Asher Hoffman
Chattanooga,TN
Summary
Dynamic and results-driven Director of Sales with over 6 years of experience in growing a CPG brand in the food industry, notably at Hoff & Pepper. Expert in expanding market presence from a few dozen to over 4,700 locations, including major retailers like Whole Foods and Walmart. Skilled in managing broker teams, distributor relations, and direct sales strategies. Proficient in leveraging data analytics for decision-making and forecasting. Known for innovative product development and adept negotiation skills. Passionate about promoting health and sustainability through quality food products.
Overview
17
17
years of professional experience
Work History
Director of Sales
Hoff & Pepper
05.2017 - Current
- Expanded shelf placement from 30 regional locations to over 4,700 retail locations globally, doubling revenue year-over-year since 2017.
- Managed key accounts including Whole Foods, Wegmans, Sprouts, and Fresh Market, securing strategic shelf placement and growth.
- Led a team of brokers and distributors, including KeHE, River Valley Foods, POD Foods, and P10 Foods, overseeing promotional management and merchandising.
- Developed and executed strategies for e-commerce, B2B, and food service segments, significantly enhancing brand positioning.
- Negotiated favorable terms with Whole Foods South, reducing price points while maintaining high profit margins.
- Implemented AI-driven tools for sales forecasting, aligning strategies with market trends and data analysis.
- Innovated 'Dirty Dust' product, turning waste into a profitable commodity, exemplifying creative problem-solving and sustainability focus.
- Managed team of sales representatives, providing guidance, coaching and support.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Connected with prospects through trade shows, cold calling and local-area networking.
- Established ambitious sales targets, managed deployment strategies, and developed go-to-market plans to capitalize on every revenue opportunity.
Chief Operations Officer
Elizabeth's Moving Services
10.2015 - 05.2017
- Spearheaded operational improvements, enhancing efficiency and customer satisfaction.
- Introduced digital tools for payroll, scheduling, and estimation, increasing profit margins by up to 66%.
- Managed and optimized resource allocation, contributing to a revenue increase of 60.6% in Q4 2016.
- Supported business growth through strategic planning and process development.
- Met customer service standards and expectations consistently by effectively communicating and actively listening.
Owner
Asher Auctions
03.2010 - 10.2015
- Pioneered an inventory application for online reselling of diverse assets, maximizing client returns.
- Managed distribution for international shipments and ensured quality control.
- Managed day-to-day business operations.
- Consulted with customers to assess needs and propose optimal solutions.
- Trained and motivated employees to perform daily business functions.
- Evaluated suppliers to maintain cost controls and improve operations.
Operations Manager
It's Going Going Gone
08.2006 - 10.2009
- Oversaw a team of 5-10 employees, implementing training programs and software integration.
- Developed systems and procedures to improve operational quality and team efficiency.
- Managed inventory and supply chain operations to achieve timely and accurate delivery of goods and services.
Education
Associate of Arts - Graphic Design
Labette Community College
Parsons, KS2005
High School Diploma -
Parsons High School
Parsons, KS2002
Skills
- Strategic Sales Planning & Execution
- Major Retailer Relationship Management
- Data Analysis & Forecasting
- Product Innovation & Development
- Team Leadership & Performance Management
- Budget & Financial Management
- Persuasive Communication & Presentation
- Negotiation & Problem Solving
- Channel Development
- Client Relationship Management
- Sales Team Training
Tools
- Big Commerce
- Shopify
- Zapier
- TrueCommerce
- SPS Commerce
- Genius Central
- NetSuite
- Klaviyo
- Zoho CRM
- MS Office
- Google Ads
- Meta Ads
- Google Analytics
- Adobe Photoshop
- Looker Studio
- ChatGPT
- DALL-E 3
- Sortly
- Trello
- Slack
- Dialpad
- Whimsical
Timeline
Director of Sales
Hoff & Pepper
05.2017 - Current
Chief Operations Officer
Elizabeth's Moving Services
10.2015 - 05.2017
Owner
Asher Auctions
03.2010 - 10.2015
Operations Manager
It's Going Going Gone
08.2006 - 10.2009
Associate of Arts - Graphic Design
Labette Community College
High School Diploma -
Parsons High School