William B. Portillo is the Director of Sales, Northwest for Tampico Beverages Inc, a leading global manufacturer of juice drinks, headquartered in Chicago IL, and sold in over 50 countries for over 25 years. He is responsible for developing strategic direction, as well as annual planning and budgeting to achieve business objectives within Northern California and the Pacific Northwest. He oversees sales initiatives from manufacturers, distributors and major retail chain buyers within the territory, from national to regional accounts, where he designs promotional programs that deliver growth, while analyzing volume lifts and maximizing returns on the company’s investments.
Previously, he began his career at MillerCoors where he learned retail fundamentals from the bottom up. Over his seven-year tenure and after several promotions, he went from building displays at the store level to holding various multi-cultural sales and marketing roles, including Hispanic Sales Manager of San Diego and Las Vegas. In that role, he managed a team of sales representatives, and worked in collaboration with distributors’ upper management for planning, budgeting, and execution of Hispanic initiatives. He also led negotiations with local media and sponsorships, as well as worked with major sports alliances such as the Chargers and Padres in San Diego, and casino partnerships such as the Palms in Las Vegas, to customize programming, generate excitement, and maximize the company’s ROI and brand exposure.
During his undergraduate years, William was a student leader as he was the Founder and First President of the Latino Student Business Association at California State University, Dominguez Hills. Subsequently, he became President of the United Latino Students Association, which was a council of numerous collegiate organizations that spread throughout California. He holds a Bachelor of Science in Business Administration with an emphasis in Management from California State University, Dominguez Hills.