KRYSTLE BILLING
SYDNEY,AUSTRALIA
Summary
A highly respected Brown-Forman leader and commercial strategist with over 20 years of experience in the Australian liquor industry. A proven "Culture Carrier" with a track record of exceeding SNS targets, securing multi-million dollar partnerships, and mentoring high-performing sales professionals. Expert in navigating the on-premise landscape, now seeking to leverage deep commercial acumen and people-first leadership to drive the Brisbane field team toward best-in-class execution and market share growth.
Overview
19
19
years of professional experience
Work History
Key Account Executive- NSW On Premise
Brown Forman
Sydney, Australia
11.2021 - Current
- Strategic Leadership: Champion Brown-Forman’s On-Premise strategy by translating brand objectives into actionable territory plans for key NSW account groups.
- Commercial Excellence: Delivered 9 new partnership contracts worth over $3,500,000 in Stripped Net Sales (SNS) through insight-led proposals and rigorous P&L management.
- Team Mentorship: Actively lead the onboarding and professional development of junior BDEs, conducting field coaching sessions to uplift execution standards and negotiation skills.
- Cross-Functional Collaboration: Partner with Marketing and Finance teams to design and execute customer-specific activation plans that align with broader state-level KPIs.
- Business Intelligence: Conduct comprehensive business reviews and competitor analytics to mitigate risks and identify "white space" opportunities within the Sydney CBD and metro markets.
Business Development Executive
Brown Forman
Perth, Australia
06.2018 - 10.2021
- Market Dominance: Managed and grew the highest profitable territory in Australia, achieving a +68% increase in gross profit over a three-year period.
- Relationship Management: Developed a culture of trust with high-value independent and group accounts, securing significant "First Pour" agreements through commercially sound negotiations.
- Execution Standards: Maintained best-in-class call rates and CRM compliance while managing the logistical complexities of three regional WA territories.
- Awards & Recognition of: Brown-Forman BDE of the Year 2020 (Angelo Luchessi Award) recipient and
The Spirit of Excellence Award (5 time recipient). Top 5 within WA Liquor Store Association Spirit Sales Rep of the Year (2019)
Business Development Executive
Bacardi Martini
Perth, Australia
12.2012 - 06.2018
- Territory Planning: Engineered high-efficiency call cycles and territory management plans to maximize face-to-time with key on-premise decision-makers.
- Brand Activation: Executed large-scale promotional activities, including cocktail listings and staff training modules, to drive consumer pull-through and brand loyalty.
- Results-Driven Performance: Recipient of the Bacardi Martini BDE of the Year (2014) and a Special Recognition Award from the CEO (2017) for consistent over-performance.
Merchandiser
Bacardi Lion
Perth, Australia
12.2011 - 12.2012
- Account Management: Managed national account compliance for core ranging and activations, successfully negotiating additional off-location displays to drive incremental volume.
- Strategic Execution: Collaborated with Sales and Marketing teams to translate national activation plans into store-level reality during key seasonal selling periods.
- Operational Excellence: Coordinated planogram execution and stock management with venue leaders to ensure 100% "on-shelf" availability prior to major brand activations.
Bartender
Crown Casino
Perth, Australia
08.2011 - 12.2011
- Premium Service Standards: Delivered high-standard cocktail service and guest experiences within high-pressure, luxury environments, including VIP high-roller suites.
- Operational Discipline: Managed rigorous "opening and closing" procedures, including complex stock rotation, inventory preparation, and high-volume cash reconciliation via POS systems.
- Stakeholder Discretion: Maintained absolute professional discretion and tailored communication when engaging with high-profile key customers and stakeholders.
Store Manager
Cellarbrations Two Rocks
Two Rocks, Australia
08.2007 - 12.2011
- Commercial Management: Drove store profitability by negotiating vendor pricing contracts and staging high-impact merchandise displays to stimulate impulse purchasing.
- Leadership & Training: Spearheaded the recruitment, onboarding, and professional development of new team members, fostering a culture of accountability and product knowledge.
- Inventory Governance: Maintained strict inventory accuracy through meticulous stock-on-hand audits and discrepancy reconciliation, significantly reducing shrinkage and overhead costs.
Education
NSW Responsible Service Of Alcohol -
BarMax
Sydney, NSW01-2023
Covid-19 Hygiene Course -
AHA Hospitality & Tourism
Perth, WA01-2021
WA Responsible Service Of Alcohol -
Australian Hotels Association
Perth, WA01-2015
Cert III in Business Administration -
TAFE
Perth, WA01-2005
Year 12 Certification -
Belridge Senior High School
Beldon, WA01-2003
Skills
- Leadership: Field Coaching, Talent Development, STI Achievement, Performance Mentoring
- Commercial: P&L Management, SNS Growth, Contract Negotiation, Trade Spend Optimization
- Strategy: Quarterly Sales Briefing Support, Data-Led Proposals, Category Insights
- Systems: Salesforce, Business Analytics (OneStop Data Tools), Google & Microsoft Suite, Promotional Planning Tools
References
Wade Tiller, Hard Fizz, 0418 153 264
Languages
English
Timeline
Key Account Executive- NSW On Premise
Brown Forman
11.2021 - Current
Business Development Executive
Brown Forman
06.2018 - 10.2021
Business Development Executive
Bacardi Martini
12.2012 - 06.2018
Merchandiser
Bacardi Lion
12.2011 - 12.2012
Bartender
Crown Casino
08.2011 - 12.2011
Store Manager
Cellarbrations Two Rocks
08.2007 - 12.2011
NSW Responsible Service Of Alcohol -
BarMax
Covid-19 Hygiene Course -
AHA Hospitality & Tourism
WA Responsible Service Of Alcohol -
Australian Hotels Association
Cert III in Business Administration -
TAFE
Year 12 Certification -
Belridge Senior High School