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I am a CPG Senior Sales Leader who believes mutually winning solutions to all problems exist...and they are achieved through hard-won and purposeful alignment. Since my childhood as a Yankee transplant into the South, I have found common ground while leading from the edges of disparate groups: Athletes/Mathletes, Retailers/CPGs, Field Sales/HQ Business Units, Veterans/Newbies, Conventionals/Greens, Omnivores/Vegans, Sailors/Powerboaters, ...Through curiosity, active listening, creative communication, analytical rigor, courage, flexibility and respect; I engage all constituents in trusting relationships that produce repeatable results beyond expectations.Profitable Sales Growth: expands brands beyond their original channel using compelling sell stories supported by analytic rigor that delivers top and bottom-line results through a focused distribution growth plan from trade investments.Business Development: applies learnings from numerous CPG categories in evolving channels with current consumer insights to implement innovative marketplace tactics to drive market share and channel expansion.Customer Team Leadership: drives team results in both direct and broker sales organization through clearly communications and managing performance through balanced scorecards and non-stop coaching.Building Customer Partnerships: develops collaborative customer relationships by matching brand benefits with identified customer needs to reach breakthrough marketplace solutions.Cross-functional Navigation: deep experience driving customer insights into business plans, leveraging MBA skillset to integrate brand strategies & Sales priorities.
Self-Employed
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Executive Cpg Sales Leadership Advisor For Mission-Oriented Emerging BrandsSelf-Employed Nov 2023 - Present
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Chief Sales Officer (Cso)Mason Dixie Foods Aug 2022 - Oct 2023Baltimore, Maryland, UsSales Team LeadershipRetail Customer Development & ChampionAnnual Customer Planning & DeliveryStrategic Long Range Planning -
Executive Cpg Sales Leader Focussed On Mission-Based High Growth BusinessSelf-Employed Dec 2021 - Aug 2022
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Executive Vice President Of SalesOrgain Jun 2020 - Dec 2021Irvine, California, UsInterim role to integrate, train, recruit CPG business development talent and implement leading sustainable approaches within an existing sales staff and entrepreneurial company culture to accelerate growth in underdeveloped retail channels. This work entailed an organization-wide focus on customer benefits and data-driven category thought leadership, hiring and training for collaborative customer relationship selling, establishing systems and price packs for profitable revenue growth management, coaching for professional development and team selling, and ensuring cross-functional demand communication for high service levels. -
Vice President Of SalesApplegate Oct 2015 - May 2020Bridgewater Township, New Jersey, UsReporting to the President of $380M perishable meat business, responsible for Sales and Sales Strategy functions across all channels/all products, preserving Natural Channel leadership following the acquisition by Hormel Foods involving Swander Pace Capital. Lead Sales organization of 35 employees to grow all channels simultaneously through disciplined pricing architecture.• Profitable Sales Growth: Challenged by buyers’ comparisons to new parent company, held low trade spending levels <6.0% through detailed Sales team training and keenly articulated trade spending strategies with ROI criteria.• Business Development: grew retail grocery distribution after Avian Influenza outbreak by recalibrating priorities against core items and emphasizing categories gaps with expandable supply. Grew TDP in the US Food +10%, maintained #1 share in Natural, established new channels in ecommerce +40% and Foodservice +50%.• Sales Team Leadership: in a delicate post-acquisition transition, provided Top Customer engagement, Sales team development, mission emphasis and frequent cultural efforts to retain over 95% of sales team for 5 years.• Customer Partnership: facing private label proliferation within our oldest, most developed customer, Whole Foods/Amazon, used team selling in strategic planning forums to deepen the branded partnership, expanding into regenerative agriculture pilots and raw protein supply to grow branded sales +20%. -
Sr. Director Of Sales StrategyApplegate Aug 2011 - Oct 2015Bridgewater Township, New Jersey, UsEstablished a disciplined Customer Marketing, Category Management, and Customer Service team to interface between a field team of 23 direct sales people and all HQ functions to coordinate supply and demand for a highly perishable/highly variable portfolio of co-packed premium meat products across 10+ categories. Results: Grew sales +22% CAGR, fill rates +98%, shrink <0.5%. Acquisition by Hormel Foods in 2015 for $775M.• Building Sales Strategy Capabilities: equipped with new syndicated selling tools, created new fact-based selling materials that supported rapid distribution growth in a grocery channel governed by strict category reviews.• Building Customer-centric Mindset: reorganized inside sales personnel to a high performing support team by clarifying roles, elevating technical skillsets and inspiring a culture of cross-functional collaboration supporting fast growth, compelling consumer insights and 98%+ service levels. Vendor of the Year at Target in 2015.• Supply Chain Optimization: despite raw supply shortages and vagaries of live animal farming, developed the planning and communication protocols to address retailers while maximizing focus on expandable growth categories. • ERP Success: migrated from legacy information systems to Microsoft Dynamics AX. Worked closely with IT and third-party vendor to customize To-Be process for Trade Promotion Management to maintain low trade spend levels.
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Sales & Customer Marketing ConsultantNatural Channel Sep 2010 - Jul 2011Helped emerging, green, mission-based companies model growth strategies and understand trade investment ROI while I sought the right company for a permanent leadership role. Successful business is our most powerful catalyst for change and I find it especially gratifying to assist green, mission-based companies accelerate their results and influence.
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Vice President - Customer MarketingSeventh Generation Jun 2007 - Jul 2010Burlington, Vt, UsReporting to the CEO of $150M business, established HQ Customer Marketing capabilities and disciplines to support rapid growth for the leading “green” brand of household and personal care products with over 100 SKUs competing in 7 categories across both mature and emerging customer channels through a 14 person team. • Sales Growth: Delivered rapid growth in three years from $60-$150M while holding trade rates flat, maintained 99.6% product availability and achieved strategic partnerships with Whole Foods, Target, and eCommerce in its infancy• Selling Discipline: following years of missed growth opportunities with category review windows, implemented Operation Fastart that equipped field sales with trade plans and selling tools with 6 months lead time that supported +20% TDP expansion.• Data-driven Analytics: to complement ecology-based stories with fact-based benefits, championed investment in syndicated data going from 10 retailers to 100 retailers/markets for opportunity gap analysis plus a Synectics TPM software rollout that allowed detailed account-level demand planning and financial forecasts.• Customer Insights: to avoid errant planning assumptions in the AOP, implemented key customer planning that ensured realistic tactical plan assumptions that were grounded in timely marketplace dynamics that enabled +25% CAGR.• Cultural Evolution: evolved a mission-based Natural channel low-key culture into a customer service-oriented sales support team through a combination of coaching and strategic hires successfully leading to growth in sales & morale. -
Director Customer Marketing & Category Management-Boston, MaConagra Foods Sep 2003 - May 2007Chicago, Illinois, UsManage the sales planning, co-marketing, and and analytical support functions for full ConAgra Foods product portfolio across Eastern US retailers. -
Frozen Foods Trade Marketing Director - Omaha, NeConagra Foods Jan 2002 - Aug 2003Chicago, Illinois, UsManage all sales planning and trade spending for venture brands and acquisitions.
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Frozen Foods Business Development Director - Columbia, MdConagra Foods Jun 2001 - Dec 2001Chicago, Illinois, UsIntegrate brand strategies with marketplace dynamics to build and implement a trade promotion plan across 13 states responsiblefor $300M in sales.
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Frozen Foods Eastern Broker Sales Director-Columbia, MdConagra Foods Nov 1999 - May 2001Chicago, Illinois, UsManage broker sales team to exceed business plan for customers representing $300mm annually in 13 NE states.
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Frozen Foods Trade Marketing Director For Healthy Choice- Omaha, NeConagra Foods May 1998 - Nov 1999Chicago, Illinois, UsManage all sales planning and trade budgeting to exceed business plan for Healthy Choice flagship brand with $400mm annual sales.
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Customer Marketing Group Manager For Rte Cereals - Chicago, IlQuaker Oats Jan 1996 - Apr 1998Purchase, New York, UsManaged all sales-related initiatives for Ready-to-Eat Cereals through a 5 manager staff responsible for $700M. -
National Customer Marketing Manager Kids' Cereals - Chicago IlQuaker Oats Jan 1993 - Dec 1995Purchase, New York, UsHandled all sales-related initiatives for Cap'n Crunch and LIFE cereals through a 9 member matrix of field-based trade marketing managers.
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Western Region Sales Planning Manager For Foods-Laguna Niguel, CaQuaker Oats Oct 1990 - Jan 1993Purchase, New York, UsWorking as a liaison between HQ and Field Sales Leaders, I devised, aligned, and coordinated Sales Planning and Scorecarding activities for the Western half of the US in order to exceed quarterly and annual financial objectives.
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L.A. Zone Sales Development Manager For Pet Food/Golden Grain - Mission Viejo, CaQuaker Oats Jan 1989 - Oct 1990Purchase, New York, Us
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District Sales Manager For Foods - Memphis, TnQuaker Oats Jan 1987 - Jan 1989Purchase, New York, Us
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Zone Sales Training Manager For Grocery Products- Atlanta, GaQuaker Oats May 1986 - Jan 1987Purchase, New York, Us
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Account Supervisor For Grocery Products-Anniston, AlQuaker Oats Jan 1985 - Apr 1986Purchase, New York, Us
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Account Representative For Grocery Products - Chattanooga, TnQuaker Oats Nov 1983 - Dec 1984Purchase, New York, Us
Jerry Edwards Skills
Jerry Edwards Education Details
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Northwestern University - Kellogg School Of ManagementEntrepreneurship -
Unc Kenan-Flagler Business SchoolBusiness Administration
Frequently Asked Questions about Jerry Edwards
What company does Jerry Edwards work for?
Jerry Edwards works for Self-Employed
What is Jerry Edwards's role at the current company?
Jerry Edwards's current role is Sales Leadership | Customer Strategy | Multi-channel Acceleration | Small Company Versatility | Cross-functional Alignment | Trade Investment Efficacy | PE-backed Liquidity Event Navigation.
What is Jerry Edwards's email address?
Jerry Edwards's email address is je****@****ate.com
What is Jerry Edwards's direct phone number?
Jerry Edwards's direct phone number is +190872*****
What schools did Jerry Edwards attend?
Jerry Edwards attended Northwestern University - Kellogg School Of Management, Unc Kenan-Flagler Business School.
What skills is Jerry Edwards known for?
Jerry Edwards has skills like Cross Functional Team Leadership, Customer Insight, Trade Marketing, Forecasting, Consumer Products, Grocery, Competitive Analysis, Marketing Strategy, Sales Management, Shopper Marketing, Business Strategy, Strategic Planning.
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