Laura Crawford
New York,NY
Summary
Entrepreneur with proven expertise in national account management and strategic retail penetration at EthicalxChange, LLC. Achieved successful placements in Whole Foods Market, driving significant revenue growth. Skilled in client relationship management and delivering impactful sales presentations, consistently surpassing targets and fostering long-term partnerships.
Overview
34
34
years of professional experience
Work History
Founder
EthicalxChange, LLC
Madison, WI
01.2021 - Current
- Founded and operated distribution company, placing lifestyle brands in natural grocery retailers across nation.
- Increased general merchandise sales by 42% at over 2,000 retailers.
- Developed national sales strategies targeting key accounts to drive significant growth.
- Created effective market penetration strategies for manufacturers entering natural grocery sector.
- Introduced PPE products to natural grocery stores at onset of pandemic, leading market entry.
Founder
Laura Crawford, Inc
Madison, WI
03.2009 - Current
- Represented over 50 manufacturers in national natural grocery channel.
- Secured corporate placements for select brands at Whole Foods Market.
- Facilitated global Whole Foods Market order, enabling client growth from $0 to $2M in four years.
- Established company from inception, achieving $3M in annual sales through retail partnerships and team leadership.
National Whole Foods Market Key Account Manager
Rising Tide, Ltd.
Northampton, MA
01.2015 - 12.2018
- Acted as the primary liaison between Rising Tide, Ltd. and regional/global buyers at Whole Foods Market and other natural grocery retailers in the Lifestyle category.
- Managed a $4M sales portfolio, consistently driving revenue growth by exceeding performance targets.
- Recruited, trained, and managed field representatives and in-store merchandisers to ensure superior execution and customer satisfaction across key accounts.
Director of Café Sales
Steep & Brew Coffee, LLC
Madison, WI
05.2008 - 04.2009
- Opened and managed three licensed cafés, ensuring operational excellence and staff training.
- Developed marketing programs that established brand as a market leader.
- Secured ten key accounts from competitors, increasing overall market share.
- Attended industry events to enhance expertise and identify growth opportunities for account base.
Owner & General Manager
Blue Hill By Hand, LLC
Madison, WI
01.1992 - 03.2009
- Founded and scaled handcrafted jewelry company to $500K in annual sales.
- Developed two brands, Eclectic Earth and IMAGINE, from inception.
- Managed 10 staff and 20 contract producers, prioritizing inclusion of marginalized groups.
- Secured regional placement in Whole Foods Market through strategic relationship building.
- Sold company while maintaining client relationships post-sale for continued engagement.
- Served as primary salesperson for 12 years after sale until company transitioned ownership.
- Ensured ongoing operation of business under third ownership with sustained success.
Skills
- Retail store penetration
- Sales presentations and closing
- Customer relationship management
- Territory sales management
Work Preference
Work Type
Full TimePart TimeLocation Preference
On-SiteRemoteHybridTimeline
Founder
EthicalxChange, LLC
01.2021 - Current
National Whole Foods Market Key Account Manager
Rising Tide, Ltd.
01.2015 - 12.2018
Founder
Laura Crawford, Inc
03.2009 - Current
Director of Café Sales
Steep & Brew Coffee, LLC
05.2008 - 04.2009
Owner & General Manager
Blue Hill By Hand, LLC
01.1992 - 03.2009