Mark Federighi
A transformative leader in the Consumer Goods Industry
With over two decades of experience, Mark excels in driving organizational growth and innovation through a sharp focus on delivering tangible results. He leverages his deep understanding of market trends and operational efficiency to spearhead initiatives that consistently exceed performance targets. His strategic vision ensures his organizations stay ahead of industry shifts, achieving measurable share improvements in market presence and financial performance.
A natural leader, Mark is zealous about building high-performing teams and cultivating a positive organizational culture. He believes that a strong team dynamic and culture are the cornerstone of any successful enterprise. Throughout his career, he has fostered environments where collaboration, innovation, and accountability thrive, leading to sustained success and employee satisfaction. His ability to inspire and guide teams has been instrumental in executing complex projects and launching groundbreaking products.
Mark’s career is distinguished by impactful senior management, advisory, and consultancy roles within the consumer goods sector. He has led high-profile product launches that set new industry benchmarks, optimized supply chains for enhanced efficiency and cost-effectiveness, managed complex projects, and organizational turnarounds, delivering substantial business outcomes. His relentless pursuit of innovative and collaborative solutions continually pushes the boundaries of success. Additionally, Mark has been a key player in evaluating companies for M&A activity, overseeing the acquisition and seamless integration of new companies into existing organizations, further enhancing operational synergy and market growth.
Outside of his professional achievements, Mark’s adventurous spirit shines through in his love for outdoor activities. Whether enjoying tranquil moments on the lake, embracing the challenges of competitive swimming, or pushing his limits on a bicycle, his active lifestyle reflects his belief in the synergy between personal well-being and professional success. Above all, Mark cherishes the time spent with his wife of 25 years and their two children, whose support and love are the cornerstones of his life.
Mark W. Federighi is a results-driven leader whose blend of strategic acumen, team-building expertise, and vibrant personal passions positions him as a pivotal force in the consumer goods industry. His visionary leadership, commitment to cultivating strong organizational cultures, and unwavering drive to deliver exceptional value continue to shape the future of the sector.
Amanda Hawk
Fractional CMO, Global Strategy Advisor & Executive Coach
Amanda Hawk is a 25-year veteran of the beverage alcohol industry, with brand-building experience across multiple categories, including still and sparkling wines, spirits and beer. Her corporate experience includes senior-level marketing roles for Moët Hennessy, Heineken and Bacardi, as well as the California wine industry. She has overseen brand positioning and commercial development for industry icons such as Hennessy cognac, Moët & Chandon champagne, Amstel Light, Dewar’s Scotch Whisky, Cazadores and Corzo Tequilas, Bacardi aged rums, and Laetitia and Barnwood Vineyard wines. Amanda now leverages her experience as a private consultant and executive coach for established brands as well as startups across all categories of the beverage industry.
Amanda is particularly passionate about global commerce and international brand growth, and loves nothing more than putting that passion to work for her clients. Her career has taken her around the world, from 15 years in the US beverage market to 10+ years Paris, where she developed successful brand campaigns and activation strategies for top beverage markets across Europe, Africa and Southeast Asia. Her international experience helps clients ensure that their growth strategies, be they global or domestic, are cohesive, differentiated, and able to bridge cultural and linguistic divides.
Amanda speaks four languages and holds degrees in cross-cultural communications and international business management. A published writer and frequent public speaker, she has made appearances on national and local television and radio networks throughout the U.S. to discuss strategy and activation for beverage brands. Amanda is also a frequent lecturer at academic institutions that focus on international brand management and luxury brand building. She remains an active member of professional and academic associations, including the Guild of Sommeliers; the Beta Gamma Sigma society for foreign language study; the Brown University Club of France, where she is an active board member; and the International Coaching Federation (ICF).
Allison Kehoe
Sales and Marketing Manager/ Client Relations
I’m thrilled to join the elite team at Pour Proof, bringing over 25 years of BevAlc experience with a primary focus in Luxury Wine and Spirits brands. I bring a strong track record of Brand growth, managing Brand execution in market, National Account responsibility and large scale event planning and execution.
Services include:
- Field Sales Team leadership and mentorship
- POS solutions
- Panel and sales data transitioned into actionable brand growth and awareness
- Innovation and new product launches
- New brand integrations with internal and external distribution
- Distributor and strategic partner management
Elevating brand activation through all channels of trade with a strong foundation of collective experience.benefiting all Pour Proof esteemed clients.
Rob Wagner
Fractional Sales & Strategy Executive | Alcohol Beverage Industry Specialist
Rob Wagner is a fractional sales and strategy executive with a strong track record of driving revenue growth, market expansion, and organizational transformation across the beverage alcohol industry. With a reputation for delivering measurable impact, Rob brings a high-performance mindset to clients looking for seasoned leadership without long-term commitments.
Rob is an accomplished leader with over 30 years in the beverage distribution industry. He has served as the Vice President of Supplier Business Development at Republic National Distributing Company and held several Senior Vice President of Sales roles at Young’s Market Company, where he oversaw and directed National Accounts, the General Market, and Estates Group fine wine teams. With experience leading cross-functional teams across 28 states and managing portfolios exceeding $200 million, Rob has worked with prominent clients in a business development role, including William Grant & Sons, Santa Margherita USA, Vina Concha y Toro USA, and Hess Persson. He has successfully built and mentored sales teams of over 200 headcount in the competitive California market, reversing market share declines and driving double-digit revenue and profit growth through data-driven strategies.
Rob specializes in:
- Fractional Commercial Leadership: Offering executive-level strategy, team guidance, and process optimization without the need for full-time headcount.
- Go-to-Market Acceleration: Helping brands—especially in wine, spirits, and emerging non-alc segments—launch and scale quickly with precise retail and distribution strategies.
- Data-Led Sales Optimization: Translating complex data (IRI, Nielsen, Diver, AI tools) into actionable insights that drive sales, improve margins, and reduce inefficiencies.
- Strategic Partnerships & National Accounts: Successfully led HQ calls and built long-term partnerships with Albertsons, Pavilions, Ralphs, Stater Brothers, Whole Foods, Trader Joe’s, Sprouts, and other national retailers.
- Post-Merger Integration: Drove $20MM in growth through supplier alignment and strategic resets following industry consolidations.
Whether you need an interim commercial lead, support with brand entry, or someone to help stabilize and grow your sales pipeline, Rob’s hands-on experience, analytical expertise, and team-first mentality deliver results.
Doug Altmeyer
Fractional CMO
Doug Altmeyer is a seasoned brand/trade marketer with added commercial experience in global, national and regional roles. These include global leadership of 19 Crimes at Treasury Wine Estates, Marketing lead at Copper Canes Wines & Spirits, Trade Marketing Regional lead at Anheuser-Busch and Pernod Ricard spirits and commercial lead at LVMH and Bulmer’s USA. Having launched and built brands to +5MM cases and award-winning Marketing programs (first AR wine experience) he knows how to align marketing and sales strategies and tactics to drive revenue growth and build brand at large, medium and small organizations.
Services include and not limited to:
- Marketing team leadership and partner management.
- Go-to-market planning & product launches.
- Strategic partnerships and in market retail and consumer activation.
- Distributor and retail partnership and programming.
- Sponsorship/partnership activations with 3rd party partners.
- Brand strategy & positioning.
- Customer experience & journey design.
- Data analytics, performance reporting & competitive analysis.
- Demand generation & lead-nurturing programs.
- Digital marketing & social media.
- Marketing automation & CRM optimization.
- Stakeholder & executive communication.
- Strategic budgeting & resource allocation.
Doug would be happy to share his experiences in launching 19 Crimes and growing to 5 million cases in a truly unique, collaborative and “different” manner through the line.
Courtney Godoy
Consumer & Shopper Insights Expert
Courtney Godoy is a consumer and shopper insights strategist with more than 20+ years of experience helping brands move from information to insight to action. Courtney unites research, data, and strategy to help teams understand consumers, define opportunities, and build insight stories that guide decisions across Marketing, Sales and C-Suite. She works with companies at every stage of the data journey, whether they lack data and need clarity to move forward, or have too much data and need focus before the next phase of growth, using her five-step framework: Information → Analysis → Synthesis → Insight → Action.
Services include:
- Consumer & Shopper Insight Development
- Research Design & Synthesis
- Strategic Storytelling & Sell-In
- Market & Category Intelligence
- Trends & Occasion Thought Leadership
- Insights Capability Building and Training
At Moët Hennessy, Hershey, Chiquita, and Campbell’s, Courtney led initiatives that strengthened brand desirability, sharpened messaging, and built new insights capabilities. Her work has helped global teams focus their efforts, align around the consumer, and make faster, smarter decisions.
Paul J Carnazola
Passionate and Professional Brand Builder-West
- Over 30 years of experience in the CPG and Adult Beverage industries.
- Expertise in brand development, consumer engagement, and market expansion.
- Versatile experience across trade channels, including on- and off-premise markets.
- Entrepreneurial background with a strong foundation in marketing strategy.
- Agency sales promotion experience, event marketing, and cross-merchandising initiatives.
- Proven ability to craft compelling sales narratives and drive impactful promotional campaigns.
- Developed and executed trade marketing strategies, digital promotions, and strategic storytelling.
- Forward-thinking approach to brand positioning, ensuring relevance and sustained growth.
Paul brings a forward-thinking approach that seamlessly blends deep industry expertise with an agile, entrepreneurial mindset—enabling brands to stay relevant, competitive, and positioned for long-term success. His ability to anticipate market shifts and embrace emerging trends allows him to craft strategies that not only meet today’s demands but also set the stage for future growth. With a strong passion for innovation, collaboration, and strategic brand-building, Paul continues to influence and shape the evolving landscape of marketing and consumer engagement.
Joel A. Magad, CSW
Passionate and Professional Brand Builder
5-year agency sales promotion experience in CPG segment:
- National, Regional and Regional overlay campaigns
- Event marketing and on-package promotions
Brands: Nestle, Coors Light, Nabisco, Haagen Dazs
23-years Wine/Spirits Sales:
- On-Premise Sales Specialist
- Fine Dinning, Casual Dining, Hotels/Resorts, Private Clubs, Country/Golf Clubs
- National/Retail Chain Retail Account Management
- Grocery, Club, Convenience, Mass Merchandisers, Military
- Distributor Management
- Goals/Depletion/Account Sold, Sales Tracking, Sales Incentive Implementation/Sales Tracking, Inventory Management, Budget Management
Presentation Versatility: General Sales Meetings, Consumer/Trade Tasting Events, Food & Wine Dinners, Staff Trainings, Headquarter Presentations, Fact Based Selling, Wine List and Shelf Set Analysis
Brands: Trinchero Napa Valley, Napa Cellars, Terra d’Oro, Sutter Home, Menage a Trois, Joel Gott, Layer Cake, Cherry Pie, Hundred Acre, Educated Guess, Gary Farrell, Sebastiani, Guenoc, Acrobat, Chalk Hill, The Four Graces, Roth Estate, Foley Johnson, Chalone Vineyards, Lancaster, Merus, Kuleto Estates, Dashwood, Banshee, Cote d’ Roses, Gerard Bertrand Heritage Series, Gerard Bertrand Prestige, Sinegal Estate (Napa), Details (Sonoma), Tooth & Nail Squad Series, Audubon Series, Destinata and Amor Fati
Distributor Partners/Market Management: YMCO (CA), Lovotti Bros. (CA), SGWS (IL, IN, KY, MN, NE, IA, OH, MO, KS), Greal Lakes W&S (MI), Maverick (IL), BBG (WI, IL, MN), Johnson Bros. (MN, WI, IA, SD, ND), Badger (WI), Heidelberg/Wine Trends (OH,KY), A. Bommarito (MO)
Baker Ballew
Fractional Sales & Commercial Strategy Executive | Beverage Alcohol & CPG Growth Architect
Baker is a seasoned commercial leader with deep expertise in building high-performance teams, revitalizing go-to-market systems and accelerating growth for complex beverage portfolios. He brings a pragmatic yet forward-thinking approach to organizations navigating change, working at the intersection of strategy, structure, and execution to drive measurable results.
As a former Vice President of Sales at Southern Glazer’s, Baker was hand-picked to lead a turnaround of Texas On-Premise, one of the company’s most challenged business units—responsible for over $250M in revenue and two of the industry’s most prestigious supplier portfolios: Diageo and Moët Hennessy. Under his leadership, the division went from bottom-quartile performance to one of the top-performing markets in the country. The transformation included a full commercial reset: new field structure, reengineered compensation plans, revamped customer segmentation, and tighter supplier integration—all of which delivered durable share gains and organizational momentum.
Baker’s sweet spot is simplifying commercial complexity. He’s known for:
- Growth Planning & Sales Acceleration – Strategic architect of revenue plans that align talent, resources, and execution for outsized impact across channels.
- Team Building & Cultural Transformation – Builder of resilient, accountable, high-trust teams that thrive in fast-paced, performance-driven environments.
- Supplier Strategy & Portfolio Integration – Expert in managing joint business planning, optimizing promotional spend, and driving alignment with brand owners.
- Field Execution & GTM Optimization – Leader of boots-on-the-ground change, from structural redesign to capability-building and frontline training.
Whether stepping in as a senior advisor or interim commercial lead, Baker brings focus, energy, and a track record of unlocking results when the stakes are high.
Dave Bridgman, CSS, CSW
West Region Expert, Brand Builder and Distributor Manager
27-years Beverage Alcohol Sales
- On-Premise Sales Specialist
- Fine Dinning, Casual Dining, Hotels/Resorts, Private Clubs, Country/Golf Clubs
- National/Retail Chain Retail Account Management
- Grocery, Club, Convenience, Mass Merchandisers, Military
- Off-Premise Sales Specialist
- Regional Accounts, Key Independents, C-Stores, Wine Clubs, Liquor Stores and Local Convenience
- Distributor Management
- Pricing, Programming (Goals/Depletion/Account Sold/Sales Incentives), Sales Tracking, Inventory Management, Budget Management
Areas of Specialization:
Distributor Management, Budget Creation and Management, Pricing, Programing, Sales Training, Chain management and presentations, Off-Premise Sales, On-Premise Sales, Extensive Hotel knowledge, Spirits Education (focus on Craft/Artisan), Wine Education, Sales Presentations, Improving Processes and Organization
Brands: St. George Spirits, Nikka Whiskey, Del Maguey Mezcal Single Village, Luxardo Maraschino Cherries, Luxardo Liquors, Kavalan Whisky, Siete Leguas Tequila, Glenfarclas Whisky, Pueblo Viejo Tequila, Rey Sol Tequila, San Matias Gran Reserva Tequila, Corazon Tequila, Barsol Pisco, Dingle Whiskey, Dingle Gin, Gran Gala Orange Liquor, Margaritaville Tequilas and RTDs, Hardy Brandy, Hine Cognac, Redwood Empire Whiskey, Benhams’s Gin, Bols Genever and FIJI Water
Distributor Partners/Market Management: SGWS (CA, NV, AZ, WA, CO, NM, HI, UT, AK, WY, ID, MT), RNDC (CA, CO, AZ, WA, OR, HI) Breakthru Beverage (CA, NV and AZ), Johnson Bros. (NV and HI), American Northwest (WA and OR) Vin Sauvage (NV)
Lillian Kemp
Fractional Marketing & Operations
Lillian Kemp is a seasoned marketing strategist with over 15 years of experience driving brand growth and consumer engagement for luxury, lifestyle, and hospitality brands. She has led impactful initiatives for high-profile names like Moët Hennessy and Armand de Brignac, crafting data-driven campaigns, go-to-market strategies, and integrated activations that elevate brand presence and performance. As a former Regional Brand Manager at MH and agency leader, Lillian blends data, creativity, and strategic vision to inspire action and elevate brand experiences.
Services include:
- Integrated Marketing Strategy
- Go-To-Market Planning
- Brand Consulting & Positioning
- Event Activation & Sponsorship Management
- Digital Marketing & CRM Strategy
- Marketing Operations & Team Leadership
- Trade & Field Marketing Programs
- Innovation & Product Development Support
- Thought Leadership & Strategic Advisory Project Management
Lillian is a creative force in modern marketing, known for transforming brand potential into powerful consumer connections. With a track record spanning global campaigns and high-impact consulting, she brings clarity, innovation, and leadership to every project she touches.
Anna Comstra
Commercial Finance & Business Intelligence
With over a decade of experience in finance and analytics, Anna Comstra is passionate about turning data into strategy, building innovative tools and processes, and empowering teams to drive measurable growth. A results driven leader in the beverage alcohol industry, Anna has excelled in roles spanning Sales Finance, Marketplace and Data Intelligence, Corporate Ventures—where she supported a portfolio of 15 venture brands across Wine, Spirits, and Non-Alc, and Emerging Brands with a focus on the fast-growing RTD space.
Services include:
- Data Analytics for actionable solutions
- Performance Tracking / KPI Development
- Design & Delivery of Reporting Solutions
- Competitive Analytics / Go-to-market planning
- Sales / Supply & Demand Forecasting
- Annual Business Planning
- Platform & Syndicated Data Proficiency: Circana, Nielsen, Numerator, IWSR, VIP, SipSource, SGWS Sales Nav
- Technical Toolkit: MicroStrategy, Power BI, Excel, PowerPoint, Anaplan, Hyperion, ThinkCell
Known for her collaborative leadership and commitment to innovation, Anna leverages data for competitive advantage, turning intelligence into action and strategy into results.
Michel Gadbois
Finance Expert
- Over 30 years of in the alcohol beverage industry.
- Experience working for Suppliers and Distributors including start ups.
- Financial leader driven by commercial instincts and strategic vision in order to build sustainable financial models.
- Experience in eleven Western US markets focusing on California for Allied Domecq, Pernod Ricard, Moet Hennessy and RNDC.
- Skilled in balancing risk management with the needs of the business.
Michel is committed to helping your finance team, with integrity, fostering a culture of accountability while delivering shareholder value. Michel can help manage your financial operations including, budgeting and planning, reporting and analysis as well as risk management. Michel can also advise of financial strategy, cash flow and distributor pricing.