Velotta & Co. Strategic Advisory

Win at Retail. Build the Team to Sustain It.

Helping beverage and CPG companies turn retail opportunities into growth.

Winning at retail takes more than getting your product on the shelf.

It takes understanding how buyers think, creating a winning strategy that works for the customer, equipping your sales team to execute, and turning distribution into meaningful and sustainable growth.

That’s where Velotta & Co. comes in.

I help beverage and CPG companies navigate the path from strategy to execution, with practical experience from retailer, supplier, distributor management and sales leadership perspective. Growth today requires more than execution – it requires clarity, connection and strategy.

Why Velotta & Co.?

I’ve been on both sides of the table.

One of the biggest advantages I bring to clients is perspective. Leading one of the largest wine retailers in the States to leading chain and distributor field sales at Top 10 suppliers, I’ve developed customer and retail strategies and helped teams turn those strategies into action.

I understand the retailer, I understand the supplier, I understand the distributor, and I understand the sales organization.

These varying perspectives allow for identifying opportunities and what needs to happen to move the business forward.

Where Are You Trying To Go?

Help me win at retail.

You have a great product, but getting the attention of the right buyer and earning meaningful placement is proving difficult.

I help you navigate the retail journey. How to use data to tell the story. How to pitch. How to make the most of earned placement by speaking to the customer, improving the velocity and expanding sales and distribution.

From retail strategy and customer development to buyer presentations and account management and growth, I help you understand what matters to the customer and build a plan to win.

Help me turn distribution into growth.

Getting distribution on shelf or a program is only the beginning. The work starts here. If velocity is an opportunity, expansion has stalled or you are concerned about losing placement, we dive in deep to understand the customer, category, account and execution opportunities to deliver performance.

How to you become a brand your distributors prioritize? I help organizations improve alignment across all tiers of business and understand how to give sales teams the tools, directions and accountability needed to turn relationships into meaningful market execution.

Help me build a sales organization that delivers.

Growth changes what a sales organization needs. I help companies strengthen the building blocks of commercial performance. Structure, leadership, capabilities, coaching, consistency and execution.

Help my team understand the customer.

Your sales team knows your product insight and out.

But do they understand what makes a retailer say yes?

I help sales organizations see the business through the customer’s eyes and translate that perspective into stronger selling. Through workshops, coaching, speaking events and team development, I help connect customer insight to strategy and strategy to execution.