01Identity
Twenty years in beverage alcohol across Diageo, Breakthru Beverage and Southern Glazer's.
Most recently I led a 17-person Northern California sales organization — three Field Sales Managers and fourteen Sales Representatives — carrying approximately $19M in annual revenue across San Francisco, the East Bay, Napa and the North Coast.
02Both sides
I have run the on-premise channel from the supplier side and the distributor side, across wine, spirits and beer.
Diageo North America · 2015 – 2021
Designing supplier programs, budgets and overlay resources. Two programs launched from inception in Washington; fifteen Market Development Specialists and a program universe of 700+ key accounts in Northern California.
Breakthru Beverage · 2021 – 2026 · Southern Glazer's · 2012 – 2013
Executing at scale as a distributor sales leader: a 17-person organization, 200+ supplier partners and ~$19M in annual revenue. Earlier, on-premise sales for the Moët Hennessy and Diageo portfolios through Washington's privatization.
MKTG for Diageo · 2013 – 2015
Built and operated Diageo's Washington activation program across on-premise, off-premise, non-premise and chain accounts: 50+ promotional professionals recruited and trained, 200+ events in the first year.
I build distribution, grow menu share, and turn premium activation into placements that keep pouring after the event is over.
03Scope
On the distributor side I carried a Sales Manager title. The scope was a supplier Director's: three managers reporting to me, fourteen representatives under them, three sub-markets, and full accountability for revenue, cases, distribution, points of distribution, menu features and new-account development against annual goals.
Full accountability for a 17-person organization and approximately $19M in annual team revenue across a 200+ supplier portfolio in wine, spirits and beer.
Led 15 Market Development Specialists and dedicated brand resources against a program universe of 700+ key on-premise accounts. Managed brand team budgets alongside local team and T&E budgets.
Launched two supplier sales and marketing programs from inception. Led a five-person Market Development Specialist team.
Built and operated Diageo's Washington activation program across on-premise, off-premise, non-premise and chain accounts. Recruited, hired and trained 50+ promotional professionals; executed 200+ events in the first year while managing statewide POS inventory, budgets, staffing and brand standards.
On-premise sales for the Moët Hennessy and Diageo portfolios through Washington's transition from a state-controlled to a privatized spirits market. Built a pipeline of new distribution and incremental sales across priority on-premise accounts.
Earlier — AB InBev, Field Marketing Coordinator, Chicago (2008 – 2010) · Draftfcb, Chicago (2007 – 2008).
At Breakthru I carried a book of 200+ supplier partners across all three categories. These are the names that anchored it.
Silver Oak · Ridge Vineyards · Treasury Wine Estates · Wilson Daniels · Banfi · E&J Gallo · Folio Fine Wine Partners · Copper Cane · Concha y Toro · Dreyfus Ashby · Dry Creek Vineyard · Martin Ray · Santa Margherita USA
Proximo Spirits · Pernod Ricard USA · E&J Gallo · Stoli Group USA · Disaronno International · Luxco · Chatham Imports · Chopin Imports
Almanac · Anderson Valley · East Brother · Coronado Brewing · BrewDog · a German import portfolio including official Oktoberfest sponsors
Bulleit · Johnnie Walker · Don Julio · Tanqueray · Ketel One · Crown Royal · Captain Morgan · Smirnoff
On-premise sales for the Moët Hennessy and Diageo portfolios through Washington's transition from a state-controlled to a privatized spirits market.
05Markets
Independent on-premise, groups and multi-unit, chain, premium and image accounts
Markets run: San Francisco, the East Bay, Napa and the North Coast; Mendocino, Lake, Del Norte and Humboldt Counties; Washington State; C&K Markets in Oregon
San Francisco & East Bay. Independent on-premise, hotel and restaurant groups, and a downtown market still operating below pre-2020 weekday traffic. Built and defended distribution through a period of significant account attrition.
Napa & the North Coast. Wine-country on-premise and the four-county expansion into Mendocino, Lake, Del Norte and Humboldt — direct distribution built from the ground up across 200+ accounts after Breakthru replaced a sub-distributor.
Washington State. Two Diageo programs launched from inception; 33% menu share achieved across key accounts against Diageo's 25% gold-standard benchmark; a 25% annual increase in depletions across 200+ on-premise accounts. Earlier, on-premise selling through the state's transition from control to privatization.
Independent on-premise — the core of the business across every market I have run.
Regional groups and multi-unit — including Future Bars, the largest cocktail group in San Francisco, alongside casinos, hotels and restaurant groups across the Bay Area.
Chain — joint business planning with C&K Markets, a 13-unit independent chain in Oregon, securing new-item authorization across the full footprint.
Premium and image accounts — Westin St. Francis, Archer Hotel, and hotel and restaurant-group work across San Francisco and Napa.
06Record
Breakthru replaced a sub-distributor across Mendocino, Lake, Del Norte and Humboldt Counties, leaving the portfolio without direct coverage. I built the market from the ground up — routing, account development, supplier alignment and field execution across 200+ accounts — establishing direct distribution where there had been none.
Distributor transition · market build · 200+ accounts
A Northern California ferry concessionaire was significantly under-developed against its traffic. Working the account and the supplier set together, I grew volume 300% YoY, added roughly $100K in incremental revenue and four new points of distribution.
Account growth · distribution · revenue
Diageo's gold standard for on-premise menu share was 25%. Across key accounts in Washington I reached 33% — through disciplined coordination between the Market Development Specialist team and the distributor salesforce, staff education, menu placement and structured market-level programming. Over the same period, depletions across 200+ on-premise accounts rose 25% annually.
Menu share · depletions · supplier KPI
I led a premium activation at the Westin St. Francis across eight supplier partners. It converted to 17 new points of distribution, 86 cases and $12K+ in incremental revenue — placements that continued pouring after the event.
Activation → distribution · multi-supplier
I built joint business planning with C&K Markets, a 13-unit independent chain in Oregon, securing new-item authorization across the full footprint while strengthening senior customer and supplier relationships.
Chain selling · joint business planning · authorization
I developed and executed a Bulleit Bourbon collaboration with Neiman Marcus built around a men's trends event — cocktail concepts, content and programming designed for a high-image retail environment.
I include it for one reason: premium brand building is difficult to describe and easy to show. The same capability runs through the Westin St. Francis activation, the Archer Hotel placements and the hotel and restaurant-group work in San Francisco and Napa. In each case the objective was the same — put the brand somewhere it earns credibility, then convert that into menu presence that lasts.
08Leadership
I have built teams from nothing and inherited teams that needed structure. In Washington I stood up a five-person Market Development Specialist team for a newly launched market capability — roles, budgets, programs and execution standards where none existed. At Diageo in Northern California I led fifteen specialists and dedicated brand resources. At Breakthru I moved to leader-of-leaders: three Field Sales Managers, fourteen representatives, and the work of coaching managers rather than sellers.
What I have found holds across all three: field teams execute what is measurable, sequenced and pre-approved. At Diageo I designed turnkey sales programs with distributor leadership that gave reps pre-approved case, feature and activation offers — accelerating sell-in while keeping commercial discipline intact. It works because it removes the negotiation from the doorway.
“Alexis was also someone I could count on to take ownership and execute. She played an important role in driving new placements, growing case volume, and supporting successful activations that required coordination across multiple teams.”
John LandryExecutive Vice President & General Manager, California, Southern Glazer's Wine & Spirits
“During her time with both Diageo and Breakthru, Alexis has made our working relationship a priority. Not only has Alexis displayed professionalism, delivered prompt response times, and has supplied products to fit my needs, she has helped make everything easier.”
Jayson WildeBeverage Director, Future Bars LLC
“I feel that Alexis is an effective Sales Manager who displays leadership traits that are uncommon.”
Chris CooneSales Educator, Breakthru Beverage California
09Systems
VIP · Karma · iDig · Salesforce · Power BI · SAP Hana DSS · Webi · MS Office Suite
Nielsen · Technomic
annual business planning · forecasting · budgeting · goal-setting by rep and by account · post-promotional analysis
10Next
Director-level commercial leadership on either side of the three-tier system — Director of Sales, Regional or State Director, On-Premise Director, or Division/General Sales Manager. Supplier or distributor.
Based in Oakland. Northern California preferred; open to a West region remit.
Available now·Oakland, California·West region
