MBA — University of Chicago, Booth
18+ years in Beverage Alcohol & CPG commercial strategy
Based in Sonoma County, CA
Consulting & Fractional

Ways to bring order to the commercial side of the business.

Engagements run as fixed-fee projects, fractional retainers, or advisory hours — scoped to what the work actually needs.

01
Commercial Plan Architecture & Execution
The commercial planning process itself — templates, cadence, and regional growth builds — designed and, where useful, led through the actual planning cycle. Scoped as design only, full execution, or design now with execution added later.
Project
02
Commercial Planning Tools
AI-enabled tools that standardize annual and joint business planning — replacing the disjointed, disconnected spreadsheets and emails suppliers and distributors still rely on today.
Covers budgeting, local market funds (LMF), commercial program alignment, planning calendars, sales incentives and quotas, and ROI analysis to drive investment to its best uses.
Project
03
Route-to-Market Strategy & Distributor Contracting
Route-to-market design, distributor selection, and contract negotiation — grounded in a firm-but-fair approach that will fortify collaborative partnerships. Contracts built to drive sustainable, profitable growth on both sides.
Fluent in state alcohol beverage law, including franchise states and control-state dynamics.
Project
04
Distributor Management & Operations
Best-in-class systems for running the distributor relationship, from either side of it. For suppliers: Quarterly Business Review and Top-to-Top cadence and templates, distributor incentive design, and contract management tools and processes (where a formal contract is in place). For distributors: sharper commercial operations, including supplier portfolio and scorecard management, sales team productivity and incentives, planning and forecasting cadence, and the supplier-facing reporting that makes you the partner suppliers want to grow with.
Built from years on the supplier side of the table, so I know what suppliers expect of their distributors.
Project
05
Portfolio Strategy & Business Development
Consumer and market research to assess portfolio gaps or misalignment, defining the right portfolio to meet business strategy and long-term growth objectives, and identifying the partnerships, M&A targets, and category extensions worth pursuing — backed by hands-on due diligence.
Project
06
Stage-Gate Design & Commercialization
Stage-gate design — cadence, templates, and decision tracks built to streamline time to market — through to commercialization, with dashboards to track what's actually working post-launch.
Project
07
Sales Enablement & Org Design
Structuring the commercial team itself: operating model and organizational design, sales KPI and incentive program design, and enablement cadence that holds up as you scale.
Project
08
Fractional Commercial Leadership
Embedded alongside a CEO or CCO to run point on commercial strategy — the Chief of Staff role, without the full-time hire. Leading cross-functional strategic initiatives, developing Board of Directors proposals and reports, and serving as a trusted strategic advisor.
Retainer
For Private Equity & Deal Teams

Commercial diligence and value creation from an operator who has built acquisition cases and operated inside PE ownership.

Blade Advisory can unearth opportunities and risks based on assessment of underlying data by SKU and account.

01
Commercial Red-Flag Review
5 business days · fixed fee · pre-LOI or confirmatory
What it tests: depletions vs. shipments and distributor inventory; distributor health, terms, and change-of-control risk; retailer and account concentration (Costco, Kroger, Total Wine, etc.); price, promo, and mix dependence; credibility of the growth plan.
You get: a 6–8 page memo with red/amber/green ratings, a management question list for your next session, and a 60-minute readout with the deal team.
Diligence · Pre-LOI or Confirmatory
02
Post-Close Commercial Sprint
3–4 weeks · fixed fee · for portfolio companies
What it tests: joint business plans with top retail accounts; distributor scorecards, priorities, and terms; commercial operating cadence — forecast, KPIs, reviews; where the first 100 days of growth should come from.
You get: a 100-day commercial plan the management team owns, distributor and key-account scorecards, and a board-ready summary of risks and upside.
Portfolio Company · First 100 Days
Fixed fee quoted up front — no surprise hours. Standard NDA. Work is done only from data you or the target provide; prior employers' confidential information is never used. Usually underway within a week of the call.
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How We Work

A simple, low-friction path from first conversation to results.

1
Introductory Call
A short conversation about where things stand and what's needed.
2
Scope, Proposal & Signed Engagement
A clear statement of work — deliverables, timeline, and fees.
3
Discovery
A brief process of information gathering.
4
Execution & Results
Regular check-ins, clear deliverables, and a plan that's built to run.
Why Blade Advisory

The principles behind the practice.

01
Honesty
Fact-based advice, critically assessed — not just what's easiest to hear. Solutions built on what the data actually shows.
02
Partnership
Partnerships that are mutually beneficial and drive growth on both sides, whether that's how I work with clients or how distributor and supplier relationships get built.
03
Efficient, Effective Systems
Tools and processes built to do the right work — not just any work — in service of strong brands built for the long term.
Background

18 years inside Beverage Alcohol & CPG.

Alexis Perry

I'm a senior Sales and Commercial Strategy executive who works at the intersection of insight and execution — building and leading strategy functions that turn GTM design, commercial planning, and cross-functional alignment into sustainable revenue growth.

My background spans standing up enterprise sales strategy and enablement functions during periods of major organizational transformation, leading GTM transformations and multi-country commercial teams, contributing to acquisitions totaling over a billion dollars, and leading distributor strategy and high-stakes distributor negotiations from the supplier side — a vantage point that also informs how I help distributors strengthen their own operations and supplier partnerships. The result is a reputation for negotiation acumen and for translating complex market dynamics into clear, actionable commercial strategy.

I've built sales strategy functions from the ground up in ambiguous, fast-moving environments, and led strategy engagements for Fortune Global 500 companies across consumer goods, retail, technology, and non-profit sectors.

I live in Sonoma County, California, and outside of client work you'll find me hiking, paddleboarding, or practicing aerial acrobatics.

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Ready to bring the plan back into one place?

A 30-minute conversation is enough to know if it's a fit.

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Let's talk about what your commercial plan is missing.