Sales Manager

Steven K. Hoggard

**** **** ***** ** ** ( Rockford, Michigan 49341 ( C 616-***-**** (

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

SUMMARY

A goal-oriented, enterprising Top Sales and Marketing Executive with

profit and loss responsibility as well as a solid background in all

the following areas:

Business Development ( Key Accounts ( Channel Development ( Market

Planning

New Product Launch/Management ( Retail Channel* Distributor and

Supplier Administration

Territory Sales ( Promotions ( Joint Ventures ( Competitor Analysis

Possesses a proven track record of creatively assessing key

opportunities for business growth, quickly establishing top priorities

and executing strategies to deliver company goals. With a keen

understanding of the inner workings of even the most complicated

customer selling situations, consistently demonstrates the will and

expertise to approach atypical business situations with ingenious

thinking and a strong drive for results.

Core Competencies:

< Leverages and teaches selling skills, building customer loyalty

and rapport.

< Executes product and channel marketing strategies/programs to

deliver profit and build gross sales volume year over year.

Demonstrates perseverance and resilience in pursuit of goals.

< Understands the current and future needs of customers as well as

the company.

< Builds strong cross-functional teams and cross-divisional teams to

create synergy for company.

< Proactively shares information, best practices and ideas with

others throughout organization.

< Utilizes encouragement and leadership/coaching principals to

enable employees to build skills.

< Provides constructive, actionable feedback to improve staff

performance and generate a positive impact on the organization.

Consistently treats all people with respect and fairness.

EXPERIENCE

Daymon World Wide Interactions Grand Rapids, Michigan

Senior Director 2009-2010

Managed Meijer retailer in store and special event marketing as a

contractor in house. Held profit and loss (P&L), gross as well as net

responsibility. Directed sales, marketing, finance and operations teams

covering all Meijer retail accounts operating in 5 Midwest states. Meijer

HQ team comprised of 17 sales, marketing, finance, operations and warehouse

employees and 21 field operations district and area managers along with a

part time workforce of over 1,100 associates working events in Meijer store

locations and special events. Worked with Meijer marketing, buying and

store operations teams to develop sell and execute in store marketing and

special events to national CPG suppliers, brokers, marketing companies and

Own Brand private brand suppliers Reported event sales pre/post and day of

event recaps as well as ROI performance. Managed total events growth, new

products and promotions execution, category growth, line of business

product growth, program development and execution, talent development as

well as training.

> Led business unit to be DWWI's best performing retail account in number

of events, and P&L performance in 2009.

> Flawlessly executed 2009 re-organization of sales force. Recognized

for quickly identifying capability gaps. Hired and moved right

managers in correct positions to positively impact business.

> Re-established strong Meijer partnership and communication to re-focus

on growing businesses. Made quick and accurate decisions to

orchestrate turnaround of business in Meijer versus 2008

PepsiCo Foodservice Dexter, Michigan

Director of Sales 2007-2008

Managed north-central Vending channel sales, including all five lines of

business of Pepsi, Frito-Lay, Gatorade, Quaker and Tropicana brands. Held

profit and loss (P&L), gross as well as net sales responsibility. Directed

field-selling team of 12 direct reports covering all national and

independent customers selling company products. Oversaw direct

distribution through company plants as well as independent distribution

system. Managed product share growth, new products and promotions

execution, white space growth, line of business product growth, program

development and execution, talent development as well as training. Held

total volume responsibility for $150,000,000.

> Led north-central region to number one volume in sales plan performance

in division. Obtained foods and beverage volume of 104.7% to sales

plan, driving $2,600,000 in incremental sales.

> Delivered on plan volume performance against Frito-Lay, Gatorade,

Quaker and Tropicana volume targets. Drove over $596,000 in

incremental sales against core products in vending channel.

> Enhanced north-central region from worst performing region against

product news in 2006 to best performing region in 2007, shipping

$1,300,000 in incremental volume.

> Led Frito-Lay North America pricing council on market tour in

northeast, communicating challenges in marketplace resulting from club

and competitive price points. Made parity-pricing recommendations for

future to strengthen competitive position.

> Flawlessly executed 2007 vending channel re-organization of sales

force. Recognized for quickly identifying capability gaps. Moved

right managers in correct markets to positively impact business.

> Re-established communication with customers to re-focus on growing

businesses. Made quick and accurate decisions to orchestrate

turnaround of business in north-central region versus 2006.

Director of Distribution and Specialty Channels, Dexter, Michigan 2004-

2006

Held responsibility for P&L, net sales and profit plan for U.S vending

distribution and specialty sales channels. Achieved total volume of

business unit at $300,000,000. Managed lines of business, including Frito-

Lay, Gatorade, Quaker and Tropicana. Led 20 employees such as field sales

managers, group managers and inside sales team. Developed and implemented

programming, small operator development, specialty channel

penetration/development as well as cash and carry channel

development. Achieved success through strategic leadership and

collaborative problem solving.

> Led distributor and specialty channel markets to 100.5% on plan net

sales volume. Drove $793,000 in incremental foods and beverage versus

sales plan target. Managed financial and marketing trade expense

dollars to better than plan.

> Recognized by manager for clearly demonstrating/delivering foods and

beverage channel strategies across vend distributor, vend operators,

cash and carry's, honor box, occupational beverage channel as well as

beverage strategic distributor channel.

> Integrated beverage business into distributor/specialty key account

managers' responsibilities.

> Executed and delivered 20,000 cases of incremental Grandma's brand

cookies through first-ever exclusive initiative with Vistar.

> Directed distributor/specialty sales team to 101.5% performance to

plan. Drove $1,000,000 in incremental foods and beverage versus sales

plan targets.

> Led accelerated growth plans, including hiring/developing three key

account managers.

> Developed power of one approach against Menard's, Game Works and Home

Depot locations as well as other target accounts.

> Created first-ever cash and carry marketing calendar to deliver unique

items to drive channel growth.

> Led distributor and key account team to 103.1% performance to volume

plan. Achieved $1,300,000 in incremental foods and beverage volume

versus sales plan targets. Created new way to call on certain classes

of trade.

Director of Sales Vending, Dexter, Michigan 2002-2003

Led Eastern U.S. key vending operator accounts, including net sales volume

targets and P&L responsibility. Managed team of five direct reports with

key objectives to achieve full year net sales volume plan, tactical foods

growth targets, as well as customer marketing agreements development and

execution with key account customers. Built organizational capability and

developed key account leadership process for team.

> Obtained annual volume of $30,000,000.

> Achieved 111.8% to prior year dollars on east key accounts in foods

performance.

> Realized tactical growth targets by improving large single serve

product mix 9.2 points versus plan of six points.

> Recognized by manager for implementing account leadership process with

team of three regional national account managers.

> Executed quarterly key account reviews with vend leadership team.

> Established top-to-top business reviews with top five volume based

customers on an annual basis.

PepsiCo Foodservice and Vending Dexter, Michigan

Region Manager 2001

Held responsibility for geographic management of vending operators and

distributors in Northeast and Midwest markets. Led 12 direct reports

during re-organization of new division, including beverage broker

transition to field selling team as well as field sales leadership and

training of experienced cross-beverage and foods sales teams to learn and

execute new lines of business in vending market channel. Achieved success

in assignment through change leadership.

> Led newly created Midwest zone of foodservice and vending division to

104.1% to previous year dollar performance.

> Developed priority one challenge initiative, focusing national field

selling team on biggest incremental volume opportunities.

> On-boarded seven new direct reports, focusing on quarter four key

growth objectives during new business transition.

Frito-Lay, Inc. Dexter, Michigan

Zone Sales Manager 1999-2001

Oversaw Midwest foodservice and vending foods business. Directed channel

including foodservice operators and distributors, vending operator and

distributors, as well as schools and national accounts. Managed total

volume of $60,000,000. Led team of 12 field managers and one

administrative assistant. Held responsibility for gross sales plans, P&L

management, channel sales plans, national account sales volume plans,

product mix targets, and organizational capability targets.

> Led Great Lakes field team to grow foodservice channel volume 100.7% to

previous year sales as well as vending channel volume 102.4% to

previous year sales.

> Implemented national account blitz game plan used nationally to drive

incremental volume through merchandising and sales execution tactics.

Executed strong mentorship and development plans.

Frito-Lay, Inc. Plano, Texas

Product Manager, Marketing 1996-1998

Led foodservice/vending marketing teams to develop and implement club

channel, foodservice operator/distributor channel, vending distributor as

well as operator channel strategy and marketing/program details to field.

Developed channel strategy and delivered product packaging formats for

channels as well as data development, training and selling tools for field

sales teams. Managed group of five marketing managers focused by channel

of business.

> Developed and executed new packaging formats for club store channel to

drive $10,000,000 of incremental volume and enable senior management to

evaluate upside potential of club store channel.

> Created Subway/Tostitos Mexican menu concept and national product

launch to gain $3,000,000 of incremental volume in phase-1 launch.

> Developed and delivered national vend channel training/tools curriculum

in vend pilot training and train-the-trainer courses for frontline zone

sales managers. Executed first-ever vending trade advertising campaign

across vend channel trade publications.

> Created vending positioning strategy and corporate icon. Led task

force to enable company to hire custom data to track and monitor vend

channel sales data. Gained approval on first-ever foodservice

distributor street-business optimization plan.

> Designed foodservice positioning strategy and corporate icon.

Developed frontline sales manager strategy and tactics to achieve

foodservice channel optimization and drive incremental volume for 2009

and beyond.

> Established foodservice and vending business proposal process in

conjunction with marketing services to enable direct sales to operate

separate business functions versus retail proposal process.

> Pioneered Living Lab concept in five zones to provide product

performance testing and results at vending machine-level. Created

customer marketing agreements/field execution strategy for direct

foodservice, vending and club store channels.

> Delivered first-ever QSR summit to national account management team.

Utilized industry experts, agency and MRD consultants to formulate

strategies/game plans against QSR segment. Won ninth H.W. Lay Award.

> Developed trade programming for foodservice and vending channels,

delivered to field selling teams via boot camp meeting formats.

Instituted category consultancy approach to foodservice and vend

business.

> Designed marketing programs for two largest national account customers,

Canteen and Aramark. Developed joint venture with Jimmy Dean Foods on

packaged sandwich/chips concept incrementally delivering $5,000,000 in

1996.

> Delivered first-ever consumer insights to vend industry at National

Automatic Merchandising show.

> Served as prime mover on alliance vending machine joint venture with

Hershey, resulting in 12,000 orders for incremental vending machine

placements countrywide. Worked closely with Hershey to develop

proprietary vend share data.

ADDITIONAL EXPERIENCE

Business Development Manager, Atlanta, Georgia, 1994-1995. Held

responsibility for people leadership and sales strategy to achieve

gross sales plan, channel strategy as well as program development for

foodservice, vending and club channels. Managed key account and trade

development. Worked closely with national account sales managers to

provide strategy/marketing support in south division. Oversaw

division marketing strategy and execution. Served as consultant to

field business teams as well as headquarters conduit and operations

manager role.

National Account Manager, West Division, Los Angeles, California, 1992-

1993. Managed key national accounts in foodservice, club and vending

channels. Directed accounts for VSA, Inc., Leprino Foods, Pace club

stores and United Artist Theater chains. Developed and executed

national marketing programs with accounts. Led development of

national marketing programs to drive growth/market leadership with

vend operators and distributors as well as foodservice distributors

and operators. Represented company in PepsiCo Partners in educational

task force with Pizza Hut, Taco Bell, KFC and Pepsi representatives

for school lunch growth opportunities.

Area Sales Manager, Southern California, 1991-1992. Led largest

dollar volume/field personnel team in country with $30,000,000 in

sales and seven direct reports covering southern California, Arizona

and Nevada markets. Oversaw gross sales volume targets, people

development, sales development, marketing plan development and

execution as well as asset management and expense budget control. Led

plant logistics support and forecasting.

Area Sales Manager, Midwest, Minneapolis, Minnesota, 1990-1991.

Managed four direct supports in foodservice as well as vending

channels of business in Midwest markets of Minnesota, North and South

Dakota, Wisconsin, Nebraska and Iowa. Held responsibility for sales

volume targets, people development, sales development, as well as

marketing plan development/execution. Managed asset and expense

budget control as well as operations.

Territory Manager, Cleveland, Ohio, 1988-1989. Launched company

products into foodservice channel and covered vending business in Ohio

market area.

Ft. Howard Corporation, Region Manager, 1986-1987. Responsible for

sales of paper products and disposable foodservices products in Ohio

market.

Brown & Williamson Tobacco Corporation, Territory Manager, 1980-1985.

Responsible for tobacco product sales to retail and wholesale

customers in Southwest Ohio territory.

EDUCATION

Bowling Green State University, Bowling Green, Ohio

B.S., Business

CERTIFICATION

NAMA Executive Development Program, Michigan State University, 2002

PROFESSIONAL DEVELOPMENT

Various Frito-Lay and PepsiCo Training Classes

COMPUTER SKILLS

Microsoft Excel, Word, Outlook

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