Craig Nelson
Cambridge
Summary
An energetic Sales Manager with over 22 years of experience in the beer industry, specializing in strategic sales growth and account management. Expert in utilizing CRM tools like Dig This Data, LastCall, & SalesForce to enhance customer relationships and drive sales. Proven track record in fostering significant market expansion and passionately advocating for craft beer culture. My commitment to operational excellence and customer satisfaction has been the cornerstone of our team's efforts to solidify our presence in the Ontario market. This dedication, combined with my Prud’Homme Beer Certification and hands-on experience in market analysis, has enabled me to navigate a competitive landscape and uphold the highest standards of service.
Overview
27
27
years of professional experience
1
1
Certification
Work History
Sales Manager 1
RahrBSG (Brewers Supply Group)
09.2024 - Current
- Reporting to the sales director and managing a portfolio valued at $9 million annually, this role involves overseeing a diverse network of 230 breweries spread across five provinces.
- Engaging with key industry decision-makers to build strong business relationships by enhancing customer satisfaction.
- Assisting with the launch of both quarterly and annual strategic initiatives.
- Facilitating a complex sales cycle, negotiating customers contracts to maximize profitability and support inventory forecasting.
- Managing a large and diverse catalogue of Canadian and International companies that provide world renowned brewing ingredients.
- Leveraging SalesForce CRM & Power BI data for market tracking and strategy development to achieve annual sales targets and year-over-year portfolio growth
Southwestern Ontario Market Manager
Something In The Water
07.2024 - 09.2024
- Consulted with company owners to build and develop the new sales team. Additionally helped to implement LastCall CRM use to grow new LCBO business across the GTA and South Western Ontario. Key Account Manager for the Charcoal Group
Export Sales Manager (remote)
The Craft Brand Company
05.2022 - 06.2024
- Developed and expanded the distribution of the Omnipollo portfolio of products in Manitoba through distribution with the Manitoba Liquor & Lotteries.
- Managed all out of province sales & marketing strategies in Manitoba and Alberta with our Western Canada partners at Ethos distribution.
- Main point of contact with our out of province partners and continuing to search for new opportunities, avenues, and points of distribution of the Omnipollo brand.
U.S. Export Market Development (part time)
U.S. Export Market Development
- Assist in the development and growth of the Omnipollo, Mikkeller and Lervig brands in targeted States.
Southwestern Ontario Territory Manager
Redline Brewhouse
05.2018 - 05.2019
- Reporting to the Sales Manager and accountable for a territory with over 100 accounts split between On Premise and LCBO locations.
- Proven track record of growing the Redline Brewhouse brand within the LCBO and Licensee channels. In 2018 the territory grew by an account per week on average.
- Ability to analyze reports to identify new opportunities for growth through potential new accounts while improving the ordering frequency of existing customers.
- Actively fostering open two-way communication with accounts to better determine their needs and build strong long-lasting relationships. This has directly resulted in the conversion of ten accounts with rotating taps into full time positions since May 2018.
Retail Manager
The Beer Store
01.2003 - 01.2017
- Reported to the District Manager and was accountable for the operation of several different formats of stores with sales up to $7.7 million per year and staffing of up to 20 employees. Provided leadership and contributed to the development, organization, operating standards, responsible sales targets, and procedures.
- Recruited and trained new associates who were customer driven and results oriented. This resulted in the stores consistently achieving company objectives in all business areas which included sales, KPI’s, shrink, wage cost, responsible sales, customer satisfaction, recycling compliance, and fundraising.
- Fostered open two-way communication and the sharing of information, this directly resulted in a receptive, positive and customer service focused culture with the ability to reinforce the proactive shift to a sale focused environment.
- Developed succession plans that resulted in six staff to be promoted into positions that improved the overall strength of the district.
- Improved store profitability by 1% by analyzing peak demand periods, current staffing schedule and ongoing expenses. Implemented a program where staffing needs were aligned with high volume periods.
- Contributed to store openings, closings, renovations and executed changes under tight timelines.
- Actively engaged customer base to better understand their changing needs. This resulted in improved customer service, overall customer satisfaction and increased Single Can Sales Year over Year 2013, 2015 by increasing exposure to newer products.
- Conducted informal floor meetings and completed thorough monthly inspections, which resulted in receiving the annual Health & Safety Award – Year with Zero Incidents 2014.
Operations Manager – Chapters / Indigo
Chapters / Indigo / Coles Books
01.1999 - 01.2003
- Reported to the General Manager and was responsible for the management of three departments and 20 + employees in a store that achieved $6 million in sales per year. Recruited, trained, and developed associates to deliver exceptional customer service.
- Identified product opportunities in the periodicals department based on analysis and trends in sales to optimize sales and quality of products within this category and reduced the amount of stock being returned to the vendors. There was an overall increase of 15% in category sell-through.
- Established strong relationships with vendors, publishers, and the local marketing manager which enabled the planning and execution of in-store events, increased sales, and the overall image of the store.
Education
Coaching and Performance Management, Issues and Innovation in Retail Management, Human Resources for Non-Human Resource Professionals
Ryerson University
Skills
- Verbal and written communication
- Relationship building
- Team collaboration and leadership
- Customer relationship management
- Multitasking and organization
- Sales strategy development
- New business development
- Training and development
- Sales territory growth
- Market research, forecasting, and analysis
Websites
Languages
English
Native or Bilingual
Certification
- Prud’homme Beer Certification – Level 1 Beer Enthusiast, 2017
- Prud’homme Beer Certification – Level 2 Beer Specialist, 2019
- Prud’homme Beer Certification – Level 3 Beer Sommelier, 2021
Timeline
Sales Manager 1
RahrBSG (Brewers Supply Group)
09.2024 - Current
Southwestern Ontario Market Manager
Something In The Water
07.2024 - 09.2024
Export Sales Manager (remote)
The Craft Brand Company
05.2022 - 06.2024
Southwestern Ontario Territory Manager
Redline Brewhouse
05.2018 - 05.2019
Retail Manager
The Beer Store
01.2003 - 01.2017
Operations Manager – Chapters / Indigo
Chapters / Indigo / Coles Books
01.1999 - 01.2003
U.S. Export Market Development (part time)
U.S. Export Market Development
Coaching and Performance Management, Issues and Innovation in Retail Management, Human Resources for Non-Human Resource Professionals
Ryerson University