Jason Sinner
Yucaipa,USA
Summary
Results-oriented sales professional skilled in navigating complex distribution networks and enhancing retail growth. Demonstrates strong capabilities in sales strategy development, trade spend management, and team leadership, focusing on measurable outcomes that drive market success and customer satisfaction.
Overview
42
42
years of professional experience
Work History
Director of Sales
Labrada Lean Body
04.2025 - Current
- Directed sales strategy, distributor execution, and retail growth across the Western U.S. while reporting to the VP of Retail Sales.
- Delivered +19.8% West depletion growth in my first year, adding 67,358 cases while strengthening execution across key Western markets.
- Led Western U.S. DSD network across California, Nevada, Colorado, Pacific Northwest, and Mountain markets to enhance distributor collaboration and retail performance.
- Drove execution planning for retail authorizations, resets, and expansion opportunities across grocery, convenience, natural, mass, and emerging channels to maximize market penetration.
- Partner with independent beverage distributors, AB wholesalers, and corporate AB teams to strengthen DSD execution, distributor accountability, and retail growth.
- Build distributor accountability around inventory, fill rates, speed to shelf, shelf conditions, in-store execution, and priority account follow-up.
- Focused field and distributor teams on measurable outcomes, enhancing new distribution, POD growth, depletions, velocity, and shelf-level execution.
- Navigate supply-constrained environments by balancing customer expectations, distributor needs, inventory realities, and business priorities.
Regional Manager West
Natalie’s Island Orchid Juice
01.2024 - 03.2024
- Managed regional and national accounts to ensure consistent service delivery.
- Cultivated relationships with foodservice retail team, regional partners, and distributors to strengthen collaboration.
- Analyze business/customers' sales to define priorities and focus for the team.
- Conducted quarterly business reviews to inform leadership on business performance, channel competition, and opportunities.
- Pricing & Promotion: Helps develop and implement engaging promotions and consumer activations; Creatively sells Natalie’s standards and price points in a way that resonates with the customer’s needs, ensuring that promotions are accompanied by POS.
- Distribution: Ensures all relevant Natalies SKUs are stocked at all distributions.
- Work with leadership to evaluate Return on investment with regards to all national/division/regional level programming and promotions.
- Establish necessary tools and business review templates to ensure Natalie’s personnel are reviewing similar data with local Distributor Partners to ensure consistency across the region.
- Thoroughly manage budgets to deliver annual plan Manage T&E spending to assigned budget.
Territory Manager
Natalie’s Island Orchid Juice
08.2023 - 01.2024
- Achieved sales goals and objectives established by Natalie’s and implemented strategies that effectively connected operational capabilities to opportunities.
- Managed relationships with brokers, distributors, and buyers across sales channels, including grocery, specialty, natural, independent retailers, e-commerce, and institutional, to drive gross sales and profit margins.
- Identified new market opportunities and initiated sales process through networking, scheduling appointments, making initial presentations, and establishing account requirements, following through to close sales and manage accounts.
- Developed and executed strategic sales and marketing plans on quarterly and annual basis.
- Directs and coordinates the activities and efforts of sales staff in support of established strategy.
- Continually evaluates the sales strategies and plans to meet changing market and competitive conditions.
- Manages sales and marketing activities including food shows, tabletops, roadshows, and on-site demos.
- Manages brokers and distributors for retail execution.
- Resolves key buyer complaints investigating concerns, developing solutions, and preparing reports on resolution.
- Developed and opened new accounts to enhance revenue for Natalie’s Orchid Island Juice.
Vice President of Sales
Ontdek CPG
03.2022 - 09.2023
- Developed strategic sales plans to drive market growth and increase revenue.
- Led cross-functional teams to enhance product offerings and customer engagement.
- Analyzed market trends to identify new business opportunities and customer needs.
- Fostered relationships with key clients to ensure long-term partnerships and loyalty.
- Implemented training programs for sales staff to improve skills and performance.
- Collaborated with marketing to create targeted campaigns for product launches.
- Monitored sales performance metrics to refine strategies and improve effectiveness.
- Presented quarterly business reviews to executive leadership for strategic alignment.
- Utilized CRM systems to track and manage customer accounts and contacts.
- Analyzed customer data to identify new sales opportunities.
- Participated in industry events and trade shows to promote company offerings.
- Monitored competitors' activities to stay ahead in the market.
- Built strong relationships with vendors and suppliers for sourcing goods at competitive prices.
- Developed and implemented sales plans to increase profits and market share.
- Developed innovative advertising, public relations, social media and events to advance brand marketing efforts.
- Overhauled internal operating budget consisting of sales and marketing expenditures, identifying wasteful spending.
- Negotiated contracts and proposed offerings to help sales staff close competitive deals.
- Managed, trained, and mentored a team of sales professionals.
- Aligned sales objectives with business initiatives using strategic development, forecasting and budgeting.
ONTDEK – National Account Manager
04.2021 - 02.2022
- Experienced in the Food & Beverage Industry calling on retailers in the Supermarket, Natural, Convenience Store, Wholesaler, Distributors, Club, Drug, Value, Foodservice, Military, and Bev/Alcohol Channels.
- Experience with Key Retailers, Branded Products, and Private Label.
- Managed key client relationships to enhance service delivery and satisfaction.
- Coordinated contract negotiations to secure favorable terms for clients and company.
- Developed strategic account plans to align client needs with company offerings.
Director of Sales
Drink Magic Bullet
05.2020 - 04.2021
- As Sales Director, I managed all sales nationwide. The focus has been in the West as the population and diversity are what Magic Bullet is targeting.
- Maintain sales volume by tracking changing trends, economic indicators, competitors and supply and demand.
- Supervised regional sales managers and field sales representatives.
- Sells products by implementing national sales plans.
- Plans, monitors, and appraises job results.
- Maintains professional and technical knowledge by attending educational workshops, reviewing professional publications, establishing personal networks, and participating in professional societies.
- Contributes to team effort by accomplishing related results.
- Achieved sales targets by implementing strategic initiatives.
- Demonstrated negotiation skills to close sales effectively.
- Tailored sales approaches to meet specific customer needs.
- Cultivated motivation for sales within the team through coaching.
- Conducted sales planning to outline strategies for achieving targets.
- Built strong relationships with clients to enhance customer loyalty.
- Provided coaching to team members to improve sales techniques.
- Managed processes to streamline operations and improve efficiency.
- Maintained market knowledge to inform strategic decision-making.
- Developed budgets to allocate resources effectively for sales initiatives.
- Managed staffing to ensure adequate coverage for sales operations.
- Adaptive.
- Advanced computer skills.
Regional Sales Manager
Big Red Beverage Group
07.2010 - 10.2018
- Direct contact point and liaison between Company and distributors and chain account buyers for geographical areas including Southern California, Central Coast, Nevada, Utah and Wyoming.
- Provided ongoing management to 11 distributors and branches including acquisition, programming and brand launch in all regions for brands Big Red, Xyience and Hydrive.
- Solicited, established and strengthened distributor network in other new market areas and areas with lapsed coverage.
- Facilitated chain account calls with state and regional accounts.
- Conducted distributor market visits, meetings and account surveys.
- Executed on all local, regional and national marketing programs.
- Conducted regular audits using tracking and forecasting tools to ensure growth each month.
District Manager
Dr Pepper Snapple 7up
06.2008 - 06.2010
- Responsible for daily management of 6 sales routes, which directly impacted growth of all 7up brands.
- Directly responsible for managing and increasing sales growth of these routes on all 7up brands.
- Introduced and launched all new items in portfolio and increased distribution and marketing of those items.
Marketing / District Manager
Hostess Cake / Wonder Bread
02.2000 - 02.2008
- Responsible for all marketing with Hostess Brands & Wonder Brands for all So Cal Regional Accounts.
- Directly responsible for managing and increasing sales growth of these routes on all brands.
- Introduced and launched all new items in portfolio and increased distribution and marketing of those items.
Store Director
Smith’s Food & Drug
07.1987 - 01.2000
- Responsible for all aspects of the grocery department including daily management of 50 to 70 employees.
- Performed daily operations including pricing, merchandising, ordering, receiving, working with vendors and fellow associates.
- Responsible for hiring, training, bookkeeping, and payroll.
- Maintained grocery sales growth, gross profit margin, and forecasted sales for each month on a day to day basis.
LA Wholesale Salesman
Giumarra Bros Fruit Co
03.1984 - 06.1987
- Responsible for floor sales in the melon & citrus department.
Regional Sales Manager
Labrada Lean Body
- Developed and guided sales plan to expand distribution throughout my region in the West Coast & Mountain West regions across conventional grocery and convenience channels, growing from $.25MM to $7.5MM in two years.
- Secured new business in Circle K with the Grand Canyon division (AZ, NV) and West division (CA, OR, WA).
- Managed and led all activity within QuikTrip AZ division, influencing and impacting national business growth with QuikTrip across all divisions.
- Managed a field sales team of 4 area sales managers and a regional brokerage team for the PacNW.
Skills
- Go-to-market (GTM) strategy
- Customer relationships
- Sales presentations
- Problem analysis & resolution
- Budget/P&L management
- Financial reporting
- Sales forecasting
- Team building, training & leadership
- Trade spend management
- Broker/distributor management
- DSD Sales
- Customer Marketing
- Promotion strategy & management
- Contract negotiation
- Pricing strategy
- Packaging development
- Trade shows
- Syndicated data & analysis (SPINS, IRI, Nielsen)
- Sales strategy
- Distributor management
- Inventory control
- Market analysis
- Promotions execution
- Customer relationship management
- Team leadership
- Budget management
- Negotiation techniques
- Data analysis
- Effective communication
- Problem resolution
- Strategic planning
- Performance tracking
- Coaching and mentoring
- Sales strategy development
- Sales team training
- Profitability optimization
- Marketing campaign analysis
- Client acquisition
- Pipeline development
- Cold calling
- Sales team motivation
- Channel development
- Sales process optimization
- Sales training
- Trade show representation
- Territory management
- Revenue growth
- Sales reporting
- Vendor management
- Sales coaching
- Deal closing
Key Relationships
Safeway, Albertsons, Stater Bros., Kroger, Save Mart, Lucky’s, FoodMaxx, Raley’s, Bashas, Food City, AJ’s, El Super, Cardenas, Vallarta, Superior Grocers, Associated Food, Ridley’s, Harmons, Bristol Farms, Gelson’s, Lowes Food/Food King, Rosauers, Jacksons Food Stores, Circle K, QuikTrip, Rocket, 7-Eleven/FOA Groups, G&M Oil, Chevron Extra Mile, Maverik, Southwest Convenience, Terrible Herbst/Rebel/Anabi Oil, Green Valley Grocery, Town Pump, Good 2 Go, Stinkers, Delek Oil Carioca, Loop Neighborhood, Pepsi, Keurig Dr Pepper, Hensley Beverage, Admiral Beverage, Blue Sky Distribution, Romer Beverage, Nevada Beverage, New West Distributing, John Lenore & Co., Straub Distributing, Columbia Distributing, NW Beverages, Maletis Beverage, Bill’s Distributing, Hayden Beverage, Zip Beverage, Gusto, Briggs Distributing, Summit Beverage, Cardinal Distributing, General Distributing, Golden Beverage, Bison Beverage, Western Distributing/Connect Beverage, New Age/Legacy Distribution
Timeline
Director of Sales
Labrada Lean Body
04.2025 - Current
Regional Manager West
Natalie’s Island Orchid Juice
01.2024 - 03.2024
Territory Manager
Natalie’s Island Orchid Juice
08.2023 - 01.2024
Vice President of Sales
Ontdek CPG
03.2022 - 09.2023
ONTDEK – National Account Manager
04.2021 - 02.2022
Director of Sales
Drink Magic Bullet
05.2020 - 04.2021
Regional Sales Manager
Big Red Beverage Group
07.2010 - 10.2018
District Manager
Dr Pepper Snapple 7up
06.2008 - 06.2010
Marketing / District Manager
Hostess Cake / Wonder Bread
02.2000 - 02.2008
Store Director
Smith’s Food & Drug
07.1987 - 01.2000
LA Wholesale Salesman
Giumarra Bros Fruit Co
03.1984 - 06.1987
Regional Sales Manager
Labrada Lean Body