KEITH DeSHAZO

**** ******* **** ******* ■ Springdale, AR 72762 ■ AC 479-***-**** ■ adin51@r.postjobfree.com

Recognized Business Development Executive/Sales-Marketing Director

Executive Profile

Top-performing and accomplished Sales Management Executive with over 25 years of experience in the CPG food industry (specializing in proteins) building brands, designing private label campaigns, managing retail & food service sales organizations to drive growth and build share. Extensive work with Clubs, Military, Broadline Distributors and the Top 25 grocery banners. Continually demonstrates success in new business development, increasing brand equity, innovative and strategic marketing, and fact-based solutions delivering planned margins and company objectives while improving customer loyalty.

Core Competencies

Building Broker and Direct Sales Teams ● Broker Retail Merchandiser Training ● Category Management Strategic-Short & Long Range Planning ● Professional Presence ● P & L Acumen

Analytical Retail Link, IRI and Nielsen Interpretation ● Product Innovation/Development Supply Chain Logistics-DSD ● Purchasing & Procurement ● Merchandising Strategy

Professional Background

CITY OF SPRINGDALE, AR., ATLETIC DIRECTOR, PARKS & RECREATION, March 2017 to Current

Recruited and employed as acting Athletic Director for the city in charge of all adult and youth recreational programs, directing of all officials, facilities, leagues, tournaments, revenues, maintainence and safety and welfare of participants while operating in line with established budgets. Umpire-In-Chief working college and high school baseball and softball crewing 116 officials.

GRASSROOT SYNERGIES, PRESIDENT, November 2015-Current

Management/Consulting firm designed specifically to help with ongoing operations of consumer facing businesses to support operational, financial, sales and marketing needs and challenges.

Clients include: Three Bridges Consultants; Blue Ridge LP Equity; Global Enterprises, GLG Research; Tyson Foods; Mosaic LTD, Nature’s Premium, Creekstone Farms, and Pinnacle.

MAMA ROSA’S PIZZA, LLC, January 2013-October 2015

DIVISONAL MANGER FRESH & DELI-SALES & MARKETING, Central

“Turn Around” responsibilities for all sales and marketing functions inclusive of the P&L for Central division of the company. Assessment, redirection and design of “go to market” representation and marketing support programs for re-creation of the MMR brand equity. Volume accountability: $42mm in 16 major markets.

Served as retail merchandiser trainer for broker and direct sales force

TYSON FOODS, INC., 1994-October 2012

DIRECTOR NEW BUSINESS DEVELOPMENT-Consumer Products Business Unit All Channels

Developed and presented Private Label and National Brand business plans to Tyson’s internal divisions for delivery to external customer base for refrigerated, case ready and frozen value added. Responsibility for staff of product specialists serving as the liaisons between the product management group and the national account, contract supplier, retail, food service, distributors,

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club, military and K12 sales teams. Accountable for delivery of planned poultry and meat sales volume ($2.2b) established under the overall business plan.

Built “Own Brands” product portfolio distribution to an 80% ACV level in US retail grocery trade for year ending March 2010 including brands such as Sam’s Choice, Great Value, Kirkland and 102 retail and food service private labels.

Responsible for broker retail merchandising teams and resets with priority of placement on own brands and broker major principals

Collaborated with Wal-Mart senior decision makers in development and shelf placement of 17 new value-added beef, pork and poultry sku’s in 2012 resulting in significant EBITDA improvement for the division.

Managed team of category analysts and consumer insights teams in design and implementation of customer “needs analysis” centered around solution selling and demand projections.

PLUMROSE USA, 1991-1993

DIRECTOR SALES AND MARKETING-Consumer Products

Developed and managed national broker and direct sales organization with a $400mm budget.

Introduced the Dak-Plumrose brands to both Wal-Mart and Sam’s gaining national distribution within two calendar years. Merchandiser Category Captain for Wal-Mart Door 27 modules

MASH FOODS, INC., 1989-1991 VICE PRESIDENT, SALES & MARKETING

Served as an equity partner in $133mm ham manufacturing operation supplying retail and food service customers with snacks, deli products and smoked meat products throughout the Northeastern US, club and mass channels and Bentonville entry.

Expanded sales marketing area to entire Eastern seaboard with new distribution to customers such as Delhaize, Publix, Ahold & Safeway. Directed all broker retail sales teams on category POG

JIMMY DEAN MEAT CO. (Sara Lee)

NATIONAL SALES MANAGER, 1986-1989

Led both direct sales force and broker community to record growth four straight years

Took Jimmy Dean brand to #1 Nielsen share in the breakfast protein category

LAND O LAKES-1977-1986

REGIONAL SALES MANAGER, BUSINESS LEAD TEAM

Four state area sales manager developing new customers

Western US Zone Manager-roll out expansion lead of LOL to Western 13 states

Education-Professional Curriculum

TYSON FOODS LEADERSHIP COLLEGE, Instructor

NEGOTIATION PROGRAM, Harvard School of Business

THE MANAGEMENT PROGRAM, Jones Graduate School of Business, Rice University

BACHELOR OF BUSINESS ADMIN., Marketing, Stephen F. Austin University

POULTRY 101-Texas A&M

PORK 101-Iowa St. University

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