Sales Manager

EXECUTIVE SUMMARY

Aida Washburn Cell Phone: 479-***-****

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

Fayetteville, AR 72701

EXPERIENCE

Johnson & Johnson 5/2008 - Present

Category Advisor

. Consumer Insights Manager on the Baby Toiletries business; providing

category assessment and strategic direction to Wal-Mart buyer for

$270+ MM category using Wal-Mart Retail Link, IRI Syndicated data and

SIE Panel Data.

. Fair share of shelf and product positioning for new and existing items

through design, data import and adhering to Walmart DOS and Case Pack

guidelines.

. Made recommendations for deletions based on item performance and

market share metrics.

. Worked directly with buyer in the Layout Center to set according to

the new design in preparation for the Buyer's Walk-Thru with the DMM.

. Created transparent relationship with internal partners in marketing,

shopper insights and sales strategy to achieve J&J objectives.

. Other Duties:

o Provide computer software training and on-boarding for new

employees as well as team collaboration as needed.

Key Accomplishments

. Better positioning on existing items

. 100% Distribution on new items with premium positioning on shelf

. Created and implemented a store test for 135 stores in Hispanic

traited stores resulting in a 174 index over base modular. Test

expanded to 540 stores.

. Gained 10% shelf space while increasing our space to sales index from

99 to 115 indexes across all J&J Baby brands.

Ascendia Brands, Inc 8/2006 - 5/2008

National Account Manager

. Grew sales on the Playtex acquired brands within Wal-Mart HBA

departments.

. Drove sales growth in key account against the required yearly budget,

+6.2%.

. Created opportunities to leverage brand recognition in key accounts

through in-store activities, baby fairs and clear communication with

account Buyers.

. Perform all sales data analysis to identify key opportunities for

business growth

. Prepare and conduct all line reviews with six buyers

Key Accomplishments

. 150% SKU growth for Baby Magic as National Account Manager on Toys R

Us, Target and KMart business prior to promotion to Wal-Mart team.

. Grew Baby Magic at Wal-Mart +18% vs. Prior Year

Colgate-Palmolive, Rogers, Arkansas 10/2003 - 8/2006

Category Advisor

. Category Advisor on $7.3 MM Trial and Travel business.

. Participated as an integral part of the modular processes - delivering

analysis, customer insights and recommendations.

. Provided category assessment and strategic direction to Wal-Mart buyer

using Wal-Mart and AC Nielsen data to recommend fair share of shelf

and product positioning including, but not limited to drawing s,

importing data, and supporting the layout center to set planograms for

upcoming season.

. Worked directly with buyer in the Layout Center to set planograms

according to the designed s.

Key Accomplishments

. Instrumental in retaining distribution on key items and increasing

points of distribution in key markets on new items.

. Category analysis regarding opportunity aiding in the successful sell-

in body wash items previously removed from the planograms.

Marketing Analyst

. Developed and lead execution on promotional events related to Colgate-

Palmolive brands.

. Developed and executed Multicultural Marketing initiatives to grow

brand awareness and recognition within the Hispanic and African

American communities

o Results were dollar sales increase over the previous year as

well as building/strengthening relationship with the Office of

Diversity Directors.

. Conducted data analysis to determine Return on Investment on

promotional programs in Wal-Mart including demos, new item launches,

display promotions and features.

. Build relationships with outside vendors to develop in-store

promotional programs.

. Team lead on Bright Smiles, Bright Futures Store Visit van program

o Program resulted in an increase of 65% in additional visits to

Wal-Mart stores in two-years.

. Identified growth opportunities for Wal-Mart within the Hispanic and

African American communities through development of strategic plans

for Colgate-Palmolive company categories.

. Key participant in Senior Review / Top-to-Top meeting for all

categories, presenting general market and ethnic marketing plans for

upcoming year.

. Built relationships with key Wal-Mart executives from the Office of

Diversity to stay aligned with

Wal-Mart current and future strategies within multicultural

communities.

. Planned retailtainment events at store-level that resulted in

additional cases of product and displays during promotions.

Key Accomplishments

. Created branded Timeline literature piece focused on Black History

Month that was distributed at all Wal-Mart stores.

o The Timeline was also requested by the NAACP, Black Colleges and

Universities, After School programs in high African American

markets as well as other institutions. Colgate was given

displays in African American traited stores, giving featured

brands a 33% lift over a 4-week period vs. previous year for the

same stores.

o Represented Colgate for the Saturday Morning Meeting at Wal-Mart

where they were honored as a key Vendor-Partner for their

contribution to the African American community.

. Negotiated a reduced fee at the Hispanic Heritage Month Block parties

taking place during Hispanic Heritage Month by adding the Bright

Smiles, Bright Futures van to 24 of the 50 events resulting in a

saving of $75K to Colgate.

. Developed and executed Wal-Mart Manager training pilot program

designed to educate WM managers on the Hispanic culture and shopping

habits.

o Program was used as a pilot to roll out Hispanic marketing

programs for Wal-Mart

Procter & Gamble, Fayetteville, AR 9/2001 - 10/2003

Business Unit Specialist

. Provided data analysis on the global paper and baby products

businesses

. Developed monthly competitive analysis reports to Wal-Mart buyers

. Wrote SSO's as needed with recommended case purchase for upcoming

store feature

. Updated weekly reports that track category growth as well as looked

for opportunities to grow the paper category

. Logistics reporting including tracked OOS, CPFR, Fan Flu Reports

. Elected to Ethnic Diversity Board of Directors in June 2002

o Organized and directed Hispanic employee support group meetings

Latina, Inc., Fayetteville, AR 8/1994 - 9/2001

President - Founder

. Lead and directed all client recruitment, sales and marketing of

operations for the company resulting in incremental business growth

year of 30 to 50% and client base from zero to over 15 customers.

. Oversaw document translation and onsite interpreting for local,

national and international companies.

. Consulted on product marketing for products in Latin America as well

as traveling to Latin America as interpreter, liaison and business

consultant.

. Served as lead interpreter and market consultant for the Shooting,

Hunting Outdoor Trade (S.H.O.T.) Show, 1999, 2000, 2001.

o Crosman International, Inc. increased sales to Latin America by

38%

. Planned for U.S. business expansion and coordinated purchasing

operations, including site visits and community development throughout

the United States. Recruited Hispanic documented workers from South

Texas for large industries in Northwest Arkansas. Translated personnel

policies and procedures.

. Developed staff and managed satellite office in Laredo, TX.

o Designed, translated and implemented computer-based training

program for all employees.

. Developed employee benefit sessions for all non-English speaking

employees including written translation and oral presentation of

employee benefits.

EDUCATION

University of Phoenix, Arizona - US

Bachelors of Art in Business Management, January, 2008

COMPUTER SKILLS

Software:

. IRI Syndicated Data, SIE Panel Data, Pro/Space, Microsoft Office, AC

Nielsen, Spectra, Adobe Illustrator, Adobe Photoshop

Retailer POS Systems:

. WM Retail Link, Target POS Data, Toys R Us POS Data, Kmart POS / IMA

systems

LANGUAGES:

Fluent in both English, Spanish

References available upon request.

Contact this candidate