Robert Schoeller
Orange County,CA
Summary
Accomplished sales executive with over 20 years of experience driving growth across national retail and direct store distribution (DSD) channels. Proven ability to grow market share, strengthen sales organizations, and execute strategies for powerhouse consumer brands including Coca-Cola, Keurig Dr Pepper, and Monster Energy. Skilled in leading high-impact teams, executing AMPS strategies, leveraging IRI analytics, and managing large-scale P&L operations. Demonstrates collaborative leadership, retail strategy development, and cross-functional execution across sales, supply chain, and marketing. Brings deep expertise in category dynamics and a strong record of delivering results in fast-paced, complex environments. Committed to building performance-driven cultures that prioritize execution, accountability, and sustainable growth.
Overview
34
34
years of professional experience
1
1
Certification
Work History
Regional Sales Manager
Closet World
Las Vegas, NV
03.2025 - Current
- Leading regional sales operations across California and Las Vegas markets while keeping a 93.75% close rate in 06/2025.
- Directing senior sales managers and sales teams to consistently exceed revenue targets through performance coaching.
- Overseeing entire sales cycles from lead generation through contract finalization, streamlining all operational procedures.
- Implementing sales strategies tailored to market trends, competitive shifts, and performance insights for maximum growth.
- Conducting daily, weekly, and monthly revenue forecasts to guide decisions and adjust execution priorities with precision.
- Collaborating with executive leadership to develop standards, unify culture, and strengthen accountability across all levels.
- Participating in budget planning and analyzing P&L statements to optimize spending, margins, and profitability outcomes.
- Integrating feedback from marketing and operations to support demand planning, territory growth, and channel execution.
Consultant, Head of Sales & Distribution
Fleetwood Fibre Packaging & Graphics
01.2019 - 01.2024
- Created and executed integrated sales and operations plans aligned with business goals and cross-departmental objectives.
- Expanded market reach in the food and beverage industry, driving growth and contributing to strong revenue diversification.
- Led cross-functional work streams across North America to document and scale best practices across sales and operations.
- Unified procurement, planning, and inventory functions to increase visibility and streamline collaboration across departments.
- Directed sales, marketing, and operational teams in launching customer-focused initiatives that accelerated brand loyalty.
- Worked with executives to align distribution strategy with customer demand, packaging trends, and inventory constraints.
- Facilitated transformation through improved planning cadence, performance tracking, and staff development workshops.
- Championed customer-first sales approach by restructuring account management to improve responsiveness and retention.
Partner, Vice President of Sales & Customer Development
Packaging Resource Group
01.2017 - 01.2019
- Led transformation by aligning sales, marketing, operations, and manufacturing around unified growth and service strategies.
- Delivered 33% annual revenue increase by driving performance accountability and building cross-functional sales processes.
- Built strategic partnerships that positioned the company as a preferred supplier in the competitive retail packaging market.
- Directed national account acquisition efforts, expanding brand presence across key retail chains and distribution platforms.
- Established frameworks for customer development teams, driving higher retention, engagement, and contract renewal rates.
- Introduced performance dashboards to measure team productivity and forecasting accuracy across business departments.
- Negotiated stable pricing structures and service-level agreements, improving margins while securing multi-year commitments.
Market Unit Vice President, Sales & Operations
The Coca-Cola Company
Las Vegas, NV
01.2010 - 01.2015
- Managed a large team of 990 employees, 10 direct reports, and 7 Sales and Distribution Centers across California/Las Vegas.
- Achieved total revenue of $386 million dollars, 45 million cases, across 28,000 square miles, primarily through DSD.
- Held accountable for a $72 million OPEX budget, focusing on KPI’s, OE metrics, training, processes, and technology.
- Streamlined operations and increased efficiency across a base of more than 18,000 customers in all business channels.
- Achieved operating income of $49 million by improving sales, delivery, warehousing, and merchandising processes.
- Collaborated with cross-functional teams to find revenue growth, improve operations, and develop sales plans.
- Developed and mentored sales and operations teams to align with mission and elevate execution company-wide.
Vice President, Sales & Operations
A Cone Zone, Inc.
01.2015 - 01.2017
General Manager /Sales Center Manager
Coca-Cola Refreshments
Rancho Cucamonga, CA
01.2005 - 01.2010
Senior Sales / Distribution Manager, Division Key Account Executive, Sales Manager, District Manager, Account Manager
Coca-Cola Enterprises / Coca-Cola Refreshments
01.1992 - 01.2005
Education
U.S. Management Acceleration Program - undefined
Skills
- Strategic Sales Planning & Execution
- Sales Operations Infrastructure & Process Scalability
- Cross-Functional Leadership & Trade Development
- Team Development & Succession Planning
- P&L Management & Budget Ownership
- DSD, Club, Value, and National Channel Sales
- Joint Business Planning & Customer Collaboration
- Forecasting, Reporting & Performance Analytics
- Go-to-Market Design & Category Toolkit Development
- Supplier & Buyer Relationship Management
- Operational Efficiency & Cost Optimization
- Talent Coaching & Field Sales Enablement
Certification
- Certified in Operational Excellence – Finance for Success
- Certification in Creative, Situational, and Transformational Leadership
- Certification in Public Speaking and Presentations – Speakeasy, Inc. – Dale Carnegie
- Certifications in Negotiating for Value, Connecting with Customers, & Collaborating for Value – Center for Creative Leadership
- Certifications in Unleash the Power Within & Business Mastery / Life Mastery – Tony Robbins
- Leadership & Management Programs
- U.S. Management Acceleration Program – The Complete Manager, Cornell University
Selected Accomplishments
- Turned Around a Key Market Unit: Led the Central California/Las Vegas Market Unit to #1 and #2 national rankings for Coca-Cola’s “Best of the Best” initiative, driving 29% new business growth and achieving top regional performance for 4 years.
- Exceeded Forecasted Growth with New Strategy: Achieved 113% of projected performance by developing a new go-to-market segmentation and strategy, resulting in stronger commercial execution and accelerated sales momentum.
- Reduced Costs While Increasing Efficiency: Piloted several North America-wide projects across sales, delivery, merchandising, and warehouse teams, generating $3.1 million in cost and efficiency savings while improving customer satisfaction.
- Transformed Culture and Leadership Pipeline: Revamped team culture during a large-scale vertical integration, transitioning 50% of Field Sales leadership into new roles and increasing staff diversity by 34%, while maintaining top-decile performance.
- Closed Landmark Fortune 500 Contract: Secured a $60 million multi-year agreement with a Fortune 500 client by aligning packaging solutions with industry-specific requirements, expanding market share within the food and beverage sector.
Personal Information
Title: Regional Sales Manager
Timeline
Regional Sales Manager - Closet World
03.2025 - Current
Consultant, Head of Sales & Distribution - Fleetwood Fibre Packaging & Graphics
01.2019 - 01.2024
Partner, Vice President of Sales & Customer Development - Packaging Resource Group
01.2017 - 01.2019
Vice President, Sales & Operations - A Cone Zone, Inc.
01.2015 - 01.2017
Market Unit Vice President, Sales & Operations - The Coca-Cola Company
01.2010 - 01.2015
General Manager /Sales Center Manager - Coca-Cola Refreshments
01.2005 - 01.2010
Senior Sales / Distribution Manager, Division Key Account Executive, Sales Manager, District Manager, Account Manager - Coca-Cola Enterprises / Coca-Cola Refreshments
01.1992 - 01.2005
Cornell University - U.S. Management Acceleration Program,