Lyn Cruz
Clearwater,FL
Summary
Turnkey Director of Sales with over 15 years of experience in CPG. Emotionally intelligent leader with a solid reputation, well established relationships and a demonstrated history of exceeding sales targets. Well versed in building effective sales strategies, that align with company objectives, across channels to gain new business and add incremental revenue to existing business. Experienced in analyzing data to identify and capitalize on emerging market trends and revenue opportunities.
Overview
15
15
years of professional experience
Work History
Director of Sales
Qualitas Health, Inc. DBA IWI
02.2021 - 02.2023
- Developed multi channel business plan, aligned with company goals and exceeded revenue targets by 56% in two years.
- Increased product portfolio average of 400% per location in existing accounts.
- Developed high-performing broker and sales team through targeted recruitment, training, mentoring, coaching activities and CRM.
- Effectively grew new business; opening +1,000 new doors/+8,000 new points of distribution in three years.
- Analyzed market data, conditions and competitors to identify opportunities; led to product innovation (+$600,000 2022).
- Achieved #1 ranking in SPINS for flagship product.
- Prepared and delivered compelling polished brand presentations.
- Established strong partnerships with national key accounts to expand brand recognition and drive business growth.
- Delivered accurate sales forecasts based on thorough analysis of historical data and current trends in order to facilitate informed decision-making at executive level.
National Account Manager
Qualitas Health DBA IWI
12.2019 - 02.2021
- Increased existing National Account business by 115% in 2020.
- Established account with UNFI, including contract negotiation and execution.
- Created and implemented sales pipeline for prospective accounts.
- Collected and analyzed sales data and trends.
- Liaised with Sales and Marketing departments to set and implement strategies for new products.
- Stayed up-to-date with internal and external developments and suggested new ways to increase sales.
National Account Manager
Nature's Way
12.2018 - 12.2019
- Managed $30MM+ book of business.
- Delivered 4% growth on book of business from 2018 - 2019.
- Improved bottom-line profits by creating new product penetration and retail market opportunities.
- Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals.
- Boosted sales by 15% over 90 days using cross-selling techniques.
Senior Strategic Business Manager
MegaFood
05.2014 - 12.2018
- Managed $15MM+ book of business.
- Delivered 44% growth on book of business from 2014 - 2018.
- Effectively built strategy, annual programming, educational campaigns and strong relationships with key accounts.
- Led quarterly key accounts reviews utilizing syndicated data to propose gap items, innovation and fair market share to maximize revenue.
- Managed financial responsibilities including budgeting, forecasting and MDF spend.
- Developed Innovation Placement Program to secure advanced commitment from retailers and establish accountability. This program has been highly successful and resulted 2.4K newly distributed items within first 30 days.
- Awarded Leadership Excellence award in 2017 for being committed to development and improvement while meeting and exceeding sales targets.
South East Business Manager
Irwin Naturals
09.2007 - 08.2014
- Maintained book of business valued at $1MM.
- Delivered 18% average sales growth from 2007 - 2014.
- Devised and implemented product strategies for filling market gaps and driving consistent sales.
Skills
- Sales analytics software
- Time management
- Self-direction
- Critical thinking
Timeline
Director of Sales
Qualitas Health, Inc. DBA IWI
02.2021 - 02.2023
National Account Manager
Qualitas Health DBA IWI
12.2019 - 02.2021
National Account Manager
Nature's Way
12.2018 - 12.2019
Senior Strategic Business Manager
MegaFood
05.2014 - 12.2018
South East Business Manager
Irwin Naturals
09.2007 - 08.2014
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