Andrew Fraser
Senior Business Development Manager @Coldhaus Direct
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WORK HISTORY
Senior Business Development Manager @Coldhaus Direct
CA
Own regional and national commercial execution for RTD beverage and CPG brands, focusing on Walmart performance, distributor compliance, and speed-to-market across Canada- Serve as execution subject-matter expert for Walmart Canada, coaching District Managers and field teams on process, objection handling, and in-store execution standards to drive consistent national performance- Support high-velocity RTD brand launches (Prime Hydration, Alani Nu, Poppi, MAS+), contributing to ~80% national execution within 14 days and full execution within 30 days- Engage store and department leadership during launches to align processes, reduce friction, and enable smooth rollout, codifying learnings into repeatable execution playbooks- Manage Ontario’s independent wholesale beverage channel, driving incremental volume across a multi-brand portfolio through strategic selling and relationship management- Lead Jack Link’s Canada National business unit, overseeing execution through 13 Ontario sub-distributors and supporting a 35-partner national network. Achieved 55 million in sales for 2025- Enforce brand standards and promotional compliance without direct ownership by aligning distributors to national programs and demonstrating sales upside- Own retailer escalations for Jack Link’s, resolving weekly issues end-to-end and closing the loop with retail partners- Identify, onboard, and transition sub-distributors as required, including turning around underperforming markets through distributor realignment and execution reset- Develop and deploy sales playbooks, SOPs, and training programs for large format and convenience channels; cascade training through district leadership to field teams- Partner with Director and VP of Sales to provide field-level insight, mitigating risk and improving rollout effectiveness
EDUCATION
Georgian College
Police Foundations
Carleton University
Bachelor of Arts (BA)
ABOUT ANDREW FRASER
Regional commercial execution leader with 12+ years in the RTD beverage and CPG industry, specializing in Walmart execution, DSD performance, and distributor-led route-to-market models across Canada.I’ve supported and scaled high-growth beverage brands including Prime Hydration, Alani Nu, Poppi, MAS+, BioSteel and Red Bull, working closely with senior sales leadership to translate national account strategy into consistent, best-in-class execution at retail.My strength lies in bridging strategy and execution - coaching field teams and regional leaders on how to win in Walmart, accelerate speed-to-market, and operate effectively within complex distributor and sub-distributor networks. I’m frequently relied upon to resolve retailer escalations, standardize execution, and drive compliance without direct ownership.Career highlights include- Leading a Red Bull district to top company performance, achieving consistent 3–5% annual growth and best-in-class Walmart results- Supporting national RTD launches with ~80% execution in 14 days and full execution within 30 days- Enabling first-to-market Walmart self-checkout cooler placements and hundreds of unpaid off-shelf displays through field execution leadership- Managing Ontario’s independent wholesale beverage channel, driving incremental volume across a multi-brand portfolio- Leading the Jack Link’s Canada business unit, managing 13 Ontario sub-distributors and supporting a 35-partner national network, including distributor turnarounds and escalation resolutionI’ve progressed from Sales Representative to Senior Business Development Manager, combining hands-on regional leadership with scalable training programs and SOPs that continue to shape execution standards across teams today.
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