TracFone Wireless is the #1 No Contract telecommunications service company in the United States with more than $6.5B in revenue and 23 million active subscribers. The company's brands TracFone, NET10, Straight Talk, Simple Mobile, Total Wireless, SafeLink, Telcel América and Page Plus can be purchased online and at more than 100,000 US retail outlets.Recruited to lead the multi-functional National Retail organization (Sales, Category Development, Forecasting & Planning , Supply Chain, Finance, and Marketing) in order to grow sales, subscriber base, and profitability. Responsible for developing new and existing businesses across Grocery, Mass, Value, Convenience, Wholesale, Dot Com, and emerging channels. Responsibilities include:- Developing and implementing channel strategies and implementing customer joint business plans- Establishing and implementing all retail budgets, promotions and merchandising plans- Setting performance goals and directing sales forecasts- Managing and delivering P&L based on understanding competitive environment and industry trends- Lead staffing, training and development of the National Retail sales organization

Responsibilities:• Lead a team of 8 direct reports and 180 company/franchise customer sales professionals responsible for revenue, profit and share growth in the 72 largest national and regional Super/Mass, Club, Value/Drug and Natural customers, accounting for $12B in revenue. • Develop strategic relationships with senior customer executives of major retailers and Coca-Cola franchise leaders to align business objectives and deliver sustainable, winning performance.• Oversee cross-functional teams including Product Lifecycle, Revenue Growth Management, Customer Solutions, Brand Planning, Product Supply and E-Commerce. • Develop and execute the annual Customer Governance agreement with 67 franchise ownerships.• Lead ongoing business transformation initiatives, process enhancements and resource alignment to meet the changing needs of our customers and the Coca-Cola system.Achievements:• Delivered 17 consecutive quarters positive value share growth. • Optimized $5B trade spend to improve commercial terms and grew retail pricing 2.1% in 2017.• Earned #1 Advantage Satisfaction rank in 2016, up from #5 in 2014, driven by Revenue Growth Management, Shopper Marketing and Category Management investments.• Improved operational efficiency and reduced the customer planning cycle by 13 weeks enabling superior negotiation outcomes in customers representing 65% of 2018 revenue growth. • Transitioned 90 customers from the Company to franchise ownerships. Designed and led customer training for ~800 System associates in support of the transition.• Chartered E-Commerce team to analyze trends, build digital capabilities and capture emerging customer opportunities.• Created a digital work space for communication of customer programs, tools and performance. • Directed implementation of U.S. Customer Leadership model to China, Japan, Australia and Canada as Global SME.

• Strategic Planning and Execution: Led franchise strategic planning and execution for all brand and channel businesses, collaborated with franchise ownership headquarter sales, commercialization, product supply, public affairs, media, procurement and finance. Developed and implemented consumer-based segmentation model for Super/Mass channels increasing visual inventory over 15% on strategic brands/packages. • Business Development: Led franchise capability development team focused on standardization of sales training, front-line sales automation and marketplace execution technology. Awarded Global Customer and Commercial Leadership Award for 100% Franchise Ownership participation in national execution platform.• Marketing Activation: Directed development and implementation of geographic brand marketing strategies, promotions, public relations, media buying, corporate responsibility and sustainability projects with Region teams. Recognized as Coca-Cola North America top performer achieving 15 of 16 national portfolio availability, merchandising, pricing and space execution goals.

• Innovation Commercialization: Led the innovation and commercialization process between Coca-Cola North America marketing and the franchise system, including the relaunch of Coca-Cola’s iconic 20oz bottle and brand visual identity, national launch of mini-cans and segmented functional beverages.

• Marketing Strategy and Operations: Led marketing function delivering geographically relevant marketing plans including product development, media, promotions, shopper/customer marketing and community relations. Developed and implemented fully integrated local and regional plans to support launch of Vanilla Coke, Coca-Cola Zero and Sprite Remix leading total U.S. performance.• Strategic Partnerships: Led relationships, market activation and contract negotiations with national and regional strategic partnerships including NCAA, Olympics, FIFA, MBA, NFL, NASCAR and top 40 Colleges/Universities. Negotiated contract extension with the St. Louis Cardinals to include new stadium beverage rights without contract going to competitive bid.• Business Intelligence: Managed on-going region management routines, business analytics and reporting to deliver the annual business plan. Led change from reactive, ad-hoc culture to one focused on proactive, predictable contingency planning. Standardized and streamlined reports across Divisions and aligned to a common set of lead business indicators reviewed in weekly routines.

• Led franchise operations responsible for collaboratively building and executing annual business plans including customized local marketing programs leveraging media and marketing asset investments.• Led customer management with large regional Supermarket and Convenience retail chains.

• Led distributor development, marketing execution, customer management and sales performance within assigned geography.