Steffani Scheurich

www.highspiritsmarketing.com • High Spirits Marketing, LLC provides marketing consultation services to the Beverage Alcohol industry, with special focus on small start-ups in the Craft Spirits arena. • Consultation areas include marketing strategy, strategic planning processes, marketing budget negotiations, media buy negotiations, POS buy negotiations, etc. • Convert promotional activity into volume driving activity by providing consultation on good customer relationships, return on investment, and post-promotion analysis that leads to positive results. • Services include strong business analysis, strategic thinking, and setting departmental/organizational processes.

High Spirits Imports & Exports, LLC specializes in assisting brands with go-to-market strategies, business analysis and sales in global markets.

High Spirits Mergers & Acquisitions, LLC specializes in connecting investors who are interested in acquiring or being a part owner in distilleries and/or brands within the Beverage Alcohol industry.

Developed channel trade strategies and business plans for each class of trade. Delivered customer marketing strategies for key accounts as well as a category management framework and go-to-market strategy, and created solutions for key customer opportunities. Formulated go-to-market strategies leveraging primary research to deliver scalable retailer solutions, incorporating consumer, market and financial data. Delivered strategic perspectives on ad feature strategy for retail partners, aimed at increasing shopper engagement. Led and developed a department with two direct reports.

• Refrigerated and Frozen Portfolio sales = $95 million. Grew $ sales by 1.7%. • Successes: 16 new items accepted into distribution. Awarded Category Captain on Smoked Sausage Category. • Implemented innovative product tie-in initiatives: Hillshire Farm/Zatarain’s Rice, Hillshire Farm/Barilla Pasta, Jimmy Dean/Dunkin Donuts Coffee, Jimmy Dean/Dannon Yogurt, Sweet Goods/Whipped Topping/Berries, as well as several new item demos.

• Refrigerated, Frozen and Deli Portfolio sales = $18 million. Sales $ Growth: Protein Breakfast +31%; Sweet Goods +56%; Smoked Sausage +6.4%; Lunchmeat +11%; Pre-Sliced Deli +17%; Breakfast Sausage +13%; Corn Dogs +11%. • Successes: Awarded Category Captain for all Refrigerated and Deli Categories. Received Star of Excellence Award for Performance and Accountability. Only person on sales team to win 3 times for best forecasting in the fiscal year. Over 24 new items accepted into distribution. Over 706 total points of distribution gained (2nd highest in country). Secured over $430,000 in incremental marketing funding investment.

Portfolio Development Manager - Ahold USA - Auburn, MA (1/07 to 6/09) • Frozen Portfolio sales = $18.6 million. Grew $ sales by 10.7%. • Successes: Generated over $800,000 in incremental marketing funding to deliver growth targets. • Management of one direct report.

Market Manager, Off-Premise Sales, Atlantic Division, Maryland/Washington DC (11/05 to 06/06) • Managed sales processes in the off-premise retail channel representing $20 million in gross profit, and 309,500 cases. • Co-managed a marketing fund of approximately $1.2 million. • Created new marketing and sales projects to build brands and increase total sales/profitability. • Projects included: Jack Daniel’s African American marketing program, Yacht Club programs in Annapolis, Maryland Minor League Baseball Stadiums, Culinary, White House Food Service, and the Jack Daniels NASCAR program.

Senior Division/Territory Marketing Manager, Atlantic Division, Boston, MA and Baltimore, MD (10/00 to 11/05) • Executed regional marketing and promotion planning activities which represented 1.5 million cases, $109.3 million in gross profit, and $7.4 million in territorial marketing funds. • Responsible for the Northeast territories: MA, RI, CT, NY, NJ, MD, DC, DE. • Achieved field profit plans and maintained brand equity guidelines by directing field sales, marketing teams and distributor/broker efforts. • Coordinated and customized national promotion buys and local events/sponsorships for all channels. • Utilized marketing software and technology to identify and develop local market opportunities. • Evaluated purchase patterns in the beverage business to develop consumer-focused strategies and programs. • Allocated resources across investment opportunities including media/events. Developed metrics to evaluate progress.

Regional Retail Sales Development Manager, National Channel Sales, Louisville, KY (4/98 to 10/00) • Developed and implemented Category Management projects with accounts using: space management programming, clustering/demographics programming, brand positioning, category positioning, new product placement and specific assignments/initiatives. • Category Management projects included: Meijer Michigan, Kroger Indiana, Rite Aid Detroit, Rite Aid Southern Michigan, Phar Mor West Virginia, and Pennsylvania Liquor Control Board. • Used financial tools to develop Category Management presentations: ROII, Dollar Sales, Dollar Inventory, Turns, Days of Supply, Profit, Movement, Space to Sales. • Analyzed scan data and Nielsen market data to maximize the effectiveness of in-store Category Management.

Category Sales Development Specialist, SUPERVALU National Account, Minneapolis, MN (2/97 to 4/98) • Performed as the Marketing Manager in a region with annual sales in excess of $65 million. • Managed all 25 SUPERVALU markets throughout the United States. SUPERVALU was Nestle’s second largest wholesale and fourth largest retail account. • Developed and implemented plans and strategies to achieve long and short-term business goals. • Directed internal and external customers in achieving corporate category objectives that delivered the greatest value.

Customer Sales Executive, SUPERVALU Southeast, Atlanta, GA (5/96 to 2/97) • Managed the sales processes of the SUPERVALU Southeast Region with 1996 annual sales in excess of $8 million. • Responsibilities included: promotions, product distribution, product shipments, inventory management, product sell-through, forecasting, budget/expenditure tracking, and category management.

Consumer Marketing Analyst, Southeast Division, Atlanta, GA (8/95 to 5/96) • Analyzed the competitive environment of the beverage business for eight states. • Analyses included: post-promotion, promotional effectiveness, seasonality, price elasticity, profitability, forecasting, go-to-market, etc. • Planned and executed local marketing programs. • Maintained an advertising budget; coordinated advertising with radio and newspaper media. • Performed Category Management Reviews for: Publix, Giant, Food Lion, Bruno’s, Winn-Dixie and Bi-Lo. • Reviews included: Consumer Analysis, Strategic Business/Trade Analysis, Shelf Schematics, SKU Rationalization, Item Ranking, and Quadrant Analysis.

Territory Sales Manager, Columbus, OH (3/93 to 8/95) • Managed a 100-store sales territory and six group headquarter accounts. • Responsibilities included: sales promotions, advertising, marketing plans, distribution of products, shelf management, display management, presentation of sales programs, presentation of new products and merchandising.

Minor Degree in Business; Minor Degree in Biology