Summary
Overview
Work History
Education
Skills
Professional Development
Other
Hobbies And Interests
Timeline
Generic
Orlando Medina

Orlando Medina

O
New Braunfels,Texas

Summary

  • Over 37 years of experience within the Consumer Package Goods Industry encompassing retail sales and corporate planning. Successfully managing established units as large as $112M in annual revenue, growing them by building relationships and creating strategic plans with respective tactics.
  • Sales Forecasting
  • P&L Management
  • Client relationships
  • Operations
  • Executive Negotiations
  • Annual Operating Plans
  • Marketing Analytics
  • Business Restructuring
  • Consumer Marketing

Overview

40
40
years of professional experience

Work History

Sales Representative

Kraft Foods, El Paso, Texas
01.1986
  • Responsible for in-store shelving, merchandising, pricing and distribution
  • Earned Vice President’s award for sales, distribution and cases on display above and beyond plan.

Customer Business Leader HEB Team

Kraft Heinz Company-San Antonio, TX
07.2015 - Current
  • Responsible for developing and implementing strategic annual business plans
  • Focus on Customer specific category plans across six Oscar Mayer/Claussen categories to drive profitable growth and revenue for H-E-B and Kraft Heinz
  • Manage an annual trade budget exceeding 22.1MM
  • Functional linkage with Headquarter Marketing, Finance and Brand Teams to execute strategic priorities: develop Customer specific programs and deliver consistent business results
  • Develop tracks, analyzes, evaluates and develops business plans based on Business Unit, customer strategies/initiatives and external factors
  • Build Kraft Heinz business with customer measured by profitability achievement, share gains, revenue targets, special programs, new and core item introductions/distribution
  • Understand and utilizes insight information applications, both internal and external (competition), to build total customer profits
  • Tailor programs consistent with customer’s strategy that deliver superior results and aligns with the business sectors’ expectations
  • Total annual gross revenue responsibility is $115MM in direct calls on 3 HEB Business Development Managers
  • Winner of the 2015 Oscar Mayer Mike Zunick Award.

Business Account Manager

CROSSMARK
02.2020 - 04.2021
  • Coordinate with Customer Managers to develop and execute business plans
  • Build and manage strategic plans for respective retailers/wholesalers
  • Align on strategy and plan with Region Broker Managers, Identify Opportunities and threats
  • Feed CM’s w/ planning analytics to support Cat/Line reviews, NI presentations, etc
  • Effective trade fund management and visibility
  • Align w/Insights lead and be guided by insights specific to Category/Brand, Consumer/Shopper, Channel/Retail dimensions
  • Work with syndicated/other data sources to both manage and inform strategic and tactical trade plans
  • Ad-hoc financial and data analysis, including pre/post event analysis
  • Develop Customer level distribution and merchandising targets with supporting insights and merchandising activation plans for each key initiative
  • Attend Customer Sales Calls with the Customer Manager Team where appropriate
  • Ensure Client’s Plans are Built and maintained in CROSSVIEW and the Client’s Trade Planning System.

Regional Business Manager

Hain Celestial
05.2017 - 06.2019
  • Defines specific strategic business objectives to maximize sales, share growth and enhanced profitability for assigned brand portfolio
  • Leads the development of Customer/ Market/Category/Brand strategies, objectives and tactics
  • Effectively manages both volume and spending to deliver the brand objectives
  • Maximize shopper marketing funds to develop customer specific merchandising options in conjunction with brand strategies and objectives
  • Track and evaluate sales performance against volume, share, promotions, new items and spending objectives
  • Develop Hain Celestial brand portfolios in line with distribution, pricing, merchandising and shelving objectives established for each brand
  • Manage broker relationships and direct projects to improve volume and distribution
  • Provide direction to the Sr
  • Category Manager and Replenishment Director.

Customer Business Leader HEB Team

Kraft Foods-San Antonio, TX
07.2012 - 01.2015
  • Responsible for 112MM in revenue, Closed 2015 +5.6% vs PY
  • Develop, tracks, analyzes, evaluates and develops business plans based on Business Unit, customer strategies/initiatives and external factors
  • Build Kraft business with customer measured by profitability achievement, share gains, revenue targets, special programs, new and core item introductions/distribution
  • Understand and utilizes insight information applications, both internal and external (competition), to build total customer profits
  • Tailor programs consistent with customer’s strategy that deliver superior results and aligns with the business sectors’ expectations.

Customer Business Development Manager- San Antonio, TX

Kraft Foods- San Antonio, TX
11.2004 - 01.2012
  • Responsible for $100 M in Sales
  • Role-establish business building programs with the goal to deliver the annual revenue goals for total grocery categories
  • Achieved 6 years of growth vs py with increased revenue responsibility from $68.1M to $100.0M
  • Turned around the Planter’s Nut business around thru base building initiatives, +11% in revenue vs PY
  • Successfully launched Tassimo Single Serve Brew system to the top two grocery chains in the nation
  • Established 15 tie0in events on average each year with Wine and Beer companies.

Category Sales Planner – KCD – Glenview, IL

Kraft Foods, Glenview, IL
10.2003 - 01.2004
  • National Planner on Polly-O Italian cheese (35.6 MM lbs, 80.5M in Revenue) & Cultured
  • Ended Q4’03 volume (lbs) +16% vs
  • PY, +17% in Revenue
  • Managing $17MM in Trade Funding
  • Primary communication linkage for Division/Category to Field Sales
  • Develop annual category volume and trade spending for the nation
  • Link division strategies and objectives with region via 6-month planning process
  • Communicate and distribute all region approved working trade funds
  • Manage trade dollars and incremental Fund Request process against category budget/plan
  • Utilize HQ tools, resources to analyze trade spending effectiveness
  • Monitor region level programs in collaboration with Brand group and Region Cat Planners
  • Interacts with members of the following departments to maximize brand results, Category Sales
  • Management (CSPM, Director), Marketing Brand Groups, Finance, MID and Sales Information Group, Operations-Asset Management, External vendors-information sources.

Sr. National Account Manager – Irving, Texas

Kraft Foods, Irving, Texas
01.2000 - 01.2003
  • Optimized the new centralized Fleming and Kmart structure
  • Responsible for managing over $100 Million dollars of Kraft business (Oscar Mayer/BOCA/Fresh Made Creations
  • Achieved greater share of the business vs
  • Competition
  • Contributed in the development and execution of a “Preferred Vendor” agreement with Fleming
  • Streamlined the process of getting new items shipped into every Fleming Division within 1st week of availability
  • Managed Business Analyst team through process development and quarterly goal setting to achieve deduction balances
  • Managed the analysis of business opportunities on a quarterly, 6-month and yearly basis
  • Establish a business climate that is mutually beneficial to the strategic plan for both Kraft and the customer
  • Communicate accounts promotion decisions to sales force and management teas
  • Earned the Kraft Foods Sales Leadership Diamond (2001) for critical input into building new structure in support of customer centralization.

National Accounts Manager – Grocery/Refrigerated/Meat Division

Kraft Foods, Oklahoma City, Oklahoma
01.1998 - 01.2000
  • Responsible for developing and communicating national programs that fit customer philosophies and communicating incremental overlay programs for national wholesale team
  • Keep account informed of our procedures and policies in place for taking cost out of the system.

National Customer Sales Planner – Oscar Mayer Lunchables & Claussen

Kraft Foods, Madison, Wisconsin
01.1996 - 01.1998
  • Responsible for tracking, analyzing, evaluating area business plans
  • Develop area-level trade programs for assigned product categories
  • Allocated/administered area volume and trade promotion spending levels
  • ($40 million)
  • 1996 earned Oscar Mayer Achievement Award for achieving Trifecta performance against Claussen
  • Achieved and exceeded goals in Profit, Sales and Share
  • 1997 earned Oscar Mayer Achievement Award for Lunchables performance in new product development and speed to market
  • Results lead to Oscar Mayer Lunchables Volume, Profit and Share dominance in the refrigerated lunch combination category
  • Earned the Kraft Foods Sales Leadership Diamond Ring for excellence in execution and outstanding sales performance
  • Earned the ABCD Award (1999) for efforts Above and Beyond the Call of Duty for work on CAN deposits, which resulted in the success of Burgers and Hot Dogs Lunchables.

Customer Business Manager – Grocery/Refrigerated/Meat Division

Kraft Foods, Oklahoma City, Oklahoma
01.1994 - 01.1996
  • Responsible for building and maintaining positive customer relationships
  • Lead and directed customer business team’s account and retail selling activities
  • Achieved volume goals
  • Developed and promoted two members of my team into jobs of increased responsibilities.

Region Category Planner – Grocery Division

Kraft General Foods, Kansas City, Kansas
01.1993 - 01.1994
  • Responsible for tracking, analyzing, evaluating and developing business plans for customer business teams
  • Developed regional trade programs for assigned product categories
  • Developed region communication template
  • 2 years of increased profits and productivity
  • Earned the “Teaming for the Gold” award for Hawaii Trip.

Sales Manager – Retail Operations

Kraft General Foods, Kansas City, Kansas
01.1992 - 01.1993
  • Responsible for leading and directing retail selling teams regarding shelving, promotions and merchandising.

Sr. Account Executive – Refrigerated Products Division

Kraft General Foods, San Antonio
01.1991 - 01.1992
  • Responsible for account-level selling/influencing, pricing, promotions, distribution and shelving responsibilities
  • Developed 6-month performance-based incentive program
  • Increased sales by 15% over PY
  • Earned Account Management Award for stepping outside the box to business that drove results +15% over Prior Year.

Account Executive – Grocery Products Division

Kraft Foods, Oklahoma City, Oklahoma
01.1989 - 01.1990
  • Responsible for account-level selling/influencing, pricing, promotions, distribution and shelving responsibility
  • Increased profitable volume by 22% over PY and authorizations by 26%
  • Earned Account Management Award for increased profits through customer development.

Account Manager – Grocery Products Division

Kraft Foods, Oklahoma City, Oklahoma
01.1987 - 01.1989
  • Responsible for account-level selling/influencing, pricing, promotions, distribution and shelving
  • Exceeded sales over PY by 22%.

Sales Service Representative

Kraft Foods, El Paso, Texas
01.1984 - 01.1985
  • Responsible for assisting sales representatives with in-store shelving, merchandising, pricing and distribution.

Education

Skills

  • Business Development
  • Product and Service Knowledge
  • Staff Training
  • B2B Sales
  • Market Research
  • Marketing Strategy
  • Trade Marketing
  • Category Insights
  • Category Planning
  • Change & process management
  • Sales management
  • Negotiations
  • Deduction Management

Professional Development

  • Wide variety of training and seminars including Leadership, Personal Relationships, Meat 101 – University of Wisconsin, Gender Sensitivity, STEPS, Broadening Retail Horizons, Power of Differences, Negotiations.
  • Computer systems – Excel, Power Point, Word, Sharp, AC Nielsen, Genesis, KOSTARS, Internet and Intranet, SAP.

Other

  • Chair ~ Kraft Foods Hispanic & Asian Diversity Sales Council, Sales and Customer Service Member ~ Kraft Foods Diversity Steering Committee for Kraft Foods North American
  • Assistant Coach of daughter’s Fast Pitch Softball Team
  • Junior Achievement Volunteer
  • Habitat for Humanity Volunteer
  • San Antonio Food Bank Volunteer
  • Mentor of several Kraft Employees
  • 2015 Presidents Club Winner
  • 2015 Oscar Mayer Mike Zunick Award
  • CrossFit Masters Athlete

Hobbies And Interests

  • CrossFit
  • Healthy cooking
  • Home improvement projects
  • Outdoors activities
  • Traveling

Timeline

Business Account Manager

CROSSMARK
02.2020 - 04.2021

Regional Business Manager

Hain Celestial
05.2017 - 06.2019

Customer Business Leader HEB Team

Kraft Heinz Company-San Antonio, TX
07.2015 - Current

Customer Business Leader HEB Team

Kraft Foods-San Antonio, TX
07.2012 - 01.2015

Customer Business Development Manager- San Antonio, TX

Kraft Foods- San Antonio, TX
11.2004 - 01.2012

Category Sales Planner – KCD – Glenview, IL

Kraft Foods, Glenview, IL
10.2003 - 01.2004

Sr. National Account Manager – Irving, Texas

Kraft Foods, Irving, Texas
01.2000 - 01.2003

National Accounts Manager – Grocery/Refrigerated/Meat Division

Kraft Foods, Oklahoma City, Oklahoma
01.1998 - 01.2000

National Customer Sales Planner – Oscar Mayer Lunchables & Claussen

Kraft Foods, Madison, Wisconsin
01.1996 - 01.1998

Customer Business Manager – Grocery/Refrigerated/Meat Division

Kraft Foods, Oklahoma City, Oklahoma
01.1994 - 01.1996

Region Category Planner – Grocery Division

Kraft General Foods, Kansas City, Kansas
01.1993 - 01.1994

Sales Manager – Retail Operations

Kraft General Foods, Kansas City, Kansas
01.1992 - 01.1993

Sr. Account Executive – Refrigerated Products Division

Kraft General Foods, San Antonio
01.1991 - 01.1992

Account Executive – Grocery Products Division

Kraft Foods, Oklahoma City, Oklahoma
01.1989 - 01.1990

Account Manager – Grocery Products Division

Kraft Foods, Oklahoma City, Oklahoma
01.1987 - 01.1989

Sales Representative

Kraft Foods, El Paso, Texas
01.1986

Sales Service Representative

Kraft Foods, El Paso, Texas
01.1984 - 01.1985

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