Accomplished leader with a track record of customer and team development while delivering results at Pepperidge Farm, Kraft Foods, and Nabisco. 15 years of progressive experience includes strategic planning, team leadership, and customer management across all sales channels, food categories, and distribution systems (DSD, Warehouse). Integrity and collective responsibility are central to my leadership style. Capabilities are based on a strong foundation in strategic thinking, customer relationships, disciplined analytics, and people development.
PROFESSIONAL EXPERIENCE:
Campbell Soup, Pepperidge Farm Operating Co.
Vice President National Accounts (Norwalk, CT)
2005 to 2007
Directed strategic planning for the $200M Mass, Club, Drug, Convenience and Alternate Channels. Developed activation plans, inclusive of product development, product customization, customer development, and retail execution. Led Pepperidge Farm’s #1 strategic growth platform, “Convenient Availability”, to expand distribution, transform distributor contracts, activate consumers, build brands, and exceed current company margin targets. By capturing the immediate consumption snacks opportunity, this initiative is projected to achieve $50-$70M in new revenue within 3 years.
• In first 12 months, led cross-function team to design holistic solution to existing distributor agreements to enable warehouse delivery where required. Secured national distribution in key customers leading to +30,000 outlets in year 1 and significant market share growth.
• Disciplined P&L management with focus on customer investment, product COPS, and product mix resulting in +5 margin points versus all other business.
• Launched new line of 6 Single Serve skus in 2007 projected to be $10M business in 2 years while also creating pipeline of 6 products to launch in 2008, meeting unique consumer requirements.
• Recognized with President’s Award (along w/core initiative team) for the comprehensive and breakthrough work of Convenient Availability.
• Led and participated in multiple strategic development projects including: Club Channel Strategy, National Sales Strategy, Snacks Division Strategy, Campbell Customer Alignment Strategy, International Strategy; Implemented action plans against key strategies, resulting in resource optimization and marketplace results.
• Re-invigorated partnership with key retailer to drive +10% sales growth; Grew shelf space, share of merchandising, and improved retail execution.
• Inherited $2M overspend from resigning employee along with excessive customer commitments; confronted issue with tough but fair 6 month spending and merchandising plan resulting in delivering customer margin growth of 2 points while completely resolving financial challenge.
• Inherited struggling and neglected team; provided vision, conducted tough conversations, encouraged and coached, and improved team engagement by 30%; 3.3 to 4.3 as measured by Gallup.
Kraft Foods, Inc.
Senior Customer Business Manager (Cincinnati, OH)
2002 to 2005
Led total business development of Beverage, Cereal, Coffee, Meals, Enhancers and Desserts portfolios with Kroger, Kraft’s #2 customer in the World. Responsibility included $500M in sales, a team of 15 and $112M in trade and operating investment. Key driver of strategic planning, category assessment, customer business planning, program development, and other customer initiatives. Effectively directed a multi-functional team to best align resources with a variety of customer needs including: Customer Marketing, Category Management, Logistics, & Retail Execution. Served as Customer Team lead for company-wide initiative to lever DSD capabilities against high profit warehouse businesses. Provided strategic thought leadership as core team member on Kraft North America Collaborative Customer Marketing Breakthrough Team responsible for developing a new customer marketing platform, process.
• Increased Kraft distribution and promotional activity 2 consecutive years driving overall sales growth rates of +4% compared to customer growth rate of less than 1%.
• Restructured Selling and Planning Team to drive customer focus and align resources to grow business. Vertical integration of sales and planning resulted in better strategic approach to business.
• Provided leadership for Collaborative Customer Marketing efforts, partnering with Kroger to develop and execute unique programs to drive revenue. Four of the largest annual events secured total Kraft portfolio merchandising and led to record levels of Kroger’s share of Kraft category revenue during events, while enabling Kraft to exceed volume and revenue targets by 5-8%.
• Awarded Cereal Division Region of the year in 2003.
• Improved region profitability with a greater focus on programming mix, moving from tonnage to revenue; 2004 PSD growth of +8.4% led the nation.
• Drove trade efficiency while achieving sales targets in 2003 and 2004; Reduced trade spend by 5%.
• Led price management strategy resulting in an average 5% reduction in base pricing.
• Achieved Best of Class execution on integration, sell-in, and retail execution against new partnership and acquired brands in the Coffee and Beverage sectors. Distribution levels exceeded National averages and were achieved in record time.
• Led launch of 27-item South Beach Diet product line for Total Kroger. Achieved 100% acceptance of items without cost-of-entry dollars, developed best in class customer marketing, and executed first-to-market retail strategy. During first 6 weeks, Kroger achieved a 50 share (compared to an 8 share of ACV) of National South Beach Diet product revenue with over $4M in retail sales.
• Promoted 4 Hi-Potential employees, 2 going to strategic headquarter planning roles.
Nabisco Foods, Inc.
Director, Customer Business Development (Cincinnati, OH)
2000 to 2002
Led strategic planning and sell-in of business plans for $300M Cookies/Crackers, Planters and Confections business segments with Kroger. Joint responsibility with field Region Vice Presidents for the company’s DSD and Broker sales force resources, supported by a $40M trade investment budget. Effectively directed multi-functional team to best align resources with a variety of customer needs including: Customer Marketing, Category Management, Logistics, & Retail Execution. Led integration of Nabisco Foods businesses (Planters & Confections) into portfolio, adding 3 new team members and a broker network. Provided strategic and tactical leadership to customer as we developed a national category sales plan.
• Increased merchandising levels on Biscuit business in 2001 leading to +3% growth compared to flat results nationally.
• Conducted planning sessions with customer, brand management and division general managers leading to development of special packs and customization of national programs.
• Led transition of division level planning and selling to Kroger’s national “Coordinated” approach. Maintained field relationships while becoming Kroger’s go-to partner in the new Coordinated planning and execution process.
• Developed first ever Kroger Coordinated national co-marketing program driving incremental merchandising and double-digit sales increases across portfolio.
Market Leader (Cincinnati, OH)
Jan 2000 to Nov 2000
Responsible for total customer and retail business management for five markets within the $285M Cincinnati Region. Developed and executed customer plans while leading 5 District Sales Teams and 3 Customer Business Managers. Accountable for an organization of 70 employees, supported by a trade and operating budget of $15M.
• Achieved all sales, share, and profit goals for year and was recognized by the Central Area for top performance.
• Led design strategy for retail teams to improve cost structure and delivered assigned cost targets.
• Completed internal leadership training focused on coaching employees. Developed team plan to standardize ongoing sales representative coaching leading to improved execution and morale.
Region Director of Customer Business Teams (Cincinnati, OH)
1998 to 2000
Responsible for strategic customer planning, selling and execution for $140M customer base. Team included sales, finance and category management functions. Led team of 10 direct reports and managed P&L for the team, supported by a $9M trade budget.
• Maximized annual trade ROI, increasing customer contribution rates +5 points through improved mix and efficient spending strategies.
• Developed market specific programs in Toledo and Cincinnati that brought together our customers, brands and local market dynamics and delivered revenue growth. Program led to enhanced merchandising opportunities with a customer that previously preferred our #1 competitor.
• Developed 2 Hi-Potential employees with personal coaching and connectivity, leading to their promotion to greater responsibility.
National Account Executive (Dallas, TX) 1997 to 1998
Responsible for sales strategy in 12 national convenience and wholesale customers, with annual volume of $35M. Led efforts to invigorate channel distribution, marketing and category strategies with customers, driving increased sales and P&L results. Involved in testing DSD application to the convenience store channel.
• Sold in merchandising plans that resulted in increased revenue of $2M in 1H of the year.
• Achieved 8% customer growth and 6% channel growth.
• Worked with headquarters marketing to develop trade marketing plans and national promotions which lowered trade spending cost while increasing sales, improving team P&L.
• Won 1997 National Sales Contest, as a team, with greatest increase over prior year sales.
National Account Manager (Dallas, TX)
1996 to 1997
Responsible for sales strategy development for McLane, Nabisco’s largest wholesaler, with annual volume of $25M. Worked with 15 divisions and local managers to execute distribution, category management and marketing plans.
• Negotiated repayment of outstanding deductions avoiding costly write-off.
• Achieved first place in 4th Quarter National Account Sales Growth Contest.
Account Representative (Dallas, TX)
1995 to 1996
Responsible for $20M in Volume for Wal-Mart, Target, K-Mart, Drug Stores and Regional wholesalers for the Southwest Region.
Sales Representative, Nabisco (Kansas City, KS)
1994 to 1995
Sales Associate, Nabisco (Kansas City, KS)
1993 to 1994
Sales Representative, Digi Postal Corporation (Kansas City, KS)
1992 to 1993
EDUCATION:
University of Dallas, Masters of Business Administration
Graduated with 3.9 GPA, December 1997
Team Leader, Capstone Class
Ambassador University, Bachelor of Science in Business Administration
Graduated with 3.9 GPA, May 1992
Sophomore Class President, Student Council Member |
