Selected Experience

Comprehensive US launch activities for alcohol free wine essence water imported from Israel’s Galil Mountain Winery. Responsible for development, implementation and management of US brand strategy, marketing, sales, operations & logistics, financial planning. Major media coverage, including ABC News, Good Morning America, Washington Post. “Best New Water Concept,” Global Bottled Water Awards.
Strategic plan, P&L, budget, brand management, sales and marketing for this red hot contrarian still water brand that comes in a tall boy aluminum can and is targeted to male youth culture; i.e., punk rock, heavy metal, skateboarding, tattoo artistry. Tremendously successful online launch drew major media coverage. Currently rolling brand out to select DSD markets and national and regional accounts.
Developed, implemented and managed sales plan that took HINT from its California base to nationwide distribution. Utilized combination of natural food brokers, DSD distributors, and natural and specialty food distributors. Successful key account placements including Whole Foods, Sprouts, The Fresh Market. Introduced brand in New York City through a leading DSD distributor.
Recommended distribution, pricing and promotional strategy to take ZICO national in the natural food channel. Secured and managed select DSD distributor relationships on the East Coast, which led to national distribution. Worked with national natural food broker Presence Marketing to secure distribution in Whole Foods, Sprouts, The Fresh Market and more. Earlier advised on and managed New York City distribution, working with Big Geyser.
Developed, implemented and managed broker network that helped take C2O national. Now the leading coconut water in the natural channel – and growing. Added Whole Foods regions, Haralambos, and additional DSD distributors.
Developed, implemented and managed go-to market strategy for successful new switchel brand. Within a year Cide Road was being sold by UNFI, Kehe, select beverage distributors, Whole Foods, The Fresh Market, Sprouts and more.
Managed brand repositioning, sales area expansion and new product introductions that transformed Naked Juice from a small regional player into a major national brand – and set stage for brand’s acquisition by Pepsi.
Regional sales management responsibilities, including long and short term goal setting in collaboration with senior management, sales forecasting and planning, and the development and implementation of sales training programs. Added new structure to Evian foodservice sales program.
Comprehensive sales management responsibilities as company grew from a regional brand to a national brand leader. Developed and implemented retailer target plan, customized buyer presentations, in-store and point of sale promotions, more.