Jay Heflin Email & Phone Number

86 Mahtomedi Ave, Mahtomedi Mn 55115

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Greater Minneapolis-St. Paul Area

- Led launch of Crossmark retail sales team to support GMI direct selling through 300,000 annual calls on 50,000 convenience stores resulting in over 1.5 avg distribution points gained per store call- Goal was breakeven expense in year one and accretive earnings in year two. Accomplished 80% of year one goal, and exceeded year two goal.- In Sales Director role, quickly assessed a sales execution disconnect from historical business charter, and partnered with National Sales Director and Channel Marketing Director to change sales execution resulting in double digit growth on core SKUs and select new products via targeted distribution growth focus.

Greater Minneapolis-St. Paul Area

- Responsible for Foodservice and Convenience Channel Trade Financial results through trade strategy implementation, with focus on driving trade spending efficiency and effectiveness.- Led strategic trade restructure which enabled sales teams to better leverage their controllable trade to deliver volume growth while delivering on target spending- Successfully negotiated contracts at major distributors (Sysco, US Foodservice, Gordon Foodservice) and Food Management & GPO firms (Sodexo, Aramark, Compass, Premier)- Partnered with Marketing and Sales Leadership to develop integrated business goals and metrics each year and personally led the joint business planning process between HQ and the field

Greater Minneapolis-St. Paul Area

- Senior Sales Lead with PNL responsibility for the In Store Bakery segment of GMI's Bakeries and Foodservice Division.- Key customers included Ahold, Kroger, Safeway, SUPERVALU, A&P and Wakefern.- Managed strategic organizational downsizing to support Division manufacturing restructure, while driving improved financial results through trade spending / pricing management. - Developed strategic plan which enabled new organization to achieve 4 years of superior results

Sedro -Wooley Washington

- Senior sales lead, trade & Organic Channel owner for Small Planet Foods (organic food company purchased by General Mills and run as a wholly owned subsidiary).- Responsible for driving sales & profit while preparing company for future integration as GMI Marketing Division which happened in September, 2003.- Maintained high level customer relationships at top natural food retailers like Whole Foods and Wild Oats, as well as top grocery retailers, including Ahold, Costco, Kroger, Publix. - Developed relationships with leading natural food distributors and specialty grocery distributors, and served on Vendor Advisory Boards at Whole Foods and Wild Oats.- Grew one million cases each year for four years

Greater Minneapolis-St. Paul Area

- Led trade plan development for GMI's Snacks retail grocery division, and guided field sales implementation of trade programs to accomplish sales and marketing objectives.- Led development of key metrics and analytics as part of Trade Marketing Leadership team to align retail sales and marketing on goals, strategies and plans.- Member of original core team of directors who created trade marketing department, took trade ownership and responsibility from marketing teams.

Greater Minneapolis-St. Paul Area

- Brand Manager on Betty Crocker Cake & Frosting and Wheaties Franchise, responsible for managing all aspects of brand, including positioning, merchandising, promotion, advertising, new product launches, reformulation and PNL.- Led cross functional teams, including sales, R&D, consumer insights and promotions to deliver business results on the brands.- On Wheaties, also responsible for development and execution of sports promotions as well as negotiating contracts with high level athletes and sports leagues for use of their images in advertising, promotional and packaging initiatives. - Successfully negotiated league contracts with NFL, MLB, and MLB Players Association. Signed Tiger Woods as 8th Champion in Wheaties 75 year history in 1997 to replace Michael Jordan who retired. - NASCAR – key member of team who created the Cheerios Racing Team and sold it to GMI. Secured partnership with Dale Earnhardt Sr. to race #3 Wheaties car at 1997 Winston Select.

Greater Minneapolis-St. Paul Area

- Key sales liaison role working for Zone VP at HQ in Minneapolis and partnering with Gold Medal and Betty Crocker marketing division presidents and marketing directors- Guided Product Sales Manager role assigned to the various brand teams in each division

Various

- Various Field based sales leadership positions in California, Texas, Florida and Colorado- Field Sales roles included Sales Representative, Account Manager, Region Sales Assistant- Major customers covered included Fleming, Military, Kroger, Albertsons, Winn Dixie, Safeway- Field Management roles included District Sales Manager in Miami, Product Sales Manager (HQ role in Minneapolis), Manager Promotion & Merchandising in Denver & So. Cal and Manager Field Sales in No. Cal and So. Cal

Master Of Business Administration (M.B.A.), Business Administration And Management, General

Ba, History

Activities and Societies: Worked full time at Vons Grocery

High School