Summary
Overview
Work History
Education
Skills
Timeline
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Kelly Larson

South Lyon,MI

Summary

Dynamic and purposeful sales leader with 20+ years of success in software sales, food distribution, consumer packaged goods, and consultative B2B sales. Proven history in managing brokers, driving revenue growth, executing strategic sales plans, and exceeding KPIs in competitive territories. Strong expertise in new business development, distributor relationship management, and delivering customer-focused solutions. Technically proficient with Salesforce, Microsoft Office, and food service routing systems. Based in Michigan, with easy access to major Midwest hubs and airports.

Sales professional with proven track record in driving revenue growth and fostering client relationships. Strong emphasis on team collaboration and adaptability to meet changing business needs. Skilled in strategic planning, market analysis, and customer engagement. Known for reliability, effective communication, and achieving results in competitive environments.

Overview

24
24
years of professional experience

Work History

Territory Sales Manager

Del bene Produce
03.2024 - Current
  • Spearheaded produce sales across foodservice accounts; led value-based selling of premium and private-label SKUs.
  • Developed and executed strategic market plans to expand distribution throughout the Detroit metropolitan area.
  • Built strong relationships with chefs, purchasing managers, and brokers to align products with evolving menu needs.
  • Increased sales by $70K by on boarding twelve new independent restaurants in a six-month period.
  • Grew assigned territory through targeted prospecting, relationship management, and solution-based selling.
  • Converted 80% of customer base to use Produce Pro app, boosting order frequency and generating $100K in incremental sales.
  • Partnered with marketing to create seasonal promotions, resulting in a 20% sales lift during Q4.

Territory Sales Manager

U.S. Foods
01.2023 - 01.2024
  • Manage a portfolio of foodservice accounts within the Midwest, focusing on high-impact sales growth and account penetration while maintaining a 96% client retention rate amid competitor attrition.
  • Increased branded product penetration from 12% to 35% by successfully upselling Chef’s Store and Exclusive Brands, including Stock Yards and Rykoff Sexton.
  • Collaborated with category managers to develop targeted promotions, achieving 10% growth in underperforming center-of-the-plate categories.
  • Expanded territory revenue by $100K within the first nine months by leveraging existing relationships to strategically target healthcare accounts and independent family-owned restaurants.
  • Consistently surpassed KPIs in case volume, contribution margin, and territory expansion.

Vice President of Sales

Milford Spice Company
01.2020 - 01.2023
  • Grew national brand presence and secured six major distributor accounts across foodservice and retail channels.
  • Conducted in-kitchen demos with chefs, leading to a 20% close rate improvement over traditional sales methods.
  • Conducted quarterly business reviews, led promotional planning, and collaborated with marketing for product launches.
  • Trained and led a team of four, developed territory-specific sales strategies, and managed trade show lead capture and conversion.

Consultant Academic

Signature Group/Rapid Deployment Sales/Contemporary Solutions/Vista Higher Learning
01.2015 - 01.2020
  • Served as on-site gifting specialist for large-scale corporate events, traveling up to 50% of the time.
  • Delivered national sales and marketing presentations to higher education faculty, offering customized technology solutions.
  • Collected and analyzed qualitative and quantitative feedback from pilot programs to drive product adoption and long-term partnerships.
  • Maintained and updated detailed course tracking data, verifying professor schedules and aligning appropriate program solutions.
  • Collaborated closely with field reps, academic coordinators, and campus bookstores to support implementation and drive sales.

Substitute Teacher & Honey Business Owner

Apiary Owner
01.2008 - 01.2015
  • As the founder of Larson Honey, established a network of long-term partnerships with wholesale distributors and built a strong presence across the farmers market and craft show circuit throughout Southeastern Michigan.
  • K-12 substitute teacher in all disciplines.

Sales Account Manager K-12 and Public Library

Cengage Learning-Thompson Gale
01.2004 - 01.2008
  • Presented Cengage’s suite of online electronic databases and print products within an assigned territory.
  • Spoke with educators, district coordinators and administrators at the school, district, and state level.
  • Consistently achieved monthly, quarterly, and yearly goals. Winner of 2004-2005 President Circle.
  • Responsible for $2,965,820.00 annual sales goal.
  • Achieved 99% of annual sales goal for 2007 and achieved new business goal
  • Achieved 89% of annual sales goal for 2006
  • Achieved 112% of annual sales goal for 2005
  • Achieved 104% of annual sales goal for 2004

Regional Customer Trainer/Field Sales

McKesson Pharmacy Systems
01.2001 - 01.2004
  • Traveled throughout the United States training and selling pharmacy computer systems.
  • Implemented training practices for pharmacy staff during weeklong training sessions.
  • Attended software and hardware workshops, leadership and marketing conferences and achieved 100% goals.

Education

Bachelor of Arts - Business Communications

Western Michigan University
Kalamazoo, MI

Skills

  • Sales Strategy & Execution
  • Contract Negotiation
  • P&L Analysis/KPI Monitoring
  • Food Service Distribution & CPG
  • Trade show lead generation
  • Territory & Route Planning
  • Entrepreneurial
  • Broker/Distributor Management
  • Salesforce/Microsoft excel/PowerPoint

Timeline

Territory Sales Manager

Del bene Produce
03.2024 - Current

Territory Sales Manager

U.S. Foods
01.2023 - 01.2024

Vice President of Sales

Milford Spice Company
01.2020 - 01.2023

Consultant Academic

Signature Group/Rapid Deployment Sales/Contemporary Solutions/Vista Higher Learning
01.2015 - 01.2020

Substitute Teacher & Honey Business Owner

Apiary Owner
01.2008 - 01.2015

Sales Account Manager K-12 and Public Library

Cengage Learning-Thompson Gale
01.2004 - 01.2008

Regional Customer Trainer/Field Sales

McKesson Pharmacy Systems
01.2001 - 01.2004

Bachelor of Arts - Business Communications

Western Michigan University

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Kelly Larson