Summary
Overview
Work History
Education
Skills
Timeline
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Mike Mallory

Park Ridge

Summary

25+ years of wholesale and supplies sales experience and outstanding corporate performance and management success in the beverage alcohol industry. Proven ability in positions demanding consistent, profitable growth through strategic planning, comprehensive product knowledge, client relationships, interpersonal and presentation skills and direct management of sales personnel.

Experienced with sales leadership, strategic planning, and team management. Utilizes innovative sales techniques to drive revenue growth. Strong understanding of market dynamics and client relationship management.

Overview

24
24
years of professional experience

Work History

Senior VP of Sales

FRESHIE IMPORTS
04.2020 - 05.2025
  • Successful launch of new markets for Freshie Organic Tequila Seltzer (IL, WI, TN, FL, GA).
  • Built out Distributor network and Internal Sales Force of 8 people and grew the Brando 50,000+ cases (25k+ IL) in 2023 in 5 markets.
  • Gained Distribution in Jewel-Osco, Mariano's, Trader Joe's, Meijer, Fox Trot and other National and Regional Chains.
  • Authentic Tequila success fully launched in 2023 in 3 markets. Grew to 11 markets in 2024 (IL, WI, TN, FL, GA, KY, MI, OH, KS, TX, CO).
  • Manage Distributor development, maintain/spring cleaning brand portfolio guidelines, manage budgets and inventories, conduct product portfolio training with a focus on brand building and launch both new and existing items.
  • Responsible for developing, activating and executing individual sales plans for the entire portfolio to deliver volume and profit goals.
  • Authentic Tequila was on track to deliver 170% of forecasted seasonal goals in 2024 and looking to expand to 15 more states in 2025.
  • Implemented robust performance metrics tracking systems to monitor progress toward strategic objectives.

VP of Sales, Central Region

ST. GEORGE SPIRITS
11.2017 - 03.2020
  • Reported to National Sales Manager and managed a Regional Manager with 5 State Central Region (IL, WI, MN, NV, MO).
  • Manage Distributor performance, maintain/spring cleaning brand portfolio guidelines, manage budgets and inventories, conduct product portfolio training utilizing databases selling methods with a focus on brand building and launch both new and existing items.
  • Responsible for developing, activating and executing individual sales plans for the entire portfolio to deliver volume and profit goals.
  • Increased revenue in Central Region by 21% in 2018 and 18% in 2019.
  • Strengthened and leveraged mutually beneficial relationships with distributor partners, senior management and customers to drive business results.
  • Held full P&L accountability for all states in Central Region.
  • Secured key accounts with targeted presentations, strengthening brand reputation amongst industry leaders.
  • Developed short and long-term sales strategies to gain market share, uncover new sales opportunities and increase revenue.

Midwest Division Manager

VANGOGH IMPORTS / 375 PARK AVENUE SPIRITS
02.2015 - 11.2017
  • Reversed a negative trend on Van Gogh Vodka business growing it 30% in the first year while significantly reducing costs by roughly 15%.
  • Manage top ten markets, multi distributor network and lead the company in growth and KPIs achieved for 2015 and 2016.
  • Responsible for developing, activating and executing individual sales plans for the entire portfolio to deliver volume and profit goals.
  • Manage Distributor performance, maintain/spring cleaning brand portfolio guidelines, manage budgets and inventories, conduct product portfolio training utilizing databases selling methods with a focus on brand building and launch both new and existing items.
  • Successfully integrated new supplier product line consisting of 9 brands and over 25 SKUs into existing product portfolio.
  • Exhibited positive growth and volume and distribution across the new brand portfolio within 11 months of the transition and finished off the year in 2015.
  • Developed strong team dynamics through regular communication, collaboration, and goal-setting initiatives.

Division Vice President Central Sales

NOLET SPIRITS USA
04.2011 - 10.2014
  • Reported to National Sales Manager, success fully launched Nolet's Fines Gins and HARLEM Kruidenliqueur while realigning a 4-state Central Division region (IL, WI, IN, MN, KY, OH, MI).
  • Developed and managed the launch of Nolet's Fines Gins in all 7 markets, 2 Control States and 5 Open States.
  • Grew Nolet's Fines 42% after launch in 39% year to date and on track for 40% plus growth in 2014.
  • Developed and managed the launch of HARLEM Kruidenliqueur in territory.
  • Sold over 2,500 cases of Harlem in Central Region during launch period. Maintained Marketing and Sales Budgets of over $750,000 annually and successfully placed Brand in 130% of Targeted Accounts.
  • Effectively delivered brand strategy, marketing, pricing and programming with wholesale sales teams on both brands.
  • Activated the consumer engagement strategy targeting segment accounts including third party promotion agencies and effective bartender ambassador recruitment.

Regional Manager

Regional Manager - Central States
05.2005 - 01.2011
  • Reported to Division Vice President and managed 8 District Sales Managers to maximize sales and account execution of Ketel One Vodka and Ketel One Citroen in On and Off Premise independent chain and national chain accounts within the 10-state Central Division region (IL, WI, OH, MI, IN, MN, MO, IA, SD, ND).
  • Responsible for 255,000 annual cases and $58MM in Sales in the Central Region.
  • This contributed to company growth from 4.4 million cases in 2003 to 8.1 million cases in 2008.
  • Worked with Diageo Cluster team to transition Ketel One and Ketel One Citroen into new wholesale and selling divisions. Assisted in coordinating and conducting Ketel One kickoff meetings in all of the new sales divisions.
  • Managed the delivery of division volume and revenue goals to a 35% growth rate over 3 years.
  • Developed and communicated a vision and a business plan using planning calendars, forecasts, goals setting projections, inventory levels, and overhead budget management.
  • Developed and implemented pricing strategies across all states effectively distinguishing Ketel One among super premium brands and enabling annual price increase of 4%-6%.
  • Managed 82.7MM&A Brand $350,000 event budget to deliver brand awareness - building consumer and gatekeeper events including bartender ambassador programs, concert/art sponsorships, charity event participation, PGA Tour sponsorships and model placement and execution.
  • Built effective relationships with distributor principals, sales management, and key retail customers across the division.
  • Conducted annual distributor business reviews focusing on overall sales, top account penetration and activation of effective new business opportunities and programs evaluation.
  • Collaborated with executive leadership to establish long-term objectives, drive growth initiatives, and align regional efforts with corporate goals.

District Sales Manager

District Sales Manager - Ketel One
04.2001 - 05.2005
  • Increased business in Territory (Ketel One +38%, Ketel One Citroen +63%) during time in position.
  • Proposed and implemented a new pricing strategy for Ketel One Citroen among Distributor.
  • Maintained constant communication with Distributor and managed brand goals attainment, point of sale, education and company standards.
  • Tracked accounts in marketplace, both on and off premise, and evaluated distributor performance.
  • Trained and developed distributor sales representatives on company philosophy, shelf and back bar standards, point of sale and company history.
  • Assisted with the emerging market of Canada to achieve brand goals and objectives in regard to volume and distribution.
  • Improved team performance by providing regular coaching, training, and mentoring to sales representatives.

Education

Bachelor of Arts - Communications

STATE UNIVERSITY OF NEW YORK
Stony Brook, NY

Skills

  • Sales operations management
  • Deal closing
  • Sales team training
  • Key account growth
  • Sales analytics
  • Channel partnerships
  • CRM proficiency
  • Pricing strategy

Timeline

Senior VP of Sales

FRESHIE IMPORTS
04.2020 - 05.2025

VP of Sales, Central Region

ST. GEORGE SPIRITS
11.2017 - 03.2020

Midwest Division Manager

VANGOGH IMPORTS / 375 PARK AVENUE SPIRITS
02.2015 - 11.2017

Division Vice President Central Sales

NOLET SPIRITS USA
04.2011 - 10.2014

Regional Manager

Regional Manager - Central States
05.2005 - 01.2011

District Sales Manager

District Sales Manager - Ketel One
04.2001 - 05.2005

Bachelor of Arts - Communications

STATE UNIVERSITY OF NEW YORK

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Mike Mallory