Sofia Crawford
Summary
Sofia Crawford Result-oriented Sales Professional with 10 years of experience in different avenues of liquor distribution including chain merchandising, management, on- premise sales and customer service. Serviced-focused General Manager dedicated to delivering positive customer experiences to promote loyalty and repeat business. Orchestrates optimal resource utilization to handle expected operational needs. Sales leader with sound judgment, good planning abilities and interpersonal communication strengths. Collaborative leader with dedication to partnering with coworkers to promote engaged, empowering work culture. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings.
Overview
20
20
years of professional experience
Work History
General Manager
Zarate Enterprises
01.2018 - Current
- Handled money, balanced tills, processed credit card payment batches and prepared bank deposits, maintaining 100% accuracy.
- Accomplished multiple tasks within established timeframes.
- Onboarded new employees with training and new hire documentation.
- Cross-trained existing employees to maximize team agility and performance.
- Maximized performance by monitoring daily activities and mentoring team members.
- Evaluated employees' strengths and assigned tasks based upon experience and training.
- Adjusted job assignments and schedules to keep pace with dynamic business needs, factoring in processes, employee knowledge and customer demands.
- Developed and maintained relationships with customers and suppliers through account development.
- Established and updated work schedules to account for changing staff levels and expected workloads.
- Applied customer feedback to develop process improvements and support long-term business needs.
- Managed Mile Wine Company from January 2018-March 2020
- Managed MasaLatina Latin American Kitchen from June 2019- current.
General Manager
Zarate Enterprises
07.2014 - 12.2017
- Handled money, balanced tills, processed credit card payment batches and prepared bank deposits, maintaining 100% accuracy.
- Accomplished multiple tasks within established timeframes.
- Onboarded new employees with training and new hire documentation.
- Cross-trained existing employees to maximize team agility and performance.
- Maximized performance by monitoring daily activities and mentoring team members.
- Evaluated employees' strengths and assigned tasks based upon experience and training.
- Adjusted job assignments and schedules to keep pace with dynamic business needs, factoring in processes, employee knowledge and customer demands.
- Developed and maintained relationships with customers and suppliers through account development.
- Established and updated work schedules to account for changing staff levels and expected workloads.
- Applied customer feedback to develop process improvements and support long-term business needs.
- Managed Mile Wine Company from January 2018-March 2020
- Managed MasaLatina Latin American Kitchen from June 2019- current.
Artist Development/Event Planner
RapGrid.com
05.2012 - 07.2014
- Helping artist plan their battles and shows
- Establishing relationships between artists and producers
- Assist the CEO in full event planning for events and shows.
- Coordinated with participating vendors during event planning.
- Performed face-to-face meetings to finalize contract for services and event details.
- Corresponded with clients to answer questions and resolve issues.
- Established working relationships with clients by organizing various events.
- Conferred with event staff at event site to coordinate details.
On-Premise Sales Representative/ Pacific
Southern Wine and Spirits of Northern California
10.2007 - 04.2012
- Established and maintained relationships with 70 accounts in the high profile territories of Santana Row, Los Gatos, Saratoga and downtown
- San Jose
- Worked with accounts on product promotions, wine lists, cocktail lists, winemaker dinners and staff trainings
- Increased business by 10-15% each year, making the territory a $2.9 million territory.
- Increased sales by offering advice on purchases and promoting additional products.
- Achieved monthly sales goals by promoting product benefits and enrolling new clients.
- Retained excellent client satisfaction ratings through outstanding service delivery.
- Met with existing customers and prospects to discuss business needs and recommend optimal solutions.
- Assisted in product placement and visual merchandising, maintaining attractive and inviting appearance.
- Expanded customer base and boosted profit within product line.
Chain Merchandising District Sales Manager
Southern Wine and Spirits of Northern California
03.2004 - 10.2007
- Chain Sales Team of the Year in 2007
- Managed 5-7 sales representatives in the South Bay/Monterey/Santa
- Cruz territories, overseeing 230 chain stores
- Implemented training course for sales representatives for promotion intothe General Market (On-Premise/Off-Premise)
- Worked with suppliers on work withs and surveys, to increase productexposure.
Chain Merchandising Sales Representative
Southern Wine and Spirits of Northern California
09.2002 - 03.2004
- Established and maintain relationships with 25 chain/grocery stores inthe Sunnyvale/Santa Clara territories
- Assisted store managers execute weekly promotions/ads
- Maintained product exposure with floor displays, cold box placements,eye-catching point of sale and cross merchandising with otherdepartments in the store.Education
- Interests
Education
Substance Abuse Counseling Certificate -
A.A - Liberal Studies
San Joaquin Delta College
2001
Skills
- Staff Training
- Cross-Functional Team Management
- Sales Expertise
- Employee Scheduling
- Sales Team Development
- Staff Development
- Total Quality Management
- Project Planning
- Menu Planning
- Labor Cost Controls
- Profit and Loss
- Food Preparation and Safety
Timeline
General Manager
Zarate Enterprises
01.2018 - Current
General Manager
Zarate Enterprises
07.2014 - 12.2017
Artist Development/Event Planner
RapGrid.com
05.2012 - 07.2014
On-Premise Sales Representative/ Pacific
Southern Wine and Spirits of Northern California
10.2007 - 04.2012
Chain Merchandising District Sales Manager
Southern Wine and Spirits of Northern California
03.2004 - 10.2007
Chain Merchandising Sales Representative
Southern Wine and Spirits of Northern California
09.2002 - 03.2004
Substance Abuse Counseling Certificate -
A.A - Liberal Studies
San Joaquin Delta College
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