Edwin Gonzalez Email & Phone Number

Fort Lauderdale, FL, US

Barcelona, Catalonia, ES

Auckland, ., NZ

• Accountable 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.
• 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%.

Boca Raton, Florida, US

• assessment 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.
• 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.

Fort Lauderdale, Florida, US

• Strengthened 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.
• 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.
• 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.

• Co-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.
• 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.
• 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.

Tamarac, Florida, US

• Lead 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.
• 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.
• 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%.

• Accountable 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.
• 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.
• 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.

Business Administration And Management, General

Business Administration And Management, General