Summary
Overview
Work History
Education
Skills
Timeline
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Philip Crawford

Carlsbad,CA

Summary

Dynamic sales leader with extensive experience at Regal Wine Company, driving significant revenue growth through strategic data analytics and relationship building. Proven track record in managing high-performing teams and executing successful sales programs, recognized with multiple awards for leadership excellence. Adept at developing innovative strategies that enhance market presence and profitability.

Overview

15
15
years of professional experience

Work History

Senior Director of Corporate Retail

Regal Wine Company
05.2024 - 05.2025
  • Lead team of 6 chain executives, statewide, at a corporate retail level
  • Managed sales analysis, forecasting, and pricing strategy to assure growth opportunities across points of distribution, case sales and revenue.
  • Instrumental in crafting and conducting buyer presentations helping to secure ad, planner, and display features.
  • Managed and executed supplier programs on a national and regional level.
  • Managed successful goal and incentive programs.
  • Customer base including AVP, Safeway, Ralphs, Stater Brothers, Costco, Target, Total Wine and More, Bevmo, Raley's, Save Mart, CVS, Walmart, Sam's Club, Whole Foods and Sprouts.

Director of Specialty Retail

Regal Wine Company
02.2015 - 05.2024
  • Managed statewide team of 8 account executives, responsible for sales to independent retail and grocery.
  • Produced strong case and revenue growth year after year.
  • Received Chairman Award in 2018, and President's Blue Ring Award in 2018 and 2021 for sales growth and strong leadership.
  • Instrumental in creating sales programs, managing goals, data analysis, and pricing.
  • Helped contribute to company's success during pandemic through strong retail sales and execution.
  • Built strong partnerships with K & L, Hi Time, Wine Exchange, Wally's, Lunardi's, Draeger's, Nugget, Wine House, Mollie Stones, and Wine.com, amongst others.

Vice President of Sales

Titan Wine and Spirits
04.2014 - 02.2015
  • Directly responsible for Southern California sales team, including sales representatives and regional management.
  • Managed statewide chain business to grocery, chain retail, and club stores.
  • Instrumental in acquisition and integration of Angeles Wine Agency into Titan resulting in doubling of revenue.
  • Brand manager for 20 suppliers representing 50%+ of portfolio.
  • Responsible for new brand acquisition, and direct imports.
  • Helped manage operational duties involving inventory control, pricing, programming, and allocations.

California Sales Manager

Titan Wine and Spirits
04.2013 - 04.2014
  • Reorganized company after loss of TGIC Imports, rebuilding portfolio, management, and sales force.
  • Managed team of 20+ employees reporting directly to CEO.
  • Responsible for all facets of distributorship including goal development and execution, inventory control, accounting, personnel, human resources, national programs, marketing, and compliance.
  • Brand Manager for portfolio building and growing supplier relations and strong partnerships.

Area Sales Manager and Key Account Specialist

Titan Wine and Spirits
05.2010 - 04.2013
  • Managed regional sales staff of 11 members, co-managed chain team of 6.
  • Led sales calls to establish sales and customer retention goals in both general market and chain accounts. Increased annual team revenues by 10-25+%.
  • Participated in portfolio development, managed supplier relations, and execution of brand goals and programs.
  • Guided execution of national and regional programs and goals for suppliers in Southern California.

Education

Associate of Science - Computer Science

San Diego Mesa College
San Diego, CA

Level 2 - Certified Sommelier - Wine And Spirits

Court of Master Sommeliers
Los Angeles

Certified Specialist of Wine - Wine And Spirits

Society of Wine Educators
California

Skills

  • Sales skills and experience
  • Business acumen
  • Product knowledge
  • Data analytics
  • Team building and motivation
  • Relationship building
  • Strategies and goals
  • Driven

Timeline

Senior Director of Corporate Retail

Regal Wine Company
05.2024 - 05.2025

Director of Specialty Retail

Regal Wine Company
02.2015 - 05.2024

Vice President of Sales

Titan Wine and Spirits
04.2014 - 02.2015

California Sales Manager

Titan Wine and Spirits
04.2013 - 04.2014

Area Sales Manager and Key Account Specialist

Titan Wine and Spirits
05.2010 - 04.2013

Associate of Science - Computer Science

San Diego Mesa College

Level 2 - Certified Sommelier - Wine And Spirits

Court of Master Sommeliers

Certified Specialist of Wine - Wine And Spirits

Society of Wine Educators

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