CESAR OREJARENA
Weston
Summary
Director-level sales leader with 15+ years of experience driving revenue growth, leading multi-market teams, and managing a $50MM+ business across top-tier retail accounts. Expertise in owning key account strategy, leading distributor networks, and delivering best-in-class execution within complex retail environments. Delivered 50% year-over-year growth followed by 27% sustained expansion through strategic planning, cross-functional alignment, and strong execution discipline.
Overview
10
10
years of professional experience
Work History
Key Account Manager – Southeast US Region | Large Format Retail & Strategic Partnerships
Poppi
07.2025 - Current
- Lead revenue strategy across Southeast accounts managing a $50MM+ business, delivering 50% growth YoY followed by 27% continued growth
- Lead Publix strategy in a no-buy-in environment, driving store-level sell-in and display penetration
- Managed relationships with key grocery retailers including Publix, Kroger, and Harris Teeter, enhancing collaboration and driving joint business initiatives.
- Align with Pepsi bottlers PBV to drive execution across 1,000+ retail locations
- Developed new promotional strategies (B2G2, BOGO, price reductions) driving significant lift and incremental volume
- Built execution tracking system generating 20K+ incremental cases through display activations
- Partner cross-functionally to execute innovation launches and national 'Big Bets'
- Facilitated leadership efforts for Pepsi integration in Southeast market, fostering collaboration and streamlining operational processes.
- Analyzed market trends to inform strategic decision-making for account strategies.
- Coordinated cross-functional teams for successful execution of projects related to large scale accounts.
- Led quarterly and annual planning meetings with key accounts to align business goals and strategies.
Regional Sales Manager – Florida
Poppi
03.2024 - 07.2025
- Delivered ~$25MM revenue and 180% growth, top-performing region in Southeast
- Developed and executed regional sales strategies that expanded market presence and drove revenue growth.
- Collaborated with senior executives to assess regional performance and create new sales strategies, enhancing revenue generation.
- Met regional sales objectives by developing and implementing promotion strategies, coordinating sales team and servicing key accounts to fortify business relationships.
- Led sales planning, development and account management to grow existing accounts and establish new sales accounts.
- Recruited, trained, and mentored a team of regional sales representatives, fostering team development and improving sales effectiveness.
- Collaborated with marketing teams to align campaigns with sales objectives and customer needs.
- Led distributor execution and market blitzes increasing displays and distribution
- Built strong buyer and distributor relationships to accelerate growth
Senior District Sales Manager
Coca-Cola Beverages Florida
01.2020 - 12.2024
- Managed $70MM+ territory across Publix, Walmart, and Target
- Delivered +22% growth, top 10 performance in company
- Implemented pricing and promotional initiatives to enhance retail performance
- Led and developed team, promoting key talent
- Supervised district sales staff operations, overseeing recruiting, hiring, training, scheduling, and performance evaluations.
- Provided leadership support to ensure that all employees were meeting their individual goals as well as the overall objectives of the organization.
- Trained new hires on company policies and procedures related to sales operations.
Director of Sales Operations
Nature’s Way Farms
01.2018 - 12.2020
- Established and guided a sales team focused on achieving goals for a $56MM business.
- Directed operations of Home Depot, Lowe’s, and Walmart accounts to maintain strong business relationships.
- Conducted regular meetings with senior leadership team to review progress against goals, analyze results from previous campaigns, discuss challenges faced by the sales organization and strategize solutions.
- Analyzed market trends, customer needs, pricing strategies, and competitive landscape to inform and shape effective sales plans.
- Expanded Walmart business by implementing targeted marketing strategies that increased market share.
- Oversaw recruitment efforts for hiring experienced professionals within the industry who can contribute significantly towards enhancing organizational productivity.
- Created and monitored monthly and annual budgets to identify and address variances proactively.
Senior District Manager
Orchard Supply Hardware
01.2016 - 12.2018
- Formulated and executed district-wide strategies to drive sales and profitability growth.
- Increased conversion from 35% to 55%
- Led 11 stores and 500+ employees
- Hired and developed 30+ managers
- Led leadership development initiatives, mentoring and coaching store managers and their teams.
- Streamlined operations at Lowe's subsidiary to enhance management effectiveness.
Education
Bachelor of Science - Industrial Relations & Administration
URBE University
VenezuelaSome College (No Degree) - English Business Education
Nova Southeastern University
Davie, FLSkills
- Key Account Management
- Distributor Management
- Revenue Growth
- P&L Ownership
- Sales forecasting
- Retail Execution
- Strategic Planning
- Market Analysis
- New Product Launch
- Promotional Strategy
- Inventory Optimization
- Brand Scaling
- Consumer Insights
- Team Leadership
- Talent Development
- Effective communication
Accomplishments
- Owned and scaled a $50MM+ beverage business across the Southeast, delivering 50% growth followed by 27% sustained expansion
- Led execution and growth strategy for Publix (1,500+ stores), the largest and most complex account in the region, driving results in a fully decentralized retail model
- Directed multi-state execution across 1,000+ locations, aligning PepsiCo distributor partners to improve compliance and performance
- Built and developed high-performing sales teams (12+), strengthening execution discipline and leadership pipeline
- Expanded brand presence into key strategic accounts, increasing penetration across Hispanic and premium retail channels
- Consistently exceeded performance targets across Coca-Cola territory, leading a $70MM+ business to top-tier company performance (+22%)
- Led execution and growth strategy for Publix (1,500+ stores), the largest and most complex account in the region, driving results in a fully decentralized retail model
- Directed multi-state execution across 1,000+ locations, aligning PepsiCo distributor partners to improve compliance and performance
- Built and developed high-performing sales teams (12+), strengthening execution discipline and leadership pipeline
- Expanded brand presence into key strategic accounts, increasing penetration across Hispanic and premium retail channels
- Consistently exceeded performance targets across Coca-Cola territory, leading a $70MM+ business to top-tier company performance (+22%)
Personal Information
Title: Director of Sales | Senior Key Accounts | Beverage & CPG Growth Leader
Languages
English
Native/ Bilingual
Spanish
Native/ Bilingual
Timeline
Key Account Manager – Southeast US Region | Large Format Retail & Strategic Partnerships
Poppi
07.2025 - Current
Regional Sales Manager – Florida
Poppi
03.2024 - 07.2025
Senior District Sales Manager
Coca-Cola Beverages Florida
01.2020 - 12.2024
Director of Sales Operations
Nature’s Way Farms
01.2018 - 12.2020
Senior District Manager
Orchard Supply Hardware
01.2016 - 12.2018
Bachelor of Science - Industrial Relations & Administration
URBE University
Some College (No Degree) - English Business Education
Nova Southeastern University