Joni Ekovich

Sales and marketing manager @Green Seed

United StatesSales ManagerBusiness Development ManagerEmail Marketing ManagerMarketing DirectorCRM managerMarketing Analytics ManagerAccount ManagerAffiliate MarketingCommunity ManagerBrand Marketing ManagerContent ManagerSEO Manager👍 Sales & BizDev💸 Marketing🧨 Consulting

📈Brand Strategist | Growth Driver 📚MBA 🧳 World Traveler Joni is an experienced Key Account Manager and Brand Manager in the Consumer Packaged Goods (CPG) industry, with over 13 years of expertise. Joni commenced her career in sales and marketing for beer companies such as MillerCoors and Anheuser-Busch, focusing on the growth of craft and import brands in independent accounts and chains such as Whole Foods, Lowes Foods, Kroger, Sprouts, and Fresh Thyme. She moved her way up to National Account Management where she delivered share growth for the AB portfolio in 7-Eleven. She moved to marketing upon her completion of her MBA in 2019, working as the National Brand Manager for Budweiser Budvar, managing the national commercial strategy for the Czechvar brand before joining Green Seed in 2022 as sales and marketing manager. At Green Seed, she is responsible for growing start up brands through strategy creation, distribution growth and marketing initiatives. Joni holds an impressive educational background, earning an MBA and an MS in Marketing from the renowned Indiana University Kelley School of Business. Her comprehensive understanding of the CPG industry has helped Joni develop and implement successful sales and brand strategies that result in growth and an increase in brand visibility. Joni has pursued further education to broaden her professional expertise beyond the business industry, including becoming a Certified Cicerone and a licensed cosmetologist.

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Work Background

Green Seed North AmericaMarketing Manager

Feb. 2022Chicago, Illinois, United StatesFounded in 1991, Green Seed North America is a leading food and beverage accelerator founded by former Quorn director and industry expert, David Wilson. We have a proven track record of investing in and helping both start-ups and international brands with entering and growing in the USA & Canada. Green Seed North America provides a full suite of sales & marketing services to brands to suit their growth strategies. From seed investment, to regional and channel-specific sales support, to national high impact launches, Green Seed’s experienced team of professionals have capability across multiple trade channels and retail categories. Green Seed North America has offices in New York City and Chicago with team members across the country close to retailers. Green Seed North America is part of Green Seed Group, an international network of food and beverage consultants that operate in 11 countries around the world.

United States BeverageNational Brand Manager - Czechvar

Feb. 2019 - Feb. 2022United StatesDirect marketing strategy and sales, consult with breweries and importers to develop pricing strategy, and create custom marketing programs to maintain brewery profile and brand strategy. KEY COMPETENCIES: BRAND ARCHITECTURE, SALES TRAINING, PRICING ALIGNMENT, INVENTORY MANAGEMENT, 360 MARKETING PLANS Increased 5K incremental cases in first year after launch of SKU to enter expanding canned beer market ● Set prices and quantities for order between US Beverage and Budvar Budweiser brewery ● Designed sales sheets and trained staff on new package to sell into wholesalers ● Collaborated with local and regional accounts to ensure distribution in retail accounts KEY COMPETENCIES: CONSUMER AWARENESS, CLOSING DEALS, TEACHING ACROSS INDUSTRY TIERS, BUDGETING, P/L MANAGEMENT Boosted sales 5% in 2019 and 3% in 2020, growing off-premise sales 30%+ despite Covid-19 sales restrictions ● Consulted with executives to ensure adequate inventory for wholesalers ● Partnered with marketing team to produce sales materials in line with branding strategy ● Promoted wholesalers keeping product top of mind and created presentations to drive rate of sales KEY COMPETENCIES: MAKING PRODUCTS RESONATE, SOCIAL MEDIA MANAGEMENT, CONTENT WRITING, RELATIONSHIP MANAGEMENT Enhanced brand recognition and marketing using social media to expand awareness ● Created unique content with marketing team for posts on culture, history, and beer quality ● Communicated with social outreach manager, scheduled posts, provided photos, and wrote captions ● Maintained communication in line with branding strategy with commenters and people sending DMs to account

Anheuser-BuschSr. Key Account Manager

Sep. 2017 - Nov. 2018Region 6 - northwest USAdministrated $150M business in 5 states, consulted with regional staff and wholesalers, created content and programs, and evolved marketing strategies. KEY COMPETENCIES: SALES GROWTH, COMMUNICATION, PEOPLE MANAGEMENT, DATA ANALYSIS, MEDIATION, NEGOTIATION Grew market share in Pacific Northwest, managing 1K+ stores in over 5 states ● Devised custom state-level programs to increase points of distribution and increase rate of sale ● Developed appropriate mix of products for markets in collaboration with analyst team ● Executed quality programs and distribution and determined opportunities in consultation with wholesaler teams KEY COMPETENCIES: AGILE APPROACHES, FLEXIBILITY, LONG-TERM PLANNING, PRICING, P/L MANAGEMENT Maintained P/L and ROI, working with regional and national teams to develop new pricing, sales tools, and goals ● Performed market analysis for each state and presented information to management ● Strategized with internal team and created marketing calendar and targeted programs and packages ● Presented strategy to wholesalers and tracked progress report communication to keep all parties accountable KEY COMPETENCIES: BRANDING, REGULATED INDUSTRY, DATA ANALYSIS, NEGOTIATION, CROSS-FUNCTION COMMUNICATION Advanced distribution by designing creative process and plan for state shift from 3.2 to full-strength beer sales ● Formulated action plan based on goals, asks, and expectations input from market managers and internal teams ● Showcased key brands at launch meetings for stakeholders to plan for law changes ● Pitched resource needs and action plan to C-Suite based on feedback from stakeholder meetings

Anheuser-BuschSr. District Manager - The High End

Jan. 2017 - Sep. 2017Greenville, South Carolina AreaExecuted sell in and inventory management of $6M in craft and import selection, created pricing and placement strategies, launched breweries, and headed sales teams. KEY COMPETENCIES: BRAND PARTNERSHIPS, MARKETING ECOSYSTEM EXPERTISE, MARKET RESEARCH, BRAND MANAGEMENT Expanded sales with brand plan localization, communication, and execution for 10 craft breweries and 5 imports ● Understood branding direction and target consumers and used facts to create local level programs and events ● Directed sales staff and wholesaler to ensure branding execution was in line with brand message ● Facilitated brewery and internal team communication to determine pricing, strategy, and brand position KEY COMPETENCIES: SUSTAINABLE GROWTH, BUDGET MANAGEMENT, SALES DEVELOPMENT, GROWTH OPPORTUNITIES Amplified high-end portfolio sales 5%+, developing newer brands to ensure growth and profitability ● Charted incentives with wholesaler to promote sales staff increasing points of distribution ● Initiated local plans for 15 portfolios to drive consumer demand ● Visited markets to ensure brand execution met strategic plans and seek to opportunities KEY COMPETENCIES: ABILITY TO MOTIVATE & INSPIRE, COACHING, SCHEDULING, BUSINESS GROWTH, DRIVING GOALS Lifted total market by training and mentoring sales representative to reach consistent top sales numbers across U.S. ● Trained representative in new sales techniques and management for increased productivity and efficiency ● Adjusted brand plans with representative to better align with market demands ● Mentored sales representative on sales calls and account management through regular meetings

Anheuser-BuschHigh End Sales Specialist - Anheuser-Busch

Mar. 2015 - Jan. 2017Greater Memphis AreaManage the launch and growth of key import and craft brands through wholesaler partner. Train wholesale sales team and retailers on product facts important to consumers.

MillerCoorsRetail Beer Merchant for Tenth and Blake Beer and Cider Company

Nov. 2013 - Dec. 2014Milwaukee, WI areaManaged account list that included On and Off premise accounts. Was responsible for increase sales through new points of distribution and creating programs to increase velocity of the MillerCoors beers in the account. In 2014 I increased by Points of Distribution by almost 5% in my accounts. I also created and implemented many programs throughout my accounts that lead to increased sales and brand presence. To implement in products and programs, I worked hand in hand with distributor reps and supervisors to make sure to have the right point of sale and product volume. I also took on the management of special events here in Milwaukee. I planned and executed special events for the entire Milwaukee area, including our biggest trade show, Wine and Dine in November of 2014. There I planned, set up, and managed 9 areas. These areas had to portray our brands in a specific way, manage 4-8 volunteers in each area, and make sure that we had beer and ice for the whole event. The third major task I held was product and general market training. I trained the MillerCoors On-Premise sales team in Milwaukee. I also rode with distributor reps and supervisors and taught about product and new ways to sell our product in an ever increasingly competitive market. Finally, I trained retail staff in accounts across the market on our products and beer in general. Classroom training: Beer Merchant 201 Emerginetics Sales training

MillerCoorsRetail Beer Merchant for Tenth and Blake Beer and Cider Company

May. 2012 - Nov. 2013indianapolis, indiana areaManage portfolio in 75 key craft on-premise and off-premise accounts in central Indiana. I provide insight into the Tenth and Blake portfolio and craft industry in my market for the beer buyers of accounts to help them create beer lists that will maximize sales. I also plan and execute promotions and events around my brands including the execution of Broad Ripple Art Fair Blue Moon sponsorship, Leinenkugel's Sponsorship with Live Nation's First Friday Food Truck Festival, and Friends of the White River not-for-profit. In addition to the sponsorships, I also help with Beer Dinners and Brewfests. I work with local sales reps and server staffs to educate on the intrinsics of my brands and also beer as a whole. I have started 2 monthly beer schools in Indianapolis and Lafayette to help introduce consumers to the breweries in my portfolio and craft beer as a whole. Classroom Training: Batch 19 branding and new market activation MillerCoors Beer Merchant 101 class

Monarch BeverageBeerCareers

May. 2011 - May. 2012Indianapolis, INI participated in a rotational training program on the beer side of Monarch Beverage Distribution Company. I worked running routes for Grocery stores, Liquor Stores, on-premise accounts, and the world class beer division (the specialty craft and import division for Monarch Beverage). I ran a Liquor store route temporarily for 7 weeks while the position was being filled in 2011. I was trained in other aspects of the business such as marketing, accounting, purchasing, warehouse, and transportation. In addition to working routes during the week, I worked many BrewFests thoughout the state, helping to better understand my consumers and the products themselves. Part of the program, I participated in many classroom trainings including: Steven Covey's 7 Habits of Highly Effective People Sales - Based off sales theory of Gallo Winery Presentation basics Beer Server Certification - Cicerone Certification Program