Summary
Overview
Work History
Education
Skills
Websites
Timeline
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Ed Metzger

Baltimore,MD

Summary

Accomplished senior sales management and marketing professional with over 25 years of experience in national account management, consultative selling, market analysis, and product development in the branded and private label food industry. Proven track record of building strong customer relationships, ensuring P&L accountability, and retaining key accounts to boost revenue growth. Skilled in leading high-performing teams through effective coaching strategies to consistently meet or exceed company goals. Experienced in creating strategic sales plans, driving revenue growth, managing teams, fostering collaboration, and achieving results. Recognized for adaptability, reliability, negotiation skills, and client relationship management.

Overview

33
33
years of professional experience

Work History

Sr Sales Manager - National Accounts

Aspire Bakeries
11.2022 - Current
  • Increased overall sales revenue by implementing effective sales strategies and building strong client relationships.
  • Collaborated closely with marketing teams to develop targeted campaigns that drove significant increases in qualified leads and overall sales performance.
  • Mentored junior sales professionals in advanced selling techniques, resulting in accelerated career progression and enhanced contributions to overall team success.
  • Exceeded annual sales targets consistently by maintaining a proactive approach to lead generation and pipeline management.
  • Conducted comprehensive market research to identify emerging trends, opportunities for growth, and potential risks to inform business strategy.
  • Developed a high-performing sales team through targeted recruitment, comprehensive training, and ongoing mentorship.
  • Spearheaded efforts to penetrate new markets by conducting thorough competitor analyses and developing customized go-to-market strategies.
  • Led cross-functional teams to successfully launch new products, ensuring timely market entry and optimal positioning within competitive landscapes.
  • Handled customer relations issues, enabling quick resolution, and client satisfaction.
  • Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers.
  • Exceeded sales quotas and increased profitability through effective sales strategy and business planning.

Director of Sales & Marketing

Wiley Road Food
01.2021 - 10.2022
  • Developed the Sales and Go-to-Market Strategy for two new bakery brands that are planned to launch in Q2, 2022.
  • Lead all Marketing efforts to establish a new brand including overseeing website development and launch, Engaging with Social Media Influencers, created all media for tradeshows & customer interaction.
  • Established a selling plan that considered current capabilities and production limitations yet provided for maximum customer and consumer exposure.
  • Interviewed and hired a broker network to help support the selling and customer specific initiatives for targeted outlets.
  • Successfully negotiated a total of nine sku placements into GIANT Food Co’s (PA) bakery program, thus marking the brands first retail listings, 4 weeks ahead of plan.
  • Supervising all aspects of the new item set-up process with C&S

Sr. Director of Business Development

Bakkavor USA
01.2018 - 01.2020
  • Recruited to lead and develop the sales efforts for BREADLEI - a new artisan bread start-up division of Bakkavor USA
  • Pioneered new retail brand resulting if first year sales of $11M with retailer acceptance and placement at 1,000+ stores.
  • Developed the brand and product foundation including packaging design, brand messaging, consumer & customer targets and pricing strategy.
  • Led all client-facing headquarter meetings (Publix, Ahold, HEB, Giant Eagle, Costco, Wegmans, and more) and managed all broker relationships.
  • In addition to BREADLEI Responsibilities, led sales efforts for pioneering new protein-based meals, at Wegmans, while also managing Ready to Cook and Ready to Eat Meal solutions (Meals, Sides, Soups) at Harris Teeter, thus improving profitability and sales results for both the customer and the company.

Director of Sales

ACE Bakery/Weston Foods
01.2015 - 01.2018
  • Led and oversaw all aspects of the selling process for ACE’s Business in the US.
  • Coached and led a team of four US based employees including two Business Development Managers with Key Account responsibility, and two Brand Development Managers, charged with marketing and consumer engagement responsibility to support a demand creation go to market business model.
  • Active member of the ACE Leadership Team. The A.L.T. was a cross-functional group of Director Level Business Leaders who were empowered by the Senior Leadership Team to facilitate growth and improve the overall business.
  • Directly responsible for securing and onboarding ACE’s single largest US Retail customer. New products and categories that were developed specifically for the customer will resulted in $16MM sales in the first year.

Vice President Sales/Marketing

iBakeFoods
01.2010 - 01.2015
  • Instrumental in the development of the wholesale cookie bakery writing the business plan, overseeing early plant set-up and product development. Lead all Sales and Marketing efforts for the business that is currently achieving sales over $10 million annually.
  • Supervise and actively participate in the product development of all products produced at the bakery, including items that are co-packed for other businesses.
  • Lead and supervised the implantation of the GFSI certification under the British Retail Consortiums Global Standard. Plant achieved an “A” grade during the BRC Audit review.
  • Helped recruit and secure members of the managerial team including the Plant Manager, QA Manager and Director of Sales.
  • Directly managed companies’ sales for several key local and national accounts.
  • Developed and monitor the Marketing and Profitability Strategy for all products sold including, Acceptable Margins, Promotion Allowances and Discounts.
  • Developed and continually monitored the KPI’s for Operations, and Quality Assurance.

Director of Sales – ISB

Ralcorp Frozen Bakery
01.2006 - 01.2010
  • Increased sales to the Regional & Distribution accounts (Nationally) by $7.5 million over the prior year. 11% increase exceeded plan by 500 basis points.
  • Reporting to the Divisional President, responsible for managing $125 million in sales of cookies, artisan breads, and griddle products to the In-Store Bakery channels.
  • Recruited, trained and managed a four-member sales team that cover all the Regional and Distribution accounts across the US and Canada.
  • Developed period, quarterly and annual sales plans for all accounts managed by sales team. Plans are consistent with company’s stretch targets for sales and margin.

Director of Sales – Mid Atlantic

Maple Leaf / Canada Bread
01.2003 - 01.2006
  • Total Sales for managed accounts in Mid-Atlantic and Northeast exceeded $17 million.
  • Direct company contact for Ahold USA’s Procurement and Operating companies.
  • Successfully re-negotiated long-term contracts and closed on new business increasing the account’s margins by 14%.
  • Led cross-functional team to help identify savings opportunities within the manufacturing and distribution processes. Team successfully identified and implemented 3 programs for our logistics and production groups resulting in a $250,000 savings for the company
  • Actively participated on several 6-Sigma teams. Achieved Green belt status.
  • Selected to attend and participated in Maple Leaf Foods/Ivey Business School’s Leadership Academy Program. Program focus was on the learning and development process of business strategy, financial leadership, and creating high performance organizations. Only top 1% of organization is invited to attend.

Sales Manager

H.C. Brill Company
01.1992 - 01.2003
  • Generated a 15% increase in top line revenues through a combination of new clients and expansion of existing client demand.
  • Responsible for sales and client relationships for key national and regional retail and foodservice accounts throughout the Mid-Atlantic States, Ontario and Eastern Provinces of Canada.
  • Hired, developed and managed the activities of technical sales/service representatives.
  • Developed and managed reliable forecasting models for new and existing business in order to create accurate production timetables. Forecasting models had an error rate of less than 5%.

Education

B.S. Management -

The University of Alabama, Culverhouse College of

Skills

  • Strategic business development
  • Sales forecasting and strategy
  • Customer-focused solution development
  • Project coordination
  • Leadership and mentoring
  • Workforce performance optimization
  • Customer relationship management
  • Cost-benefit evaluation
  • Budget and financial forecasting
  • Market demand prediction
  • Market analysis expertise
  • International awareness
  • Collaborative leadership
  • Brand strategy development
  • Business growth and retention
  • CRM software

Timeline

Sr Sales Manager - National Accounts

Aspire Bakeries
11.2022 - Current

Director of Sales & Marketing

Wiley Road Food
01.2021 - 10.2022

Sr. Director of Business Development

Bakkavor USA
01.2018 - 01.2020

Director of Sales

ACE Bakery/Weston Foods
01.2015 - 01.2018

Vice President Sales/Marketing

iBakeFoods
01.2010 - 01.2015

Director of Sales – ISB

Ralcorp Frozen Bakery
01.2006 - 01.2010

Director of Sales – Mid Atlantic

Maple Leaf / Canada Bread
01.2003 - 01.2006

Sales Manager

H.C. Brill Company
01.1992 - 01.2003

B.S. Management -

The University of Alabama, Culverhouse College of

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