DALIA SAUCEDO
Desert Hot Springs,California
Summary
FSOP account management professional with 30+ years of experience across beverage and consumer packaged goods sales, route operations, retail execution, merchandising, financial administration, and team leadership. Experienced in developing customer relationships, identifying outlet and distribution opportunities, improving product availability, and supporting sales growth through consistent execution. Brings an end-to-end understanding of field operations—from warehouse selection and delivery to ordering, merchandising, account development, and performance tracking. Known for practical problem-solving, coaching, adaptability, and cross-functional collaboration.
Overview
1
1
Language
35
35
years of professional experience
Work History
Account Lead
FRITO-LAY
- Selected through an internal application and interview process for a newly created Account Lead role.
- Consistently achieved the territory’s 6% year-over-year sales growth target by identifying opportunities and prioritizing areas with the greatest growth potential.
- Led and coached a team of 14 merchandisers while supporting drivers and coordinating territory execution.
- Managed ordering while focusing on territory development, team productivity, product availability, merchandising standards, and sales growth.
- Coached employees on execution, customer service, productivity, and daily priorities; coordinated across sales, delivery, merchandising, and operations to address challenges.
- Selected to train college graduates entering leadership roles, providing hands-on exposure to frontline operations and day-to-day business responsibilities.
- Final 7 years
Route Sales Representative — Large Format & Small Format
FRITO-LAY
- Progressed through route sales roles serving large-format retail and small-format accounts, including independent stores, liquor stores, and pharmacies.
- Managed customer relationships, product delivery, ordering, merchandising, and product availability; operated commercial delivery trucks in DOT-regulated roles.
- Picked and loaded delivery trucks in small-format operations, gaining firsthand knowledge of warehouse selection, order accuracy, product handling, and route preparation.
Route Sales Relief — Large Format
FRITO-LAY
- Provided route coverage and operational support, including delivery, ordering, merchandising, and customer service across large-format accounts.
FSOP Account Manager / AMOP
REYES COCA-COLA
08.2024 - Current
- Manage FSOP customer relationships and sales execution across assigned accounts, balancing customer needs with business objectives.
- Identify new outlet and distribution opportunities to improve product availability, product penetration, and account performance.
- Track key performance metrics, including new outlet development, product availability, and account-level execution.
- Resolve service and execution challenges in coordination with customers, leadership, and internal partners.
- Apply experience across sales, delivery, merchandising, financial administration, and field operations to develop practical solutions and follow through on commitments.
- 2022–Present
Home Market Account Management
REYES COCA-COLA
08.2023 - 08.2024
- Supported account management, sales execution, product availability, and distribution across the home market.
- Identified opportunities to improve account performance and coordinated with internal partners to address customer needs.
Field Financial Administration
REYES COCA-COLA
11.2022 - 08.2023
- Supported field financial documentation, record accuracy, and administrative processes.
- Coordinated with field teams and internal partners to resolve administrative issues and support accurate business operations.
Retail Operations, Merchandising & Management Preparation
FOOD 4 LESS
01.1992 - 01.2004
- Progressed from courtesy clerk and cashier responsibilities into department leadership, merchandising, receiving, and management preparation.
- Served as General Merchandise Department Head, ordering and stocking non-food merchandise and planning seasonal and holiday displays.
- Assembled promotional displays featuring garden furniture, BBQ grills, and other seasonal merchandise to support product visibility and sales execution.
- Cross-trained in dairy, deli, receiving, front-end operations, and bookkeeping; operated powered pallet jacks and forklifts to support receiving and product movement.
- Coordinated high-volume Saturday receiving for approximately three to four truckloads and more than 200 pallets supporting weekly advertisements and promotions.
- Organized backroom space, reconciled vendor invoices, verified merchandise received against charges, and submitted accurate documentation for payment.
Education
Business Management program
Western Governors University (WGU)
Business Leadership
University of Arizona Global Campus (UAGC)
Skills
- FSOP Account Management
- Customer Relationships
- New Outlet Development
- Sales Growth & Distribution
- Product Availability & Execution
- Territory Management
- Performance Tracking
- Team Leadership & Coaching
- Merchandising & Display Execution
- Ordering & Inventory Management
- Financial Administration
- Problem-Solving & Contingency Planning
- Cross-Functional Collaboration
- Route Operations
Languages
Spanish
Native or Bilingual
Timeline
FSOP Account Manager / AMOP
REYES COCA-COLA
08.2024 - Current
Home Market Account Management
REYES COCA-COLA
08.2023 - 08.2024
Field Financial Administration
REYES COCA-COLA
11.2022 - 08.2023
Retail Operations, Merchandising & Management Preparation
FOOD 4 LESS
01.1992 - 01.2004
Business Leadership
University of Arizona Global Campus (UAGC)
Business Management program
Western Governors University (WGU)
Route Sales Relief — Large Format
FRITO-LAY
Route Sales Representative — Large Format & Small Format
FRITO-LAY
Account Lead
FRITO-LAY