Regional Sales Manager. Food Show presentations. Broker training.
Resume:
Todd Broomhall
Iuka, MS 38852 ************@*****.***
Objective: Foodservice Regional/Business/Account Manager
Professional Profile
Business Development / Account Management: Over 14 years of experience as a proven Regional Sales Manager, increasing sales and market share for Food Service sales through key brokers, distributor groups, distributors, and large institutions (Military, Hospitals, B&I, Schools and restaurant chains). Managed activities for sales growth, market share, marketing programs, market research, new brand introductions and extensions. Provided Accounts with strategies, tactics and marketing support to improve sales volume and market share of all brands including new product placements. Region consistently exceeded budget and was awarded Region Manager of the Year an unprecedented three times.
Broker / Distributor Management: Developed annual sales and marketing plans for 5 Food brokers covering 8 broker markets and 60+ distributorships. Drove individual Broker Action Plans for each respective broker to aid in attaining their annual budgeted goals. Negotiated with distributors and distributor groups for marketing dollars, increased Regional / Broker participation, support and training. Brokers achieving budget over 80% of the time and have been awarded Broker of the Year.
AREAS OF SALES & MARKETING EXPERTISE
• Southeast / Southwest Regions
• Nat. Acct. / Chain Acct. Mgmt.
• Product Development / R&D
• Foodservice Distribution / Redistribution
• Government Accounts (Schools/MilitarProduct / Sales Training
• Competitive Market Research
• Supply Chain Management
• New Product Launches
• Hospitality Clients
• Merchandising and Branding
• Multi-Brand Strategy
• Negotiation skills / training
• Financial Analysis
PROFESSIONAL EXPERIENCE
Haddon House Foods August 2015 – March 2016
Sales Account Manager
Result: Downsized Territory. Mutual separation.
Inline Plastics – Atlanta, GA March 2013 – December 2013
Territory Sales Manager
Result: Capacity issues and directed not to sell and try to maintain.
Newly created position eventually eliminated.
Bay State Milling Company - Atlanta, GA 2010 – 2011 Sales Manager (Southeast / Southwest)
Result: Single National acct. demand consumed capacity at blending facility.
Newly created position eliminated.
C.H. Guenther & Son, Inc. - Atlanta, GA 1997 - 2010
S.W. Region Sales Mgr. / Senior S.E. Regional Sales Manager (1997 – 2016)
Result: Received Region Sales Manager of the Year an unprecedented three
times and recorded largest increases to budget 8 of 13 years.
Keebler Food Service, Inc. – Dallas, TX 1994 - 1997
Territory Sales Manager – San Antonio/Dallas, TX (1994 – 1997)
Institutional Sales Associates, Inc. - Houston, TX 1993 - 1994
Sales Representative
BUSINESS DEVELOPMENT / ACCOUNT MANAGEMENT
At Bay State Milling Company:
Responsible for newly created position with a responsibility to work with National and Regional chains through two of their six manufacturing facilities. Primary focus on sales of “value added grain based products” in an effort to build and pioneer the foodservice value-added side of the business. Company desired to increase its expertise in Foodservice but possessed very little presence in the foodservice distribution arena, and also encountered capacity issues primarily due to increased national account demand. Result: Uncovered business opportunities which could not be fulfilled and the position was eliminated.
At C.H. Guenther and Son:
• Promoted to include headquarters responsibility for Sodexo and UniPro. Negotiated marketing, RFP’s, category reviews, and attended conferences. Also assumed additional headquarter responsibility for C.H. Guenther & Son to include product development, marketing strategies, and improvement of Region Manager negotiating skills. Result: Received Region Manager of the Year 2005. Only region to exceed budget FY2004 and FY2005
• Responsible for the Southeast Region (Florida/Georgia/Alabama/Mississippi/New Orleans). Managed five Brokers and eight Broker markets. Implement individual Action Plans for each respective Broker market to reach budgeted goals. Conduct reviews / sales training / product training at both the Distributor and Broker levels. Responsible for chain account development and growth through new product introductions and placements. Negotiated marketing programs to stay within budget and maximize investment. Direct contact for F.A.B. Inc. and one show per year. Result: Received Region Manager of the Year 2003. Only region to exceed budget FY2003
• Responsible for the Southwest Region (Texas/New Mexico). Managed four Brokers and four Broker markets. Same responsibilities as previous position with the exception of headquarter responsibility for F.A.B., Inc. Result: Received Region Manager of the Year 2000. Only region to exceed budget FY2000.
At Keebler Food Service:
• Direct responsibility for Distributor sales and marketing for the Dallas/Fort Worth market, including individual business development plans by distributor and allocation of marketing funds yielding the best net return. Additional responsibilities included working with and training Brokers in other areas of the region, and as supervisor responsible for the training and direction of Territory Sales Representatives within the Dallas/Fort Worth market.
• Managed territory and provided direct sales and service to key distributors. Introduced and trained distributors on products and selling techniques. Result: Awarded most profitable Territory for the year 1995.
At Institutional Sales Associates:
• Responsible for the Business and Industry market segment and other key operator assignments.
BROKER / DISTRIBUTOR MANAGEMENT
• Business Development / Direct Sales: Executed thorough and accurate research on operator accounts including necessary understanding of customer's product needs, potential issues, capabilities and desired results. Established rapport through actions and follow-up, educated operator on company's capabilities (possible unforeseen opportunities), and maintained communications for long-term relationship building. Sold new items or replaced existing items. Built foundation for future sales and opportunities.
• Client Retention: Maintained constant awareness of the marketplace, the competition and customer needs in order to creatively maintain and expand client base. Focused on value added activities versus competitors. Maintained distribution service levels, rapport and respect. Focused on thorough follow-up and duplicated exceptional efforts on customers’ behalf. Documented and reviewed special efforts for customer to prevent competition from penetrating account.
• Broker Management: Developed Action Plan with Broker participation on brand and product sales development for each distributor. Managed and supported the agreed upon plan accordingly. Brokers achieving budget over 80% of the time and have been awarded Broker of the Year. Result: Region exceeded budget at the same rate as brokers and awarded Region Manager of the Year an unprecedented three times.
• Distributor Group Management: Primary contact for headquarters marketing, management and business development. Negotiated marketing contributions to attend bi-annual conferences. Provided thorough preparation for conferences through past conference notes, Region Manager conference profile forms and past successes. Supported efforts for new product placements, additional marketing opportunities (food shows, sales meetings, sales trainings, operator target lists, competitive (internal and external) information and new contacts). Promptly resolved issues resulting in consistent sales growth.
• New Product Introductions / Branding: Worked with distributor groups and chains to develop grain based value added food products. Coordinated resources of marketing and R&D with customer to define the need, the packaging and the sales goals of private branded products. Products for distributor groups varied in packaging sizes, ingredients and preparation (dry, frozen, par-baked, and fully prepared). Result: Helped with both the development and launching of custom products while establishing and creating sustainable brands.
EDUCATION AND PROFESSIONAL DEVELOPMENT
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