Victoria Ash
Marketing & Sales Executive
Los Angeles,CA
Summary
An accomplished wine and spirits industry professional with expertise in CPG brand development. An entrepreneurial spirit with strong vision and leadership skills. Excels at brand building, distributor management, team building and building key trade relationships. Develops and executes creative and targeted sales and marketing strategies. A skilled brand ambassador with excellent presentation, education, and training skills.
Overview
25
25
years of professional experience
Work History
Director of Sales
Purple Wine & Spirits
Graton, CA
06.2021 - Current
- Increased sales of wine & spirits portfolio by 20% YoY aon established brands and 98% on emerging brands, achieving 115% of 2023 sales goals.
- Utilized data and research to create compelling presentations that drive new distribution and sales.
- Responsible for distributor management as well as manage 5 direct reports encouraging professional growth while creating a united team that strives to over-deliver.
- Secured new chain authorizations and drove excellence in execution in Bristol Farms, Gelsons, Ralph's, AVP and many other retail chains
- Identify innovative ways to generate brand awareness through POS, partnerships, events, sampling opportunities, and targeted key account management.
Vice President, National Sales Manager
Westwood Estate Wines
Sonoma, CA
06.2018 - 06.2021
- Created a 360 degree strategic sales and marketing plan for the luxury winery to expand new distribution across the U.S. and exceed annual sales and revenue goals
- Utilized vast network of industry relationships to develop partnerships with Southern Glazers Wine & Spirits in CA and other key markets, which elevated Westwood to a higher echelon of distribution
- Reputation for excellence in distributor management and utilizing all levels of distributor sales team to target and grow key points of distribution
- Successful in gaining new distribution of Westwood in targeted National Retail Chains such as Albertsons, Vons, Pavilions, BevMo, Raleys, Ralphs, and Costco
Western Region Director - Wine Specialist
Bacardi USA
Miami, FL
03.2013 - 12.2015
- Pioneering role as the first wine specialist hired by Bacardi USA to manage and develop the formerly neglected MARTINI & Rossi brand nationally.
- Create sales & marketing strategy to increase sales of Noilly Prat & Martini & Rossi vermouths and promote apertivo culture in the U.S.
- Create training presentations designed to engage and educate the gatekeepers, Bacardi's internal sales force, and distributor sales teams, arming them with information to confidently present the brands.
- Manage the distributor network and build relationships to develop brand ambassadors and brand champions.
Director of Sales, Southwest Division
Mendocino Wine Company
Ukiah, CA
03.2008 - 03.2013
- Responsible for daily sales management for 7 states, including pricing, programming, sales incentives, and general sales meeting presentations at Southern Wine & Spirits in all markets
- Launched and established new brands and grew brands by over 40% each year
- Developed and maintained relationships with key independent and National accounts in each market including the Standard Hotel Hollywood, The Venetian Resort Las Vegas, Zislis Group of Restaurants Los Angeles, The Fairmont Orchid Hawaii, The W Hotel Scottsdale.
District Manager - Los Angeles & Central Coast, CA
Beam Wine Estates
Healdsburg, CA
05.2005 - 03.2008
- Responsible for managing multiple sales teams at Southern Wine & Spirits to ensure the proper execution of ADW/BWE sales and marketing objectives for over thirty-five brands including Perrier Jouet, Mumm, Atlas Peak, Geyser Peak, Gary Farrell, etc
- Increased overall sales by 15% and successfully hit budget targets.
Sponsorship and Event Marketing Manager - Western United States
E&J Gallo Winery
Healdsburg, CA
02.2004 - 05.2005
- Instrumental in creating this new position for the world's largest wine & spirits company to maximize event and sponsorship opportunities, improve collaboration between event marketing and sales to increase sales productivity, and enhance overall brand awareness and perception.
Area Sales Manager Luxury Portfolio - NY & Los Angeles
E&J Gallo Winery
Healdsburg, CA
02.1999 - 02.2004
Education
Bachelor of Science -
Syracuse University
Skills
- Sales & Marketing Strategy Development
- Relationship Building
- Market and Competitive Analysis
- Strategic Planning
- Brand Development
- Accomplished manager
Unique Personal Traits
- Multi-tasker
- Entrepreneurial
- Passionate Ambassador
- Innovative
- Persistent
- Supportive Leader
- Relationship-Driven
- Curious Learner
- Joie de Vivre!
Fun Facts
- Proud Native New Yorker
- Love food & wine pairing.
- Beach enthusiast.
- World travel is my thing.
- Networking is my superpower.
- Pride myself on being a walking Zagat guide.
Timeline
Director of Sales
Purple Wine & Spirits
06.2021 - Current
Vice President, National Sales Manager
Westwood Estate Wines
06.2018 - 06.2021
Western Region Director - Wine Specialist
Bacardi USA
03.2013 - 12.2015
Director of Sales, Southwest Division
Mendocino Wine Company
03.2008 - 03.2013
District Manager - Los Angeles & Central Coast, CA
Beam Wine Estates
05.2005 - 03.2008
Sponsorship and Event Marketing Manager - Western United States
E&J Gallo Winery
02.2004 - 05.2005
Area Sales Manager Luxury Portfolio - NY & Los Angeles
E&J Gallo Winery
02.1999 - 02.2004
Bachelor of Science -
Syracuse University
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