Steve Percifield Email & Phone Number

Sales and marketing of Jenny Lee products in Chicago-land, midwest

Consultants and brokers specializing in bakery foods-related industries.

Development of sales in Midwest region for Pittsburgh-based bakery; PR for three bakery-supplying companies.

Turned tape-recorded memoirs of deceased early 1900s interracial auto racing team into novel.

Responsible for introducing Australian parent company's lines of oven-able bakery packaging to North American market.

Was named senior baking editor of wholesale bakery trade journal. Following year was named publisher. Developed new design and format, contributed to changed editorial policy, and managed regional sales managers and editor. During three year tenure, grew revenues, between 20 and 25% each year and--based on ad page counts by private auditing company--became fastest growing bakery trade journal.

Developed unique business model for website targeting members of the professional bakery industry. Site became most used bakery industry site and--due to unique revenue model--was profitable from 1st year. Sold site to bakery publishing company.

Headed all aspects of marketing: product, pricing, promotion. Responsibilities (at various times) included management of R&D, field service and national sales management. During tenure, company was repositioned from a "regional distributor with in-house manufacturing" to a "national manufacturer with in-house distribution," became a significant manufacturer of frozen batters, overhauled bakery mix, RTU icing and complimenary bakery offerings while deleting over 350 marginal/obsolete lines. Achieved a 1,000% increase in manufactured product sales with a 150% increase in gross margins (from 12% to over 30%).

A multi-region bakery ingredient distributor with wet goods manufacturing in Lousiville, KY. Recruited by former boss at DCA to become Marketing Director for Lsvl.-based operation. Accomplishments included development of needed RTU product lines as part of very successful assault on the in-store bakery segment and establishment/management of a National Sales Force. Comapny was purchased by Dawn Food Products in 1982.

Hired as wholesale bakery account executive, served as Marketing Assistant (NYC), Plant Sales Mgr. (St. Louis), Plant Manager (Baltimore) and Mix and Equipment Account Executive (Mich. and Ind.).

Third generation in a family-owned wholesale donut and pastry bakery serving the foodservice and vending industries. I worked in all phases of the business being named VP and General Manager in 1973.

B.S., Education, Psychology, Sociology

Academic