DAVID H. HAYES
Leader
Dallas,Texas
Summary
SENIOR MARKETING, SALES AND C-LEVEL EXECUTIVE Consumer Packaged Goods...Franchising...P&L Responsibility C-Level Executive Business Development Turn-around Specialist Marketing Strategic Planning Brand/Channel Management International Broad Leadership & Communication Skills Extensive B2C - B2B Accomplishments PROFILE Extensive Marketing and Sales management experience from small to Fortune 100 organizations representing many of the leading brands and trademarks in the United States. Successful domestic and international introductions.... Performance driven from conceptualization through execution with strong history of delivering results. Diverse franchising, distributor, broker and 3rd party network experience. Broad executive management and personal development training in the U.S. and Europe. Procter &Gamble, Dr Pepper-Snapple Group, Coca-Cola Company, Frito-Lay….
Overview
37
37
years of professional experience
10
10
Certifications
Work History
President
Lincoln Snacks Co
Lincoln, NE
- Part of the Due Diligence team for initial and subsequent acquisitions by Willis Stein & Partners
- Initial acquisition was
- Lincoln Snacks followed by Jays Foods and others
- Generated $10,000,000 in EBITDA in 04 (record) facing major commodity price increases with increased volume and decreased trade promotion spend rates
- Major Accounts Walgreens, Wal-Mart, K-Mart, Target and Grocery
- Introduced Poppycock brand to 21 countries in less than 3 years, leading company with International EBITDA margins over 20%
- Increased total company volume 10% and profit 35%
- Costco International in 4 countries
- Led multi-department team moving all international business to ex works eliminating foreign exchange, duty and tariff complexity reducing company’s fiscal management tasks after UK test resulting in 50% volume and 45% profit increase
- Secured international distribution for Lincoln Snacks brands
- Licensed Krunchers (salty snack) in Europe
- Sold
- Private Label (Patriots Choice salty snacks) and Lincoln Snacks to all military accounts.
Frito-Lay
Plano, TX.
- Developed first successful Power of One promotion tie-in with Pepsi Bottlers in Alabama and N.W
- Florida
- Regained Potato Share leadership versus strong regional competitor
Sales Development manager
Coca-Cola USA
Atlanta, Ga.
- Securing optimal grocery and convenience promotional calendars in W
- TX and
- N.M
- Promoted to Senior District Manager position in Louisiana
- Achieved Nielsen share gains in both positions
- Procter & Gamble, Cincinnati Oh
- Achieved 12 of 13 Brand sales records
- Promoted and conducted campus recruiting, sales training and major account management
- Attended sales management, persuasive selling and communication skill training schools.
Owner
McHanlin LLC
06.2018 - Current
- Consulting firm
- Currently working with investment group that bought a CPG company
- Working with an NDA
- Provided strategic direction including the following:
- Marketing Plan with…
- Route to Market strategy
- FDA compliance
- Key retail contacts
- Packaging by sales channel plan
- Assortment by sales channel
Vice-President Sales/National Accounts
Great Point Brands
08.2017 - 04.2018
- Lead initiatives in Military, Drug, Convenience and Club channels
- Present new brand opportunities to respective buyers in appropriate channels
- Develop broker strategy and alignment to various channels
- Schedule implementation strategy that aligns with customer
- Sold multiple sku’s into regional Convenience chains
- Assigned broker and introduced multiple items in Military channels
- Recently added Sam’s and BJ’s to Coverage responsibility
CEO
McHanlin Group
01.2008 - 01.2017
- Marketing and Sales/Consulting company partnering with other agencies and enterprises primarily in CPG/Food and Beverage
- Research Options International, Senior Consultant currently assisting major CSR on confidential assignment to reorganize departments.
- B-52 Beverages Created and applied strategy securing energy drink launch in Club Channel (Sam’s Clubs), increased volume and profit over 500%
- Aligned with TerriG Agency to support Dr Pepper/Snapple initiative integrating marketing, customer marketing and sales strategy
- Pilot program was Foodservice and 3rd
- Party/vending channels targeting $15,000,000 incremental profit
- Researched and wrote innovative marketing and sales plan for Naked Brand strategy (PepsiCo) in the Grocery
- Channel to maximize results in the produce category generating double digit volume and profit gains versus declines
- Developed strategies for large/small Brands and Channels, integrating clients’ brand strengths with their customer/retailer needs.
President
BooKoo Beverages
Dallas, Texas
01.2007 - 01.2008
- Sales and Marketing: Brought in to revive failing energy Drink Company
- Strategic initiatives included:
- Repositioned brand with new package/marketing campaign including viral marketing, for a brand that was losing volume, profit and distribution
- Implemented new packaging for five core flavors eliminating 60% of existing SKU’s (stock keeping units)
- Reduced inventory costs 55%
- Other productivity measures included (gently) reducing total personnel costs over 20%
- Regained availability in top two distributors reversing plan to discontinue, preserving over 70% of company volume
- Applied brand positioning, consumer research, promotional marketing and innovative packaging for BooKoo
- Burner+, a sugar-free protein energy drink
- Conducted brand and corporate assessment including brand architecture in just two months (versus typical six to nine-month process).
EVP
Ubiquity Brands LLC
Chicago, IL.
01.2004 - 01.2007
VP
Dr Pepper/ Snapple Group
Plano, TX
01.1987 - 01.2003
- National Accounts Mass, Drug, Military Airlines/Transportation and Emerging Markets
- Started with company in field sales and received several promotions to positions managing franchise development, franchising, channel sales, advertising and brand management, channel management, customer marketing and media budgeting and buying
- The following highlight accomplishments:
- Led strategy for multi-channel sales team responsible for 82mm cases/$520 million revenue generating 135% increase over 5 years - Initiatives included P&L management, sales, training, and market penetration
- Implemented strategic sales programs to Mass Merchandisers, Clubs, Wal-Mart, Drug, Military and Airlines/Third
- Party
- Established relationships at the senior level with pivotal Club, Drug and Mass Merchandiser accounts representing over $250,000,000 in revenue
- Mentored and promoted nine professionals in five years (3 to Director and 4 to VP positions).
- Increased operating profit on IBC Root Beer and other Dr Pepper/7UP warehouse-delivered soft drinks case sales by increase (doubled sales to 4,000,000 cases)
- Teams secured initial Distribution for key Company brands at Wal-Mart, Target, Sam's, Costco, CVS, Rite Aid, and
- Walgreens
- Franchises and teams led company in media post buy analysis maximizing advertising and marketing budgets
- Expanded Sam’s Warehouse distribution from 94 clubs to 419 clubs generating over $1,000,000 incremental profit
- Reduced costs in Airline channel by $850,000 while increasing distribution and sales 10%
- Developed and designed infrastructure for National Accounts Department resulting from corporate acquisition.
Education
BA - Economics and History
University of Wisconsin, University of Chicago
Financial Management and Accounting for Non-Finance Executives, A - undefined
; Cadbury Schweppes Senior Management Finance Intellexis - undefined
Skills
Program oversight
undefinedCertification
World Class Selling Skills certified instructor; Acclivus Sales Training; P&G Sales Mgt. Training School;
Timeline
Owner
McHanlin LLC
06.2018 - Current
Vice-President Sales/National Accounts
Great Point Brands
08.2017 - 04.2018
CEO
McHanlin Group
01.2008 - 01.2017
President
BooKoo Beverages
01.2007 - 01.2008
EVP
Ubiquity Brands LLC
01.2004 - 01.2007
VP
Dr Pepper/ Snapple Group
01.1987 - 01.2003
President
Lincoln Snacks Co
Frito-Lay
Sales Development manager
Coca-Cola USA
BA - Economics and History
University of Wisconsin, University of Chicago
Financial Management and Accounting for Non-Finance Executives, A - undefined
; Cadbury Schweppes Senior Management Finance Intellexis - undefined
Similar Profiles
Timothy RenfertTimothy Renfert
Route Driver at Rick's Snacks LLCRoute Driver at Rick's Snacks LLC
James JonesJames Jones
Processor at Shearers SnacksProcessor at Shearers Snacks
Elisabeth BurdexElisabeth Burdex
HR & Office Coordinator at Seeds N Snacks LLCHR & Office Coordinator at Seeds N Snacks LLC
LIELA TAYLORLIELA TAYLOR
Assistant Nurse Manager at UT Southwestern UH Wound Care ClinicAssistant Nurse Manager at UT Southwestern UH Wound Care Clinic
Deanna RobertsonDeanna Robertson
Legal Assistant/ Retail Leasing Coordinator / Commercial Lease Administrator at Macerich (REIT Company)Legal Assistant/ Retail Leasing Coordinator / Commercial Lease Administrator at Macerich (REIT Company)