I have helped build brands from the bottom up, as well as, maximized the distribution gains of mature ones. I am incredibly proud of my canny ability to assess information and circumstances suggesting or making good decisions quickly. A few of my other strengths include:
★ Comprehensive and measurable sales strategies
★ Clear communication including team work, presentations, and account calls
★ Analyzing and mining syndicated and distributor data creating actionable insights
I have partnered with UNFI, KeHE, Nature’s Best, Haddon House, DPI and regional distributors. I have sold through retailers like Whole Foods, Sprouts, INFRA, Safeway, Kroger, H.E.B. among others with and without brokers.
I am dynamic and forward-thinking with more than 13 years’ experience in leadership roles in the natural, organic, and specialty food industries. Top-performer with proven track record of fostering lasting, profitable relationships that increase market shares and product awareness. Recognized change agent leveraging superior communication skills and a rich marketing insight to consistently deliver sales results and elevate revenue performance.
Consultant at FOODIE CPG
November 2014 - Present
Currently consulting for several natural and specialty food companies with an emphasis on:
• Go to market strategies
• Sales tracking of volume and voids
• Consumer facing store location services
• Analyzing and mining data for actionable insights
• Sales presentations and strategies
Director, Wholesale Division at Rocket Farms, Inc.
May 2013 - November 2014
P&L responsibilities for five verticals including an 80,000 square foot B2B wholesale center in Half Moon Bay, CA, direct ship sales to small businesses throughout the western United States, a will call in Salinas, CA, drop shipping for several e-commerce companies, and four regional farmers’ markets from Los Gatos to Monterey, CA. Provided advice, insights, and directives to four direct reports across multiple channels.
Greatly improved morale and productivity while maintaining a wage reduction of 20% below budget FY 2015 YTD.
Reduced purchases by 6% below budget FY 2015 YTD and minimized out of stocks by instituting a successful open to buy plan and creating an ordering tool to execute against the plan.
Exceeded gross margin dollars by 7% above budget and increased gross margin by 2% above plan on current P&L statement FY 2015 YTD.
Increased revenue by 9% versus prior year for complete fiscal year 2014.
Mined and assisted direct sales team in developing new customer relationships within our business objectives.
Improved and fostered key relationships with customers, vendors and internal cross functional teams.
Director of Sales & Marketing at Internatural Foods a division of World Finer Foods
January 2010 - April 2013
Steer development and execution of top sales, marketing, promotions, and business development strategies. Guide creation of high impact sales collateral and marketing materials to drive market penetration and brand visibility. Provide insightful, visionary leadership to three direct reports and foster collaboration with brand managers. Play key role in decision-making on cost and pricing for all brand skus. Participated in hiring Midwest Regional Sales Manager.
Leverage key analytical insights to impact strategic planning and decision-making; craft targeted marketing strategies based on consumer packaged goods data trends. Represent company at tradeshows and events. Engage and present to clientele and board members as needed. Adeptly oversee brands’ web presence, including websites, Facebook, Twitter, and blogs.
Launched and introduced 10 new brands to portfolio in last year, adding $7MM+ in annual sales and boosting total sales by approximately 50%.
Spearheaded sales and marketing efforts for 20 imported and domestic brands with $20MM+ in annual gross sales.
Handled key relationships with major food distributors including United Natural Foods, KeHE/TOL, Nature's Best, DPI, and Haddon House.
Boosted distribution on key brands by more than 70% ACV within natural foods channel.
Architected and implemented third party solution for capitalizing on distribution channel opportunities and retail outlets by sku; translated data for more than 85 brands and 1400 skus in manner critical to attracting and retaining clients.
Sales & Marketing Manager at InterNatural Foods
September 2004 - January 2010
Carried full oversight for brand management and sales of more than 10 imported brands. Directed purchasing and inventory control efforts for all brands. Conceived and communicated marketing and sales plans to internal points of contact and external distributors. Provided in-depth analysis of inventories and composed purchase orders based on results. Defined and led execution of brand marketing plans that were sensitive to client and company goals alike. Handled all aspects of channel sales from import to retail.
Spurred major growth in sales from $9MM to $14MM.
Consistently grew business with major natural food distributors, such as United Natural Foods, Tree of Life, and Nature's Best.
Played critical role in integrating InterNatural Foods with World Finer Foods; integrating systems and consolidating inventory responsibilities.
Minimized inventory loss and shrinkage while closely managing imported inventory turns throughout role.
Team Leader at Whole Foods Market
January 1999 - September 2004
Commanded perishable department team with full oversight for margin performance, profitability, inventory control, hiring, and scheduling. Led monthly inventory reviews. Conducted ongoing analysis of sales, profitability, and inventory losses.
Surpassed and met all margin and performance goals in spite of slow store sales.
Arizona State University
Degree: Bachelor of Science
Field of Study: Nutrition; Business
San Francisco, CA