Director of Sales

MARK WILLIAMSON

647-***-**** ****.****@*********.** https://linkedin.com/in/markswilliamson

Award Winning Retail and Foodservice Senior Sales Executive

Profile

High performance, results driven senior Sales Executive with an extensive record of achievement and

demonstrated success driving multimillion dollar sales growth while providing sales leadership in highly

competitive retail and foodservice Canadian and US markets. Strong business acumen with the ability to

execute a wide range of sales and marketing strategies designed to increase market penetration, market

presence, increase revenues and profitability. Utilizes keen analysis and insights and team approach to add

value to help solve customer challenges. Possesses determination and unique skills that create a value

added competitive advantage and drive sales and margins. Proven performer who moves easily from vision

and strategy to implementation and follow through.

Core Competencies

Forecasting, Budgeting, Cost Control

People Development and Talent Management Team Leadership

Strategic Alliances, Partnership Building

Major Account Development

Key Client Retention

Pricing Strategy and Product Introductions

Solution Selling Strategies

Professional Experience

Pineridge Bakery ( Oakrun Farm Bakery and Gourmet Baker),

2010 2014

Acquired by ARYZTA in April 2014

Director of National Accounts – Loblaw Companies Ltd.

Accountable for revenue growth and profitability targets for all national discount and market division banners

for Loblaw Companies. Managed 5 legacy product platform categories valued at $30M, driving $12.2 M in

incremental annual sales.

Mark Williamson Page 2

Executed a strategic turnaround plan to reverse a $10M deficit in sales. Executed an aggressive product

pipeline plan in collaboration with category management teams; successfully launching an unprecedented

27 new PC branded and private label products to revive distribution base.

Won new business valued $3.5M from previously sourced Weston Bakery.

Overachieved 2013 total sales target by +1.0%; tripled profitability.

Leveraged Toolbox data to drive distribution of new listings.

Raised profile of company within LCL and LBL by creating credibility as a quality vendor and forming

strategic partnership, while maintaining exacting product specification standards.

Implemented strategic price adjustments to drive profitability and secured 11% EBITDA.

Effectively managed a $1M trade budget reducing and stabilizing total trade spending by 1.5%.

Based on strong relationships and category knowledge, established organization as a valuable consumer

insight and market trend resource. Worked closely with internal enterprise wide teams to execute

programs from initiation to in market execution.

Pineridge Foodservice 2006

2010

Director of Sales

Lead and directed the national broker network that grew total distribution channel business over 19%.

Negotiated and managed national programs with Sysco, Gordon Food Service and AFD. Generated

$200K in savings with the implementation of astute trade spending controls.

Successfully lead all RFP submissions with Compass Group, Aramark and Sodexo securing ongoing

contractual supply agreements with all – without increasing program commitments.

Secured chain account support with Prime Restaurants, Via Rail, and Imvescor that yielded incremental

annual sales of $500K.

Spearheaded a foodservice new product innovation and launch cycle/plan to formalize seasonal market

ready programs/product information. The initiative was aligned with our customers’ activity calendar,

improved operational efficiencies and resource planning.

J.M. Smucker Inc. Formerly Robin Hood/International Multifoods Inc. 2003

2004

Senior Director of Sales, Loblaw Customer Team Member

Directed, coached and mentored a 13 member team in a matrix organization. Sales increased 14% and

revenue reached $60M.

Negotiated and secured Preferred Vendor Status on Robin Hood Brand Flour with Loblaw additional

accounts to secure sales commitments. Increased category share by +10%.

Met or exceeded fiscal volume forecasts across all product families, (+4% overall) despite category

declines. Recognized for exceptional achievement in mature categories.

Managed $16M in trade spending and selling expenses of +$750K; 100% on budget.

International Multifoods Inc., Commercial Condiments Division 2000

2003

Director of Sales – Bick’s Foodservice

Designed and executed a new sales/marketing infrastructure and Distributor Program for the repatriation

of Bick's $50M Branded Foodservice Condiments business from Kraft Foods. Executed a seamless

transition and maintained 100% uninterrupted business continuity.

Improved segment profitability for Bick’s Brand and Private Label segments of U.S. sales (+17% and +3%,

respectively). Success based on quality assurance, production and supply chain proficiency.

Recruited and trained a national team to support $50M business.

Forged co operative relationships with the largest QSRs (McDonald’s, Wendy’s, Burger King, Subway)

and dominant retail accounts (Loblaw, A&P (Metro), Wal Mart) in both Canada and the U.S.

Grew Canadian operator volume by +2% despite challenges faced with plant consolidation.

Gained new business: A&P in U.S., Dairy Queen and Gordon Foodservice in Canada.

Robin Hood, International Multifoods Inc., (Commercial and Consumer Divisions) 1996

2000

Director of Sales, Foodservice and Retail

Managed Retail Merchandising Team as well as Loblaw, A&P, and Sobeys accounts.

Pioneered Display Ready Pallets (DRP’s)

Prior to 1996 held progressive roles within Sales and Marketing as Senior Account Executive, Account

Executive, Assistant Product Manager and Sales Representative.

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Education

McMaster University

Bachelor of Commerce Degree

Recognition and Awards

Mark Williamson Page 2

Recipient of Regional Diamond Club Award,

International Multifoods Chairman’s Circle Award

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