Carolina Munoz-Martinez
Port Charlotte,FL
Summary
Bilingual and results-driven professional with over 16 years of experience in the produce industry, specializing in global vegetable sourcing and category management. Proven track record in strategic planning, grower relations, business analytics, and P&L management. Adept at aligning sales and supply, driving profitability, and developing sustainable sourcing strategies that deliver growth. Strong leadership in managing cross-functional teams, coaching, and mentoring, with a focus on continuous improvement and innovation.
Overview
17
17
years of professional experience
Work History
Category Manager, Global Vegetable Sourcing
Robinson Fresh, CH Robinson Division
01.2019 - Current
- Lead category revenue and case volume goals, consistently exceeding annual budgets through strategic planning, supply alignment, and innovative sourcing strategies
- Developed and managed a comprehensive sourcing plan that increased net revenue from $800K to over $2.5M and grew case volume from 800K to over 1.5M cases
- Oversaw contract negotiations and pricing commitments, ensuring long-term profitability while maintaining strong relationships with growers and tier 1 customers
- Managed a diverse portfolio of products, ensuring optimal mix between high-margin items and cost-effective options for customers.
- Enhanced supplier relationships through regular communication and collaborative problem-solving efforts.
- Established strong rapport with suppliers, leading to favorable contract terms and better access to exclusive products or promotions.
- Developed sustainability criteria for product selection, aligning with corporate social responsibility goals.
- Built strategic account plans for key customers, aligning supply to meet both current demand and forward growth targets
- Utilized P&L information and business analytics to submit monthly, quarterly, and annual reports, driving actionable insights and improving financial performance
- Coached and mentored team members and new hires, enhancing their understanding of the business, systems, and industry best practices
- Reduced operational losses by over 10% annually through improved SOPs, leading to better account performance and increased efficiency
- Created strategic grower partnerships, ensuring compliance with contract terms and achieving consistent account growth
- Established and implemented a seasonal sourcing plan that diversified the grower pool and increased overall ROI for each grower
- Streamlined the accounting process for the grower pool, providing clear reporting and improving accountability
Category Specialist, Analytics & Grower Relations
Robinson Fresh, CH Robinson Division
06.2011 - 12.2018
- Managed and developed strategic grower relationships, overseeing contracts, logistics, and the import process for offshore growers
- Acted as Subject Matter Expert (SME) for category goals, ensuring the achievement of both net revenue and volume targets
- Developed a grower review process that improved grower retention and account growth by ensuring a steady, reliable supply
- Built and implemented a reporting tool to track real-time sales, sourcing, and market behavior, supporting day-to-day operations and long-term strategy development
- Created an SOP that improved efficiency across the category and enhanced organizational effectiveness
- Increased retention and growth of grower accounts by enhancing communication and performance monitoring
- Improved inventory control, resulting in reduced waste and better use of resources.
- Conducted regular performance reviews of suppliers, holding them accountable for meeting established service levels and quality standards.
- Developed strong working relationships with cross-functional teams to ensure alignment on category objectives and initiatives.
Sales & Grower Accounting
Rosemont Farms (Acquired by CH Robinson)
09.2007 - 06.2011
- Reviewed sales reports and communicated findings back to the sales team for invoicing accuracy
- Managed invoicing and accounts receivable for East sales accounts, ensuring timely payments and accurate reporting
- Handled payables for growers and suppliers, ensuring clear communication and adherence to payment terms
Education
Bachelor of Science - Biology
Universidad Del Valle
Cali - Colombia02.2002
Skills
- Strategic Planning & Sourcing
- P&L Management & Budget Oversight
- Grower Relationship Management
- Cross-functional Leadership & Mentoring
- Business Analytics & Reporting
- Supply Chain Solutions & Optimization
- Contract Negotiation & Compliance
- Sales Alignment & Customer Management
- Operational Efficiency & Best Practices
- Bilingual Communication (English & Spanish)
- Supplier Relationship Management
- Supplier Contracts
- Data Analytics
- Category development
Volunteer Experience
Red Cross Volunteer - Colombia, Engaged in community service initiatives, supporting health and emergency response programs.
Hobbies and Interests
- Committed to sustainability and environmental conservation.
- Passionate about hiking, recently completing a 70 mile hike in Spain.
- An avid diver.
Timeline
Category Manager, Global Vegetable Sourcing
Robinson Fresh, CH Robinson Division
01.2019 - Current
Category Specialist, Analytics & Grower Relations
Robinson Fresh, CH Robinson Division
06.2011 - 12.2018
Sales & Grower Accounting
Rosemont Farms (Acquired by CH Robinson)
09.2007 - 06.2011
Bachelor of Science - Biology
Universidad Del Valle
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