I spent more than 20 years climbing the commercial side of the beer business — from the field at Heineken USA to running a $250M+ business as EVP of Sales & Marketing, building a team from zero and scaling it to 100 and leading it through an acquisition, a six-month labor stoppage, and a ten-year deal with one of the world's largest brewers.
That's the work now: getting capable people moving toward the level they've been circling.
Who this is for
Not generic life coaching, therapy, or passive motivation. Not a resume or job-placement service. Not a plan for people who aren't prepared to execute.
Commercial Performance Advisory
For beverage and distribution organizations seeking stronger commercial leadership, portfolio focus, and in-market execution. A distinct engagement with its own scope, proof, and conversation.
START THE CONVERSATION →More than 20 years of commercial leadership — field to EVP — applied to your team, your portfolio, and your market.
WORK WITH PROVING GROUND
Executive coaching, leadership advisory, and commercial consulting.
Work directly with Matthew Holthaus. Based in Huntington, Long Island, New York, with private advisory sessions by video.
For your next level of leadership
Executive coaching and private advisory for rising leaders, established leaders, senior executives, and high performers. Begin with a focused 90-day engagement, with the option to continue.
Explore executive coaching and leadership advisory →For your organization’s commercial performance
Beverage and distribution consulting focused on commercial leadership, portfolio priorities, and more consistent in-market execution. Scope the work around the business challenge.
Explore beverage and distribution consulting →Start with the challenge in front of you.
Book a 15-minute Next Level call.
Founding-client engagements now open.