Lisa Honeycutt

**** ******* **** ******, ** ***** 214-***-****) ad45ht@r.postjobfree.com

NATIONAL SALES LEADER

Specializing in grocery and natural channel growth and building on major market expansion.

Combine entrepreneurial spirit with industry knowledge to build and execute profit goals through a strong GTM strategy.

Implement a business strategy for all channels, effectively training and coaching sales team members.

Cultivate and grow excellent relationships with customers, brokers, and distributors.

Ability to drive and grow a business in all current channels as well as expanding distribution to other channels.

Ability to work cross functionally with internal teams to develop collaborative working relationships and develop talent internally.

SKILLS

Industry Knowledge and

relationships

New Business Development

Key Account Management

P&L Management

Strategic Planning

Turnaround & High-Growth Strategies

Customer Relationship Management

Staff Training & Development

Contract Negotiations

Budgeting & Forecasting

PROFESSIONAL EXPERIENCE

SmartSweets, Inc.

Natural Channel Director, November 2021 to May 2023 Hired as natural channel director role to serve as the lead member to determine and drive the national strategy for the brand established in the natural channel. Work with broker principals to ensure growth through score carding and driving the teams. Formulate trade promotion strategy for individual retailers and distributors within natural channel to drive brand awareness and revenue growth while maintaining budget with a goal to build the brand to sell.

Maintained a relationship with Whole Foods Market buyer (Allie Hausleden) resulting in a global roll out of 3 additional exclusive skus and 2 open skus as well as driving promotional strategy including off shelf activity, TPRs and a robust Back to School promotion.

Worked with broker (Green Spoon Sales) and buyer at Sprouts to secure 3 items rolled out nationally in fall of 2022. Coordinated and executed promotional plans for 2022 as well as a Front- End Program.

Maintained a relationship with H-E-B buyer (Tammy Ackerly) resulting in a roll out of 3 additional skus in 2022 as well as driving promotional strategy including yellow coupons and EDLC.

The brand is currently flat in 52-week sales shipment volume in the natural channel. This brand started in the natural channel and was established yet declining when I came into the role.

Business development includes H-E-B, Whole Foods, Sprouts, Fresh Thyme, Erewhon, INFRA and NCG among other retailers as well as distributors including UNFI and KeHe.

Negotiated a deal with UNFI to maintain a Supply Chain by ClearVue partnership.

Negotiated a deal with KeHe to minimize swells with an allowance. Frito Lay North America/PepsiCo.

Customer Management Director of Sales, Natural Channel, May 2019 to November 21 Hired in an executive position geared to influence and drive strategy for growth within natural channel for Frito Lay Warehouse brands including Stacy’s, Bare, Off the Eaten Path and PopCorners. Outcomes:

Secured relationship with key buyers at Whole Foods Market including Adam Pickard (Salty Snacks), Allie Hausladen (cracker) and Jason Krolikowski (functional snacks). Achieved first placement at WFM for two items in 5 years within the cracker aisle for Stacy’s. Achieved the first Frito Lay produced item (Off the Eaten Path) placement of two items in the Salty Snack aisle.

Managed relationship with Whole Planet for Stacy’s and Whole Kids for Bare and secured a Whole Kids relationship for Off the Eaten Path.

Secured relationship with both key buyers at Sprouts including deli (Patty DiCarlo) and snacks

(Chris Vogel). Achieved placement of 6 new items in deli for Stacy’s.

Managed the acquisition and transition of PopCorners to Frito Lay Warehouse.

Transitioned all brands to the leading natural channel broker, Presence Marketing/Dynamic Presence.

Coordinated all trade promotional programs within the natural channel to a consistent schedule.

The total business in 2020 grew 45% and 15% over plan. Current year is up 34% and 12% over plan.

Bare Snacks (a subsidiary of PepsiCo. as of June 2018) National Director of Sales, Natural Channel and National Accounts, October 2015 to May 2019 Hired as national director of sales role to serve as the key member to determine and drive the national strategy for the brand in the natural channel. Work with broker principals to ensure growth through score carding and driving the teams. Formulate trade promotion strategy for individual retailers and distributors within natural channel to drive brand awareness and revenue growth while maintaining budget with a goal to build the brand to sell.

Outcomes:

The brand was acquired by Pepsi Co. in June of 2018.

Due to my achievements in the natural channel with Bare, the management of the Target business was awarded to me in October of 2018. Added 2 additional skus in the set in July as well as an item in the check lane.

Secured a relationship with Whole Foods Market buyer (Jason Krolikowski) resulting in a global roll out of 5 skus as well as multiple TPRs and an off shelf. Bare snacks was up 13% at WFM.

Secured a relationship with Sprouts buyer (Chris Vogel) resulting in a national program in two different sets (sweet and savory). Bare snacks was up 14.9% at Sprouts.

The brand was up 15% in 52-week sales volume in the natural channel.

Business development includes Target, Whole Foods Market, Sprouts, Thrive Market, INFRA, NCG and Natural Grocers among other retailers as well as distributors including UNFI and Kehe.

Negotiated a deal with UNFI to secure a Supply Chain by ClearVue partnership. Beanitos

National Director of Sales, Natural Channel, July 2014 to October 2015 Hired as National Director of Sales role to serve as the key member to determine and drive the national strategy for the brand in the natural channel. Worked with broker principals to ensure growth through score carding and driving the teams. Formulated trade promotion strategy for individual retailers and distributors within natural channel to drive brand awareness and revenue growth while maintaining budget.

Outcomes:

Formed a Whole Foods Market Global relationship for the brand. Led strategy with the regional directors in developing relationships, implementing effective promotional strategies regionally and analyzing portal. Secured an ACV gap fix with the global team. WFM was up 56% for 52- week data in October 2015.

Achieved 27% annual sales volume within 11 months, moving the brand from the 8th largest brand in the category in the natural channel to the 6th largest.

Business development includes Whole Foods, Sprouts, Fresh Market, INFRA, NCG and Natural Grocers among other retailers as well as distributors including UNFI and Kehe.

Negotiated a deal with UNFI to secure a ClearVue membership. Mrs. Meyer’s Clean Day (a subsidiary of S.C. Johnson) Director of Sales, Grocery, Natural Channel and Alternate Channels, 2009 to June 2014 Caldrea National Sales Manager, 2005 to 2009

Advanced to Director of Sales role to serve as the key member to determine the strategy of transitioning to a broker and distributor managed business and lead the execution of the strategy. Directed a team of 5 business managers. Worked with broker principals to ensure growth through score carding and driving the teams. Formulated trade promotion strategy for individual retailers and distributors within grocery, natural channel and alternative channels to drive brand awareness and revenue growth while maintaining budget.

Outcomes:

Revived struggling Whole Foods Market National relationship where the brand is considered a leading partner in the category. This was accomplished through the development and execution of a strategy that included developing regional relationships, implementing effective promotional strategies, analyzing portal, driving innovation internally and partnering with Whole Planet and Whole Kids. Whole Foods POS sales tripled in 5 years.

Tripled annual sales volume within 5 years, growing sales from $11 million in 2009 to $33 million in 2011. Natural Channel achieved a 250% growth and Grocery achieved 135% growth.

New business includes Publix, Fresh & Easy, CVS, Wakefern, Hannaford, Earthfare, PCC and Meijer (among other retailers) and Market Centre (distributor) and C&S (wholesaler).

Business development includes Whole Foods, HEB, Fresh Market, Kroger, Safeway, Ace Hardware among other retailers and UNFI, Kehe, Abraham Natural Foods and Island Naturals

(distributors).

Negotiated a deal with UNFI to secure a ClearVue membership.

Worked with broker principals (Presence, ASM, ESM/Ferolie, Klatt) to hold the teams accountable for driving ACV while maintaining trade fund budget.

Added alternate channel business (hardware and DIY) to responsibility due to success with the other channels.

Achieved 2009 Golden Broom Award (Employee of the Year)

Led the growth of sales department from 3 to 5 people.

Developed a trade fund management system for the team. OneCoast Dallas, Texas

Regional Sales Manager, 2003 to 2005

Showroom Director, 2001 to 2003

Key Account Associate, 2000 to 2001

OneCoast is the largest national wholesale provider of gift, home, fashion accessories and collegiate products to gift retailers throughout the United States. They work with vendors and sell their products to independent retail stores, internet stores, interior designers, and retail chains. EDUCATION, TRAINING AND OTHER

Stephen F. Austin State University, Nacogdoches, TX Bachelor of Business, Major in International Business, 1997 PROFESSIONAL DEVELOPMENT:

Situational Leadership II Virtual Training Workshop 2010

7 Habits of Highly Effective People 2010, Franklin Covey

Negotiating for Results 2011, Vantage Partners

Becoming a More Effective Sales Manager in the Natural and Specialty Channel 2011, Natural Products Consulting Institute

Professional Selling Skills 2011, Achieveglobal

Creating Powerful Presentations 2013, Better Communications MEMBERSHIP:

Advisory Board Member, BWG Strategy

Member, Network of Executive Women

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