Sales Operations Leader with Growth Expertise

JOSE PARRA

Houston, TX

713-***-**** **********@***.***

LinkedIn: https://www.linkedin.com/in/jose-parra

Sales Operations and Business Development Leader

A versatile, collaborative, accomplished, and knowledgeable professional with a successful track record in Sales, Marketing, And Operational Management in the retail sector Consumer Brands with a flair for leading people in the right direction. Experience leader with 10+ years in management. Proven ability to drive substantial financial growth, with career highlights that include pioneering a startup to 400% sales growth, increasing national brand revenue by 123%, and improving profit margins by 28%. Expertise in full-cycle category reviews, strategic assortment planning, to drive financial performance and innovation. A remarkably successful mentor to peers and colleagues, owing to exceptional people’s skills. Have a solid track record in achieving the set goals and delivering personal best at every step of the way to provide optimal results.

Key Strengths: Consultative Sales Strategic Planning & Implementation Data Analysis Go-to-market strategy Leadership & Navigation Sales & Brand Marketing Growth Strategies Opportunity Identification Change Management Negotiation Skills Customer Relationship Management Product Analytics Communication Market Expansion MS Office Suite Data Analysis & Insights: Nielsen, IRI, SPINS, Power BI, Tableau

Professional Experience

Wholesale, Brand & Retail Marketing Director

Dimas Enterprise LLC. Houston, TX (2018- 2022)

Designed and Implemented sales, price/promotions, programs, and services for major brand products into retail stores; managing and developing account management through strategic Market Research Analysis plans for regional accounts; product promotions; in-store displays merchandising strategies; Identifies new business opportunities.

Developed and implemented sales plans to grow revenue 123% for major national brands.

Led operating with excellence by successfully negotiating contracts with clients and vendors.

Managed and developed account management, a strategic liaison between brand principals and retail partners.

Proven ability to drive the 4 P's of Sales Fundamentals (Product/Assortment, Price, Placement/Shelving, and Promotion/Merchandising) to optimize in-store presence and business objectives.

GLG (Gerson Lehrman Group)

Advisory Board Member, Houston, TX (2023 – present)

GLG (Gerson Lehrman Group) Advisory Board Member to the world’s insight network.

oDeliver data-driven insights through market analysis that empower clients to make confident, high-impact decisions, capture emerging market trends, and drive accelerated growth.

oProvided operational expertise for a diverse group of clients. Identified opportunities for improved operational efficiency.

Guidepoint Advisor/Consultant to the leading expert network for consulting firms.

Business Developer

Express Professionals, Houston, TX (2022 – 2023)

Advocated new business by cold calling, emails, communication, networking, and lead generation & qualification.

Conveyed a professional working experience with C-level executives for mid-to-large accounts, by developing a core understanding of the unique business needs of the client within their industry.

Formulated strategic sales and marketing strategies to target market segments to drive growth and incremental business by developing and pitching proposals.

Resolved 95% of customer inquiries within 24 hours.

Quantified reporting of leads, in-progress active prospects and sales forecasts in Q4 Salesforce, Zendesk.

Multicultural Sales Manager

The Kroger Co., Shenandoah, TX (2011 – 2016)

Recruited to build and develop the multicultural sales strategy for 216 stores in the Southwest Division. Sourced new and innovative fresh and frozen products for all departments to enrich sales with the multicultural consumers that resulted in 25% increase in sales and 15% customer retention in the region.

Contributed to a $50M increase in revenue by driving incremental sales in emerging markets.

Improved profit margins by 28% in the first 12 months by creating effective sales plans & Broker management.

Accountable for people development, a team of 20 sales coordinators, Team building, Recruiting, Performance evaluations, overall sales, and store operations.

Increased sales by 25% in the trade area by managing market data, market insights, and program performance. Drove and delivered a fresh and safe experience by reinforcing food safety processes.

General Manager

Teloloapan Market, Houston, TX (2010 – 2011)

Proposed a new Business Plan for a start-up company which included Marketing, Strategic Planning, Pricing and Market research, Sales forecast, and pricing programs based on competitors in the area.

Developed strategic business recommendations to support new items and new opportunity spaces.

Delivered innovative marketing programs, strategies to drive sales across multiple departments.

Merchandised stores to cater to the community which resulted in sales growth of +12% in 6 months.

Director of Operations

Ahorro Supermarket, Houston, TX (2007 – 2010)

Achieved accountability for People development, Team building, Recruiting, Performance Evaluations, overall sales, and store operations by conducting weekly meetings and performance.

Spearheaded a robust talent pipeline commencing the recruitment and development of managers in the region through ongoing Performance Development Planning (PDP).

Lead, direct, coach, and supervise a team of 25 direct reports to achieve targeted sales volume, new distribution, and established management goals.

Pioneered new company in 2007 and grew sales by 400% and increased total store count to 23 in 3 years.

Business Development Manager

H-E-B Grocery Company, Houston, TX (2004 – 2007)

Met quarterly, annual, sales targets +25% and gross margin +12% in coordination with logistics and supply chain.

Collaborate with vendors and transportation workers to ensure efficient and on-time shipment of materials.

Collaborated with procurement and supply chain teams to optimize inventory levels, achieving a 15% improvement in product turns and ensuring 99% compliance with code dating standards for perishable goods.

Increased customer relationship and promotes marketing/merchandising ideas regarding product assortment, price points and communication with all sales teams and marketing Digital Mix.

Professional Development & Credentials

Business Management University of Southern California, Los Angeles, CA

Karrass - Effective Negotiating Program San Antonio, TX

Community Volunteer Experience:

Habitat for Humanity – Project Manager and Team Leader in building homes for the less fortunate.

Komen Race for the Cure – Team Captain for the group to hand out fruit and refreshments to runners.

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