Experience

Wholesome Goodness

• United States
• Food Production
• 1 - 100 Employee

• Vice President of Sales

  • Jan 2023 - Present

• Director of Sales

  • Feb 2015 - Jan 2023

  Sales - Broker Management - All Channels.Wholesome Goodness - the first cross-category brand of nutritionally better-for-you products that are naturally delicious and affordable.



Marcal Manufacturing, LLC

• United States
• Paper and Forest Product Manufacturing
• 1 - 100 Employee

• Regional Director Sales CPG

  • Dec 2008 - Apr 2014

  • Initiated the successful launch and expansion of Marcal Small Steps environmental household paper brand to the Southeast and Southwest Retail Grocery trade, Dollar Store trade and Export (including Wal-Mart, Sam’s and Kroger). Volume growth doubled every year.• Initiated the launch and expansion and gained the first distribution for Marcal at Wal-Mart - US. Volume to exceeded $5M in first full year of limited distribution. • Developed and initiated a "retailer friendly" display ready pallet program which resulted in company wide incremental sales in excess of $20M. Built and developed customer working relations at multi levels through program.• Have met and exceeded the yearly sales plans for forecasting, volume, trade spending and profitability. Responsible for each accounts P&L and long term strategic plans to support business.



DaLin Sales, LLC

• Owner | CPG Operations, Regional Director Sales

  • 2006 - 2008

  • Owner/Founder of a start-up brokerage company penetrating all levels of Retail Grocery, Mass Market, Club and Food Service accounts in the South and Southwest United States, Puerto Rico and the Caribbean. • Developed a new line of flavored chocolate covered cranberries and merchandising strategy for retail distribution. • Owner/Founder of a start-up brokerage company penetrating all levels of Retail Grocery, Mass Market, Club and Food Service accounts in the South and Southwest United States, Puerto Rico and the Caribbean. • Developed a new line of flavored chocolate covered cranberries and merchandising strategy for retail distribution.



The Hain Celestial Group

• United States
• Manufacturing
• 700 & Above Employee

• Regional Sales Manager

  • 2005 - 2006

  • Responsibility over Southeast, Southwest and Latin America Grocery-Produce retail customers. Met and exceeded the sales plan for volume and profitability - 104%. • Strategic budget planning, new item profit analysis, merchandising strategy and plan-o-gram development.• Corporate account responsibility for Tree of Life. Exceeded budget by 3% in a declining category. • Responsibility over Southeast, Southwest and Latin America Grocery-Produce retail customers. Met and exceeded the sales plan for volume and profitability - 104%. • Strategic budget planning, new item profit analysis, merchandising strategy and plan-o-gram development.• Corporate account responsibility for Tree of Life. Exceeded budget by 3% in a declining category.



Northland Cranberries, Inc.

• Director of Sales

  • 1996 - 2005

  Director of Sales - 2001-2005Area Director - 1999-2001Region Manager - 1996-1999• Achieved sales, profit and share goals and led brand to #2 position and 23% market share in Eastern US. Managed 43% of total company retail sales volume, $100M.• Worldwide Military (DeCA) responsibility. DeCA business grew from 38th largest customer at Northland to the 7th largest with yearly increases of 34%, 27% and 31%.• New item development of single serve cans for use on Continental Airlines resulted in 13% growth.• Developed, tested, marketed and merchandised new flavor profiles targeting Hispanic and Latin juice consumption resulted in 11% growth. • Organized and merged the Eastern Area broker sales forces of Northland and Seneca while launching a national introduction of Seneca Cranberry Cocktails. • Hired, coached, developed and led direct field managers and initial broker sales force on the region and area level.• Strategic sales and marketing planning, volume and costs budgets, new item profit analysis, focus group analysis and plan-o-gram development for National Accounts and Region Managers.• Produce - fresh fruit corporate accounts: Kroger, Super Valu, Publix and DeCA.• Successfully introduced a new brand and secured 96% distribution in both Southeast and Mid Atlantic regions.• Exceeded sales budgets all three years as RSM. Region Manager of the year 1998.



Royal Oak Enterprises, LLC

• United States
• Manufacturing
• 100 - 200 Employee

• Regional Sales Manager

  • 1992 - 1996

  • Increased volume, profit and market share while securing the #1 brand position in 4 Florida markets for three categories.• Met and exceeded the yearly sales plans for both volume and trade spending. Responsible for each accounts P&L. Last two years sales increases were 23% and 14% in a declining category. Region Manager of the year 1994.• Total Broker Management: hiring, training, evaluating, and budgeting.• Managed both branded and private label products. Increased market share vs. previous year 1993-1996.



Sara Lee

• Regional Sales Manager

  • 1988 - 1992



Bil-Mar Foods

• RSM

  • 1988 - 1990