Laura Thomason
Summary
I am a results-oriented sales and management professional with expertise in the alcohol industry. As the former National On-Premise & Wholesaler Sales Manager at Stuart Alexander & Co, I managed each of the state Sales representatives, forecasting and demand planning for 200+ products, and successfully introduced 14 new brands to the market. I take pride in driving team growth and achieving significant sales milestones.
At Spirits Box, I cultivated strategic client relationships and introduced 3 new brands to the Chinese market, contributing to business expansion throughout China. As the General Manager at Nieuw Amsterdam in Melbourne, I implemented operational systems, optimised training programs enabling our team to feature in cocktail competitions, and curated engaging events for both hospitality and corporate clients, propelling the business into its successful third year.
With a proven track record in management, recruitment, product development, and staff training, I possess a diverse skill set that consistently delivers impactful results for organizations.
Overview
16
16
years of professional experience
Work History
Premise and Wholesalers Manager
Stuart Alexander & Co, National On
05.2021 - 03.2023
- Gained valuable experience working at SACo, which provided insights into the FMCG industry within a larger company structure.
- Successfully managed Key National Accounts (On Premise), Wholesalers, and state sales teams.
- Oversaw a portfolio of 22 Brands across 10 Brand Partners, comprising over 200 SKUs, including Monin, West Winds Gin, and Biggar & Leith.
- Cultivated strong relationships with key national customers.
- Developed and implemented quarterly sales cycle plans aligned with customer and commercial planning budgets.
- Conducted forecasting and demand planning for international production timelines, particularly during the post-Covid delivery period.
- Strategised and evaluated trade spend budgets to optimise sales performance.
- Collaborated cross-functionally with various departments such as Finance, Category Sales, Supply Chain, Marketing, and eCommerce within the organisation.
Director
Spirits Box
12.2017 - 01.2020
- Successfully launched Spirits Box China, a startup based in Shanghai, introducing 3 Australian brands with 11 SKUs in a foreign market.
- Manage various aspects of the business daily, such as marketing and content creation, sales, import and stock procurement, and conducting cocktail training for both trade and consumers.
- Brand management, ensuring consistent brand representation and establishing brand identities.
- Cultivate and maintain strong relationships with key suppliers, influencers, and buyers in the industry.
- Spearhead and execute effective marketing campaigns to promote new-to-market products and drive sales.
- Planning and executing events; festival bars, consumer tastings, B2B brand seminars, and guest bartending.
General Manager
Nieuw
01.2015 - 09.2017
- I was brought by Nieuw Amsterdam to identify challenges and drive business growth as the General Manager of a vibrant cocktail bar and restaurant.
- Held comprehensive oversight over all areas of the establishment, including the cocktail bar, restaurant, kitchen, and various functions and events, ensuring seamless collaboration and positive relationships with staff, suppliers, and venue clientele.
- Managed a diverse team of 30-40 personnel.
- Acted as the primary point of contact for key clients, fostering strong relationships and delivering exceptional customer service.
- Developed and curated an engaging events calendar, strategically designed to attract a wide audience and enhance overall business performance for this multifunctional venue.
- Established personalised training programs and streamlined business operations systems to improve efficiency and elevate the overall performance of the establishment.
- Implemented refined service sequences to reduce seating time, resulting in increased table turnover and improved key performance indicators (KPIs).
Restaurant Manager
Touche Hombre
05.2012 - 12.2014
- At touché I ensured the venue operated effectively and efficiently; meeting our KPIs and interpreting that data for the business
- I managed staff recruitment and training; both initial and weekly food and spirits training
- I created a 'Tequila Bible' for staff sales reference, organised payroll as well as worked on product and brand development with the management team
- I also went on to help the owner set up two new venues.
Events Manager & Venue Supervisor
LEVESON HOTEL
09.2010 - 05.2012
Bartender
COLONIAL HOTEL
04.2007 - 09.2010
Education
Bachelor of Business & Hospitality Management -
Victoria University
Melbourne, VICHigh School Diploma -
Our Lady of The Sacred Heart
Hospitality Operations Certificate II -
Holmesglen Institute of Tafe
Skills
- FMCG background
- CRM data analysis
- Team leadership
- Financial Acumen
- Entrepreneurial Initiative
- Relationship building and management
- Staff recruitment & training
- Demand Planning
Timeline
Premise and Wholesalers Manager
Stuart Alexander & Co, National On
05.2021 - 03.2023
Director
Spirits Box
12.2017 - 01.2020
General Manager
Nieuw
01.2015 - 09.2017
Restaurant Manager
Touche Hombre
05.2012 - 12.2014
Events Manager & Venue Supervisor
LEVESON HOTEL
09.2010 - 05.2012
Bartender
COLONIAL HOTEL
04.2007 - 09.2010
Bachelor of Business & Hospitality Management -
Victoria University
High School Diploma -
Our Lady of The Sacred Heart
Hospitality Operations Certificate II -
Holmesglen Institute of Tafe
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