Customer Service Sales

Dennis Lorencz

**** ******** ****, **** ******, CA 93065

Home: 805-***-**** – Cell: 805-***-**** E-mail: **************@*****.***

SUMMARY

• An Executive,with broad experience in multi-unit operations

• Specific expertise includes:

• Big box and small box operations, multi - unit / multi - states in union and non - union environments

• Hands on operations knowledge of distribution, finance, human resources, loss prevention, buying, procurement,

category management and marketing

• In depth experience in marketing, merchandising and category management

• Strategic and tactical planning, budget and P and L management 5 Team building, training, motivation, and

coaching

• Operations in retail and wholesale, food and non food, profit and non-profit environments

• Food, candy, beverage, deli, frozen, meat, produce, janitorial, office supply, hard goods, and apparel product

merchandising and buying knowledge

• In depth knowledge of Hispanic groceries, customers and culture.

EXPERIENCE

Nash Finch Co. Edina MN.

Director Marketing and Merchandising Avanza Stores 2009 to Current

One of three Officers of the Hispanic Division of the Nash Finch Company, a multi-billion dollar Minnesota-

based food distribution company in business since 1885.

Responsible for Buying, Merchandising and Marketing for Avanza Hispanic Supermarkets with stores located in

Denver Colorado and Omaha Nebraska.

Created new go to Market Strategy in Print, Radio and TV which has solidified the Avanza stores as the

Hispanic marketplace low price leader.

Re-engineered marketing and pricing strategies to increase margin in Meat by 200 Bps, Produce by 500 Bps,

Grocery by 400 Bps and Dairy by 300 Bps.

Developed the category strategy to increase new item assortment while eliminating marginal movement

merchandise.

Through vendor partnering, developed a multi media, seven week World Cup Soccer marketing promotion.

El Tigre Markets San Diego, Ca.

Vice President and COO 2007 –2008 (Company sold to Northgate Gonzales)

One of three officers responsible for a 5 store privately owned regional Hispanic Market chain generating

$60,000,000 in annual sales. Managed over 400 associates in a non union environment. Directed entire

organization and rebuilt systems and human resource infrastructure to prepare company for potential sale.

• Created Labor Matrix designed to control store labor expense and while providing excellent customer service at

variable volume levels.

• Designed new P and L to significantly improve business management by providing easy to understand layout with

comparable numbers and percentages.

• Realigned buying staff and re-vamped buying practices resulting in a comparable store weighted margin

increase of 8.64%, and sales increase of 10% over previous year 2006.

• Captured product movement files and organized to manage assortment, reducing item count for marginal movers,

increasing inventory turns to an average of 22 per year and subsequently significantly improved cash flow

• Created a new P and L format to precisely compare sales, margins, expenses to previous year month and year to

date.

• Hired and trained three new Store Managers, one Meat Director and Buyer and one Produce Director and Buyer

• Designed new print ad format as well as creating radio and TV ad campaigns which increased sales by 19% over a

6 month period

• Reduced payroll expenses 15% while improving customer service by implementing payroll matrix and part time

associate strategy

LIBORIO MARKETS Pasadena, Ca.

Vice President Operations 2004 - 2007

One of four officers of a 40 year old Latino Market chain with business in excess of $100,000,000 annually. Responsible

for all aspects of Operations to include Marketing, Merchandising, Category Management, Buying and Procurement,

Store Design, Site Selection, Information Services and Loss Prevention. Operation is managed through Direct Reports that

include Operations General Manager, Director of Grocery Buying, Director of Perishables, Director of Prepared Foods,

Director of Merchandising and Director of Information Services.

• Authored Corporate Strategic and Tactical plan designed to double the size of the business in a two year span.

Strategic Plan calls for National expansion.

• Created Period Sales Planner program to manage budgeting on a period basis to insure annual budget compliance.

• Created Store Director Commission program whereby a percentage of store net profits are returned to the key

holders in the form of a period bonus. This inspires Management Team to work harder to increase sales and

profits.

• Designed and implemented a Category Management program in conjunction with Retalix Corporation and

Western Unified Foods.

• Significantly reduced expenses by over $500,000 through a major overhaul of the transportation and marketing

department operations.

• Designed new 50,000 sq. ft. prototype store. First prototype stores opened in Denver Colorado under new format

store called Rancho Liborio. New stores are producing highest volumes in the chain.

• Created new Customer Service program called Servicio Excellente, designed to set a new higher standard of

service. Program includes instant, monthly and yearly associate awards.

GELSON'S SUPERMARKETS Encino, Ca.

Vice President Operations 2003 - 2004

One of four Officers for a $.5 billion, 18 store upscale supermarket chain in Southern California. Responsible for all

aspects of Operations for the Corporation with more than 1800 associates through Six direct reports; Director of

Information Technology, Director of Human Resources Director of Loss Prevention and three District Managers.

• Developed a Loss Prevention Department designed to reduce shrink and Workers Compensation costs

• Designed driver training and safety programs for intra store delivery fleet

• Developed new floor care programs designed to reduce Porter costs and improve look of store floors

• Developed rank reports to better identify, train and promote associates chain wide.

• Trained and promoted two new Store Directors, one Produce Director, and one Operations Supervisor

• Created a P and L account relationship training tool to assist the Store Directors in understanding Profit and Loss

Statements

CHILDREN'S HOSPITAL OF ORANGE COUNTY Orange, Ca.

Vice President Retail Operations 2000 - 2003

Responsible for total retail operations which included a staff of 300 associates, a 110,000 sq.ft. Distribution and

production warehouse with a fleet of 20 delivery trucks, 15 retail stores averaging 17,000 sq. ft. and generating annual

sales of $13 million selling donated and new merchandise. Reported directly to CEO of the Hospital. A Member of the

Board of Children's Hospital of Orange County.

• Redefined job classifications, developed new wage and grade strategy, and commission program

• Successfully located, six new store sites, negotiated terms of lease and opened stores.

• Designed and implemented TCI category management tool for over 6000 sku's which increased new merchandise

sales by 20% over fiscal year 2002.

• Designed and implemented Lawson Procurement, Human Resource and Financial suites

• Implemented Kronos electronic payroll system

• Re-racked and re-designed 110,000 sq. ft. Distribution Center increasing product flow and efficiency by roughly

30% while significantly reducing labor costs.

• Implemented Title 22, HIPP A, and Cal Osha training programs to bring the company up to current required

standards. . .

SMART & FINAL STORES, INC., Commerce, California 1986 - 2000

Vice President Operations - Merchandising (1998- 2000)

Responsible for day-to-day store operations and merchandising for a 217-unit warehouse store chain in Ca., Az., Nv., FI.,

Wa., Or., and Mexico with sales in excess of $2 billion. Operation was managed through three direct report Regional Vice

Presidents, 14 District Managers, a Director of Merchandising and Category Manager and 3500 associates.

• Conceived, developed, and supervised all aspects of the new Plus Store Division. Start up project resulted in 13 new

35,000 sq. ft. stores, the creation of over 300 new associate positions, and achieved first year sales of $124,349,000

with a gross margin of 21.09%. Stores included large freezer, deli, meat, produce, bakery and professional restaurant

equipment, Janitorial Supply, and Office Supply departments.

• Working with the Marketing Department, developed new store design, colors, logo, and signage which translated to a

consistent marketing message in print, radio, and TV media

• Working with Human Resources, developed an associate motivational contest "Exceeding Expectations", whereby

associates were rewarded for doing things "right".

Regional Vice President Operations Southern Region (1996-1998)

Directly responsible for 56 warehouse stores 5 District Managers and 1600 associates in three states (SOCAL, AZ, and

NV). Annual volume of this region exceeded $430,000,000, an increase of 9.2% and increasing the gross margin by 125

basis points (from 19.57 to 20.82).

Regional Vice President Operations Northern Region (1994-1996)

Directly responsible for 54 warehouse stores, 4 District Managers, and 1400 associates in Northern California. Annual

volume of this region exceeded $390,000,000, an increase of 14.4% and increasing the gross margin by 302 basis points

(from 18.00% to 21.02%).

Director of Merchandising, Space Management & Purchasing (1986-1994)

• Conceived and developed interior design, interior sign package, exterior elevations and color schemes and managed

construction and merchandising of over 120 new, remodeled or relocated stores.

• Utilizing Spaceman category management tool, organized 14,000 sku's into 13 categories and numerous sub-

categories down to item level and developed schematics. Re-organized the order guide to coincide with the new

category alignment.

• Responsible for a multimillion dollar purchasing department procuring all equipment and fixtures for the corporate

office and warehouses.

GEMCO STORES INC. Buena Park, California 1974 -1986

Director of Merchandising / Store Design, Lucky Stores Gemco Division (1984- 1986)

• Designed and merchandised new prototype 115,000 sq. ft. Gemco Department Stores.

• Managed six remodel projects that were budgeted in excess of $3M each.

Store Supervisor (4 different locations) Gemco Division (1974-1984)

Responsible for entire store operation with over 215 employees under four different union contracts. P&L responsibility

for all departments including, Pharmacy, Health and Beauty Aids, Hardware, Automotive Patio, House wares, Toys, all

apparel departments (Women's, Children's, Men's, Shoes), Domestics and Grocery.

EDUCATION

KENSINGTON UNIVERSITY, Glendale, CA. Business Administration Degree

Technical Skills - Microsoft Excel, Word, PowerPoint, Outlook, Internet

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