Mandi Speidel
Chicago,IL
Summary
Results-driven Sales and Marketing professional with extensive experience in CPG, Hemp Beverage, Spirits, Beer, and Hospitality sectors. Develops impactful business relationships and delivers compelling presentations to key stakeholders. Skilled in field marketing, brand building, and strategic budgeting. Implements innovative promotional programs that enhance brand visibility and drive sales while engaging customers through targeted events.
Overview
15
15
years of professional experience
Work History
SR Regional Sales Director
Cann Social Tonics
Chicago
01.2026 - 06.2026
- Developed and implemented market entry strategies for emerging hemp division, successfully opening new markets and forging key distribution alliances.
- Cultivated relationships with distributors in managed states, resulting in substantial revenue increase from $80k to $900k monthly.
- Cultivated and reinforced brand presence within the organization through strategic internal communications and initiatives.
- Directed budget management across various states to optimize allocation of business intelligence sampling and field and trade resources.
- Designed and managed field and trade marketing campaigns, focusing on POS merchandising and sampling to penetrate multiple market segments.
- Oversaw the hiring and training of territory sales representatives and distributors in emerging markets. Guided teams in implementing sales strategies tailored to each new market.
- Formulated strategic initiatives to enhance merchandising sampling and consumer engagement within on-premise retail chains and independent outlets.
- Orchestrated comprehensive expansion of target and Circle K in the hemp beverage category, successfully navigating operations across three states.
- Analyzed market trends and executed revenue growth management strategies to optimize profit margins.
- Analyzed and refined trade spend practices to achieve improved budget efficiency and cost-effectiveness.
- Oversaw margin monitoring and executed profitability analysis to evaluate financial performance.
- Coordinated efforts with field sales and distributor networks to refine trade programming, guaranteeing that promotional campaigns remained financially viable for all three tiers.
- Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers.
- Developed compelling presentation decks to gain approval for ideas and communicate results.
Regional Sales Director
Cann Social Tonics
Chicago
09.2024 - 01.2026
- Developed and executed comprehensive sales strategies in six states, aimed at increasing market penetration and strengthening brand presence.
- Facilitated teamwork among sales professionals, promoting a culture of success and consistently meeting revenue objectives.
- Designed and executed cutting-edge marketing strategies aimed at boosting product visibility and fostering customer interaction.
- Evaluated market trends and competitive landscape to guide strategic decision-making and optimize resource allocation.
Brand Development Manager
Peroni Nastro Azzurro
Chicago, IL
01.2021 - 09.2024
- Managed and developed budgets, executed KPIs, and evaluated ROI to ensure effective financial performance.
- Oversee on and off-premise sales for Peroni covering 4 distributors within the Illinois market
- Lead all internal and distributor facing presentations brand initiatives and business review for IL.
- Utilized data from margin miner, beermate and IRI data to identify sales opportunities across distributor markets.
- Leverage BI and T&E and BI budgets to plan and manage spend against account opportunities.
- Executed localized programming initiatives that drove increased distribution, volume, and sampling for Peroni.
- Manage 80+ on-premise accounts elevating their business while growing volume and distribution of Peroni Nastro Azzurro and focus on the Portfolio.
- Collaborated with marketing brand team to create programming playbooks for radio and media partner activations.
- Created after action reviews outlining quantitative and qualitative feedback for both retailers and internal use.
- Increased product visibility through targeted marketing initiatives and provide professional representation of our brand.
- Monitor and report competitors’ pricing, promotions, displays and other activities to help Peroni align promotional and in-store activities to the competitive environment.
- Promoted brand through ambassador activities to engage customers
- Collaborated with cross-functional teams to align product development with brand identity.
- Spearheaded new product launches, ensuring alignment with overall brand vision and goals.
- Organized successful promotional events, leading to significant boosts in sales and brand awareness.
- Established strong relationships with key industry influencers, resulting in increased brand exposure.
- Oversaw partnerships with external agencies, ensuring consistent messaging across all channels and platforms.
- Managed budget allocation and resource utilization to maximize marketing ROI.
Key Account Manager
Beam Suntory
Chicago, IL
08.2014 - 12.2020
- Manage and grow a portfolio of premium brands with aggressive goals for a large supplier. Plan and execute field marketing and brand building events. Maintain relationships with key industry influencers and accounts.
- Train and work with distributor partners and determine sales strategy and execution. Managed and developed budgets to execute KPI’s and met “plan” against them as well as evaluate my ROI.
- Execute large scale consumer events including Whiskey Fest, Chicago Gourmet, Tales of the Cocktail
- Leverage BI and T&E and BI budgets to plan and manage spend against account opportunities, utilize preferred brand agencies.
- Partnered with national brand teams and field marketing to create strategy and programming for luxury portfolio.
- Piloted EDGE program in Global Headquarter Market, which involved direct customer facing representing Beam's top brands
- Executed large-scale consumer events, including Whiskey Fest, Chicago Gourmet, and Tales of the Cocktail, enhancing brand visibility.
- Highlighted significant achievements
- Key accomplishments:
- Met State plan and achieved KPI’s using my knowledge, passion and drive to be creative when representing the brands
- Created demand within the LGBT Market and increased Sales in this individual market first year 55% Cordials, 151% Premium Vodka, 59% Premium Tequila, 110% Standard Tequila, 158% Premium Bourbon.
- Partnered and Created Soul Sponsorship National LGBT Events with EFFEN Vodka, Hornitos Tequila and Jim Beam.
- Achieved 271% in KPI menu placements for 2016
- Implemented performance metrics to monitor account health and ensure service excellence across all touchpoints.
- Facilitated training sessions for new account management staff, sharing best practices and experiences.
- Met existing customers to review current services and expand sales opportunities.
- Contributed to team objectives in fast-paced environment.
- Contributed to event marketing, sales and brand promotion.
- Performed effectively in self-directed work environment, managing day-to-day operations and decisions.
Spirits Sales Representative/New Business Development
Maverick Wine Company
Bensenville, IL
04.2014 - 08.2014
- Established new business opportunities, presenting innovative ideas and executing programs driving volume and sales representing some of the world’s most prestigious wineries and suppliers.
- Developed strategies for brand building in boutique spirits market. with our growing Boutique Spirits Portfolio. Meeting with the Key Spirit Accounts in the city and presenting and building lasting relationships where relationships were not formed.
- Supported efforts to maintain popularity of Amaro Montenegro in mixology. and Brand Building for Amaro Montenegro within the “Mixology World”
- Helped continue popularity and Brand Building for Amaro Montenegro within the “Mixology World”
- Conducted educational tastings and experiential events to promote spirits portfolio, fostering customer engagement and brand loyalty.
- Conducted tastings and events that focused and incorporated both education and experiential components.
- Developed attractive sales and marketing pieces
- Negotiated and planned marketing with third party marketing companies
- Helped Execute Market Visits with Importers, Wine Makers and Brand Representatives, effectively showing them Accounts where their product was successful.
- Served customers with knowledgeable, friendly support at every stage of shopping and purchasing.
- Fostered lasting relationships with customers through effective communication and quick response, resulting in long-term loyalty and expanded client base.
Portfolio Manager/ Direct Wine and Spirits Sales Representative
Zymology
Chicago, IL
01.2011 - 04.2014
- Developed business strategy for a new boutique wine and spirit distributor in the downtown Chicago area.
- Generated $250,000 in gross sales for January 2012 – December 2012.
- Increased sales by 22% YTD (January 2014 – September 2014).
- Actively sold into retailers, restaurants and drinking establishments of different business structure and size.
- Successfully placed several unknown boutique wine and spirit products in 75 accounts in designated territory.
- Created quarterly promotions that featured product lines, increasing profitability by 12% and enhancing brand awareness.
- Acquired several well-known, fine-dining establishments as new accounts and successfully placed items 5-7 SKUs that quickly gained high priority status and attention by both staff and customer.
- Highlighted key successes
- Pioneered startup company, establishing foundational operations and client relationships.
- Secured 70 new accounts where business was not currently being done
- Achieved the highest amount of consistent reorders
Skills
- Time management
- Market Analysis
- Team leadership
- Sales strategy execution
- Sales presentations
- Sales training
- Sales strategy
- Presentation skills
- Brand awareness
Timeline
SR Regional Sales Director
Cann Social Tonics
01.2026 - 06.2026
Regional Sales Director
Cann Social Tonics
09.2024 - 01.2026
Brand Development Manager
Peroni Nastro Azzurro
01.2021 - 09.2024
Key Account Manager
Beam Suntory
08.2014 - 12.2020
Spirits Sales Representative/New Business Development
Maverick Wine Company
04.2014 - 08.2014
Portfolio Manager/ Direct Wine and Spirits Sales Representative
Zymology
01.2011 - 04.2014