Heather Nikkel
College Station,Texas
Summary
Strategic Sales Leader with over 17 years of expertise in driving significant growth within the consumer-packaged goods sector. Known for innovative sales strategies and fostering strong customer relationships, resulting in substantial revenue increases and market expansion. Passionate about advancing “better for you” brands, and committed to delivering healthier choices for consumers, and skilled in optimizing sales processes for enhanced efficiency and customer satisfaction.
Overview
17
17
years of professional experience
Work History
VP of Retail
Americanna Wellness
04.2024 - 11.2025
- Created and executed Go-to-Market Strategy
- Managed all Spa and FDMC business operations
- Secured 5 new accounts including Walmart, Giant Eagle, Hy-Vee, Kroger, and KeHE.
- Developed and implemented broker strategy
- Formulated the Retail 2025 Budget Plan
VP of Sales
Kaged
01.2024 - 01.2025
- Collaborate closely with CEO on budgeting and strategic planning
- Manage all Customer Relationships including FDMC, Specialty, and ecommerce customers
- Reduced operational costs by 5%
- Work across departments with operations and finance teams on Sales and Operations Planning and Trade Processes
- Work with Marketing team for retail support and alignment
- Developed strong relationships with clients for long-term partnerships and increased customer satisfaction
- Provided regular updates to executive leadership on key performance metrics, offering insights into areas requiring attention or adjustment for continued growth
- Refined pricing strategies based on thorough analysis of historical data, competitor actions, perceived value proposition among target audiences
Senior Director FDMC
Kaged
01.2023 - 04.2024
- Established Broker Relationships and Broker Strategy
- Developed 3-year plan for FDM
- Worked with COO to develop FDM strategy
- Worked with cross functional teams to develop processes to launch seamlessly into FDM
- Worked with Supply Ops to develop forecasting procedures
- Worked with Commercial Director to ensure proper compliances are in place for retailer partners
- Expanded FDMC footprint within first year by more than +4500 doors
- Increased FDMC sales by more than 5500%
- Drove revenue growth through successful market expansion strategies, identifying untapped markets and capitalizing on emerging trends
Senior Director of Sales
Enviroscent
09.2022 - 01.2023
- Worked with CEO to improve selling story and differentiators on products
- Revamped Broker Strategy
- Improved forecasting process
- Created data share out meetings to help cross functional teams learn what is working and what's not
- Increased sales by 200%
- Led cross-functional teams to successfully launch new products, meeting deadlines and budgets
- Prioritized and allocated valuable resources to meet business targets
Director of Sales
Enviroscent
02.2019 - 09.2022
- Appointed new business lead in 2021
- Think Like An Owner Award 2021
- Worked closely with Supply Operations, Finance, and sales analyst for forecast accuracy
- Was lead between Sales and Brand on development for Auto and Air Care assortment
- Connected with prospects through trade shows, cold calling and local-area networking
- Launched new products successfully into market, coordinating marketing initiatives and comprehensive sales campaigns
Senior Account Manager FDMC
Nutrabolt
08.2018 - 01.2019
- Managed FDMC National and Key Accounts
- Managed and lead broker relationships and initiatives
- Managed efficiencies and maximize space constraints through strategic POS analysis
- Maintained promotional calendar in partnership with Marketing and Demand Planning to ensure proper inventory levels and in-store/social marketing support are available
- Reviewed and reported weekly on forecasting and shipping data with focus on early identification of opportunities and challenges
- Worked with Demand Planning team to develop working forecasts and accurately assist in managing inventory flow
- Worked with finance to analyze customer P&L's
- Managed over 35 million in annual sales
- Grew Key Accounts by 75% YTD
Account Manager FDMC
Nutrabolt
01.2017 - 08.2018
- Worked closely with Corporate Results Team representative to ensure replenishment, order fulfillment, and account support
- Managed efficiencies and maximize space constraints through strategic POS analysis
- Managed 10 million in annual sales
- Grew business by 685% in first year taking over accounts
- Top Producer Award 2018
Trade Planning Analyst
Sargento Foods
08.2015 - 01.2017
- Managed $94 Million in Trade for FDM Business
- Reported and analyzed account pricing strategies and execution
- Worked with Sales Managers to develop promotional and merchandising strategies
- Performed annual planning with Fields Sales/Broker Agency partners and Trade Team
- Supported development of annual budgets by providing detailed financial analysis and projections
Customer Retail Manager
Kraft Foods
01.2014 - 08.2015
- Managed 22 million in Hy-Vee business
- Sold in over 100 resets to drive distribution
- With resets acquired over 800 feet in space and gained over 2,000 facings/skus
- Directly managed Crossmark reps to help deliver growth in smaller accounts
- Used Nielsen AOD to identify areas of opportunities to gain distribution and increase sales
Sales Representative
Kraft Foods
03.2010 - 01.2014
- Grew territory over 60% after taking over from previous sales representative
- Sold in ads to local ad groups to drive volume
- Created merchandising schedule to become more efficient
- F&D Award for most displays 2014
Senior Sales Representative
Kraft Foods
05.2009 - 03.2010
- Managed warehouse and DSD business for Midwest territories
- Increased sales by 625% in sales territory
Education
BACHELOR OF ARTS - BUSINESS ADMINISTRATION: MARKETING MANAGEMENT
Oklahoma Christian University
Oklahoma City, OK05.2008
Skills
- Negotiation expertise
- Sales Team Leadership
- Sales strategy
- Business development and planning
- Sales Planning
- Revenue Growth
- CRM proficiency
- Sales process optimization
- Sales Training
- Sales Presentations
- Forecasting
Timeline
VP of Retail
Americanna Wellness
04.2024 - 11.2025
VP of Sales
Kaged
01.2024 - 01.2025
Senior Director FDMC
Kaged
01.2023 - 04.2024
Senior Director of Sales
Enviroscent
09.2022 - 01.2023
Director of Sales
Enviroscent
02.2019 - 09.2022
Senior Account Manager FDMC
Nutrabolt
08.2018 - 01.2019
Account Manager FDMC
Nutrabolt
01.2017 - 08.2018
Trade Planning Analyst
Sargento Foods
08.2015 - 01.2017
Customer Retail Manager
Kraft Foods
01.2014 - 08.2015
Sales Representative
Kraft Foods
03.2010 - 01.2014
Senior Sales Representative
Kraft Foods
05.2009 - 03.2010
BACHELOR OF ARTS - BUSINESS ADMINISTRATION: MARKETING MANAGEMENT
Oklahoma Christian University
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