Executive Resume - Keith A. Whitestone
Resume:
KEITH A. WHITESTONE ** Wright Acres Road, Bedford, New Hampshire 03110
603-***-**** – Wireless 603-***-**** - Office
EDUCATION: BOSTON COLLEGE, School of Management B.S., Marketing, 1977
SUMMARY: Senior Sales and Sales Management professional with extensive experience in the sales and marketing of major consumer products. Experience with Fortune 500 companies and entrepreneurial and start-up ventures. A versatile, energetic, persuasive and goal oriented performer. A team player with excellent leadership, planning and organization and communication skills. Problem solver with demonstrated ability and skill to develop strategies that deliver volume and profit growth. Experienced staff and line manager with the ability to hire, train, develop, motivate, supervise and evaluate employees. Proven track record of developing and implementing successful sales and marketing programs through a direct sales force, distributor, wholesaler, dealer or broker network.
EXPERIENCE:
2007 FOTO FANTASY, INC. DBA FANTASY ENTERTAINMENT
to Salem, New Hampshire
2009 Director of International & Trade Sales
Responsible for identifying, planning and recommending areas for expansion and
development of the companies proprietary portfolio of self-service digital imaging
photo kiosks and consumables for both the international and domestic sectors.
Managed a 3-member sales, marketing and administrative team. Full sector P&L
responsibility.
• Re-defined and developed role, profile, pricing and positioning for all photo kiosks,
kits and consumable products. The result was a clearly defined and specific volume,
market, distribution, channel, segment, revenue, margin and profit plan..
• Achieved 8% gross margin increase in calendar year 2007 vs. 2006 and an
11% gross margin increase in calendar year 2008 versus 2007. Achieved
“even / flat” gross margin plan for 2007 and 2008.
• Improved kiosk and pricing revenue by 21.8% and gross margin by 19.3%,
consumable pricing and revenue by 16.8% and gross margin by 14.5% over
two year period of 2007 and 2008.
• Re-established and enhanced 4 key distribution relationships that were dormant
resulting in 138 new kiosk unit and consumables sales generating $1.1M in revenue
and $330K in gross margin for kiosks and $410K in revenue and $220K in
gross margin for consumables.
• Negotiated and finalized a licensing program with the BBC (British Broadcasting
Company) in conjunction with our United Kingdom distribution partner for a major
television property beginning in 2009. Project sales and placements of 300+ kiosk
units over three years generating $5.2M in kiosk and consumable revenue
and $1.8M in gross margin.
• Entered 14 new markets, established 26 new distributor relationships in 3 continents
internationally in 2007 and 2008.
KEITH A. WHITESTONE Page 2
2004 XSTREAM BEVERAGE NETWORK, INC. (Start-up)
to Fort Lauderdale, Florida
2007 Executive Vice President of Sales (Equity Position)
Public (OTCBB) “new age” beverage brand and distribution company.
The company distributes both proprietary and third party brands through company
owned and operated distribution facilities as well as through independent third party
distribution companies and brokers. Company owned brand categories include
100 % juice, juice cocktails, fresh perishable juice, energy drinks, gourmet soda and
premium import water. The company markets it’s product through multiple channels
of distribution to include: “off premise”/ “take home” and “on premise”/ ”cold bottle”.
The company sells, markets and distributes it’s brands through multiple classes of
trade to include: convenience, drug, mass merchandise, grocery, independent grocery,
“Mom & Pop” / “All Other Market”. The companies growth objectives, business development plan, investment banking relationships and strategic imperatives are aligned to deliver growth both organically and through acquisition.
• True start-up in 2004. Generated $23M in revenue by 2007.
• Raised $9M in funding through multiple investment banking relationships.
• Achieved growth and development through acquisition and organically.
2000 TOTAL QUALITY BEVERAGE, INC. (Start-up)
to Keene, New Hampshire / Bedford, New Hampshire
2004 Executive Vice President (Equity Position)
Start-up consulting firm with a two business “platform/sector” focus on branded products and beverage consulting projects.
• Branded products: Sales, marketing, and distribution through “hybrid” network of traditional D.S.D. distributors and direct to chain through brokers. Products have included teas, lemonades, juice cocktails and old fashioned premium gourmet sodas
• Beverage Consulting Projects: Middle-eastern hot teas, Canadian branded juice products, Jamaican/West Indian branded juice products, Enhanced/functional water,
Frozen/Chilled Juice private label and store branded.
• Consulting Focus for Clients: Strategic/Tactical Planning, “Go to Market” Strategy, Business Development, “Ongoing” Management. Business/Marketing Plan Development to include- Volumetric Impact, Financial Impact, Plan Elements, “Upside” Assessment, “Risk” Assessment and Execution.
KEITH A. WHITESTONE Page 3
1997 PREMIUM BEVERAGE PACKERS, INC.
to Wyomissing, Pennsylvania
2000 Senior Vice President - Sales and Marketing
Responsible for defining and recommending areas for expansion of sales and distribution for branded, allied, control and contract pack sectors through independent distributors and direct sales through brokers. Managed a 6-member multi-state sales group and 2 administrative support functions. Sector P&L responsibility. $140 million sales company.
• Developed prototype for the first company sales and financial plan by business sector. This enabled the company to accurately assess volume and profit contribution by sector and to define future strategy accordingly.
• Re-defined role, profile and positioning for all branded products. This eliminated confusion and duplication, and created a clear focus and direction by category and brand, with specific distribution, volume and profit goals.
• Established pricing strategies by sector, brand, package, channel of distribution and target competitor. This resulted in pricing that delivered significant "price/value” while meeting company, distributor, wholesaler and retailer financial goals.
• Conceived a strategic plan for two major branded initiatives for metro New York resulting in 1.8 million annualized case volume.
• Co-managed the development of new graphics, packaging and point-of-sale for all branded products.
1995 THE QUAKER OATS COMPANY
to Chicago, Illinois
1997 Field Director of Sales, Beverage Division- Northeast Region-Marlborough, MA
(Equity Position)
Managed the sales, marketing and distribution activities for Snapple and Gatorade through 41 independent distributors and 38 key accounts in a 7-state region, which generated $130 million in retail sales. Led and managed a 14-member sales force and 1 administrative support function. Complete P&L responsibility.
• Successfully planned and directed the reorganization of the sales region. Responsible for the integration of distributor sales, key account off-premise sales, key account on-premise sales and trade merchandising development into one cohesive group.
• Reversed Snapple sales declines producing positive sales results in 5 of 8 calendar quarters.
• Successfully achieved Gatorade ''all other market'' direct store door distribution throughout entire region in 3 months.
KEITH A. WHITESTONE Page 4
1994 ADIRONDACK BEVERAGES, INC.
to Scotia, New York
1995 Vice President of Distributor Sales - Bedford, NH (Equity Position)
Responsible for planning, formulating and recommending areas for expansion of sales and distribution through independent distributors, franchised bottlers and direct sales through brokers. Managed an 8-member multi-state sales force and 1 administrative support function. Sector P&L responsibility. $65 million sales company.
• Led, directed and managed the development and start-up of a direct store door (D.S.D.) distributor network of 39 independent beverage companies to sell, market and distribute company products.
• Established pricing strategy by brand, package, channel of distribution and target competitor. Resulted in pricing recommendation that met corporate financial goals and provided enhanced margin impact at all tiers (company, distributor and retailer.
• Developed "price/value" selling strategy. Concept resulted in outstanding distributor and retailer acceptance.
1992 G. HEILEMAN BREWING CO., INC.
to Chicago, Illinois
1994 Group Director of Sales - Northeast Region - Bedford, NH
Complete P&L responsibility for an $80 million retail sales territory. Managed a 7-member, 7-state sales force and 2 administrative support functions. Responsible for the sales, marketing and distribution activities of 110 distributors.
• Created and implemented core, tactical and non-core brand strategies, plans and guidelines. Resulted in stabilization of volume declines and development of more targeted retail programs, package initiatives, price promotions and brand introductions.
• Developed and implemented a malt liquor category strategy resulting in increased brand and package distribution, +8% volume growth and +11% increase in profit contribution. All category blended margin contribution improved
by +1.5%.
1989 ROYAL CROWN COLA CO.
to Miami, Florida
1992 Vice President of Sales - Southwest Region -Dallas, TX
Responsible for the sales, marketing and distribution activities of 80 franchised bottlers in an 8-state region which generated $140 million in retail sales. Managed an 8-member sales force and 1 administrative support function.
• Reversed historical sales decline producing positive sales results of +2.0% and +1-1% in 1990 and 1991, respectively.
• Achieved highest per capita brand development growth of all sales regions in 1990 and 1991.
• Instituted a simplified profit/loss worksheet for field use. Resulted in improved fund management and an 8.1% reduction in marketing investment versus prior year.
KEITH A. WHITESTONE Page 5
1981 THE SEVEN-UP COMPANY
to St. Louis, Missouri (Division Of Philip Morris Co., Inc.)
1989 Dallas, Texas (Dr Pepper-Seven-Up Co.)
Vice President of National Retail Sales - Dallas, TX (Equity Position)
Accountable for the management of sales, marketing and distribution of company brands through the convenience, drug, mass merchandiser, military and airline segments. Managed a 13-member national sales force and 2 administrative support functions.
• Planned, led and managed the total reorganization of the National Retail Sales Department. Through newly created operating plans and procedures, objectives and strategies, developed a highly professional and focused sales group.
• Conceived and implemented a geographic field sales coverage plan which resulted in improved coverage efficiency while reducing operating expenses by $42,000 in the first 4 months.
Vice President of Sales - South Region - Dallas, TX (Equity Position)
Managed the sales, marketing and distribution activities of 90 franchised bottlers in a 9-state region which generated $150 million in retail sales. Led and managed a 12-member sales force and 1 administrative support function.
• Directed and led the start-up of a new sales region. Created objectives, strategies, operating plans and standard operating procedures which resulted in a +1.8% increase in volume for 1988.
• Designed and instituted bottler profile/market planning guideline to better evaluate brand development direction with bottlers. This targeted approach significantly improved planning expertise and positively impacted volume performance.
Division Sales Manager - St Louis Division - St Louis, MO
Responsible for sales, marketing and distribution activities for franchised bottlers in a 6-state division. Managed a 5-member sales team.
• Developed and implemented an integrated division launch plan for Cherry 7-Up. Achieved volume plan in 3 months and exceeded plan by 128%.Drove total trademark volume +18% in 1986 versus prior year.
KEITH A. WHITESTONE Page 6
Region Marketing Manager - St Louis Region - St. Louis, MO
Responsible for the organization, coordination and evaluation of brand marketing programs as the primary liaison between region sales, brand management and franchised bottlers. Managed 1 administrative support function.
• Conceived and sold an accelerated secondary package promotion plan for a major market. Resulted in increased promotion frequency, package volume +34% and total volume +9% during period.
Area Sales Manager - Chicago Area - Chicago, IL
Managed the sales, marketing and distribution activities of the second largest Seven-Up sales franchise and market area.
Region Manager of Administration - Chicago Region - Chicago, IL
Duties included the establishment, maintenance and management of all regional sales, reporting, budgeting, communication and information retrieval systems. Managed 2 administrative support functions.
1977 POLAROID CORPORATION
to Cambridge, Massachusetts
1981 Account Executive - Management Development Program
Chicago, Illinois and Cleveland, Ohio
Trained in sales, marketing, operations, credit, distribution and customer service. Managed 6 dealer service specialists.
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