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
Amazon and Walmart marketplace strategy
Data-driven decision making
Pricing strategy
Brand positioning
Product merchandising
Negotiation tactics
National sales leadership
Customer service
Business development and planning
Team leadership
Sales strategy
Sales presentations
Customer relationship management
Product knowledge
Account management
Market research
Attention to detail
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