Professional Profile

Accomplished sales and marketing executive with a proven record of progressive revenue growth and brand development across all major retail classes of trade.   Provides strategic and tactical direction, setting market penetration and revenue goals that integrate the competitive, supply chain, and merchandising realities of the market.   Possesses a thorough, practiced knowledge of relationship management, sales channel alternatives, and retail selling environments.  Creates merchandising, packaging, and promotional programs that drive sales, build trade relationships, and gain brand awareness.   Leads through example, manages by objective, and executes responsibilities in light of strategic goals.

      Revenue Growth:   Principle sales & marketing executive for three confectionery  and bakery consumer products manufacturers. Achieved 12%, or $3.5 million, average annual increase in new sales for 18 years.  Average annual sales under management of $13.5 million with cumulative new sales contributions of $210 million during tenures.

      Brand Management: Responsible for positioning and growth of 16 brands consisting of 200 SKUs and 4 private label programs.  Created class of trade and season specific programs by brand, and put into place the merchandising, communications, and promotional support for national retail placement. 

     Product Development:  Responsible for coordinating new product opportunities, line extensions, and packaging revisions through the development cycle.  Created selling opportunities for seasonal and new retail segments by adapting existing production capabilities to new product opportunities.  Developed POS packaging, merchandising vehicles, and matched product attributes to emerging market needs.

      Sales Organization: Staffed and managed the national sales organization of 6 regional managers and 30 brokers in key metropolitan areas.   Built and maintained strong relationships with major national retail headquarter accounts.    Instituted the sales plan, budget, and ROI metrics to sustain profitable growth.

      Account/Business Development:   Relationship management and brand recognition efforts grew the customer base to 250 national and regional retail chains and distributors accounts in virtually all major retail classes of trade providing brand presence in over 20,000 retail outlets. 

      Marketing Communication/Promotion:  Provided the creative direction and content for trade publication advertising, press releases, and new product announcements.  Developed three corporate web sites and instituted a web based CRM application to provide a basis for eMarketing, collaborative sales and marketing campaign management, and on-demand collateral support to the national sales staff.