Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Anthony Reyes

Eastvale,CA

Summary

Resourceful Vice President with over 20 years of results-oriented experience in business intelligence and operations management. Culturally-sensitive and ethical professional with demonstrated success in developing and implementing optimized solutions. Versatile leader recognized for driving results in a collaborative, inclusive manner.

Overview

23
23
years of professional experience

Work History

Sr. National Account Manager

Developlus
12.2022 - Current
  • Managed, supported, and grew business relationships with existing accounts HEB, Kroger, CVS, and Albertsons to name a few. Developed strategies to increase sales and revenue.
  • Worked diligently to resolve unique and recurring complaints, promoting loyalty, and enhancing operations.
  • Efficiently resolved sales, service, and account issues to maximize customer satisfaction.
  • Increased market penetration by growing brand awareness. By participating in account-specific programs such as Kroger ARG and HEB Road Show.
  • Managed broker network, ensuring we were on the same page and focused on key growth initiatives.
  • Managed all international accounts such as Walmart Mexico Canada, and Sobeys. Grew business by 5% while other bands declined. In addition, secured 5 new items at Walmart Mexico, In addition,

Vice President of Retail Experience

Buffalo Market
10.2021 - 12.2022
  • Designed cohesive and effective sales organization.
  • Led learning and development initiatives to educate sales personnel on new products and services.
  • Exceeded sales goals and improved profitability by aligning sales strategies and business plans with market trends.
  • Implemented processes that drove change and improved performance.
  • Contacted customers to notify of upcoming promotions and cultivate business relationships.
  • Communicated regularly with territory and regional managers for daily support and strategic planning.
  • Cultivated strong professional relationships with industry partners and created focused campaigns to drive business development.

DIRECTOR OF NATIONAL SALES

ROOTS FOOD GROUP
02.2019 - 10.2021
  • Create go to market launch place for Roots Food Group, Chef’d and Food Rx
  • I have national responsibility for grocery, drug and club channels
  • Create and Launch Hispanic offering for the Hispanic Market Nationally
  • Successfully created and sold in Mexican Recipes for the North East and Canadian Market
  • Successfully secured distribution with 5 skus at Target National
  • Presented and secured authorization within the C&S, Lipari, and UNFI system
  • Gaining distribution in all 139 Tops Markets
  • Secured 5 Skus in 570 West region CVS stores
  • Items are currently being set up on POG
  • Presented Large Private label program to one of the nations largest Grocery Retailers, currently selecting recipes
  • Successfully secured 1500 Points of distribution nationally with in Grocery, Mass, and Drug
  • Successfully present Food RX to CVS, Walgreen and Rite Aid
  • Store assignment coming Q1 2022.

Senior Director Account

KEHE DISTRIBUTORS
01.2015 - 01.2019
  • Manages entire Safeway, Albertsons Companies portfolio and retail execution
  • Represent KeHE Fresh (new Independent Natural Channel) and integrated Monterey Provisions into KeHE Fresh system
  • Leads team of Sr
  • Account Managers, Account Analyst - ensuring team is focused on profitable 'Good Better, Best'-items
  • Focused on secondary locations, displays by guiding sales reps away from 'just taking orders'
  • For FY 2018, improved top-line as well as margins: 44% revenue growth while reducing spoils by 2.7% (to 1.8%, down from 4.5%)
  • Secured Christmas, Easter, Passover and Hanukah end caps - resulting in 95% of all stores with a holiday endcap
  • Drove Retail team to focus on selling Key Items in secondary displays
  • Presented 2,000 new Items - with 1,425 items added.

Vice President of Sales

EHRMANN USA LLC
01.2013 - 01.2015
  • Worked closely with CEO and Head of Marketing on innovation, marketing programs, and retailer specific strategies
  • Launched innovative, premium Ehrmann MIXIM Greek Yogurt to the Grocery, Natural, Distributor and Mass retailer
  • Introduced "Yoghurt Greco"-brand to Mexico
  • Evaluated and selected Broker networks across the US, creating and executing account-specific plans
  • Forecasted and tracked monthly, quarterly, & annual trade budget, sales goals and production (in conjunction with sourcing)
  • Sold to and managed all accounts, including Kroger, Safeway, Costco, Albertsons, Stater Bros, Smart & Final, Fred Meyer, QFC, Sprouts, Mothers Markets, Whole Foods, Gelsons, Bristol Farms, UNFI, & Natures Best: Grew distribution to over 3,000 stores in just 18 months (6 Sku’s in 1,300 Kroger Stores / 4 Sku ‘s in 1,100 Walmarts / 6 Sku’s in 1,500 Safeway Stores.)
  • Successfully negotiated placement fees in all my accounts keeping at or below budget
  • Stayed within 30% Marketing budget for 2014 and on target in 2015.

National Account Manager

VOSKOS GREEK YOGURT
01.2011 - 01.2013
  • Managed Grocery, Natural, and Distributor in the Western markets
  • Grew Main Stream Dairy Business
  • Secured New Business in Mass Class of trade as well as grew Private Label with TARGET
  • Added distribution in over 2,000 stores: 6 Sku’s in 1,000 Western Safeway, 6 Sku’s in 850 Walmart stores, and 10 Sku’s in 400 Target P fresh stores
  • Created Broker partnership, growing the business 22% within just over a year.
  • 2012 June Dairy Month Winner for Retail excellence with secondary displays in all 119 Albertsons Southwest stores.

National Sales Manager

CHOBANI GREEK YOGURT
01.2008 - 01.2011
  • Successfully introduced and launched Chobani to Western Region retailers such as Safeway, Whole foods, Kroger, Costco and Costco Mexico during a very tough economy
  • All though the economy was tough I had to think outside of the box and think as an owner
  • Ultimately generated $80 M in Sales Create a world-class Sales team, Brokers, Distributors, and in house merchandisers
  • Introduced Chobani Greek Yogurt to the Grocery and Natural, Distributor markets
  • Called on Accounts such as Safeway, Costco Western Regions, Albertsons LLC, Ralphs, Unified Grocers, Stater Bros, Smart & Final, Fred Meyer, QFC, Spouts, Henrys, Mothers Markets, Whole Foods, Gelsons and Bristol Farms
  • Interviewed, Appointed, and Managed Broker Networks, Acosta Southern California, Northern California, Pacific Northwest
  • Arnett Brokerage –West
  • Texas, Performance Sales & Marketing- Texas, Concept Sales Solutions –Seattle and LH Gamble –Hawaii
  • Managed monthly, quarterly, yearly forecasts and budget.

Retail Sales Manager

PEPSICO QTG
01.2003 - 01.2008
  • Promoted to manage broker direct retail team for Gatorade, Propel, Tropicana, & Quaker
  • Trained, developed, and incentivized Retail Sales Representatives by implementing and monitoring retail merchandising KPIs (for customers as diverse as Walmart or Stater Bros)
  • Ultimately Responsible for $248 M in Retail Sales
  • 10 Pallets per store in Wal-Mart PDQ sales
  • Gained approval for Gatorade and Propel Shelf racks in 20 Wal-Mart stores
  • Successfully executed Stater Bros store management “NASCAR Experience Race Day” retail incentive
  • Overall sales lift of 115% per store with the winning stores averaging 130% per store vs
  • Previous year
  • In 2008, recognized for "District Level Retail Excellence " (Lead: Southern California PepsiCo “Power of One” Wal-Mart team).

National Sales Development Manager

PepsiCo International
01.2003 - 01.2005
  • Focused on retail presence via new merchandising tools, secondary display opportunities, RSR training direct-sales team and broker
  • Created new merchandising racks and holiday-themed POS
  • Trained, monitored, and audited Retail Sales Representatives
  • Oversaw $40M in retail sales
  • Increased retail KPI’s 15 Points per Retail sales representative in 2004 and 10 points in 2005, while increasing Retail presence and dominating Mexican Cookie category
  • Successfully re-routed all retail territories and created more efficient and effective routes
  • Successfully created and implemented retail development program
  • Successfully implemented company-wide Standard Retail Sales Representatives Sales Books
  • (ie: Route cards, monthly objectives, sell sheets, and retail scorecards).

Account Manager

ACOSTA SALES & MARKETING
01.2001 - 01.2003
  • Maintained, increased, and improved perishable food sales for clients ranging from Dannon, Nestlé, Minute Maid at customers like Unified, Superior, Cardenas, Jons, and Numero Uno
  • Won new retail business at smaller Unified accounts and other distributors
  • Conducted retail store audits, resets, and worked with retail sales representatives
  • Responsible for $20 M in annual sales
  • Won 100% distribution Incentive for HP Hood (Lactaid milk)
  • Converted Numero Uno from UWG to direct buying, adding 8 new stores and over 250 items.

Education

Executive Leadership Program -

UNIVERSITY OF NOTRE DAME, Mendoza College of Business

Business Management

NATIONAL UNIVERSITY
Orange, CA

AS - Fire Science Program

RANCHO SANTIAGO COLLEGE
Santa Ana, CA

Orange County Fire Department Fire Academy

Skills

  • Proposals and presentations of retail execution plan to Safeway Ralphs, Whole Foods, Raleys, Nugget Markets, and Walmart
  • Performance monitoring and evaluation
  • Training and mentoring
  • Business Development
  • Relationship Building
  • Account Management

Languages

Spanish
Full Professional

Timeline

Sr. National Account Manager

Developlus
12.2022 - Current

Vice President of Retail Experience

Buffalo Market
10.2021 - 12.2022

DIRECTOR OF NATIONAL SALES

ROOTS FOOD GROUP
02.2019 - 10.2021

Senior Director Account

KEHE DISTRIBUTORS
01.2015 - 01.2019

Vice President of Sales

EHRMANN USA LLC
01.2013 - 01.2015

National Account Manager

VOSKOS GREEK YOGURT
01.2011 - 01.2013

National Sales Manager

CHOBANI GREEK YOGURT
01.2008 - 01.2011

Retail Sales Manager

PEPSICO QTG
01.2003 - 01.2008

National Sales Development Manager

PepsiCo International
01.2003 - 01.2005

Account Manager

ACOSTA SALES & MARKETING
01.2001 - 01.2003

Executive Leadership Program -

UNIVERSITY OF NOTRE DAME, Mendoza College of Business

Business Management

NATIONAL UNIVERSITY

AS - Fire Science Program

RANCHO SANTIAGO COLLEGE

Orange County Fire Department Fire Academy

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Anthony Reyes