Sales Manager

Denise M. Michalik

Food Marketing Professional

PO Box 187 Byron Center, MI 49315

616-***-**** abnvp9@r.postjobfree.com

Food marketing executive with over 15 years experience in branded and store brand product development, merchandising, cost reduction,

leadership, and innovation. Seeking opportunity to use sales and marketing experience to drive sales in an innovative food company.

CORE COMPETENCIES

Financial Acumen .Farm to Fork Product Knowledge .Product Management Business Development .Product

Development/Innovation .Positioning & Segmentation .Strategic Vision & Planning .Situation/Opportunity

Analysis .Consumer & shopper Insights .Strategic Vision and Planning

Professional Experience

Marketing Manager, Western Michigan International 2007 to present

Designed the architecture of the marketing department to generate demand and maximize sales. Developed and implemented promotional

strategy and marketing plans to assure profitability of products and services. Developed budget with P&L responsibility for all business

units. (CRM, Lead Generation, Search Engine Optimization)

• Developed segmented parts and service programs to regain market share delivering over $50,000 in incremental sales.

• Developed a strategic launch plan for the new International DuraStar Hybrid. Generated six new customer leads forecasted

to bring over $500,000 in sales.

Brand Manager, Cargill Meat Solutions 2007

Developed and executed marketing programs to build demand for Excel Fresh Beef Products. Analyzed market conditions and competitive

positions, developed consumer and trade communication to build brand equity. Developed and executed the marketing budget. Effectively

managed, motivated, and communicated with agencies to produce branding strategies and communications. Managed projects to lead

cross-functional teams that included procurement, sales, R&D and culinary.

• Developed the “Cordelico” brand, product position, and pricing strategy bringing incremental volume and increasing the

overall GPM by 10%. Responsible for all brand imagery and promotional materials to include point of sale and sales force

product presentation materials.

Retail Marketing Manager, Elopak, Inc. 2005 – 2006

Developed go to market strategies to separate technical aspects of the filler machine business transitioning to a solution based consumer

centric packaging organization. Planned, organized and executed sales and marketing activities for the US, Canada and Mexico.

• Positioned new “Curve’ gable top packaging in a higher margin segment. Target accepted the package for their fresh

organic milk and juice line. Forecasted to bring over $200,000 in sales.

• Appointed to Corporate Marketing Board, (Norway). Objective to integrate European packaging concepts to the Americas.

Sales/Marketing Agent M.R. Sales International 2001–2005

Owner of a sales/marketing and sourcing company of imported food products targeted for store brands. Responsible for new product

positioning, pricing strategy, brand identity, and distribution. Sourced new products for defined opportunity gaps and targeted customer

segments. Pioneered new products with complete responsibility of creating and executing product launch, promotional plan, and trade

spending.

• Grew import business to $800,000 over two years by targeting specialty lines and positioning as store brands.

• Executed new HEB Own Brand “Harvest Moon” launch. Used category management contributing to over $1,000,000 in sales

within three months.

• Developed business by meeting tight product specifications reducing seed count and peel of Spanish mandarins for ingredient

used by Hagan Daze Ice Cream. Brought in over $200,000 in sales.

• Pioneered new distribution of “Anna’s Herbs” natural specialty herb accepted by Meijer. Developed and executed

promotional plan that expanded distribution from initial 25 stores to over 100 stores.

Denise M. Michalik

Food Marketing Professional

PO Box 187 Byron Center, MI 49315

616-***-**** abnvp9@r.postjobfree.com

Regional Sales Manager, Norpac Food Sales, Lake Oswego, OR 1999 – 2001

Marketed and sold branded and store brand canned and frozen fruits and vegetables. Developed innovative value added products to meet

consumer trends. Managed and coordinated logistics, packaging design and inventory, culinary, R&D, promotional planning, analytics,

trade spending, broker management, and reconciliation.

• Developed Hy-Vee’s frozen store brand meal starters defining new technologies with R&D and culinary. Brought to over

$200,000 in business.

• Defined new product opportunity by positioning new innovative products. Awarded Roundy’s frozen potato brand. Brought in

$1,500,000 in new business. Added two new SKUS to the product mix.

• Sold five SKUS of organic frozen vegetables to Kroger defining the market situation, the opportunity in relation to consumer

insights and trends.

• Awarded over $1,500,000 in new vegetable business for Kroger’s western divisions by positioning total product mix offering

including new value added items to offset commodity-based products.

Sr. Business Manager, Daymon Associates, San Antonio, TX 1996-1999

Directed all sales and marketing efforts developing and executing promotional and merchandising plans. New product development from

ideation to shelf, managing cross-functional teams: culinary, packaging design, R&D, and quality assurance. New product development to

include product positioning, market and consumer segmentation, and pricing strategy. Catalyst for international outsourcing and cost of

goods management. Managed Mexico initiatives to include export, import compliance, marketing planning and promotion.

• Developed HEB’s “Mexico Own Brand” Sales and Marketing Strategy “Descrubra l’differencia” which increased HEB’s “Mexico

Own Brand” penetration by 50%.

• Facilitated and directed consumer sensory panels for flavor profile identification that included focus groups to obtain

qualitative and quantitative data across multiple categories. Reformulated refried beans to meat demographic flavor profile

which increased market penetration by 20%.

• Product development to include product positioning, pricing, consumer segmentation, and promotion.

Regional Sales Manager, Honee Bear Canning, Lawton, MI - 1993-1995

Family owned business with over 60% market share of store brand canned asparagus. Managed both branded and private label broker

network. Commodity based sales, processing, Q/A, packaging, and distribution.

• Using consumer trend analysis and product usage alternatives, sold store brand asparagus to HEB, Jewel, Acme Markets,

Roundy’s, Federated Foods, and IGA. Totaled $10,000 in incremental sales.

• Identified a new freezing process to supply a restaurant quality asparagus side dish that was accepted by Rykoff-Sexton for

nine west coast divisions. Brought in $250,000 in new business.

National Sales Manager, Zenith Data Systems – Buffalo Grove, IL 1990-1993

Manages and Sold desktop. Laptop and computer peripherals to key accounts

Key Account Manager, Ralston Purina Company, Lansing, MI 1985-1990

• Achieved 100% new product acceptance at all key accounts.

• Increased Dominick’s dog food category share 71% by adding four new items.

• Developed marketing plan to fend off competitive entry into the Chicago market. Gained 66% acceptance by key accounts.

• Grew Certified Grocers sales of Dog Chow by 57%. This was their largest purchase in four years.

• Awarded “Salesperson of the Quarter” for two quarters for having the highest acceptance new products by key accounts.

• Selected out of 52 Key Account Managers to assist training for corporate based interns.

EDUCATION

Western Michigan University, BBS, Marketing, (major) Advertising (minor)

Current - Regis University, MBA Marketing, Anticipated, Graduation February 2010

Current- Ohio State University, Food Science Certification, Completion 2009

COMMUNITY ACTIVITIES

Clean Cities Coalition - Marketing, Education, and Communications Consultant

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