Led all aspects of the company's sales planning and execution across all retail channels and customers. Responsibilities included revenue and profit objectives, and leading 10 person direct sales team and 4 person customer support team. Rocket Farms, Inc. is a leading National greenhouse grower and marketer of indoor floral potted plants and edible herbs.• Led all new business development – gained 6 new customers in 3 new channels/+$2 Million.• Directed the growth strategy & execution plans for emerging segment; +30% sales CAGR. • Reorganized sales team - customer management structure; improving training & development.• Transformed company’s go-to-market plans – Top 5 accounts up +8% vs. flat category.

Directed and led the sales strategy, marketing, R&D/innovation efforts, and customer service for a Commercial Bakery with $21 Million in annual sales across multiple channels. Led broker management, cross-functional team operations, and new customer growth with a 6 person sales team. Identified, negotiated, and managed large volume contract-pack contracts.• Increased new business by $2 Million (10%) and launched 20 new products, including a new line (SchoolWise™) for the California School Foodservice channel.• Added 10 new customers on a base of 20 Key Accounts, including the 1st international customer.• Directed and created the design and content for the new B2B website with planned plug-ins for next stages secured customer interactive applications.

Directed the sales and marketing initiatives of an independent food products judging organization to meet revenue and budget plans. Developed and led strategic selling and new business efforts across top tier consumer goods companies. Recruited and developed sales and category management teams.• Increased penetration by 20% at major Consumer Goods clients such as Kraft Foods, PepsiCo, Unilever, Dole Foods, Pepperidge Farms, Nestle, and E&J Gallo.• Recruited and upgraded account management positions with new hires delivering account sales within 90 days, a 50% improvement from the previous average.• Guided company morale and employee retention through a major business downturn situation

Managed the Safeway account, with $49 Million in sales, as the single point of contact for the Sara Lee Bakery Group. Developed and managed the customer’s Annual Operating Plan, including revenue and trade spend budgets by division. Directed an 8 person account team in developing the strategic initiatives and programs that delivered the plan. Led execution planning efforts with Zone Direct Store Delivery (DSD) operations teams and across functional departments. Directed category management and customer marketing efforts. Developed and presented strategic business initiatives/reviews to customer senior management.• Exceeded annual plans on volume and margin; increased sales from $38 to $49 Million in three years (2x the category growth rate). Team Performance was #1 among National Accounts for profit and market share results.• Created a breakthrough sales event generating a 25% period sales increase; presented the concept at an annual National Sales meeting resulting in its implementation as a National Best Practice.• Recruited and trained the team, provided coaching and development, resulting in 6 team members being promoted within two years.

Established the Marketing Department and formalized the company’s branding strategy for a private, extreme value grocery retailer with 137 stores in the Western U.S. and $600 million in annual sales. Developed and implemented marketing initiatives which attracted new customers, enhanced brand loyalty, grew sales, and increased profits. Prepared the annual and long term strategic marketing plans. Member of the Executive Committee and reported to the CEO.• Launched the first fully integrated sales promotion program resulting in customer count and sales gains of 10%.• Developed and implemented a comprehensive marketing plan for the company’s first acquisition. Hired and directed a Public Relations agency to execute a market introduction plan that achieved the Year 1 financial plan.

Director, Team Sales - Safeway (2002)Directed a 13 person sales team with $100 Million in annual sales that achieved sales and profit objectives for all Safeway divisions, with full P&L accountability. Developed the customer strategy and business plans, leveraging resources and technology.• Improved the customer’s business plans resulting in a 15% increase in Year 1 sales.• Secured the first-ever merchandising support for the Nutri-Grain line, resulting in a 20% sales increase.• Shaped the company’s restructuring effort, successfully transitioning the “new” Safeway Team from a geographic reporting structure to a Customer Management Team Leader alignment.• Keebler was acquired by Kellogg’s in 2001. Promoted to the Director, Team Sales for Safeway.Regional Marketing Director - Western Region (1996 - 2001)Regional Marketing Manager - Pacific Region (1989 - 1996)(As Regional Marketing Director – Western Region, responsible for a 14 state territory with $330 Million in annual sales. Prior role covered 8 states and $100 Million in annual sales.)Planned and managed a $50 Million annual trade marketing budget, with shared responsibility for the Region’s profit performance. Directed the development and implementation of trade promotion plans and regional/customer specific marketing initiatives. Co-managed Category Management efforts. Led the account planning sessions with corporate marketing and field sales teams. Provided coaching and support for 6 Zone Managers and 25 Account Managers for program strategy review and financial evaluation.• Led the Region’s effort in successfully integrating Sunshine Brands into the Keebler DSD marketing-sales organization. Improved market share by 5 points and achieved the strongest sales and profit growth at 60%.• Directed the creation and execution of a Hispanic Marketing effort for Southern California. Generated a payout in Year 1 and increased Zones sales growth rate by 3x the trend.