commercial strategist LEVERAGING data and relationships For Growth

Allison is an experienced Sales and Brand Strategist with over 20 years of experience in the CPG Industry.
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In her current role of Area Manager at Proximo Spirits, she:

• Manages both On Premise and Off Premise which consists of 2,000 accounts in the SoCal area. She grew her territory 10% in volume and 11% in dollars in 2023.
• Works with customers, distributor, brand teams, brand ambassadors, agency partners, and other stakeholders to execute events and grow sales in her market.

As finance manager at Proximo Spirits, she:

• Lead the Sales Team (West Division) by providing guidance to achieve long-term financial objectives focusing efforts on specific channels and marques to reach profit point targets along with depletion goals.
• Ensured pricing strategy is in alignment with brand standards and develop programming for each individual market while managing Price, Tactical and Scan Budgets, as well as, overseeing the local marketing funds.

As a brand manager for Guarachi Wine Partners, she:

• Managed the P&L’s of her portfolio of brands for the US Market, developed national brand plans, determined sales goals, managed inventory on domestic warehouse and wineries’ inventory abroad, and worked with strategic accounts like Costco, Total Wine & More, and Trader Joe’s.

Notably, Allison launched King Malbec in the US with her team at Guarachi Wine Partners. Depletions went from 0 to 10K cases in 1 year. Due to the program authorized by Allison at Publix in the Southeast, King Malbec starting trending on Nielsen, becoming the 4th ranked Malbec in its price category!

PHOTOGRAPHY BY: VINCE TRUSPIN