SGWS Appoints Newly Created SVP, Commercial Effectiveness Role

Southern Glazer’s Wine & Spirits has promoted Rahul Sathe to the newly created role of Senior Vice President, Commercial Effectiveness.

Sathe will report directly to Brad Vassar, Executive Vice President, Chief Operating Officer.

His appointment is effective as of August 1, 2019.

In this new role, Sathe will build and manage commercial support functions and personnel essential to growing business and optimizing productivity within the broader Southern Glazer’s organization.

Working closely with the Regions, Dedicated Divisions and the State teams, Sathe will provide leadership for strategic business processes in the Southern Glazer’s “Go-to-Market” operating model — including the commercial planning process, route-to-market and inside sales strategy, and the commercial operations playbook.

Sathe will also work with external supplier and customer partners, as needed, to enhance their service model and communicate on internal Southern Glazer’s capabilities and priorities.


“Rahul is a proven leader with the Company with in-depth knowledge of commercial strategy and best practices,” says Vassar. “I am confident that in this new role, he will help further improve our sales and market execution capabilities and enhance the value we deliver to suppliers and customers.”

Sathe has served in multiple strategy roles of increasing responsibility throughout his 11 years with Southern Glazer’s. Most recently, he held the position of Vice President, Commercial Strategy for Southern Glazer’s East Region team.

Sathe began his career at Southern Glazer’s in the Corporate Strategy group, managing enterprise-wide, strategic initiatives, as well as leading and supporting other corporate projects for corporate, divisional and functional leaders such as supplier and customer relations and analytics.

Before joining Southern Glazer’s in 2008, Sathe worked in the corporate arm for a number of top-tier retail companies. He earned a Bachelor of Science from Tulane University and received an MBA from the University of Miami. He is also a graduate of Southern Glazer’s Preeminent Leadership Program, in partnership with the Harvard Business School of Executive Education.


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