Summary
Overview
Work History
Education
Skills
Selected Customers
Timeline
Generic

Dominick Pernoca

Parkland,FL

Summary

Senior Sales Manager with many years of experience in the Consumer-Packaged Goods industry in the Conventional/Natural Channel. Totally experienced at building and developing strong teams and customer relationships that lead to increased sales and market share. I have an expertise in business development, relationship building, merchandising, program implementation, and supply chain management in highly competitive settings. Tenacious and driven by nature, utilizing strong strategic and tactical planning skills that generate results.

Overview

24
24
years of professional experience

Work History

Category Manager – East

UNFI
10.2021 - Current
  • Managed the following Conventional/Natural Categories for the East Region
  • Develop and execute annual CBPs that align with broader business strategies and objectives
  • Establish and monitor quarterly and annual sales and margin targets for assigned categories or subcategories
  • Utilize advanced data analytics tools, including Nielsen data, to assess market trends, identify growth opportunities, and refine category strategies
  • Design innovative programs and products to differentiate the category in the market
  • Work with my Vendor/Broker Community to plan out Programs and Promotions for Annual Planning
  • Negotiate Programs and execute these programs and promotions to maximize sales
  • +26% INCREASE ON THE PROGRAM FEE (FY26 vs FY25)
  • Responsible for annual sales and profit targets for assigned accounts and sales territory
  • FY23 Sales for my Categories: $89M (+15%) CMAP $ FY23 $15M (+20%)
  • Lead the N2C Program in the South Region
  • Total New Items FY24 182
  • Total N2C Sales over $18M (+18%)

Natural Category Manager – South

UNFI
12.2020 - 10.2021
  • Deliver a comprehensive strategic plan that provides a weighted advantage, filled with programs and promotions that allow our Retailers to compete and win in their marketplace while delivering overall sales and profitability for UNFI
  • Partnering with the SRM team to develop, refine, and implement the National programs that will create a solid base of promotions for our Retailers while protecting and growing the retain income portion of our P&L
  • Partnering with the Account Management and Sales team to discover and develop action plans and needs of our customer base; strategically creating initiatives and solutions that will drive top line sales and profits for UNFI while delivering value and maximize Vendor funds passed to our Retailers
  • Ultimately delivering synergies within the Category Management teams in both the Natural and Convention sides of our business, implementing the semester planning process for the Natural side, and creating a solution-based suite of programs and promotions across all channels of our customer base

Regional Manager - East

Blue Marble Brands (UNFI)
01.2015 - 11.2020
  • Manage sales for 18 Brands, a portfolio of more than 600 SKUs across Northeast/Mid-Atlantic Region effectively calling on conventional, natural, and foodservice classes
  • Plan and execute short/long term goals against my region complimenting and supporting companywide goals
  • Forecast profit and volume goals/budget on distributor and direct business
  • Utilized retail analytical data such as IRI, Nielsen's and SPINS for upcoming category review meetings
  • Manage a direct report, several brokers, review schedules, trade spend, expenses, spoils, budgets and trade shows
  • Achieved overall growth of 11% over budget in FY18
  • 2018 Recipient of the Circle of Excellence Award
  • Achieved overall growth of 4% over budget in FY20

Regional Manager - East

Castor & Pollux Natural Pet works
09.2009 - 01.2015
  • Managing Presence Sales & Marketing to assure the execution of Castor & Pollux brands in the identified markets
  • Provide leadership to the Wholesaler/Distributor and Broker Sales Team members to achieve performance targets
  • Execute performance targets linked to brand strategies by managing broker to goal performance, establishing and maintaining distribution network as needed to achieve company growth objectives
  • Utilized retail analytical data such as IRI, Nielsen's and SPINS for upcoming category review meetings
  • Managing brand budgets and forecasts for operational area
  • Territory: East Region
  • Direct Reports: VP of Sales & Marketing
  • Achieved a 23% growth in Sales in the Natural Channel in 2013
  • Achieved a 28% growth in 2012
  • Manage DECA Military Account through Broker Reese Group
  • Trained Presence Sales & Marketing Broker Reps in selling Castor & Pollux products features and benefits

Division Manager – East Coast

Natural Pet Nutrition (Pet Promise Brand)
01.2007 - 09.2009
  • Managing Natural Sales Specialty to assure the execution of Pet Promise brands in the identified markets
  • Provide leadership to the Wholesaler/Distributor and Broker Sales Team members to achieve performance targets
  • Execute performance targets linked to brand strategies by managing broker to goal performance, establishing and maintaining distribution network as needed to achieve company growth objectives
  • Utilized retail analytical data such as IRI, Nielsen's and SPINS for upcoming category review meetings
  • Managing brand budgets and forecasts for operational area
  • Territory: East Coast
  • Direct Reports: VP of Sales & Marketing
  • Achieved a 42% growth on Pet Promise Sales in the Natural Channel in 2007

Regional Manager – East

Mountain Valley Spring Company LLC
02.2006 - 01.2007
  • Responsible for the introduction, growth, and development of this premium spring water as well as private label associated brands
  • Established volume goals and package penetration in all market segments, assisted in the overall company forecast process, negotiate advertising schedules, and assume a senior sales manager role within the total sales structure
  • Provide leadership to the Wholesaler/Distributor and Broker Sales Team members to achieve performance targets
  • Responsible for achieving velocity and distribution goals by directly managing on account buyers and decision makers
  • Gained distribution in key market chains such as Whole Foods Market Northeast Region, North Atlantic Region and Mrs Greens Market
  • Established wholesale distribution in primary role natural wholesalers – Tree of Life and United Natural Foods

Eastern Regional Sales Manager

Trinity Springs Inc.
10.2003 - 01.2006
  • Managed broker network to assure the execution of company brands in the identified markets
  • Provide leadership to the Wholesaler/Distributor and Broker Sales Team members to achieve performance targets
  • Established and maintained distribution network as needed to achieve company growth objectives
  • Work with Senior Management to set goals and associated budgets
  • Grew the Trinity Springs business in the Northeast Region +32% in 2004 and +43% in 2005
  • Recruited secondary distributors including Neshaminy Valley, Jet Pure and Harmony Distributors to expand Trinity products in all other market accounts
  • Grew the UNFI East Region business with Trinity +25% in 2005

Northeast Regional Manager

Austin – Nichols & Co. Inc.
West Harrison, NY
03.2001 - 01.2002
  • Directly managed the execution of all promotional Sales/Marketing programs at distributor level within assigned territory
  • Ensured timely execution of agreed upon promotional activity, YTD sales volume
  • Coordinated and participated in market wide distribution activity with my distributors during all promotional periods
  • Maintained close relationships with the sales operation’s personnel at Distributor and Branch level
  • Established Stew Leonards account in Yonkers, NY in April 2001 to introduce Yoo-hoo 15.5 oz
  • Package
  • Managed key accounts such as: Pepsi – NY (5 Boroughs), Canada Dry of NY (Nassau/Suffolk County) and Cal Beverage (Westchester County) to increase brand Yoo-hoo distribution in the marketplace
  • Introduced Yoo-hoo Lite via Stew Leonard’s to Westchester County, NY
  • Secured business with Stony Brook University with Brand Yoo-hoo and Orangina

Education

Bachelor of Arts - Psychology

Herbert H. Lehman College
Bronx, NY

Skills

  • Business Development
  • Sales and Marketing
  • Profit and Loss
  • Category Management
  • Account Management
  • Relationship Building
  • Strategic and Tactical Planning
  • New Product Introduction
  • Market Development
  • Inventory Management
  • Analysis and Forecasting
  • Training
  • Budget Planning

Selected Customers

  • Whole Foods Market Regional – East
  • AHOLD (Stop n Shop)
  • Publix
  • Fresh Market
  • Earthfare
  • Giant of Carlisle
  • Wegmans
  • Giant Foods
  • UNFI
  • KEHE
  • Wakefern (Shoprite)
  • Price Chopper
  • DECA - Military
  • Tops Market
  • NCG
  • INFRA

Timeline

Category Manager – East

UNFI
10.2021 - Current

Natural Category Manager – South

UNFI
12.2020 - 10.2021

Regional Manager - East

Blue Marble Brands (UNFI)
01.2015 - 11.2020

Regional Manager - East

Castor & Pollux Natural Pet works
09.2009 - 01.2015

Division Manager – East Coast

Natural Pet Nutrition (Pet Promise Brand)
01.2007 - 09.2009

Regional Manager – East

Mountain Valley Spring Company LLC
02.2006 - 01.2007

Eastern Regional Sales Manager

Trinity Springs Inc.
10.2003 - 01.2006

Northeast Regional Manager

Austin – Nichols & Co. Inc.
03.2001 - 01.2002

Bachelor of Arts - Psychology

Herbert H. Lehman College

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Dominick Pernoca