EDGAR T. CORONEL
Sales Professional
Sacramento
Summary
Results-driven Sales Manager experienced in building customer relationships and driving sales. Achieved high customer satisfaction and sales goals through effective communication and product knowledge. Focused on enhancing customer experiences and fostering team collaboration to adapt to evolving retail environments.
Overview
30
30
years of professional experience
Work History
Retail Sales Representative - Large Format
Frito-Lay
San Jose, CA
11.2024 - Current
- Stocked and rotated Frito-Lay products on shelves and displays, ensuring cleanliness, organization, and full stock levels while removing expired items to maintain product freshness.
- Conducted regular visits to assigned retail stores to complete tasks efficiently. Visit assigned retail stores on a regular schedule. Work independently to complete tasks efficiently in each store. Communicate with store managers or employees during visits.
- Created and arranged promotional displays and signage to attract customer attention. Build and maintain promotional displays and signage. Use point-of-sale materials to enhance product visibility. Replenished promotional displays regularly.
- Customer and Retailer Interaction. Provide friendly and professional service to store employees and managers. Respond to questions or concerns regarding Frito-Lay products or placements.
- Inventory Management. Track inventory levels and communicate restocking needs. Use handheld devices or apps to report inventory or delivery issues. Ensure accurate record-keeping for product counts and merchandising.
- Regularly lifted and moved products weighing up to 40 lbs as part of daily tasks. Lift and move products up to 40 lbs. regularly. Stand, walk, bend, and reach throughout the workday. Work early mornings, weekends, or holidays depending on the route and schedule.
- Adhered to safety protocols and guidelines established by the company and store. Follow company and store safety protocols. Adhere to all Frito-Lay policies and procedures.
- Provided exceptional customer service to enhance the shopping experience and foster brand loyalty.
- Assisted in inventory management, ensuring products were stocked and displayed effectively.
Distributor Management Executive
Wyeth Philippines Inc.
07.2005 - 02.2022
- Oversee Distributor Partners' compliance to the Wyeth Distributor Management Standards, Distribution Agreement and adherence to Government Rules and Regulations
- Drove Sales & Finance pillars and rolled out strategies to enhance Unique Buying Accounts performance.
- Crafting relevant Distributor incentive schemes to drive business needs.
- Responsible for establishing strategies or standards in addressing gaps and opportunities on Sell-In and Sell-Out
- Developed strategies to enhance team collaboration and engagement., Structure, Infrastructure & execution progress
Key Accounts Supervisor
Del Monte Philippines, Inc
09.2004 - 07.2005
- To consistently meet the sales unit's monthly, quarterly and annual volume objectives thru effective implementation sales processes, account strategies and trade programs
- Achieved distribution and merchandising objectives by executing processes and programs that optimized product availability and exposure in accounts
- Executed company's credit terms across assigned accounts, achieving targets on Day Sales Outstanding (DSO)
- Managed trade BO returns within acceptable levels through consistent implementation of BO policy across all accounts
Key Account Manager
Nestle Philippines, Inc.
07.1996 - 07.2003
- Achieved monthly and yearly account/category objectives, driving revenue growth.
- Achieved monthly and yearly objective of Account / Category
- Developed business strategies and drove branch store sales performance to meet set volume objectives.
- Conceptualized and implemented promotional activities/events, resulting in targeted growth for each brand/category.
- Effectively manage third party service provider and monitor its performance via merchandising criteria and submission of reports
- Developed key account strategies to enhance client relationships and drive revenue growth.
- Collaborated with cross-functional teams to deliver tailored solutions for high-value clients.
- Analyzed market trends to identify opportunities for account expansion and increased engagement.
Education
Bachelor of Science in Business Administration - Accountancy
Angeles University Foundation
Angeles City, Philippines01-1991
Skills
- Retail Strategy
- Account Management
- Claims management
- Merchandising Coordination
- Efficiency optimization
- Merchandising strategies
- Distribution Management
- Dispute resolution
- Sales Transactions
Timeline
Retail Sales Representative - Large Format
Frito-Lay
11.2024 - Current
Distributor Management Executive
Wyeth Philippines Inc.
07.2005 - 02.2022
Key Accounts Supervisor
Del Monte Philippines, Inc
09.2004 - 07.2005
Key Account Manager
Nestle Philippines, Inc.
07.1996 - 07.2003
Bachelor of Science in Business Administration - Accountancy
Angeles University Foundation
• 2021 Steered the 1st virtual DCAT for North Luzon and Mindanao. • 2021 Able to Standardize DMS Com
· 2021 Steered the 1st virtual DCAT for North Luzon and Mindanao.
· 2021 Able to Standardize DMS Compliance Reports: MWP Compliance, Call Productivity & Stock Take accuracy.
· 2020 Successfully headed the National Distributors Capability Assessment Tool (DCAT).
· 2019 Led the successful 2019 SD Summit held at Grand Hyatt Hotel, Manila last February 12, 2019.
· 2018 Q1 PERFORMANCE: ACHIEVED 101% vs PLAN 103% vs DF 36% GROWTH
· 2018 HIGHEST SOS @ 49% BASED ON MARCH OFFICIAL REPORT.
· 2018 HIGHEST ACHIEVEMENT IN ON-SHELF AVAILABILITY (OSA) @ 89.5% BASED ON MARCH READING.
· 2018 LOWEST OUT OF STOCKS (OOS) @ 6.4% ON MARCH REPORT.
· 2018 more than 3 years of 100% Distribution of Mainstream @ Supermarket Channel in both measures Numeric & Weighted.
· 2018 Development of Route to Market Strategy. Able to successfully cascade nationwide The Wyeth in the Region and SD Operations Meeting Templates. Focusing on the following KPI's: Sell-Out, Must Haves (SMT, DS & GRO), UBA, Call Productivity, OTDL & Case Fill Rate.
· 2017 BEST REGION (NCL) DURING 2017 PRESIDENT’S LEADERSHIP AWARDS
· 2017 HIGHEST GROWT IN MARKET SHARE VS CATEGORY YIELDING 5% GROWTH.
· 2017 HIGHEST AVERAGE IN SUPERMARKET RANGE FOR TWO CONSECUTIVE QUARTERS.
· 2017 HIGHEST SOS @ 48% TIE WITH SOUTH LUZON.
· 2017 SD SCORECARD CHAMPION- CHEERS TRADEMART