Hi, I’m
RYAN CHRISTIANSEN
Sales and Trade Marketing Executive
McKinney,TEXAS
Summary
Dynamic professional with 27 years of experience in cultivating strong relationships within the Small Format Retail Channel. Expertise in delivering innovative solutions and enhancing product awareness through active listening and collaborative client engagement. Recognized as a visionary sales leader, adept in strategic planning, resource allocation, and product development, consistently driving impressive revenue growth across major retail accounts. Proven history in building new business and expanding existing partnerships within the consumer-packaged goods (CPG) industry, encompassing diverse sectors such as drug, dollar, DIY/hardware, sporting goods, convenience, and alternative retail markets.
Overview
27
years of professional experience
Work History
Mexilink, Inc./Tajin USA
Sales Channel Manager - Small Format
09.2021 - 09.2025
Job overview
- Managed nationwide account sales, negotiating contracts with customers, creating a product awareness strategy and sales metrics.
- Managed broker network for the entire small format division.
- Accelerated sales, marketing, and financial plans by over +35% each year and achieved all bonus incentives.
- Obtained new distribution at QuikTrip, Casey's, Kwik Trip, Buc-ee's, Rocket, DK/OXXO, CVS y Mas, CVS, and Walgreens.
- Developed strategic partnerships to enhance market presence and drive revenue growth.
- Analyzed sales data to identify trends and optimize channel performance.
- Conducted regular performance reviews of channel partners, providing actionable feedback for improvement.
- Negotiated contracts with key distributors, enhancing profitability and market reach.
- Developed strategic channel partnerships to expand market reach and enhance brand visibility.
- Executed comprehensive sales strategies, resulting in increased revenue across multiple distribution channels.
- Analyzed market trends to identify growth opportunities and optimize product placement within the channel.
- Cultivated and developed strategic partnerships to build assigned territory.
- Developed solid working knowledge of products to understand benefits to potential customers.
Self Employed
Independent Business/Sales Consultant
12.2014 - 05.2021
Job overview
- Responsible for all aspects of customer interactions. Including sales, customer service, marketing, market growth, and general customer satisfaction for existing and new business.
- Established sales protocols and procedures to improve sales interactions and vendor relationships.
- Led brand awareness efforts, enhancing social media presence and creating marketing materials with media teams.
- Developed new market entry strategies, playbooks across retail and foodservice channels, expanding customer base.
- Negotiated distributor contracts and executed product awareness strategies for Convenience, Drug, Auto Aftermarket channels and other Small Format Retail.
- Optimized broker networks to uphold the company's reputation for quality service.
- Grew organic sales at O'Reilly Auto Parts by 30% and secured new distribution at Walgreens, Tractor Supply, Love's, Speedway, 7-Eleven, QuikTrip, Kwik Trip, Casey's, and others.
- Scaled the full portfolio within the small format channel, securing multiple high-value accounts.
- Developed and executed go-to-market strategies, including brand development and broker management for the small format channel.
- Development of new product concepts tailored to the customer's needs.
- Secured revenue growth through initiative-taking sales, customer service, analytics, and relationship management for new and existing accounts.
- Developed and executed strategic sales plans to enhance client relationships and market positioning.
- Analyzed market trends to identify growth opportunities and optimize product offerings for clients.
Jack Link's Beef Jerky
National Sales Manager, Small Format/Alternative Channel
01.2006 - 12.2014
Job overview
- Promoted to provide turnaround leadership and generate sales, which were nonexistent.
- Produced results by providing vision, strategy and structure that the organization did not previously have.
- Implemented sales strategies to generate new accounts.
- Instrumental in growing sales from $65 million to over $1 billion in fifteen years.
- Achieved new account sales from $250,000 to $6 million in 8 years by focusing on larger opportunities while maintaining smaller growth accounts.
- Drove overall channel sales to over $125 million in 10 years.
- Increased profitability percentage for ten consecutive years.
- Managed broker network on a national level in the food service and retail segment.
- Developed the sales strategy to close large accounts while efficiently managing smaller accounts.
- Instituted budgeting and expense control processes that ensured accountability and enabled more accurate forecasting based on sound metrics.
- Cut overall sales expenses by using innovative technologies, relocating to a different geographical area to reduce travel and other costs.
- Developed and maintained sales, marketing, and financial plans.
- Directed national sales strategy to enhance market penetration and brand visibility.
- Collaborated with cross-functional teams to develop innovative promotional campaigns and product launches.
Jack Link's Beef Jerky
Sales Planning Manager
01.2002 - 01.2006
Job overview
- Promoted to lead and train sales teams while promoting product line to all accounts.
- Managed new product launch while implementing promotions and measuring P&L.
- Developed strategic sales forecasts to optimize inventory management and align production schedules.
- Analyzed market trends to inform pricing strategies and promotional activities for product launches.
- Collaborated with cross-functional teams to ensure alignment of sales initiatives and operational capabilities.
- Led training sessions for sales staff on effective planning tools and systems, enhancing team performance.
- Implemented process improvements that streamlined reporting functions, increasing accuracy of sales data analysis.
- Managed relationships with key stakeholders to support strategic planning and drive revenue growth initiatives.
- Increased sales revenue 35% by assisting sales reps and agents in developing unique sales solutions.
Jack Link's Beef Jerky
Trade/Consumer Marketing Manager
10.1998 - 01.2002
Job overview
- Created marketing material, managed the sales process, and trained new hires.
- Developed consumer marketing strategies to enhance brand visibility and engagement.
- Led cross-functional teams to execute integrated marketing campaigns across multiple channels.
- Analyzed market trends and consumer insights to inform product positioning and messaging.
- Collaborated with sales teams to optimize promotional activities and drive revenue growth.
- Managed budget allocation for marketing initiatives, ensuring alignment with strategic goals.
- Used syndicated data, broker reports, and local market economic factors to monitor competitive tracking.
- Created trade marketing strategies to communicate strategies to 150-member team.
- Managed and motivated team of 5 trade marketing executives.
Education
University of WisconsinWhitewater
Business Administrative Management Studies
Skills
- Strategic planning
- Sales team management
- Strategic account targeting
- Effective sales presentations
- Adobe Creative Suite proficiency
- Proficiency in Microsoft Office
- CRM software proficiency
- Competitive analysis and research
- Leadership in sales development
- Sales data analysis
- Sales revenue increase
- Effective relationship management
Personal Information
Title: SALES/TRADE MARKETING EXECUTIVE
Timeline
Sales Channel Manager - Small Format
Mexilink, Inc./Tajin USA
09.2021 - 09.2025
Independent Business/Sales Consultant
Self Employed
12.2014 - 05.2021
National Sales Manager, Small Format/Alternative Channel
Jack Link's Beef Jerky
01.2006 - 12.2014
Sales Planning Manager
Jack Link's Beef Jerky
01.2002 - 01.2006
Trade/Consumer Marketing Manager
Jack Link's Beef Jerky
10.1998 - 01.2002
University of Wisconsin
Business Administrative Management Studies