PROFILE
Senior Executive with demonstrated leadership and general management competencies combined with extensive sales experience. Established a consistent track record of achieving impressive sales and financial results during a uniquely diverse 20-year career at PepsiCo and in the Supermarket retail industry. Broad experience in developing and leading high performance teams in fast-paced, competitive industries through strong strategic vision and planning, strong communication and analytical skills.
PROFESSIONAL EXPERIENCE
PEPSI CO INC. Purchase, NY 1989-Present
Frito-Lay, Inc., Plano, Texas 1994-Present
Director of Sales and Marketing, Atlanta, Georgia 1997-Present
Responsible for leading a multi-layered sales organization of account executives, marketing managers and category management teams accounting for $550 million in annual sales volume distributed through 1000 Direct-to-store Company owned sales routes across 7 states in the Southeastern US. Direct accountability for $100mm in annual marketing and operating budgets. Develop annual operating plans including staffing, training, customer specific programs and funding, marketing programs and set strategies for the various retail channels.
· Increased sales 20% over a three-year period, resulting in substantial profit and margin improvements.
· Achieved above plan performance in both volume and profit for each of the past three years, finished 1999 $8 million better than volume plan. Ranked #2 nationally in sales performance in 1999.
· Successfully grew overall market share each year and currently share is up 1.2 points to a solid 68% dollar share. Led the country in 1999 in cheese and corn category share gains.
· Reduced spending as percent of sales on annual customer marketing budgets in key accounts for two consecutive years. Annual operating budget is at 95% to last year representing
Three consecutive annual reductions in G&A costs.
· Implemented major technological upgrades in category management information to all account executives. Programs included tracking of sales, market share analyzer, cross-category comparisons, benchmarking, promotional execution effectiveness tool and specific demographic indicator's.
· Increased store perimeter inventory in 1998,1999 and 2000 by over 30% by placing incremental display's unit's across supermarkets and convenience stores.
· Facilitated National training programs for key account managers called "Presenting for Commitment" and “No lose Negotiation” also instructed National certification class for key account managers.
National Supermarket Manager, Plano, Texas 1995-1997
Reported to National Sales vice-president with responsibility to develop strategic partnerships with key national supermarket customers. Sales, marketing and profit accountability for over $450 million in sales working with 24 field account managers throughout the US.
· Led the launch of category management processes with Safeway, Winn-Dixie and Ahold implementing category plans across 24 divisions nationwide.
· Secured Frito-Lay as the first manufacturer to be involved in Safeway's category optimization process (SCOP) in 1995. Safeway soon became Frito-Lay's fastest growing supermarket chain in the country.
· Instituted first corporate wide category management process at Winn-Dixie in 1996, growing sales to the highest level in 4 years.
· Led each of the Ahold divisions through category planning process in 1996-1997 growing sales at Stop and Shop and Top's over 20%.
· Received national recognition with article published in progressive grocer and presented at FMI conference on efficient assortment, study conducted at Ahold's Stop and Shop division.
Southeast Regional Marketing Manager, Atlanta, Georgia 1994-1995
Recruited to Pepsi CO’s Frito-Lay division to design regional sales and marketing programs for the Convenience, Drug and Small Grocery channels in the Southeastern US. Responsibilities included new product distribution, consumer and trade promotions, pricing, coordinated sales and marketing strategies and led top-to-top retail sales calls.
· Devised comprehensive targeted equipment strategy in small format channels that drove sales volume by 12% and revenues by 35 million.
· Established first salty snack and beverage bundling event in c-stores in 1995, growing
Single serve sales 15%.
· Developed strategic customer specific marketing programs for convenience stores that led to several chains making Frito-Lay the exclusive salty snack.
Pepsi-Cola, Inc., Somers, NY 1989-1994
General Manager, Bangor, Maine 1992-1994
Market Unit General Sales Manager for company owned bottler in Maine market. Responsibilities included full P&L accountability for all sales and operations functions of the Pepsi retail and on-premise businesses. Annual sales volume over $150MM.
· Developed strategic alliance with largest food chain resulting in two consecutive years of double-digit growth, 3 times the national average.
· Re-engineered selling and distribution infrastructure to reduce operating costs by 15% and improve service frequency to 7 day’s per week while maintaining non-union status.
· Transitioned previous franchise owned bottler to corporate owned and grew revenue +12% thus achieving profit plan both years.
· Selected as national test site for Pepsi’s new customer service center, successfully converted all customers under $50 per week to CSC.
Regional Sales Manager, Portsmouth, New Hampshire 1991-1992
Managed all retail sales, marketing, warehouse, fleet and P&L responsibilities in Central New Hampshire. Produced annual sales revenue of $60 million and supervised 100 employees.
· Achieved overall profit plan in first year after taking over the facility immediately following a difficult union contract negotiation.
· Lowered operating costs 11% by reorganizing management and re-engineering key processes.
· Promoted two union salesmen into management positions, both of which achieved above plan performance from their salesmen.
Business Development Manager, Boston, Massachusetts 1989-1991
Responsible for leading a team of account managers in the New England business unit with annual revenues of Pepsi-Cola Retail bottle and can products of over $100 million. Direct responsibility for managing 3 National accounts as well as 6 regional supermarket, c-store, and drug accounts.
· Recruited to Pepsi-Cola from retail industry to develop competitive strategy in region where Pepsi was losing share.
· Redesigned promotion programs to improve financial performance of supermarket channel, achieving 3 point increase in margin contribution
SUPERMARKET GENERAL CORP., Newark, NJ 1987-1989
Purity Supreme Supermarkets, Boston, Massachusetts
Grocery Merchandiser
Responsible for procurement of all dairy, frozen food, carbonated beverages and snacks, both warehouse and direct store delivered product. Managed 2 category managers for this 66-store chain of both warehouse and conventional supermarkets with annual sales of $1.8 billion.
SAFEWAY, INC. Subsidiary Brentway Inc. 1985-1987
Save and Pack Supermarkets, Tampa, Florida
Southeast Regional Buyer/Merchandiser, 1986-1987
Responsible for all procurement, pricing, and advertising of 8 super warehouse supermarkets throughout the central and north Florida markets.
North Florida Buyer/Merchandiser, Pensacola, Florida 1985-1986
Responsible for developing Save and Pack's marketing and procurement strategy as they entered into the north Florida markets.
THE KROGER COMPANY, Cincinnati, Ohio 1981-1985
Merchandising Specialist, 1984-1985
Promoted from store management into corporate office to develop new store formats for grocery.
Store Director, Dayton, Ohio 1983-1984
CO-Manager, Dayton, Ohio 1982-1983
Store Management Training Program, Cincinnati/Dayton, Ohio 1981-1982
EDUCATION: Florida Southern College -Lakeland, Florida
University Of Florida- Gainesville, Florida
B.S. Degree’s - Marketing and Communications |
