National Account Sales Executive
Resume:
MICHAEL SANDERS
Rockwall, Texas *5087
*********@*****.***
BACKGROUND SUMMARY
Director of Team Sales with 20+ years of extensive experience in sales of consumer product goods for the tobacco industry at retail and wholesale levels. Expertise in national account management, strategy development, driving execution, building partnerships, relationship development, people management, retail advertising, contract negotiations, coaching/motivating and collaboration.
EMPLOYMENT HISTORY
GN US Ventures, Dallas, TX April 2024 – March 2025
GN-US broke into the US market in December 2023 by offering tobacco-free alternatives. The innovative nicotine pouches are available in three brands: White Fox, Hit, and Siberia, which provide consumers with a wide range of strength and flavor choices.
Regional Sales Director
Responsible for collaborating with the commercial leadership team to help drive overall sales strategy and execution which will lead GN forward to deliver value for its shareholders, employees, and consumers.
Develop key accounts, cultivating and maintaining key relationships
Drive deep customer presence in local and regional markets
Hire, develop, and retain a world-class and high-performing team
Manage, expand, and coach Account Managers
Facilitate the culture and vision for the sales team, blending people’s development with high-growth, predictable performance and urgency of a start-up.
Drive sales plans and strategies for achieving and exceeding revenue and profitability targets.
Provide ongoing coaching, motivation, training, and mentoring to the account managers to develop their skills further and institutionalize learning and best practices, exceeding industry averages.
Help implement efficient sales processes, infrastructure, and systems to drive consistent sales execution.
Establish effective communication cadence with direct reports, supervisors, and management.
Provide a foundation of learning focused on sales training, tools, and metrics for the continued development of the sales team.
Leverage scorecards and performance metrics to assess opportunities and refine execution at the field level
Work closely with Marketing to drive channel strategies, including pricing policies, marketing programs, and lead generation.
Manage fiscal responsibility and adhere to the operating budget
Collaborate with business leaders to formulate innovative sales strategies, objectives, and key performance indicators tailored to the tobacco industry.
Mentor, train, and support my team, fostering a dynamic, innovative, and high-performing culture that aims to surpass revenue targets while strengthening relationships with partners and customers at all levels.
Supervise weekly sales forecasts and activity metrics and manage the sales pipeline to track.
Collaborated with the Trade Marketing VP to plan and execute lead-generation marketing campaigns specific to the tobacco industry.
Supported my team through operational discipline, mentorship, sales coaching, training, and quantifiable career development programs.
E - ALTERNATIVE SOLUTIONS, Dallas, TX April 2023 – April 2024
EAS, makers of Mojo, Forth CBD, Hempire and Leap Vapor Products
National Account Manager
Responsible for introducing EAS product lines, building sales volume and distribution across the EAS portfolio in National Chain – 7-Eleven, Quik Trip, Buc-ee's, Cefco and Love’s. Developed rapport with buyers, created business plans to establish a consistent revenue stream within my accounts. Also, I managed business development, created Plan O’ Grams, gained distribution and captured existing business opportunities.
Effectively presented EAS products and promotional programs with buyers of chains, wholesalers and non-traditional accounts.
Trained and developed BDM’s and TSM’s to effectively sell EAS products, general category management principles and assist in chain coverage programs.
Utilized data sources to identify opportunities for distribution throughout chain universe.
Attended/participated in industry and distributor tradeshows
Collaborated with Director of Trade Development and marketing
Responsible for identifying opportunities within the region to test promotions, programs and POS
Monitor & track all marketing programs within your chain to manage efficiency of program execution
Optimize available resources to gain new product distribution and grow EAS unit volume.
Developed and implemented chain initiatives to ensure BDM call coverage
Effectively communicated market conditions, program results, and environmental changes throughout EAS organization
SCOTT’S MIRACLE GRO COMPANY, Dallas, TX April 2022 to April 2023
SMG, makers of Scott’s lawn care, Miracle Gro, Ortho, Pro-Vista and Hydroponics products.
National Account Manager
Responsible for building relationships with 30 Scotts Pro-Vista growers in TX, LA, FL, NY, WI, IL, OH, CO, IN, MN, NE and UT. Presented business reviews, product introductions, conducted quality checks. Coached and developed one Business Development Manager to achieve KPI’s in FL.
Strategic and financial planning to encourage growth opportunities with growers while identifying, evaluating, and creating an action plan to ensure optimal Pro-Vista growth.
Experience in navigating corporate structures and gaining strategic alignment across multifaceted departments to include finance, marketing, university R&D departments and field days with growers and Scotts ELT members.
Experience presenting corporate contracts and elements by which new growers can deepen their understanding of Scotts programs/agreements.
Coach and develop BDM by identifying areas of opportunity and supporting development with a complete development plan. (Coaching, Mentoring, open/honest feedback, and positive reinforcement)
Highly effective communication, written, and listening skills delivered in a manner appropriate to the level of the audience.
Identified and pursued advertising opportunities to gain visibility and create brand awareness.
Developed PowerPoint presentations to conduct business reviews and sales presentations to growers, universities R&D team and Lawn & Garden specialist.
Conflict management/problem solving with homeowners and growers for mutually beneficial results.
REYNOLDS MARKETING SERVICE COMPANY, East, TX February 2017 to September 2021
RMSC, makers of Newport, Camel, Natural American Spirit, Lucky Strike, Pall Mall, Vuse Alto and Velo products.
Sr. Division Manager
Responsible for full accountability of East, TX Tyler Division. Lead a team of eight Territory Managers to achieve targeted commercial objectives within each assignment. Coached members of the team on how to successfully conduct customer and consumer engagements, develop retailer-specific multi-category traditional tobacco and new nicotine delivery products, and selling/ executing marketing programs with full 5P support to build sustainable, profitable success with a multi-category tobacco platform.
Strategic and financial acumen to enable the identification, evaluating, and establishing an action plan against business growth opportunities.
Experience in navigating corporate structures and gaining strategic alignment across multifaceted departments.
Experience in articulating corporate contracts and elements by which retailers and distributors can deepen their understanding of corporate programs/agreements.
Record of accomplishment of developing team members by identifying areas of opportunity and supporting the development with a complete development plan. (Coaching, Mentors, 360 feedback, and positive reinforcement)
Highly effective oral, written, and listening skills delivered in a manner appropriate to the level of the audience.
Results oriented by building supporting team members and account manager counterparts, working as a unified team.
Conflict management/problem solving for mutually beneficial results.
SANTA FE NATURAL TOBACCO, Dallas, TX 2006 to 2017
Makers of Natural American Spirit (NAS) products and marketer in the U.S. with 31 years of double-digit growth.
Director – Central Region 2014 to 2017
Responsible for full accountability of the Central region inclusive of the following States (TX, LA, OK, MO, AR, and NE). Lead a team of 70 regional personnel in the achievement of targeted commercial objectives, 3 Senior Market Managers & 3 Senior Key Account Managers. Achieving multilevel collaboration with regional customers to support chain, independent & wholesale business channels to build sustainable, profitable success through a Total Tobacco Platform.
A proactive champion of change, influential driver of commercial results, and steward of professional talent development. Successfully developed and promoted 8 TMs to Manager level and 5 Managers to higher level senior positions.
Achieve customer/consumer engagement skill certifications, demonstrating, and coaching region personnel towards their successful certification.
Building customer willingness/capability within region to collaborate with SFNTC on key business fundamentals and drivers.
Coach region for continuous high performance and leadership improvement.
Collaborating with strategic accounts / area personnel to ensure understanding and delivery of strategic account, region, and area goals.
Cross collaboration with Consumer Marketing and Brand to identify and articulate commercial opportunities within the region that advance the success of NAS.
Market Manager 2008 to 2014
Manage and coordinate Territory Manager activities within a specific area. Responsible for growth of NAS brand from .34 to 2% during my tenure as Market Manager. Rated in the top 5 Markets across 35 markets for 5 of the 6 years.
Review and improve retail execution of Territory Managers by demonstrating and teaching the power of relationships and collaboration.
Manage and lead a team of Territory Managers in a defined geographic territory to achieve company set goals, through monthly work withs.
Write monthly work with summaries for individual Territory Managers with specific coaching and techniques for improvement.
Supported retail programs developed by Key Account Managers and/or Director of National Accounts Team.
Write and conducted annual performance evaluations for Territory Managers.
Review resumes for prospective TM’s. Conduct interviews and select new TM hires.
Key Account Executive 2006 to 2008
Responsible for growth of NAS brand market share through specific chains and distributors.
Build rapport through consistent follow up, attention to detail
Developed PowerPoint presentations to conduct business reviews and sales presentations to chain and distributor/wholesale accounts.
Identified distribution opportunities and negotiated brand introduction and style expansion based on geography and consumer demand.
Identified and pursued advertising opportunities to gain visibility and brand awareness.
Organized market blitzes to gain distribution in low share market areas.
EDUCATION
AAS, Marketing Management, Milwaukee Area Technical College, Milwaukee, WI
ADDITIONAL TRAINING
Joint Business Planning, Emotional intelligence, Effective Presentations, Account Business Competencies I and II, How to adapt to a changing environment, Totally Responsible Person (TRP), Critical Selling Skills, Effective Coaching
PROFESSIONAL AFFILIATIONS
American Pharmaceutical Sales Association
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