Lauren E. Feid
Rye,NH
Summary
Results-driven sales leader with a solid history of success in diverse consumer packaged goods environments. Skilled in developing and executing sales strategies that lead to substantial growth across various product categories. Adept at cross-functional teamwork and nurturing talent, enhancing overall team effectiveness. Dedicated to achieving targets and cultivating strong partnerships with clients.
Overview
20
20
years of professional experience
Work History
Senior Director of Sales
Zevia PBC
01.2024 - Current
- Lead a $70 million business across the U.S.
- Member of the Leadership Team, reporting to the Chief Commercial Officer. Collaborate cross-functionally to drive company strategy and create win-win selling solutions that resonate with the retailer and the consumer.
- Manage a team of four Regional Account Managers, calling on nearly 60 regional Grocery accounts and distributors, including Publix, Meijer, Hy-Vee, Ahold Delhaize, Giant Eagle, Wegmans, Cub Foods, Fresh Thyme, SpartanNash, AWG, and Bozzuto's.
- Directly manage several key national accounts, including Whole Foods Market, CVS and Walgreens.
- Build an Annual Operating Plan (AOP) for each top customer, aligning Zevia's goals with customer priorities.
- Forecast for supply chain and sales with the Operations and Finance teams.
- Collaborate on product development and commercialization process with the Portfolio team.
Director of Sales
Zevia PBC
01.2022 - 01.2024
- Started with an $8 million business, directly managing 25 regional Grocery accounts in Northeast and Midwest regions.
- Within one year, acquired Distribution, the Drug channel and two direct reports, bringing total responsibility to $64 million.
- Oversaw total UNFI and KeHE businesses, which contribute about 25% of Zevia's total revenue. Strengthened Zevia's relationship with senior leadership to re-negotiate Supplier and Annual Marketing Agreements. Managed inventories against forecast. Represented Zevia at trade shows.
- Grew CVS +98% in 2023 by doubling and improving space. Converted from 6pk to 8pk, moved into the strike zone, relocated from Juice to CSD POG, gained 1 SKU and 1,400 TDPs.
- Executed two price increases and a total brand refresh.
Senior Key Account Manager
Red Bull North America
06.2019 - 01.2022
- Managed four Grocery retailers- Stop & Shop, Hannaford, Market Basket and Big Y, as well as a $1.8 million budget. Sold over 680,000 cases and grew by 25% in 2021.
- Built annual business plans by retailers to drive their priorities and RBNA goals.
- Conducted regular planning meetings with retailers that included results, competition and opportunities.
- Sold in priority packages and ensured retailer schematics reflected RBNA standards in-store and online.
- Provided regular selling tools and reports to distributor field personnel.
- Maintained relationships and visibility with distributors via trade days and meeting presentations.
- Ran post-promotion analysis with Category Manager following all programs to evaluate ROI.
Key Account Manager
Red Bull North America
04.2015 - 06.2019
- Completed High Pressure Negotiation and Conceptual Selling trainings.
- Managed 12 regional Convenience and Grocery accounts selling 300,000+ cases annually.
- Collaborated cross-functionally to leverage marketing events with retailers to drive volume and share.
- Owned a $500,000+ budget to drive space, promotions, displays and relationships with accounts.
Distributor Partner Manager
Red Bull North America
01.2011 - 04.2015
- Managed the sales and distribution of 800,000+ cases annually for two distributors.
- Assisted distributors in development of annual business plans including distribution and volume goals, national program execution, KPIs and investments to drive RBNA initiatives.
- Conducted monthly business reviews to strategize around opportunities and plan against priorities.
- Managed $100,000+ in combined VIP, Tier II and tactical budgets.
District Sales Supervisor, New England
The Hershey Company
09.2007 - 01.2011
- Managed 13 Retail Sales Merchandisers to achieve sales and share goals in Convenience Channel.
Retail Sales Representative, Maryland
The Hershey Company
06.2006 - 09.2007
- Sold Hershey portfolio in high volume chain Grocers and Mass Merchandiser customers.
Education
B.S. - Business Administration
Lebanon Valley College
Annville, PASkills
- Account and distributor management
- Sales strategy and forecasting
- Budget management
- People development and coaching
- Effective communication skills
- Cross-functional collaboration
- Negotiation techniques
- Data analysis and analytical thinking
Awards
Zevia’s Top Sales Performer of 2022
Timeline
Senior Director of Sales
Zevia PBC
01.2024 - Current
Director of Sales
Zevia PBC
01.2022 - 01.2024
Senior Key Account Manager
Red Bull North America
06.2019 - 01.2022
Key Account Manager
Red Bull North America
04.2015 - 06.2019
Distributor Partner Manager
Red Bull North America
01.2011 - 04.2015
District Sales Supervisor, New England
The Hershey Company
09.2007 - 01.2011
Retail Sales Representative, Maryland
The Hershey Company
06.2006 - 09.2007
B.S. - Business Administration
Lebanon Valley College