Michael McPhail

Key Responsibilities

• Deliver $60M in Net Sales (profit) and 1M 9L cases to the Company
• Develop and implement the Strategic Vision for the region to deliver against the financial and volumetric targets for the region
• Develop and implement marketing strategies for 30 brands for Manitoba Liquor and Lottery, Saskatchewan Liquor and Gaming retail outlets, five key account customers in Alberta, Sobeys, ALCANNA, Superstore, COSTCO and Co Op.
• Managed purchasing, sales, marketing and customer account operations efficient
• Hire, manage, develop and mentor leadership group of 6 professionals (Key Account Manager, Trade Marketing Manager, Commercial Manager, Sales Manager, Financial Analyst, Provincial Manager)
• Hire, manage, develop and mentor 15 professional field District Managers
• Reviewed financial reports to identify potential issues, cost saving opportunities and significant departures from budget.
• Produced two - three reports per week to analyze job performance against team goals.
• Rebuild and manage two regional offices (Calgary/Regina)
• Negotiate partnerships with high profile partners, professional sports teams, entertainment venues, entertainment events etc.

KEY Accomplishments

• Consistently over 12 years of leadership, beat the market in value by driving a strategy to increase our profitability
• Achieved Supplier of Choice designation with MBLL two years into my leadership tenure
• Achieved EXCEEDS rating in 2016 for rebuilding entire Alberta team and developing an inclusive culture within the team
• Lead Alberta Charter, a cross functional team including commercial, finance, marketing, revenue growth members to build a Strategic Vision for the market place, this was presented to the CEO and VP and was implemented resulting in a 6% growth in value with a target of 3% growth
• Rebuilt the Route to Market in Alberta to maximize customer growth and efficiencies resulting in a 7% value growth in our new accounts
• Negotiated and rebuilt the brand platform with key partners such as Saskatchewan Roughriders, Edmonton Oilers, REAL, Sasktel Center - these are all partnerships that have now been in place for ten years
• Selected to present the organizations Strategic Vision along with key Executive members across Canada in 2018
• Mentored and developed key members of my team to fill leadership roles for succession planning
• My region was credited with delivering the national number in FY23 by implementing a strategy to drive value share in market with key customers and brands - drove incremental $1.5M in value in one month
• Lead leadership team to build a new Mission Statement for my region in 2020 to ensure a positive culture that drives performance

• Coached and counseled sales personnel, assisting with individual selling efforts and helping sales representatives reach targets.
• Grew sales and boosted profits, applying proactive management strategies and enhancing sales training.
• Handled customer relations issues, enabling quick resolution, and client satisfaction.
• Established and cultivated solid business relationships with new or existing customers.
• Identified, hired and trained highly-qualified staff by teaching best practices, procedures, and sales strategies.
• Coached employees in successful selling methods and encouraged cross-selling to drive revenue.
• Conducted team meetings to reinforce goals and objectives and set clear expectations about policies and procedures.
• Evaluated performance against goals and implemented appropriate development plans.
• Recruited and hired top-level talent to add value and expertise to sales department.
• Directed sales support staff in administrative tasks to help sales reps close deals.
• Collaborated with upper management to implement continuous improvements and exceed team goals.
• Compiled and analyzed data to determine approaches to improve sales and performance.
• Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
• Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
• Implemented systems and procedures to increase sales.

Key Responsibilities

• manage and sell portfolio of beverage alcohol to 100 Nova Scotia Liquor Commission retail outlets and 50 on premise accounts
• manage a promotional budget of $20K
• develop marketing programs for retail and op premise ac
• Achieved sales goals and service targets by cultivating and securing new customer relationships.
• Built positive and productive relationships with store and field leadership.
• Modeled best practices for sales and customer service.
• Optimized in-store merchandising and monitored inventory availability to increase sales.
• Engaged in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.