Experience

LALA U.S., Inc

• United States
• Food & Beverages
• 300 - 400 Employee

• Regional Sales Manager

  • Jan 2023 - Present

  Rogers, Arkansas, United States Promoted in December 2022 to Regional Sales Manager for Central Grocery. Responsible for a mix of retailers from individual chains (Save-A-Lot, Brookshire Brothers, and Brookshire Grocery) to a warehouse driven sales (Associated Wholesale Grocers, and Associated Grocers - Baton Rouge). Additional responsibilities include sales forecasting, trade manangment, broker management, and P&L management.

• Senior Sales Analyst

  • Apr 2021 - Jan 2023

  Bentonville, Arkansas Created all new dashboard reporting using Retail Link data for the Walmart and Sam's Club businesses. Tracked market performance using Nielsen data. Participated in numerous category buyer meetings and business reviews.



Deb's Gourmet Pantry LLC

• Co-Owner

  • Jan 2006 - Present

  Rogers, Arkansas, United States Deb's Gourmet Pantry is a manufacturer of gourmet specialty food founded by my wife, Deb, and I in 2006. Our product offerings include 6 flavors of jam and jelly with retail distribution in 50 locations across 4 states. You can visit our website (www.debsgourmetpantry.com) for more information on our business, products and locations. I created and launched our web site in May 2020 to support our growing business. I list this experience more to speak to the entrepreneurial spirit that… Show more Deb's Gourmet Pantry is a manufacturer of gourmet specialty food founded by my wife, Deb, and I in 2006. Our product offerings include 6 flavors of jam and jelly with retail distribution in 50 locations across 4 states. You can visit our website (www.debsgourmetpantry.com) for more information on our business, products and locations. I created and launched our web site in May 2020 to support our growing business. I list this experience more to speak to the entrepreneurial spirit that many employers seek when searching for qualified candidates. Traits that include being a risk taker, an influencer, customer focused, a self starter and a salesman are just a few of the qualities it takes to be entrepreneurial. However, what works best for our family is for me to focus on my passions for category management and sales analytics while allowing my wife to focus on Deb's Gourmet Pantry. My support of the business has never been a distraction as I pursue my career. Show less



Crayola

• United States
• Manufacturing
• 700 & Above Employee

• Category Advisor Manager - Walmart

  • Nov 2015 - Feb 2019

  Bentonville, AR 3+ years Advisorship in the Children's Activity Category, including 3 major planning periods and aggressive seasonality in two major seasonal events in Back to School and Holiday. Relays include BTS, Fall and Spring in support of WMT business. The team consisted of myself and a Category Analyst. Key Achievements: • Privileged to work with a Senior Buyer to grow Total Category Sales by 21.5% • Launched Retail Ready Packaging in the Category converting many items from Peg to Tray… Show more 3+ years Advisorship in the Children's Activity Category, including 3 major planning periods and aggressive seasonality in two major seasonal events in Back to School and Holiday. Relays include BTS, Fall and Spring in support of WMT business. The team consisted of myself and a Category Analyst. Key Achievements: • Privileged to work with a Senior Buyer to grow Total Category Sales by 21.5% • Launched Retail Ready Packaging in the Category converting many items from Peg to Tray merchandising. Crayola negotiated that PODs be expanded in exchange for no cost increases. Crayola PODs were increased by 9% during that relay period with Buyer approval. • Through my own curiosity I created an all new Shopper Insight by combining CDC Child Birth Rate Data with Crayola School List data to reveal an all new insights on Crayons and Colored Pencils that supported existing trends and provided the basis for predicted demand in future years. • Delivered a Presentation to Crayola Corporate on Category Management at Walmart and Insights on Packaging Design. Presented to over 50 Crayola packaging and marketing team members. Fast forward 9 months and my recommendations were evident in new product development. One of the most rewarding things I did in my time with Crayola. • Crayola Art With Edge was a new product line that I believed would be highly incremental to the category and convinced they buyer to take 2 items initially. One year later that line grew to 7 items due to performance that did not take away from Children or Adult coloring book sales just as predicted. • I am passionate about Merchandising Testing: o Age progression merchandising was adopted after in store testing o One Modular test switched the top and bottom positions of Giant Coloring Books and Crayola Color Wonder resulting in a 9% increase in GCP Sales and 1% increase in CW that went to the bottom shelf. The new merchandising approach was implemented chain wide. Show less



Ebro North America

• Category Advisor Manager - Walmart

  • Dec 2014 - Jul 2015

  Rogers, AR Ebro NA has two basic businesses (Rice and Pasta). Worked for Ebro focused on the completion of a Major Relay already in progress in a CoAdvisor capacity. Lead a team of 3 supporting Ebro Sales and the Walmart Buyer.



Kraft Foods Group

• Category Advisor - Walmart

  • Nov 2012 - Dec 2014

  Rogers, Arkansas The Category Advisor role provides unbiased recommendations for Merchandising, Store Clustering Strategy, Assortment Strategy, and Performance Analysis in support of the Category Buyer to grow category sales. Key Achievements: • In the 2 years with Kraft, have worked through numerous Relays both Major and Minor. Developed successful trusting relationships with two Walmart Category Buyers. • Trust was initially established through the granular approach to analysis that was… Show more The Category Advisor role provides unbiased recommendations for Merchandising, Store Clustering Strategy, Assortment Strategy, and Performance Analysis in support of the Category Buyer to grow category sales. Key Achievements: • In the 2 years with Kraft, have worked through numerous Relays both Major and Minor. Developed successful trusting relationships with two Walmart Category Buyers. • Trust was initially established through the granular approach to analysis that was used for weekly performance reporting. The approach supplemented the typical fineline analysis followed by most WMT Advisors. • One Category Insight led to the implementation of a new merchandising strategy. Developed a store test affecting 100 stores. Gap analysis confirmed the strategy and was implemented nationally resulting in incremental gains of $125,000 that benefited both Kraft and WMT. • An unbiased approach has led to Category Market Share gains for both WMT and Kraft. • It was an honor when early on the Category Buyer recognized my analytical abilities and my approach to Space to Sales Analysis as the Best in Class standard to be followed by all of their Advisors. • The role can be tactical in nature requiring an attention to detail approach dealing with planograms covering 4400 stores, weekly sales reporting and various Holiday and post promotional analysis. Show less



Crossmark Sales and Marketing

• United States
• Manufacturing
• 100 - 200 Employee

• Business Analyst

  • Jul 2011 - Nov 2012

  American Italian Pasta Company - Kansas City CROSSMARK is the broker for AIPC, the largest manufacturer of dry pasta in North America. AIPC’s portfolio includes Private Label, Control Brands, and 6 Regional Brands, operating 3 manufacturing plants in the USA and 3 in Italy. As CROSSMARK’s in-house representative, I was imbedded and officed at the corporate headquarters of AIPC. The Customer Marketing Department of which I was a member consisted of 4 team members including the Sr. Director of Customer Marketing and Consumer Insights… Show more CROSSMARK is the broker for AIPC, the largest manufacturer of dry pasta in North America. AIPC’s portfolio includes Private Label, Control Brands, and 6 Regional Brands, operating 3 manufacturing plants in the USA and 3 in Italy. As CROSSMARK’s in-house representative, I was imbedded and officed at the corporate headquarters of AIPC. The Customer Marketing Department of which I was a member consisted of 4 team members including the Sr. Director of Customer Marketing and Consumer Insights, and 2 additional Analysts. Key Achievements: • For AIPC’s “LA Summit” meeting, I developed an in-depth Shopper Insights review of the Los Angeles market based on Nielsen Panel Data for presentation to top executives and the sales team. The purpose was to determine if the Anthony’s brand was indeed a Hispanic brand. Analysis revealed that Anthony’s is a preferred brand by the Southern California Hispanic population. • When faced with the challenge of average distribution measures, I pursued what would be a winning creative approach utilizing Nielsen’s StoreView data. Analysis of the top Save Mart & Lucky stores indicated that AIPC’s Whole Grain items sell at much higher rates than the competition. We were able to achieve deeper shelf presence at both accounts to grow market share. • Assisted with the launch of two entirely new pasta cuts (Ridged Ziti and Ridged Jumbo Elbows) based on volume estimates derived from analysis based on cut type. These items rounded out the branded lineup and did not previously exist. • Various Sales, New Item, and Conversion Trackers were developed for reporting and decision making purposes. Show less



Advantage Solutions

• Advertising Services
• 700 & Above Employee

• Category Manager

  • Nov 2005 - Jul 2011

  Lenexa, Kansas Working for one of the largest national food brokers, I had Category Captain responsibilities for over 35 Categories on behalf of our numerous CPG manufacturing clients. All of our business was regionally based out of Kansas City working with Associated Wholesale Grocers (AWG) and their sister company Valu Merchandisers Corp (VMC) Key Achievements: • My biggest achievement was being awarded Category Captainship at VMC previously held by P&G in numerous HBC Categories. A… Show more Working for one of the largest national food brokers, I had Category Captain responsibilities for over 35 Categories on behalf of our numerous CPG manufacturing clients. All of our business was regionally based out of Kansas City working with Associated Wholesale Grocers (AWG) and their sister company Valu Merchandisers Corp (VMC) Key Achievements: • My biggest achievement was being awarded Category Captainship at VMC previously held by P&G in numerous HBC Categories. A nonbiased approach led to becoming VMC's trusted Advisor and it led to wins for VMC as well as ASM's numerous clients • GlaxoSmithKline (makers of Tums, Aquafresh, Sensodine, Polident, Et al.) 2010 S.T.A.R. Award recipient in recognition of Category performance in the Oral Care at VMC. • Gates BBQ Sauce – Feeding my own curiosity in the seasonality of the BBQ Sauce category I uncovered a previously unknown and counterintuitive spike in consumption around the Christmas holiday. My recommendation for a holiday promotion is still a highly effective, and at that time uncontested, promotion resulting in brand market share growth. • ACH Foods (makers of Durkee, Spice Island, and Weber Spices, Et al.) In 2008, after some project work and visit to the ACH Plant in Ankeny Iowa, I was named the National ASM Representative for all Merchandising Support for ACH. • Completion of the Advantage Category Management Certification Training (ACT) lead by Resources Optimization International LLC (ROI). Program levels I, II, and III stretched multiple years. “Dave truly enjoys what he does and makes every effort to provide both his internal and external customers the best assistance in the form of analysis and insight” Susan Braner, Dir. of Category Development, 2010 performance review Show less



Balls Foods

• HBC/GM Manager

  • May 2003 - Nov 2005

  Shawnee, Kansas Balls Foods is one of the largest independent retailers in the Kansas City Metro area. I initially obtained a position as HBC/GM Manager. Duties included Purchasing, Merchandising, Profitability Management, Shrink Management, and Staff Management. I truly believe that my time with Balls Foods best prepared me for my intended career in Category Management. Key Achievement: • The HBC/GM Department I was responsible for had annual revenue of approximately $800K. • Combined… Show more Balls Foods is one of the largest independent retailers in the Kansas City Metro area. I initially obtained a position as HBC/GM Manager. Duties included Purchasing, Merchandising, Profitability Management, Shrink Management, and Staff Management. I truly believe that my time with Balls Foods best prepared me for my intended career in Category Management. Key Achievement: • The HBC/GM Department I was responsible for had annual revenue of approximately $800K. • Combined department sales were routinely 8% to 12% of total store sales. It was not till much later that I discovered the industry average was closer to 4%. The Department routinely had the best quarterly performance in the company according to the retailer’s own internal reports. Show less