Experience

Simply 7 Snacks

• United States
• Food and Beverage Services
• 1 - 100 Employee

• VP of Sales

  • Jul 2016 - Mar 2021

  Responsible for overall sales and profit goals of "good for you" snack brand featuring over 30 SKU's within Quinoa, Hummus, Lentil, Kale and Organic Veggie flavor platforms in U.S. Grew brand from infancy to $16 mil in sales and #4 ranking non-Tortilla healthy snack brand in first 2 years, building to peak of 95% retailer acceptance/distribution across Grocery, Drug, Mass and Natural. Managed domestic U.S. and International sales teams with distribution in over 30 countries.

• Director of Sales

  • Jan 2013 - Jul 2016



Plantation Products

• United States
• Manufacturing
• 1 - 100 Employee

• National Sales Manager

  • May 2009 - Oct 2012

  Prominent company in Lawn and Garden industry with #1 share positions in branded (Ferry-Morse and NK) and private label organic and non-organic packet seeds and OMRI-listed Jiffy seed starting plus focused growth in grass seed, deer plot mix, potting mix and eco-friendly gift categories. Key competitors included Burpee, Miracle Gro and Scott's. Job responsibilites included managing team of 11 Territory Managers, managing numerous key accounts including Lowes, Costco, Toys R Us, AAFES and Whole… Show more Prominent company in Lawn and Garden industry with #1 share positions in branded (Ferry-Morse and NK) and private label organic and non-organic packet seeds and OMRI-listed Jiffy seed starting plus focused growth in grass seed, deer plot mix, potting mix and eco-friendly gift categories. Key competitors included Burpee, Miracle Gro and Scott's. Job responsibilites included managing team of 11 Territory Managers, managing numerous key accounts including Lowes, Costco, Toys R Us, AAFES and Whole Foods and being Chairperson of the Potting Mix committee. Improved company sell-through on packet seeds and seed starting from 59% to 68%, improving company bottom-line profits. Spearheaded distribution drive that yielded 25 totally new accounts in Food, Drug, Mass, Hardware, Hobbies and Crafts and Natural channels including Jo Ann’s, Ahold, CVS, Whole Foods, Super Valu, Family Dollar, Northern Tool, Commerce and Exel Distributing. As Potting Mix Committee Chairperson, oversaw sales growth of fledgling category for Ferry-Morse to $5.1 mil, building retailer and distributor to 53 accounts, developing pricing, forecasting model and retailer incentive programs to assure item profitability, creating new items/improved packaging and working with Operations and 3rd party testing labs to improve formulas and maximize product efficacy. Also member of lawn seed, display planning, flower bulb and deer plot mix (WildGame Max) committees. Show less Prominent company in Lawn and Garden industry with #1 share positions in branded (Ferry-Morse and NK) and private label organic and non-organic packet seeds and OMRI-listed Jiffy seed starting plus focused growth in grass seed, deer plot mix, potting mix and eco-friendly gift categories. Key competitors included Burpee, Miracle Gro and Scott's. Job responsibilites included managing team of 11 Territory Managers, managing numerous key accounts including Lowes, Costco, Toys R Us, AAFES and Whole… Show more Prominent company in Lawn and Garden industry with #1 share positions in branded (Ferry-Morse and NK) and private label organic and non-organic packet seeds and OMRI-listed Jiffy seed starting plus focused growth in grass seed, deer plot mix, potting mix and eco-friendly gift categories. Key competitors included Burpee, Miracle Gro and Scott's. Job responsibilites included managing team of 11 Territory Managers, managing numerous key accounts including Lowes, Costco, Toys R Us, AAFES and Whole Foods and being Chairperson of the Potting Mix committee. Improved company sell-through on packet seeds and seed starting from 59% to 68%, improving company bottom-line profits. Spearheaded distribution drive that yielded 25 totally new accounts in Food, Drug, Mass, Hardware, Hobbies and Crafts and Natural channels including Jo Ann’s, Ahold, CVS, Whole Foods, Super Valu, Family Dollar, Northern Tool, Commerce and Exel Distributing. As Potting Mix Committee Chairperson, oversaw sales growth of fledgling category for Ferry-Morse to $5.1 mil, building retailer and distributor to 53 accounts, developing pricing, forecasting model and retailer incentive programs to assure item profitability, creating new items/improved packaging and working with Operations and 3rd party testing labs to improve formulas and maximize product efficacy. Also member of lawn seed, display planning, flower bulb and deer plot mix (WildGame Max) committees. Show less



Dreamerz Foods

• United States
• Beverage Manufacturing

• VP of Sales

  • Jan 2008 - May 2009

  Start-up company unveiling innovative consummable sleep aid products in chocolate square, fruit mix powder sticks and shelf stable dairy drink forms. Successfully led the company from test market to national distribution, building a national FDM and Natural broker network and introducing the brand to 82 accounts. Created selling story and go-to-market strategy, involved in marketing and account-specific activities, trade shows, pricing decisions and forecasting. Surpassed expectations by… Show more Start-up company unveiling innovative consummable sleep aid products in chocolate square, fruit mix powder sticks and shelf stable dairy drink forms. Successfully led the company from test market to national distribution, building a national FDM and Natural broker network and introducing the brand to 82 accounts. Created selling story and go-to-market strategy, involved in marketing and account-specific activities, trade shows, pricing decisions and forecasting. Surpassed expectations by building distribution in 35 FDM and Natural retailers and distributors (3315 stores), including Publix, Whole Foods, Safeway, HEB, Pharmaca, UNFI, Tree of Life and Longs. Company ceased operations in May 2009. Show less Start-up company unveiling innovative consummable sleep aid products in chocolate square, fruit mix powder sticks and shelf stable dairy drink forms. Successfully led the company from test market to national distribution, building a national FDM and Natural broker network and introducing the brand to 82 accounts. Created selling story and go-to-market strategy, involved in marketing and account-specific activities, trade shows, pricing decisions and forecasting. Surpassed expectations by… Show more Start-up company unveiling innovative consummable sleep aid products in chocolate square, fruit mix powder sticks and shelf stable dairy drink forms. Successfully led the company from test market to national distribution, building a national FDM and Natural broker network and introducing the brand to 82 accounts. Created selling story and go-to-market strategy, involved in marketing and account-specific activities, trade shows, pricing decisions and forecasting. Surpassed expectations by building distribution in 35 FDM and Natural retailers and distributors (3315 stores), including Publix, Whole Foods, Safeway, HEB, Pharmaca, UNFI, Tree of Life and Longs. Company ceased operations in May 2009. Show less



Hawaiian Tropic Suncare

• United States
• Manufacturing
• 1 - 100 Employee

• VP of Sales

  • Jan 1996 - Dec 2007

  Recruited to reinvigorate sales organization of 10 National Account Directors and 44 brokers throughout the US. Restructured national sales team and broker network and instituted strategic selling changes and communication systems that resulted in profitable growth despite a category of much larger competitors (Schering-Plough, J & J, L’Oreal and Playtex) with significantly “deeper pockets”. Partnered with Marketing team on new item ideation/focus groups, developed go-to-market strategies… Show more Recruited to reinvigorate sales organization of 10 National Account Directors and 44 brokers throughout the US. Restructured national sales team and broker network and instituted strategic selling changes and communication systems that resulted in profitable growth despite a category of much larger competitors (Schering-Plough, J & J, L’Oreal and Playtex) with significantly “deeper pockets”. Partnered with Marketing team on new item ideation/focus groups, developed go-to-market strategies, national pricing and promotion strategies, crafted account specific promotions and implemented SKU priority assortment. Annual author of brand “selling story” in promotional materials after thorough analysis of Nielsen category data and marketing research findings. Boosted Hawaiian Tropic sales from $41 mil to $91 mil from 1996 to 2007. Achieved volume growth objective every year from 2000 to 2006. Achieved market share growth in 7 of the past 9 years from 1999 to 2007. Enhanced SKU count in top 20 Food, Drug and Mass accounts by 88%, from 10.5 avg. to 19.7 per account. Achieved planogram position placement objective in top 20 accounts every year from 2001 to 2007. Show less Recruited to reinvigorate sales organization of 10 National Account Directors and 44 brokers throughout the US. Restructured national sales team and broker network and instituted strategic selling changes and communication systems that resulted in profitable growth despite a category of much larger competitors (Schering-Plough, J & J, L’Oreal and Playtex) with significantly “deeper pockets”. Partnered with Marketing team on new item ideation/focus groups, developed go-to-market strategies… Show more Recruited to reinvigorate sales organization of 10 National Account Directors and 44 brokers throughout the US. Restructured national sales team and broker network and instituted strategic selling changes and communication systems that resulted in profitable growth despite a category of much larger competitors (Schering-Plough, J & J, L’Oreal and Playtex) with significantly “deeper pockets”. Partnered with Marketing team on new item ideation/focus groups, developed go-to-market strategies, national pricing and promotion strategies, crafted account specific promotions and implemented SKU priority assortment. Annual author of brand “selling story” in promotional materials after thorough analysis of Nielsen category data and marketing research findings. Boosted Hawaiian Tropic sales from $41 mil to $91 mil from 1996 to 2007. Achieved volume growth objective every year from 2000 to 2006. Achieved market share growth in 7 of the past 9 years from 1999 to 2007. Enhanced SKU count in top 20 Food, Drug and Mass accounts by 88%, from 10.5 avg. to 19.7 per account. Achieved planogram position placement objective in top 20 accounts every year from 2001 to 2007. Show less



Quaker Oats Company

• United States
• 1 - 100 Employee

• National Trade Marketing Manager

  • Jan 1992 - Dec 1995

  Recruited to bring brand focus to C-Store channel and ultimately rebuild infrastructure of the channel for Gatorade. Constructed go-to-market budgets and disseminated to Field Managers. Worked closely with Brand Marketing on new product development, pricing strategies, consumer insight projects, in-store display and POS materials. Gatorade brand in C-Store channel grew from $175 mil to $450 mil despite Powerade and All-Sport entries and numerous bottled water introductions during 4 year tenure.… Show more Recruited to bring brand focus to C-Store channel and ultimately rebuild infrastructure of the channel for Gatorade. Constructed go-to-market budgets and disseminated to Field Managers. Worked closely with Brand Marketing on new product development, pricing strategies, consumer insight projects, in-store display and POS materials. Gatorade brand in C-Store channel grew from $175 mil to $450 mil despite Powerade and All-Sport entries and numerous bottled water introductions during 4 year tenure. Improved Gatorade market share from 80.5 to 81.7 share points of isotonic beverage category. Created broker training program that was used as the centerpiece of channel development; primary actor in training video. Instrumental in converting 32 oz glass bottle to plastic and developing and bringing to market 16 oz plastic bottle and 20 oz Sports Bottle. Involved in successful integration of sales and marketing organizations of Gatorade and Snapple into one cohesive unit following the 11/94 acquisition. Show less Recruited to bring brand focus to C-Store channel and ultimately rebuild infrastructure of the channel for Gatorade. Constructed go-to-market budgets and disseminated to Field Managers. Worked closely with Brand Marketing on new product development, pricing strategies, consumer insight projects, in-store display and POS materials. Gatorade brand in C-Store channel grew from $175 mil to $450 mil despite Powerade and All-Sport entries and numerous bottled water introductions during 4 year tenure.… Show more Recruited to bring brand focus to C-Store channel and ultimately rebuild infrastructure of the channel for Gatorade. Constructed go-to-market budgets and disseminated to Field Managers. Worked closely with Brand Marketing on new product development, pricing strategies, consumer insight projects, in-store display and POS materials. Gatorade brand in C-Store channel grew from $175 mil to $450 mil despite Powerade and All-Sport entries and numerous bottled water introductions during 4 year tenure. Improved Gatorade market share from 80.5 to 81.7 share points of isotonic beverage category. Created broker training program that was used as the centerpiece of channel development; primary actor in training video. Instrumental in converting 32 oz glass bottle to plastic and developing and bringing to market 16 oz plastic bottle and 20 oz Sports Bottle. Involved in successful integration of sales and marketing organizations of Gatorade and Snapple into one cohesive unit following the 11/94 acquisition. Show less



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Operations Manager

  • Jun 1989 - Jun 1990

  Leader of company-owned bottling operation in eastern TN with 35 employees that included 17 routesaleman. Responsible for all aspects of business including designing routes, on-going sales training and incentive contests, goal setting and tracking, warehouse maintanence, weekly team meetings, price setting and building relationships with FDM and Food Serivce accounts in territory. Achieved volume goal in 11 of 12 months in position.

• Franchise Mgr

  • Feb 1986 - Jun 1989

  Worked with 17 different franchise botters in FL, GA, MS, LA, NC and SC to improve sales, visibility and market share for PepsiCo beverage portfolio of brands. Co-authored account and marketing programs between parent company and bottlers. Achieved volume quota every year.

• C-Store Account Executive

  • Jun 1985 - Feb 1986

  Build relationships with C-Store accounts and co-ordinated programs and activites among 28 PepsiCo franchise bottlers throughout the Southeast.



Quaker Oats Co.

• Account Manager

  • Oct 1984 - Jun 1985

  Managed AL/MS territory, calling on Delchamps and Autry Greer headquarter category managers and approx. 75 retail accounts. Categories sold included oatmeal, corn meal, grits, dry cereal, dog food, cat food, pancake and syrup, isotonic beverages and beans.

• Account Representative

  • Jun 1983 - Oct 1984

  Managed TN/MS/AR territory, calling on Malone and Hyde headquarter category managers and approx. 125 retail accounts. Categories sold included oatmeal, corn meal, grits, dry cereal, dog food, cat food, pancake and syrup, isotonic beverages and beans.