Sales Management

Joe Koch

***** ****** ****

Eden Prairie, MN ****7

Phone: 952-***-****

Cell: 952-***-**** Email: *****@*******.***

SUMMARY OF QUALIFICATIONS

Results oriented leader with strategic and tactical experiences in Field Sales, Category Management, and Trade Marketing,

Key strength is an ability to establish relationships and work with cross functional groups, -- Sales, Marketing, Finance,

Logistics, Retail, and Operations -- to help increase company revenue, and find new ways to build brands . A history of

building and developing teams to consistently reach and exceed targets.

Competencies include:

• •

Sales Leadership – Direct & Broker P&L & Finance

• •

Category Management/Consumer Insights Inventory Reduction

• •

Trade Marketing Forecasting

• •

Customer Relationship Experience with Wal-Mart, Target, Best Buy, and Supervalu

• •

Retail Focus Product Management

PROFESSIONAL EXPERIENCE

Dole Fresh Vegetables, Minneapolis, MN 2008-Present

Director Category Development, Trade Marketing and Shopper Insights

Hired to develop category management, shopper insights and trade promotion strategy with programs that exceed volume,

revenue, profitability and market share goals for the Fresh Fruit, Fresh Vegetable and Food Services Divisions

Management

Manage a team of 15 Category Development Managers throughout North America

o Responsible for hiring 9 new team members

o Promoted 4 of 6 existing Category Development Managers

Developed strategic goals of Fresh Vegetable division with management team

Acted as business counsel and key strategic planning resource for senior marketing and cross-functional

management.

Demonstrated the ability to communicate and leverage market research insights in a way that influenced

business strategies

Category Development

Optimized marketing actions by analyzing/evaluating competitive activities on regional basis

Directed the preparation of compelling sales presentation materials for use by sales management

Facilitated and supported the broker community development in areas of training, efficiency tools and tracking

performances

Created a Private Label Strategy for Retailers, giving them direction and options should they decide to proceed

Developed models with store level data including price elasticity and pricing dynamics that led to sales increases at 5

different retailers

Built Shrink model for Target that led to a 3% increase in Gross Margin. Rolled out model to other accounts

Shoppers Insights

Drove the development and integration of consumer, shopper and retailer insights for Dole’s “reinvigorating the category”

strategy

o Presented New Strategy to Category Management Association Group

Responsible for design, implementation, management and analysis of shopper research.

Used Modeling software to change salad POG, leading to a 5.8% increase in Dollar Sales

Leveraged Marketing Mix Model into securing additional trade and consumer promotions that drove dollar sales 3%

Trade Marketing

Developed trade promotional strategies and tactics that increased Dole’s share 4%

Partnered with Fruit and Packaged Divisions on Trade Promotions, driving the category 2%

Built Trade Promotional Tool for Supervalu that grew sales 1%, while increasing retailers margin 15%

Warner Home Video, Minneapolis, MN 2005 - 2007

Director of Category Management

Hired to provide key leadership, develop strategies and deliver analysis to drive Target & Best Buy sales of DVD’s

through customer and consumer data.

• Managed and coached a team of 5 individuals; enhancing their analytic skills

• Recommended tactics to Target that increased dollar sales 4% and dollar share 1.2%

• Took initiative and developed category strategy for Target, despite not being Category Captain

• Created selling templates for WB business units that increased sales 2%

• Developed and created the DVD strategic goals and objectives for Best Buy

• Built clustering models that helped Best Buy reduce inventory 12%

Supervalu, Minneapolis, MN 2003 - 2005

Grocery Product Manager

Hired to manage the strategic relationship between wholesale regions, retail operations and vendors

• Developed Center Store Category Strategies using category management principles that led to a 5% increase in sales

• Sold 7 new Corporate Programs resulting in $2MM incremental profits

• Negotiated 4 auctions with vendors leading to a 6% reduction in costs

HTH Water Chemicals, Atlanta, GA 2000 - 2003

National Account Manager

Responsible for the day to day operations and management of the Costco, Target and Wal-Mart accounts ($150MM)

• Built 4 annual plans that resulted in double digit volume increases each year.

• Exceeded Established Volume Goal by 8%

Added 5 New category Items to the previous Target set, increasing sales $500K

o

Created 3 Incremental Pallet Promotions for Costco that led to $1.5M in increased sales

o

• Created and executed merchandising programs leading to incremental $4MM

• Managed Trade promotional budget, reducing overall MDF funds $1MM while exceeding volume goals

• Managed sales force communication to broker network and trained brokers on trade strategies and programs

Senior Category Manager/Trade Marketing

Hired to establish the retail strategies, including pricing, product selection, and programs for share growth and enhanced

profitability.

• Created Consumer Promotion strategies for Wal-Mart, BJ’s, Home Depot, and Lowe’s, and drove tactics that led

to a 15% increase in sales.

• Managed the Annual Trade Development Fund Spending ($11MM)

Durex Consumer Products, Atlanta, GA 1999-2000

Director of Trade Marketing

Hired to coordinate the efforts of the sales department including marketing, logistics, finance, customer service, and sales

analysis. Key responsibilities include managing the trade spending ($3.6MM) and complex pricing structures, increasing

sales in an assigned $1 Million territory, and bringing Category Management principles that allowed Durex to serve as

category captains and increased the authorizations in the Drug and Mass channels.

PRIOR EXPERIENCE

Sales, Category Management, Pricing, Forecasting, and Marketing positions at Kraft, Frito Lay and Hewlett Packard

EDUCATION

MBA, Marketing, University of Michigan;

BS, Finance, Cal Poly San Luis Obispo

TECHNICAL SKILLS

Extensive experience with AC Nielsen/IRI Syndicated Data, HH Panel, Homescan, Spectra Marketing, Consumer Insights,

Dunnhumby, Info Retriever, EYC, Radian, Pro Space, Retail Link, Market Tracks, Account POS data, Micro Strategy (MSI),

NPD, Microsoft Office

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