Victor Esguerra III

Oversee sales operations in On Prem, Off Prem, Chains, and Ecom channels

• Manage national and regional accounts effectively to drive sales growth
• Specialize in cultivating and maintaining relationships with key accounts, implement personalized client engagement strategies and align solutions with their business objectives
• Drive financial performance, market share gains, and develop a comprehensive client feedback system that improves client retention
• Set and manage appropriate budgets for all channels in two distributor divisions (Incentives, Promo pricing, Marketing, T&E, LMF)
• Capitalize on investments to achieve maximum sales performance and profitability
• Work closely with distributors (SGWS) to create a unified vision of success
• Ensure commercial plans are aligned with distributor goals and foster a performance-driven culture to ensure the delivery of annual plans
• Identify business trends (channel performance, share gaps, and category tendencies) and utilize performance data to uncover insights and opportunities for revenue growth or potential risks
• Develop and present detailed reports on consumer behavior and competitor activities
• Then collaborate with cross-functional teams to align market insights with business strategies
• Develop and implement pricing strategies to optimize revenue and profitability across all channels and address short and long-term business goals through effective commercial strategies
• Lead pricing initiatives that result in specific achievements such as increased revenue, market share, customer acquisitions
• Analyze distributor performance & create effective KPI’s within each channel
• Develop and deliver regional commercial sales plans and forecasts

• Responsible for the development, implementation, and delivery of DEO AOP (performance, financial, volume, share targets)- 2019 5.3% annual profit growth achieved (CA/AZ)
  • Lead direction across all departments; marketing, category development, activation, and distributor sales teams PWS & SGWS to identify 2019’s 1.4% overall annual sales gap
  • Lead all aspects of the customer relationship: strategic planning, distribution, promos assortment, innovation, and distributor/buyer sales & merchandising meeting
  • Oversaw 2019’s annual sales budget (pricing, coupons, Ad’s, incentives) and ensured brand portfolio (POS, samples, entertainment) remained within budget

• Responsible for supplier DEO and distributor SGWS & PWS relations across 4 divisions of PWS and SGWS (NorCal & SoCal)
• Plan and execute all supplier events and meetings; quarterly general sales meetings, monthly market surveys & sales blitz’, weekly market visits with distributor sales teams, sales reviews with executive management teams, and all entertainment functions
• Coach distributor sales teams on supplier priorities, provide Sales Directors with market intelligence and recommendations to optimize AOP forecasts, and lead quarterly meetings on opportunity and risk assessment of merchandising sales strategies
• Annual growth plan 2017 (4.2%) and 2018 (4.6%) AOP achieved

• Sales Manager CA 9-2015 to 12-2016 Annual growth plan 3.9% AOP Achieved
• Kroger Account Manager CA 3-2014 to 8-2015 Golden Bars - Sales Excellence Award 2014
• Area Manager Inland Empire & SGV 2-2013 to 2-2014
• District Manager San Diego 5-2011 to 1-2013 District Manager of the year 2012
• Territory Manager Marina Del Rey 7-2009 to 4-2011 - Rep of the year runner up 2010