Karin Kupka
Lakeland
Summary
Accomplished sales leader with a proven track record at B2B Lead companies, driving sales growth growth in the U.S. market. Expert in key account management, Beverage and Food Industries and business development, leveraging strong relationship-building skills to secure high-value contracts and enhance market share. Skilled in market analysis and performance coaching, consistently exceeding sales targets.
Overview
20
20
years of professional experience
Work History
Head of Sales, Americas – TATA SOLUBLE (Coffee and Tea Soluble)
Tata Consumer Products US Holdings, Inc
08.2020 - Current
- Led sales and new business strategies for instant tea, adding 10% revenue growth in the Tea Soluble Business by acquiring new global key accounts in the Beverage RTD Tea arena, and developing new products in the portfolio with the NPD team.
- Developed and created a business model for instant coffee in the North American market, establishing for the first time TATA’s footprint in the market, resulting in an additional 25% increase in sales for total USA soluble.
- Managed global key accounts, negotiating and securing high-value contracts, and protecting business margins in a volatile tea and coffee market.
- Identified new product applications, RTDs, and functional product trends, working close with Customers on new product development for Beverage Applications.
- Mapped the tea beverage market (RTD and water enhancer) in the USA, identifying key players, competition, product profiles, and opportunities, and proposing new strategies to the India management board.
- Led and restructured the Customer Sales team (USA and India), implementing controls and measures to evaluate and manage service performances.
Global Citrus Ingredients Manager
Citrosuco North America Inc.
08.2014 - 10.2019
- Championed a portfolio of products representing $100M in sales in the USA, Europe, and Asia, dealing with top global Food & Beverage and Flavor & Fragrance companies.
- Exceeded the sales plan consecutively for three years, guaranteeing a consistent increase in recovery margins.
- Lead with PDA the project of a new BU for all citrus ingredients and new products, adding value to the company's product portfolio.
- Led a sales team in Brazil (8 people) directly and a global team (12 people) indirectly, providing coaching and delivering performance.
- Responsible for the Global Sales Strategy for Citrus Ingredients by analyzing and managing forecasts, consumer trends, costing, and market fundamentals, while working closely with BI, Procurement, Supply Chain, Finance, Operations, and NPD Teams.
Sales Manager, Global Account Manager
Citrosuco North America Inc.
02.2006 - 10.2019
- Oversaw a total account of $50M, serving as Global Account Manager for one of the top beverage companies globally, negotiating citrus products, from juice to ingredients.
- Generated revenues of $80 million by leading sales plans for juices in the North American market.
- Increased company market share by 5% to 7% over 5 years in a declining market, ensuring margins.
- Executed a long-term agreement/partnership with a top Mexican citrus producer to ensure the supply chain for juice and ingredients into the NA market, as part of the growth strategy.
- Head of Sales for the Apple Juice Business.
- Established strong relationships and strategic partnerships, managing top beverage companies such as Coca-Cola, Pepsico/Tropicana, Nestlé, Kroger, Dean Foods, Ocean Spray, Givaudan, DSM, Dohler, ADM among others.
- Developed and implemented the SAP Sales Module in the USA branch.
- Sourced and negotiated third-party juices, coordinating supply chain, and risk management.
Education
Master of Science - Agribusiness Management
Fundação Getulio Vargas
BrazilBachelor of Arts - Economics
Universidade Estadual De Campinas
BrazilSkills
- Sales strategy
- Key account management
- Business development
- Customer relationship management
- Relationship building
- Performance coaching
- Market analysis
Languages
Portuguese, English, German, Spanish
Awards
Supplier Award/Firmenich
Languages
English
Professional
Portuguese
Native/ Bilingual
Spanish
Professional
German
Elementary
Professional Development
- General Management and Leadership, SDA Bocconi
- B2B Marketing Strategy, Columbia Business School
- Flavor, Creation, Definition and Use for Beverage and Food Industry, CPFA
- High Performance People Skills for Leaders, London Business School
- Negotiation Skills, Harvard Business School Executive Program
Timeline
Head of Sales, Americas – TATA SOLUBLE (Coffee and Tea Soluble)
Tata Consumer Products US Holdings, Inc
08.2020 - Current
Global Citrus Ingredients Manager
Citrosuco North America Inc.
08.2014 - 10.2019
Sales Manager, Global Account Manager
Citrosuco North America Inc.
02.2006 - 10.2019
Master of Science - Agribusiness Management
Fundação Getulio Vargas
Bachelor of Arts - Economics
Universidade Estadual De Campinas