Sales Manager
Resume:
TOMAS E. AZNAR
Arlington TX 76006 abhmtk@r.postjobfree.com
FOOD MANUFACTURING AND C-STORE MULTI-SITE OPERATIONS
SALES MANAGEMENT PROFESSIONAL
LEADER - CUSTOMER FOCUSED -- PROCESS IMPROVEMENTS - COACHING
A results-generating, bi-lingual bi- cultural professional, with extensive
experience and analytical skills in both Retail multi-site operations and
Food Manufacturing, DSD Distribution, Marketing and the Development of
Retail Foodservice Programs. Hands-on individual, who thrives when
presented with challenges that involve strategic planning, functional
design, market research and analysis, development of proprietary brands,
foodservice menu offers, products and programs. Directed field teams,
technical personnel, and assisted line management staff in exceeding
operations and sales goals. Extensive industry knowledge - practical
experience in manufacturing and complete vertical life-cycle of food
service elements from harvest to point of sale in c-store, grocery and
drug channels. Expertise in profit / loss responsibility, developing pilot
and on-going food service business operations nationally / internationally,
employee training and communications. Excel in operations, marketing,
purchasing, and project management positions. An analytical-forward
thinking strategist and change agent.
ACCOMPLISHMENTS
International and US Food Service Development and Operations Management
o Successfully managed from 37 retail locations with full P & L
responsibility, hiring store and assistant Managers, training coaching
and mentoring; have exceeded sales, waste and shrink control
benchmarks.
o Food Service Concept, menu and recipe development from the ground up
in 9 countries; including Equipment specifications, facilities layout,
training manuals for program roll-outs. Developed cost accounting
processes and methodology for performance measurement with benchmarks.
Managed and implemented changes at various unit and multi-unit levels
increasing food service sales and reducing waste. Managed subordinate
as large as 60 staff members. Overall benefits to one of the company
clients: 18 months after roll-out, the category achieving a 34%
overall sales mix at 61% GPM including waste reduction from 18% at
roll-out, down to 3%. Full successful P&L responsibility.
o Directed efforts hands-on in-country of licensees, partners and local
client sales, marketing and operations teams in efficient rollout of
new c-stores with food service offers (Construction, Rollout, to
ongoing success measurement and support), training, support, field
marketing, vendor negotiations and compliance measurements. Created
retail staff training aids with simple tools for the programs
execution. Monitored success with periodic in-country visits and from
US via electronic monthly P & L reports.
o Created on premise made sandwich, rotisserie chicken, Rice and
Toppings, pork legs and ribs, espresso and gourmet coffee, cold and
local beverages concepts, from mainland China to the EU to Eastern
European countries both clerk attended and to Go concepts for company
clients operations. Developed design flow, fresh food offer, menu,
merchandising and training standards in conjunction with local client
marketing and operations teams. Always have exceeded pro-forma sales
forecasts and ROI.
o Measured consumer dynamics and trends to assure success.
o Strategic leader ensuring business, brand and client
operational standards met consistently.
o Led selection and staffing of key management positions to
drive customer focused culture for exceptional quality and service.
o Ensured that both equipment and facilities maintained desired
operational standards and Health Code compliance.
Food Service Management / Marketing / Merchandising/Training
o Re-developed hot beverage program; dramatically expanded product offer
quality, varieties and new equipment. Grew sales 17% in first year by
altering product set. Saved company $95K, in equipment repairs
compared to previous year.
o Created demand for proprietary Taco brand program, sandwich, coffee
and cold beverage programs with marketing and advertising campaigns
designed to increase awareness, traffic and trial, resulting in out-
performing previous year same stores sales and gross profit
contributions.
o Initiated and executed marketing and sales plans
o Project consultant to Tesoro Petroleum Retail Network to conduct
analysis, deliver recommendations and develop strategic plan for
modification of their existing food service programs in NW USA, Alaska
and Hawaii. Provided the methodology and tools for change in recipes,
operational efficiencies and seamless transition from retail to cost
accounting
o Conducted SWOT analysis for largest c-store retailer in Mexico
Food Manufacturer and DSD Distributor
o Increase sales by $ 2 M to $30 M. annual sales
o Expanded Route Distribution from 4 to 6 southern states reaching 6000
plus retail outlets with 102 routes.
o Developed, manufactured and distributed Food to Go Program for 100 plus
outlet supermarket chain in south Texas.
o Expanded sales to include grocery wholesale distributors in the North
East US.
o Reduced manufacturing and packaging costs by $560K.without compromising
product Quality.
o Reformulated 70% of product line yielding 11 percentage points margin
improvement.
o Developed strategic manufacturing plan, design a new equipment layout and
conducted a time/motion study which resulted in a 17.3% increase in
manufacturing productivity and nearly one half million Dollars in labor
savings over a two year period.
o Secured co-packing contract for supermarket retail products from JR
Simplot, a major CPG British food firm.
o Developed and implemented the first "Hot to Go" convenience store
program.
o Developed and implemented marketing plan and the direct store delivery
distribution "roll out" for TreeSweet Brand single-serve juice products.
o Developed formulation for proprietary tamales; product sold in to 90% of
existing customers.
o Designed, developed and introduced new labels for all manufactured
sandwich products.
o Expanded direct store door Route delivery sales and operations from three
to four Southern states.
o Brought on board an additional 710 customer retail outlets.
o Awarded the highest individual profit contributor for two consecutive
years.
Project Management
o Successful global development and design of new operational units
satisfying all brand standard construction criteria. Site selection
and construction management of multiple stores on time and under
budget. Led, influenced and inspired cross-functional teams to deliver
results
o Directed food photographer for POP and ad shoots with outstanding
results
o Negotiated multiple vendor and distribution contracts for win-win
relationships
Training
o Have trained single store unit staff, multi-unit and district staffs
in FS operations, merchandising, field marketing, servant leadership,
communications, customer service and profit and loss management.
o Have participated in industry councils to more effectively target
Hispanic customers, Women. Have also participated in CSP's FS
Roundtables at National conferences addressing non-traditional
opportunities.
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PROFESSIONAL EXPERIENCE
Kilgo Retail Services, LLC, Belton, TX. USA Multi-site Retail,
Operations & Marketing 2009-present
Strasburger Enterprises, Temple, TX, USA Director Food Service
- North America 2007-2009
Strasburger/ Cambridge Myers, Temple, TX, Director International
Food Service - Europe, Asia,
Australia, China, L. America & Caribbean 2000-2007
Strasburger/ Cambridge Myers, Temple, TX, VP Research and
Development 1994-2000
Strasburger Enterprises, Temple, TX, USA Sales Manager
International Licensing 1992-1994
Herby's Foods, Inc. Grand Prairie, TX, USA President
1990-1992
Herby's Foods, Inc. Grand Prairie, TX, USA VP Manufacturing
1987-1990
Herby's Foods, Inc. Grand Prairie, TX, USA VP Marketing
1985-1987
Herby's Foods, Inc. Grand Prairie, TX, USA Sales Manager
1983-1985
Herby's Foods, Inc. Grand Prairie, TX, USA Regional
Distribution Sales Manager 1983-1983
Herby's Foods, Inc. Grand Prairie, TX, USA Distribution Center
Manager (Austin, TX) 1982-1983
National Convenience Stores (Stop N Go) Distribution Center
Manager (San Antonio, TX)
1980-1982
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EDUCATION
o BS, Electro-Mechanical Engineer, with extensive Business
Administration courses Ibero-Americana University, Mexico City, Mexico
ASSOCIATIONS AND OTHER
o Nominee 1989 for membership in the President's Advisory Council on
Business and Industry as a representative for the City of Grand
Prairie, Texas
o President, Blimpie Operators Council for Central Texas (2000-01),
o President Chillee Willee Frozen Beverage National Operators Council (
1989-90),
o Editorial Board Advisor, Convenience Store News both USA & Mexico
editions
o Guest speaker at ONEXPO (Mexico Association fuel/c-store Retailers)
for 3 Yearly Conventions & Trade Shows
o Native English and Spanish speaker; able to train and conduct business
at all levels effectively in both languages.
o Skills and experience in full P&L responsibility, personnel
management, budget development and funds management, conflict
resolution, planning, specification writing, procurement, marketing,
menu development, data analysis, and food service design for new and
remodeled facilities. Strong communication, presentations and
facilitation skills. Multi-unit, change leadership, strategic
development.
TRAINING
o Full MS Office program skills
o Stephen Covey, Time Management Workshop
o NACS, Category Management
o ServSafe and HACCP
o Karrass, Negotiating Seminar
o USDA Plant Inspection and Compliance, trained
o The Food Packaging Institute, Barrier Films, MAP gases and shelf life
barrier agents
o Dale Carnegie, The Art of Influencing Others
o Grew up in my grandmother's food catering business in Mexico City. A
chef educated in La Sorbone in Paris, France that prepared thousands
of meals under contract for American, Braniff and most domestic
Airlines departing Mexico City, Mexico. The business was purchased by
a multi-national airline caterer.
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