David R. Hall
North Salt Lake,UT
Summary
Strategic and performance-focused executive with expertise in consumer, retail, and foodservice industries. Combining marketing, merchandising, sales, and manufacturing knowledge, I have a proven track record of driving breakthrough innovation to grow established businesses and create new product categories. As a creative general manager, I am a risk-taker and problem solver who champions new ideas with a strict focus on driving bottom-line results. Through exceptional leadership, I have built a culture of enthusiasm and excellence among my team.
With P&L experience managing businesses up to $10B in revenue, I consistently deliver sales growth and profitability. My innovation-driven approach has led to successful category-expanding new product launches totaling $450 million in just one year.
Notable achievements include creating and launching a $2B private brand, transforming an international convenience store foodservice business, and transitioning a commodity company into a branded global enterprise. Recognized as a leader in the industry, I have earned 'New Product & Innovator of the Year' awards at four different companies and the prestigious 'DMM of the Year' at Walmart, the highest honor awarded to an Executive Merchant in the US.
Overview
33
33
years of professional experience
Work History
Vice President Global Foodservice
Alimentation Couche-Tard (Circle K)
01.2019 - Current
- Company Overview: Second largest global convenience and fuel retail company with annual revenue over $69 billion, operating over 16,000 stores across 30 countries world-wide
- Currently leading the global foodservice (and restaurant) business including strategic planning, financial performance, assortment selection, innovation, procurement, pricing, operational strategy & development
- The company had previously launched various foodservice programs over the past 10 years, but without success
- Led the strategy, development, and implementation of a new foodservice program for the company that has transformed the foodservice business, driving food sales +41% over the last 2 years alone
- Earned the “Foodservice Innovator of the Year” award from Convenience Store News for the successful development and launch of “Fresh Food Fast,” the company’s new global foodservice concept
- Created the “Fresh Food Fast” concept using a simplified operational and production model, as well as a new to market equipment package that allows for easy store level execution, quality product delivery and extended shelf life
- The concept’s “Net Promoter Score” increased from 44% to 84%, the highest ever recorded for the company’s foodservice business
- Incorporated learnings across the global network of 16,000 stores, driving worldwide Foodservice sales & profit growth
- Winning in Food is now one of the company’s core strategic pillars and a key priority to drive store traffic (as noted in the Annual Report and inventor conferences)
- Earned the “Dispensed Beverage Innovator of the Year” award for the exclusive launch of Mountain Dew Purple Thunder soft drink across the North American business & “Innovator of the Year Award for Best Use of Technology” for global implementation of a new Digital Food Safety system
- Second largest global convenience and fuel retail company with annual revenue over $69 billion, operating over 16,000 stores across 30 countries world-wide
Chief Commercial Officer
Greencore USA
01.2018 - 12.2018
- Company Overview: Domestic operating group of Greencore Group PLC, a $3B international manufacturer of convenience foods
- Led the commercial business including, sales, marketing, customer strategy, customer relationships and sales performance for company prior to its sale to Hearthside Food Solutions
- Drove sales growth of 4%, or +$50M vs
- PY
- Accelerated performance on the CPG businesses; created and implemented plans to accelerate the fresh retail and foodservice businesses
- Optimized portfolio performance by accelerating growth on high performing businesses, rationalizing non-strategic, underperforming product lines, and refining pricing as needed to offset rising labor costs, and improve profitability
- Product lines included sandwiches, salads, ready meals, on-line meal kits, refrigerated snack trays, frozen meals, and a variety of shelf stable food products
- Initiated strategic relationships with CPG, retail, and foodservice customers, to build an innovation pipeline, optimize end-to-end supply chain efficiency and launch new growth platforms
- Managed commercial relationships during the closure of a Greencore plant
- Transitioned customers to other plants in the network or exited customers as needed to optimize P&L performance
- Domestic operating group of Greencore Group PLC, a $3B international manufacturer of convenience foods
Vice President, Divisional Merchandising Manager, Commercial Bakery & Deli
Walmart Stores Inc.
01.2015 - 12.2017
- Company Overview: World’s largest company, retailer, and grocer with $482 billion in sales
- Managed P&L for the ~$10 billion portfolio, leading a 50-person cross-functional team across 4,600 stores and 900 suppliers
- Responsible for financial performance, strategic planning, supplier performance, innovation, product selection, procurement, pricing, replenishment, private brands, and store presentation
- World’s largest company, retailer, and grocer with $482 billion in sales
Vice President, Divisional Merchandising Manager, Service & Commercial Deli
Walmart Stores Inc.
01.2008 - 12.2015
- Company Overview: World’s largest company, retailer, and grocer with $482 billion in sales
- Managed P&L for the ~$9 billion portfolio
- Consistently outperformed the market, growing sales, and profit 61% (6.8% per year), creating and launching a strategic growth portfolio, and achieving a market share of 28% for Commercial Deli and 24% for Commercial Bakery
- Transformed Service Deli to profitability and grew sales $1.6 billion through new product innovation, improving the customer experience, optimizing operational tasks and routines, and creating production planning tools
- Developed and launched Marketside, the fresh, premium private brand at Walmart, and led expansion of the brand across Deli, Bakery, Produce, and Meat, generating over $2 billion in annual sales
- Created a culture of innovation and developed supplier relationships to identify emerging consumer trends, break traditional paradigms, and launch new product categories, adding $450 million in one year alone
- Improved On Shelf Customer Availability (OSCA) score from 91% to 97%, the highest rate at Walmart, through supply-chain improvements, supplier partnerships, and creation of tools to improve visibility
- Achieved Best-In-Company associate engagement scores of 100% for four straight years, exceeded expectations on leadership competencies, and built highly productive teams
- Single recipient of the “DMM of the Year” award across the U.S
- Business in 2015 recognizing outstanding business performance, strategy, and team leadership
- World’s largest company, retailer, and grocer with $482 billion in sales
Vice President, Marketing, TCBY
Mrs. Fields Famous Brands, LLC
01.2004 - 12.2008
- Company Overview: Privately held franchising company, including Mrs
- Fields (franchising, licensing, and gifting) and TCBY
- Led the business and turnaround of TCBY dairy portfolio, consisting of approximately 800 stores worldwide
- Stabilized sales for existing franchisees following years of significant comp sales declines and generated 20% improvement in new store sales through a comprehensive repositioning of TCBY
- Refocused on core yogurt equity and reformulated products to improve taste and nutritional value
- Revitalized brand through new store design, consumer messaging and a franchisee re-engagement plan
- Launched Yovana Yogurt Café – a first of its kind concept to prepare yogurt fresh in store – winning “Best of 2005” award from QSR Magazine and generating sales growth of more than 70% in TCBY conversion stores
- Privately held franchising company, including Mrs
- Fields (franchising, licensing, and gifting) and TCBY
Senior Vice President, Sales & Marketing, Consumer Products
Farmland National Beef Packing Company, LLC
01.1998 - 12.2004
- Company Overview: $3.5 billion beef processor, now generating more than 50% of profits from value-added, branded products
- Led strategic planning, sales, and marketing activities through a 28-person cross-functional team
- Built portfolio strategy to transition company from a commodity to a branded, value-added business by expanding existing brands and creating new proprietary product lines that drove company sales and profit growth of 25% and 142%, respectively, over four years
- Led creation of new company image and implemented integrated marketing, advertising, and digital plans
- Earned “Best New Product of the Year” award in 2002 from a leading industry trade publication
- $3.5 billion beef processor, now generating more than 50% of profits from value-added, branded products
Senior Brand Manager, Kraft & Bulls-Eye BBQ Sauce Category
Kraft Foods Inc.
01.1992 - 12.1998
- Increased sales 15% for the $250 million brand
- Launched multiple new products and earned a “Golden Trumpet” public relations award for the Kraft BBQ Sauce Flavor Search, the largest promotion in brand history
Education
MBA - Business
Harvard Business School
Boston, MA06-1992
Bachelor of Science - Business Finance
Brigham Young University
Provo, UT04-1987
Skills
- Strategic planning
- Leadership team building
- Financial leadership
- Organizational leadership
- Revenue growth
- Profitability optimization
- Capital and resource management
- Operational excellence
- Business development
- Innovation and product development
- Brand management
- Integrity and ethics
Languages
Spanish
Professional Working
Interests
Avid skier, golfer and outdoors sports enthusiast Earned the Eagle Scout rank from the Boy Scouts of America Passionate food and culinary consumer
Timeline
Vice President Global Foodservice
Alimentation Couche-Tard (Circle K)
01.2019 - Current
Chief Commercial Officer
Greencore USA
01.2018 - 12.2018
Vice President, Divisional Merchandising Manager, Commercial Bakery & Deli
Walmart Stores Inc.
01.2015 - 12.2017
Vice President, Divisional Merchandising Manager, Service & Commercial Deli
Walmart Stores Inc.
01.2008 - 12.2015
Vice President, Marketing, TCBY
Mrs. Fields Famous Brands, LLC
01.2004 - 12.2008
Senior Vice President, Sales & Marketing, Consumer Products
Farmland National Beef Packing Company, LLC
01.1998 - 12.2004
Senior Brand Manager, Kraft & Bulls-Eye BBQ Sauce Category
Kraft Foods Inc.
01.1992 - 12.1998
MBA - Business
Harvard Business School
Bachelor of Science - Business Finance
Brigham Young University
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