Efrain Cardenas work email
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As a business leader, I leverage my expertise in business development and sales to create and execute profitable growth strategies. I have deep experience in the consumer space and know how to commercialize, operationalize and scale to deliver on financial goals. My professional sweet spot is developing and executing a revenue generating and human capital strategy as a fundamental driver to successfully scale an enterprise. I can lead an organization to the next level of revenue growth by creating a go-to-market strategy to accelerate customer adoption, design an enabling organizational structure to execute with precision, and reduce the risks inherent in evolving an organization from early stage to a larger more sustainable business. I’m agile and action-oriented but I’ve been told it’s my approachability that differentiates me. I work hard to ensure people are set up to reach their full potential and my teams are recognized as strong collaborators who are committed to high performance. As a leader, I am looked to for new ideas and am able to easily flex between strategic ideation and roll-up-your sleeves implementation. Moving forward, I will leverage my business development and consumer industry expertise, my familiarity with operations coupled with my Kellogg MBA and cross-functional leadership skills to elevate an organization’s strategy, results and culture.
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Chief Sales Officer (Cso)Bachan'S Mar 2024 - PresentSebastopol, California, Us -
Senior Vice President Of SalesBachan'S Nov 2022 - Apr 2024Sebastopol, California, UsReady to kick-ass with a kick-ass product and team. -
Chief Sales Officer (Cso)Highkey Jan 2021 - Nov 2022Orlando, Fl, UsLed Retail Revenue and Strategy as disruptor brand in the Cookie category. Developed channel & customer penetration strategy, created price pack architecture, and built sales/trade planning processes and structure. • Exceeded budget by 92%, grew store count from 2000 to 20,000 (53% above goal) and established beachhead across 10 Channels resulting in being named the fastest growing Food & Beverage company in 2022 (Inc. Magazine)• Developed retail capabilities and processes including Category assessments, BIC Sales materials, KPI reporting, and S&OP/forecasting -
Chief Sales OfficerPuracy Sep 2020 - Jan 2021Austin, Texas, UsLed expansion from Ecommerce to Brick and Mortar retail. -
Svp Global SalesManitoba Harvest Hemp Foods 2017 - Sep 2020Winnipeg, Manitoba, CaLeads revenue generating Branded, Ingredient/B2B, and PL strategy, sales capability development, and org design to meet business objectives. Developed Brand strategy across Super Seed and Protein Powder categories and created Category expansion strategy in Wellness/Protein bars, Granola, and CBD categories. Grew a business from $65M to $100M by multi-channel strategy development. Exceeded Revenue and EBITDA goals by 25% and double-digit growth in each channel. Distribution expansion (+220%) and trial initiatives resulted in doubling of US HH Penetration and expansion to 20 countries. Modernized sales capabilities by developing Annual Customer Planning process, Demand forecasting, S&OP, Trade Promotion Management, Channel Pricing strategy/sloping, Trade ROI, Shopper Marketing and Category Management. Developed purpose driven culture resulting in high employee engagement and employee turnover <2%. -
Region Sales Director – National Geo RegionGeneral Mills 2016 - 2017Minneapolis, Minnesota, UsAsked to lead the 3rd largest Grocery Region, the National Geo Region which had $1B in Sales. Responsible for 60 regional grocery customers covering 24 product categories. Managed a $200M budget and a 70 person team. F17 results to date, despite intentionally low customer investment and a lower cost/serve model, outperforming Total Grocery (Top 20 customers) through clear prioritization against biggest opportunities and execution. Topline and share vs. competition performance ranking vs. other Regions improved from 9th to 3rd place. -
Trade Director – Snacks Operating UnitGeneral Mills 2013 - 2016Minneapolis, Minnesota, UsSelected by leadership to move into highest growth business category to develop and execute Snacks Division domestic Customer Strategy. The Snacks Op Unit is a $2B business with businesses in Granola Bars, Salty Snacks, Fruit Snacks, and Cookies. Member of Snacks Leadership team which jointly builds LRP, Brand, Marketing, Supply Chain, and M&A strategy to achieve top and bottom-line objectives. Managed a $500M merchandising and in store customer budget, 10 direct reports and directed a finance/consumer insights team of four. -
Managing Director – Customer Trade GroupGeneral Mills 2011 - 2013Minneapolis, Minnesota, UsLed 11 centralized Region Trade teams (13 direct reports, 35 person team) who act as Liaison between external Customer teams and 5 Operating Units. Accountable to provide hands-on development and retention of this high potential employee group while delivering on each Op Unit’s business strategies and finding operational efficiencies. -
Trade Director – Meals Operating UnitGeneral Mills 2008 - 2011Minneapolis, Minnesota, UsPromoted to develop and execute Progresso and Old El Paso Corporate Customer Strategy. Progresso and OEP are a $1B business, hold a 15% market share. Managed a $250M merchandising and in-store Customer budget and team of three and directed a finance/consumer insights team of two. -
Zone Operations Manager - Channels/National GroceryGeneral Mills 2006 - 2008Minneapolis, Minnesota, UsPromoted to ensure Zone (Multiple Regions) delivers corporate topline by serving as internal voice of the customer in Corporate headquarters. Responsible for strategic business / product development, personnel continuity planning, and profit targets for sales teams responsible for National Grocery, Club, Dollar, Drug, Deep Discount, Military and Mass customers. Sales planning and fiduciary guidance for a team with direct selling responsibility for entire General Mills portfolio. $3B in sales. $600MM in trade expense and similar profit contribution. Served as Chief of Staff to Zone VP. -
Trade Planning Senior Development ManagerGeneral Mills 2005 - 2006Minneapolis, Minnesota, UsPromoted and moved to corporate HQ location to serve as lead liaison between Trade Marketing and field sales. Oversaw and directed 20 Product Sales Managers in support of Trade Marketing strategy. Acted as primary point of contact for all opportunities and issues involving go-to-market customer strategy. -
Multiple Channel/Customer Sales PostionsGeneral Mills 1996 - 2005Minneapolis, Minnesota, UsPartnered with customers to grow their sales and profits. Progressing through the following roles:Senior Customer Manager- Scottsdale, AZ (2004 to 2005) Customer Manager - Scottsdale, AZ (2003 to 2004) Product Sales Manager - Minneapolis, MN (2001 to 2003) Business Planning Manager, Scottsdale, AZ & Pleasanton, CA (1998 to 2001)Business Team Leader - Houston, TX (1997 to 1998) Sales Management Associate I &II - Dallas, TX (1996 to 1997)
Efrain Cardenas Skills
Efrain Cardenas Education Details
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Northwestern University - Kellogg School Of ManagementGeneral -
Ucla Anderson School Of ManagementLatino Leadership Institute -
Texas Mccombs School Of BusinessMarketing
Frequently Asked Questions about Efrain Cardenas
What company does Efrain Cardenas work for?
Efrain Cardenas works for Bachan's
What is Efrain Cardenas's role at the current company?
Efrain Cardenas's current role is Chief Sales Officer at Bachan's.
What is Efrain Cardenas's email address?
Efrain Cardenas's email address is ef****@****lls.com
What is Efrain Cardenas's direct phone number?
Efrain Cardenas's direct phone number is +176329*****
What schools did Efrain Cardenas attend?
Efrain Cardenas attended Northwestern University - Kellogg School Of Management, Ucla Anderson School Of Management, Texas Mccombs School Of Business.
What skills is Efrain Cardenas known for?
Efrain Cardenas has skills like Trade Marketing, Fmcg, Cross Functional Team Leadership, Shopper Marketing, Customer Insight, Consumer Products, Competitive Analysis, Brand Management, P&l Management, Product Innovation, Segmentation, Pricing Strategy.
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