Senior Management
Resume:
ROBERT CERNELL
**** ********* *****, ********, ******* 32779
********@*****.***
QUALIFICATIONS SUMMARY
An entrepreneurial leader with demonstrated ability to penetrate new markets, produce impressive sales results, and augment market share and profitability. Able to execute a wide range of sales strategies to establish market presence, positioning the entire company toward aggressive expansion. Well-qualified, creative, and intellectual sales management executive, with proven expertise in national sales, strategic marketing, team building, and profitable business model. Highly skilled at gathering and leveraging sales intelligence ahead of the competition. Known for consistent performance, and as a top performer in every position held due to outstanding work, dedication, and efficiency. Energized by new challenges utilizing presentation, negotiation, and communication skills; with the ability to plan, set goals, implement strategies, and conducting follow-ups.
AREAS OF EXPERTISE
- Enterprise Management
- Organizational Growth
- Marketing and Promotions
- Communications and Marketing Strategies
- Resource Analysis
- Business Function Optimization
- Strategic Business Planning
- Conflict Resolution
RECENT EXPERIENCE
PromoWorks - Altamonte Springs, Florida
SENIOR VICE PRESIDENT, National Field Operations 2007– March 2012
Initiate and execute national shopper marketing events in FDM retailers nationwide, including Publix, Albertsons, Wal-Mart, Safeway, Kroger, Wakefern, Food Lion, Sweet Bay, Hannaford, Whole Foods, Home Depot, Costco, Bed, Bath and Beyond, Walgreen’s, and CVS; producing $40M in annual revenue. Oversee and monitor the National Field Organization with 4 regional directors, 20 area managers, 200 district coordinators, and 10,000 employee- and independent contractor-based engagement specialists.
Career Highlights:
- Expertly integrated multiple event marketing companies acquired by PromoWorks nationally and successfully converted them to PromoWorks business model.
- Displayed unsurpassed leadership in the closing of two PromoWorks distribution and operations centers, along with the transitioning of the operation to the central location in Schaumburg, Illinois; establishing a standardized operation and heightened profit business model.
- Guided Promotions Operation Team Leader in cultivating frequent interaction between Retail Direct Staffing (RDS), Retail Promotions Management, Logistics, and National Operations teams.
- Served as the collaborative member of PromoWorks Senior Management Leadership Team with concentration on RDS business transformation reporting directly to the company CEO.
- Formed and stimulated RDS organization from a small regional resource to a national organization executing shopper marketing events in all PromoWorks Retailer footprints.
- Authored and implemented national standards for the following:
- labor cost structure
- event marketing strategies
- budget and expense controls
- bonus incentive programs
- engagement specialist recruiting strategies
- new hire pre-screening and assessment process
- training program for web-based agency management system
- orientation and training programs
- audit/assessment/coaching/event photo process
- food safety and sanitation certification program
- wine sampling certification program
- customized event marketing programs
VICE PRESIDENT, Area of Operations Mar 2006–Feb 2007
Ensured alignment of entire field operations for ServCorp LLC; a subsidiary of PromoWorks consisting of 6 area managers, 60 district coordinators, and 3,000 engagement specialists. Handled the hiring process; formulated training strategies; designed incentive programs; led demo day execution in all divisions of Publix; conducted pay analysis and revenues; and supervised quality control and performance programs. Carried out quarterly business reviews in collaboration with Publix Division operation managers.
Haddon House Food Products, Inc. Medford, NJ
SALES MANAGER Jul 1991–Feb 2006
Facilitated sales activities in the Southeast while managing annual revenue of $25M. Attended annual category reviews with Albertsons Category managers. Supervised retailer pricing zones based on defined gross margin expectation. Assessed sales expenses and enforced policies and guidelines to maximize expense control and sales profitability. Spearheaded a sales team comprised of 50 full-time and part-time employees.
Career Highlights:
- Conceptualized and developed marketing strategies and programs from manufacturers that generated $14M incremental revenue for customers in the Southeast.
- Administered shelf placements for approximately 15,000 gourmet, natural organic, kosher, specialty grocery, non-food, frozen, and dairy items across all supermarket categories.
- Provided expert oversight in the development and implementation of plan-o-grams for the Albertsons Florida Division.
- Promoted new items and boosted sales activity by scheduling retail appointments with manufacturers and brokers with Albertsons’ Florida Division on a monthly basis.
- Teamed up with Haddon House’s Purchasing Department to ensure proper inventory levels as well as to deliver total customer satisfaction.
- Performed strategic planning in implementing promotional and brand activities to achieve maximum sales potential for existing and new customers, including new item introductions, OI promotions, scans, bill backs, FSI, shipper placements, POS placement and themed end caps, and shopper engagement promotions.
- Optimized new item introductions and promotional activity through implementation of regional retailer specific “table top” buying shows with manufacturers and brokers.
- Proactively participated in Haddon House buying shows with retail customers, achieving top sales performance for five consecutive years.
- Established promotional and display activity on key holiday selling periods, including Christmas, Chanukah, Passover, Easter, and summer selling events for the 4th of July and Labor Day.
- Fostered open communication between Haddon House and Albertson Store Management as well as with the Division Operations and Buying Team.
EARLIER CAREER
Xtra Superfood Centers - Orlando, FL
STORE MANAGER | BUYER | MERCHANDISER
Thrifty Scot Warehouse Foods, Inc. - Orlando, FL
BUYER | MERCHANDISER | STORE MANAGER | ASSISTANT STORE MANAGER | PRODUCE MANAGER
PROFESSIONAL DEVELOPMENT
High-Impact Leadership Training
Turning Point / University of Washington, Seattle, WA
Food Industry Management Home Study Program
Cornell University, Orlando, FL
Associate of Arts in General Studies
Valencia Community College, Orlando, FL
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