Will Nelson
Toronto
Summary
Dynamic sales leader with a proven track record at Southern Glazers Wine & Spirits, excelling in sales strategy and relationship management. Expert in driving brand growth through innovative campaign execution and inventory optimization. Recognized for exceeding sales goals and fostering long-term partnerships, leveraging analytical skills to identify market opportunities.
Overview
17
17
years of professional experience
Work History
Sr. Trade Development Manager (Ontario)
Southern Glazers Wine & Spirits
Toronto
06.2023 - Current
- Planned, executed, and evaluated sales promotions and marketing strategies for brands.
- Cultivated relationships with regional customers to establish long-term partnerships.
- Drove brand success through leadership selling and support for sales representatives and account specialists.
- Coordinated with Pricing, Business Intelligence, and Finance to ensure retail programs met execution standards.
- Developed and delivered field marketing programs, presenting new ideas to gain multi-department buy-in.
- Analyzed consumer trends and channel dynamics using available analytic tools to identify growth opportunities.
- Prepared progress reports on account goals and forecasts for stakeholders, measuring ROI with KPI scorecards.
- Managed local marketing funds while ensuring brand pricing aligned with channel strategy.
Business Development Manager (Ontario)
Southern Glazers Wine & Spirits
Toronto
04.2021 - 05.2023
- Drove customer development and growth by managing Key Account Team.
- Developed SMART objectives to align strategies across channels.
- Served as primary contact for Portfolio Managers, linking supplier expectations with market execution.
- Maintained optimal stock levels through effective inventory management.
- Oversaw Provincial Budgets and Latest Estimate deliverables against established targets.
Key Account Manager (LCBO)
Southern Glazers Wine & Spirits
Toronto
11.2018 - 03.2021
- Served as primary contact for LCBO, establishing strong relationships with key stakeholders.
- Developed and implemented strategic sales plans to achieve company objectives.
- Coordinated sales development activities, including distribution, pricing, quotas, and budget management.
- Delivered impactful sales presentations and product pitches to LCBO buyers and stakeholders.
- Acted as LCBO Category Captain for Brandy/Cognac and Liqueurs to drive long-term category growth.
- Nominated for Elise Award recognizing outstanding performance in sales initiatives.
Eastern Canada Regional Manager
Phillips Distilling Company
Toronto
04.2016 - 11.2018
- Exceeded net sales goals and annual company objectives across MB, ON, QC, and Atlantic Provinces.
- Conducted regular business reviews with broker partners to assess sales targets and pricing strategies.
- Collaborated with provincial teams during field days to enhance market engagement.
Territory Manager (OP)
Sleeman Brewing and Malting
Toronto
01.2012 - 04.2016
Sales Representative (Retail/OP)
ABInBev / Labatt Breweries
Mississauga/Brampton
02.2010 - 12.2012
Promotional Agent / Home Delivery
Steam Whistle Brewing
Toronto
04.2009 - 01.2010
Education
Post-Grad - Marketing Management
Humber College
Toronto, Ont.04-2010
BAH - Political Science
Queen’s University
Kingston, Ont.04-2005
High School Diploma -
Crescent School
Toronto, Ont.06-2001
Skills
- Sales strategy and market analysis
- Relationship management
- Campaign execution
- Inventory optimization
- Customer development
Hobbies and Interests
- Co-Chair of the LCBO WeCare Committee
- Drinks ON – Spirits Committee
- Travel (backpacked solo across SEA, Australia, NZ, California, Europe)
- Writer (Toronto Life, Kingston-Whig Standard)
- Skiing (CSCF 1, CAIS 1, AST 1, member of Toronto Ski Club)
- Volleyball
- Kiteboarding
- Windsurfing
Personal Information
- Citizen of both Canada and the United Kingdom
Timeline
Sr. Trade Development Manager (Ontario)
Southern Glazers Wine & Spirits
06.2023 - Current
Business Development Manager (Ontario)
Southern Glazers Wine & Spirits
04.2021 - 05.2023
Key Account Manager (LCBO)
Southern Glazers Wine & Spirits
11.2018 - 03.2021
Eastern Canada Regional Manager
Phillips Distilling Company
04.2016 - 11.2018
Territory Manager (OP)
Sleeman Brewing and Malting
01.2012 - 04.2016
Sales Representative (Retail/OP)
ABInBev / Labatt Breweries
02.2010 - 12.2012
Promotional Agent / Home Delivery
Steam Whistle Brewing
04.2009 - 01.2010
Post-Grad - Marketing Management
Humber College
BAH - Political Science
Queen’s University
High School Diploma -
Crescent School