Jennifer Ralls
Kennebunk,ME
Summary
Result-Driven National Accounts & Regional Sales Leader with over 25 years of progressive experience in driving revenue and market share for leading food service and retail brands. Proven expertise in building brands from the ground up, securing Control Label (Private Label) partnerships, and managing complex GPO relationships. Adept at developing high-profit sales strategies, managing budgets, and leading broker networks to exceed corporate goals.
Overview
27
27
years of professional experience
1
1
Certification
Work History
National Accounts, NE Regional Manager
Hormel Foods, LLC
Kennebunk
01.2020 - 11.2025
- Led National Accounts for the Northeast, driving significant volume growth: FY25 +19% (9.0M to 10.7M lbs) and FY24 +7% (8.5M to 9.1M lbs).
- Managed strategic partnerships with major customers including Bob Evans, Charley’s, Paris Baguette, DVPG, Penn Station, Vocelli, Delaware North, Sbarro, DiBellas and UNO’s.
- Partnered with supply chain, marketing and finance to ensure product availability and support new product launches.
- Led national/regional sales initiatives, increasing market penetration and driving revenue growth across diverse product lines.
- Analyzed market trends to identify opportunities for expansion, resulting in successful product launches in new territories.
- Facilitated communication between executive leadership and field teams, streamlining decision-making processes across the nation/region.
- Collaborated with executive leadership to establish long-term objectives, drive growth initiatives, and align national/regional efforts with corporate goals.
General Manager
DiLusso Deli (Division of Hormel Foods)
Overland Park
09.2002 - 04.2024
- Led a team of 4 direct representatives and owned all sales, promotions, marketing, training and P&L responsibilities.
- Developed tracking tools to measure trade spend ROI and improved efficiency—achieved 106% of 2003 sales goal while spending only 80% of budgeted trade dollars
- Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
Director of Foodservice
Chabaso Bakery
New Haven
08.2019 - 12.2019
- Launched and established the Foodservice channel, building commercial processes, distributor partnerships and go-to-market capabilities to support new growth.
- Managed key retail and foodservice relationships including Stop & Shop and Wegman’s, securing listings and merchandising support.
- Developed promotional calendars, sales forecasts and SKU rationalization to drive velocity and margin.
Director, Corporate Accounts
Aryzta
Kennebunk
02.2016 - 08.2019
- Managed corporate accounts including Sysco (book approx. $300M), delivering consistent growth—e.g., FY19 +3.3% cases and +4.5% dollars; FY18 Sysco branded foods +18% cases and +13.1% dollars.
- Served as Category Captain for Frozen Cookies and Par-Baked Breads, and Category Partner for Bread Dough and Frozen Pastries; developed category strategies.
- Led cross-functional teams to align national account, non-commercial and supply chain activities.
- Lead PFG account (approx. $40M) achieving FY17 PFG branded foods +26.8% cases and +18.6% dollars.
Director, Field Sales
Aryzta
Kennebunk
08.2014 - 02.2016
- Oversaw field sales for the East Coast region with responsibility for approximately $105M in annual sales, owning regional chain and corporate account strategies.
- Managed and developed two Regional Sales Managers and three external broker partners (American Patriot Sales, Summit, HOPCO), setting targets and coaching for performance improvement.
- Directed go-to-market execution for regional chains, coordinating pricing, distribution and promotional programs to increase penetration and velocity.
Regional Manager
Aryzta
Kennebunk
06.2013 - 07.2014
- Managed a $105M territory across New England to the Carolinas, owning regional chain account strategy and execution.
- Served as lead for the PFG corporate relationship and coordinated internal teams to meet client objectives.
- Supervised two Regional Sales Managers and managed three broker partners (American Patriot Sales, Summit, HOPCO) to ensure consistent execution and growth.
Account Executive Manager/Senior Executive Manager
Hormel Foods
Tampa, FL & Portland, ME
05.2004 - 06.2013
- Managed the company’s largest Northeast territory (~$10M), consistently exceeding targets (Fiscal 2012: 105% to goal).
- Grew the Tampa territory from $5M to $7M through targeted account development and strategic selling.
- Built account plans, promotional programs and training initiatives to increase distribution, velocity and profitability.
Sales Representative, Territory Manager A & AA
Hormel Foods
Orlando FL./ Denver CO/Cincinnati OH
05.1999 - 09.2002
- Held progressive sales roles across Orlando, Denver and Cincinnati, including training territory responsibilities and team territory coverage for King Soopers.
- Called on major chains (WinnDixie, Publix) and independent operators to secure placement, promotions and sales growth.
- Executed call plans, merchandising and promotional programs to increase distribution and shelf velocity.
Education
Bachelor of Science - Marketing
Pennsylvania State University
State College05.1999
Skills
- Effective negotiation strategies
- Effective sales strategy development
- Results-oriented
- Effective communication
- Management of national & regional accounts
- Strategic decision-making
- Stakeholder engagement
- Client relationship building
- Business growth initiatives
- Cross-functional collaboration
- Performance analysis of accounts
- Effective problem resolution
- Adaptability and flexibility
- Broker Management
Certification
- Dale Carnegie Sales Advantage Graduate
- Intermediate & Advanced Excel Classes
- Intermediate & Advanced Power Point Classes
- Karass Negotiation Seminar Graduate
- Career Recruiter for Hormel Foods
Timeline
National Accounts, NE Regional Manager
Hormel Foods, LLC
01.2020 - 11.2025
Director of Foodservice
Chabaso Bakery
08.2019 - 12.2019
Director, Corporate Accounts
Aryzta
02.2016 - 08.2019
Director, Field Sales
Aryzta
08.2014 - 02.2016
Regional Manager
Aryzta
06.2013 - 07.2014
Account Executive Manager/Senior Executive Manager
Hormel Foods
05.2004 - 06.2013
General Manager
DiLusso Deli (Division of Hormel Foods)
09.2002 - 04.2024
Sales Representative, Territory Manager A & AA
Hormel Foods
05.1999 - 09.2002
Bachelor of Science - Marketing
Pennsylvania State University