Mariya Kovacheva

⇨ Lead sales aligned education and trade marketing strategy across the Americas portfolio with executive accountability for supporting revenue growth distribution expansion and brand performance. Position education activation and trade marketing as commercial levers that reinforce portfolio priorities accelerate execution and support sustained growth across multiple markets. ⇨ Partner directly with senior sales leadership to translate brand strategy into clear go to market initiatives that improve sales effectiveness increase account penetration and strengthen customer engagement. Serve as a strategic commercial partner to distributors importers and priority customers ensuring alignment across sales marketing and public relations. ⇨ Drive market execution through high impact customer meetings brand activations and menu integrations designed to deliver measurable sales support while strengthening long term brand equity. Enable sales teams with scalable tools programs and messaging that improve execution consistency support retention and enhance overall account performance.

⇨ Held executive responsibility for wine education and sales enablement across North America with a mandate to support revenue growth distribution gains and key account expansion. Repositioned education as a strategic commercial driver that directly supported sales execution improved distributor performance and accelerated brand momentum in priority markets. ⇨ Built and led the Wine Ambassador Network as a core extension of the sales organization strengthening brand advocacy distributor execution and market coverage. Established the team as a trusted commercial resource supporting launches promotions and sustained account growth across regions. ⇨ Partnered closely with national and regional sales leadership to align education and programming with distribution targets launch execution and account growth priorities. Supported national and multi unit account development through customer programs RFP support and launch readiness that enabled new business wins expansion within existing accounts and long term commercial partnerships. ⇨ Contributed to 4 consecutive Hot Impact Brand wins for Campo Viejo Red through disciplined market execution strong distributor alignment and consistent commercial support.

⇨ Owned commercial responsibility for sales growth account development and distributor performance across multiple US markets for the still wine portfolio. Established and executed territory strategies that exceeded annual sales targets by an average of 20 percent over 2 consecutive years. ⇨ Delivered $1.5M in still wine revenue growth while increasing average order value by 18 percent through disciplined account planning pricing strategy and focused customer engagement. Prioritized high value accounts while building sustainable volume and velocity across on premise and off premise channels. ⇨ Secured 8 new perfect accounts generating $600K+ in annual revenue while expanding distribution by 15 percent through placement in 30+ new premium retail accounts. Strengthened distributor relationships through clear priorities regular market engagement and shared accountability for results. ⇨ Improved key account retention by 20 percent through strategic engagement customized training and consistent follow through. Supported major commercial lifts at Austin City Limits delivering +5K 9L onsite sales +49 percent YoY 10K 9L in store sales +58 percent YoY and opening 20+ new on premise accounts. Contributed to capturing 10 percent market share in a newly defined mid premium Rioja segment through focused execution and distributor partnership.

⇨ Held executive ownership of beverage sales revenue and profitability for a flagship fine dining operation within the Dinex Group. Built and led the most profitable beverage program in the group through disciplined pricing portfolio strategy and active sales leadership. ⇨ Achieved top group profitability while maintaining 24.8 percent wine COGS and 12 percent liquor COGS through rigorous cost control and revenue optimization. Balanced premium brand positioning with commercial discipline to maximize both guest experience and financial results. ⇨ Generated sustained revenue growth through strategic menu design high impact wine dinners supplier partnerships and upsell focused service execution. Developed a sales driven service culture that increased guest spend repeat visits and overall program performance. ⇨ Led forecasting scheduling and team performance while maintaining high standards of execution and accountability aligned with brand and business objectives.

⇨ Supported beverage sales growth through consultative selling direct guest engagement and consistent floor leadership. Influenced purchasing decisions increased check averages and reinforced premium positioning through product expertise and service excellence. ⇨ Supported wine selection pricing execution and daily operations while contributing to a disciplined sales focused service environment that supported revenue growth and brand reputation.

•Kenan-Flagler Business School (KFBS) Leadership Fellowship Award •KFBS Leadership Initiative Designation •Academic Coursework: Marketing Strategy, Analysis & Development, Global Marketing, Services Marketing, Managerial Economics, Financial Accounting, Managerial Accounting, Operations Management, Intro to Entrepreneurship & New Ventures Discovery, Intro and Corporate Finance, Business & Corporate Strategy, Consulting, Project Management, Business Communication, Managing Innovation.