Charles Bernal

• Lead Southeast field sales consisting of 9 Area Sales Managers while simultaneously managing headquarter accounts for Publix, SEG and Earth Fare
• Selected Accomplishments:
• Successfully managed an 9-member sales team to drive sales at major southeast grocery retailers
• Established strong partnerships with Publix Directors of Merchandising, Regional Directors, and District Managers to enhance brand presence and increase sales volumes
• Trained sales team on IRI/Spins data to enable fact-based selling and enhance their selling skills
• Developed and executed sales strategies at key retailers, resulting in maximized efficiency, optimized SKU mix, and increased product pull-through.

• Spearheaded impressive growth in Publix business, generating an additional $630k in revenue, while achieving an exceptional 32% overall territory growth in the Southeast through effective new business generation, strategic promotional planning, and ensuring optimal ACV gains by eliminating out-of-stocks.
• Successfully secured region-wide distribution of new product innovations and expanded current offerings by leveraging syndicated data and fostering strong relationships with Buyers and Category Managers.
• Pioneered a new broker network, resulting in increased distribution across underdeveloped channels.
• Developed and executed a highly effective national strategy, targeting convenience and drug channels to tap into new markets and drive substantial incremental sales.

• Achieved exceptional growth in ACV distribution at Publix, surpassing the goal by 170%, through strategic sales blitzes, demo sales partnerships, and enhanced broker accountability.
• Drove impressive same-store growth of 7.5 times the goal by proactively engaging influencers and decision-makers at key accounts and securing increased placements.
• Implemented custom promotional strategies across multiple channels, resulting in a substantial regional revenue increase of $800k (+15%).
• Successfully activated key accounts, including Southeastern Grocers, Ingles, Rouses, and Houchens, contributing to projected annual revenue between $200k and $300k.
• Significantly increased annual revenue by $550k (+45%) by expanding SKU count at Harris Teeter, RaceTrac, and Food Lion.
• Developed a three-tier pricing program for MDI, Piggly Wiggly Alabama, and Ira Higdon, leading to a 20% increase in order volume and reduced freight costs.
• Enhanced scorecard performance at Publix by 20% through improvements in on-time deliveries, invoice matching, and GTIN compliance.

Selected Accomplishments:

• Led and managed a high-performing team of seven Brokers and Area Sales Managers in Florida, achieving $14M in annual sales for the Pretzel Crisps Brand.
• Spearheaded successful business development efforts with division leaders at all FL Publix locations, securing guaranteed product shipments based on store volume, resulting in a remarkable incremental revenue increase of $2.1M (+15%).
• Ranked in the top five nationally for two consecutive years (2016 and 2017), delivering impressive 14% and 16% growth rates and surpassing annual goals by 185% to 200%. • Strategically conducted compression/vertical calls with divisional leadership, securing guaranteed product allocation (chart outs) and premium in-store display space to drive sales success.
• Achieved an outstanding 300% increase in holiday season sales (300% of goal) by selling 2,500 shippers to Florida Publix stores, leveraging strong relationships with Directors of Merchandising and securing multiple rounds of shipper rotations.