Manuel De La Rosa
Whittier,CA
Summary
Market Sales Manager with a successful history at Krispy Kreme, achieving a 31% sales increase in 2023. Proficient in data analysis and relationship management, utilizing Microsoft Office Suite to support strategic initiatives. Skilled in delivering innovative solutions and promoting teamwork to meet challenging sales targets.
Overview
11
11
years of professional experience
Work History
MARKET SALES MANAGER
Krispy Kreme
Los Angeles, CA
01.2022 - Current
- Oversee Krispy Kreme Daily Fresh Delivery sales in California, Nevada, and Chicago, IL Markets for Stater Bros., Ralphs, Food 4 Less, and Save Mart grocery chains accounting for $25MM in sales.
- Establish and grow relationships with key bakery and front line sales personnel in all market areas to enhance mutually beneficial sales growth.
- Conduct and lead regular sales review meetings with all grocery accounts.
- Conduct and lead monthly sales review meetings with internal Krispy Kreme shops and District Managers.
- Provide and create weekly sales updates to internal Krispy Kreme teams.
- Present and complete sell in on all new items to grocery chains.
- Conduct monthly store visits to verify delivery rates and product presentation.
- Increased Ralphs distribution by 65% in by end of 2022.
- Successfully sold in Daly Fresh Delivery Program to Food 4 Less by end of 2023 leading to distribution in 45% of locations in Southern California and 100% of locations in Chicago, IL based on current local capacities.
- Oversee the planning and implementation of single loose doughnut sales program in Stater Bros., Ralphs, and Food 4 Less locations.
- Increased market sales by 28% in 2022.
- Increased market sales by 31% in 2023.
KEY ACCOUNT MANAGER
PepsiCo Inc.
10.2018 - 12.2021
- Oversaw sales of PepsiCo portfolio including Gatorade, Quaker, Tropicana, Naked Juice, and other brands to Kroger affiliated retail chains in Southern California (Ralphs and Food 4 Less)
- Conducted bi-monthly sales meetings with local Ralphs and Food 4 Less buyers
- Provided suggestions to local Ralphs and Food 4 Less buyers for go-to-market strategies
- Strategized and complete annual promotional calendar for all PepsiCo represented brands
- Introduced innovation items and strategic plans for launch
- Completed analysis of monthly sales and readjust plans as necessary; report and review findings to National Sales Director
- Implement incremental locally based sales opportunities
- Participate in weekly sales team meetings with fellow PepsiCo Key Account Managers to influence sales strategies
- Partnered with third party merchandising team to implement weekly sales planner and portfolio distribution
- Partnered with first year Sales Associate members to mentor and guide them in their first job in retail sales.
NATIONAL ACCOUNT MANAGER
United States Beverage LLC
04.2017 - 10.2018
- Oversee Company Portfolio among 22 different accounts throughout the Western United States including: Grocery, Club, Big Box, Drug Store, Convenience
- Communicate and interact with buyers from each of the 22 different accounts
- Provide pricing and distribution information
- Sell-in of programming for each Brand
- Sell-in of new and innovative Brands
- Conduct Business Review Meetings on a quarterly/bi-annual basis
- Distributor Management
- Consistent interaction with key distributor individuals to achieve sales goals
- Communicate programming and new sales opportunities
- Conduct Crew Drives
- Conduct and attend planning meetings
- Work closely with National Sales Manager/COO
- Provide monthly sales updates
- Conduct strategy and planning meetings
- Identify new accounts and sales opportunities.
KEY ACCOUNT MANAGER
Heineken USA
04.2014 - 03.2017
- Oversee Strategic Account 7-Eleven in 1600+ stores throughout Southern and Northern California, Arizona, Nevada, and Utah
- Delivered +3.9% growth in Case Equivalents year ending 2014
- Delivered +0.6% growth in Case Equivalents year ending 2015
- Increased shelf distribution by +700 points year ending 2016
- Consistently and regularly interact with Zone Merchandiser (Buyer) out of 7-Eleven Corporate headquarters in Dallas, TX
- Provide regular Pricing and Distribution updates
- Sell in of Trimester Marketing Programs for Period Planner consideration
- Sell-in and presentation of new and Innovation packages
- Build and sustain relationships with local 7-Eleven Corporate and Franchisee Association (FOA) personnel to gain support
- Conduct meetings with local 7-Eleven Zone Merchandising Leader and Vault Manager and FOA groups
- Sponsor FOA Trade Shows and Golf Tournaments
- Work with National Account Manager to prepare annual, trimester, and quarterly plans for budget, distribution, programming, and volume goals
- Work with Commercial Marketing Manager and Category Manager to provide Category Solutions and customize programming for local activity and increase customer category plans
- Communicate distribution, programming, and volume goals to local Zone and Distributor Teams
- Regularly and consistently interact with key distributor personnel
- Setup and conduct Crew Drives
- Attend planning meetings.
Education
Bachelor of Arts - Sociology
University of California, Los Angeles
Los Angeles, CAMBA - Business Administration
Pepperdine University, The Graziado School of Business And Management
Malibu, CASkills
- Microsoft Office Suite
- Presentation software
- Spreadsheet management
- Word processing
- Email communication
- Data analysis tools
- IRI and Nexxus expertise
- Conversational Spanish
Timeline
MARKET SALES MANAGER
Krispy Kreme
01.2022 - Current
KEY ACCOUNT MANAGER
PepsiCo Inc.
10.2018 - 12.2021
NATIONAL ACCOUNT MANAGER
United States Beverage LLC
04.2017 - 10.2018
KEY ACCOUNT MANAGER
Heineken USA
04.2014 - 03.2017
Bachelor of Arts - Sociology
University of California, Los Angeles
MBA - Business Administration
Pepperdine University, The Graziado School of Business And Management
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