Ashle Basden Email & Phone Number

Charlotte, Nc, Us

Santa Clarita, Ca

Strategic growth of contract manufacturing customers, both new customers and organic customer expansion. To develop and commercialize the “Go to Market” plan to expand reach into Private Label direct to retail customers and control brand market entries in identified categories. Explore opportunities across all retail channels in multiple canned beverage categories. Execute partnerships to help DrinkPAK reach 40% Private Label penetration across markets as we expand production footprint.Key Achievements:  Pending Private Label contracts with Aldi, Target, Whole Foods, Costco, Kroger, HEB Mexico and multiple smaller regional customers. Worked with General Counsel to develop contract guidelines and expanding procurement and transportation guidelines to manage the DTR market. Helped develop Control Brand SKU’s to fill customer and consumer opportunities and expand DrinkPAK’s reach. Interviewed and hired Private Label brokers depending on market and customer strengths.

Charlotte, North Carolina Area

Director of Sales – Multi-Channel (2019 to Present) Leading the Southwest Regional Grocery Team, Dollar Channel team, and the Home Improvement Channel team. Directing each team to drive service and volume improvement with cross-functional and customer-specific plans.Key Achievements: • Awarded Private Label Vendor of the Year in 2020 and 2022 for outstanding management through COVID and comprehensive growth by Dollar General leadership. • Successfully transitioned Family Dollar from a transactional relationship to a strategic partner with an exclusive Private Label water agreement. • Developed job designs, hired, and trained cross-functional teams, resulting in sales and profitability growth in the Dollar and Home Channel customers. • Mentored and developed team members, resulting in multiple promotions each year

Charlotte, North Carolina, United States

Director of Sales – Dollar Channel (2018-2019) Focused on logistics and management of all Dollar customers to profitably grow unique business partnerships and exceed Niagara company growth by 32% in 2019.Key Achievements: • Analyzed and adjusted spending and promotional activity, driving profitability by 36%. • Collaborated with supply chain teams and customers to create specific supply plans for seasonal demand, minimizing lost sales. • Extended customer contracts to support continued success. • Achieved 75% Private Label share at Dollar General through promotions, distribution, and space management while controlling cost to serve.

Charlotte, North Carolina Area

Managed Ahold/Delhaize, Lowes Home Center, and Dollar General accounts nationally.Key Achievements: • Drove logistics savings and account growth, exceeding company growth targets. • Secured contract extensions with Delhaize and Dollar General, incorporating supply chain cost saving and control for Niagara.

Charlotte, North Carolina Area

Hunted, secured, and managed large and small customers in all channels in the Southeast. Identified and closed new accounts while growing volume, share, and profitability in existing accounts.Key Achievements: • Secured entire Delhaize account with a 3-year commitment, leading to 90% growth for Niagara in 2012.• Implemented transportation and logistics improvements, reducing freight costs by over $.05/case. • Achieved region volume growth of 22%, surpassing the plan. • Secured 8 new Private Label partners in the region, including Harris Teeter, KVAT, W Lee Flowers, Kerr Drugs, and expanded distribution at MDI to secure 100% of the Private Brand business. • Collaborated to develop Alternative Channel Niagara brand plan, successfully opening this channel for business.

Charlotte, North Carolina, United States

Managed Food Lion and Harris Teeter accounts, responsible for meeting and exceeding revenue targets while providing exceptional client service. Contributed to the design and implementation of a new trade management system.Key Achievements: • Increased Food Lion business from 1.2M cases in 2005 to over 6.4M cases in 2011. • Expanded distribution in Food Lion and Harris Teeter accounts, resulting in sales and profit growth for the category. • Successfully re-established Deer Park brand in Food Lion stores, achieving 45% growth over the target in 2011.

Charlotte, North Carolina Area

Managed Delhaize and other holdings, including Rite Aid, Walgreens, and CVS Drug Store chains nationally. Developed and implemented market plans for Food Lion, Hannaford, and KnK.Key Achievements: • Developed and implemented market plans for the entire drug channel, encompassing over $20M in business.

Charlotte, North Carolina Area

Managed Delhaize and other holdings, including Rite Aid, Walgreens, and CVS Drug Store chains nationally. Developed and implemented market plans for Food Lion, Hannaford, and KnK.Key Achievements: • Developed and implemented market plans for the entire drug channel, encompassing over $20M in business.

Charlotte, North Carolina, United States

National Account Executive – Convenience Store (2000-2005) Oversaw North and South Carolina convenience store market for Gatorade and Tropicana brands. Designed "go-to-market" strategies for the Carolina market, achieving the highest combined market share for Gatorade and Tropicana.Key Achievements: • Formulated, implemented, and managed yearly contracts with the five largest customers in the Southeast. • Achieved consistent sales and category profit growth in the assigned accounts.Broker Field Manager (1999-2000)Managed sales plans for broker-managed customers and oversaw retail implementation in a two-state region.Key Achievements:• Exceeded retail sales objectives for H2 in 1999 for the entire territory. • Successfully managed new product introductions.Senior Account Executive (1998-1999) Designed and implemented sales plans with Merchants Distributing Company, Fleming Warsaw, and all indirect customers to increase case volume and profitability.Key Achievements: • Achieved volume increase of 128% of objective in Q4 1998.Area Manager (1998) Managed four Broker offices and 13 customers for the Gatorade brand, generating $28M in sales.Key Achievements: