Helping steer the CPMA's vision to drive industry prosperity and increase consumption of fresh fruits and vegetables in Canada.

Heading strategic customer partnerships with 600+ independent grocery stores, I ensure vendor expectations are met and optimize stakeholder relationships to exceed organizational goals. I monitor company Profit & Loss (P&L) and influence the allocation of company resources. To increase retail sales with volume and/or merchandising incentives, I negotiate annual vendor retail programs. I also lead various departments in the planning and implementation of key programs and initiatives, delivering on sales and margin objectives at both wholesale and retail, in addition to enhancing customer service.A few key accomplishments in this position include the following:● Build and foster relationships with 600+ independent retail customers in Western Canada, providing guidance, training, and mentorship to enable success. ● Provide leadership to all fresh departments including Meat, Deli, Bakery, and Produce in all aspects of the business including Sales, Marketing, and Merchandising, ensuring sales and margin deliverables are met, while enriching the customer experience.● Orchestrate world-class grocery flyer programs, providing oversight to the Marketing and Advertising departments and facilitating collaboration with vendor partners, leading to an improvement in wholesale margins.● Plan and execute customer/vendor annual conferences internationally to establish and foster customer vendor relationships while learning through seminars and local store visits.