Edwin Gonzalez Email and Phone Number
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High-impact Business Development & Account Management Professional with over 17 years of product commercialization experience in the CPG industry, specializing in nutritional supplements, food & beverage, and health and wellness categories. Proven track record of delivering results & providing the business acumen, sales planning, & revenue growth needed to increase a company's position in the competitive CPG marketplace.Architect of strategic turnarounds, successful at identifying industry trends & growth opportunities, implementing change, and establishing domestic & international distribution delivering sustainable revenue and profit gains (LATAM & Middle Eastern Markets). Strong leadership skills, able to communicate vision, cultivate a positive work culture, & build dynamic sales teams. Expert at developing long-term business relationships and establishing key strategic partnerships with suppliers, manufacturers, and retailers in the natural products industry, vital to reducing costs and expanding market share. Highly-Motivated, Dynamic, Driven, Creative, Energetic, and Tenacious.Brand Development & Strategic PlanningMarket Research & Competitive AnalysisTurnaround Strategy & Go-To-Market StrategyProduct Development & Product Management in Health and Wellness CategoriesStrategic Partnerships & Profit Margin OptimizationKey Account Management & New Business Development in the Nutraceuticals SpaceDistribution Management & International Business ExpansionTeam Leadership, Decision Making, & Problem-SolvingSales Channels: Specialty Retail, National Retail, International Distribution, Grocery, E-Commerce, B2B in the Natural Products & Food & Beverage Industries
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Functional Health Sales ManagerHtba (Healthtech Bioactives)Fort Lauderdale, Fl, Us
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Functional Health Sales ManagerHtba (Healthtech Bioactives) Oct 2024 - PresentBarcelona, Catalonia, Es -
Business Development ManagerFonterra Apr 2021 - Dec 2023Auckland, ., NzAccountable for leading the go-to market strategy and building the regional & national distribution footprint for a premium dairy brand in the US market. Tasked with developing sales initiatives, acquiring key distribution partnerships, managing broker relationships, and nurturing distributor sales team(s) relationships. Essentially responsible for all activities driving market expansion while increasing revenue and profit.• Successfully grew distributor relationships expanding domestic market share and increasing annual revenue by 41% and adding over 500+ total points of distribution in the last 12 months.• Achieved a 15.4% year-over-year volume increase with a 144% increase in gross profit.• Improved profit margins by an average of 7%, working cross functionally with supply planning team and reducing excess inventory & spoilage by 25%. -
Director Of SalesGlamour Nutrition And Midway Labs Usa Jan 2019 - Aug 2020Boca Raton, Florida, Usassessment of strengths, weaknesses, market dynamics, inventory, product gaps, and industry trends. Leveraged these insights to design a holistic turnaround blueprint, fostering growth, building brand equity, and driving topline.• Developed long and short-term sales & go-to market strategy to expedite product turn, generate revenue, expand account portfolio, gain market share, and increase brand awareness.• Spearheaded global development initiative, setting up international distribution in Mexico, South America, Asia, & Middle Eastern markets increasing incremental revenue $1.2 million in first 12 months.• Expanded domestic distribution 116% in pharmacy, grocery channel, health club, and national retailers such as Burlington, Ross, Bed Bath & Beyond, Big Lots, DD’s, and United Supermarkets.• Optimized profit margins by re-negotiating production costs and worked end-to-end with raw ingredient suppliers and customer manufacturers lowering cost of goods and increasing margins an average of 15%-18% in final product pricing. -
Director Of SalesUsn Usa - Ultimate Sports Nutrition Jan 2017 - Oct 2018Fort Lauderdale, Florida, UsStrengthened the organization's general management and sales operations for the US division of leading international sports nutrition brand. Developed strategic business, marketing, & promotional sales initiatives across different channels to build brand awareness, increase domestic footprint, drive product demand, and protect brand value.• Restructured product offering to suit US market. Identified the need for new product launches, directed reformulations, repackaging, and remodeled pricing and promotional strategies to identify the brand as a premium.• Managed customer manufacturer relationships, evaluating their performance and identifying the need to seek new manufacturers & build strategic partnerships with ingredient suppliers, packaging suppliers, label printers, and 3PL carriers lowering costs of goods & generating a 23% increase in gross profitability.• Successfully grew distributor relationships increasing domestic market share acquisitions & capturing over 1,000+ accounts in specialty and online channels and increasing annual revenue 284%.• Expanded brand awareness and international sales in Latin American, Asian, and Middle Eastern markets increasing revenue from $348k to $3.8 million. -
PresidentI.Am Nutritionals Dec 2014 - Jul 2016Co-founder of startup in performance nutrition, focused on opportunities in natural Plant-Based segment.• Spearheaded brand development and actively engaged in all facets of market research, budgeting, finance, procurement, and operational activities.• Headed research & development and led the product development process, collaborating closely with ingredient suppliers, contract manufacturers, flavor experts, co-packers, and graphic designers to develop initial concept to prototype to finished goods in less than 6 months.• Assumed responsibility for ingredient sourcing to ensure top-tier product quality. This entailed gathering quotes, skillfully negotiating production costs, and establishing comprehensive supply chain agreements, as well as 3PL distribution and logistics.• Successfully cemented a national distribution partnership well in advance of the brand's official launch, resulting in the acquisition of over 220 new accounts within a mere 4 months following the brand's introduction to the market. -
Vice President Of SalesMetabolic Nutrition, Inc. Jan 2010 - Dec 2014Tamarac, Florida, UsLead strategic turnaround by identifying market opportunities and need for new product development strategy. Re-developed product range, created innovative rebranding campaign, established national distribution, and expanded account & product portfolio. Established focus on customer needs and building partnerships with key decision makers, i.e., products distributors, category managers, and top performing retailers.• Re-introduced Metabolic Nutrition to the marketplace building a full-scale sales operation from ground up, implementing new pricing and market strategies growing retail sales revenue from $148 thousand to $1.2 million in first 12 months.• Strong territory development initiative – traveled 50% to key regions establishing national footprint acquiring sales leads & managing a B2B portfolio of 3,000+ retail accounts.• Expanded into major retail customers such as The Vitamin Shoppe, Hi- Health, Fresh Vitamins, Dick’s Sporting Goods, and HEB Grocery stores.• Developed policies, SOPs, and recruited top talent. Managed, and trained national sales team. Established forecasts, sales objectives, sales calls script, policies, and key performance indicators.• Developed re-launch campaign for weight loss formula with 140K units selling in 2013 with a gross profitability of 86%.• Worked with category managers and internal marketing teams to develop instore merchandising, brand launch campaigns and new product launch campaigns.• In 2014, recognized among Inc. Magazine’s Top 50 Fastest Growing Private Companies in the United States. -
Sales DirectorCmi Nutrition / Brain Pharma Inc 2006 - Oct 2009Accountable for all sale initiatives in North America. Developed marketing plans designed to support aggressive sales campaigns with a dual focus on increasing market share and margin, adjusted pricing to guarantee competitiveness yet profitability, co-led the product development cycle, and created product introduction.• Increased US sales from $732 thousand to $7 million, while improving cumulative margins of established products from 38% to 60%.• Established performance metrics, and conducted weekly sales analysis.• Heightened product awareness levels and drove profit margins through negotiations with store owners, district managers, and buyers, stipulating the implementation of in-store cube-format merchandise displays, product assortments, pricing structures, sales allowances, rebates, and monthly promotions. • Performed monthly sales forecasting and competitive analysis to determine product performance levels and the need for new product developments and modifications on an annual basis.
Edwin Gonzalez Skills
Edwin Gonzalez Education Details
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Florida Atlantic UniversityGeneral -
Florida Atlantic UniversityGeneral
Frequently Asked Questions about Edwin Gonzalez
What company does Edwin Gonzalez work for?
Edwin Gonzalez works for Htba (Healthtech Bioactives)
What is Edwin Gonzalez's role at the current company?
Edwin Gonzalez's current role is Functional Health Sales Manager.
What is Edwin Gonzalez's email address?
Edwin Gonzalez's email address is ed****@****ook.com
What schools did Edwin Gonzalez attend?
Edwin Gonzalez attended Florida Atlantic University, Florida Atlantic University.
What are some of Edwin Gonzalez's interests?
Edwin Gonzalez has interest in Simulation Models.
What skills is Edwin Gonzalez known for?
Edwin Gonzalez has skills like Sports Nutrition, Brand Development, Product Lifecycle Management, Sales Force Development, Key Account Development, Sales, Sales Analysis, Brand Management, Sales Management, Sales Process, International Business Development, New Business Development.
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