ORLANDO LEON
Jacksonville
Summary
Dynamic and results-driven executive with over 20 years of experience in retail sales, category management, procurement, and merchandising. Proven track record of driving multimillion-dollar growth through strategic partnerships and high-impact initiatives across diverse categories and channels. Expertise spans DSD, Center Store, Fresh, and HBC environments, supported by a solid foundation in CPG industries including Snacks, Candy, Healthcare, Grocery, Drug, C-Store, Dollar, and Specialty customers. Recognized for exceptional leadership and communication skills while leveraging data-driven insights to inform decision-making and enhance team performance, consistently identifying market opportunities to achieve ambitious sales targets.
Overview
15
15
years of professional experience
Work History
Director of Sales - Dollar/Value, Drug, Specialty, Discounters & Private Label
EVANS FOOD GROUP / MONARCA AUTHENTIC SNACKS
07.2024 - 09.2025
- Accountable for $60M annual sales in existing Dollar & Specialty customers. Grew existing business by 15%
- Enhanced JBP relationship with Dollar General, Dollar Tree & Family Dollar, turning a transactional customer to a strategic partnership in record time.
- Via new distribution, promotional planning and innovation, positioned retailers to solid YoY growth. Dollar General: 12% sales growth, Dollar Tree: 24% sales growth, Family Dollar: 125% sales growth.
- Expanded ACV with customers like: Burlington, TJMaxx, Big Lots, Variety Wholesalers, to name a few. 115% YOY growth.
- Introduced new business opportunities at CVS & Walgreens, leveraging and managing broker partnerships.
- Responsible for $25M in Private Label existing and new business.
- Grew year over year existing business by +32% in six months of employment, by developing key strategic relationships with US Retailers across all channels of trade.
- Coach and trained cross-functional teams to better understand and strategize around GTM strategies for Dollar, Drug, Specialty and Private Label retailer partners.
National Account Manager - Convenience & Drug Stores
SECOND NATURE BRANDS
01.2023 - 05.2024
- Directly responsible for +$25M in regional and national gross sales for Nuts, Seeds & Confections business across the USA in the Convenience & Drug channels. Calling on all Regional and National customers.
- Achieved results of +18% growth in gross sales, +22% growth in Net Sales & +67% growth in consumption dollar sales in Calendar Year 2023.
- Developed strategic relationships with key national accounts to drive revenue growth.
- Developed global and national contracts with major chains such as EG/Cumberland Farms, 7-Eleven, Casey's, Circle K (globally and by BU), TA Petro, Love's, Pilot, GPM, Maverik/Kwik Trip, Wawa, RaceTrac, ExtraMile, QuikTrip, Buc'ees, ampm/Thorntons, Buc-ee's, GATE, First Coast Energy and many more medium/small regional chains.
- Built relationships, new distribution, and programs with C-Store Distributor networks, leveraging the 3-Tier distribution model. National distributors like Mc Lane and Coremark, as well as regional like HT Hackney, Imperial, Lyons, Amcon, etc. which serves over 80% of independent convenience stores.
- Managed 45+ broker partners across the country, constantly coaching, leading, communicating and supporting their efforts coast-to-coast.
- Utilized Category Management expertise to develop selling stories and defense decks.
- Manage trade spent efficiently through P&L and collaborate extensively with Demand Planning, Forecasting, and other cross-functional teams.
- Grew SNB brands distribution and sales across Drug retailers by +175% on the Sanders brand, through everyday distribution, as well as Seasonal programming. Maintained trail mix business across the channel.
- Executed national contracts with major national chains, such as CVS, Walgreens, Rite Aid.
National Account Manager - Convenience Stores
FERRERO USA
09.2019 - 01.2023
- Developed and executed strategic account plans to drive customer engagement and loyalty.
- Developed and managed a variety of C-Store customers, to include EG/Cumberland Farms, 7-Eleven, Circle K, Casey's, RaceTrac, QuikTrip, Love's, Pilot, Travel Centers of America, totaling +$100M in gross sales, developing new business and growing existing portfolio. Results of continuous shipment growth of +31% in 4year CAGR.
- Directly responsible for additional +$20M in regional customers and C-Store distributors. With results of +45% growth in gross sales, +18% growth in Net Sales & +32% growth in consumption dollar sales.
- Proficient in conducting Joint Business Plans for top key customers in the region, creating alignment on longer partnerships for mutual growth.
- Developed the strategy and development of the Travel Plazas business, resulting in +33% in gross sales and +42% in consumption dollar sales.
- Managed 21+ broker partners across the country, constantly coaching, leading, communicating and supporting their efforts coast-to-coast.
Field Category & Insights Manager - Convenience Stores Channel
FERRERO USA
09.2017 - 09.2019
- Lead Category Management strategies across Convenience Store customers & distributors for Ferrero USA.
- Attended and gained Ferrero DSMP brand objectives at multiple retailer line/assortment reviews across the country. Most influential with McLane, Coremark, HT Hackney, EG/Cumberland Farms, Circle K, GPM, Wawa, RaceTrac, Love's, Pilot, TCA, with outstanding results of expanded distribution on new and existing SKUs.
- Proficient in building and delivering Best in Class 'story telling' presentations, as development and influence of material for retail buyers, utilizing prior-learned Category Management skills.
- Developed long-lasting business relationship with key C-Store customers, becoming the un-biased consultant for optimal category growth at review time.
- Analyzed consumer data to identify trends and inform product development initiatives.
- Coached and developed 100+ broker partners on how to utilize fact-based selling strategies and expert storytelling, to arm the team to influence retailers on Ferrero's new business.
- Collaborated with marketing teams to enhance brand positioning based on consumer behavior analysis.
- Presented actionable insights to senior leadership, influencing key business strategies and initiatives.
- Utilized advanced analytics tools to drive data-driven decision-making within the organization.
- Mentored junior team members in best practices for analyzing large datasets, enhancing overall analytical capabilities within the organization.
Category Director - Snacks, Candy, Cookies & Crackers
SOUTHEASTERN GROCERS
10.2015 - 03.2017
- Directly responsible for $500M in annual sales for SEG's business around Snacks, Candy, Cookies & Crackers, accomplished growth on: Sales by +2.8% and Profit $ by +1.5%, year 1.
- Managed all business development and promotional opportunities for the business with a primary focus on Salty Snacks, Cookies & Crackers. Developed Joint Business Plans with suppliers, geared towards AOP plans.
- Actively engaged in overseeing, from inception to in-store execution of Private Label Brands.
- Created, developed, and maintained prosperous relationships with national and own brand suppliers.
- Hired, coached and developed new and existing talent to build their knowledge in these categories, and also progress in their merchandising careers. Lead a team of 10 members in the Snacks, Candy, Cookies and Crackers BU.
Category Manager - Coffee, Tea, Shelf Stable Juice & Drink Mixers
SOUTHEASTERN GROCERS
07.2013 - 10.2015
- Directly responsible for over $250M in Sales and $85M in Profit of SEG's business within the assigned categories, resulting in growth of: Sales by +12% and Profit $ by 13.2%.
- Created, developed, and maintained a healthy and prosperous relationships with national, regional and Private Label suppliers across the world. Developed a high-quality, long-term vision for the Private Label Coffee business.
- Collaborated with key suppliers on promotional plans, relevant to seasonal, holiday and everyday consumption.
- Became intensely diverse in the sets I managed, understanding trends, culture, flavor profile and segmentation profiles by store and consumers' regions.
Assistant Category Manager - Dairy & Frozen Foods
SOUTHEASTERN GROCERS
01.2011 - 07.2013
- Responsible for the ongoing growth of a variety of Frozen Foods Categories for all SEG banners, by developing strategies to overcome the challenges of the business unit.
- Directly responsible for $150M of Frozen Food business and support to an additional $350M of business around Frozen Foods, resulting on Profit$ gains of +10%, driven by commodity management.
- Executed a plan to position Private Label Dairy & Frozen Foods as one of the most recognized in the market. Understanding shopper insights derived by loyalty card data, I was able to re-create PL positioning and quality, resulting on long term profit growth.
Education
B.A. - Business Administration - International Business Focus
Berkeley College
Midland Park, NJ06.2010
Skills
- Revenue growth
- Sales funnel management
- Pipeline development
- Sales process optimization
- Sales coaching
- Key account targeting
- Sales pipeline management
- Change management
- Sales quota management
- Sales presentations
- Client relationship management
- Sales strategy development
- Sales training and leadership
- Strategic account development
- Strategic planning
- Rapport and relationship building
- Decision-making
- National account management
Languages
Spanish
Native or Bilingual
Italian
Limited Working
Timeline
Director of Sales - Dollar/Value, Drug, Specialty, Discounters & Private Label
EVANS FOOD GROUP / MONARCA AUTHENTIC SNACKS
07.2024 - 09.2025
National Account Manager - Convenience & Drug Stores
SECOND NATURE BRANDS
01.2023 - 05.2024
National Account Manager - Convenience Stores
FERRERO USA
09.2019 - 01.2023
Field Category & Insights Manager - Convenience Stores Channel
FERRERO USA
09.2017 - 09.2019
Category Director - Snacks, Candy, Cookies & Crackers
SOUTHEASTERN GROCERS
10.2015 - 03.2017
Category Manager - Coffee, Tea, Shelf Stable Juice & Drink Mixers
SOUTHEASTERN GROCERS
07.2013 - 10.2015
Assistant Category Manager - Dairy & Frozen Foods
SOUTHEASTERN GROCERS
01.2011 - 07.2013
B.A. - Business Administration - International Business Focus
Berkeley College