Peter Choy

I was exclusive to the Pernod Ricard wine portfolio for the state of NY. I had two direct reports, with whom I oversaw and worked with the SGWS full book teams for both on and off premise. My main responsibility was to develop, distribute and manage fiscal year and monthly goals. I managed 140K+ cases 20MM in revenue. I conducted Monthly and Quarterly business reviews, as well as analysis and adjusting pricing structure to market trend accordingly. I would regularly work with AR to manage accounts finance the LMF and EG budgets. Monthly, I conducted distributor sales education meetings coupled with program and tracker development to help motivate the full book teams. I submitted monthly written regional market trends and industry updates. My forecasting gave the demand planning the guidance on inventory needs. In addition, I frequented the market with key reps to work with key accounts for on and off premise

With Southern Glazers coming into the New York market, I took the opportunity to come onboard as District Manager for Off Premise sales. My main objective was to oversee 180K+ cases and $33MM+ in revenue. My team was made up of five sales reps, two overlay managers and a merchandiser. We worked effectively to reach suppliers set to standards goals and achieve their yearly depletion case goals. My success was in communicating a clear and concise message to my team on objectives and expectations, monitoring and evaluating their performance versus company objectives. In my 9 years, we had consistent double digit depletion growth with growing revenue on key profitable brands.

I managed up to 10 direct reports and 200K+ cases of wines and spirits from over 40 different suppliers. I executed field work withs and focused on increasing efficacy going from route to market. In 2003, after enthusiastically embracing Charmer’s Wine and Spirits Sales Management Program, I was given an opportunity to become a “Trained Trainer”. This responsibility led me to work with other District Mangers and Sales reps across the company. I was asked to give real time coaching, observing sales reps and district managers, working together to ensure working towards the company’s objectives.

In 1994, I was asked to join a fine wine team for Charmer Industries. My responsibility was to develop new on and off premise accounts for many of Prestige’s fine wine brands. I was successful in new brand development by holding in store tastings and conducting wine makers dinners, creating a buzz around the products. I was then promoted to join The Park Ave Division at Charmer, where we had more everyday based wine and spirt brands. I serviced an existing account base by maintaining routine contact with key decision makers, developing new products and establishing key relationships with retailers.