Director, Category Management, Sales (Nam-Safeway, Kam-Stater Bros., Unified Grocers, Ralphs/F4L)
Düsseldorf, North Rhine-Westphalia, De
Lead department of three, reporting to VP, Sales. Identified category trends and fact-based insights to drive expanded distribution, optimal assortments, and efficient merchandising, resulting in increased sales. Direct account P&L responsibility for national and regional accounts.• Created compelling sales presentations resulting in new and retained sales; attend Sales calls to provide category expertise.• Institutionalized promotional analysis, sales and share reporting; created updatable monthly reports for sales on multiple geographies, time periods and measures for immediate knowledge of brand and account performance; provide quarterly reviews of effectiveness of account promotional events.• Provided Sales access to a competitive set of tools: IRI scan data, shopper panel data, space planning software, Kantar Retail trainings and retailer intelligence; negotiation training.• Trained Sales and internal teams on understanding category information; group training on consumer / shopper panel data usage; Data Alchemy training; consult/assist in presentation development.• Developed tools to improve Sales knowledge and efficiencies; developed promotional lift tool to estimate lift by major account by promotional type; methodology for estimating new item performance.• Identified category, competitive and shopper trends instrumental in Marketing's new item development.2006-2009:• P&L responsibility for regional and national accounts -- Safeway, Fresh & Easy, Stater Bros., Unified Western and independents, Kroger’s Ralphs and Food 4 Less.• Managed brokers (Acosta, Omega), set goals and developed incentive programs, presented to broker sales teams• Reversed territory sales decline in Safeway first year after taking over account—increased flagship brand got2b 15%, and LA LOOKS 47%, overall 7% increase.