Kasey Watts, Director Of National Grocery
Sparta,TN
Summary
Dynamic leader with a proven track record at Barcel USA and the Takis brand, excelling in strategic planning and operational efficiency. Expert in budget management and cross-functional collaboration, driving revenue growth through innovative solutions. Recognized for developing high-performing teams and enhancing client relationships, consistently achieving performance targets and optimizing resource allocation.
Overview
16
16
years of professional experience
Work History
Director, National Grocery
Barcel USA - Takis
05.2025 - Current
- Responsible for leading a team of 17 customer executives delivering a total of $103M in revenue L52 across Kroger, Albertsons, Safeway, and Target on a national and local level.
- Secured the largest allocation for Takis Wicked Cross Promotion among DSD businesses, adding +$967k in revenue.
- Contributed the greatest value of revenue, $1.2M, to the total organization by way of Albertsons Safeway, leading growth at.
- Delivered a +49% net-facing gain in the Albertsons, Safeway, Salty Snacks aisle.
Senior Manager, Kroger & Albertsons Safeway
Barcel USA - Takis
05.2023 - 05.2025
- Led and coordinated the integration of the Kroger and Albertsons Safeway teams as a result of a greater customer team restructure, including defining roles and responsibilities to optimize resources, resulting in the onboarding/development of 12 associates.
- Contributed the greatest revenue value of $4.6M to the total organization in Kroger, surpassing the total organization growth of 1.47% at 8.87%.
- Delivered +443% net-facing gain at Albertsons Safeway check lanes, and +73% net-facing gain in Kroger Salty Snacks aisle.
- Drove trade efficiencies, resulting in 26% cost savings, while meeting the annual sales goal.
- Negotiated the first market exclusive for Kroger, resulting in over $1.1 million in revenue to the total sales plan.
- Improved forecast accuracy by 10 points vs. prior year.
Senior Manager, Kroger
Barcel USA - Takis
05.2021 - 05.2023
- Achieved sales goal, delivering a 15.4% growth, $6.9M in revenue.
- Sold in and awarded a +43% net facing gain in the Salty Snacks aisle.
- Utilized data insights and analytics to create and implement complex trade promotions, gaining +3.65 points in dollar share and driving the greatest sales week in the history of Kroger for Takis, later implemented and replicated in rest of the market with greater customer team.
Corporate Operations Manager
Barcel USA - Takis
05.2020 - 05.2021
- Developed and oversaw all internal and external DSD operational processes from beginning to end, including implementation, maintenance, and improvement.
- Liaison between the sales field and the corporate office, to include all commercial areas.
- Responsible for coordinating the planning and management of trade and pull budgets.
- Owner of demand planning synergies with the distributor and local DSD team.
Divisional Sales Manager
Barcel USA - Takis
07.2018 - 02.2020
- Achieved and exceeded targeted sales goal of +30%.
- Fostered partnership with local distributor to influence, gain alignment, and drive accountability to the annual sales plan.
- Developed and implemented sales strategies to enhance market penetration and customer engagement.
- Conducted regular performance reviews, providing constructive feedback to enhance distributor capabilities and productivity.
- Led communication and coordinated execution of all customer programs to ensure effective promotions and product launches.
Sales Planning, Account Manager & Territory Sales
Bimbo Bakeries USA
12.2014 - 07.2018
- Supported the transition of Takis distribution from a third-party distributor to Bimbo Bakeries, allowing for minimal disruption to the market.
- Influenced and worked directly with independent business partners to drive results aligned with sales goals.
- Secured several regional convenience chains in the OH Valley with a single-serve portfolio to include salty snacks and sweet baked goods.
- Achieved and exceeded targeted sales goals year over year through strategic planning.
Key Account Manager
JRS Distribution - Takis
08.2009 - 11.2014
- Oversee day-to-day operations of over 30 company-owned routes, including service patterns, service opportunities, scheduling, and merchandising excellence.
- Engineered and optimized routes, and service schedules, to optimize and ensure viable and adequate service levels.
- Led the conversion of DSD to a presales model.
Skills
- Strategic planning
- Operational efficiency
- Budget management
- Sales forecasting
- Revenue growth strategies
- Analytical thinking
- Cross-functional collaboration
- Team leadership
- Negotiation
- IRI, 8451Stratum, OnDemand, 1WorldSync, Demand Tech, VIP, Symphony, Microsoft 365, Salient Miner
Accomplishments
- Top Performer of the Year (Customer) 2024
- Top Performer of the Year (Sales/DSD) 2019
- Snack & Small Format Team of the Year 2016
- Sales Growth % Chg Award 2016
- DSD Vendor of the year (Mapco) 2015
Trainings/Certifications
- Cultivate: Growing Great Leaders 2025
- Conscious Leadership 2025
- Korn Ferry – Strategic Selling & Conceptual Selling with Perspective 2022
- Gap Negotiation 2021
- High 5 Personality Training 2020
- I Speak 2018
Timeline
Director, National Grocery
Barcel USA - Takis
05.2025 - Current
Senior Manager, Kroger & Albertsons Safeway
Barcel USA - Takis
05.2023 - 05.2025
Senior Manager, Kroger
Barcel USA - Takis
05.2021 - 05.2023
Corporate Operations Manager
Barcel USA - Takis
05.2020 - 05.2021
Divisional Sales Manager
Barcel USA - Takis
07.2018 - 02.2020
Sales Planning, Account Manager & Territory Sales
Bimbo Bakeries USA
12.2014 - 07.2018
Key Account Manager
JRS Distribution - Takis
08.2009 - 11.2014