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Regional Vice President of Sales

Los Angeles, California, United States
January 20, 2018

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Jason J. Keston

*** ***** ********, *** *******, CA 90005 323-***-****

Motivated and successful Executive Sales Director with a history of success pioneering high-growth products and brands, processing and logistics activities across large-scale and start-up corporate environments. Proven track record as a director of operations and of developing and executing business strategies that reduce expenditures, increase service-delivery capacity, and ensure customer satisfaction. Dynamic Sales Director experience leveraging extensive managerial and analytical experience in order to quickly develop new strategies for sales development, operational effiectiveness, and cost control. Currently seeking a position which will effectively utilize skills, abilities and areas of expertise as follows:

•Sales and Customer Retention

•Project Planning

•Profit & Loss

•Productivity Improvement

•Logistics Management

•Marketing Strategy


•Brand/Private Label/Co-Pack

•Sales & Product Marketing

•Driving Results

•Scrum Lean Management procedures.

•Food & Beverage Expert

•Efficient Logistics Planning

•Operational Planning

•Sales Growth

•Product Pioneering

•CPG Brand Development

•Ingredient/Commodity Sales

•Social Media (major platforms)


•Brokerage Management

•Retail/Food Service/Industrial

•Club Store Account

•Guerrilla Marketing Techniques

•Bakery & Deli Ingredients

•Inventory Control

•Process Improvement

•Operations Management


•Account Management

•Business Development

•Online Marketing

•Government Regulations

& Compliance, HACCAP


•Microsoft Office Suite

•Sales & Marketing Best Practices


(Schratter Foods, Inc.) Los Angeles, CA Nov. 2014 –

Regional Vice President & General Manager

•Responsible for a 120,000 SQ refrigerated warehouse facility, supporting the sales, marketing and distribution needs for customers in 15 western U.S. states. Managed the logistics of the facility including the fleet of company owned trucks and other equipment, Warehoused and processed over 750,000 lbs. of company product(s) per week.

•Responsible for a 15,000 lb. per day, cut/wrap room, using a hand-wrap, and vacuum cryovac process to cut cheeses into retail selling units.. Achieved a "best in class" cut/wrap program in support of our end user retail accounts.

•Performed multi-site management of a USDA, Homeland Security approved and 3rd party audited Bonded warehouse, for sales of food-stuffs for sale to the Cruise Ships (export), and Ocean Container freight vessels arriving/departing from all west coast U.S. ports.

•Spearheaded new working relationships with non-traditional customers, such as Starbucks, Wal-Mart, 7-11 and other new venues of product sales. Re-established selling relationships with multiple inactive customers, resulting in returning to the company, and leveraging customer relationships.

•Shattered net profit results from $1.5MM to $5.0MM within two years through design and implementation of high-efficiency cost-control strategies, and increased sales.

•Increased customer-order fulfilment rates from 86% to 99.3% while reducing inventory levels 35% within (3x) six-month period(s). Therefore, increasing invoice values, decreasing shortages, and total product shrinkage.

•Established a robust workforce, reduced overhead 20%, and increased profitability from 4.25% to 17.38% by executing multiple Best Practices initiatives to drive operational performance and accountability. Increase supplier funded trade spend, and an overall increase in product quality, through various Trade Craft handling methods, resulting in decreased shrinkage by 70%.

•Maintained excellent knowledge of FDA, USDA and Dept. of Homeland Security processes and procedures.

•General Manager overseeing sales activities of all West Coast Regional Sales Managers, and territorial commissioned Sales Agents/Brokers.

•Travelling throughout the territory, re-opening "in-active customers" back into weekly customers, through relationships, and market knowledge, and product introductions and promotions.

•Personal contacts and access with most West Coast Retail Distributor, Food Service Distributors, Headquarter Offices, Niche accounts, and Club Stores.

•Developed marketing strategies, campaigns, and product support vehicles to develop the sales/growth for new and mature brands throughout the territory. FSI's, In-store Coupons, Demo's, Cross-Merchandising, Social Media, resulting in to solid customer and professional acceptance of the product(s).

•Expert in retail and food Service sales, customer service, and customer retention throughout the western United States. Surpassed new customer count(s) in each year vs. budget.

(4Boys Gear, Inc.) Los Angeles, CA July. 2012 – Oct 2014

Vice President - Sales and Marketing (Branded Merchandise, CPG)

•Created with the Board of Directors a developing vision and strategic plan to guide the business back to profitability.

•Acted as a professional advisor for sales, on-line marketing and product selection to the Board of Directors.

•Developed an operational plan which incorporated goals and objectives that worked towards the strategic direction of the business.

•Ensured that business operations met the expectations of its customers. Improved timeliness of shipments, and quality assurance. Introduced sharpened compliance procedures for a better customer shopping experience.

•Increased sales by 180% by opening the companies first website, and introducing complimentary items making our online presence a full-line men's boutique store. Cosmetics, Household Products, Decor, Beach Ware, along with Jewelry, Skin Care, and other men's essentials (and CPG), as a way to up-sell the online visiting customer.

•Managed sales and general management processes for men's wholesale apparel, accessories, and personal Skin Care products via e-commerce wholesale and on-line platforms. Retail accounts, 3rd. party on-line retailers. Increased our drop-ship sales by 400% in the first year.

•Managed a large portion of the companies marketing needs, on-line media buys, SEO, and customer conversion metrics.

•Created a social media following of over 410,000 subscribers with products and services, and promotional offers featured in creative daily updates.

(Euro-Pacific Foods, Inc.) Los Angeles, CA July 2001 – June. 2012

Chief Operations Officer & Ex-V.P. / Stakeholder

•Founded a start-up business, and put in place all key elements, developing into a $9 million dollar per year company, focussed on the importation, distribution and sale of niche gourmet food products from western Europe, Canada, and local USA.

•Achieved year on year average growth of over 20% through extensive working knowledge of sales and marketing, supported by an understanding of standard accounting practices (GAAP), P/L and budgets.

•Headed up administrative matters; sales, marketing., customer service, and financial departments.

•Maintained quality assurance, motivated and educated our sales team with a focus on customer loyalty, quality, respect, product knowledge, and people driven relationships.

•Specialized in imported and domestic cheese, specialty cured and smoked meats (charcuterie), fish, condiments, confection and chocolate, bakery and other various perishable and non-perishable gourmet food items.

•Distributed over 650 SKU's to the independent retail, major retail and food service sectors, grocery stores, restaurants, hotels, golf clubs, sporting venues, cruise ships, and ship suppliers. Also, a supplier to multiple re-seller Jobber Houses, both local and interstate.

•Responsible for the company refrigerated warehouse, staff, and a fleet of 7 refrigerated trucks, and cargo vans for local distribution.

•A boutique food distributor specializing in imported cheeses, charcuterie, condiments, confection and chocolate, desserts, liquids and soda, grains, rice, raw meat and poultry, par-baked, bakery and bakery ingredients, and assorted food-service canned food goods.

•Managed an in-house team of sales manager's and regional 3rd. party brokers/agents.

•Advanced company sales from 1995-2005 +1050%.

(Schratter Foods, Inc.) Ontario, CA Mar. 1990 – June 2001

Western U.S. Division Manager

•Served as Senior Sales Manager for the U.S. import and marketing arm for the second largest food group in France (Bongrain-Sevencia), to develop their branded products of cheese, chocolate, butter, ingredients, and other types of dairy and food products for sale in the North American market

•Supervised all sales, inventory levels, distribution logistics, and profitability budgets for over 200 company branded items being sold to national and regional accounts such as Safeway, Sysco Food Service, U.S. Food Service, DOT, Trader Joe’s, major cruise lines, along with cross-border customers in Canada, and Mexico.

•Utilized warehouse facility for U.S. domestic sales, and managed the first Foreign Trade Zone (FTZ) warehouse in California for the sale of U.S. quota products for export including specialty food products, dairy commodities (butter), proteins and niche products such as UHT and UP foods products to U.S., Mexican, Cruise Ship, and Ship Chandelling customers.

•Set-up first fully integrated import Air Program, successfully importing highly perishable cheeses and food stuffs via commercial air transport for fast delivery to the end-user accounts. Allowing for highly perishable imported cheeses and dairy products to be sold from factory to customer table within 72 hours.

•Succeeded in developing the western U.S. territory into a highly respected, active and profitable marketing region for the company, establishing many brands as the #1 market leaders in my territory.

•Successful regional 3rd party broker manager, setting targets for each territory and providing needed tools to accomplish sales.

Education & Affiliations

Bachelor of Science in Business Administration- Alameda University: San Francisco, CA.

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