Brian Johnson
Chicago
Summary
Results driven sales leader providing immediate impact through distribution and network expansion for both established and new brands across all regions and channels of the U.S. Tenacious manager and team builder with strategic and analytical approach to solving problems, bringing in customers and accomplishing profit targets. Talented in identifying and capitalizing on emerging market trends, talent and revenue opportunities.
Overview
31
31
years of professional experience
Work History
Director of Sales – Central
Poppi Prebiotic Soda
11.2021 - 02.2023
- Hired, managed and led Midwest and Central field team of territory and regional managers providing coaching, guidance and support
- Successfully built out and achieved 100% DSD distribution coverage across 15 states
- Developed long-term, contractual distribution agreements with 50+ distributors including Anheuser-Busch, Miller Coors, Pepsi, Glazer’s, Heidelberg, Silver Eagle, Grey Eagle, and other regional partners
- Contract success instrumental in landing key accounts such as Hy-Vee, Jewel-Osco, Mariano’s/Kroger, Holiday Station, H.E.B., Giant Eagle, and other super regional grocery and c-store accounts
- Contributed to total growth of $26MM to $54MM (revenue) and 23% to 44% ACV (doors) during tenure
- Launched specialized route-to-market initiatives in southwest, pac-northwest, and southeast regions.
- Established pricing strategies to maintain competitive pricing and maximize profits.
Director of Sales – Central
Flow Water
01.2021 - 11.2021
- Hired and led regional leadership across total ownership of twenty-two states
- Built and executed go to market and DSD distribution strategy across five south-central states
- Kicked off signed-agreement partnerships with Anheuser-Busch and Miller Coors distribution
- Consistently generated over $25,000 in net new monthly revenue compared to prior year
- Successfully rolled out authorizations at Target and wired network for upcoming Kroger authorizations.
Director of Sales – West
PRESS Premium Seltzer
01.2020 - 12.2020
- Pioneered the realignment of national regions to more efficiently secure and execute national distribution
- Effectively led team of 6 through significant changes, most notably the redesign of distribution strategy
- Co-created strategic plans for distribution optimization, new region launches, field marketing direction, brand, mission and vision statement development and innovation alongside senior leadership & founders
- Accountable for planning and execution of distributor network overhaul across California (Reyes), Arizona (Crescent Crown), Texas (Gold Network), and Washington (Columbia Distributing)
- Collaborated with operations for speed-to-market strategy in overall expansion to new West markets
- Responsible for 72% of total depletions increase of 280% YoY (500,000 cases in 07/20 vs 385,000 in 2019).
Vice President of Sales – Central and East
High Brew Coffee
05.2016 - 08.2019
- Responsible for planning, forecasting, DSD & retail management of two-thirds of total company revenue
- Assembled a team of 22, with 4 direct reports, who covered central and east territories (35 states)
- Accelerated senior-level distributor partnerships through joint business reviews and planning meetings
- Executed national rollout of Keurig Dr
- Pepper distribution partnership for two-thirds of US
- Created strategy for cold placement & off-shelf execution that doubled velocities at Target (YoY 17-18)
- Led retail-specific programs in the natural channel that netted 75% volume growth throughout tenure
- Developed festival-specific retail activations by leveraging assets for Lollapalooza and Austin City Limits.
Director of Distribution – US
Vita Coco Coconut Water
04.2008 - 05.2016
- Managed and developed 19-person sales team, with 4 direct reports
- Responsible for forecast, delivery, and sale of 1.2 million cases with overall growth of 104% (2008-2016)
- Owned executive-level partnerships with Keurig Dr.Pepper, UNFI, and KEHE
- Created and lead execution of strategic plans designed to increase brand awareness and drive revenue
- Over tenure, coached and developed entry-level talent into leaders, resulting in 10+ internal promotions
- Effective sales leadership contributed to sales growth of 3200% between 2008-2016; from a US-based natural product with $15MM annual revenue (08), to $480MM across all channels globally (16).
District Sales Manager
Dr. Pepper Snapple Group Bottling Group (now Keurig Dr. Pepper)
01.2002 - 04.2008
- Led 4 Account Managers and total account area of 780 convenience, big box, grocery & liquor stores throughout region
- Managed key account responsibilities for Kmart, Holiday Station stores, and Lund’s & Byerly’s
- Became proficient in excel, logistic software, and distribution reporting
- As Account Manager, oversaw 200+ account relationships including Target, Walmart, Cub Foods, SuperAmerica, Holiday, Walgreens, and CVS.
Operations Manager
Kmart
07.1992 - 12.2001
- Managed total store operations including personnel, vendors, loss prevention, receiving, replenishment, merchandising, P&L, customer service, scheduling, and labor
- Accountable for $13.9MM in annual store sales, and team of 116, including 12 direct reports
- Over Operations Manager tenure, achieved 2.7% decrease in shrink (from 4.2% to 1.5%).
Education
Associates Degree -
St. Cloud State University
St. Cloud, MN05.1999
Undergraduate Studies -
University of Minnesota - Duluth
Duluth, MN05.1997
Skills
- Revenue Forecasting and Management
- Channel Development
- Key Account and Partner Management
- Strategic Planning
- Industry Knowledge
- Team Leadership
- Sales Training
- Cross-functional Collaboration
- Pipeline Development
- Profitability Optimization
References Available
True
Timeline
Director of Sales – Central
Poppi Prebiotic Soda
11.2021 - 02.2023
Director of Sales – Central
Flow Water
01.2021 - 11.2021
Director of Sales – West
PRESS Premium Seltzer
01.2020 - 12.2020
Vice President of Sales – Central and East
High Brew Coffee
05.2016 - 08.2019
Director of Distribution – US
Vita Coco Coconut Water
04.2008 - 05.2016
District Sales Manager
Dr. Pepper Snapple Group Bottling Group (now Keurig Dr. Pepper)
01.2002 - 04.2008
Operations Manager
Kmart
07.1992 - 12.2001
Associates Degree -
St. Cloud State University
Undergraduate Studies -
University of Minnesota - Duluth
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