Shawn P. Richmond
Newburyport,MA
Summary
Results-driven Vice President of Sales with a proven track record of productivity and efficiency in driving sales teams towards achieving business objectives. Skilled in strategic planning, market analysis, and customer relationship management. Excel in negotiation, team leadership, and problem-solving to deliver sustainable revenue growth. Committed to fostering strong professional relationships and enhancing team performance through effective communication and motivational strategies.
Overview
15
15
years of professional experience
Work History
Vice President of Sales
Pathwater
Freemont, CA
11.2024 - Current
- Lead the sales organization in driving revenue growth, expanding market presence, and ensuring the success of our brand across Convenience, Grocery, Mass, Drug retail channels
- Report directly to CEO, CMO, CFO
- Define and track KPIs, providing regular reports and actionable insights to executive leadership to drive data-informed decision-making
- Build, lead, and mentor a high-performing sales team, establishing a culture of accountability, continuous improvement, and customer focus
- Cultivate and maintain strong relationships with key retail partners, online marketplaces, brokers, and distributors to enhance sales performance and brand loyalty
- Develop, manage, and refine sales forecasts, budgets, and performance metrics to ensure financial targets are met and resources are allocated effectively
- Analyze market trends, customer insights, and competitor activity to identify new growth opportunities and adapt sales strategies for team to execute
- Partner with Marketing, Innovation, and Operations teams to align product offerings, support marketing initiatives, and ensure inventory alignment with sales demand
- Maintain HQ and sales responsibilities on Walmart, SAMS, Bj’s, CVS, Rite Aid, and Circle K due to their importance to health of overall Path business
Director of Sales Retail
Pathwater
Freemont, CA
01.2019 - 10.2024
- Steer the full spectrum of operations associated with sales by leading regional teams and building and executing strategic plans to achieve sales targets
- Maintain competitive edge by meeting demand forecasts, controlling P&L, and expanding into new markets profitably
- Provide simple retail programming easy to implement, cultivate top-tier broker relationships, and equip clients with resources to succeed
- Led both National broker and Path direct sales team that grew distribution from 4k retail doors to over 50k retail doors in the span of four years
- Increased revenue consistently from $1.5M to $8M in 2020, $8M to $15.5M in 2021, $25M in 2022, $36M for 2023 and with newly acquired capacity for 2024 plans are to exceed $50mm
- Established and deployed plans/strategies for accomplishing business current and future sales goals in US Retail sector, including Convenience, Grocery/Food, Club/Mass, and Drug channels
- Grew distribution and sales in the US East for national and regional retail customers by creating customer-tailored marketing campaigns, capitalizing on consumer trends, and analyzing market/channel data
- Successfully designed and implemented customer-specific initiatives that resulted in expanded distribution at major retailers such as Walmart, CVS, Rite Aid, Ahold, The Fresh Market, Harris Teeter, Ingles, Lowe's Food Stores, Cumberland Farms, Circle K, and many more national and regional chains
- Worked collaboratively with Path Creative, Marketing, and finance teams to develop Limited Edition bottles to drive incremental revenue and margin
- Built direct sales team including KPI’s and company sales and distribution targets by region
Regional Sales Manager
Harvest Hill
Stamford, CT
01.2017 - 01.2019
- Directed regional sales operations by leading top-performing team of professionals, creating regional sales plans and quotas in alignment with business objectives
- Developed and deployed field sales action plans to facilitate the implementation of regional sales programs
- Examined retail and corporate sales and market share figures to spot problems and possibilities
- Acted as the main point of contact with brokers, suppliers, and distributors in the region
- Achieved productivity and financial targets with strategic management of internal and external resources
- Maintained steady cash flow to avoid overspending on marketing and trade events by effectively managing budgets
- Conceived and implemented strategies for reaching retail customers, bottlers, distributors, wholesalers, and brokers in designated territory
- Established relationships with decision-makers at target companies by implementing business strategies that benefit both parties and maintaining a constant presence in target accounts
Sr. Key Account Manager
Nestle Waters North America
Stamford, CT
01.2010 - 01.2017
- Accomplished short- and long-term profitable development across Northeast area and Upstate New York by directing wholesale clients, C-Store Chains, and team of Nestle Waters Key Account Managers
- Secured and retained business through professional, consultative, and proactive sales activities, and owned P&L of accounts
- Analyzed potential opportunities and developed/implemented strategic plans to manage and grow target accounts
- Evaluated retail and headquarters concerns and opportunities using sales and market share data
- Eliminated potential supply/demand issues to ensure in-stock conditions by maintaining open lines of communication with retailors
- Played an integral role in Integrated Commercial Planning Process through development of annual customer business plans to support Brand and Channel for 2011, 2012, 2013, 2014, 2015, and 2016
- Attained success in meeting set financial objectives by managing trade spend, NPTE (relationship expenses), product mix, and various other variable expenses
- Created and updated accurate projections throughout year and partnered with cross-functional teams, including customer service and logistics throughout ordering process
- Established and nurtured a network of key relationships, including Buyers, Category Managers, Owners, Supply Chain, and Accounting/Financial staff at Clients
Key Account Manager/ Retail Unit Leader
Nestle Waters North America
Sales Manager, Bulk Department
Pepsi Cola
Merrimack Valley
Director of Performance and Standards/Territory Sales Manager
Pepsi Cola
Merrimack Valley
Education
GAP Negotiation Course -
GAP Training
11.2015
Bachelor of Science Degree - Marketing and Marketing Research
University of Massachusetts
DartmouthSkills
- Key Account Development
- Strategic Planning
- P&L/T&E Management
- Pipeline Development
- Channel Development
- Industry Analysis Expertise
- Growth Strategy Implementation
- Financial Planning
- Team Building Skills
- Sales Performance Evaluation
- Retail Sales Process
- Territory Management
- Performance Evaluation
- Market Expansion Initiatives
- Retailer Collaboration
- Talent Acquisition & Development
Affiliations
- President of Newburyport Youth Hockey 2010 - 2013
- Board of Directors Newburyport Youth Hockey 2008 - 2013
- Board of Directors Newburyport Pioneer Baseball/Softball League 2010 - 2021
Timeline
Vice President of Sales
Pathwater
11.2024 - Current
Director of Sales Retail
Pathwater
01.2019 - 10.2024
Regional Sales Manager
Harvest Hill
01.2017 - 01.2019
Sr. Key Account Manager
Nestle Waters North America
01.2010 - 01.2017
Key Account Manager/ Retail Unit Leader
Nestle Waters North America
Sales Manager, Bulk Department
Pepsi Cola
Director of Performance and Standards/Territory Sales Manager
Pepsi Cola
GAP Negotiation Course -
GAP Training
Bachelor of Science Degree - Marketing and Marketing Research
University of Massachusetts