Summary
Overview
Work History
Education
Skills
Timeline
Generic

Andy Alfaro

National Account Manager
The Colony,TX

Summary

Experienced national retail sales professional with a strong background in consumer goods and e-commerce. Skilled in navigating platforms like Amazon FBA/FBM and Walmart Seller Central, proficient in SEO optimization, KPI analysis, strategic sales tactics, inventory management, and product development. Committed to driving revenue growth and exceeding sales targets through data-driven insights and innovative marketing strategies.

Overview

39
39
years of professional experience
2
2
years of post-secondary education

Work History

E-commerce Sales Director

Massimo Motor Sports LLC
10.2023 - 06.2025
  • Managed e-commerce marketplace retail accounts to drive revenue growth and improve profitability through strategic business development; led a four-person support team, increasing customer service response time by 50%.
  • Launched an average of 30 SKUs per week across Amazon Seller Central (FBA/FBM), Walmart Marketplace, TractorSupply.com, eBay, Lowes.com, and Blains.com, generating over $15 million in revenue, and driving a 32% increase in product sales over the previous year.
  • Served as the primary point of contact for all retail customers, conducting weekly customer meetings, and providing ongoing support to maintain strong, long-term relationships.
  • Boosted Walmart and Amazon performance by 40% and conversion rates by 25% through implementing A+ content creation, SEO-optimized copy, Walmart Connect, sponsored product, sponsored brand advertising, and marketing campaigns.
  • Enhanced e-commerce performance and automation by implementing system integration strategies, connecting NetSuite CRM software with marketplace platforms, and SPS EDI to streamline operations and improve order accuracy and inventory supply chain.
  • Optimized brand identity, images, product reviews, listings, and managed inventory levels for e-commerce accounts, ensuring consistent brand messaging and customer experience across all digital platforms.
  • Improved customer buying decisions by using key metrics data, competitive analysis, and Excel reports to enhance listings.
  • Launched a regional Walmart store test for possible national implementation.
  • Key Achievement: Nominated for the 2025 Tractor Supply Most Improved E-commerce Vendor of the Year.
  • Optimized website SEO strategies which led to higher organic search rankings and increased visibility among potential customers.
  • Streamlined returns processes which minimized lost revenues from returned items while maintaining positive customer experiences.
  • Conducted regular competitor analysis to stay abreast of industry trends and adjust tactics accordingly, maintaining a competitive edge in the market.

Sales Director

Dogness Group LLC
09.2020 - 10.2023
  • Opened major retailers: Costco, Sam's Club, QVC, Home Depot.com, and Bluestem within the first six months.
  • Boosted DTC and marketplace sales by 50% in one year through content optimization and competitive market analysis on Amazon, Wayfair, Chewy.com, and Walmart.com.
  • Worked with the China team by providing solutions for the improvement of packaging and user manual redesign, leading to a 25% revenue growth and a 20% decrease in product returns.
  • Negotiated pricing, promotional terms, and vendor agreements with national retail and e-commerce partners, resulting in improved margins, and increased placement opportunities.
  • Utilized PowerPoint presentations to communicate an effective go-to-market strategy plan to senior leadership, cross-functional teams, and sales targets.
  • Delivered monthly sales reporting to management and support teams to track KPIs, identify challenges, growth opportunities, and support data-driven decision-making.
  • Analyzed industry trends, pricing, and competitor activity to generate innovative ideas that enhanced product listings, increased visibility, and improved conversion rates.
  • Key Achievement: Secured $3.5M in new revenue in year one through Costco, Sam's Club, and QVC in stores and online retail.
  • Updated products, service agreements and pricing to retain competitive advantage and generate new customers.

Director of Business Development

Azpen Innovation, Inc.
05.2016 - 09.2020
  • Assisted in the successful launch of the DockAll Wireless Charger, achieving placement in select Best Buy stores.
  • Conducted comprehensive market research studies to identify untapped opportunities for growth within the industry landscape.
  • Recruited specialized brokers to restructure the external sales team for regional and specific account business.
  • Developed a standardized process to ensure packaging, manuals, and products complied with U.S. regulatory and retail requirements.
  • Performed market analysis of domestic retail and e-commerce sales channels to identify growth gaps, resolve issues, and prioritize expansion strategies.
  • Key Achievement: Generated over $1 million in new revenue by opening strategic retail and online accounts, including Best Buy, HomeDepot.com, and Sharper Image.

Channel Sales Director

Smanos, Inc.
11.2012 - 05.2016
  • Reorganized the external sales team by recruiting brokers who specialize in regional and account-specific business relationships.
  • Spearheaded the launch of 15 new smart home security product SKUs across retail and distributor channels.
  • Enhanced quality control by establishing clear communication protocols with the China team.
  • Conducted an in-depth analysis of U.S. sales channels to identify gaps and implement growth strategies.
  • Coordinated activities and presentations at CES and National Hardware trade shows.
  • Key Achievement: Opened key retail and e-commerce accounts, driving over $1 million in new revenue through Best Buy, HomeDepot.com, Sharper Image, and others.

National Sales Manager

AA Sales & Marketing
01.2010 - 11.2012
  • Operated as an independent sales broker, providing strategic consultation to consumer electronics manufacturers, and small businesses.
  • Represented brands including Dream Gear, Sandstorm Productions, and Kobian, managing sales to Hastings Entertainment, Petra Distributing, and M&M Merchandisers.
  • Oversaw a diverse SKU portfolio, achieving an average retail sales volume of $300,000 across key product lines and channels.

National Account Manager

Kobian USA
10.2008 - 01.2010
  • Led the U.S. market launch and go-to-market sales strategy for a Canadian consumer electronics accessories brand.
  • Managed a 45-SKU portfolio, generating $2.5 million in total retail sales volume.
  • Provided analytical rationale to identify, develop and implement activities within allocated account base.
  • Recruited and managed three U.S.-based manufacturer rep firms to expand national retail and distribution reach.
  • Conducted in-depth performance analysis, including margins, sell-through rates, inventory turns, and competitor benchmarking, to drive SKU-level optimization.
  • Key Achievement: Opened national and e-commerce accounts in the first year, including Walmart.com, Amazon.com, HEB, Petra Distributing, and Hastings.

Sales Manager - Walmart & Sam's Club

Watt & Company CEG
03.2006 - 10.2008
  • Managed three Walmart product categories, achieving consistent year-over-year sales growth.
  • I opened the Walmart sales office in Bentonville, serving as the primary liaison between company leadership and Walmart/Sam's Club buyers.
  • Leveraged Retail Link to gather, analyze, and present actionable insights to support high-impact buyer presentations.
  • Oversaw a $50 million consumer electronics portfolio, executing growth initiatives across merchandising and promotional strategies.
  • Nurtured and strengthened vendor relationships to drive business growth and revenue expansion in the marketplace.
  • Key achievements: launched three new products, generating over $2 million in sales at Walmart.

Senior Sales Representative

Watt & Company CEG
10.1996 - 03.2006
  • Managed Retail Link and EDI operations, leading a department-wide systems upgrade to enhance reporting and efficiency.
  • Represented leading consumer electronics brands, including Canon, Capcom, Cyber Acoustics, Lexmark, Lorex, Maxell, Sega, and Nyko.
  • Prospected, negotiated, and closed retail deals while maintaining a high-performing sales pipeline.
  • Designed and executed strategic merchandising plans and promotional campaigns in coordination with brand and manufacturing partners.
  • Key Achievements: Increased J.C. Penney sales from under $1 million to $11 million in one year. Awarded Salesman of the Year in 2002 and 2006 for exceptional performance. Promoted to Walmart and Sam’s Club Sales Manager in 2006.
  • Developed new territories for expansion, resulting in increased market share.

Merchandise-Advertising Coordinator, Replenishment, Store Manager

Walmart Stores Inc.
06.1986 - 10.1996

Education

Bachelor of Arts - Business Administration

North Arkansas College
05.1985 - 07.1987

Skills

Consumer product / electronics expertise

Timeline

E-commerce Sales Director

Massimo Motor Sports LLC
10.2023 - 06.2025

Sales Director

Dogness Group LLC
09.2020 - 10.2023

Director of Business Development

Azpen Innovation, Inc.
05.2016 - 09.2020

Channel Sales Director

Smanos, Inc.
11.2012 - 05.2016

National Sales Manager

AA Sales & Marketing
01.2010 - 11.2012

National Account Manager

Kobian USA
10.2008 - 01.2010

Sales Manager - Walmart & Sam's Club

Watt & Company CEG
03.2006 - 10.2008

Senior Sales Representative

Watt & Company CEG
10.1996 - 03.2006

Merchandise-Advertising Coordinator, Replenishment, Store Manager

Walmart Stores Inc.
06.1986 - 10.1996

Bachelor of Arts - Business Administration

North Arkansas College
05.1985 - 07.1987

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Andy AlfaroNational Account Manager