Areas of Expertise:
• Sales Management • New Channel Creation • Business Development
• Product Development• Talent Development and Recruitment
• Marketing Programs • Territory Expansion • Strategic Partnerships •Full P&L Accountability • Multi-Site Development and Management
• POS Development • Inventory Reduction Strategies • 3-tier Distribution
• DSD Networks • Sales Forecasting
Jo-Jo’s Bakerie and Sweet Shoppe 2014-PRESENT
Director of Sales/Marketing
Develop and implement strategic marketing plans that produced a sales increase of 37%.
Worked with client on several projects, met their expectations and increased revenues by 33%.
Develop and implement strategic marketing plans, sales plans and forecasts.
Plan and oversee advertising and promotional activities.
Develop and recommend product positioning, packaging, and pricing strategy to produce the highest possible long-term market share.
Guide preparation of marketing activity reports and present to executive management.
Direct market channel development activity and coordinate sales distribution by establishing sales territories, quotas, and goals.
Direct product research and development.
CLOUD B (Toys and Gifts) 2013
Director of Sales, U.S. Specialty Division
Created and grew Specialty Portfolio, comprised of more than 3,500 independent and Specialty retailers across the country; led a 12% increase in new accounts.
Developed an expert team of consultative sales reps responsible for a 30% increase in upsell opportunities.
Secured key accounts throughout the country with retailers like Kitson LA, Hallmark Corp., Kirlin’s Hallmark and The Paper Store.
Identified overspend in freight charges; implemented changes which represented a .2% savings.
Produced and rolled out 3 marketing programs for 3 buying groups resulting in an average sales increase of 30%.
Created products for Cloud B and developed new fixtures which freed 50% of retail space, designed for use at POS.
Reduced travel and tradeshow spend through sales rep budget revision, policies and guidelines.
Launched new tradeshow format and programming which increased new accounts to 20-25/show and represented a 5% increase in related sales over last year.
Created sales and budgets for company; won C-Suite approval for program expansion.
PROFESSIONAL EXPERIENCE (CONT’D)
INTERSTATE BAKERIES 2012-2013
District Sales Manager
Hired as District Manager Trainee and immediately promoted to Lead District Manager to stabilize the depot, decreasing returns and increasing revenue.
Developed a team of 36 sales reps with 12 direct reports at the company’s largest distribution facility in California.
KONA DEEP BEVERAGES 2007-2012
Business Development Consultant
Conceptualized and implemented marketing plan for a West Coast rollout to include pricing, POS, marketing materials, projections, and authorizations.
Secured key accounts prior to brand launch with retailers like Marukai, Nigiya, Arco AM/PM, Lassen’s, Mitsuwa and Costco with Road Shows.
Secured authorization with the Commissary via a broker network.
Launched quarterly incentive competitions for Sales Managers and Route Sales Reps which helped boost morale and lower team attrition.
Managed a DSD network of distributors as well as manage 5 direct outside sales representatives.
D.J. JOHNSON 2004-2007
Developed pricing strategies for products to be marketed, balanced the goals of the firm with customer satisfaction.
Directed the hiring of advertising, promotions, and marketing staff and oversaw daily activities.
CALIFORNIA BEACH NATURALS BEVERAGES 2001-2004
Played key role in the creation and launching of the brand Thirst Wave®, Thirst Water®, and 4 Beach Only ® for the greater Los Angeles and San Diego markets.
Secured major distributors/sub-distributors in target markets and managed them accordingly.
Identified opportunities for two (2) line extensions: sourced production facilities, oversaw labeling, production, POS, DSD pricing structure, and the marketing decks.
Spearheaded the production of the 2003 US Surfing Championships® in Oceanside, California, which was attended by more than 250,000 people over a nine-day period.
Managed DSD network, a sales force, warehouse, and driver personnel.
HANSEN’S BEVERAGES 1999-2001
Regional Sales Manager
Augmented territory sales volume and secured valuable new product placement by managing major regional accounts such as Gelson’s, Jon’s Market, Vallarta, Northgate, TreSierras, Arco AM/PM, KV Mart, Kwik Shop/Dillon’s, 7-11, Schnuck’s, and Quik Trip.
Implemented shelf schematics and merchandising of products according to company brand standards which produced an average of 2-3 new SKU’s per account.
DSD Management of a network of distributors.
Successfully implemented the strategic sales and market-level plans for the alcoholic brand (Hard “e”) as well as the non-alcoholic portfolio through wholesale distributors in the United States.
ADDITIONAL SKILLS, EDUCATION & CERTIFICATIONS
McMurry University, Abilene, TX BACHELOR OF BUSINESS ADMINISTRATION, Finance
Bi Lingual – English/Spanish
Life, Accident, and Health License#: 0I85594 Exp. 4/30/2016