Gerald (Jerry) Pierson Email and Phone Number

Promoted from West Area to Sr. Director of the National Division Sales

Start work on 10/17

Continued success Sugar Bowl

- Strategic and tactical responsibility for driving sales and share growth of 6 brands ($60MM sales / $15MM Trade Budget) [Freschetta®, Red Baron®, Tony’s®, Mrs. Smith’s®, Edward’s®, and Wolfgang Puck®]- Vendor Partner in Frozen Prepared Group through 2008 – Validator Role in 2009- Only Schwan’s National Sales Team to achieve the Share Leader status in the Frozen Pizza category in 2008 while Kraft held the National share lead by 9 pts.- ’09 Results of 7.9% growth on existing distribution with a -2.9% reduction in Trade in a category where 85% of sales occur on promotion- Assisted in achieving Lead Supplier status in 2009 March Frozen Food Month – resulting in a 47% increase in sales vs PY- Revived Tony’s Brand from discontinuation status at Safeway with renewed focus on Pricing and QM strategies resulting in First Half sales increase of 72% over PY – now positioned to expand distribution- Provided our DSD sales force with weekly reporting of OOS’s. Merged Safeway store data with our internal information to give detail down to the CSR/Store. Resulting in a 35% decline in 2008 and a 31% decline in 2009- Provide key weekly communication on Distribution, Shelving, Merchandising, and Pricing to the DSD Salesforce on an ongoing basis- Fully versed in all Safeway compliance processes, files and forms including e-NIFs and Demand Tec’s e-Deals - Maintained, managed, controlled and supervised implementation of all Frozen Pizza and Snacks schematics- Prepared and presented yearly Annual Business Reviews to Safeway's Senior Frozen Foods Sales Management- Attend District / Regional meetings with DSD Operations gaining focus and feedback on execution at Safeway

- Strategic and tactical responsibility for driving sales and share growth of 5 National brands ($120MM sales) [DiGiorno, California Pizza Kitchen, Tombstone, Cool Whip, Boca and 1 Regional Brand – Jack’s Pizza]- Vendor Partner/Validator in Meal Components (Boca)- Successfully negotiated through post audits and trade issues of nearly $2.5 Million while maintaining a 6% Sales Growth in 2002 during the first year of the centralization of the Frozen Pizza category- Achieved 102% of Plan in 1H 2003 while remaining within Trade Budget- Achieved a 92% new item introduction success rate on all products responsible for - #1 on the Safeway Team- Lead a Special Integration team in merging Kraft’s DSD Planning and Trade system with Nabisco’s system- During 2002 I lead the Safeway Team in share of shelf gains and exceeded our fair share of Sales - Improved efficiency of SKU optimization process by creating grids combining SCOP, IRI, and Apollo data - Commissioned a task team to improve service levels by 25% with our DSD sales forceRecognized with a Special Recognition award in 2002 for improving without increasing cost- Represented National Sales at HQ level New Item development meetings- Offered and accepted a Mentoring position which I helped manage and train new Account Managers handling Frozen products in the West (2 Account Executives received promotions within 6 months)