BRIAN WATROUS
San Diego,CA
Summary
Beverage industry professional with 14+ years of experience supporting supplier brands through exceptional retail execution, distributor collaboration, chain account management, and market development. Experienced working with wholesalers, retailers, and supplier partners to improve execution standards, identify growth opportunities, execute new product launches, and deliver best-in-class in-market support. Recognized for building strong customer relationships, communicating actionable market insights, and consistently following through to ensure successful execution.
Overview
1
1
Certification
17
17
years of professional experience
Work History
Chain Sales Development Representative
BREAKTHRU BEVERAGE GROUP
San Diego, CA
09.2025 - Current
- Represent a diverse portfolio of leading beer, wine, spirits and RTD brands across San Diego's largest grocery retailers, including Albertsons/Vons/Pavilions, Ralphs, Smart & Final, Sprouts, and CVS.
- Execute supplier priorities across four sales territories, ensuring excellence in merchandising, display execution, pricing, inventory management, and new item launches.
- Develop strong relationships with store managers, department leads, and key decision-makers to increase brand visibility and identify incremental merchandising and display opportunities.
- Effectively communicate market intelligence, competitive activity, execution opportunities, and store-level challenges that impact supplier performance.
- Monitor DSD deliveries, inventory levels, and backstock to minimize out-of-stocks and maximize product availability.
- Execute seasonal programs, promotional displays, point-of-sale materials, and supplier initiatives while maintaining exceptional retail execution standards.
- Plan efficient daily routes and collaborate with teammates to maximize territory coverage, execution quality, and productivity.
Sales Manager | Founding Employee
BUCHA HARD KOMBUCHA
San Diego, CA
03.2021 - 08.2025
- Played a key leadership role in launching and growing an organic hard kombucha startup throughout Southern California.
- Successfully developed new on-premise and off-premise accounts while building long-term relationships with retailers, independents and hospitality groups.
- Managed key retail relationships with Whole Foods, BevMo!, Total Wine, Bristol Farms, Target, Ralphs, and numerous independent retailers.
- Opened and developed prominent on-premise accounts including Consortium Holdings, Brigantine Restaurants, Pizza Port, Yard House, Modern Times, Board & Brew, City Tacos, Mike Hess Brewing, and other leading San Diego operators.
- Developed sales presentations, sell sheets, POS materials, retailer presentations, and merchandising programs that supported successful chain authorizations and new market expansion.
- Executed retail merchandising initiatives including cold box placement, pricing compliance, incremental display execution, POS installation, inventory management, and date rotation.
- Coordinated consumer sampling programs, retailer demos, and brand activations including San Diego Brew Festival, Taste of Encinitas, North Park Festival of Beers, La Jolla Art & Wine Festival, and numerous retail sampling events.
- Helped develop CRM, inventory tracking, and project management systems while supporting forecasting, compliance reporting, UPC management, and operational planning.
Co-Founder | Head of Sales
RAU BEVERAGE CO.
San Diego, CA
03.2012 - 01.2021
- Co-founded an award-winning certified organic functional beverage company and helped build every aspect of the business from concept to national retail distribution
- Developed national sales strategy while securing retail placement with Whole Foods Market, Sprouts, Kroger, Costco, Walmart, Safeway, Natural Grocers, Grocery Outlet, Gelson's, Jimbo's, Central Market, Harmons, and numerous independent retailers.
- Managed strategic partnerships with UNFI, KeHE, DPI, Presence Marketing, Harlow-HRK, Club Business Concepts, and a nationwide merchandising team.
- Led retailer presentations, category reviews, promotional planning, pricing strategy, budgeting, forecasting, competitive analysis, and sales reporting.
- Planned and managed annual trade marketing initiatives including Natural Products Expo West and Expo East, overseeing booth design, logistics, staffing, transportation, customer meetings, and promotional strategy.
- Coordinated distributor tabletop shows and regional sales meetings throughout the country to support distributor education and retail growth.
- Worked extensively in-market to build store-level relationships, improve merchandising execution, secure secondary displays, install POS materials, and evaluate promotional effectiveness.
- Collaborated closely with cross-functional partners including manufacturers, marketing agencies, retailers, distributors, brokers, and investors to execute growth initiatives.
Operations Specialist
LPL FINANCIAL
San Diego, CA
08.2009 - 08.2014
- Served as a subject matter expert on LPL Financial's proprietary compliance software, supporting financial advisors and internal operations teams nationwide.
- Resolved complex operational and software issues while consistently delivering exceptional customer service.
- Trained advisors, internal users and new hires on software functionality, operational workflows, and best practices.
- Developed strong analytical, reporting, communication, and problem-solving skills within a highly regulated financial services environment.
Education
Bachelor of Arts - Economics, Business Administration
University of Connecticut
Storrs, CT05-2009
Skills
- Distributor & Wholesaler Management
- Retail Execution
- Chain Account Development
- Territory Management
- New Product Launches
- Sales Strategy
- Retail Merchandising
- Category & Market Analysis
- Customer Relationship Management
- Sales Presentations
- Cross-Functional Collaboration
- Microsoft Suite & Google Workspace
- CRM Platforms
Certification
- Cicerone Certified Beer Server (Level 1)
- Intuit QuickBooks Certified ProAdvisor
Timeline
Chain Sales Development Representative
BREAKTHRU BEVERAGE GROUP
09.2025 - Current
Sales Manager | Founding Employee
BUCHA HARD KOMBUCHA
03.2021 - 08.2025
Co-Founder | Head of Sales
RAU BEVERAGE CO.
03.2012 - 01.2021
Operations Specialist
LPL FINANCIAL
08.2009 - 08.2014
Bachelor of Arts - Economics, Business Administration
University of Connecticut