Sales Manager
Resume:
Chris Elrod
***** ******* ********** *****
Olive Branch, MS 38654
PROFESSIONAL EXPERIENCE
STRATAS FOODS, Memphis, TN
Manufacturer and distributor of edible oils, shortenings and sugar substitute products to the
food service industry
Marketing Manager, Sweeteners
• Primary business lead/liaison between Merisant (manufacturer) and Stratas, selling and
distributing Equal and PureVia brand sweeteners into the food service channel.
• Responded to declining volume and market share of Equal by leveraging the brand to
launch two new sweeteners in food service – Equal Yellow and Equal Pink. This new
strategy gives Sales the ability to offer all colors in the sweetener caddy and compete
directly with Splenda and Sweet ‘N Low.
• Responded to growing popularity of “All-Natural” trends by launching PureVia, one of the
first Stevia-based, tabletop sweeteners in food service. PureVia is made from the sweet
extract of the Stevia plant, making it all-natural.
• Developed and executed a Sales training and market blitz plan that included development
of presentation and sampling materials, training Stratas Sales and brokers, targeting key
distributors and operators in six key markets.
• Directed design and development of online call history and product reporting that increased
Sales productivity in reporting feedback and provided real-time updates and access to
Merisant.
• Led execution of internal and external communication of Equal and PureVia launch,
development of Sales tools and POS, promotional programs, pricing, and website updates.
LAND O’ FROST, Searcy, AR
2007 to 2008
Manufacturer and supplier of packaged lunchmeat products to major grocery chains and
retailers
Marketing Analyst
• Developed key promotional analysis and reporting to assist Sales in setting promotion
goals by account.
• Analyzed Nielsen data and internal shipment data to update Sales and senior
management on account and product performance.
CLEO INC., Memphis, TN
2006 to 2007
World’s largest manufacturer and supplier of gift wrap paper, gift bags and gift tissue to major
retailers
Product Manager, Gift Tissue
• Developed and executed the marketing plan for gift tissue including competitive overview,
channel overview, growth projections, and product line extensions.
• Played a key role in the development of programs and strategic partnership with 3M
Company, resulting in $5M in revenue during the first year. Program included a 3M floor
display, featuring rolled gift wrap, ribbon, 3M gift wrap cutters and 3M tape.
• Analyzed existing tissue raw material inventory and developed finished goods, preventing
company from salvaging $500K in materials.
• Teamed with sales to develop custom, account-specific products/programs for multiple key
customers including Home Depot and 3M.
• Developed catalogs, sales collateral and samples working with outside agencies.
FEDEX SERVICES, Memphis, TN
2001 to 2006
Sales, Marketing and IT division of FedEx Corporation, global leader in express package
delivery services
Product Manager, Domestic Express Product Marketing
• Responded to high-volume document users need for a quick, convenient method of getting
contracts signed and returned without including an additional empty envelope by
developing and launching the Legal Reusable envelope. Targeting legal, real estate and
financial industries, this envelope could be used twice, once by the sender and again by the
returner. This solution saved the sender money by not having to include additional
envelopes for the return and was also more environmentally friendly. It was also legal size,
so documents would not have to be folded.
• Responded to competitive action by UPS to waive charges for envelopes weighing over 8
ounces. Led cross-functional team to develop the Bonus Weight Envelope program for
targeted accounts. This program allowed FedEx systems to flag targeted, at-risk accounts
and allow them to ship overnight envelopes over 8 ounces without being charged at a
higher rate.
• Teamed with the brand department to develop and implement a co-branding envelope
program. This program allowed approved customers to customize FedEx envelopes with
their logo/name.
• Worked cross-functionally to create and update sales collateral, features of service, POS and
website content for Priority and Standard Overnight envelope services.
NIELSEN & BAINBRIDGE, Paramus, NJ
1999 to 2001
Manufacturer of metal picture frame molding and graphic board products
Associate Product Manager
• Teamed with manufacturing to develop several new molding designs that resulted in $1M in
annual sales.
• Collaborated with ad agency to design print ads and a promotional program for the product
launch.
• Developed an extensive picture frame mat product line for Michaels craft stores resulting in
placement of product in Michaels test store.
• Worked closely with sales to understand customer needs and gain feedback.
• Developed competitive analysis, performance reporting, and product planning.
Assisted product manager with high-end Nielsen molding developmentEDUCATION
.
Executive MBA, University of Memphis
2003
BBA, Marketing, University of Memphis
1996
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