Sammy (Les) Radford
Youngsville,North Carolina
Summary
Senior sales and category insights leader with 30+ years in the Food & Beverage industry, delivering growth across Mass, Convenience, and DSD distribution networks. Proven track record launching high‑impact SKUs at Walmart and Sam’s Club, expanding distribution across major Convenience chains, and managing a 17‑state distributor network. Built Black Rifle Coffee’s Category Insights platform and led the RTD transition from broker to DSD, strengthening execution and distributor alignment. Recognized for developing strategic partnerships with retailers, distributors, and cross‑functional teams, and for driving measurable results through data‑driven strategy, operational excellence, and flawless execution in competitive categories.
Overview
32
32
years of professional experience
1
1
Certification
Work History
Sr Manager Sales and Distribution
Black Rifle Coffee Company
Northeast, US
05.2025 - Current
- Currently leading sales and distribution strategy across 17 Northeastern states, overseeing a network of 100 independent distributors responsible for delivering Black Rifle Coffee and Black Rifle Energy to retail partners.
- Drove market expansion by developing distribution plans, setting territory priorities, and ensuring consistent execution across DSD partners, wholesalers, and regional distributors.
- Built strong relationships with distributor owners, sales managers, and field teams to improve route coverage, increase product availability, and accelerate new item placement.
- Provided sales leadership, performance coaching, and business reviews to distributor partners, ensuring alignment with brand goals, pricing strategy, and promotional execution.
- Collaborated with internal teams—including Sales, Marketing, Supply Chain, and Category Management—to support product launches, forecast demand, and resolve operational challenges.
- Monitored distribution performance using POD, velocity, and ACV metrics to identify growth opportunities and strengthen market penetration.
- Negotiated distribution agreements, managed trade spend, and ensured compliance with brand standards across all markets.
- Represented the brand at regional distributor meetings, trade shows, and retail events to build visibility and strengthen partnerships.
- Played a key role in expanding the presence of Black Rifle Coffee and Energy throughout the Northeast, driving increased distribution, improved retail execution, and sustained sales growth.
Key Account Manager
Black Rifle Coffee Company
Northeast US
05.2025 - Current
- In addition to managing sales, distribution, and market execution across the Northeast US.
- I also Serve as Key Account Manager for major Convenience customers including Circle K (Coastal and Southeast BUs) and all members of the Southeastern Petroleum Association, such as Handee Hugo’s, Family Fare, Minute Man, Duck Thru, and Sam’s Mart.
- Lead customer‑specific business planning, including pricing, promotional strategy, assortment recommendations, and distribution expansion.
- Built strong relationships with buyers, category managers, and field leadership to secure new placements, improve shelf execution, and strengthen long‑term partnerships.
- Collaborated with distributor partners to ensure alignment on routing, inventory, merchandising standards, and execution of customer programs.
- Utilized category analytics and market insights to identify growth opportunities, optimize product mix, and drive improved performance across Convenience channels.
- Supported cross‑functional teams—including Sales, Marketing, Supply Chain, and Finance—to ensure seamless execution of resets, new item launches, and promotional initiatives.
Strategic Partnerships Manager
Black Rifle Coffee Company
US
01.2025 - 05.2025
- Served as the primary liaison between Black Rifle Energy and Keurig Dr Pepper, ensuring seamless alignment across brand strategy, commercialization, and execution.
- Facilitated and coordinated all aspects of the Black Rifle Energy brand launch, partnering with cross‑functional teams including Sales, Marketing, Supply Chain, Finance, and Category Management.
- Led joint planning sessions to define launch timelines, product strategy, distribution priorities, and promotional execution across key retail channels.
- Managed communication flow between both organizations, ensuring clarity on objectives, deliverables, and performance expectations.
- Oversaw project milestones from concept to shelf, resolving operational challenges and maintaining alignment with customer requirements and internal capabilities.
- Supported sales teams with launch materials, category insights, and customer‑specific strategies to accelerate distribution and velocity.
- Monitored early‑stage performance, identifying opportunities to optimize pricing, assortment, and promotional strategy to strengthen brand traction.
- Built strong, trust‑based relationships with stakeholders at both companies, fostering collaboration and ensuring a unified approach to brand growth.
Key Account Manager Walmart, Sam's Club
Black Rifle Coffee Company
US, HI
10.2023 - 12.2024
- Managed the full business relationship with Walmart and Sam’s Club, overseeing sales strategy, category development, promotional planning, and execution for the RTD Coffee and Energy portfolio.
- Led cross‑functional collaboration with Supply Chain, Marketing, Finance, and Category Management to ensure flawless execution of item launches, resets, and promotional programs.
- Utilized category analytics, shopper insights, and competitive intelligence to drive assortment recommendations, optimize shelf presence, and strengthen joint business planning.
- Oversaw forecasting, budgeting, and trade spend management to maximize ROI and support sustainable growth across both Mass channels.
- Built strong relationships with buyers, category managers, and merchandising teams to secure distribution gains and enhance brand visibility.
- Facilitated the transition from a broker model to a Direct‑Store‑Delivery (DSD) structure, partnering with a Vendor‑Managed Partner to align distributors to store‑level item assignments and improve execution accuracy.
- Managed all distributor transitions, ensuring seamless onboarding, territory alignment, and operational continuity across Walmart and Sam’s Club locations.
Mgr Category Insights, Strategy and Merchandising
Black Rifle Coffee Company
US
09.2022 - 09.2023
- Recruited to build the Category Insights platform from the ground up, establishing the analytical foundation needed to support Black Rifle Coffee’s rapid expansion in the RTD Coffee and Energy categories.
- Developed and delivered category strategy, shopper insights, and merchandising solutions to guide decision‑making across Sales, Marketing, and Executive Leadership.
- Played a key strategic role in the brand’s transition from a broker‑managed model to a Direct‑Store‑Delivery (DSD) system, ensuring data, insights, and merchandising standards supported the new route‑to‑market.
- Led the creation of customer‑specific category stories, business reviews, and growth strategies to support national and regional retail partners.
- Collaborated cross‑functionally with Sales, Supply Chain, Finance, and Marketing to support new item launches, promotional planning, and shelf optimization.
- Designed merchandising standards, planogram recommendations, and retail execution guidelines to improve brand visibility and drive velocity across channels.
Budget Controller
Pepsi Bottling Ventures
Raleigh, North Carolina, NC
09.2018 - 09.2022
- Reviewed and analyzed monthly budget variance and trends.
- Identified opportunities to realign cost centers to budget.
- Established metrics and benchmarks to measure progress and success.
- Utilized project management skills to prioritize and implement system, tool, process and other initiatives.
- Oversaw accounts payable and receivable operations for Merchandising Equipment with $2,000,000 in yearly expenses.
- Reviewed documents and data to give accurate presentations and forecasts to upper management.
Procurement Specialist
Pepsi Bottling Ventures
Raleigh, NC
09.2018 - 09.2022
- Maintained ongoing communication with suppliers to promote workflow and respond to inquiries.
- Maintained effective and lasting vendor relationships through dynamic communication, collaboration and intelligent questioning skills.
- Carefully read and interpreted requisition orders to understand specialized terms and requirements.
- Procured critical parts and assemblies to develop and coordinate sourcing requirements.
- Researched new vendors and partners to obtain most cost-effective pricing for goods.
- Identified new and more cost-effective suppliers through participation in industry networking events, purchasing advantageous packages and cutting costs.
- Oversaw inventory control, accounting and supply reports.
Category Space Analyst
Pepsi Bottling Ventures LLC
Raleigh, NC
09.2018 - 09.2022
- Formulated business recommendations and alternative solutions based on statistical data.
- Supported business partners in vendor negotiations and cost increase justifications.
- Built partnerships with assigned retailers and buyers through presentation of market trends and shopper data.
- Monitored market to capitalize on latest trends.
- Identified and reported key performance indicators to define successful category management.
- Incorporated suggested changes to Plan-o-grams and Product placement to drive sales.
- Fostered positive work atmosphere by acting and communicating collaboratively with customers.
- Created documentation outlining research findings for use by project managers, customers and other marketing staff to make accurate decisions about future plans.
Customer Reset Manager
Pepsi Bottling Ventures
Raleigh, North Carolina, NC
10.2012 - 09.2018
- Managed reset team, across 17 Pepsi regions, from Maryland to South Carolina.
- Responsible for implementing yearly changes to Customer Cold Vault sets
Sales Manager
Pepsi Bottling Ventures
Garner, NC
05.2001 - 10.2012
- Handled customer relations issues, enabling quick resolution and client satisfaction.
- Maintained relationships with customers and found new ones by identifying needs and offering appropriate services.
- Coached employees in successful selling methods and encouraged cross-selling to drive revenue.
- Identified, hired and trained highly-qualified staff by teaching best practices, procedures and sales strategies.
- Held weekly meetings with Customer Reps to identify techniques to overcome sales obstacles.
Territory Coordinator
Pepsi Bottling Ventures
Rocky Mount, NC
06.1999 - 05.2001
- Built strong relationships with clients by following up on previous purchases and suggesting new products.
- Supervised site investigations, reported issues and escalated those that required further assistance.
- Reduced workflow inconsistencies by recruiting and hiring capable staff members.
- Communicated best practices among on-site and external personnel to align efforts and goals.
- Developed and implemented productivity initiatives, in addition to coordinating itinerary and scheduling appointments.
Sales Representative
Pepsi Bottling Ventures
Rocky Mount, NC
09.1994 - 06.1999
- Increased sales by offering advice on purchases and promoting additional products.
- Achieved monthly sales goals by promoting product benefits and enrolling new clients.
- Retained excellent client satisfaction ratings through outstanding service delivery.
- Trained and mentored new sales representatives.
Education
Bachelor of Science - Computer Information Systems
North Carolina Wesleyan College
Rocky Mount, NCNo Degree - Independent Study Sales And Marketing
Wake Technical Community College
Raleigh, NCHigh School Diploma -
Northern Nash High School
Rocky Mount, NC05-1987
Skills
- Customer Accounts Management
- Industry Trends
- Standardized Methodologies
- Organizational Systems
- Consultative Selling Techniques
- Data Mining Software
- Supplier Review
- Data Visualization
- Customer Demographics
- Strategic Networking
- Category Management
- Computer Proficiency
Accomplishments
Senior sales and category insights leader with 30+ years in the Food & Beverage industry, driving growth across Mass, Convenience, and DSD distribution networks. Proven success launching high‑impact SKUs at Walmart and Sam’s Club, expanding distribution across major Convenience chains, and managing a 17‑state distributor network. Known for building Black Rifle Coffee’s Category Insights platform, leading the RTD transition from broker to DSD, and strengthening strategic partnerships with retailers, distributors, and cross‑functional teams. Recognized for data‑driven strategy, flawless execution, and delivering measurable results in competitive categories.
Certification
JDA certified space analyst. Versed in Space Planning software with 10 years experience.
Timeline
Sr Manager Sales and Distribution
Black Rifle Coffee Company
05.2025 - Current
Key Account Manager
Black Rifle Coffee Company
05.2025 - Current
Strategic Partnerships Manager
Black Rifle Coffee Company
01.2025 - 05.2025
Key Account Manager Walmart, Sam's Club
Black Rifle Coffee Company
10.2023 - 12.2024
Mgr Category Insights, Strategy and Merchandising
Black Rifle Coffee Company
09.2022 - 09.2023
Budget Controller
Pepsi Bottling Ventures
09.2018 - 09.2022
Procurement Specialist
Pepsi Bottling Ventures
09.2018 - 09.2022
Category Space Analyst
Pepsi Bottling Ventures LLC
09.2018 - 09.2022
Customer Reset Manager
Pepsi Bottling Ventures
10.2012 - 09.2018
Sales Manager
Pepsi Bottling Ventures
05.2001 - 10.2012
Territory Coordinator
Pepsi Bottling Ventures
06.1999 - 05.2001
Sales Representative
Pepsi Bottling Ventures
09.1994 - 06.1999
Bachelor of Science - Computer Information Systems
North Carolina Wesleyan College
No Degree - Independent Study Sales And Marketing
Wake Technical Community College
High School Diploma -
Northern Nash High School