Christopher Alfieri

At NSG Consulting, our team of experts has broad expertise in the Bev-Alc & Non-Alc industry, including brand formulation & creation, value chain & financials, production, distribution, retail, merchandising, routing, RAS, and AI integration. We have built successful brands and distribution networks, created new distribution systems, brought brands to retail, and provided exception-based analytics systems to manage various types of businesses. In addition, we provide short-term (hourly phone or in-person) and long-term (e.g. full restructure or ground-up builds) consulting for investors, suppliers, distributors, and retailers.

Lead a team of 320 people to manage a national network of 290 third-party distributors; a company-owned distribution network (FL, TX, CO, CA) and the independent channel of trade (~100k outlets). ► Managed network to sell 72MM cases ($890MM) of Bang Energy Drink and grew 70% vs. PY ► Helped the owner build out a high performing leadership team though my contacts: VP of Key Accounts and VP of Finance. ► Restructured the company into four divisions and developed an organizational structure of 120 new employees to properly manage distributors. ► Developed a business plan and path to becoming a 15 share, $2B retail sales brand by the end of 2020. ► Transformed a struggling company-owned distribution business to a profitable best-in-class distribution network. YTD 2020 growth of 45% and $8MM GP. ► Instituted a branch level P&L within company owned-distribution network. ► Led a team to source, purchase, and place POS, including 20K coolers within the independent channel.

Ensured retail execution excellence by driving Red Bull’s Distribution objectives through a group of Region Directors of Distribution, Distribution Partner Managers, the Senior Food Service Manager, and the Food Service team. ► Optimized distribution network. Improved execution and growth utilizing various tactics from support to transition. ► Managed 34MM ($1.53B) Red Bull cases annually. Grew business +10.5%; Foodservice +13% ► Led the Distribution team to add more than 12k cold vault shelves into the independent channel. ► Successfully utilized a $40MM Distributor, trade POS, and incentive budget to drive the business. ► Led the West Business Unit Distribution Business Plans, which drove improved performance and efficiencies. ► Partnered with Business Unit Region GMs; co-managed their distribution teams' and delivered resources to optimize the network.

Effectively develop and manage the South Business Unit’s largest exclusive Red Bull Distributor Partner. ► Leading 5 profit centers and 136 employees to sell 2.5MM+ cases of Red Bull annually ► Full P&L responsibility- upgraded aging equipment and warehouses in year one and entire fleet over 2 cycles, while bringing in record revenue and profit. ► Worked with CFO to revamp P&L to Branch reporting level versus company only level. ► Restructured organization, adding a Field Support Team, Director of Key Accounts, Large Format Manager and several senior level positions within the front line manager and front line sales groups. ► Implemented a new comprehensive on boarding and ongoing training regimen ► Led Matador to be one of the only Red Bull Distributors in North America to meet all KPI's in 2016

Effectively developed and managed several Key Account Managers and Category Analysts to sell and execute Red Bull strategy and initiatives within Regional Accounts across the states of Tennessee, North Carolina, South Carolina, Georgia and Florida. ► Lead a team of high-level sales managers to effectively manage a group of key accounts. ► Fostered a culture of business consulting and thought leadership with account base via Joint Business Planning sessions and a customer team approach. ► Worked closely with HQ and BU Marketing, Finance and Category teams, developing strong customer plans and strategies. ► Created a culture of education and thought leadership within all levels of Red Bull’s regional accounts through the customer wiring process.

Responsible for the coordinated management of multiple distribution related projects directed toward strategic business plans and other organizational objectives. ► Created a new method of account segmentation for the North American distribution network, so that resources could be delivered to the appropriate customers. ► Increased the proficiency of the distribution network by creating and conducting distributor capability audits. ► Wrote several white papers coined the “capability development series” which allowed the distribution network to quickly adopt best-in-class processes.

Responsible for managing National and Regional Accounts with revenues exceeding 30MM. ► Achieved a 32% overall growth within the chains covered over a two year period. ► Returned share leadership to the brand in all accounts, including the second largest convenience store chain in Ohio. ► Created a new Key Account forecasting model recognized as a best practice. ► Mentored several individuals on the Key Account team. ► Worked with an oversees supplier to create a new piece of cold equipment with rechargeable technology, so that cold availability could be accomplished at checkout within several divisions of Red Bull’s second largest convenience store chain. Today, “cold cashier” is being accomplished throughout the country by way of this unit. ► Implemented a new customer wiring strategy that educated all levels of management within the account base.

Manage local/national chains and the Key Account Group. Oversee the Sales Analysis department and the Non-Traditional business Team for the Red Bull Brand and the Beer & Wine division ► Built and managed the Key Account Team for the Ohio and Michigan businesses. ► Developed and managed the Business Insights team. ► Built and managed the Non-Traditional Team. ► Helped the company build a Beer and Wine division for Ohio and Michigan, which became a ~$10mm business by year two. ► Worked with suppliers on an ongoing and annual basis, analyzing Key Account and Independent business in order to determine strategies and budgets. ► Part of the Executive Leadership Team, assisting in the key business decision-making processes for the companies.

Created and managed a small business while pursuing an undergrad degree. ► Sourced and managed 6 full-time employees. ► Managed payroll and taxes. ► Actively marketed and sold business to potential clients in the Toledo and surrounding areas. ► Creatively advertised business in local media.

Graduated Cum Laude