Geoff Lentz
About Geoff Lentz
Geoff Lentz serves as the Director of Category Development for the West Region at Breakthru Beverage Group, a position he has held since 2020. He has significantly contributed to the beverage alcohol industry in Colorado through process development and efficient operational implementations.
Work at Breakthru Beverage Group
Geoff Lentz has held the position of Director of Category Development for the West Region at Breakthru Beverage Group since 2020. In this role, he is based in Denver, Colorado, and has contributed to the development of the category management Beverage Alcohol process in Colorado, which is recognized as the 'gold standard' in the region. Prior to his current role, he served as Director of Category Management and Merchandising at Breakthru Beverage Group from 2009 to 2020, accumulating over a decade of experience within the company.
Education and Expertise
Geoff Lentz studied at the University of Colorado, where he focused on Computer Science and Electrical Engineering. He achieved an Associate's Degree in this field, which has provided him with a strong technical foundation that supports his work in category development and management within the beverage industry.
Background
Before his current role at Breakthru Beverage Group, Geoff Lentz worked for 11 years as Director of Category Management and Merchandising. His extensive experience in the beverage distribution sector has equipped him with the skills necessary to implement effective strategies and processes that enhance operational efficiency.
Achievements
Geoff Lentz played a crucial role as a Subject Matter Expert during the integration of the ERP system (SAP) at Beverage Distributors. His involvement ensured that the project was executed without any downtime, demonstrating his expertise in system integration and project management. Additionally, he has implemented efficient processes in Breakthru Beverage Colorado’s merchandising division, leading to significant increases in output efficiencies and reductions in labor costs.