Responsible for growth and development of refrigerated and grocery lines for Paleo/Keto certified products. Developed and managed a network of food brokers throughout the Western USA. Traveled throughout the West calling directly on national and regional retailers and distributors in both natural and conventional channels.

Responsibility over Western U.S.A. sales offices, training and leadership of staff, logistics, demand planning, and sales operations. Development and implementation of sales strategies, monitoring, analysis and reporting of sales data, margin management. Development of target account strategies and MBO approach to achieving impactful and stretch objectives for sales team. Worked directly with operations team to improve sales/production planning processes and create a more efficient flow of goods in and out of the distribution center. Managed the 3PL relationship, working directly with 3PL executive management to improve efficiencies and service levels.

Development and implementation of Sales and Operational Planning process with the objective of achieving alignment and synchronization among all functions of the organization. Coordinate cross functional research activities to identify and reconcile significant variances and refine forecast models to reflect updated sales and marketing assumptions. Provide input to the development of inventory policies and parameters, including fresh and frozen inventories. Collaborate with executive team to determine balanced raw material and production needs across several distribution locations.

With the objective to expand lamb and meat sales throughout Northern and Southern California, I created, where none existed, a Team Leadership program to train sales teams. This includes a six state team, a total of nine sales professionals, working both on-site and remotely. With my leadership, this team transitioned from basic and production oriented to an efficient, goal driven organization. Along with these responsibilities, my role includes developing and implementing sales plans and value-added strategies; generating reports, forecasts and performing data analysis. Additionally, I oversee and manage important key accounts of Safeway, Raleys and Savemart. — Creation of West Coast Team Leadership program, resulting in over $10MM incremental sales. — Instrumental in formulating and administrating corporate sales goals; successfully meetingprofitability and growth objectives. — Management of key accounts of Safeway, Raleys, Savemart. — Provide essential broker training and performance evaluation. — Led forecasting initiative to develop and implement sales driven forecasting system. — Development of sales plans, weekly cut and data analysis, margin management pricing strategies.

As the principal of Victual Sales, I used my expertise in the protein business to form a national network of manufacturers and brokers; designed to assist retailers and suppliers in sourcing unique, specialty products and innovative services. My network brought companies together, I facilitated their collaboration, working to realize customized solutions to their specific supply and manufacturing needs.

When I joined Tyson Foods, sales represented $10MM of business. At the end of my term, Tyson was a $130MM per year business in Safeway alone. I managed a team of 5 selling the Safeway account nationally. I was personally responsible for sales to Safeway Food Service/Deli Division, where I managed $130MM in annual sales. I promoted Tyson’s All Natural 8-Piece Chicken to new channels, bringing in an incremental 10MM lb. of business yearly. My work in revamping outdated merchandising programs increased two product categories by 1.5M lbs. Followed by my success in reformulating Tyson’s Spicy Breaded Tenderloin packaging, splitting one item into two, resulting in $13MM in incremental sales. — Created merchandising programs increasing two categories by a combined 1.5M lb./year. — Secured initial distribution of Tyson’s All Natural 8-Piece Chicken; a resulting 10MM lb./year. — Developed a five year strategic plan; increasing sales over 60%, far exceeding budget each year. — Led internal and external supply chain process, from operational forecasting to client distribution. — Optimized product mix resulting in profitable EBIT.

A successful sales team is the backbone to implementing a successful sales strategy. As Division Sales Manager, I developed a sales team, including four regional managers, responsible for $130MM annually, while leading strategy for trade promotion and budget planning processes for the Western division. This included Safeway Corporate, a key account. I’m most proud of my success in growing fresh poultry volume in excess of 3MM lbs., surpassing corporate objectives and key performance indicators. — Grew fresh poultry volume objectives in excess of 3MM lbs. year over year. — Established and hand-picked a new sales team, overseeing $130MM in annual sales. — Managed trade promotion and budget planning process for the Western Division.

Developing and executing marketing strategies to exceed sales and profit margins, was my primary responsibility in this role. As the manager for the Safeway California account, one of my main duties was increasing SKU development and ACV on existing items by utilizing fact-based sales techniques (IRI, Nielson). I used these results to establish a national broker network as part of a high-yield, go-to-market strategy for Safeway, resulting in a marked increase in poultry sales and margins. — Developed and successfully executed marketing strategies to increase sales and margins. — Established a national broker network as part of a go-to-market strategy for Safeway California. — Successfully utilized fact-based sales techniques (IRI, Nielson).

In my time with Zacky Farms, I moved up from bilingual street salesman to leading Regional Sales Manager, overseeing a budget of $250MM a year. While developing sales programs for all wall Deli products, I grew distribution 5%, utilizing co-pack sourcing. I went on to develop and lead a new sales staff of four top-rated associates, successfully reaching corporate sales goals and objectives for all Northern California and Hawaii. — Grew product distribution 5% while utilizing co-pack sourcing. — Oversaw a budget of $25MM in sales, in addition to P/L results. — Developed sales programs for all wall deli products.