Beverage Industry Leadership
Mullaly, LLC

Experience

Mullaly, LLC has over two decades+ of deep industry experience to offer your organization

Flying Embers | Implementation Consultant (2022 – 2023)

  • Led supply chain migration from Orchestra SAP to Encompass Cloud Platform
  • Coordinated and managed the launch of the Distributor Ordering Portal across national distributor network
  • Provided guidance, leadership and project management experience to an expanding organization experiencing rapid growth
  • Worked directly with Vice President of Operations to help identify strategic initiatives to improve operational efficiencies by leveraging technology

New Belgium Brewing Company | Master Data Management (2022 – 2023)

  • Assessed NBB’s feasibility to integrate their Product Catalog with leading eCommerce platforms through automated methods
  • Evaluated current marketplace landscape for opportunities to strengthen product visibility
  • Developed plan for new internal and external data integrations along with building new workflow processes for images and digital assets, including recent brand acquisitions
  • Contacted and built relationships with eCommerce platforms for collaboration development and custom data connections

Encompass Technologies | R&D Program Director (2021 – 2023)

  • Responsible for the development and oversight of new alcohol industry products PayLink, Retail Insights, Distributor Reporting and other Brewery-specific initiatives
  • Led Full Program Teams consisting of Product Development, Onboarding, Implementation, Support, Sales and Marketing
  • Guided the Go-to-Market strategies along with fostering and building customer and partner relationships
  • Led transition of Orchestra Software acquisition and migration from SAP-based to Encompass-based software
  • Worked with customers, developers and support teams to build migration Project Plan for successful transistion

Gordon Biersch Brewing Company | Supply Chain Director (2020 – 2021)

  • Restructured 2nd largest contract brewer in the nation. Developed relationships and increased growth for all major contract brewing partners
  • Procured over 30 million cans from Ball Hawaii, Ball Arizona and other sources in China, Korea and Taiwan during global pandemic amidst supply chain shortages
  • Designed and collaborated with Head Brewer and Director of Plant Operations to develop new efficiencies and brewery operations
  • Coordinated all movement of source materials from various suppliers
  • Power user of Orchestra Software

BeerBoard eCommerce Director (2019 – 2021)

  • Created and led Strategic Planning with Buffalo Wild Wings to become the first On-Premise retailer in the country to utilize EDI
  • Brought on to develop EDI department, integrate protocols with SmartBar software system and coordinate onboarding policies and procedures for distributors
  • Worked with initial 34 Chicago-area distributors and major manufacturers for the pilot program
  • Successful BWW pilot launch led to national contracts with Hooters and Twin Peaks
  • Oversaw expansion into various national markets such as Florida and Texas
  • Established EDI partnerships with beer, liquor and wine distributors

The New Brewer | Brewers Association (2018)

eCommerce Presentation | NBWA Convention (2018)

  • Presented an overview of today’s eCommerce environment for distributors
  • Included Best Practices and steps to take in the future to improve efficiencies and achieve economies of scale

NBWA | Master Product Catalog Project (2017 – 2020)

  • Hired by consortium of brewers via an intermediary of Brewers Association and Beer Institute to lead a Feasibility Study
  • First phase was to present the concept to 16 of the top national retailers, measure their interest and begin an ongoing dialogue regarding a unified Master Product Database for beer provided and owned by the brewers
  • Second phase was added to conduct an RFI and RFP to hire a software company to build, develop and maintain the Master Product Database
  • Successfully oversaw project to completion and MPC into production

GS1 Conference | All About Direct Store Delivery (2013)

  • Presented as an industry expert on the benefits of distributors maximizing DSD standards
  • Focused on achievements at Elyxir Distributing
  • Shared case studies using specific metrics and efficiencies gained by embracing DSD
  • Spoke about the future of the beer industry and industry trends for the next three to five years

Reyes Beverage Group  (October 2012)

  • Hosted Reyes onsite at Elyxir to review and verify the Merchandising Program we developed
  • Shared Best Practices and Operational Execution Protocols
  • Attendees included:
    • Director, Sales Operations (Rosemont, IL)
    • General Manager, Gate City Beverage (San Bernardino, CA)
    • VP, Finance Southern California (Anaheim, CA)
    • Director, Merchandising Operations Southern California (Santa Ana, CA)
    • Merchandising Manager Gate City Beverage (San Bernardino, CA)

MillerCoors Merchandising Program (2012)

  • MillerCoors National Retail Chain Division produced a video of the Elyxir Merchandising Program which Mullaly, LLC helped design and develop
  • The goal of the video was to encourage the MillerCoors national distributor network, starting with the Western Region, to adopt the procedures and methodologies that Elyxir implemented to eliminate Out-of-Stocks with retailers
  • Several national distributors visited Elyxir to learn how this internally developed program operates successfully

NBWA Convention | Social Media Presentation (October 2011)

  • Explored the explosive disruption that social media had created in the marketplace and presented along with Kim Jordan (New Belgium founder) and the VP of Social Marketing at InBev
  • Conducted multiple interviews with the California ABC to determine what was legal with regards to social media
  • Contacted Elyxir’s top 20 customers to gauge current climate and interviewed various distributors across the country to learn how industry members in other states were operating in this environment

GS1 Call to Action | DEX / DSD Workgroup (October 2011)

  • Led a National Standards Workgroup to standardize the DEX delivery process
  • At the time of the group’s formation, Mullaly, LLC had already successfully DEX’d with an iPhone in production – thus making Elyxir Distributing the first distributor in the nation to DEX on a modern smartphone platform, years ahead of the rest of the DSD industry

Web Services Presentation | MillerCoors (December 2010)

  • Presented at MillerCoors HQ in Chicago to CIO, COO and VP of Sales
  • Agenda included how to leverage newly developed industry-standard REST-ful Web Services technology to implement a modern forecasting and ordering system for the MillerCoors distributor network

Trader Joe’s EDI Program | Santa Monica (2010)

  • Led Trader Joe’s corporate team in successfully developing EDI infrastructure
  • This included piloting, testing and eventually moving  EDI documents into production
  • Educated the TJ’s team on industry 3-tier standards along with different ABC laws
  • Collaborated with SPS Commerce

Supermarket News (2010)

  • After presenting with Safeway’s head of technology and eCommerce by emphasizing better integration data systems at the 2010 UConnect Conference, Mullaly, LLC encouraged Safeway to test and pilot a program so that beer distributors could DEX (Direct Exchange) invoices with Safeway
  • A few months after testing out different software codes with our vendors along with tests at Safeway’s Pleasanton lab, Elyxir Distributing became the first distributor in the nation to DEX in production with Safeway, the second largest retailer in the United States
  • Safeway Urges Greater Automation of DSD Receiving

EDI in Action – DSD Delivery | UConnect Conference (2010)

  • Presented at the UConnect Conference on best practices for distributors and better integration of data and operational systems with retailers
  • Focus was on EDI, maximizing retailer trading partner programs, synchronizing data more effectively, adopting open standards and initiating the discussion for a national, industry- wide EFT solution

  • Mullaly, LLC was recognized for leveraging Elyxir Distributing’s operations and logistics throughout the supply chain elevating them to a national, leading-edge distributor 

Legislative Price Control | X12 5010 Standards (2010)

  • Mullaly, LLC was able to lead the passing of legislation and approval by GS1 to regulate how 894/895 automated invoicing should work in the DSD environment
  • Because retailers have to accept what a beer distributor submits for pricing at the time of delivery (no negotiation is allowed by law), I was able to change the 5010 EDI standards for this G8213 subset
  • This effectively changed the standards so that retailers could no longer reject the initial invoice price at their back doors
  • This had previously been the biggest pricing challenge with national retailers when conducting EDI 894 invoices
  • Legislative Price Control Language Added

First Keg Shipped with UPC barcode  (2009)

  • Worked with Sierra Nevada and New Belgium on industry standards for draught beer
  • Kegs previously did not have UPCs registered to each container type
  • Introduced the concept into production of shipping kegs to distributors with UPCs
  • The rest of the beer industry adopted these standards shortly afterwards

Hitting the Mark | Forecasting White Paper (2009)

  • Authored a White Paper in collaboration with colleagues at Crown Imports and Andrews Distributing
  • Established Standards and Best Practices on how to create and operate an industry-wide forecasting and ordering system
  • Millions of dollars annually are saved through improved efficiencies across the supply chain
  • Hitting the Mark: Accuracy in Beer Sales Forecasting

California Data Sync Initiative | UConnect Conference (2009)

  • Presented on the need to fully automate the California ABC weekly price posting methodology
  • Every retailer in California asks for the same monthly data in different spreadsheet or online formats that take hundreds of labor hours each month to manually produce

Beverage World Magazine (2009)

  • Interview in Beverage World about the need for better operational efficiencies by leveraging technology for Electronic Data Interchange (EDI)
  • One of the benefits of the article is that it received national coverage and exposure for this need
  • Through Mullaly, LLC work on this topic, Sierra Nevada and New Belgium quickly initiated placing UPC barcodes on their kegs
  • MillerCoors, Anhueser-Busch and others followed shortly afterwards
  • Falling Barriers

GS1 US Membership | X12 Requirements Group (2009 – 2020)

  • Nominated by an Anheuser-Busch member to take over his seat and represent the beer industry within this group
  • GS1 US maintains the standards for Direct Store Delivery (DSD) in the United States
  • All major retailers and industries abide by its standards and protocols
  • Actively participated and provided information to improve the beer industry’s position within DSD

Miller Brewing ASN Program (2007)

  • Piloted initial ASN for the Miller Distributor Network
  • Shipments departed Irwindale brewery and were delivered to Watsonville
  • Fully autonomous shipping process from online ordering through fulfillment, delivery and receiving
  • The future of Supply Chain efficiencies were starting to be realized

BIECC Membership | Contributing Member (2006 – 2016)

  • Was an active member since being nominated by Miller Brewing in 2006 to join the group
  • Presented several times at the NBWA Convention on various topics
  • Led many subcommittee group projects on important topics for the beer industry
  • Demonstrated strong leadership skills among a diverse membership of brewers, distributors and software vendors

GDSN Project (2006 – 2009)

  • Global Data Synchronization Network
  • Actively participated in this multi-year project assessing the capability of GS1 (previously known as 1Sync) to aggregate national pricing and promotion data depositories across all three tiers of the beer industry
  • The results showed that national retail chains couldn’t handle the complexities involved with accounting for 50 different state pricing control systems at the time

Elyxir Distributing | VP Technology & Development (2002 – 2020)

  • Stepped down as a full-time employee of Elyxir in 2015 during initial DBI acquisition
  • Asked to remain on as a consultant to continue to run and manage their ongoing technology needs integrated with operations for sales, delivery, warehouse, merchandisers, office staff, etc.
  • Successfully led a leading-edge organization that was recognized nation-wide for leveraging technology to gain operational efficiencies and lower labor costs
  • Elyxir purchase by Reyes recognized as smoothest distributor acquisition due to Elyxir’s superior technology and strong organizational structure that was implemented over the years