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EXECUTIVE LEADERSHIP
Rocco Sima
Chief Executive Officer
Rocco began his career in the grass roots of it all working for a small beer distributor in Las Cruces, NM. Fresh out of college, he started as a merchandiser going store to store ensuring his product was front and center for all customers to see. The owners realized his potential and promoted him instantly to area sales manager of the C-Store Channel back in 1998. He left in 1999 and moved to Arizona to head up the on-premise department for a major Beer Wholesaler and eventually getting placed within a supplier role in just 2 years. After years of working for corporate America, he wanted to give more and do more for brands.
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Fast forward to 2009 as he opened up Maxx Brands LTD based out of Houston Texas. Now with over $20 million in Brand Management of Responsibility and a team of 7 strong individuals, Rocco stops at nothing to ensure perfection happens from start to finish.
Luis Beltre
Chief Commercial Officer
Luis began his career in the wine and spirits industry in 1994 working in the original Mamajuana Distillery in Santo Domingo. In 2000, he joined forces with his brother to become the largest small batch aged rum distillery in the Dominican Republic which eventually was purchased by Brugal in 2009. Luis then ventured out on his home to replicate the original Mamajuana formula and build Mas Spirits within the United States. After 8 successful years, he turned over the company to the rest of his company to his private investors and started Veleiro Group. Today Ron Veleiro Rums are distributed Globally from Spain to Russia and all-around East Asia and Africa.
Marco Reyes
Chief Operating Officer
Marco has over 20 years of experience in the hospitality industry, the most recent 10 years as the head of Marriott Event Management and prior to that, serving as the F&B Cost Manager for a major cruise line. Marco grew up in a small town in Colorado and graduated from Colorado State. Upon graduation he moved to Florida to work in the Cruise Industry. After 9 years, he was offered an Executive role with the Marriott team and relocated just outside of Houston Texas. Marco brings flare inside the office and his amazing finance and logistics operations management to the Maxx Brands team.
SALES & MARKETING TEAM
Susan Stevens-Ramos
Vice President - Control States
Susan began her career in the Non-Alcoholic space in early 2000 managing a team of 9 sales reps and route merchandisers in California for a Snapple wholesaler focusing strictly on Non-Alc products carried by the wholesaler. She ventured into the Restaurant arena after 5 years and managed a 3-unit restaurant chain for a small family that grew to 11 locations over time. Susan left the restaurant business 2013 to become the VP of Sales for a small winery on the west coast. Today, she heads up Maxx Brands LTD Control States and Emerging Markets business and wants to implement biodegradable consumption habits in the on premise. Lucky for Susan, Max Brands represents a major biodegradable products company throughout the world!
Victor Espina
Trade Marketing Manager
A recent MBA recipient, Victor hales to us from New York City where he grew up working for his parents Bodega. After school he remembers sweeping the store in return for a Pepsi and a Twinkie. Victor is fairly new to the team as he just joined in Spring of 2022 to head up our Trade Marketing Department. Victor is eager to develop Point of Sale for our existing brands and also develop a wine education program for the trade. Victor is a big fan of Premier League Football and loves watching Chelsea play during the league times.
Charles Hoffman
International Vice President
Charles represents a long history in the beverage industry from Budweiser in his earlier years to the head of Coors Brewing Exports. He spent his College years working in hotels and restaurants. Charles's extensive knowledge of on-premise operations along with his results-oriented retail sales execution strategies make him an asset to brands looking to gain traction in the marketplace. Charles is a graduate of University of Georgia Management and currently resides in his home state of Georgia-Go Dawgs!
FINANCE, OPERATIONS, AND COMPLIANCE
Director of Operations
(Open Position)