General Manager

KEVIN W. ROBLEDO

**** ****** ****** ****: 714-***-****

Long Beach, CA 90807 Email: ************@*****.***

Areas of Expertise

• Management – Successful 8-year career in sales management, operations, multi-site, and franchise retail operations with Fortune 500 retailers. Successful in both startup and turnaround management roles that have propelled multiple stores to #1 in sales and customer satisfaction district-wide while simultaneously lowering shrink and operating expenses to all-time lows.

• Operations –Comprehensive background in leading a network of 200+ employees in all aspects of retail operations including, safety, merchandising, loss prevention, customer service, training, pricing, labor scheduling, accounting, and P&L management.

• Marketing – Experienced in developing marketing and merchandising strategies and executing retail promotions and programs. Experienced in all aspects of brand management including, advertising, market research, trade shows and special events, sponsorships, point-of-sale design and development, promotions, and new product launches.

Experience

Hollywood Oil Corporation, Hollywood CA – General Manager (12/2008 – Present)

Oversee operations with full P&L responsibility of 20 convenience gas stations in California and Arizona with annual volumes of $10 to $20 million. Manage a team of 200+ employees and provide a central source of support on all operational issues including Training, Recruiting, Human Resources, Accounting, Safety, Environmental Compliance, Pricing, and Merchandising Communications.

Key Results:

• Developed monthly business plans and increased monthly convenience store sales in stores with an average of $5,000 to $10,000 increase per store.

• Conducted and analyzed competitive pricing for all convenience store products and made adjustments to proper gross profit margins to increase overall store gross margins from 28% to 36%.

• Created and implemented an electronic daily reporting system for sales, gas pricing, and loss prevention controls in order to review progress and immediately capitalize on opportunities.

• Standardized store floorplans and planograms to ensure consistency in merchandising and increase impulse sales opportunities.

• Increased overall customer mystery shop scores from 89% to 99% overall in 2009 and achieved consistent 100% store inspections scores.

• Reviewed by store operating costs and made adjustments to labor scheduling, utility expenses, and supply purchases to achieve optimum levels to the bottom line. Lowered overall annual operating costs by $1.2M in 2009.

• Supervised and coordinated all aspects of construction of 3 new stores in Arizona and California.

Chevron Products Company, Brea CA – District Manager (01/2007 – 11/2008)

Provided strategic business support for 12-22 company owned facilities with annual volumes of $10 to $15 million. Supervised, directed, and coached over 200+ employees on all operational issues including safety, security, regulatory compliance, convenience and fuel sales, operations, safe food handling, and quality control. Executed sound merchandising and loss control strategies, implement corporate programs, promotions and policies, and drive optimal customer satisfaction.

Key Results:

• Ranked 2nd out of 40 District Managers in overall scorecard metrics results in 2007.

• Collaborated with Retail Fuel Specialists to effectively manage the profitability and volume for the Company and at each retail station. Achieved one of the highest fuel WPM at 32 cpg and increased fuel volumes by 2.4M gallons in 2007.

• Worked closely with store managers on investigating inventory and cash loss. Resulted in reduction of inventory loss from 1.5% of sales in 2006 to 0.5% of sales in 2007. Reduced cash loss by $25,000 versus the prior year.

• Reduced operating expenses by $600,000 by reducing food waste, controlling utility costs, monitoring the use of cost items, and implementing an cost effective labor scheduling program.

• Achieved zero recordable injuries and zero days away from work in 2007.

• Ranked 2nd overall in Customer Service Scores with a score of 98% in 2007 and 2008.

• Became a lead role in a team of Category Managers and Consultants to develop profitable food service programs, and ensured district wide execution of promotions, in-store merchandising, and POP materials.

7-Eleven, Inc., Brea CA – Field Consultant (08/2005 – 12/2006)

Oversaw a group of 8 to 10 franchise and company owned stores with annual volumes of $10 - $20 million. Monitored all aspects of store operations including safety, regulatory compliance, gas and merchandise sales and gross profit, cash and inventory control, and safe food handling and quality control. Reviewed and analyzed P&L reports, identified potential problems and developed courses of corrective action for improved sales and profits.

Key Results:

• Ranked 3rd among 90 Field Consultants in our Division with the highest sales percentage increases over the prior year and achieving operating budget goals in 2006.

• Worked closely with store managers on investigating inventory and cash loss as well as ensuring that all stores are in line with all safety and loss prevention standards.

• Assisted Franchisees and Corporate Store Managers in developing and executing annual and monthly business plans that resulted in consistent 6-8% increases in profitable growth of the store’s business versus the prior year.

• Designed point-of-sale marketing materials that enabled the Division gain incremental sales volume on new or featured products or promotions.

• Led startup and grand openings of 2 new franchise stores. Exceeded sales and profit goals by 10% and 15%, respectively, from first year of opening and in each ensuing year.

• Excelled in building and motivating management and hourly teams. Developed many entry-level associates to leadership positions and quickly became one of the primary trainers and mentors of new Store Managers and Field Consultants across the district.

Anheuser-Busch, Tustin CA – Director of Marketing and Communications (02/2003 – 08/2005)

Managed corporate marketing and communications functions including brand management, PR, media relations, corporate positioning, product launches, advertising, tradeshows, charity events and oversaw a $5.2M budget and 7-member team. Collaborated with the Anheuser-Busch corporate marketing division to implement brand initiatives, programs, and objectives for all product/service marketing activities and evaluate execution for all distribution channels in the local market.

Key Results:

• Developed and launched an integrated $500,000 marketing campaign for a new product launch of Michelob Ultra beer in the Orange County market. The product quickly became the fastest growing brand and 3rd best selling product in 2003 and 2004.

• Led market launch of 5 new products. Identified opportunities, researched new product possibilities, collaborated with sales team and created campaigns generating $7.5M in incremental annual sales.

• Leveraged strengths in cost-effective marketing management and vendor negotiations to end each year an average of 10% under budget without compromising business growth goals.

• Created brochures, sell-in materials, media handouts, posters, and newsletters that enhanced the sales reps’ understanding of key product features and helped them sell more effectively.

• Performed ongoing customer/market research and demographic profiling to identify and capitalize on unmet market needs ahead of the curve.

• Created impactful video presentations using Final Cut Pro and Pinnacle Studio to communicate product programs and merchandising initiatives to sales force and retail customers.

• Developed and executed integrated consumer programs, which involved media, in-store, retail merchandising, sampling, coupons and/or event marketing/sponsorship activation.

• Oversaw promotional marketing team to implement consumer promotions in key accounts, sport stadiums, and special local and charity events.

Education University of California, Irvine

B.A., Social Science, 2002

Specialization: Research and Analytical Methods

Skills Expert proficiency with Excel, PowerPoint, Word, Outlook, Publisher, Access, Photoshop, Corel, and Final Cut Pro.

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