Experience

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  Cut Flower Exchange of PA, LLC

  • Conshohocken, PA

  • Owner

    • Aug 2012 - Present
    • Conshohocken, PA

    Cut Flower Exchange of PA, LLC is a floral wholesaler just outside Philadelphia specializing in procuring high quality flowers, plants and floral supplies for any floral professional. We are especially focused in supporting these professionals that are providing floral services for weddings, parties and special events. With over 30 years of flower experience, we can help you be successful !

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  Pennock Wholesale Florist

  • Philadelphia

  • General Manager -Pennock Tri-State

    • Oct 2011 - May 2012
    • Philadelphia

    * Increased profitability in 5 of 6 months of tenure.* Defined customer criteria and began to refocus sales organization around market segment.* Established the first newsletter, and social media campaign in the companies history in order to modernize the market impression of Pennock as a stodgy old school wholesale organization.*Lead the sales team to adopt web ordering programs like dutch direct buying and syndicate stars program. With more orders this way than all Pennock branches combined.

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  AMERICAN FLOWER GROUP

  • President, Mass Market Division

    • Feb 2010 - Sep 2010

    and distributor of fresh cut flowers, primarily to domestic bouquet makers and wholesale florists. Annual revenue: $20 million.; Conceptualized and instituted a wholly new corporate identity for the mass market division, which primarily encompassed redefining the operations plan, restructuring the staff and optimizing the facility. Held senior responsibility for marketing, sales and P&L.Propelled sales from less than $1.2 million to a projected $4.5 million within just 1 year in the targeted mass market segment.Opened several premium national accounts using an aggressive sales approach comprised of customer visits, product presentations and customer show participation.Launched a new name and logo, Next Generation Floral, at the International Flower Exhibit in Miami in June 2010, to communicate a fresh brand and achieve competitive differentiation. Reduced operating expenses at the Miami location $22K monthly by restructuring, relocating and renegotiating inbound freight rates for the Miami and New York offices.

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  HOSA

  • Director Sales and Marketing

    • Feb 2009 - Feb 2010

    Division of a Top 10 Colombia-based flower grower and exporter, which sells to supermarkets, mass marketers and floral wholesalers in the US and Canada.Captured $1.5 million in new revenue in just the 1st year, by opening three mass market accounts.Overhauled the sales structure and designated a lead sales specialist to conduct prospect identification and sales, supported by an administrative person conducting order entry.Conceptualized and presented an email campaign to build the HOSA brand online, support the brand offline, and optimize the business' position as an industry leader.; the US, importing and distributing cut flowers, fruit, plants and hard goods to floral wholesalers, florists, event planners and supermarkets. $115 million annual revenue.Director, Sales & Business Development: Defined the growth plan to capture higher market share in the mass market floral segment. Built sales budgets, structured sales programs and oversaw the sales team.

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  Delaware Valley Wholesale Florist

  • United States
  • Wholesale
  • 100 - 200 Employee

  • President freshblooms

    • Feb 2003 - Jan 2009

    President, Freshblooms: Advanced to this position to strategically guide the launch of the mass market division, selling exclusively to supermarkets east of the Mississippi. Conceptualized the name and logo. Defined the marketing plan and sales model to effectively penetrate a new market segment that the company had long attempted to reach. Built the procurement and support teams. Directed 15 sales representatives, buyers and administrative staff.Provided key leadership that proved instrumental to driving revenue growth from $5.5 million to $16 million.Orchestrated the corporate presence at national trade shows in order to generate industry buzz and build the brand name.Developed standards for the establishment of VeriFlora, a national sustainability initiative for the ornamental floriculture industry, which continues to reign as the most-respected green certification in the floricultural industry.

  • Senior Category Manager- Rose/spray roses

    • May 1999 - Feb 2003

    Grew the sales and profits of the rose and spray rose category consistently during my tenure. This was accomplished thru rationalizing vendor base, standardizing rose purchasing methods and sales presentations. Was instrumental in transitioning to new enterprise software system, corporate strategic planning, and developing marketing programs for DVWF,

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  Johnson's Flowers

  • Fresh Procurement

    • 1977 - 1988

    Was responsible for procuring all fresh products for a 8 store retail floral chain including floral items, fruit,produce and plant materials. I also established recipes for retail floral offerings. By maintaining fresh purchases and tight inventory, I achieved gross profit margins and profit goals.