Darin Laufenberg Email and Phone Number

Excited to be part of the Maximum Marketing team providing professional account management and expertise to emerging and legacy natural brands expanding into central region supermarket chains.

· Key account, distributor, broker sales leader including Whole Foods, Sprouts, NCG, INFRA, Fresh Thyme, UNFI, Kehe, supermarkets, specialty gourmet, and more. Focused on Natural & Supermarket channels· Managed sales for multiple premium European brands including Herbatint, A.Vogel, Borlind, and more in hair care, skin care, supplements, grocery categories· Developed strategic programs & updated materials to refresh sales initiatives for brokers and distributor account managers· Organized & led promo planning process with key retailers and distributors· Created new aisle training initiatives supporting key accounts with enhanced interaction· Consistently improved brand awareness/relationships exhibiting at trade shows and events· Strategically built and executed a long-term plan to reinvigorate a stalled legacy brand for a fresh, relevant approach & data selling story. Positively grew Dollars, Units, Dollar Share while competitors declined· Natural Channel: Led Herbatint to greatest growth of Top 10 hair color brand. Outperformed the subcategory 2019- 2023. Grew from #4 to #2 hair color brand overall (SPINS 2-26-2023)· INFRA: Grew Herbatint to #1 hair color brand, +40% Dollar Share, #2 hair care brand, #1 hair color item, #1 hair care item, 7 of top 10 hair color skus overall (SPINS 2-26-2023)· Sprouts: Gained initial placements and grew Herbatint consistently year over year over year to leverage more stores, more approved skus, and better shelf position. · Regional Independent Supermarkets: Grew Herbatint to #1 natural hair color brand. 7 of the top 10 hair color items. Grew positively while competitors declined (SPINS 2-26-2023)· MULO: Improved ranking to overtake long-time competitor, grew positively, 4 of top 10 natural hair color items SPINS 2-26-2023)· Part of team integrating renewed focus and strategies for eComm/Amazon in 2020 and 2021· Collaborated with marketing team for unified sales & marketing initiatives

· Instrumental in team earning #1 whey protein brand and sku status in our retailers and distributors. Noted category leader in UNFI, Kehe, Natural Channel, and Specialty Gourmet Channel. · Recognized with UNFI’s 2017 Brand Performance Award “For stellar expansion & growth in legacy categories” and “impeccable performance”.· Implemented processes and programs that influenced growth of sales up to double and triple digits in multiple channels. · Successfully navigated a shortage and subsequent out of stocks of top selling Organic line. Continued to grow the brand and gain more retailers even during this period by shifting focus to other products. · Integral part of a small, collaborative team developing sales, marketing, new products, event activity, execution of programs to compete on a much larger scale. · Managed accounts nationally and regionally including Whole Foods Market, Sprouts, NCG Co-ops, INFRA, Fresh Thyme, Natural Grocers Vitamin Cottage, New Seasons, PCC, Pharmaca, Hy-Vee, and more. · Trained and mentored Sales Brokers, Key Account Managers, and Demonstrators to increase placements and velocity. · Developed and performed staff training programs for retailers. Large group and aisle training initiatives to help build brand advocacy at store level. · Increased brand awareness and relationships exhibiting at trade shows, vendor summits, account manager meetings, and events from coast to coast. · Performed Territory Visits to work directly with Brokers and Account Managers in the field. · Innovation Committee member for parent company providing Natural channel insights and expertise. · Instituted a successful MAP program coordinating a 3rd party agency and our distributor partners.

• Managed sales program for Certified Organic, Non-GMO Project Verified, Fair Trade, Kosher honey and candy brand. • Influenced growth of Distributed sales in double and triple digits • Led a network of Sales Brokers and Key Account Managers• Negotiated Intro Deals, Promos, and Support Programs. • Performed Territory Visits to ride along with our representatives and also made solo missions to see accounts on my own for the most impact possible.

• Managed Heavenly Organics Broker network and accounts for the Northern half of the US. • Won new accounts and placements previously elusive for the brand and/or our brokers. I also explored and cultivated areas currently lacking coverage on my own when necessary. • Created and implemented an aggressive new placement program

• Named Herb Pharm’s “Outstanding Rep Of The Year 2011”.• Broker representing established and burgeoning Supplement, Body Care, Grocery, Beverage, and Frozen brands to retail buyers and managers at stores of all types and sizes including Whole Foods Market, NCGA Co-ops, INFRA stores, Mass, and Independents.• Sales Representative for brands including, but not limited to: Herb Pharm (best selling brand in liquid herbal extracts), American Health/Ester-C, Home Health, Superior Source "Microlinquals", Crystal Body Deodorant, Bulldog Natural Grooming For Men, Seaweed Bath Company, Sir Richard's Condom Company, Organix South (TheraNeem & TheraVeda), Proventive Nutritionals, Pomolgy, ChildLife Essentials, Acti-Tape, Grants Toothpaste, ThinkSport/ThinkBaby, Auromere, Heavenly Organics, Borlind, All Terrain, Michelle's Miracle, Tisserand, Honeybee Gardens, Mountain Valley Spring Water, Ener-G Foods, Bakery On Main, Maple Valley, Smooze, Vegetarian Plus, YogaVive, Beveri Nutrition, HEEL Homeopathic, Naturtint, Nutribiotic, Reed's, Pamela's Products, Evamor Water, Mary's Gone Crackers. • Manage orders, sales, promotions, advertising contracts, events, planograms, special orders, line extensions, product development, and increase product knowledge for retail contacts.• Educate store employees and work toward increasing incremental sales by leading Staff Training sessions.• Actively pursue and develop new accounts and consistently grow existing business.• Perform merchandising and maintenance tasks with strong attention to detail and consistency.• Communicate actively as a crucial and understanding link between retailers, manufacturers, distributors, and all facets involved.• Perform new store set-ups and department resets.• Perform active demos to increase brand awareness and movement.

• Responsible for ordering, merchandising, pricing, and planning for the Produce Department.• Responsible for buying various direct vendor Supplement brands. • Responsible for receiving and handling distributor shipments.• Sales consultant for walk-in and phone customers.• Key-holder and Manager accountable for opening, closing, and cash-handling duties.

• Represented established and burgeoning Supplement, Body Care, Grocery, Beverage, and Frozen brands to retail buyers and managers at stores of all types and sizes including Whole Foods Market, NCGA Co-ops, INFRA stores, Mass, and Independents.• Sales Representative for brands including, but not limited to: Herb Pharm (best selling brand in liquid herbal extracts), American Health/Ester-C, Home Health, Superior Source "Microlinquals", Crystal Body Deodorant, Bulldog Natural Grooming For Men, Seaweed Bath Company, Naturtint hair color, Nutribiotic, Reed's Ginger Brew, Virgil’s Root Beer, Pamela's Products, Evamor Water, Mary's Gone Crackers, Sir Richard's Condom Company, Organix South (TheraNeem & TheraVeda), ChildLife Essentials, Acti-Tape, Grants Toothpaste, ThinkSport/ThinkBaby, Auromere, Heavenly Organics, Borlind, All Terrain, Michelle's Miracle, Tisserand, Honeybee Gardens, Mountain Valley Spring Water, Ener-G Foods, Bakery On Main, Maple Valley, Smooze, Vegetarian Plus, HEEL Homeopathic. • Managed orders, sales, promotions, advertising contracts, events, planograms, special orders, line extensions, product development, and increase product knowledge for retail contacts.• Educated store employees and work toward increasing incremental sales by leading Staff Training sessions.• Actively pursued and developed new accounts and consistently grow existing business.• Performed merchandising and maintenance tasks with strong attention to detail and consistency.• Performed new store set-ups and department reset merchandising. • Performed active demos to increase brand awareness and movement.