Belinda Butcher
Melbourne,Australia
Summary
With over 18 years of experience in the liquor industry, I have developed a strong foundation in Sales, Marketing, and Training Facilitation. I bring specialized expertise in beer and draught beverage systems and am a dedicated advocate for elevating beverage quality and enhancing customer experiences in the on-trade sector. My extensive global market experience across both On and Off-Premise liquor sales has equipped me with a well-rounded understanding of industry dynamics. Passionate about creating impactful brand activations and fostering beverage awareness, I am committed to delivering exceptional event experiences that drive business growth and strengthen brand partnerships in the drinks and hospitality industries.
Overview
23
23
years of professional experience
1
1
Certification
Work History
National Trade Marketing Manager On Premise (Beer)
CARLTON & UNITED BREWERIES/Asahi Beverages
06.2024 - Current
- Event Planning and Execution
- Brand Positioning
- Product Promotion Development
- Development and execution of 12 Month National BTL On Premise Plan
- Improved promotional effectiveness by consistently analyzing campaign metrics and adjusting strategies accordingly.
- Collaboratively developed and executed successful co-marketing initiatives with complementary brands, expanding reach and driving mutual growth.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Generated sponsorships with related and partnering entities to enhance marketing objectives.
National Trade Marketing Manager On Premise (Craft Beer)
CARLTON & UNITED BREWERIES/Asahi Beverages
11.2022 - 06.2024
- Development of 12 month Craft venue industry nights
- Execution on limited release Craft Rotation Program
- Creation and execution of National Brewery Immersion program
- Increased brand awareness by developing and implementing strategic trade marketing campaigns.
Brewery Fresh Manager Victoria and Tasmania
CARLTON & UNITED BREWERIES
01.2018 - 11.2022
- Delivered a State based commercial plan to Champion Draught Quality
- Lead and coached the team through periods of both low level and high-level business change and continued to retain and grow engagement
- Set clear direction and continually review performance, team goals, and take corrective action
- Conduct monthly reviews of performance, team goals and forward plans to align to the 12-month operation plan
Business Development Executive/Venue Partner – Melbourne Metro
CARLTON & UNITED BREWERIES
10.2014 - 12.2016
- Deliver on Business Financial targets
- Understand the ‘cost’ of bonus stock, discounts, rebates; understand retailer margins and key business value drivers
- Chase down new business in Hot Spot Precinct
- Gained 84 new tap points in 2014/15 (non contracted)
- Achieved successful client outcomes by identifying and addressing their unique needs and goals.
Sales Representative/Key Accounts, Metro Vancouver, British Columbia Canada
TREASURY WINE ESTATES
02.2012 - 05.2014
- Develop and present quarterly business reviews to identify opportunities for growth
- Leveraged strong business relationship to gain incremental floor displays
- Managed 12-month budget within business parameters, through ROI calculations, volume, and growth forecasting
- Achievements: 20 incremental preferred partner agreements, Tuscany Experience Incentive 2013 - Achieved highest provincial sales of Italian Wine
Business Development Executive
FOSTER’S GROUP LTD - CARLTON UNITED BREWERIES
04.2008 - 02.2012
- In depth knowledge of sales process – Create the Plan, Hunt for Sales Opportunities, Engage the Customer, Earn the Sale, Realise the Sale, Seal the Sale
- Plan daily sales calls using the P.I.P process
- Pre-Call, In Call and Post Call
- Negotiated contracts with key stakeholders, resulting in favorable terms for the company and long-term partnerships.
- Built relationships with customers and community to promote long term business growth.
Sales Representative – Brisbane, Queensland
RIVERCITY WHOLESALE LIQUOR
04.2007 - 04.2008
- Negotiated mutually beneficial trading terms and promotional opportunities with State based liquor banner groups and on-premises and retail key accounts
- Delivered personalised services to a client base working in the field and on the premises
- Building a new customer base and developing existing business
- Liaising with liquor companies to drive specific product sales
Assistant Area Manager
SANITY MUSIC AUSTRALIA
08.2002 - 12.2006
- Achieved monthly sales targets and K.P.I’s
- Management of 15 Team Members
- Merchandising
Skills
- Beverage Systems Expertise
- Product Promotion Strategy
- Product Launch Management
- Event Activation Project Management
- 3rd Party Agency Management
- Skilled in Contract Negotiation
- Financial Budgeting
- Collaboration Facilitation
- Business Potential Evaluation
- Relationship Management Expertise
- Strategic Account Management
- Skilled Contract Negotiator
Certification
Certified Cicerone
Certified Cicerone
A Certified Cicerone is a professional certification in the beer industry, often compared to the sommelier certification for wine. The Cicerone Certification Program is designed to recognize individuals who have an advanced knowledge of beer, including its styles, brewing processes, and how to properly serve and pair beer with food.
Timeline
National Trade Marketing Manager On Premise (Beer)
CARLTON & UNITED BREWERIES/Asahi Beverages
06.2024 - Current
National Trade Marketing Manager On Premise (Craft Beer)
CARLTON & UNITED BREWERIES/Asahi Beverages
11.2022 - 06.2024
Brewery Fresh Manager Victoria and Tasmania
CARLTON & UNITED BREWERIES
01.2018 - 11.2022
Business Development Executive/Venue Partner – Melbourne Metro
CARLTON & UNITED BREWERIES
10.2014 - 12.2016
Sales Representative/Key Accounts, Metro Vancouver, British Columbia Canada
TREASURY WINE ESTATES
02.2012 - 05.2014
Business Development Executive
FOSTER’S GROUP LTD - CARLTON UNITED BREWERIES
04.2008 - 02.2012
Sales Representative – Brisbane, Queensland
RIVERCITY WHOLESALE LIQUOR
04.2007 - 04.2008
Assistant Area Manager
SANITY MUSIC AUSTRALIA
08.2002 - 12.2006
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