Matthew Rees
Richmond
Summary
Goal-oriented manager with distinguished experience in the liquor/FMCG industry. Proven leadership abilities to drive productivity, customer satisfaction, revenue, and sales. Expertise in optimizing employee talent and streamlining procedures to enhance overall efficiency. Committed to continuously improving processes and delivering exceptional outcomes.
Overview
24
24
years of professional experience
Work History
National Field Sales Manager - RECA Department
Asahi Beverages
06.2023 - Current
- A department that was newly created to facilitate growth in licensed restaurants, entertainment & cafes via Asahi's recently combined, market leading, multi-beverage offering
- Expand existing headcount of three to twelve
- Oversee recruitment, onboarding & ongoing development of twelve BDE's in five states
- Assist in further onboarding of additional regional FSM to allow closer geographic leadership
- Develop, implement & oversee national RECA specific KPI programs
- Facilitate the implementation of marketing plans across priority brands in beer, spirits, RTD, soft drink & coffee
National Head of Sales - Matilda Bay Brewery
Asahi Beverages
05.2023 - 06.2024
- In addition to leading the internal Matilda Bay sales team, a key aspect of the position was liaising with and developing plans for the broader CUB / Asahi sales and marketing teams to expand on the brands message via their reach within all on & off-premise channels
- Overseeing the Matilda Bay Sales teams planning and performance
- Assist in the development of and oversee the execution of marketing campaigns
- Generating and presenting ongoing reporting around brand performance to Matilda Bay internal CEO and executive levels within CUB & Asahi
- Integrate sales and marketing strategies in line with the broader CUB / Asahi business
- Collaborate with CUB / Asahi stakeholders on promotional plans and timelines for national chains
- Lead plans within MBB & CUB around production and logistics forecasting
Self Employed Consultant
Elwyn Anderson PTY LTD
09.2021 - 05.2023
- As a self-employed consultant, I primarily worked with the following companies (Rebellion Brewing & The Beverage Company) as ongoing contracts along with smaller informal daily / hourly consultations when available
National Sales & Marketing Manager
Rebellion Brewing
08.2021 - 04.2023
- While contracted as a consultant, my position grew within Rebellion Brewing to oversee management of all sales and marketing for both the O'Brien Gluten Free brand along with two other brands in development for future release
- This position has covered similar ground as my prior position within East 9th & Sample Brew, with the addition of overseeing marketing and brand development / planning across three separate brands
East Coast Sales Manager
The Beverage Company
10.2021 - 06.2022
- Established wholesale and distribution network for VIC, NSW & QLD as part of roll out plan for WA based brand agency
National Sales & Business Development Manager
East 9th Brewing
06.2019 - 09.2021
- Following on from East 9th Brewing's acquisition of Sample Brew, my objective was to build a new sales team to manage both Sample Brew and the immediate return of East 9th Brewings legacy brands, Doss Blockos & Lick Pier, to an internal distribution model following three years as part of the Craft Revolution portfolio
- Much like my time at Sample Brew, my position at East 9th Brewing required wearing many hats, with my key duties including, but not limited to…
- Overseeing a sales team of up to six sales representatives between Melbourne & Sydney, along with all relevant budgets and KPIs for sales team members
- Implementing new distribution agreements for both Queensland & Western Australia
- All recruitment and development of the sales team
- Managing sales and promotional programs with both Coles & Woolworths over various banners
- Generating and formatting sales reports for all departments within the business
- Reporting monthly to advisory board members on business performance
- Liaise with and generate opportunities in conjunction with marketing
- Engage brand partnerships with creative spaces to access key audiences for individual brands
- Plan and execute consumer facing events
- Adjust and implement sales strategies inline with company requirements and evolving market trends
- Assist in the development of new and limited release products
- Managing all logistics movement from the point of departing bonded warehouse through 3PL, wholesalers, etc
- Managing forecasts for all stock movement to wholesale and 3PL partners
National Sales & Business Development Manager
Sample Brew
01.2015 - 05.2019
- Looking for a means to challenge myself in a 'from the ground up' environment, I joined Sample Brew as its first full-time employee in January 2015
- Having recently been founded, at the time of my joining the company was servicing a humble 35 accounts
- At the time of the brand being acquired by East 9th Brewing, the company held approximately 1,200 points of distribution nationally
- Working for what was effectively a start up, I grew accustomed to wearing many hats on any given day while generating constant growth
- Key duties included..
- Overseeing a sales team of up to five sales representatives between Melbourne & Sydney, along with all relevant budgets and KPI's for sales team members
- All recruitment and development of the sales team
- Managing sales and promotional programs with both Coles & Woolworths over various banners
- Generating formatted sales reports for all departments within the business
- Report monthly to advisory board members on business performance
- Liaise with and generate opportunities in conjunction with marketing & activation departments
- Adjust and implement sales strategies inline with company requirements and evolving market trends
- Assist in the development of new and limited release products
- Managing all logistics movement from the point of departing bonded warehouse through 3PL, wholesalers, etc
- Managing forecasts for all stock movement to wholesale and 3PL partners
- In addition to the above, I continued to personally manage the Melbourne CBD territory, which includes approximately 90 accounts, and equated to close to one third of our Victorian independent turnover
Territory Sales Manager / Ambassador
Think Spirits (now Amber Beverages)
07.2013 - 01.2015
- From my initial role managing Melbourne's inner north and eastern suburbs, I was soon promoted to a new territory of Melbourne's CBD and key influencer accounts
- This territory held one of the company's highest annual values
- Key duties included…
- Manage a called account list of 200 top performing accounts
- Monitor and adhere to the KPI requirements of up to twenty separate brands within the portfolio
- Negotiate large scale pouring agreements
- Personally arrange and conduct consumer masterclasses and staff training across all brands within the portfolio
- Speed depletions by negotiating cocktail listings and promotional opportunities
- Implement promotional and marketing campaigns in line with marketing teams requirements
- Assist in training and developing new staff members
General Manager
The Gertrude Hotel
04.2012 - 07.2013
- High capacity, high volume hotel in Fitzroy with a heavy emphasis on craft beer
- During my time at the Gertrude Hotel, average weekly turnover increased by fifty percent
- Key duties included…
- All recruitment, development and rostering of front of house staff
- Oversee all stocktaking and ordering inline with internal budgets
- Development and execution of all social media and promotional plans
- Manage extensive function operations
- Develop a constantly rotating selection of craft beers over sixteen separate lines
Director / General Manager
Der Raum / Bar Americano
07.2008 - 04.2012
- Originally employed at Der Raum to handle marketing and administration, I was soon made general manager, before being made a director here as well as being a partner at Bar Americano
- With both venues frequently featured in global rankings as amongst the best bars in not just Australia, but the world, I was responsible for…
- All recruitment and development of front of house staff
- Stocktaking and ordering inline with internal budgets
- Front of house rostering in keeping within labour expenditure budgets
- Develop and execute all social media and promotional plans
- Handled all media enquiries
- Oversaw seasonal menu development in conjunction with senior bar staff
- Present at media and industry events
General Manager
Haida Bar
03.2007 - 07.2008
- High capacity and volume bar / nightclub
Senior barista, head waiter & bartender
06.2006 - 03.2007
- These positions were held simultaneously
Duty / Functions Manager
Golden City Hotel
05.2001 - 06.2006
Education
Diploma - Graphic Design
University of Ballarat
Ballarat, VIC01-2005
Skills
- Customer engagement
- Competitor analysis
- Client relations
- Adaptability
- Sales plan implementation
- Market and competitive analysis
- Analytical thinking
- Effective communication
- Rapport and relationship building
- Staff training and development
- Strategic planning
Timeline
National Field Sales Manager - RECA Department
Asahi Beverages
06.2023 - Current
National Head of Sales - Matilda Bay Brewery
Asahi Beverages
05.2023 - 06.2024
East Coast Sales Manager
The Beverage Company
10.2021 - 06.2022
Self Employed Consultant
Elwyn Anderson PTY LTD
09.2021 - 05.2023
National Sales & Marketing Manager
Rebellion Brewing
08.2021 - 04.2023
National Sales & Business Development Manager
East 9th Brewing
06.2019 - 09.2021
National Sales & Business Development Manager
Sample Brew
01.2015 - 05.2019
Territory Sales Manager / Ambassador
Think Spirits (now Amber Beverages)
07.2013 - 01.2015
General Manager
The Gertrude Hotel
04.2012 - 07.2013
Director / General Manager
Der Raum / Bar Americano
07.2008 - 04.2012
General Manager
Haida Bar
03.2007 - 07.2008
Senior barista, head waiter & bartender
06.2006 - 03.2007
Duty / Functions Manager
Golden City Hotel
05.2001 - 06.2006
Diploma - Graphic Design
University of Ballarat
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