Amanda Becklin Newell

About Amanda Becklin Newell

I am a National Account Retail Chain Sales Manager with 13+ years of sales and marketing experience across beer, wine, and spirits, specializing in distributor management, brand evolution, and retail execution at scale.Throughout my career, I’ve focused on connecting brands with consumers on a more personal, human level. Growth doesn’t come from noise, it comes from relevance. My expertise includes pricing strategy, inventory management, program execution, brand development, and driving sustainable volume growth through territory expansion and strong chain partnerships.I manage national and regional accounts with experience in several chains including Publix, Southeastern Grocers, ABC Fine Wine & Spirits, Walgreens, Sam’s Club, Trader Joe’s, The Fresh Market, Ingles, Harris Teeter, and BJs. Alongside my professional work, I am deeply interested in the intersection of storytelling, leadership, and resilience - particularly how personal experiences like loss and change shape the way people lead, communicate, and perform. This perspective led me to write my first children’s book to help me process grief and share the love of welcoming a dog into one\'s family. My lived experiences continue to shape my work developing talks and conversations around rebuilding, clarity, and human-centered leadership.I am known as an effective, grounded leader with strong interpersonal skills and an articulate presentation style in both individual and group settings. Whether building brands, leading teams, or speaking to audiences, my approach centers on clarity, empathy, and impact.

Experience

1. Director of Sales, National Accounts - East

   Brandevolution-Llc

   May 2024 — Present · US

   Manage retail chain accounts to maximize our supplier partners sales goals.• Develop and maintain strong working relationships with assigned chain account buyers.• Work in alignment and inspiring distributor teams to over-deliver chain sales activities and program execution/compliance.• Business planning for the short, mid, and long term. • Strategic analysis to identify opportunity gaps and develop trade marketing programs to maintain/expand points of distribution.• Consistently track our suppliers as well as competitive programming, depletion/scan data and market trends with a proactive approach in advising clients on best practices and ways to win.• Consistently engage with our supplier partners marketing teams to drive result oriented and value-added programming concepts.• Monthly business reviews, analysis (depletion/scan data) and planning sessions with our supplier partners and distributor teams.• Monitor and assist in inventory management. • Allocate and assist in managing POS materials and case allocations effectively.

Education

• Western Michigan University

  Bachelor of Arts, Spanish and Business

  2006 — 2009