Melissa Licon-Chavez Email & Phone Number

Texas, United States

Dallas-Fort Worth Metroplex

Develop Strategic Growth Plans • Conduct an annual assessment of national account business to project and budget for expansion and multi-year growth.• Participate in year end company assessment and develop strategy to deliver growth goals in alignment with enterprise vision.• Analyze business and staff performance against KPIs to assess progress and adjust plans to expand the full portfolio of Enterprise products and services..• Lead negotiations to reach mutual agreement for Stocking and Fulfillment contract elements.• Consistently exceed aggressive profit and revenue goals across multi-products and solutions.• Conduct Joint Business Plans and Executive Business Reviews with C-Suite level decision makers.• Negotiate multi-year contracts at corporate level.• Create, implement, and oversee robust fulfillment programs.• Leverage tools such as Nielsen, IRI, Shopper Insights and scan data to introduce new brands and innovative solutions.Build Capabilities • Coach and develop a National Accounts Sales Team to influence and sell a full portfolio of product solutions and services including Software as a Service.• Provide direction and training through weekly one with ones, customer meeting preparation, and participation in Executive Business Reviews. • Actively recruit to establish multiple sources for experienced hires in anticipation of growth.• Mentor internal talent to build capabilities for career advancement.

Dallas-Fort Worth Metroplex

Develop Strategic Growth Plans as member of Executive Team• Participate in year end strategy sessions to assess company performance against growth goals.• Develop and implement strategy to deliver projected budget and multi-year growth goals.• Analyze business and staff performance against KPIs to assess progress and adjust plans.• Lead negotiations to reach mutual agreement for Stocking and Fulfillment contract elements.• Consistently exceed aggressive profit and revenue goals.• Conduct Joint Business Plans and Executive Business Reviews with C-Suite level decision makers.• Create, implement, and oversee robust fulfillment programs.• Leverage tools such as Nielsen, IRI, Shopper Insights and scan data to introduce new brands and innovative solutions.Build Capabilities • Coach and develop National Account Executives and Customer Account Managers through weekly one with ones, preparation for customer meetings, and participation in Executive Business Reviews. • Actively recruit to establish multiple sources for experienced hires in anticipation of growth.• Mentor internal talent to build capabilities for career advancement.

Plano, Texas

Develop strategic and tactical plans for national and regional supermarket customers.• Held accountable for aggressive volume, profit and revenue goals.• Collaborate with cross-functional teams to negotiate Joint Business Plans. • Gain alignment with bottlers through established governance process to support Price Package Plans and localized marketing programs while adhering to guardrails.• Meet with customer executives to assess progress and course correct.• Plan and facilitate ‘Top to Top’ meetings between Coca-Cola and customer.• Leverage tools such as Nielsen, IRI, Shopper Insights and scan data to influence customer and franchised bottlers.• Maximize Shopper Marketing funds to support localized initiatives.Build capabilities for the betterment of the company.• Provide team of National Account Executives with coaching and development through monthly in market work sessions, preparation for customer meetings, and weekly one with ones.• Collaborated on a scan data based tool for improved in store selling and execution.• Responsible for leading the intern program for the Central Region sales team.

North Texas

Develop strategic and tactical plans for teams of sales professionals (20 direct reports, 180 DSD Route Salesman) to execute regional and national marketing programs in 2000+ retail and wholesale accounts exceeding $150 million in annual revenue sales. • Responsible for P&L, staffing and talent development for the North Texas Zone.• Held accountable for aggressive volume and share goals.• Worked with cross-functional teams to ensure successful on time dispatch and deliveries.• First in Region to implement a new recruiting and selection process to add an additional 70 Route Salesman in preparation for pay structure change.• Successfully led Critical Path of Change to launch Pay for Performance – a compensation structure change that impacted frontline team of 180+ route drivers.

Coppell, Tx

Responsible for aggressive sales volume and share growth goals in national accounts including 7-Eleven, Valero, Walgreens & CVS. Negotiated share of space, product distribution and price points using category management selling. Contributed to the development of national retail trade and merchandising programs as a member of a strategic key account development team. Provided direction to third party DSD suppliers and merchandisers to deliver against distribution and execution plans.

Dallas/Fort Worth Area

Built high performing sales team through recruiting and developing top talent, and managing issue performance. Developed strategic and tactical plans for a team of 31 sales professionals including direct and indirect reports executing marketing programs in support of multi-categories in a geography representing 3,200 retail and wholesale accounts and over $300 million in annual revenue sales. Plans included brand marketing & promotions, sales volume, new brands, price promotions, retail and wholesale program performance. Grew share by +1.7 Philip Morris USA, +2.5 US Smokeless Tobacco & +7.0 John Middleton Company. Exceeded business objectives, consistent leader of highest new brand distribution. Promoted two TSMs per year.• A&M University Relations Campus Manager – developed, established and led Altria’s recruiting program • Led Key Account Managers to develop strategic plans to drive sales and volume across multi-categories. Made joint sales calls. Plans included sales goals, consumer insights, POS Scan Data, competitive and market analysis. Accounts included Brookshires, 7-Eleven, CVS, Walgreen’s, Sam’s Club, and Coremark.• Directly responsible for volume and share growth in 270 store chain CEFCO – sold and implemented pricing plan, merchandising and product solutions – grew share +4pts USSTB and +11pts in JMC.

New York, Ny

Responsible for conducting research and developing national retail trade program. - Worked with senior executives and cross-functional team to design a strategic and compliant national retail-merchandising program.- Led IT team through the development of support systems for the field sales force. Was liaison between Regional Vice Presidents and HQ personnel.- Developed a 360 degree feedback process called the Leadership Scorecard - introduced to and adopted by Senior Executives.

Business Management

Attended graduate classes toward a Masters degree, left due to promotion/relocation

Bba, Marketing

Activities and Societies: Kappa Kappa GammaMarketing