LARRY R. GUTERMAN

Trabuco Canyon, CA *****

CELL: 949-***-**** e-mail: ac2a4k@r.postjobfree.com

MARKETING & SALES EXECUTIVE

Classically trained Marketing & Sales Executive with extensive experience in Consumer Packaged Goods. Broad base of experience with general management level expertise. Exposure to multiple channels including grocery, drug, mass, club, convenience, dollar, foodservice sold via DSD, distributor, direct. A strong cross-functional leader. Full P & L responsibility. Develop, execute and achieve strategic business plans. Set/attain large profit building objectives, strategies and tactics. Manage multi-million dollar budgets for consumer/trade marketing. Additional Sales/Business Development background calling major U.S. retailers & CPG companies. Skills include:

• Consumer Promotions

• New Product Development

• Line Extensions

• Package Design

• Media Advertising

• Pricing/Trade Marketing

• Collateral/POS

• Public Relations

• Market Research

• Digital/Social Media

• Nielsen/IRI

• Shopper Marketing

PROFESSIONAL EXPERIENCE

QPLES, INC – Trabuco Canyon, CA 2016 – Present

Business Development Manager (Sept-Present)

Calling on virtually all large and small CPG manufacturers in the U.S. selling digital coupons and media advertising. Developing partnerships with: retailers, complimentary web sites, non-CPG discount web sites. Developing Qples Digital FSI destination site and network. Identifying untapped revenue streams and new, proprietary ground-breaking services. CPG CONSULTANT – Trabuco Canyon, CA

ChefsBest, Sales Director (Apr-Aug)

5-month project pioneering ChefsBest 3rd party endorsement into retailer Private label products affording advertisable

“best taste” claims vs. national brands. Called on top grocery, mass, club, c-store chains in the U.S. Developed win-win,

“pays for itself” model for prospective clients while dramatically exceeding current ChefsBest client revenue potential. McCORMICK AND COMPANY, MOJAVE FOODS – Commerce, CA 2014 – 2016 Marketing Manager

Manage all marketing efforts for $100MM division of $4.2B worldwide leader in spices, extracts, flavoring. Primary focus toward Hispanic consumers. Full P & L responsibility across 7 primary brands and over 1,300 SKU’s. Responsible for new product commercialization team. Am part of 7-member Senior Management Leadership Team (MLT) among 300+ employees driving short/long term strategic plans.

• Executed SKU rationalization, product weight-out and price increases delivering over $2MM in added company profit

• Realigned promotional program focus and product assortment priorities to shift the mix of volume driving an additional

$850M in annualized profit.

COUPONS.COM, INC. – San Diego/Mountain View, CA 2010 – 2014 Sales Director

Responsible for business development driving new, incremental revenue sources from selling digital coupon and media advertising content across Coupons.com Digital FSI network. Call on CPG marketers and senior management throughout the U.S. Promotional placement also includes client’s own digital marketing internet destinations such as brand web sites, Facebook, Twitter, e-newsletters, banner ads, blogs, etc.

• Achieved “President’s Club” award given to top 20% of sales staff for exceeding quota each qualifying year

• Sold 88 all-new revenue producing clients to Coupons.com CHICKEN OF THE SEA INTERNATIONAL – San Diego, CA 2007 – 2010 Director of Marketing

Responsible for the most profitable product portfolio, salmon & specialty seafood accounting for 25% or $120MM in sales or 40% of company profit. Managed $20MM trade promotion budget directing spend down to account/SKU level with Sales Team & brokers optimizing category management business fundamentals. Led supply chain forecasting function. LARRY R. GUTERMAN PAGE 2

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• Reversed 3-year decline in sales, ACV distribution and market share in 2007, first 12 months of employment.

• Managed the only business segment to deliver 2008 profit plan, despite dramatic inflation of cost of goods and other expenses. Implemented multiple price increases, expanded distribution and launched new products. ADVANTAGE SALES & MARKETING, (PromoPoint Marketing Division) – Anaheim, CA 2004 – 2007 Senior Marketing and Sales Manager

Developed shopper marketing programs linking CPG suppliers with retailers to improve efficiency of spend. Responsible for selling programs to CPG suppliers. Executed and communicated results of programs to CPG suppliers. Tactics include TV, PR, consumer print ads, event marketing, FSI’s, loyalty programs, chain ads, TPR’s, displays, and demos.

• Worked full time in-house at Albertsons, CA headquarters becoming an extension to their marketing team. Carried an Albertsons title and business card. Ongoing interface with Albertsons senior management and Category Managers. Generated $5.5MM in co-op revenue for Albertsons.

DON MIGUEL MEXICAN FOODS – Anaheim, CA 2001 – 2004 Director of Marketing and Sales

Directed all marketing efforts for the company with responsibility for $118MM in revenue. Held leadership role in first ever development/execution of formal strategic business plans and brand strategy. Channels include grocery, c-store, mass and club. Primary focus was to rapidly accelerate growth into frozen grocery channel, both branded & PL lines. Responsible for Sales efforts in this channel calling on the largest food chains in the U.S.

• Developed new, Mexican appetizer line voted by Frozen Food Age and their panel of 250 customers as the 12th best new product among 750 launched. Product line accounted for $16MM of $26MM planned growth.

• Grew revenue by 13% in year 1 and 15% in year 2 exceeding plans. MAUNA LOA MACADAMIA NUT CORPORATION – Irvine, CA 1997 - 2001 Vice President of Marketing (1999 – 2001)

Managed all marketing efforts for the company’s largest division, North America. Distribution channels include food, drug, mass and club store channels. Full P&L responsibility for $60MM in revenue. Developed and executed strategic business plans. Interfaced with senior management to develop long and short-term corporate strategic direction.

• Held a leading role in drafting and disseminating the company’s mission, vision and core values.

• Repositioned the brand from niche/low revenue potential “Premium Nuts” to “Tropical Treats” broadening the competitive scope toward large revenue categories--candy, cookies, coffee/beverage, cereal, etc. Director of Marketing (1998 – 1999)

Developed and executed business plans on all North American products. Directly responsible for P&L, product development, package development, pricing, media advertising, consumer and trade promotions, public relations, collateral material and market research. Accomplishments include:

• Delivered 10% growth and increased market share by 7 points to an all-time high of 85% during first year.

• Launched numerous new products, including nation’s first macadamia offering in the baking nut category. PRESTO FOOD PRODUCTS – City of Industry, CA 1990 - 1997 Brand Manager (1994 1997)

Contributed to company growth from $25MM to $150MM. Developed and executed business plans. Managed marketing/trade promotion budgets to $6MM. Responsible for new products (Branded & Private Label), packaging, pricing, media advertising (TV/radio/print), consumer promotion, PR, collateral/POS, market research. Accomplishments:

• Introduced the Nation’s first fat-free coffee creamer of any kind. Licensed leading trademarks as flavor varieties including Kahlua, Mauna Loa Macadamia Nut, Di Saronno Amaretto and Almond Roca.

• Successfully defended flagship brand leadership position against competitive intros by Nestle’s Liquid Coffee-Mate and Rich’s Farm Rich Non-Dairy Creamer. Held dominant market share at two times competitive levels. Regional Sales Manager (1990 – 1993)

Managed food brokers and 8 direct sales reports. Called on major chains at headquarters.

• Delivered highest revenue in company history for 3 consecutive years. EDUCATION

B. A. Degree, Business Administration/Marketing, California State University, Fullerton, CA. Numerous continuing education business classes. Highly computer proficient. MS Office, SAP, Salesforce CRM, TQM/WCM trained.

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