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Vice President or Sales and Marketing

Bob Franceschelli is an executive with over 30 years of experience in sales, marketing, and business development at Anheuser-Busch. He has a proven track record of exceeding sales targets and improving margins. Some of his accomplishments include launching the successful Michelob Ultra brand, increasing market share and margins in various roles, and forging key retail partnerships. He is now seeking a new executive leadership opportunity to drive organizational performance.

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164 views4 pages

Vice President or Sales and Marketing

Bob Franceschelli is an executive with over 30 years of experience in sales, marketing, and business development at Anheuser-Busch. He has a proven track record of exceeding sales targets and improving margins. Some of his accomplishments include launching the successful Michelob Ultra brand, increasing market share and margins in various roles, and forging key retail partnerships. He is now seeking a new executive leadership opportunity to drive organizational performance.

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BOB FRANCESCHELLI

5853 Crystal Park Circle * St. Louis, Missouri 63128


(314) 277-2026 * bf4cddd2@westpost.net * www.linkedin.com/in/robertfranceschell
i

EXECUTIVE LEADERSHIP
Sales ~ Marketing ~ Business Development ~ Brand Management
Highly accomplished, strategic sales and marketing executive with a history of s
uccess in elevating organizational performance. Consistently exceeded KPI's by
focusing on the basics; as well as developing and implementing product, program
and process innovations. An impact player, with leadership and hands on experti
se in numerous cross-functional areas. Full of vigor and ready to lead another
organization to accomplish goals and targets.
Proven Performance - Earned distinction as one of 360 "key" executives for #1 be
verage company. Leadership team boosted market share from 28% in 1981 to an unp
recedented 49% in 2009 and 63% of industry margin pool.
Sales and Margin Growth - Improved margin by +$51 million (18%) and sales by 5.5
% during a 4-year period.
Cost Containment - Member of a task force that saved $8.5 million annually and $
4-6 million for distributors.
Product Innovation and Development - Led introduction of the Michelob Ultra bran
d, the 1/6 barrel and the first Sampler Pack, delivering 2009 revenue of $481.3,
$19.9, and $5.5 million respectively.
Partnership Formation and Enhancements - Forged key relationships with countless
Anheuser-Busch distributors, National Retailers and alliance partnerships such
as the Rolling Stones/George Strait.
Overall Leader - Advanced business strategist, presenter and communicator with c
onfirmed excellence in presenting to senior management and outside key customers
, and approved spokesperson to the national media.
AREAS OF EXPERTISE
P&L Management * Strategic Development & Execution * Contract Negotiation * Perf
ormance Measurement
Partnership Development * Cost Analysis * Vendor Management * Training & Develop
ment * Process Improvement
Leadership Development * Product Development * Sales & Margin Growth * Marketin
g Strategy Development * Team Building
Competitor Analysis * Problem Solving * Market Research & Analysis * Revenue Enh
ancements * Customer Retention

PROFESSIONAL EXPERIENCE
ANHEUSER-BUSCH, INC., St. Louis, Missouri * 1981 - 2010
Leading American brewer, with $11B in U.S beer sales and 48.9 Market Share

Sr. Director, National Retail Sales - Concessions/Gaming/Travel/Recreation/Milit


ary (2006 - 2010)
Led 7 Sales Directors and 2 Senior Key Account Managers in driving sales in 10 b
usiness channels. Team directly sold to 84 nationally-based retail headquarter
customers, including Aramark, MGM, Hyatt Hotels, Royal Caribbean International,
UETA Duty Free, Delta Airlines and AAFES. Created a high performance culture, i
ncreasing employee output and results through development and implementation of
improved processes and documentation including new venue tracking and itinerary
forms, execution scorecard and call frequency reviews.
Selected Achievements:
* Leveraged Sales/Marketing expertise as member of Blue Ocean Freshness Policy T
ask Force. Simplified product related processes that resulted in cost savings o
f $8.5 million annually for A-B and $4-6 million for A-B's wholesalers.
* Increased industry market share by 1.5%.
* Secured retailer satisfaction ratings above all competitors in all channels.
Outranked closest beverage competitor by 1.2 points, and increased spread by .5
points.
* Expanded duty free business from 244,000 to 365,000 cases per year, improved i
nternational military trend by 14.4% while selling in an FOB increase of 11.8%
and gained increased distribution of targeted brands in travel business segment.
BOB FRANCESCHELLI * bf4cddd2@westpost.net * PAGE TWO

Sales Director, Missouri and Iowa (2001 - 2006)


Coached and mentored 9 direct reports and advised 39 independent distributors on
general management, sales, marketing and operations strategies. Led sales and P
&L efforts in Corporate Headquarters with net revenue of $429 million and sales
of 3.8 million barrels. Directed 3 regional Key Account Managers calling on groc
ery, convenient store and on premise chain accounts. Originated key marketing in
novations, including Competitive Price Promo Calendar, New Product Matrix and Ba
rtenders' Balls; all three implemented by A-B nationally.
Selected Achievements:
* Boosted sales volume 5.5%, net revenue 17.4% and variable margin 18.0%, exceed
ing national increases of 2.8%, 13.0% and 15.2% respectively. Exceeded targeted
volume, margin and sales budgets in 3 of 4 years.
* Designed, developed and implemented "Budweiser Party in the Cove", two on-the-
water concerts with 5 weeks lead-time.
Director of Marketing - Michelob Family / Specialties (2001)
Launched Michelob Ultra brand with 2009 revenue of $481.3 million, establishing
the brand as A-B's 6th largest brand, 11th largest industry brand and largest sp
ecialty brand. Formulated consistent, integrated individual marketing campaigns
around taste for Michelob family of beers, increasing growth by 6.8% to 5.6 mil
lion barrels.
Director, Special Acquisition Project (2001)
Provided leadership to U.S. valuation team for global acquisition/bid for Becks
Brewery, reporting to President of A-B.
Director of Marketing, Tactical Brands (1999 - 2001)
Led marketing efforts for tactical brand families of Busch, Natural and Malt Liq
uors. Sales totaled 24.7 million barrels and accounted for 25% of total A-B vol
ume. Illustrated benefits and potential of sub-premium brand growth to overall
margin growth for A-B to senior leadership. Illustration resulted in increased
A-B marketing and sales support of brands.
Selected Achievements:
* Captured incremental 12.4% share of sub-premium category, including a 51.0% sh
are for Busch/Natural families.
* Created innovative marketing programs, including enhanced packaging, outdoor i
mage campaign, NASCAR Cup stars endorsing Busch Series, "Catch Big Jake" program
, private label cross merchandising and Busch "Poser" anti-import campaign.
* Initiated a single-serve price-point program that drove Hurricane/King Cobra t
o gain 9.5 share and capture 20.3 share of segment.
Senior Brand Manager - Sub Premium Brands: Busch, Natural (1998). Directed mar
keting efforts for category with A-B variable margin of $656 million and 11.7 ma
rket share.
Senior Brand Manager - Specialty Brewing Group (1995 - 1997). Managed 12 brands
with category sales of $2 billion. Initiated and built specialty sales force o
f 30 new representatives with a total marketing budget of up to $25 million. Su
ccessfully implemented the "who really brews these beers" comparative campaign.
* Elevated Michelob Specialty Brand family to the #2 ranking for micro/specialty
brand category.
* Introduced 1/6 barrel, now comprises 2.8% of total A-B draught volume and the
first A-B Sampler Pack .
* Corporate spokesperson for series of Beer Writers' symposiums, hosting over 70
journalists.
Senior Manager - National Entertainment Marketing Department (1993 - 1995). Dir
ected all national entertainment efforts including music tour sponsorships, radi
o trade-for-mention promotions and television/feature film placements.
* Dominated music sponsorships, negotiating contracts with The Rolling Stones, B
oyz II Men and George Strait.
* Achieved 78% TV and 74% feature film placements.

BOB FRANCESCHELLI * bf4cddd2@westpost.net * PAGE THREE

Product Manager - Bud Light (1992 - 1993). Led various marketing elements durin
g Bud Light's rise to the #1 beer ranking in the U.S. with selling margin of $1.
2 billion and marketing budget of $200 million.
* Developed "Son-of-Spotlight" program funded and implemented by 72% of A-B whol
esalers.
Manager - Geographic Marketing (1991-1992)
Coordinated Brand Management/Field Sales departments' strategies and objectives
in Western US. Negotiated local venue and sports sponsorships and developed sal
es promotions. Conceived and managed local band sponsorship, growing to 81 band
s. Produced venue management manual and supervised venue negotiations.

Other previous positions included: Manager of National Entertainment Marketing,


Senior District Sales Manager, District Sales Manager, Contemporary Marketing Co
ordinator, Bud Light Test Market Coordinator and Project Marketing Team Member.
Details on request.

HONORS AND AWARDS

Supplier of the Year - Large Brewer , Cheers Beverage Magazine


President's Recognition Award - Iowa Competitive Price Monitoring, Anheuser-Busc
h Inc
Best New Brand Introduction - Michelob Ultra, IRI
Chairman, Field Manager's Roundtable, Anheuser-Busch Inc

EDUCATIONAL DISTINCTIONS

MBA in Management - Webster University, St. Louis, Missouri


* Subsidized by Anheuser-Busch, while working full-time
BSBA in Marketing - Western New England College, Springfield, Massachusetts
* Magna Cum Laude Graduate, Dean's List - eight consecutive semesters
* Sales and Sales Management Recognition Award
* Co-Captain of Varsity Ski Team ... and worked 5 jobs, 4 concurrently

AFFILIATIONS

Excecutive Member, Board of Directors of BreakDown STL - Current


Trustee of Crystal Tree Corners Subdivision - 2003-Current
Active member of St. Catherine's Men's Club - 2001-Current
Coach of 8th Grade Boys Indoor Soccer Team - Current

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