Joseph Messenger

445 Rose Way, Bel Air, Md. 21014

Cell: 410.382.5023
josephlmessenger@gmail.com
A creative, enthusiastic, high-achieving manager with over 18 years of outstanding performance as National Brand
Manager and Vice President in the imported wine and spirit industry.

Career Highlights

Eastern Regional Manager, Branding Iron Development Group, 2010-present

Developed distribution network for Eastern Region/USA

Vice President/National Marketing Director, Majestic Distilling Company, Inc. 2007 May 2010
Responsible for growth of national sales which the Company experienced for the 1st time in 14
years. Developed new distributors, created brand focus, and networked national distribution.
Instrumental in development of new brands.

created and implemented regional and national strategy to refocus brand planning
opened up 12 new states for full product distribution
oversaw all purchasing of commodities used for distillation
coordinated the implementation of new internet technologies and reporting methods
generated tremendous sales growth with the development of private labels for large retailers and
chain accounts
established entirely new management structure and processes
opened long standing benefit package and created a more affordable and effective benefits package

National Brand Manager, A.V. Imports, Inc. 2002-2007

Promoted to position of National Sales Manager for Giori Lemoncillo and Lemoncillo Cream and Grappa
line. Coordinated kickoffs, distributor presentations, trade shows, and retail tastings. Created Lemoncillo
Man concept that helped grow sales from 6, 000 cases/year to 70,000 cases/year nationally.

coordinated all pricing and incentives

networked sales meetings
penetrated major chain accounts both On & Off Premise
established & grew relationships within all Distributors

coordinated brand kick-offs with Regional Managers and Territory Managers including local
media to maximize product exposure
oversaw and managed entire US by pre-existing Regional Manager structure
developed powerful relationships with key accounts across the US
established and executed all budgeted growth and objectives
created brand focus through company (116 sales people) and (12 Regional Mangers)
through creation of Giori Lemoncillo Man concept, was able to create dynamic product launches
and implemented across the country with all distributors, sales people, retailers, and consumers.

Control State Director, A.V. Imports, Inc. 1999-2002

Oversaw portfolio growth in all Control States. Attended NABCA acting as sole representative for
company while creating and maintaining powerful relationships at every level.

created and executed spirit portfolio awareness in all Control States and jurisdictions

Crew Drive Sales Manager, A.V. Imports, Inc. 1995-1999

Appointed Crew Drive Sales Manager, coordinated all goals, allocations, incentives, and programming with
distributors. Created sales tracking and follow up system that enabled both distributors and company to
maximize growth.

created and implemented a 30 day training module for new hires

interviewed, hired and trained all crew drive personnel
coordinated all market attack with Regional Manager structure to maximize focus and
achievements
implemented and maintained al 18 month advanced schedule effectively achieving success within
budgets
brand planned all crew drives with distributor sales management
created a 60 day before market specific plan in addition to a 30 day after market follow-up system
that was utilized by the company becoming corporate mandates for all regions
created and implemented presentations to owners that was approved and was the creation of 6
Regional Crew Drive Teams
oversaw all crew drive team personnel (total of 36 sales people) with the personal appointment of 6
Crew Drive Managers who reported to me directly

Mid Atlantic Regional Manager, A.V. Imports, Inc., 1993-1995

Promoted to Mid Atlantic Regional Manager for Maryland, Delaware, Virginia, and D.C.
Grew case volume from160,000 cases/year to 400,000 cases/year.

executed high level Spirit Dinners nationwide involving all State Control Directors effectively
forcing brands into all markets
attended all control state events nationwide
executed all brand plans within each individual state and jurisdiction
executed flawless market penetration within the framework of intricate legal compliance structure
in each individual state and jurisdiction
coordinated all brand planning within pre-existing Regional Manager structure

called on key accounts in region

coordinated brand launches with distributor
developed and implemented marketing programming and initiatives
conducted distributor presentations

Territory Manager, A.V. Imports Inc, 1990 1993

Appointed State Manager for Maryland, Delaware and Achieved case volume growth from 3,200
cases/year to 78,000 cases/year. Sales increase necessitated 3 additional sales people for this region.

called on key accounts effectively coordinated with distributor sales team setting selling example
assigned distributor presentations consistent with company objectives
monitored distributor performance (depletions, shipments, pricing, and promotional materials)
instrumental in development and implementation of marketing programs and initiatives
provided product education seminars to distributors, retailers, and consumers
conducted monthly sales meetings with all sales team and distributor management personnel
coordinated brand kick-offs successfully utilizing management and personnel distribution team
members

Selected Major Accomplishments

Territory Manager of the Year 1991 and 1992

Selected Corporate Sales Trainer for all new hires with emphasis on training for retail tastings, wine dinners,
and distributor presentations.

Executed winery tours through Italy with key retailers, distributor personnel and company sales people.

Represented company at international trade shows (VinItaly, VinExpo, Vino Espana)

As Lemoncillo Man coordinated a national marketing strategy through ShowTenders (on premise) and
through Regional Managers (off premise) for national chain representation.

Established relationship with Roland Messnier (Executive Pastry Chef / White House 37 yrs) placing Giori
Lemoncillo Cream as the exclusive dessert cordial at the White House.

Educational Background

Bel Air High School, Bel Air, Maryland ( graduated 1979 )

Mary Washington College, Fredericksburg, Virginia ( 1979-1982 )
Dale Carnegie
Leadership Training for Managers 1994
Sales Advantage 1994
How to Win Friends and Influence People in Business 1995
High Impact Presentations 1996