Chris Robbins
2173 Brinker Street | Chanhassen | MN |
Summary
Extensive experience in leading diverse teams, while developing impactful, data-driven initiatives. Expert in data analysis with a proven ability to translate complex business challenges into actionable strategies. Strong focus on consumer insights, with a consistent track record of achieving sales targets, while aligning with brand strategies. Skilled at leveraging analytical tools and resources to drive sustainable, long-term growth. Known for building strong partnerships with key customers through creativity and strategic thinking. Demonstrate deep cross-functional expertise across Finance, Supply Chain, Retail, Marketing, and Category Development, with a proven ability to foster collaboration, improve operational efficiency, and capitalize on business opportunities.
Overview
24
24
years of professional experience
Work History
Senior Director of Sales (Total U.S)
TopGum / Gummiceuticals
Sderot, Israel (HQ) - Minneapolis, MN
01.2024 - 05.2025
- Formulate comprehensive business plan strategies in collaboration with cross-functional teams to successfully achieve customer and corporate objectives
- Extensive examination and review of Key Consumer contacts and Review Schedules
- Facilitate and lead Customer Top-to-Top meetings
- Identify, review, and direct broker partners by selecting qualified candidates, administering evaluations, and overseeing performance to maintain adherence to company benchmarks and targets
- Participation in national tradeshows and in-store events, including new store openings
- Develop and implement strategic plans for the advancement and deployment of the organization's Data Platform, leveraging the collaborative efforts with Nielsen and Byzzer
National Sales Manager – (Target & Grocery)
SCNBestco (Santa Cruz Nutritionals & Bestco)
Minneapolis, MN
01.2019 - 12.2023
- Formulate and execute business plans tailored to specific customer needs, partnering cross-functionally to achieve strategic objectives within set budgets
- Deliver direct leadership, training, and management initiatives tailored for Broker Partners
- Enhancing market presence and reinforcing partnerships through the development and implementation of innovative business growth strategies with retailers; successful launch of 17 product lines at Mejier
- Revenue, brand, partnership, and portfolio expansion through the management of Customer Business Awards by overseeing established and emerging accounts to ensure optimal performance
- Successful retention of all 17 customer products offered at Albertsons with additional new items launch resulting in expansion of the product offerings meeting consumer demand
- Retaining 20 customer products at Kroger and expansion of portfolio with the introduction of 5 new innovative items catered to emerging market trends and customer preferences
- Regular and structured communication with Corporate through compiling key information, preparing detailed reports, and executing strategic discussions including comprehensive volume forecasting to anticipate future needs and aligning resources effectively
- Negotiations and management of all aspects related to Private Label carried out with the customer, focusing on price adjustments spanning multiple brands. Detailed discussions and analyses to implement necessary revisions to brand packaging, ensuring alignment with customer expectations while preserving brand integrity. Continual emphasis on minimizing conversion fees by exploring and applying cost-effective strategies to optimize profitability and enhance overall operational efficiency
SALES Ambassador – (Target / Supervalu / BJs Wholesale / HEB / Family Dollar)
FIRST QUALITY
Minneapolis, MN
09.2014 - 01.2019
- Robust and strategic initiative implementation, advancing profitable volume of $189 million effectively by adhering to the established budget parameters and best practices to ensure financial success and sustainable growth
- Driving the success of Broker Partnerships with ongoing oversight and strategic management that inspires growth and innovation
- Collaborate cross-functionally to develop specific business plans that align with both customer and corporate objectives, ensuring adherence to budgetary constraints
- Dynamic management of Sales Controllables, actively shaping strategies for Assortment, Pricing, Shelving, and Merchandising initiatives to drive success and enhance customer experience
- Drive impactful communications with Corporate leading the way in volume forecasting initiatives to ensure strategic alignment and success
- Awarded Target’s Vendor of the Year Award, demonstrating outstanding performance and excellence
National Account Manager (Total U.S)
ARYZTA
Minneapolis, MN
10.2013 - 08.2014
- Generation of profitable volumes through diverse portfolios by optimizing sales processes and enhancing efficiency across brands to match the evolving needs of the customer
- $6 million profitable sale volume achieved for the newly launched pizza business at Target as a result of the restructuring of business initiatives per strong market demand
- Deliver specialized coaching, training and management for six Broker Partners directly enhancing performance to achieve measurable results
- Manage all aspects of sales control, including product assortment, pricing strategies, shelving organization, and merchandising execution
Heinz Region Sales Manager (Supervalu)
H.J. Heinz
Minneapolis, MN
08.2011 - 08.2013
- Oversee the execution and delivery of profitable volume for Heinz Frozen and Heinz Dry portfolios
- Drive volume growth by managing $17 million in Trade Funds with zero-balance accountability and executing merchandising plans aligned with customer and corporate objectives
- Provide strategic leadership and performance management for six Broker Partners, ensuring alignment with sales goals, execution standards, and customer expectations
- Responsible for all Sales Controllables at Supervalu Wholesale – Assortment, Pricing, Shelving, and Merchandising
- Successful launching of new product offerings; notably nine new items without slotting support while achieving desired ACV objectives
- Flawless execution of Heinz Corporate Events by delivering Case Volume, meeting Customer objectives, while adhering to Fund Balance Guidelines for all Ketchup events, Gravy Season, Frozen Food Month, Holiday Snacks, and Heinz All About Family
- Successful management of all communications with Heinz Corporate, ensuring accurate volume forecasting and fostering strong collaboration between teams
- Develop and sell incremental program ideas to customer in order to drive supplemental volume, gain alignment with Corporate, and execute within Trade Guidelines
- Negotiate various brand challenges with customers, including price increases across multiple brands and modifications to brand packaging, while effectively minimizing conversion fees
- Lead negotiations of Customer Corporate Agreements at both regional and headquarters levels, securing alignment on strategic initiatives and maximizing value for all stakeholders
- Spearhead the Heinz organization in customer Top-to-Top meetings across Regional, Independent, and SV Corporate channels to strengthen partnerships and drive strategic alignment
Heinz Associate Category Development Manager
H.J. Heinz
Pittsburgh, PA
06.2009 - 07.2011
- Serve as the primary liaison between Field Sales and internal cross-functional teams, facilitating communication and alignment on Heinz sales initiatives to ensure seamless execution and strategic consistency across all channels
- Compile and present annual business reviews directly to national retailers on major brand initiatives (including WalMart, Target, WinCo, Publix)
- Develop recommended strategy and execute Consumer Value Program for Brand (totaling $11M), driving top-line sales, shares, and increased velocities to protect/grow distribution
- Pioneer new initiative programs by managing and implementing a Customization Process for multiple brands through cross-functional partners
- Develop and sell in new Brand Trade and Merchandising Strategy to corporate leadership
- Participate in the Heinz Mentorship Program, overseeing all Heinz Dry planning for Price Chopper with broker collaboration to develop customer plans and initiatives aimed at increasing volume by 4% while also reducing trade spend
- Implement and launched new brand initiatives (Value Size, Pizza Sauce, and Light Alfredo), and achieved distribution ACV objectives
- Execute leadership with Field Planning Trade and Merchandising strategies (Customers and Geographies) while maximizing available Tool capabilities (RPM, Siebel, Nielsen)
Heinz Customer Sales Manager (Kroger)
H.J. Heinz
Pittsburgh, PA
05.2007 - 05.2009
- Responsible for achieving volume and share growth within Kroger Divisions (Great Lakes, Central, Frys, Southwest, Dillons)
- Expansion of expanded distribution channels for new products
- Manage partnerships with Division Category Managers to maximize merchandising and pricing efforts
- Collaborate with Brokers within market to drive shelving and distribution efficiencies
Heinz Category Manager (Safeway)
H.J. Heinz
San Ramon, CA
11.2005 - 04.2007
- SCOP Vendor Partner for the Frozen Potatoes category; successfully securing a strategic partnership in Frozen Snacks, expanding portfolio presence and driving category growth
- Formulate forecasts and strategies utilizing Heinz trade management system (Siebel)
- Develop and present impactful presentations to customer encompassing Business Reviews, Category Overviews, New Item Initiatives, Promotion Analysis, Pricing Recommendations, and Distribution / SKU Assortments.
Unilever Category Development Analyst (Safeway)
Unilever - Home and Personal Care
Pleasanton, CA
04.2004 - 10.2005
- Serve as SCOP Vendor Partner in Hair, enhancing collaboration with key stakeholders
- Lead strategic initiatives to streamline vendor partnerships and improve service delivery
- Collaborate with cross-functional teams to align objectives and achieve goals
- Provide analysis and recommendations to business partners for Product Distribution, Placement on Planograms, Everyday/Promoted Pricing, and Promotional Depth / Frequency
- Strengthened partnership in AP/Deo resulted in being awarded SCOP Category Partner
Unilever Category Development Analyst
Unilever
Trumbull, CT
01.2003 - 03.2004
- Engage Drug Channel Customer Business Managers to enhance Unilever Corporate sales initiatives in alignment with Customer strategy for Category
- Utilize resources (AC Nielsen, Household Panel Data, Customer POS Systems, Corporate Sales Communication Website) to track key initiatives and improve category strategies and plans
- Conduct Space-Management Analysis and ensured appropriate SKU assortment and placement (utilizing ProSpace/Spaceman software)
Unilever Customer Planning & Strategy
Unilever
Greenwich, CT
01.2001 - 12.2002
- Represent Sales at Headquarters in cross-functional meetings with Brand, Finance, and Supply Chain teams to align on strategy, resolve operational challenges, and drive business objectives
- Equip Customer Management teams with vital information and sales tools to accomplish sales objectives for designated categories/brands.
Education
Bachelor of Science - Business Management Major; Economics Minor
University of Massachusetts
Amherst, MassachusettsSkills
- Sales leadership and management
- Category management and analysis
- P&L Management
- Trade and co-marketing strategies
- Planning and forecasting
- Broker partnership management
- Customer relationship management
- Private label management
Timeline
Senior Director of Sales (Total U.S)
TopGum / Gummiceuticals
01.2024 - 05.2025
National Sales Manager – (Target & Grocery)
SCNBestco (Santa Cruz Nutritionals & Bestco)
01.2019 - 12.2023
SALES Ambassador – (Target / Supervalu / BJs Wholesale / HEB / Family Dollar)
FIRST QUALITY
09.2014 - 01.2019
National Account Manager (Total U.S)
ARYZTA
10.2013 - 08.2014
Heinz Region Sales Manager (Supervalu)
H.J. Heinz
08.2011 - 08.2013
Heinz Associate Category Development Manager
H.J. Heinz
06.2009 - 07.2011
Heinz Customer Sales Manager (Kroger)
H.J. Heinz
05.2007 - 05.2009
Heinz Category Manager (Safeway)
H.J. Heinz
11.2005 - 04.2007
Unilever Category Development Analyst (Safeway)
Unilever - Home and Personal Care
04.2004 - 10.2005
Unilever Category Development Analyst
Unilever
01.2003 - 03.2004
Unilever Customer Planning & Strategy
Unilever
01.2001 - 12.2002
Bachelor of Science - Business Management Major; Economics Minor
University of Massachusetts