Sales Manager

Brian c. dean

DEAN ENTERPRISES, LLC

** ******* ******

PHONE: 310-***-****

CHATHAM, NEW JERSEY HOME: 973-***-****

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

Consumer Products executive with extensive experience in managing multi-

channel consumer product companies. Particular expertise in marketing, new

product development, sales and strategic planning.

Professional experience

Birds Eye Foods $ 1B Sales Private Equity Unit of Vestar

Capital 2007

Senior Vice President-Marketing, Research & Development

Rochester, NY

. Manage the development of $100MM STEAMFRESH, the IRI 2007 Top New

Product contributing to +30% revenue growth of the Birds Eye Brand

with over delivery of Plan EBITDA.

. Passed General Mills Green Giant brand to become #1 brand in $ 2B

frozen vegetable category.

. Established relationship with Northlich Advertising for creative

execution and media deployment for

a new advertising campaign based on new brand equity construct

successfully tested with consumers.

. Initiated development of a new $ 200MM strategic platform project for

Birds Eye Foods

. Developed a New Products pipeline for business expansion through 2010

extending the $ 500MM Birds Eye Brand from frozen vegetables to frozen

food.

Bays Corporation

2003-Present

Strategic Consultant - (Dean Enterprises Project)

Chicago, IL

. Work with the Bay family to enhance revenue, profitability and

organizational development.

. Supported capital investment in production lines and improved product

quality.

. Expanded distribution channels to include drug stores for added

volume and profit.

. Improved profit margins and reduced business risk within foodservice

channel.

Just Desserts

2003

Chief Executive Officer (Dean Enterprises Project)

Oakland, CA

. Sold the premium natural dessert company to Triple C, a San Francisco

based baking company.

Ecce Panis -$ 25MM Sales -Private Equity Unit of J P Morgan Partners

2002

President/Chief Executive Officer

Carlstadt, NJ

Reported to Board of Directors including Managing Director of JP Morgan

Partners who owned 79% of company.

. Hired by J P Morgan Partners to take the frozen natural artisan baking

company to $ 100MM sales.

. Built a new $12MM plant for expansion while gaining category lead

relationship with key chains.

. Sold the company to a Texas investor group for 1.2X trailing sales

earning a transaction bonus.

. Established Dean Enterprises for strategic consulting to privately

owned food companies.

Sara Lee corporation - $17 Billion Sales

1997 - 2001

Sara Lee Fresh -$ 150MM Sales (Sara Lee Bakery Group)

Vernon, CA

Executive Vice President - Marketing, Business Development and Sales

(2000-2001)

Promoted to Executive Vice President gaining formal responsibility for

Sales and Business Development.

Direct reports included Vice Presidents of Sales and Marketing plus a

Director of Business Development. Reported to President of Sara Lee Fresh

with P&L responsibility for division.

. Focused company mission on Specialty Breads, growing the volume by 50%

in two years.

. Planned and implemented a strategic shift from Albertson to Safeway

and Costco, accelerating sales growth and leading to a national

contract with Safeway warehouse expansion outside of our 31% ACV

Direct Store Delivery (DSD) area.

. Generated sales growth of 17% in FY'01 despite reduced marketing

spending through foodservice focus including regional school bid

business leveraging our route distribution system.

. Coordinated Sara Lee Brand media plans and brand equity research with

Sara Lee Frozen Bakery unit and Foote, Cone, Belding agency including

license for "Looney Tunes" with Warner Brothers.

. Established business development group with responsibility for

identifying and evaluating acquisition candidates leading to

acquisition of $2.4B Earthgrains and creation of Sara Lee Bakery

Group.

Vice President - Marketing - $100MM Sales

(1997 - 2000)

Reported to President of Sara Lee Fresh with P&L responsibility for fresh

business representing 95% of division sales. Managed a Marketing Director

and two Assistants including responsibility for the Key Account Group and

senior trade relations.

. Enhanced earnings turnaround through significant improvement in

product mix beating Plan in 2 of 3 years

. Segmented Sara Lee Bagels for category growth adding 3 new bagel lines

and gained 17 brand share points in two years to 42% in SLF

distributed markets and 18% share in U.S.

. Gained major sales increase through two new fresh warehouse customers,

Wal-Mart and Kroger, with dedicated key account managers based in

Bentonville, AK and Cincinnati, OH.

. Leveraged new bagel lines with PL co-pack,distribution and space

contracts in Safeway, Albertson and Kroger accounts leading to

category dominance vs. Thomas' in every market save one.

. Won top New Product Award from Sara Lee Corporation for the launch of

Sara Lee Bagel Shop Bagels.

. Identified, negotiated and acquired Alfaro's Artisan Breads and A La

Francaise ($18 MM sales) to expand business in natural bread category

with SLF geographic expansion to the Northwest. Added natural

retailers such as Whole Foods and Wild Oats to Key Account Group.

. Leveraged the acquisitions by developing and launching Sara Lee

Artisan Bread line in Southern California, challenging Best Foods in

the premium bread arena. Achieved 15% share in first year, expanded to

Northwest and Arizona markets in year 2.

. Exceeded plan sales and profit, resulting in sponsorship by

corporation as its "growth engine."

Bestfoods INC -$8.3B Sales

1985 - 1997

Bestfoods Baking - $1.7B Sales

Marketing Director -Oroweat Foods, (Western Region) $750MM Sales Los

Angeles, CA (1996 - 1997)

Reported to the President of Oroweat Foods and the Vice President of

Corporate Marketing responsible for the successful integration of

corporate strategy with field general management. Directly managed the

$25MM marketing budget for Oroweat Foods including advertising,

promotion, new product development and marketing research with four

Marketing Managers and Assistants reporting to the position from the

Northwest, California, Midwest and Southwest market areas.

. Managed the Safeway Category Optimization Program for the baked goods

segment with Sales and MIS leading to the capture of the primary

vendor relationship with a critical customer.

. Expanded development of the Francisco French bread brand into the

Hispanic segment adding Bollilos rolls and the addition of a sourdough

enzyme to the line for added shelf life and reduced stale.

. Managed the English Muffin segment (Thomas and Oroweat brands) for

profit through sharply reduced promotion and consolidation of business

onto Entenmanns routes. Thomas profit on West Coast increased from

$200M to $ 4.3MM.

. Launched eighteen Entenmanns "hand held" snack and convenience

products in the West, including Cinnamon Rolls developed on the West

Coast. New products represented 38% of brand volume for the region

after two years. Category volume trends reversed in the key California

market.

General Manager - Brownberry Natural Foods, (Midwest) - $65MM Sales

(1992-1995)

Reported to the Vice President of Business Management in Fairfield, NJ

managing a; Regional Sales Director, Plant Manager, Operations Manager,

Market Area Controller, four Division Sales Managers and a Marketing

Manager. Responsible for the Market Area P&L.

. Achieved Plan volume goals with 13% compounded profit growth yielding

a 15% ROS.

. Broadened usage of principal SKU, Brownberry Natural Wheat Bread,

increasing sales and sharply reducing fresh returns. Volume grew +15%

achieving record volume for business.

. Added foodservice channel including Sysco for broader sales base.

. Expanded Brownberry's advertising reach, frequency and cost efficiency

through addition of new markets and change in day part mix working

with North Castle Partners. Advertised markets grew +7% vs. +.2% for

unadvertised markets with similar promotion calendar.

. Developed and launched Brownberry Natural Bagel line, Natural Sandwich

and Hot Dog Rolls adding $6MM in sales to franchise.

. Expanded production capacity to handle growth eliminating a co packer

and raising gross margins.

General Manager - Arnold Foods (Southeast)-$30MM Sales

(1991-1992)

Reported to Vice President Business Management in Fairfield, N.J. managing

a Regional Sales Director, Plant Manager, Area Controller, two Division

Sales Managers and a Marketing Manager. Responsible for Market Area P&L.

. Exceeded Plan profit goals, matching Plan volume goals while improving

cost efficiencies at bakery, greater store service frequency by

company salesmen, and an aggressive R&I program for fixed cost

absorption.

. Profit on distribution of Kraft owned Entenmann's brand reversed from

$ 300M loss to $ 200M profit.

Product Manager - Arnold Foods -$78MM Sales Fairfield, NJ

(1988 - 1990)

Reported to Group Brand Director for Arnold Foods following its merger into

Bestfoods Baking (Thomas').

P&L responsibility for Arnold Growth brands (Bran'nola, Bakery Light,

Outdoor Rolls, And Dry Products.)

. Exceeded Plan volume and profit goals all three years.

. Re-positioned Bran'nola Natural Breads for family usage through

addition of enzyme for softness, new TV ad campaign with North Castle

Partners and major tie-ins with Hellmann's and Skippy .

. Reversed decline of Arnold Stuffing through new flavors, new packaging

and tie-in to Ocean Spray Sauce

. Marketing Assistant/Associate Product Manager - Thomas English

Muffins, (1985 -1988)

Reported to Senior Product Manager, Thomas English Muffins - $150MM Sales.

. Planned and executed Thomas' promotions including tie-ins with Ocean

Spray, Smuckers and Dole Juices.

. Assisted in development of Thomas' TV, Radio and Outdoor advertising

programs with Young & Rubicam Developed and tested a Hispanic program

for Thomas' in New York and Miami through Y&R Bravo. Program including

a 30 second TV spot, radio and in-store merchandising for bodegas.

Test was then successfully expanded to include Los Angeles.

. Managed a $ 22 MM Marketing budget.

Chase Manhattan bank

(1982 - 1985)

New York, NY

Assistant Treasurer

Financial Institutions/Real Estate Finance

Managed bank relationships with 17 large banks with over $1B in assets in

Rocky Mountain Region.

Completed the one-year Chase Credit Development Program.

Program included financial analysis, industry specialization, risk

assessment and portfolio recommendations.

Oroweat Foods - $350MM sales

(1979 - 1981)

Dallas, Texas

Route Sales/Distribution Manager

Responsibilities included managing company-owned routes and sales depot in

North Texas.

Production/Transportation Manager

Managed Mix, Bake and Packaging departments within plant including product

transportation to sales depots.

Education

American Graduate School of International Management

May, 1982 Thunderbird

Campus, Glendale, AZ.

Masters in International Management - Foreign Language: French

Clark University

June, 1979

Worcester, MA

Bachelor of Arts: English Literature- Sport: Crew Team

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