Sales Manager

Cheryl L. Ellis

** ***** **., #*** * DENVER, CO * 80218 * 303-***-**** *

***************@*****.***

Summary of qualifications

Twelve years of sales and category management experience within fast-paced,

large companies. Expertise includes customer facing sales, fact-based

selling and people management. Excellent communication skills and

analytics, with a record for driving growth with customers.

Experience

June 2011 - present, Market Performance Group Denver, CO

Contract Category Consultant

Delivering analyses relating to category/brand sales and profits,

merchandising and pricing strategy and assortment optimitzation for key

manufacturers and retailers

Working with clients of all sizes, including Alcon, Novartis, Merck, and

Johnson & Johnson, in both OTC and HBC categories, in providing

comprehensive analytical services.

Nov 2008 - May 2011, MillerCoors Denver, CO

Category Management Manager, National Accounts/Emerging Chains- Target,

Dollar Channel, Walgreens (Nov '-08-May '10); Mountain Region Convenience

Stores (May '10-May '11)

Leading our Category Management and sales initiatives for Target, ensuring

we have successful assortment/planograms and pricing to drive everyday

sales, and developing a programming calendar and marketing initiatives to

drive incremental sales

Managing the "start-up" beer business for customers new to beer (Dollar

Channel, Walgreens), from all aspects, such as leading distributor

contacts, managing work flow, projected sales, addressing customer needs

and concerns (licensing, training, EDI) for over 10,000 new beer stores

Sold Family Dollar on new beer planograms for all stores, which led to a

gain of six new items, and a 38% increase in share of shelf for MillerCoors

Working as a team to deliver annual volume, distribution and share targets;

Delivered over $22 million in sales for 2009 at Target - a 21.2% increase

over 2008

Developing relationships with our distributors and field distributor sales

organization; becoming a main point of contact for key customer initiatives

and solutions

Dec 2007 - Nov 2008, Coors Brewing Company Denver, CO

Category Development Manager, West Region

Lead our West Region Category Management team, which consisted of managing

four direct reports, in driving sales throughout our Key Accounts in the

West Region

Partnered with sales leadership in the West to deliver annual volume,

distribution and share targets through management of strategic insight

selling, product, promotion and pricing analysis and tactical selling of

distribution and placement initiatives

Helped to lead my direct reports in identifying, developing and leading

fact-based insights/solutions

May 2005 - Dec 2007, Coors Brewing Company Denver, CO

Channel Development Manager, On-Premise

Delivered annual volume targets and sales objectives through strategic

insight selling, product, promotion and pricing analysis and tactical

selling of distribution initiatives

Presented category expertise, opportunities and consumer trends to key

stakeholders at Coors top On-Premise customers

Identified, developed and lead fact-based insights/solutions selling and

training within the sales organization

Worked with my Leadership Team peers in providing development, leadership

and direction to the Category Management team

Secured the first-ever Category Partnerships within the On-Premise

organization for Coors with four leading customers in the industry and was

awarded the "Vendor Mind-Door" of the year with one of these customers

Effectively developed and managed an intern for the department

Jan 2004 - May 2005, Kellogg Company Denver, CO

Category Growth Manager, Safeway

Aligned with Kellogg and Keebler sales partners to deliver a $170 million

sales budget for Safeway

Strengthened account penetration and customer understanding by selling in a

need for a standing monthly Category Management Appointment with Safeway's

buyers

Provided category leadership, expertise, analysis, reviews, and planograms

for all Safeway divisions nationwide, leading to a 3% dollar share gain for

Kellogg

Sold in new products as well as established products to achieve higher

sales and shelf presence

Apr 2001 - Jan 2004, Kellogg Company Dallas, TX

Sales Development Manager, Kmart (April 2001-March 2003), Albertson's

(March 2003-January 2004)

Gained an understanding of the DSD business through managing the

Kellogg/Keebler Cookie and Cracker business for Albertson's nationwide,

driving an increase of 3% in snack sales

Provided category expertise and promotion execuation, as the Category

Captain for Super Kmart and Big Kmart nation-wide

Increased Kellogg's share of shelf space at Kmart by 12%, through selling

in key programming initiatives and new items

Jan 2000 - Apr 2001, Kellogg Company Battle Creek, MI

Associate Category Development Manager

Provided consumer insights and actionable, insights-driven selling

presentations for the category management team

Managed the team's key 2000 initiative, "Project Stretch", leading to a

team gain of 14 additional miles of retail shelf space for the convenience

foods category

Served as the back-up Category Development Manager for any open positions

Dec 1998 - Jan 2000, Kellogg Company Washington D.C./Baltimore, MD

Sales Account Manager

Exercised responsibility for three SuperValu accounts and one independent

chain headquarters, applying sales and marketing skills to achieve

distribution, shipment and merchandising goals

Utilized selling skills and worked closely with broker team to increase

Kellogg's share of shelf by 8%

Developed and sold in monthly pallet program, increasing shipments and

sales 10% at largest account

Achieved category captainship for both cereal and convenience foods at all

accounts

Awarded Vendor of the Year

Jan 1997 - Dec 1998, Kellogg Company Battle Creek, MI

Category Management Intern

Developed planograms for key retail accounts

Created the category management intern manual and training package

Worked effectively as the team leader of the intern group to prioritize and

finish projects

Education

Dec 1998, Western Michigan University Kalamazoo, MI

Bachelor of Business; Major in Food Marketing

Two minors: Spanish and General Business

GPA: 3.87, Major GPA: 4.0

Affiliations: Delta Gamma; served as social chair for two years

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