CEO & Sr. Marketing Executive
Resume:
accqf8@r.postjobfree.com
*Increased sales, share, profits and ROI for multinationals (Nestle,
Anheuser Busch), mid-cap companies (Chicken of the Sea, Ruiz Foods, MegaMex
Foods) and private equity (TSG).*
EXPERIENCE AND RESULTS
*MEGAMEX FOODS (MMX)*, Orange, CA
Oct. 2010 - Oct 2013
*CHIEF EXECUTIVE OFFICER AND PRESIDENT*
MMX Foods' businesses consist of La Victoria, Chi Chi's, Herdez, Don Miguel
and Wholly Guacamole.
§ Promoted to CEO of MMX Foods (the acquiring company of Don Miguel
Foods).
§ MMX is a Joint Venture between Hormel and Herdez Foods with nearly $600
million in annual sales.
§ Increased sales and share 3 times that of the industries in which we
compete (8% CARG).
§ Drove MMX to record sales and EBITDA levels.
*TSG CONSUMER PARTNERS PRIVATE EQUITY*, San Francisco, CA Aug.
2008 - Oct. 2010
*CHIEF EXECUTIVE OFFICER AND PRESIDENT (Don Miguel Foods - DMF)*
Turned around sales and profits and completed the successful sale to
MegaMex Foods.
§ Executed strategies and plans that increased sales 22% and EBITDA 90%
(via new products, improving purchasing and controlling overhead spending).
§ The sales and EBITDA turnaround increased the value of the company by
over 190%.
§ Cut long term debt by 56% and successfully sold the company to MegaMex
Foods.
*CHICKEN OF THE SEA INTERNATIONAL*, San Diego, CA
Jan. 2005 - Oct. 2007
*CHIEF EXECUTIVE OFFICER AND PRESIDENT *
Returned Chicken of the Sea to profitability and turned around sales and
share (after several years of decline).
§ Developed a strategic direction which positioned the company for
profitable growth by:
§ Repositioning existing brands and introducing new products into new
markets.
§ Outlining a blueprint for increasing competitiveness and long term
profitability.
§ Increased sales to $402 million (over 14%) in an industry with declining
sales by driving change that improved marketing spending, new products, and
supply chain efficiency (reduced inventories $15 million and unabsorbed
overhead in a 1,000 employee plant in American Samoa).
*RUIZ FOODS, INC Dinuba, CA
Jun. 2002 - Jun. 2004
*CHIEF EXECUTIVE OFFICER AND PRESIDENT *
Led Ruiz Foods through a period of significant sales and earnings growth.
§ Grew sales $81 million in two years to over $280 million.
§ Increased earnings (EBT) fourfold and improved ROS 52% by:
§ Trade spending effectiveness (reducing expenses by 1 point).
§ Overhead control (kept head count constant while expanding sales).
§ Restructuring debt (lowering the rate 2 points) and rationalizing
unprofitable SKU's.
§ Accelerating growth by leveraging Sales and R&D expertise into C-stores
and Foodservice.
§ Drove El Monterey brand share 20% to the number one Mexican frozen brand
(IRI).
*John P.
Signorino
Page 2*
*NESTLE USA*
Aug. 1992 - Jun. 2002
*VP/GENERAL MANAGER (David & Sons Division)*, Fresno, CA
Jul. 1997 - Jun. 2002
Drove sales, earnings and ROI in a highly profitable multi-plant division
of Nestle USA (with its own sales, marketing, finance, and operations).
§ Increased division earnings to $17 million, sales to $90 million and
from third to first in profitability among the Nestle St. Louis based
divisions.
§ Improved earnings 42% and ROIC 27 points by improving margins and asset
turns.
§ Expanded plant capacity by 14% without increasing capital spending or
head count via better forecasting, production planning and TQM/cross
functional teams.
§ Played key role in selling the David business to ConAgra for a
significant gain to Nestle.
*DIRECTOR OF MARKETING (The Willy Wonka Brands), *Chicago, IL Aug.
1992 - Jul. 1997
Renovated brands and implemented strategies that focused the company on
profitable businesses; this resulted in increased sales and earnings and
gaining additional brands from other Nestle divisions.
§ Drove divisional sales 10% (to $120 million) and earnings 17% for three
straight years.
§ Established strategies that turned around sales, improved margins and
reduced promotional expense. This increased the divisions ROS by 10 points
and return on invested capital to over 62%.
§ Redefined the Wonka brand and implemented new products, advertising and
public relations campaigns that significantly increased the business.
*ANHEUSER-BUSCH*, St. Louis, MO
Mar. 1982 - Aug. 1992
GENERAL MANAGER, RICE MARKETING & SALES
(Busch Agricultural Resources, Inc.)
Mar.1987 - Aug. 1992
Implemented sales strategies that turned an unprofitable division into a
consistent money maker.
§ Developed the strategies and products that turned an unprofitable rice
division profitable with record sales and earnings: 1990 ($4 million), 1991
($5 million) and 1992 ($6.2 million).
§ Directed sales and marketing with P&L responsibility for three rice
mills with $70 million in annual consumer, retail, industrial, food
service, B2B and international export sales.
§ Increased margins by developing industrial sales with Kraft/General
Foods, Quaker Oats, Nestle and a joint venture with an affiliate of
Mitsubishi.
*SENIOR PRODUCT MANAGER (Eagle Snacks
Division) *(Mar. 1982 - Mar. 1987)
Developed the product line and marketing plans for the Eagle Snacks (ESI)
national expansion. Eagle Snacks ultimately became the second largest U.S.
salty snack company (after Frito Lay).
§ Created packaging, advertising and promotional plans from test market to
the national introduction (ESI grew from an $8 million test to over a $120
million national snack company).
§ Established the product line and advertising for new products that
doubled ESI's share in the potato and tortilla chip market and increased
reach and frequency by over 33%.
§ Executed the copy and media strategies (TV, radio, print media) for the
Eagle and Cape Cod product lines.
*EDUCATION*
M.A., Business Administration, Webster University, St. Louis, MO
B.S., Marketing Management & Economics, Magna Cum Laude
Southeast Missouri State University, Cape Girardeau, MO
John Signorino
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