Joia Pardo-Matthews Email & Phone Number

California, United States

Serving as fractional VP of Sales in the Food Industry

New York, New York, US

• Led 11 person team responsible for Grocery, Convenience and Foodservice channels
• Improved team capabilities: hired four high-performing team members, signed six new broker partners, implemented channel and key customer strategic planning, upgraded Circana data package and tools (Bedrock Analytics)
• Delivered +18% gross revenue growth in 2023, driven by latest six months with 87% retail sales growth in Natural and 250% Convenience, despite inherited headwinds fromdiscontinuations at Walmart, Food Lion, and SEG

Venice Beach, CA

• Acquired*
• Grew Vive from a pioneer of the refrigerated shot category ($3M gross revenue) to #1 share, $50M gross revenue and break-even EBITDA
• Co-head of 12-person sales team, reported directly to the CEO, and part of the leadership team that led to the acquisition of Vive Organic by Suja
• Led all components of sales strategy from organizational structure, team selection and coaching, and customer/distributor strategy across all retail channels including grocery, mass, natural, convenience and drug.
• Launched and chaired Culture Committee which implemented DEI hiring practices and employee engagement initiatives resulting in Inc. Magazine’s “Best Places to Work 2021” award, while scaling the team 4x in two years

Venice Beach, CA

• Led all West sales team members, brokers and customer interactions, increasing net sales by 10x in first 2.5 years
• Doubled ACV in first year, scaling the company from regional to national, by gaining distribution in key retailers including Target, all West Albertsons/Safeway Divisions, and large regional retailers
• Launched 14 new items in two years, expanding assortment at key retailers, e.g. tripled assortment at Whole Foods from 4 to 12 SKUs
• Implemented category management platform and ongoing sales team lead for process improvement/systems design and implementation

Oakland, California, US

• Lead all Club, Conventional Grocery and Mass channel development through both direct account calls and broker managment
• Successfully grew distribution (ACV%) by +7pts through expansion into +1500 new retail doorsand made strategic investments resulting in 26%+ year-over-year $ sales growth
• Manage $1.4MM demo program consisting of 100+ Brand Ambassadors nationally
• Implemented key organizational building blocks for growth including performance metrics, sales incentive contests, and category management and demo management software systems
• Key contributor to board, investor and leadership team meeting content

Orrville, Ohio, US

• Sales lead on cross-functional team of marketing, innovation, finance and sales ensuring maximum customer acceptance of new products launched every six months
• Provide strategic guidance for breakthrough pet product launches in areas of customer margins, pricing, retailer-compatible packaging, volume forecasts
• Lead content development for and manage execution of partnership customer innovation previews, national retailer selling stories, and all other aspects of new item launches

Orrville, OH, US

• Company formerly known as Del Monte Foods Pet Products.Field Sales Manager for $48 million Costco and BJ's Wholesale businesses. Responsible for all account management and growth driving activities, including setting.
• In fiscal 2015, outpaced company growth of 2% by delivering +6.5% in topline sales and improving profit by 8%
• In the first quarter in role, sold new items to BJ’s, growing distribution +16% at this limited SKU count Club customer
• 2014 BJ’s Pet vendor of the year

Walnut Creek, CA, US

• Led cross-functional team of marketing, innovation, finance and sales to drive maximum customer acceptance of new products launched every six months
• Provided strategic guidance for breakthrough pet product launches in areas of customer margins, pricing, retailer-compatible packaging, volume forecasts and managed sales and customer feedback
• Key contributor in launch of award-winning Milk-Bone Brushing Chews, Big Heart Pet’s most successful launch on record, generating $58M in top line sales and capturing 2.3% share of $2.2B Dog Snacks Category in first year
• Managed Sales Communication Manager

Walnut Creek, CA, US

Senior Customer Marketing Manager on Pet Dog Biscuits business, including Milk-Bone, the #1 pet snacks brand.Transitioned to Senior Manager, Innovation and Initiatives, leading new item commercialization and sales materials development.

Purchase, New York, US

One of 24 worldwide employees selected for PepsiCo's Leadership Development Program, a fast- track senior management development program led by CEO Indra NooyiBUSINESS DEVELOPMENTLeading PepsiCo's Safeway Team's field engagement initiative including creating a training curriculum, tools, and customer penetration strategy

CHANNEL MANAGEMENTCreated NorCal region's 2011 small format growth strategy and leading go-to-market efforts through field-level training and programmingDeveloped drug channel share growth strategy, contributing to 2.4% dollar share improvement SALES & PEOPLE LEADERSHIPLed sales zone comprised of 14 district sales leaders and 125 frontline sales people.

Purchase, New York, US

Intern in PepsiCo's Leadership Development Program.TARGETED CONSUMER MARKETINGDeveloped PepsiCo marketing strategy to capitalize on $15B opportunity Baby Boomer segment in key beverage, snacks and food categoriesAnalyzed consumption data, consumer insights, and sales results to build a 10-year forecasting model and risk/opportunity assessment

National non-profit developing Hispanic, African American, and Native American business leaders BUSINESS DEVELOPMENT & STRATEGYRaised $1.1MM+ by managing existing partnerships and crafting business cases/engagement strategies for new partners Created strategic plan that identified new revenue sources and re-aligned staff roles to triple the operating.

US

Nonprofit supporting civic action and community empowerment to improve the quality of life in NYC Promoted from Associate to Director in 2 years (5+ years earlier than industry average)EVENT MARKETING & PRManaged event committee, consultants, and all communication for gala raising $765,000Partnered with Director of PR to design and publish annual.

Master, Business Administration 2008

A.B., Public Policy Studies