Danielle Smith
Portland,ME
Summary
Accomplished, dynamic, CPG Sales Director with notable experience in leading high-performing teams and implementing strategic initiatives that surpass growth targets. Expertise in planning, forecasting and key account management resulting in sustained double-digit growth. Proficient in leading strategic accounts in the Natural Grocery and Drug Channel. Managed National Broker Network, while cultivating strong partnerships, expanding network connections with key stakeholders. Expertise in innovation launches at retail. Strong interpersonal and presentation skills.
Overview
38
38
years of professional experience
Work History
Director of Sales - Natural Channel-Whole Foods
Weleda
Irvington, NY
03.2020 - Current
- Managed 12MM Whole Foods business, consistently exceeding growth targets. Expert in navigating category reviews, 360 innovation launches, and promotional execution. Developed key relationships across the center store, including executive leadership and category management teams.
- Led a sales team of four in the natural and grocery channel, developed national broker relationships, created strategy development, and built annual sales plans and KPIs.
- Managed the forecast and budgets of $16M, with consistent growth of 10% since 2020.
- Coordinated efforts with internal teams, including Customer Marketing, Marketing, Finance, and Supply Chain, to maximize sales performance.
- Developed planograms and recommended optimal product positioning strategies for Natural and Grocery Class of Trade.
- Provided comprehensive sales, promotional, and trade analysis.
- Led Education and Training programs - member of the Weleda global "Train the Trainer" group, providing training internatinally.
Regional Sales Manager - EAST
Weleda
Irvington, NY
01.2013 - 03.2020
- Developed targeted sales strategies for diverse markets, such as the Eastern U.S., Midwest, and grocery chains.
- Managed a team of national brokers, created incentives, and developed strategies to educate and inspire field representatives.
- Managed comprehensive forecasting, budgeting processes, trade, and deduction processes.
- Managed innovation, launch, and sell into WFM, NCG, INFRA, and Sprouts Farmers Markets and distributor relationships.
- Oversaw the implementation of the Expert Voice Project from start to completion. Developed Education and Training Programs.
- Developed new business for Specialty eCommerce.
Sales Director Natural
Method/Ecover
San Francisco, CA
09.2011 - 09.2013
- Oversaw management of all-Natural Class of Trade for Method and Ecover.
- Managed Team of 2 Regional Sales Manager and National Rep Broker Team.
- Directed sales strategy, budgets, and forecast for strategic national accounts.
Eastern Sales Manager
Giovanni Cosmetics
Los Angeles, CA
05.2011 - 07.2012
- Developed regional sales strategies for East, MW and SE regions in the Natural and FDM business.
- Oversaw monthly, quarterly, and annual KPIs for enhanced broker productivity across territories.
Strategic Regional Acct Manager - Drug Channel
Toms of Maine
Kennebunk, Maine
01.2007 - 09.2009
- Managed Strategic Account operations, driving steady growth at Longs Drug, Amazon, and other major retailers.
- Managed budgets and forecasts to optimize financial efficiency and profitability.
- Established strong relationships within the Key Account networks, creating cross-functional programs and initiatives that drove consistent, double-digit growth.
Senior Grassroots Team Leader
01.2003 - 01.2007
- Developed field sales team for increased visibility in stores within Northeast Natural, Grocery and Specialty Chains.
- Established sales targets, KPI's and Brick and Mortar programs.
- Achieved a 30% growth in territory sales in the initial year.
Territory Development Leader
01.2001 - 01.2003
- Oversaw brand strategy and execution across New England's natural and specialty retail channel.
Customer Support Coordinator
01.1998 - 01.2001
- Designed promotional content for sales teams and store displays.
- Managed all aspects of event execution.
- Oversaw broker partnerships, enhancing the efficiency of promotions.
Director of Retail Programs
01.1987 - 01.1998
- Oversaw retail and mail order sales divisions.
- Led creation and management of inaugural mail order division.
- Integrated new POS technology for enhanced management of retail and mail orders.
- Spearheaded concept development initiatives for new products.
Education
BA - Media Studies and Communication
University of Southern Maine
Business Leadership -
Saltwater Institute
Skills
- Sales Team Leadership
- Strategic Account Management
- Distribution channel management
- Sales forecasting
- Territory management
- Sales Team Development
- Sales Planning Expertise
- Business development
- Sales presentations
- Product expertise
- Presentations and public speaking
- Networking and relationship building
- Key account development
- Sales strategies
- Business development and planning
Lifehacks
- Boating enthusiast along the Casco Bay Islands, saltwater boat restorer.
- Lifelong alpine skier, organic gardener and devoted Mom and grandmother.
Affiliations
- Urban Organic Gardener
- Downhill Skier - National Ski Patrol
- Salt Water Boat Enthusiast
References
References available upon request.
Timeline
Director of Sales - Natural Channel-Whole Foods
Weleda
03.2020 - Current
Regional Sales Manager - EAST
Weleda
01.2013 - 03.2020
Sales Director Natural
Method/Ecover
09.2011 - 09.2013
Eastern Sales Manager
Giovanni Cosmetics
05.2011 - 07.2012
Strategic Regional Acct Manager - Drug Channel
Toms of Maine
01.2007 - 09.2009
Senior Grassroots Team Leader
01.2003 - 01.2007
Territory Development Leader
01.2001 - 01.2003
Customer Support Coordinator
01.1998 - 01.2001
Director of Retail Programs
01.1987 - 01.1998
BA - Media Studies and Communication
University of Southern Maine
Business Leadership -
Saltwater Institute
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