Kelly Reddell Email & Phone Number

California, United States

Successful growth in expanding the 100-year-old Armanino brand through strategic planning, promotions, and new distribution. sales leader with a proven record of achievement at direct and indirect accounts• Responsible for Safeway, Save Mart, Lucky, Food Maxx, Raley’s, Food 4 Less PAQ, GongCo, Nugget, Mollie Stones, Lunardi’s, Costless, all No. Ca. regional independents, and all major distributors • Growth (26 weeks) Safeway 122.3%, Save Mart 113.7%, Lucky 109.9%, Food Maxx 33.7%, UNFI 3.8% • Double digit overall retail growth in the west from 2022-2023 customizing strategy by customer (High/Low vs. EDLC) Total company revenue $100M• Expanded brand to So. CA opening new UNFI DCs for Gelson’s, Bristol Farms, Superior, Big Saver, Super A and other Hispanic chains• Successfully managed and reduced number of claims in the west by 98%• Surpassed key strategic channel and region initiatives by increasing dollar & unit sales, distribution growth, new items, net target and price strings, customer and distributor spending, corporate budget measures, claim management and behavioral assessments• Superb IRI analytical skills (IRI) to measure in-store sales, competition in category, ACV, pricing, distribution and identifying impact of promotions using post promotional tools• Expertise on CRM (Blacksmith), claims. deductions and financial management. Impact of using BS saved Armanino $1M • Full P&L responsibility reducing spends, calculating COG’s, which resulted in more effective promotions and strategies while increasing the bottom line.

Canada

Exceptional success in building the foundation and expansion for the start-up brands Mood Water & Can Water. • Trusted advisor foundational building expert, and tactical planning analyst. Implemented strategies for national beverage launches in Conventional, Grocery, Natural, Drug, Mass, and Club channels including pricing, packaging, margins, and other recommendations for current and new items including hiring broker networks, DSD partners, sales teams, and establishing company vision with strategic multi-channel planning.• Responsibility calling and servicing all major accounts nationally. Safeway, Albertsons, Ahold, Kroger, Brookshire, HEB, Lowes, Fresh Thyme, Big Y, Publix, Sprouts, Hy-Vee, Hannaford, Giant, Spartan-Nash, Stop N Shop, Acme, and many independent grocery, natural, and specialty accounts.• Lead revenue growth through relationship building, selling, and managing new accounts• P&L Provided strategic and tactical leadership with revenue and margin management. Primary revenue management activities include pricing, sales reporting, planning, forecasting, customer performance, and trade spend management resulting in triple digit profit growth over a two-year period• Exhibited strong leadership by building and mentoring direct and indirect teams of sales reps and broker managers to perform at their highest standards by example• Trade show planning and execution responsibilities for Expo East/West, customer, distributor shows and all major trade events

California, United States

Accomplished leader building Berri Pro into a national brand. Compelling talent in storytelling and sales with successful and profitable results. Exceeded sales expectations. Expertise includes managing and implementing process changes to achieve maximum results with effective planning, organization, and communication skills. Solutions-oriented approach to problem-solving. Exemplary leadership skills, hiring brokers, brand ambassadors and sales teams• Tactical planning, consulting, and vision for Berri Pro as a CPG start-up • Responsible for strategy of new distribution and profitable growth for all Drug, Natural, Conventional, Grocery, Club and Alternate Channel business • Increased revenue from $30,000 to over 2M in a short 18-month time frame by opening new distributors and obtaining new customers with high retention rates• Generated and successfully grew new business at Walmart.com, Safeway, Acme, CVS, Target, Fresh Thyme, Wegmans, Earth Fare, Big Y, Wakefern and many other conventional and natural retailers nationally• Successful brand building-Winner of 3 awards at KeHe shows including “Best Mission Based Brand” and “Best New Beverage Product”• Responsible for Costco distribution and successful rotations• Fast-growth Brand Specialist-FMCG• Provided overall organizational development including hiring, training, and mentoring• Analyzed sales data (SPINS) for competitive edge in the highly competitive sport beverage category• Collaborated with HQ team to provide competitive information as well as field-based recommendations for future products and initiatives• Superior skills in broker management. Manage broker team of over 40 reps (Boutique brokers nationally)• Manage direct team of 10 BA’s and 2 direct area managers. Successful approach where management style includes encouragement, motivation, and inspiration

Walnut Creek, California, United States

Success in building the Eternal brand by extensive expansion in the Natural, Conventional and Club channels. Passionate and effective leadership building Eternal water from a start-up into a successful nationally known brand. Trusted, competent leadership producing superior results. Direct experience with product innovation and branding strategy. • Sales increase from 3M to 40M during tenure driving sales and new distribution. Total company revenue $100M• Promoted from regional role to VP of Natural• Responsible for successful Costco launch and subsequent rotations• Grew profitable business triple digits during tenure focusing on • Successful at building strategic relationships at all levels to ensure success, high-level industry relationships• Effective broker management. Ability to get brokers to focus on small brand in portfolio. Managed 16 retail brokers (Dynamic Presence). Focused on coaching the Eternal team for success and career development• Strong knowledge and utilization of category management and data tools, such as IRI, SPINS and Nielsen

California, United States

Taking my years of experience and translating it into success. A strong pioneering skillset and ability to maintain current business. Experienced and passionate, excels in presentations, business reviews, analyzing sales/promotions, P&L, forecasting and broker management• Grew region to 50M (78% increase) in sales by creating opportunities and gaining new customers • Managed/trained/mentored the national broker network (Mancini Sales) in the west • Multi-channel headquarter responsibility to include conventional, natural and club• Oversaw the growth for all direct and distributor business in the western region• Multi-category experience seafood, frozen grocery, frozen seafood, and shelf stable grocery• IRI/Nielsen analytical experience to monitor retail conditions and competition• Led private label development program at Safeway