Kevin Haynes
Baltimore
Summary
Strategic sales executive with 20+ years of experience driving revenue growth, expanding national retail partnerships, and leading business development initiatives across consumer products, manufacturing, retail, and e-commerce.
Proven success developing multimillion-dollar business with Walmart, Amazon, Costco, Sam's Club, Tractor Supply, Kohl's, Target, and other national retailers. Recognized for launching new product categories, building distributor networks, negotiating strategic partnerships, and consistently exceeding revenue objectives.
Overview
21
21
years of professional experience
Work History
Key Account Director – Retail & Logo Artificial Turf
TenCate Grass, Inc.
01.2022 - Current
- Directed national retail and e-commerce business development for artificial turf products across Amazon, Walmart, and specialty golf distributors.
- Grew Amazon sales to more than $1 million annually by leveraging Amazon Seller Central analytics and targeted online sales strategies.
- Successfully launched Logo Agility Turf nationwide by establishing a network of eight distributor partners.
- Secured strategic distributor partnerships through prospecting, executive presentations, and national industry meetings.
- Collaborated with distributor sales organizations on bid development and project opportunities.
- Partnered with internal design and operations teams to ensure proposal accuracy and project execution.
National Account Manager
American Wood Fibers, Inc.
01.2017 - 01.2022
- Managed strategic national accounts including Walmart and Tractor Supply across pet, livestock, and home heating categories.
- Developed and executed growth strategies across both brick-and-mortar and e-commerce channels.
- Expanded retail distribution through successful placement at Stop & Shop, Fleet Farm, and Tractor Supply.
- Directed Tractor Supply's annual bid process while successfully implementing multiple pricing initiatives.
- Led Walmart private label negotiations, securing 100% of the Vibrant Life Wood Shavings business.
- Utilized Retail Link, Nielsen analytics, and Salesforce CRM to identify growth opportunities, improve forecasting, strengthen customer relationships, and support strategic pricing initiatives.
Owner & Principal Consultant
The Haynes Group, LLC
01.2015 - 01.2017
- Provided retail sales consulting and analytical support for Sinomax within the home bedding category.
- Supported national retail initiatives with Walmart, Kohl's, Costco, and Sam's Club.
- Conducted advanced Retail Link analytics including Store-within-a-Store reporting, 80/20 assortment analysis, expansion recommendations, and marketplace assessments.
- Delivered strategic recommendations that improved merchandising performance and retail execution.
Sales Director – New Business Development
Innocor Comfort / Sleep Innovations
01.2010 - 01.2015
- Led national business development initiatives across retail and e-commerce channels for memory foam products.
- Increased territory revenue 150%, growing annual sales from $2 million to $5 million.
- Secured new business with Walmart.com, Shopko, and Kmart.
- Managed strategic accounts including Walmart.com, Target.com, Sears, JC Penney, and Kmart.
- Directed independent sales representatives supporting Target.com and the home improvement channel.
Director – Walmart & Club Channel
U.S. Playing Card Company (Jarden Corp.)
01.2009 - 01.2010
- Directed sales strategy for Walmart, Sam's Club, Costco, and BJ's Wholesale Club representing more than $45 million in annual revenue.
- Expanded Costco revenue by $2 million through strategic SKU expansion and promotional initiatives.
- Collaborated with Costco buyers to redesign Bicycle Playing Cards packaging for Club Channel distribution.
Walmart / Sam's Club Team Leader
Ghirardelli Chocolate Company
01.2005 - 01.2009
- Opened and established the company's Bentonville office supporting Walmart and Sam's Club.
- Increased annual revenue from $10 million to $38 million in four years.
- Managed nationwide retail merchandising through Advantage Sales.
- Created Chocolate University, the company's buyer education program that became the standard onboarding curriculum for Walmart and Sam's Club buyers.
- Partnered with McLane Distribution to execute seasonal merchandising programs across multiple confectionery categories.
Club Channel Manager
Bristol-Myers Squibb Company
- Developed strategic Club Channel business plans for Sam's Club, Costco, and BJ's Wholesale Club.
- Designed retail-ready packaging, pallet displays, and promotional programs supporting seven successful product launches.
- Expanded shelf presence and promotional distribution across national warehouse club retailers.
Education
Bachelor of Business Administration (BBA) - Marketing
Loyola University Maryland
Baltimore, MarylandSkills
- National Account Management
- Business Development
- Strategic Sales Planning
- Revenue Growth
- Retail & E-Commerce Sales
- Category Management
- Joint Business Planning
- Strategic Negotiations
- Distributor Development
- Private Label Development
- Pricing Strategy
- Product Launches
- Sales Forecasting
- Cross-Functional Leadership
- Customer Relationship Management
- Retail Link (Walmart Analytics)
- Amazon Seller Central
- Salesforce CRM
- Nielsen Market Analytics
- Microsoft Excel (Advanced)
- Microsoft PowerPoint
- Microsoft Word
- Microsoft Outlook
- Microsoft Teams
- Sales Forecasting & Data Analysis
- Category Management Analytics
- E-Commerce Performance Reporting
Accomplishments
- Have sold over $1B in wholesale products to national retailers.
- TenCate Grass - Grew Amazon business to more than $1 million in annual sales through strategic e-commerce expansion.
- TenCate Grass - Built a nationwide network of eight distributors to successfully launch an innovative artificial turf product.
- Ghirardelli Chocolate - Walmart and Sam's Club business from $10 million to $38 million in four years.
- Ghirardelli Chocolate - Established Bentonville office to support Walmart and Sam's Club operations.
- US Playing Cards - Managed $45+ million in annual sales across Walmart, Sam's Club, Costco, and BJ's Wholesale Club. Sleep Innovation -Delivered 150% territory growth, increasing revenue from $2 million to $5 million.
- American Wood Fibers- Secured 100% of Walmart's Vibrant Life Wood Shavings private label business
Timeline
Key Account Director – Retail & Logo Artificial Turf
TenCate Grass, Inc.
01.2022 - Current
National Account Manager
American Wood Fibers, Inc.
01.2017 - 01.2022
Owner & Principal Consultant
The Haynes Group, LLC
01.2015 - 01.2017
Sales Director – New Business Development
Innocor Comfort / Sleep Innovations
01.2010 - 01.2015
Director – Walmart & Club Channel
U.S. Playing Card Company (Jarden Corp.)
01.2009 - 01.2010
Walmart / Sam's Club Team Leader
Ghirardelli Chocolate Company
01.2005 - 01.2009
Club Channel Manager
Bristol-Myers Squibb Company
Bachelor of Business Administration (BBA) - Marketing
Loyola University Maryland