Director of Sales

Top Management

Provide direction to CPG companies in the beer, wine, spirits, better-for-you, health & wellness, CBD and cannabis industries, to develop their market strategies including securing distribution partners, development of business plans, pricing initiatives, go-to-market strategies and key account directives. Stripped down established companies to develop a full business strategy that allows them to successfully grow and be relevant in a truly competitive industry.
• Secured new distribution of the Stanley Brother's Vape CBD product line (SB Vape) in the Convenience and Gas Segment through Circle K, Wawa, Sheetz, and Buc-ee's resulting in $3.2M in gross sales.
• Expanded and grew the national distribution of Hoppin' Frog Brewery to include expanded coverage in Texas, Oregon, Illinois, Alabama and Florida by identifying and interviewing distribution partners, leading contract negotiations, pricing strategy and new key chain account distribution resulting in an increase of $2.2M in annualized gross revenue for the brand.
• Secured brand distribution in Michigan, Missouri, Iowa and Illinois, along with Hy-Vee distribution, for Cruise CBD Beverage resulting in $1.1M in gross sales.

Hired as the first United States Sales Director of the newly founded national distributor for our Chinese parent companies, Suorin and the YouMe Group, the second largest e-cigarette producer in the world. With a focus on nicotine, cannabis and hemp-based products, I was tasked with developing our direct in-house retail channel strategy to replace the current distributor network in the United States and provide revenue growth for the company.
• Developed and executed the company's sales strategies to ensure sustainability and long-term growth with a projected $10.5M year one sales through creation of our go-to-market strategy including our sales process, sales forecasting, competitive brand pricing and promotional support, brand marketing both in-field and virtually, operations, broker management and order fulfillment process, and key account distribution strategy.
• Hired, trained, developed and managed our sales team of (14) including Area Sales Managers, Region Sales Managers and Operations Managers to provide a feet-on-the-street sales strategy throughout the United States focused on independent retailers, key chain accounts, cash n carry partners and selected distribution partners.
• Spearheaded the product development and market strategy for exclusive Suorin brands by providing market research, consumer behavioral and demand analysis, and competitive attributes and pricing, to provide a structured go-to-market strategy for a CBD-focused brand family (Dream 8) and a nicotine e-cigarette line of products (Vapsi and OAO).

Sales Director

Founded and launched a consumer packaged goods DSD distributor and supplier, focused on health & wellness, e-cigarette and CBD products. Identified, negotiated and secured exclusive regional and national partnerships, while envisioning, developing and creating the brand design and marketing imagery for our exclusive CBD brand.
• Hired, coached and managed a team of eight Area Sales Managers throughout Illinois, Kentucky, Missouri, Minnesota, Ohio and Wisconsin focused on securing independent and chain retail distribution, shelf space, and promotional support to provide sell-through resulting in $1.8M in gross sales year one.
• Created our go to market sales strategy and operating procedures, which included product mix, pricing strategy, budgeting and distribution plan, to ensure a profitable revenue stream for the company achieved an overall gross profit margin of 40%.

Chief Operating Officer

An adult beverage importer of German and Belgium beers in the United States. Created and drove successful sales strategies for a network of (52) DSD distributors, along with the training, coaching and mentoring of three Brand Development Managers across ten states (IA, IL, IN, KS, KY, MI, MN, MO, OH, WI).
• Generated a $402K annual revenue increase and boosted topline revenue to $5.6M annually by initiating and executing brand and state expansions in the Central Region, along with developing and initiating the first strategic portfolio price increase in five years.
• Managed key account strategies that resulted in increased revenue of $677K and +24% in IRI Data by developing promotional support, samplings and value added programming for Jewel Osco, Meijer, Hy-Vee and Kroger.
• Increased national sales revenue by 37% with year-on-sales growth of $1.2M by developing an innovative national retail marketing campaign for Clausthaler Dry Hopped N/A entitled "Clausthaler Dry Hopped January" that tied in the focus of the Millennial consumer's support of "Dry January".

Central Region Sales Manager

The first Regional Sales Manager for an adult beverage supplier representing Craft beer brands in the United States. Created the go-to-market strategy for the Midwest Region, identified and qualified distributor partners throughout the region, managed the contract negotiations and built the territory from the bottom-up. Demonstrated excellence in brand development, continuous improvement, key account management, Retail Account Manager leadership and distribution coverage across seven states (IA, IL, MN, MO, ND, SD, WI) and (64) DSD distributors.
• Strategically developed Illinois to become the third largest Shiner Beer's state in the country with over $5M in annual sales by spearheading sales strategies and hiring, mentoring and managing a team of four Retail Account Managers.
• Steered the Midwest Region to over $9M in brand sales to become the #2 region in the company with a major focus on key account management with Jewel Osco, Binny's Beverage Depot, Festival Foods and Mariano's Fresh Market.
• Increased overall company sales 21% by securing new business development nationally as the lead manager for Buffalo Wild Wings, Hy-Vee and Walgreens, which helped propel Shiner Beers to the #6 craft beer brand in the country.

Midwest Region Sales Manager

Find out detailed information about Edward Doman, Director of Sales in Orland Park, IL

Edward Doman: Director of Sales in Orland Park, IL

Edward Doman