Chelsea (Wagner) Forero Email & Phone Number

Denver, Co, Us

• Develop and execute strategic plans to achieve sales targets with key National Accounts such as Rite Aid, GNC, and The Vitamin Shoppe.• Analyzed business priorities including innovation sell-in and consumer insights to drive growth and increase revenue.• Managed trade spend budgets and utilized data for pre and post promotional analysis.

San Diego, California, United States

✦Accomplished National Account Manager that has steered strategic plans of a $14M national book of business.✦Overseeing key tasks such as fostering strong relationships with vendors, carriers, and 3PL providers along with negotiating contracts, establishing competitive pricing, and optimizing service levels.✦Kept abreast peers, senior leadership, and retail buying partners of quarterly forecasts, including all aspects of trends, performance, and headwinds.✦Supervised all areas of YOY growth proj., forecasting, operational order management, and promotional planning on both national and regional level for over 300 vendors and large retail chains.✦Effectively communicated data-driven insights to key stakeholders in order to increase business development on a Q/Q basis.✦ Triggered two-fold increase in growth and baseline sales accompanied by growth of brand share Q/Q through establishment of strong partnership with Sprouts; optimizing speed to shelf innovation and testing first-ever quarter pallet program with top item.✦ Surpassed and maintained fill rates of 90% in conjunction with retail partners across 13 DCs with 495 unique DC SKUs by consistently driving procedural efficiencies, streamlining processes, ensuring effective collaboration with supply chain within distributor business, and establishing SOPs.✦ Launched a first-to-market stunning display in 163 nationwide stores, introducing a groundbreaking concept for Vital Proteins as well as pioneering vitamins and supplements strategies with a quarter pallet drop, leading to sales growth for Sprouts' top product in Q1 during the highest revenue time period.✦ Facilitated achievement of a 91% fill rate within 6 months and ensured adequate stocking to fulfill retailer demands while increasing promotional order sales for top two retailers and minimizing stock shortages.✦ Generated sales revenue by assessing sales processes, managing promotional trade spend, and tracking ROI in areas of business improvement.

San Diego County, California, United States

In my past role as a regional sales manager I was responsible for many roles within our organization which collectively builds out a plan for execution in the San Diego, Arizona, and Las Vegas Territories; as well as nationally with our INFRA banner.Regional sales planning inclusive of building out and expanding the San Diego region while continuously executing against Key Performance Indicators and quarterly sales quotas.✦ Manage national and regional accounts including Sprouts, WFM, Natural Grocers, Pharmaca, AFS Distribution, and certain key regional accounts. ✦ Build communication between natural distributors for areas of opportunity while also managing Inside Sales strategy regionally for independent business.✦ Execute and plan all buyer communications, build strong buyer and retail relationships, manage brand communications and company changes while optimizing current brand at shelf level.National INFRA Accounts sales planning which includes forecasting, trade management, promotional planning, and execution.✦ Establish and build relationships with each INFRA retailer to ensure brand expansion in-store, and as a partner within the INFRA banner.✦ Cultivate a strong team cadence by providing the sales team with banner data insights, strategic in-field assets, supporting account data analytics, selling strategies, and overall retailer planning.

Greater San Diego Area & Arizona

✦ Exceeded territory monthly, quarterly, and yearly sales goals by nurturing long-term relationships with existing national retailers, prospective retail outlets, and national retailers, including Sprouts, Pharmaca, and Whole Foods Market, Natural Grocers. ✦ Achieved success by selling in seasonal LTO items, acquired an early go to market strategy fall launch and enhancing units in each store with an up-sell into a shipper to bolster demand and sales. ✦ Bolstered revenue generation through close collaboration with key retailers and efficient supervision of a team comprising inside sales representatives and brand advocates. ✦ Overachieved monthly and quarterly sales goals on an average of 120%, as well as drove top-line revenue by developing and implementing novel start-up plans. ✦ Administered control over new customer acquisition and in-field execution for one of the fastest-growing product segments in the CPG space. ✦ Implemented custom shopper marketing program to support launch of the item, strengthening buyer relationships.

San Diego & Las Vegas

✦ Oversee all sales operations in the San Diego, Las Vegas, and Arizona Territory while cultivating a true Vital Lifestyle. Be sure to manage and assist in managing Brokers, Vital Brand Advocates, Distribution reps, and more while continuing to grow the business year over year.✦ Regional Sales Planning – Regional market analysis, creation of a strategic ninety (90) day plan and executing against the regional plan through sales quotas, forecasting, and business development efforts.✦ Exceeding monthly sales goals and achieving quarterly Key Performance Metrics✦ Establishing and building strong relationships with existing national retailers (both corporate leadership and field-based management) and prospective retail outlets throughout San Diego region including Sprouts, Pharmaca, Safeway SoCal, and WFM✦ Providing primary sales management to a team of entry-level sales associates and field-based brand advocates✦ Evangelizing the Vital Proteins brand and building a winning sales team culture✦ Responsible for working with our broker team to drive top-line revenue✦ Responsible for new customer acquisition and field execution in respective regions for one of the fastest-growing product segments in Consumer-Packaged Goods space✦ Help Manage Inside Sales Coordinators and Field-Based Brand Advocates to expand the Vital Proteins brand in the marketplace

Greater San Diego Area

Core:✦ Ensure execution excellence at retail locations and oversee Brand Ambassadors.✦ Responsible for merchandise at store level inclusive of stocking, rotating product, placement of product and POS materials. Also, responsible for the execution of resets, building displays, introducing new products, etc.Field Sales:✦ Seek new business opportunities by support local distributor partners in securing new business and providing sales training and merchandising support to assigned distributors.✦ Be accountable to weekly, monthly, and quarterly goals and performance metrics. Avid Brand Ambassador:✦ Take every opportunity to spread the ICONIC brand through friends, family, social media and passive sampling.✦ Embrace and exude the company’s philosophy and values. • Partner with marketing to create and implement effective brand awareness initiatives to drive sales and retailer partnerships.Broker & Distributor Partnerships:✦ Oversee Broker relationships to effectively manage and grow the account base. ✦ Build a strong line of communication and understanding with distributors, sales personnel, and company employees, along with ensuring customer satisfaction. ✦ Schedule and conduct route rides with applicable DSD distributors, and participate in and present at distributor and broker staff meetings. Overview:✦ Grew the San Diego territory 119% in sales for 2018 while simultaneously achieving an average of 197% growth for my top 10 retailers✦ Sought new business opportunities by supporting local distributor partners and providing sales training and merchandising✦ Partnered with marketing to create and implement effective brand awareness initiatives to drive sales✦ Oversaw Broker relationships to effectively manage and grow account base within territory✦ Participated in new product launches and be able to carry out the innovations into the field while educating and closing sales

United States

✦ Build and maintain a strong customer base relationship, meet sales, service, and profit goals at a national level✦ Continuously added a growth average of 37% in sales month to month from last year✦ Grew the wholesale business by gaining approximately 50+ new accounts this year, many with multiple corporate and franchise locations, and created and executed a monthly Newsletter to these customers driving $10K+ in sales this year in promotions✦ Collaboratively worked with buyers, sales managers, marketing team, and e-commerce team to communicate product, competitive information, stay competitive in wholesale space, and alert customers of any important opportunities, quality issues, or pricing concerns, across all channels of our business✦ Drive and seek new business and product education into prospect accounts including Gym’s, studios, and health and wellness clinics nationwide with any new innovation and brand extensions to increase revenue✦ Resolve customer concerns by investigating problems, developing solutions, and making recommendations✦ Manage all accounts creating new ways to create higher customer retention and new business opportunities✦ Actively participate in trade shows, marketing events, major fitness industry competitions, and sales events nationally

Greater San Diego Area

✦ I worked in the San Diego area with Monterrey KeHE's Fresh Solutions team while completing the LPA Program where I was able to set the tone of my professional Food & CPG Career.✦ This program included a vast array of different experiences that allowed me to be immersed in every aspect of the food & CPG and Natural Distribution!✦ I worked closely with the marketing team while also digging deep into other areas such as sales, merchandising, warehouse operations, and more in order to understand the key components leadership in Natural and Specialty Distribution and how to continue to drive growth to the business.✦ I have traveled and attended many Industry leading CPG shows strengthening my teamwork skills and becoming aware of the work and time that goes into expanding our business. ✦ I learned to work directly with buyers, vendors, and some of our biggest accounts to be sure that we are upholding the best business for them, and continuing to meet their needs and grow their business as well.

Naperville, Il

✦ Worked closely with various Account Managers studying how to successfully manage different retail accounts such as Wegmans & Piggly Wiggly within the region. ✦ Worked proficiently with Microsoft Office to send out large Excel pricing and product files to employers.✦ Analyzed marketing promotions and applied them to new accounts to advance business into new markets.✦ Helped develop and strengthen new product lines and growing categories into a new store setup.✦ Presented new & creative promotional ideas, brands, products, and technology with the Growth Solutions team to buyers, helping business keep up with today's grocery buying trends in different consumer packaged goods market.