As Regional Sales Manager, was able to ensure profitable growth in sales and revenue through planning, execution and management of a supportive broker partner team. Even with intense competition and volatile economic conditions, was able to capture market share from competition, secure new distribution, gain account activity and drive trade promotion. Lead and Managed a region that covered the southern half of the united States from California and Arizona extending east al the way to Florida and up through Tennessee
Developed and managed broker relationships with multiple broker groups including senior management, National Client Manager and in market Business Managers
Worked closely with marketing and category management teams to develop and deliver consumer insights and category reviews to solidify distribution and present business development opportunities. Gain, solidify, and maintain distribution across all customers and markets
Responsible for key customers including Albertsons-Safeway, Smart & Final, Stater Bros., Bashas, H-E-B, UNFI, Costco, SaveMart-Lucky, Publix, SE Grocers, Food Lion as well as Independents and other regional grocers
Created and executed business and promotional strategy with key customers including on-shelf promotions such as TPR’s, BOGOs, digital deal overlays, as well as divisional implementation of national promotions
Worked with broker partners to ensure sales strategies are fully and effectively executed from headquarter, divisional and ultimately store level
Developed and built strong relationships with customer organizations including key strategic decision- making individuals at headquarter level, divisional offices for national customers and also at retail store level
Created and executed professional sales presentations to develop brand extensions and win new business
Ensured all authorized products are in distribution, on shelf, priced correctly and rotated effectively. Provided the retail merchandising teams with the information, tools and objectives to maintain consistency and efficiency
Continuously reviewed market analytics such as IRA and Nielson to follow trends, competitive activity, promotional success and ROI to drive marketshare growth
Selected Accomplishments:
- Instrumental in complete turnaround of under-performing region resulting in growth of 42% in revenue
- Met or exceeded all quotas throughout tenure increasing sales 30% in 2020 YTD over 2019
- Acquired $1.2 million in new distribution in 2020 with existing product portfolio and no innovation
- Grew direct account sales at Grocery Outlet 120% through establishing relationship as a trusted partner in pet category• Interviewed, secured and contracted with new broker partners in growth markets to drive distribution footprint
- Created and took ownership of sales and merchandising training programs with brokers to align and execute objectives
- Developed KPI’s and participated in broker webinars to provide guidance, goals and benchmarks for Business Managers
