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Sales Manager

United States
February 27, 2015

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Lazaro R. Martinez

**** **** * ***** • Hialeah, Florida 33012

Phone 305-***-**** • Cell 305-***-**** • E mail


To obtain a challenging position where I can utilize my knowledge and leadership experience in general

management and sales to create new business and increase sales in existing accounts.


I am a proven leader with vast experience at district and regional levels. Abilities in the following areas:

Corporate Presentations, General management, Marketing, Broker Management, Managed Sales Teams,

Promotional and Ad Scheduling including Cross Promotions & demos.

Areas of Expertise

Generating leads / Sales forecasting / Delegating skills / Decision maker / Event planning /

Store management / Driving revenue / Stock management

Nature’s Sun Nectars April 2013 present

General Manager

Responsible for P&L

Set and manage all budgets for retail and warehouse

Forecast all inventory

Negotiate all pricing with manufacturing plants and carriers

Handle the importation and logistics of product from different countries and continents across the globe

Presentations at corporate level

Prepare sales and marketing strategies/cross promotions

Responsible for all sales including Publix, Sedanos, Wholesalers and distributors throughout the Southeast

Supervise all sales and retail team members

Iberia World Foods Inc. / April 2010 April 2013

Business Development Manager

Oversee 13 million dollars in sales yearly

Oversee 7 supervisors, 25 salesmen and reset team

Oversee all sales and promotion schedule of entire Beverage line. Cross promotions into different categories.

Set goals and Sales strategies for the entire Beverage Line of 60 sku’s

Manage sales and marketing for Publix, Winn Dixie, Sedanos and Wal Mart

Manage and set budget for all accounts

Forecast yearly inventory

Webeco Foods/General Manager October 2007 April 2010

Largest Cheese Importer in South Florida

Oversee12 Million dollars in sales yearly

Manage 14 sales men and 4 supervisors

Synchronize all promotions at retail for the entire state of Florida

Set and manage cost to brokers and distributors

Accounts managed: Publix, Winn Dixie, Costco, Sedanos, Wal Mart, Anco, Quirch, and Associated Grocers

Execute trade shows in the U.S., Germany, South & Central America

Forecast product inventory

Manage DSD distribution center in Miami, FL

Conchita Foods, Inc./Account Manager April 2001 October 2007

Second largest Hispanic grocery distributor in the state of Florida

Account Manager: Publix, Winn Dixie, Albertsons, Sedanos and Wal Mart


Forecasting product movement

Responsible for short dated products and fire sales

Manage promotional forecast

Maintain and manage sales for the state of Florida

Set route distribution

Oversee 500 sku’s in distribution

Yearly sales exceeding $14 million dollars

Supervise 3 District Managers, 20 Sales People, 10 Merchandisers,

1 set Coordinator and 3 set Merchandisers

Set goals and sales strategies for all salesmen and supervisors

Marketing: Demo and Ad promotions at Corporate and store levels. Input new planograms into Winn Dixie, Publix, and

Albertson’s Supermarkets

Accomplishments: Authorized over 250 new items to Publix Supermarkets. Responsible for creating new accounts at

Winn Dixie Supermarket, Big Lots and 99 Cent Stuff. Authorized over 100 new items at Albertson’s Supermarkets.

Authorized and implemented new Brazilian, South American and Mexican lines into Publix and W/ Dixie

Iberia Foods Salesman / Reset Manager September 1996 –April 2001

Managed sales route with over 10 accounts

Order / rotate product

Re sets

Manage reset team

Implement new items to plan o grams

Accomplishments: Increased distribution and sales in stores from $600,000 to $1 million in sales per year. Promoted to

Reset Manager. Managed Reset Team for Publix, Winn Dixie, and Independent Supermarkets in South Florida.

Delta Distribution Business Owner September 1985 September 1996

Manage distribution of merchandise for ten different accounts in South Florida. (non grocery)

Opened all accounts by cold calling

Maintain receivables and payables

Inventory control


Federal License for Airframe and Aviation Power plant

George T Baker Aviation School: Aviation Power plant degree.

George T Baker Aviation School: Airframe

Windows Operating Systems and Microsoft Office Suite /Internet Knowledge

PC 73 Publix system


Winn Dixie system


Bilingual: English/Spanish

Excellent References Available Upon Request


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