022 - Current
Account Manager
Central Coast Agriculture (Raw Garden)
01.2021 - 03.2022
Raw Garden Account Manager
Herbl Distribution Solutions
09.2020 - 01.2021
Territory Sales Manager & Marketing Associate
M Plant Productions (The Root Of It All)
12.2018 - 09.2020
Territory Sales Manager
Federation Brewing
12.2017 - 12.2018
Sales Representative
Craft Brew Alliance
02.2017 - 11.2017
Sales Support and Marketing Coordinator
Delegat USA, Inc.
07.2015 - 02.2017
Marketing and Communications Assistant
Duck Pond Cellars
01.2014 - 07.2015
- Health and Life Coach Certification, Health Coach Institute, 2020
Bachelor of Science - Marketing
Linfield University
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