Summary
Work History
Education
Skills
Professional Development
Timeline
Generic
Debra Lentz

Debra Lentz

Orlando,Florida

Summary

An enthusiastic CPG industry sales and business development professional who drives results by building strong relationships with brokers, distributors, and retail customers. An expert at in-depth and focused data analysis which uncovers business, market, and competitive insights and opportunities. Able to develop and execute innovative programming that takes advantage of the data-driven insights. A hard working, dependable, and pro-active business partner who understands that truly sustainable business models require Win-Win-Win results for suppliers, distributors, and retailers. Successful at building and managing route-to-market business strategies that achieve the goals and objectives of both suppliers and retailers. A driven collaborator who manages with honesty and integrity, delegates effectively, and motivates colleagues to achieve great things.

Work History

Fractional Leadership - Business Development

Independent Contractor - Self Employed
Orlando, FL
06.2019 - Current
  • Leveraging over 20 years of expertise in marketing, operations, and finance.
  • Provide strategic vision, hands-on execution, and cross-functional collaboration.
  • As a trusted advisor, I’ve guided companies through critical transitions, optimized processes, and accelerated growth—all while maintaining cost efficiency.
  • Demonstrated leadership skills in managing projects from concept to completion.
  • Proven ability to learn quickly and adapt to new situations.
  • Self-motivated, with a strong sense of personal responsibility.

Fractional Business Development Manager

Miami Souvenirs
08.2022 - Current
  • Directed the onboarding of ABC Liquor, a major Florida retail chain.
  • Activities include collaborating with Operations to ensure fulfillment efficiencies, resolving issues, and account specific SKU customization and merchandising program.
  • Reached out to potential customers via telephone, email, and in-person inquiries.
  • Established relationships with key decision-makers within customer's organization to promote growth and retention.
  • Performed client research and identified opportunities for account growth, account penetration and market expansion.
  • Collaborated with upper management to implement continuous improvements and exceed team goals.

Director – Sales & Marketing

RUSSELL’S BROMELIADS, INC.
Clermont, FL
10.2023 - 07.2024
  • Managed sales and marketing teams, analyzed market trends, and ensured alignment between sales efforts and overall business goals.
  • Built traditional, digital, and social marketing; reinvented B2B/B2C customer journey; launched trade shows; and onboarded Ace Hardware account with 5,200+ potential points of sale.
  • Improved website visibility through development and implementation of SEO strategies.
  • Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
  • Captured new customers by optimizing business strategies and launching products to diversify offerings.
  • Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.

National Sales Account Manager

DMD IMPORTERS
Cocoa, FL
12.2022 - 10.2023
  • Launched US sales, marketing, and distribution presence on behalf of Australian design house and international exporter of home décor, consumer products, and accessories.
  • Directed go-to-market entry strategy, cultivation, and growth of B2B relationships with buyers and other C-level decision makers, and service delivery.
  • Quickly achieved critical market footprint, negotiating with major big-box retailer Ross to secure chainwide distribution with $10M+ annual sales potential.
  • Managed lead generation, consultative selling, contract negotiation, and onboarding.

Fractional Business Development Manager

PCF Souvenirs
Cocoa, FL
09.2021 - 08.2022
  • Repaired fractured relationships and improved existing service levels in assigned chains and independent accounts within the Florida territory covering Mass Merchant, Grocery, and Drug channels.
  • Principle tactics focused on expanding distribution, shelf space, display activity, cross-merchandising, and call frequencies.
  • Developed cross-merchandising and vendor managed space solutions which optimized product mix, rationalized SKU assortments.
  • Created and implemented new product and packaging designs to satisfy accounts’ objectives and regional trends.
  • Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
  • Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.

Fractional Business Development Manager

Beach Hut Souvenirs
, FL
01.2021 - 09.2021
  • Negotiated and closed long-term agreements with new clients in assigned territory.
  • Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
  • Generated new business with marketing initiatives and strategic plans.
  • Established relationships with key decision-makers within customer's organization to promote growth and retention.
  • Collaborated with upper management to implement continuous improvements and exceed team goals.
  • Managed accounts to retain existing relationships and grow share of business.
  • Exceeded sales quotas and increased profitability through effective sales strategy and business planning.

Sales & Marketing Director

SPECTRA BABY USA
Davie, FL
01.2018 - 01.2019
  • Realigned account model from 2-tier to direct distribution, creating millions of dollars in savings in sales to Target and Amazon, building new hospital vertical, and elevating channel execution.
  • Identified incremental opportunities in sales agent agreements and enterprise contracts, leveraging findings to renegotiate terms.
  • Continually maintained and improved company's reputation and positive image in markets served.
  • Managed budget allocation and resource utilization to maximize marketing ROI.
  • Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
  • Improved website visibility through development and implementation of SEO strategies.
  • Led team of sales, operations and marketing professionals, offering mentoring and coaching to build knowledge and skills.
  • Mentored local personnel on best practices and protocols to maximize productivity.

Trade Development Manager- Inventory /Manager of Operations

SOUTHERN GLAZER’S WINE AND SPIRITS LLC
Miramar, FL
04.2013 - 08.2018
  • Appointed to newly created Trade Development role with nation’s largest wine and spirits distributor managing full spectrum of inventory management for $350M Florida division representing Diageo spirits, Moët Hennessy, and Nolet's wine and spirits.
  • Drove attainment of sales, margin, and operations goals via leadership in sales and operations planning (S&OP), liaising with executives and sales teams to influence go-to-market strategy, optimize inventory and demand plans, improve forecast accuracy, and enhance communication.
  • Created highly resilient S&OP roadmap that accelerated go-to-market execution for 1,500+ SKUs.
  • Liaised across internal and external partners to sharpen allocation, pioneer inventory automation processes, and extract labor cost.
  • Championed series of strategic initiatives.
  • Collaborated on JDA software deployment, piloted multi-pack program for Walmart, and championed rollout of forecast tools and new product registry.

Chain Account Executive – Publix

SOUTHERN GLAZER’S WINE AND SPIRITS LLC
Miramar, FL
11.2010 - 04.2013
  • Promoted to lead Publix account, nation’s sixth-largest grocer with 775 grocery and 235 liquor stores, driving P&L growth and building mindshare for represented brands.
  • Directed account relationship, retail brand strategy, trade marketing, planning, and communications.
  • Coordinated sales activities, managed promotions, negotiated vendor funding, and led business reviews.
  • Grew Publix net portfolio sales +30% with corresponding growth in profitability.
  • Achieved customer and sales organization consensus around business plans, targets, forecasts, and goals.
  • Architected, aligned, and implemented 360º promotional strategy strengthening all 3 distribution tiers.
  • Led collaboration between suppliers, SGWS, and customers on shared vision, shelf placement, analytics, and promotions.
  • Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers.

Chain Account Executive – Costco, Fresh Market, Whole Foods

SOUTHERN GLAZER’S WINE AND SPIRITS LLC
Miramar, FL
07.2006 - 11.2010
  • Managed B2B client relationships as resolute partner and account lead for Coastal Chain Division in Florida.
  • Directed account relationship, retail brand strategy, trade marketing, planning, and communications.
  • Coordinated sales activities, managed promotions, negotiated vendor funding, and led business reviews.
  • Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
  • Achieved sales goals and service targets by cultivating and securing new customer relationships.
  • Resolved problems with high-profile customers to maintain relationships and increase return customer base.
  • Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.

Education

Bachelor of Arts - Business Administration

University of New Hampshire

Skills

  • Building / Strengthening Business Relationships
  • Program Development and Execution
  • Key Account Management
  • Project Management
  • Clear Communications
  • Opportunity Identification
  • Solution Based Selling
  • Negotiating
  • Closing
  • Cross Functional Team Leadership
  • Budget Development and Management
  • Tactical Planning
  • Systems and Process Improvement
  • Team Leadership
  • Training
  • Goal Setting
  • New Product Introductions
  • Merchandising Strategies
  • Planogramming
  • Resource Allocation and Prioritization

Professional Development

  • Sandler Sales Methodology
  • Action Writing
  • Motivating & Delegating

Timeline

Director – Sales & Marketing

RUSSELL’S BROMELIADS, INC.
10.2023 - 07.2024

National Sales Account Manager

DMD IMPORTERS
12.2022 - 10.2023

Fractional Business Development Manager

Miami Souvenirs
08.2022 - Current

Fractional Business Development Manager

PCF Souvenirs
09.2021 - 08.2022

Fractional Business Development Manager

Beach Hut Souvenirs
01.2021 - 09.2021

Fractional Leadership - Business Development

Independent Contractor - Self Employed
06.2019 - Current

Sales & Marketing Director

SPECTRA BABY USA
01.2018 - 01.2019

Trade Development Manager- Inventory /Manager of Operations

SOUTHERN GLAZER’S WINE AND SPIRITS LLC
04.2013 - 08.2018

Chain Account Executive – Publix

SOUTHERN GLAZER’S WINE AND SPIRITS LLC
11.2010 - 04.2013

Chain Account Executive – Costco, Fresh Market, Whole Foods

SOUTHERN GLAZER’S WINE AND SPIRITS LLC
07.2006 - 11.2010

Bachelor of Arts - Business Administration

University of New Hampshire

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Debra Lentz