Brad Palmer
Wake Forest
Summary
Proven sales executive with 22+ years of leadership in wine, spirits, and consumer packaged goods. Expert in driving revenue growth, expanding market share, and managing $70M+ P&Ls across regional and national accounts. Recognized for building lasting partnerships with top retailers and distributors, consistently outperforming market trends, and developing high-performing sales teams. Strong expertise in strategic account management, trade spend optimization, and category leadership.
Overview
33
33
years of professional experience
Work History
Regional Director – North Carolina & West Virginia
Constellation Brands – Wine & Spirits Division
01.2015 - Current
- Lead $70M+ annual P&L overseeing distributor management, pricing, and programming.
- Manage and develop team of 4 Field Sales Managers, partner with Harris Teeter, Lowe’s Foods, Food Lion, and Walmart.
- Consistently exceeded sales/share growth goals: FY’23 exceeded plan, FY’20 Top 5 state nationally, FY’17 delivered +14% growth.
- Achieved 6 consecutive years of share growth outpacing competition.
Director, Strategic Accounts / Walmart Sales Team Lead
Constellation Brands – Wine & Spirits Division
01.2010 - 01.2015
- Directed Walmart business, driving sales, merchandising, and promotional strategy.
- Led team of 4 (Strategic Account Managers & Pricing Insight Managers).
- Expanded merchandising support dramatically: FY’14 #1 Supplier (+75%), FY’13 +300% support.
- Delivered consistent year-over-year sales plan achievement.
Area Manager, Chains – VineOne Division
Constellation Brands – Wine & Spirits Division
01.2006 - 01.2009
- Managed $22.5M in chain retail sales with Harris Teeter, Bi-Lo/Bruno’s, and Walmart (SC).
- Drove profitable growth through category management and promotional execution.
Chain Accounts Manager – Centerra Wine Co.
Constellation Brands – Wine & Spirits Division
01.2002 - 01.2006
- Oversaw $20M+ in key accounts with Harris Teeter and Bi-Lo/Bruno’s.
- Delivered +10% sales growth in 2005 and +9.4% in 2006.
- Executed record-breaking promotions with Harris Teeter (V Foundation).
District Business Manager – Southeast Region
Borden Cheese – Dairy Farmers of America
01.2000 - 01.2003
- Managed $15M sales territory across FL, AL, GA, MS, LA, and TN.
- Achieved +17% growth YOY; won Best Overall Pricing Execution and Best New Item Execution awards.
Regional Business Manager – Northeast U.S. & Canada
Advance Publishers, LLC
01.1999 - 01.2002
- Drove $7.5M sales with Kroger, Ahold, A&P;, Loblaw’s, and Sobey’s.
- Executed $3M+ Kroger Corp promotion (largest in company history).
Territory Manager – Ft. Lauderdale, FL
Nabisco Brands, Inc.
01.1997 - 01.1999
- Managed $3M territory; awarded Territory Manager of the Year (1998).
Sales Representative – Florence, SC
Nabisco Brands, Inc.
01.1993 - 01.1997
- Awarded Sales Representative of the Year (1996) for Columbia Sales Team.
Education
Bachelor of Science - Business Administration
Presbyterian College
Clinton, SCSkills
- Strategic Account Leadership
- P&L & Budget Management ($70M)
- Distributor & Broker Relations
- Retail Growth & Category Management
- Trade Spend Optimization & ROI
- National & Regional Chain Development
- Team Building & Sales Leadership
- Business Planning & Forecasting
Timeline
Regional Director – North Carolina & West Virginia
Constellation Brands – Wine & Spirits Division
01.2015 - Current
Director, Strategic Accounts / Walmart Sales Team Lead
Constellation Brands – Wine & Spirits Division
01.2010 - 01.2015
Area Manager, Chains – VineOne Division
Constellation Brands – Wine & Spirits Division
01.2006 - 01.2009
Chain Accounts Manager – Centerra Wine Co.
Constellation Brands – Wine & Spirits Division
01.2002 - 01.2006
District Business Manager – Southeast Region
Borden Cheese – Dairy Farmers of America
01.2000 - 01.2003
Regional Business Manager – Northeast U.S. & Canada
Advance Publishers, LLC
01.1999 - 01.2002
Territory Manager – Ft. Lauderdale, FL
Nabisco Brands, Inc.
01.1997 - 01.1999
Sales Representative – Florence, SC
Nabisco Brands, Inc.
01.1993 - 01.1997
Bachelor of Science - Business Administration
Presbyterian College
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