Summary
Overview
Work History
Education
Skills
Certification
Who's Who Marquis award
Timeline
Generic

Brenda Steele

Denver,CO

Summary

Dynamic sales leader with a proven track record in the natural food industry space, adept in deal closing and sales pipeline management.

Spearheaded the integration of the West Coast into the Hanson Faso Sales and Marketing model.

Excelled in retailer representation at store level, Key Account level, both rengionally and nationally with strategic promotional planning, contributing to a notable 25% sales increase in the natural sales division of my first brokering job.


I enjoy a challenge and am an organized and capable asset to anyone in the natural food space.

I am purpose driven and love to see results for my client base!

Overview

25
25
years of professional experience
1
1
Certification

Work History

Snr VP of Sales, West / Director of Nat'l Channel

Hanson Faso Sales and Marketing
01.2024 - 12.2024
  • In January of 2024, I sold my 15 year brokerage, Independent Natural Foods Brokers (INFB) to Hanson Faso, a regional broker with roots in the MW and an acquisition of another EC broker, Valk Enterprises. Joining hands with this brokerage allowed both of our brands the ease of a national platform.
  • My role was to continue to run my west coast team; assist in building out the legacy INFB brands into the EC and MW territories and cover national accounts like Whole Foods, Sprouts and Natural Grocers by Vitamin Cottage. Together we brought about 160 brands into coverage across the country.
  • My contract ends in JAN25 and I am excited to look at fractional CPG consulting and sales positions in my field and others.

Owner/Founder, Key Account & Brand Management

Independent Natural Food Brokers (INFB)
08.2008 - 01.2024
  • As the owner, it was my job to interact daily with potential client reachouts thru our website and CRM system, to engage in meaningful discussions about the industry and to give quick synopsis's to brands on go to strategies.
  • I built the business from the ground up, starting in CO and NM and moving into new states as my client base requested I do.
  • INFB had a robust system of SOPs, which kept clients aware of progress thru shared folders and ongoing recap meetings, and we were well known for the Vendor Letter which we put out each month to update the brands on the West coast goings-on.
  • Developed and maintained strong relationships with clients, resulting in repeat business and referrals. Many of the consultants that INFB worked with were repeat clients as they moved into other sales roles at different brands.
  • Oversaw daily operations, ensuring all tasks were completed accurately and efficiently by team members. We had weekly recaps due for rotating brands so that all brands were getting information on a 4-6 week basis.
  • Increased customer satisfaction by implementing efficient business processes and providing exceptional service. Oftentimes if a new Sales Manager entered the role, that person was always pleasantly surprised as I took them thru our system and the things that had been going on for the brand and the pending work which would be on their plate as they moved into the role.


Key Account Manager

Kayser Sales and Marketing
09.2006 - 08.2008


  • In this position there were 3 of us working to support the TX based brokerage in the state of CO. I helped develop a monthly go-to of promotions and sales, as well as ran the sales representative who was on the ground doing sales.
  • I was responsible for the Whole Foods and Natural Grocers by Vitamin Cottage headquarter calls and meetings and did many meetings with clients for these Key Accounts.
  • I also assisted with some store to store calls and meetings to sell into the independent chains.


Sales Representative and Brand Manager

United Sales & Services
05.2000 - 08.2006
  • I was in the role of store to store sales into NGVC as well as the independent base of stores in the CO territory.
  • Generated additional sales opportunities with upselling and cross-selling techniques, specifically for one brand that was going to leave the US&S portfolio, but decided to stay if I became their Brand Manager. This was an initial introduction into assisting with promotional planning and strategy.
  • Expanded customer base through cold calling, networking, and relationship building.
  • Increased sales revenue by identifying and targeting high-potential accounts. In the fifth year of working at this company, the natural sales division (they did specialty and some conventional, as well), was up by 25%.

Education

Bachelor of Arts - Music Business

University of Colorada At Denver (UCD)
Denver, CO

Skills

  • Deal closing, both at brand level coming to our brokerage as a client, but also deal closing for brands with retailers
  • Trade show representation, coordinated meetings with brands and retailers
  • Sales pipeline management, generating tier 1, 2, and 3 goals for brands, helping them focus in particular regions and states to grow into new territories thru my knowledge of how the distribution and retailer channels work on the west coast
  • Sales reporting, setting up recap calls and providing feedback from either CRM systems or free form documents from a sales team
  • Built and maintained an organized system for the INFB team and the client base
  • Consistent communication and re-iteration on goals, including promotional planning and go-to market strategies
  • Brands built from start-up to full regional or national platforms include: EVOL Foods (Phil's Fresh Foods prior to investor monies), Bobo's Oat Bars, Navitas, AFIA, Buddha Tea, RISHI Tea, Pinky-Up Tea, siggi's and ORL

Certification

  • Marquis Who's Who for Expertise in Sales Management and Brand Development - July 2024

https://www.24-7pressrelease.com/press-release/512868/marquis-whos-who-honors-brenda-k-steele-for-expertise-in-sales-management-and-brand-development



Who's Who Marquis award

https://www.24-7pressrelease.com/press-release/512868/marquis-whos-who-honors-brenda-k-steele-for-expertise-in-sales-management-and-brand-development


Timeline

Snr VP of Sales, West / Director of Nat'l Channel

Hanson Faso Sales and Marketing
01.2024 - 12.2024

Owner/Founder, Key Account & Brand Management

Independent Natural Food Brokers (INFB)
08.2008 - 01.2024

Key Account Manager

Kayser Sales and Marketing
09.2006 - 08.2008

Sales Representative and Brand Manager

United Sales & Services
05.2000 - 08.2006

Bachelor of Arts - Music Business

University of Colorada At Denver (UCD)

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Brenda Steele