Adriane (McWeeney) Walters
Montgomery
Summary
Dynamic sales leader with a proven track record at Nature’s Bakery, driving $41M in revenue across 19 states. Expert in trade spend management and forecasting, achieving 14.5% year-over-year growth. Adept at cross-functional collaboration, enhancing promotional ROI while expanding distribution and securing key accounts.
Overview
31
31
years of professional experience
Work History
Director of Sales – Grocery Central
Nature’s Bakery
01.2017 - Current
- Lead $41M multi-state region across 19 states with national account responsibility. Oversee brokerage partners and collaborate cross-functionally with marketing, finance, supply chain, and customer service.
- Delivered 22%+ growth in key customers during supply-constrained environment
- Achieved 14.5% year-over-year growth in 2024
- Increased IRI ACV by 6% and TDP by 11%
- Added 5 SKUs at HEB (2025); expanded Meijer direct model with 6 new items over two years
- Added 2 items at Schnuck's; secured 5 SKUs in NCG planograms
- Top Breakfast Bar brand at UNFI and KeHE
- Manage $5M trade budget; improved promotional ROI and trade negotiation effectiveness
- Successfully implemented price increases and trade realignment initiatives
- Hired to expand distribution at HEB, Meijer, WFM; later tasked with UNFI sales & trade optimization
- Forecast accuracy averaging 80–90% in volatile market conditions
Central Regional Sales Manager
Lundberg Family Farms
Richvale
12.2010 - 08.2017
- Grew regional revenue from $9M to $15M over six years
- Managed 15-state region and 6 brokerage firms
- Achieved 98–100% forecast accuracy over final 3+ years
- Led TPM implementation (Blue Planner by UpClear)
National Natural Foods Sales Manager
Barbara’s Bakery, Inc.
Petaluma
01.2008 - 01.2010
- Direct and manage operations and sales revenues of $10M region for manufacturer of natural cereals, cookies, snacks and crackers. Territory includes Midwest, South Central and East Coast Region. Responsible for broker, distributor and retailer management.
- Accountable for natural and conventional classes of trade.
- Whole Foods Market, UNFI, NCGA, INFRA
Director of Sales Natural/ International Channel, Internet/ Catalog
Seventh Generation
Burlington
01.2006 - 01.2008
- Directed and managed operations and sales revenues of $10 million region for a natural household cleaning, laundry, baby care products. Initial territory included South Central, Midwest, Rocky Mountains of the United States and Eastern Canada. Covered natural foods key accounts including Whole Foods Market MW, SW and RM.
- Responsible for development of internet, catalog, and natural foods business. Developed new brand establishment in Eastern Canada.
- Increased Canadian sales by 58% and US sales by 25%
New Product and Business Development Manager
Wholesome Sweeteners
Sugar Land
01.2005 - 01.2006
- Responsible for new products from concept to completion: concept, ingredient sourcing, production scheduling, certifications, package design, sales, sheets, trainings and importation.
- Responsible for SPINS and Nielsen research and presentation development.
Director of Sales Central Region
United Natural Brands/ Hershey Import Company (Blue Marble Brands)
Edison
01.2003 - 01.2005
- Responsible for the development and creation of new division of UNFI for their private label and house owned brands.
- Managed and trained sales team across the country on new brands.
- Developed expansion of UNFI brands into key accounts including KeHE, NCGA, and Whole Foods Market.
Senior Sales Representative/ Key Accounts Manager
United Natural Foods Inc.
Aurora
01.2001 - 01.2003
- Responsible for the developing new territory expansion for UNFI into Texas and Louisiana. Built relationship and national contract with Whole Foods Market for UNFI.
- Responsible for sales, service levels, contract negotiations, delivery schedules, promotional activity, new store. Managed, mentor and train other sales team members across the Texas region.
- Account manager for: Whole Foods Market SW, Rice Epicurean, Fresh Plus, United Supermarket.
Regional Sales Manager Central Region
Thai Kitchen-Epicurean International
Oakland
01.1998 - 01.2001
- Directed and managed sales revenues of new $2 million territory for an Asian ethnic natural foods company. Territory included South Central, Midwest, Rocky Mountains.
- Responsible for budgets, goals and initiatives for territory, brokers and distributors.
- Increased sales 21% year over year, 3% above company plan.
Regional Sales Manager Central Region
Spectrum Naturals
Petaluma
01.1995 - 01.1998
- Direct and manage sales revenues of $8 million region for manufacturer of natural and organic oils, supplements, body care and bulk products for the Midwest, South Central and Rocky Mountain region of the US.
- Responsible for the development and creation of new business with foodservice, deli’s, nutritional and bulk foods.
- Increased sales 30% year over year, compared to national average increase of 10%.
Education
Bachelor of Arts -
University of Houston
Houston, TexasSkills
- Revenue and regional P&L leadership
- Trade spend management
- Distribution expansion
- Forecasting and annual planning
- Broker oversight
- Pricing and contract negotiation
- TPM implementation leadership
- Cross-functional collaboration
- BluePlanner TPM expertise
- IRI analysis
- SPINS data interpretation
- Nielsen insights
- CRISP methodology
- Power BI proficiency
- Customer portal management
Systems And Analytics
- BluePlanner TPM
- IRI
- SPINS
- Nielsen
- CRISP
- Power BI
- Customer Portals (HEB, Meijer, KeHE, UNFI)
Timeline
Director of Sales – Grocery Central
Nature’s Bakery
01.2017 - Current
Central Regional Sales Manager
Lundberg Family Farms
12.2010 - 08.2017
National Natural Foods Sales Manager
Barbara’s Bakery, Inc.
01.2008 - 01.2010
Director of Sales Natural/ International Channel, Internet/ Catalog
Seventh Generation
01.2006 - 01.2008
New Product and Business Development Manager
Wholesome Sweeteners
01.2005 - 01.2006
Director of Sales Central Region
United Natural Brands/ Hershey Import Company (Blue Marble Brands)
01.2003 - 01.2005
Senior Sales Representative/ Key Accounts Manager
United Natural Foods Inc.
01.2001 - 01.2003
Regional Sales Manager Central Region
Thai Kitchen-Epicurean International
01.1998 - 01.2001
Regional Sales Manager Central Region
Spectrum Naturals
01.1995 - 01.1998
Bachelor of Arts -
University of Houston