MS Office
Syd Birenbaum
Global Wine & Spirits Sales
Los Angeles,CA
Summary
Objective
Fine Wine/Luxury Spirits sales leadership role focused on revenue, marketing, and customer service of premium adult beverages.
Profile
Extensive and in-depth experience working with and selling premium domestic and imported wine and key global spirits. I have lived and worked in Napa Valley (at local small wineries and tasting rooms), have done inside and direct wine sales nationally to retail (corporate and local), restaurant and hotel accounts, have experience as a wine broker/importer, and am deeply knowledgeable and articulate about wine, wine-making/grape growing, wine culture, wine & food pairings, and the contemporary wine industry.
Developed, managed and delivered in excess of $278 million over a varied business development career.
Overview
17
17
years of professional experience
Work History
Wine Specialist/Adult Beverage Sales Manager
Costco Wholesale Inc
Los Angeles, CA
11.2009 - Current
- Achieved repeated double digit percentage and dollar volume increases for department attributed directly to personal sales and department management efforts; December 2011/September 2012/December 2013 results: Department achieved #1 company-wide ranking for department sales period and weeks.
- Press coverage: http://blogs.laweekly.com/squidink/2013/03/costco_wine_bargains.php
- Oversee product intake, merchandising, stocking, placement, and stock levels for fine and everyday wines, distilled spirits and beers.
- Manage and drive member wine sales (premium and everyday selections) for $xx department, and represent the wine program to management and members. Personally sell between 50 – 100 members a day; Culver City had one of the largest premium wine sets in the chain (240 premium wine SKU’s), and ranked an “A" level, Top 5 building.
- Assist, identify, and pursue new product selections and deletions; work with vendors, merchandisers, and product representatives.
- Conduct semi-annual stock inventories for 300+ SKUs.
Regional Sales Manager, Southern California
Windsor Oaks Vineyards
Windsor, CA
04.2013 - 09.2014
- Created, built and developed entire Southern California sales market for unknown premium Russian River/Chalk Hill AVAs grape grower turned winery, selling 3 brands (2 direct sales and 1 distributed).
- Starting with zero accounts, created and maintained 1200+ account database, opened 85+ accounts, and sold over $xxxK in year 1 (unknown, unrated, highly competitive sector products).
- Built and maintained account relationships (off-, on- premise, chain, corporate and distribution) conducted wine tastings (trade and consumer), account training, distributor management and all area sales meetings.
- Placed and managed execution of promotions and account pricing, presented mufti-tiered opportunities to customers, achieved distribution objectives, and executed programs to drive depletions and sales rate.
- Identified, recruited and managed sales assistant and regional distributor/broker; selected and implemented sales CRM for reporting/managing all market activities.
- Key account placements: Trader Joe’s, Costco, Capital Grille, Sushi Roku, Patina/Hollywood Bowl, etc.
National Sales Director
Ehlers Lane Winery
St. Helena, CA
10.1984 - 06.1988
- Responsible for all wholesale sales and distribution nationally; opened numerous accounts, distributors, and attended tasting events.
- Sold with and supported distributors, trade shows, and direct on- and off-premise sales nationally.
- Managed 1 regional salesperson (Northern California).
Education
Theory/Production and Aesthetics
U.C. Santa Cruz
Film Theory and Criticism
New York University
New York, NYPolitical Science and Cultural History
U.C. Berkeley
Skills
Strategic planning
undefinedSoftware
G-Suite
Relationship Databases
Mobile Applications
Timeline
Regional Sales Manager, Southern California
Windsor Oaks Vineyards
04.2013 - 09.2014
Wine Specialist/Adult Beverage Sales Manager
Costco Wholesale Inc
11.2009 - Current
National Sales Director
Ehlers Lane Winery
10.1984 - 06.1988
Political Science and Cultural History
U.C. Berkeley
Film Theory and Criticism
New York University
Theory/Production and Aesthetics
U.C. Santa Cruz
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