Versatile, resourceful, innovative and strategic consumer packaged goods (CPG) sales executive with a proven track record of building and energizing brands. Experienced across multiple channels and categories with a history of exceeding sales goals and driving the development and execution of strategic, fiscally responsible business plans that energize and propel brands.EXECUTIVE SALES LEADER | VICE PRESIDENT | NATIONAL ACCOUNTS | SENIOR DIRECTORSKILLSNew & established business development Relationship building Go-to-market (GTM) strategyTeam building, management & training Broker/distributor management Contract negotiation New product launchPackaging strategy Pricing Strategy Trade spend management Trade marketing Promotional planningSyndicated data & analysis (SPINS, IRI, Nielsen) P&L management Budget management Sales forecasting#vpofsales #cpg #cso #cco #cro #evp #svp #foodandbeverage #nam #nsm #dos #srdos #naturalproducts
Nai’A Natural Products
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National Sales DirectorNai’A Natural ProductsSaint Paul, Mn, Us
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Vp Of Sales, Costco And Emerging MarketsZevia May 2022 - Oct 2024Los Angeles Metropolitan AreaCategory defining beverage brand that pioneered the zero calorie, zero sugar, zero sodium platform made with plant-based ingredients and nothing artificial. Beverages that are vegan, kosher, gluten free, Non-GMO Project Verified and free of added color. Developed and implemented strategic and data-driven growth plans for Costco business, expanding sales from $3MM with product in 1 region to $12MM with product in 5 regions.· Utilized success in other accounts and internal Costco sales data to develop a compelling presentation, secure appointments and acquire new regions.· Re-acquired Kroger account responsibility, stabilized declining sales, revitalized promotional plan and implemented new spending standards, resulting in $300K cost-savings in the 1st quarter.· Expanded Aldi from 1 rotation and $300K in sales to 3 annual events and $1MM in sales.· Overcame hurdles to placement at Aldi by solving their supply chain constraints and gaining 6 items nationally and a high level of profitability for Zevia. -
V.P. Of SalesZevia Dec 2012 - May 2022Established distribution across conventional grocery, natural, specialty, convenience and mass channels, directly contributing to company growth from $12.5MM to $150MM.Key Account Examples: Meijer, Kroger, Hy-Vee, HEB, Fresh Thyme, Aldi, Supervalu, Cub Foods, Super One Foods, Kowalski’s, Cash Wise/Coborn’s, Hugo’s, Hornbacher’s, Festival Foods, Woodman’s, Sendik’s, Jewel, SpartanNash, Busch’s, Buehler’s, Central Market, Market Street, BCG, AWG, Harp’s, Pyramid, Hen House, Cosentino’s, Dierbergs, Schnucks, Holiday, Casey’s, Fareway Foods, and Target.· Oversaw all sales & business development activities for central region, consistently surpassing 35% of U.S. company sales.· Achieved the lowest and most effective spend per case for 11 consecutive years.· Fostered strong relationships with UNFI, KeHE and SuperValu, maintaining focus on building distribution and quality promotional activity that was profitable, predictable and repeatable.· Continually trained and mentored employees, successfully transitioning numerous accounts as the business scaled.· Managed Acosta brokers initially and participated in transition to full direct sales team in 2021 (hired Key Account Managers and Regional Account Managers to cover key indirect accounts). -
Regional Sales ManagerRiviana Foods Aug 2009 - Dec 2012Houston, Texas, United StatesAmerica’s leading rice company and the most extensive marketer of wild rice in the world.Responsible for the rice brand portfolio (Minute, Success, Mahatma) at Target Corporate, generating $5MM in sales, as well as oversaw headquarter and regional divisions of Supervalu post Albertsons acquisition.· Directed business at corporate retail and independent stores, consistently achieving TDP and sales growth targets in the highly competitive dry pasta & rice categories.· Utilized and managed Acosta brokers nationally. -
National Account Manager3M Aug 2008 - Aug 2009Greater Minneapolis-St. Paul AreaDrove SuperValu business post Albertsons merger, handling all headquarter, regional and key account work for the entire 3M consumer portfolio of $15MM.· Generated highest territory growth in company’s consumer business.· Developed and implemented a program to sell custom displays at regional shows, eliminating huge warehouse markup and allowing retailers to compete with mass accounts on price. -
Customer Focused Sales3M Aug 2006 - Aug 2008Greater Minneapolis-St. Paul AreaCreated and executed planogram (POG) programs at drug, office, home center, dollar and hardware retailers nationwide (3M still currently utilizes several of these POG programs). Trained, mentored and prepared Key Account Managers for category reviews, acting as brand expert and problem solver.Key Account Examples: Walgreen’s, Rite-Aid, CVS, Home Depot, Lowe’s, Menards, Dollar Tree, Dollar General and Family Dollar. -
Regional Sales Manager3M Sep 2002 - Aug 2006Greater Minneapolis-St. Paul AreaOversaw grocery class of trade across 5 categories for multiple 3M brands including Post-It, Scotch Brite, Filtrete, Command, Nexcare, Scotch and O-Cello. Collaborated with Brand Managers to achieve retail standards on product, placement, price and promotion to compete against lower-cost brandsKey Account Examples: SuperValu, Cub Foods, Woodman’s, Certco, Nash Finch, Haggens, Roundy’s and Cashwise-Coborns. -
Business Development ManagerAcosta Mar 1990 - Sep 2002Jacksonville, Florida, United StatesLeading sales & marketing brokerage providing sales, marketing and commercial solutions to drive business for brands. Managed multiple brands across all grocery departments including meat, deli, dairy and produce including Dole ($9.6MM), Dannon, Dean Foods and Del Monte. Continually expanded account business and responsibilities throughout tenure.
Keith Carlson Education Details
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Finance, General
Frequently Asked Questions about Keith Carlson
What company does Keith Carlson work for?
Keith Carlson works for Nai’a Natural Products
What is Keith Carlson's role at the current company?
Keith Carlson's current role is National Sales Director.
What schools did Keith Carlson attend?
Keith Carlson attended University Of Wisconsin-Eau Claire, University Of Alaska Fairbanks.
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