DEENA HERNANDEZ
Ramona,CA
Summary
Twenty-Seven years of retail grocery, merchandising, food service and bakery experience brings a hardworking and driven sales management professional equipped to revitalize sales operations and align procedures to maximize profits and client acquisition. Successful at improving sales procedures to streamline and strengthen processes. Multifaceted leader with analytical and diligent approach to building and leading strong teams.
Overview
29
29
years of professional experience
Work History
Director of National Sales
TEC Services
08.2022 - Current
- Custom Janitorial Sanitation Programs – Worked with Facility Maintenance Teams, General Managers, Procurement, and Executive teams
- Target Accounts – National Distribution/Manufacturing Centers – Responsible for 125 National Accounts
- Salesforce CRM – Daily Sales, Account Management, and Marketing Processes
- Met with customers to give sales presentations, negotiate contracts and promote services.
- Attended events, training seminars and manufacturer product showcases.
Sales Manager
Premier Sales Solutions
09.2021 - 08.2022
- Independent agent working with food manufactures, managing, expanding sales and marketing product lines
- Coached employees in successful selling methods and encouraged cross-selling to drive revenue.
- Grew sales and boosted profits, applying proactive management strategies and enhancing sales training.
- Identified opportunities for growth within Southern California territory and collaborated with sales teams to reach sales goal.
- Teamed up with Manufactures/Distributors selling over 40 different lines – Bakery/Service Deli
- Grew market penetration and sales figures by leveraging supplier relationships and personally overseeing negotiations resulting 20% revenue increase.
Director of Operations
Little Cakes Kitchen
01.2021 - 08.2022
- Created Sales/Budget/Forecasts/Projections – Oversaw Three retail store formats, and one store front
- Distribution – Wholesale Management
- Recruitment/Interviewing/Hiring Process
- Merchandising/Schematics/Category Management/Buying
- Planned marketing initiatives and leveraged referral networks to promote business development.
- Networked among local business and community organizations to develop leads and generate business.
- Improved bottom-line profitability by growing customer base and capitalizing on upsell opportunities.
Supervisor/Category Manager/Buyer Specialist
Gelson's Markets
09.2018 - 04.2021
- Daily regional travel, attend weekly manufacture/vendor meetings, consistent support for both kitchen and bakery teams
- Team collaboration with operations/store management
- Oversaw 9 kitchens and 7 bakeries – Territory from Long Beach to San Diego, and Rancho Mirage – Approximately 275 employees
- Updated new bakery program – New Items – Training – Rework cost analyst, setting new margin expectations
- Work directly with Executive Corporate Chef – Staying up with new trends
- Created Associate Development Program – Partnered with Hiring/Recruiting – Conducted/Interviewed new and upcoming talent
- Identified and reported key performance indicators to define successful category management.
- Maintained compliance with company policies, objectives, and communication goals
Account Executive/Fresh Sales Consultant
Unified Grocers/SuperValue
01.2016 - 01.2018
- Sales driven, called on corporate headquarter buyers, and retail store owners
- Territory planning, collaboration with vendor community, exhibiting continuous communication and follow up between customers and sales team
- Utilize marketing and advertising expertise, encourage customers growth and attribute to their successes
- Manage approximately 100 accounts, working with company directors, category buyers, and store management
- Promoted teamwork and culture of mutual accomplishment with new sales team members
- Developed new business relationships and maintained existing through regular communications and effective account management.
Store Director
Haggen Food & Pharmacy
08.2015 - 12.2015
- Communicated, directed, and motivated employees to strive for optimal sales through in-store conditions and provide customers with remarkable experience, creating customer retention
- Analyze, categorize, and dissect sales information to obtain daily, weekly, and quarterly sales projections
- Collaborated with vendors to build customer satisfaction by maintaining proper on-hand inventory and merchandising execution
- Daily coaching, training, and mentoring in-store employees, boosting and utilizing company time to meet and exceed expectations
Operations Specialist
Haggen Food & Pharmacy
01.2015 - 12.2015
- Connected with District Managers, Store Directors, and Deli/Food Service Managers to set expectations and devise plans to capitalize on sales and create excitement
- Key component to the historical conversions and openings of 100 stores in 100 days within California, Arizona, and Nevada
- Managed 34 Deli/Food Service departments which contributed to 9% of total store sales within California, Arizona, and Nevada
- Lead a new team every 2 days for a 3-month period, training employees, introducing new product procedures, set new schematics, initiated Haggen programs, and provided basic computer support
- Developed master inventory lists with vendors to receive supplies, specialty, new, and requested items
Retail Sales Manager
Vons Grocery Store
08.1994 - 01.2015
- Service Deli/Food Service Merchandiser-2011-2015
- Bakery Merchandiser - 2010
- Inventory Control Clerk - 2008-2010
- Assistant Store Manager - 2006-2008
- Retail Sales Manager - 2005-2006
- Service Deli Manager - 2001-2005
Education
Business Merchandising Technology Certificate - Fashion Merchandising
Fashion Careers College
San Diego, CA08.2010
Skills
- Customer Service and Retention
- Account and Territory Management
- Bakery/Commodities Buyer
- Procurement Negotiations
- Product Knowledge
- Recruitment/Hiring/Training
- Budgeting and P&L
- Merchandising/Schematics
- Critical Thinking
- Direct Sales
- National Account Management
- Time Management
Additional Information
- IDDBA - International Dairy Deli Bakery Association 2017- Present
- Scripps Ranch High School - Football Boosters Club President 2017-2020
Timeline
Director of National Sales
TEC Services
08.2022 - Current
Sales Manager
Premier Sales Solutions
09.2021 - 08.2022
Director of Operations
Little Cakes Kitchen
01.2021 - 08.2022
Supervisor/Category Manager/Buyer Specialist
Gelson's Markets
09.2018 - 04.2021
Account Executive/Fresh Sales Consultant
Unified Grocers/SuperValue
01.2016 - 01.2018
Store Director
Haggen Food & Pharmacy
08.2015 - 12.2015
Operations Specialist
Haggen Food & Pharmacy
01.2015 - 12.2015
Retail Sales Manager
Vons Grocery Store
08.1994 - 01.2015
Business Merchandising Technology Certificate - Fashion Merchandising
Fashion Careers College
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