Reed Aldridge
Lacombe
Summary
Results-driven Sales Leader with 24 years in the wine and spirits industry, recognized for consistently exceeding sales targets as a MultiState Manager. Utilizes a solution-focused sales strategy to enhance execution and achieve significant results. Builds enduring business relationships and delivers impactful presentations that foster revenue growth and market expansion.
Overview
24
24
years of professional experience
4
4
Certifications
Work History
STATE MANAGER AL, LA & MO
DIAGEO HOSPITALITY PARTNERSHIP
01.2021 - Current
- Collaborated with clients and agencies to align on objectives, tracked performance against objectives, and monitored in-market activities. Ensured legal and compliance accountability while managing quarterly T&E budgets to enhance market effectiveness. Conducted weekly one-on-one and bi-weekly team calls to identify risks, opportunities, and strategic plans for goal achievement. Created reports to recap results and performance against objectives, fostering strong client and distribution collaboration.
- Achieved 100% of activity goals for nine consecutive quarters. Designed and implemented a performance dashboard to effectively track and communicate client and agency goals.
- Led strategic initiatives aligning with hospitality trends and market demands.
- Managed cross-functional teams to enhance operational effectiveness in service delivery.
- Developed partnerships with key stakeholders to drive brand visibility and growth.
REGIONAL SALES DIRECTOR
SOUTHERN GLAZER'S WINES & SPIRITS OF LOUISIANA
01.2015 - 01.2021
- Led team of 12 sales representatives, 3 district managers, and 1 key account manager across multiple markets, rebuilding routes for Route to Market initiative and establishing casino marketing plans to increase market share and distribution.
- Key Accomplishments: Assigned to the National CPWS On-Premise Leadership Committee. Developed goal setting & tracking mechanisms that were adopted state-wide. Certified Specialist of Wine & WSET Level II for Spirits & Wines. Diageo Golden Bar nominee for Leadership.
- Led regional sales strategy for Southern Glazer's Wines & Spirits of Louisiana.
- Managed relationships with key distributors and retail partners across the region.
- Developed training programs to enhance product knowledge among sales teams.
SHREVEPORT DIRECTOR OF SALES
GLAZER'S COMPANIES OF LOUISIANA
01.2002 - 01.2015
- Monitored sales territory to achieve sales objectives; developed and executed activities in key accounts and casinos, forecasting inventory needs to adapt to market fluctuations.
- Executed pricing strategy at key retailers, enhancing gross profit for the division; earned Certified Specialist of Spirits Accreditation from Society of Wine Educators.
- Developed sales strategies to enhance market presence and drive revenue growth.
- Managed a team of sales professionals to achieve corporate sales targets.
- Fostered relationships with key clients to strengthen business partnerships and loyalty.
Education
Bachelor of Arts - Journalism
LOUISIANA STATE UNIVERSITY
SHREVEPORT01-1998
Skills
- Team Leadership
- Hiring & Talent Development
- Performance Management
- Budget Management
- Sales Forecasting
- Strategic Programming
- Brand Performance Strategy
- Microsoft Office Suite
- Organizational Skills
- Communication & Collaboration
- Presentation Skills
- Time Management
- Goal-driven & Competitive
- Self-starter
Certification
WSET Level II - Wine
Timeline
STATE MANAGER AL, LA & MO
DIAGEO HOSPITALITY PARTNERSHIP
01.2021 - Current
REGIONAL SALES DIRECTOR
SOUTHERN GLAZER'S WINES & SPIRITS OF LOUISIANA
01.2015 - 01.2021
SHREVEPORT DIRECTOR OF SALES
GLAZER'S COMPANIES OF LOUISIANA
01.2002 - 01.2015
Bachelor of Arts - Journalism
LOUISIANA STATE UNIVERSITY