Michal Kredatus

Leading the local RUDOLF JELÍNEK organization in alignment with the Group’s mission to be the top global producer and seller of premium fruit spirits. Sales Management of both on-trade and off-trade distribution channels to maximize market presence. Representing MONIN, the global leader in beverage solutions for hospitality professionals. Driving significant contribution to the rebirth of Albert Michler Distillery, transforming one of the oldest distilleries and rum houses of the former Austro-Hungarian Empire into a successful modern private bottler.

strategic direction to company business in Slovakia sales channels development developing & managing teams (field sales and key account management, marketing, finance and customer service cooperation with sales) building customer relationships sales, marketing and operating expenses budgeting with full P&L responsibility Started as the first employee to set up the company in Slovakia after Pernod Ricard had acquired Jan Becher in Czech Republic. Achieved the privatisation volume targets in early years, then successfully handled Seagram takeover and finally contributed to developing of SMarT (Sales and Marketing Toolkit) by means of sales force automation. Succeeded in rejuvenating Becherovka brand and exceeding 1 million litres yearly sales, making Jameson and Havana Club the category leaders and further developing the leadership status of acquired brands like Chivas Regal, Olmeca, Martell as well as the company leadership in both on-trade and off-trade distribution channels. Managed the team of 25 people and reported to Sales Director at Jan Becher Czech Republic.

strategic direction to sales team develop & manage sales team manage effective distribution develop sales budgets and manage P&L down to gross margin efficient sales administration and customer satisfaction New responsibilities in terms of financial results beside volume targets. Succesfully developed the direct distribution vanselling concept to increase the distribution levels and market shares before the international key accounts entered the market. Managed 16 people in sales and back office, reported to General Manager for Czech Republic and Slovakia.

sales targets develop WL exclusive sales force of the local distributor Intrade (12 people) distribution schemes administration Sustainable placement of the impulse buying product range at cashier zones by means of original POS development and implementation, significant increasing of distribution. Indirectly managed the distributor’s dedicated sales team of 12 people, reported to Sales Director Czech Republic.

direct sales to top wholesale customers develop sales team (12 people) The first experience with hiring and training people. Set foundations of the future sales team as well as the top wholesalers relationships.

direct and indirect sales to wholesale and retail distribution merchandising and promotion Sales and communication skills. Sales process based on need analysis, presentation of product features as consumer/customer benefits, handling objections, looking for win-win solutions and closing. Responsible for distribution, merchandising, pricing and promotions.