Sales Representative

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BRIAN NEWLAND

**** ******** **** **, ******, Ohio 44256

330-***-****, *******@*****.***

SALES MANAGEMENT PROFILE

Accomplished CPG executive with 20 years of leadership experience in Private Label and Branded sales. Multi-Channel experience: Retail, Drug, Discount, Club and Foodservice Proven record in developing sales team capabilities and organization. Extensive experience in P&L statements, new account penetration and business development initiatives. Highly regarded as a strong motivator, leader, mentor and problem solver.

*Business Development *P&L Management *Top Line Revenue Generation

*Multi Channel Experience *Trade Management *Solution Selling

*Sales Team Development *Strategic Sales Planning *Key Account Management

*Category Management *Forecasting management

PROFESSIONAL EXPERIENCE

SHEARER’S FOODS, INC Massillon, Ohio

Shearer’s Food is a $1.2b, private equity company with 11 manufacturer plants across US and Canada. Shearer’s is a full line manufacturer of potato chips, tortilla chips, popcorn, extruded product, cookies and crackers for many of the largest retailers and contract customers in North America.

Senior Vice President of Retail Sales 2011 – Present

Responsible for $350M of total revenue in Grocery, alternate channel, QSR, FS and Club accounts. Responsible for both private label and branded salty and cookie cracker business across entire US as well as Canada.

Developed and lead a team of 12 associates responsible for all areas of sales functions including, P&L, category management, innovation, trade spend, forecasting, budgeting and revenue growth.

Led commercial team in exceeding budget and beating previous year sales for last 5 years showing 10% growth year over year.

Member of Commercial Leadership Team that established goals and direction for the entire sales organization. Functions included, cross functional collaboration with operations, procurement and forecasting teams to ensure company objectives were being met.

Member of acquisition team that was involved in all aspects of 3 major company acquisitions as well as sale of multiple brands.

Worked directly with major national retailer such as Kroger, Target and Safeway to secure over $90M of new business.

Oversaw and led the Kroger team that was responsible for $72M of Revenue and brought on an additional $25M of salty snack food business for Kroger private label brand. Worked exclusively with VP, Director and Sourcing management to help secure business. Assisted on calls with all divisions to help secure display and plan-o-gram integrity. Vice President of National Sales 2009 to 2011

Sales leader responsible for all private label and branded sales in the salty snack food category.

Responsible for grocery, mass, club, value, drug and food service accounts which generated over $210M in total revenue supported by 11 sales associates. Showed yearly revenue growth of +25% vs. prior years.

Brought on new business channel for Shearer’s by securing alternate channel business with Big Lots, Sav-A-Lot and other liquidators

Oversaw all aspects of sales, trade promotion, contract negotiation, sales budgeting, pricing and new business development for entire U.S.

Successfully oversaw the growth of Shearer’s brand sales from a small regional footprint to a national platform. Have increased Shearer’s brand national sales over 400% in 3 years. BRIAN NEWLAND – PAGE 2 Page 2 of 2

Responsible for critical business relationships with key retailers including Kroger, Meijer, Wegman’s, Food Lion, Costco, Winn Dixie, 7-Eleven and other major retailers and alternate channel accounts.

Direct call responsibility for 2 of the companies top 10 customers. o Jimmy John’s Gourmet Subs. Took account from $350,000 to $34 million in 10 years by aiding customer in product development and distribution. Assisted in developing relationships with Sysco Foodservice that took their distributorship from 9 to over 63 and their business from a small regional to a Nationwide account. o 7-Eleven. Oversaw the business development and full line salty snack food introduction of their private brands nationwide. Used category management to develop full product assortment for launch, develop new sku’s to keep items fresh, discontinued under-performing skus and developed personal relationships with senior executives.

Secured private label potato chip business with Wegman’s by using fact based selling techniques and consumer insight data to show opportunities. Developed and introduced full assortment of private label skus as well as develop marketing and promotion plan to help retailer secure private label penetration.

Developed and implemented private label program for over 10,000 Dollar General stores. Worked with Dollar General’s procurement team in deciding which products to launch using consumer insight and AC Nielson data to show largest market share items.

Oversaw broker network for entire company. Managed day to day activities of brokers inside retailers accounts as well as outside network of individual brokers.

Vice President of Private Label and Export Sales 2007-2009 Provided leadership, direction and oversight for private label development for existing and new business development.

Increased net revenue by 25% for existing business and brought in 8 new accounts totaling $30M.

Developed business plan to penetrate international markets and utilized a broker network to help grow markets.

Oversaw 3 sales associates responsible for $60M in business.

Was responsible for leadership of the customer service team and its 4 associates. Director of Business Develoment and National Retail 2004-2007 Organized and managed all aspects of new business development for entire company.

Targeted and developed new markets and trade channels by providing strategic selling and marketing expertise.

Brought on private label salty snack food program for Supervalu. Launched with all banners.

Was responsible for all tier one accounts including Wal-Mart, Sams, Costco and Dollar Stores.

Brought on a total of $15M in new accounts and managed $35M in existing business.

Managed one sales associate and 1 inside sale representative.

Doubled net revenue over 2 year period.

Director of National Accounts 2002-2004

Managed the private label snack category for a variety of grocery retailers.

Responsible for 20 accounts worth $15M in sales.

Grew current customers annual sales by 15%.

Brought on 5 new accounts worth $2.5M in annual sales.

Developed sales literature and capability presentation to use on sales calls. Fallsway Equipment Company Akron, Ohio

Caterpillar and Crown Material Handling equipment dealer for Northeast Ohio Territory Sales Manager 1996-2002

Managed the material handling needs for over 250 customers.

Managed $9M in annual sales.

Managed companies 2 largest customers and secured a 10 year exclusive agreement for all their material handling needs including service and parts.

Secured 10 new accounts in first 2 years which totaled over $2M. BRIAN NEWLAND – PAGE 2 Page 2 of 2

Recognized by Caterpillar for top 10% in outstanding sales for North America. Central States Can Company Massillon, Ohio

Manufacturer of composite (cardboard) containers for the food and homegoods industry. Midwest Sales Manager 1992-1996

Managed the composite can business of 22 accounts throughout the Midwest.

Responsible for $13M in annual sales which represented 75% of total division sales.

Increased sales by 50% through establishing new customers and growing existing clients business.

Supervised and manged 3 key personnel who played critical roles in addressing customers needs. Reckitt and Coleman Westlake, Ohio

Manufacturing representative for Durkee, French’s Mustard and Black Flag Insecticide products. Regional Sales Representative 1991-1992

Responsible for all sales aspects for Northeast ohio grocery retailers.

Maintained inventory at over 100 retail stores

Responsible for inventory, ordering and shipping of product for 2 large distribution warehouses.

Assisted in setting up store ads and arranging and securing store displays to drive incremental sales.

Grew territory sale 61% in first year.

EDUCATION & TRAINING

B.A. – Business Administration and Marketing Management, Baldwin Wallace College, Berea, Ohio Minor in speech communication and education

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