Sheila Beardsley
Little Rock,AR
Summary
Versatile, high-energy leader/manager who can lead teams through change and challenges to profitable growth. Strategic analytical person who envisions smart solutions and executes with urgency across all levels of the organization. Hands-on leader. Outstanding strategist who can deliver record breaking sales in highly competitive business markets. Skilled in negotiating partnerships and alliances with a keen ability to forecast industry trends and capture opportunities.
Overview
23
23
years of professional experience
Work History
Director of Business Development, Distributors, Hospitality, and GPO
Farmer Brothers Coffee
Fort Worth, TX
07.2023 - 04.2025
- Coached, led and motivated a team of six Key Account Managers, one Business Development Manager, and six Account Executives.
- Progressively grew relationships with key stakeholders of Choice, Best Western, Hilton Hotels, GrandStay, Wyndham Hotels, Compass/Foodbuy, major Convenience Store operators, Distributors and Restaurants.
- Managed $100 million in NSV with the Key Account Managers and $1.4 million in street sales through the Account Executives and Business Development Manager.
- Achieved sales objectives and plans by increasing Key Account sales by 10% (YOY) and overachieved goals with Account Executives by 15% (YOY).
- Controlled expenses to meet budget guidelines.
- Proven ability to rapidly learn and internalize a diverse product portfolio, enabling swift go-to-market execution and immediate revenue generation.
- Leveraged extensive background in private label tea and coffee to increase sales and provide value to the regional and national accounts managed by the Key Account Managers.
- Used broad expertise in contract management to secure 2-3 year contracts with all customers.
- Collaborated with key stakeholders at Farmer Brothers to increase sales in private label tea, China Mist, as well as Farmer Brothers branded tea products.
- Capitalized on strong experience in equipment, service, and installation to ensure contracts were executed with the highest gross margin.
- Traveled extensively 60-75%.
- Developed a state-of-the-art espresso coffee shop concept for Eurest, one of Compass’ largest customers.
- Adept at selling across all channels.
- Attended quarterly customer business reviews with the sales team and assisted in directing growth opportunities and managed growth.
- Participated as an exhibitor in industry trade shows, NACS, NRA, SCA, IFDA and customer trade shows.
- Used CRM, ZoHo.
Director of National Accounts-Distributors
Farmer Brothers Coffee
Fort Worth, TX
09.2022 - 07.2023
- Hired to build a distributor division at Farmer Brothers Coffee. Within a brief time, Farmer Brothers did a reorganization and moved to become the Director of Business Development, Distributors, Hospitality, and GPO.
Director of Sales / Sales Manager - West, Sysco Division National
Westrock Coffee (formerly Westrock/S & D Coffee and Tea)
Little Rock, AR
01.2014 - 07.2022
- Promoted from Sales Manager - West in 2018 due to outstanding performance managing P&L numbers, directional strategy for the division, and the recruitment and training of new sales representatives.
- Led a team of 4 to 17 (pre-pandemic) and Broker Network of 32 agencies that had 70+ salespeople in the field.
- Increased operational efficiency by reducing staff by 75% post pandemic and redesigning territories while maintaining a steady growth rate and staying on sales targets.
- Collaborated with the Sysco Corporate (GSC) Category Team regularly and met for quarterly business reviews in Houston (post-pandemic and Teams during pandemic).
- Conferred with leadership to develop methods and procedures to increase sales, expand markets and promote business growth and profits, keeping Sysco as one of S & D/Westrock’s top five customers.
- Maintained consistently YOY, Sysco’s private label coffee, Citavo, coffee pounds, six million, and private label tea, Citavo, 350,000 – 400,000 cases. Consistency in Sysco was a win due to their attrition numbers.
- Supported a diverse client base of accounts in industries ranging from distribution and convenience stores to hospitality, restaurants, and healthcare, developing expertise in industry-specific needs and proven sales tactics.
- Traveled extensively, 60 to 80%, to work in the field with salespeople and to visit the Sysco Operating Sites leadership, playing an instrumental role in building and maintaining the foundation that led Sysco to renew their contract after the initial contract ended.
- Leveraged extensive background in equipment, service, and installation to build a service center, including technicians, warehouses, and vehicles in Wisconsin, becoming the most profitable service center in service and installation revenue despite being the first-of-its kind in over 30 years at S & D.
Senior National Account Manager, Distributor Division
Westrock Coffee (formerly Westrock/S & D Coffee and Tea)
Little Rock, AR
01.2012 - 12.2014
- Engaged with the Vice President in building the first-ever Distributor Division at S & D Coffee and Tea.
- Developed experience working with Distributors (large and small), Brokers, Sales Teams, Resellers and Retailers, becoming extremely adept at Direct, Indirect, and Hybrid distribution channels.
- Managed three direct reports.
- Promoted to Sales Manager, West in 2014.
Account Executive, Southern Division
Westrock Coffee (formerly Westrock/S & D Coffee and Tea)
Little Rock, AR
06.2005 - 12.2012
- Spearheaded the building of S & D Coffee and Tea’s first ever large distributor, Ben E. Keith Foodservice.
- Developed Ben E. Keith’s Private Label coffee brand, Ellington, and later developed a turnkey tea program using S & D/Westrock’s brand teas.
- Ben E. Keith grew from 300,000 pounds of private label Ellington coffee to over one million pounds. Tea grew to 150,000 cases.
- Accomplished the company’s goal to build Ben E. Keith to support 2-3 salespeople and become its own business unit within S & D and one of S & D/Westrock’s top 10 customers.
- Promoted three times while building Ben E. Keith.
- Maintained a New Sales goal each year of $350,000 gross profit outside of Ben E. Keith’s business.
- Built Private Label coffee and tea programs for convenience stores, hospitality, restaurants, office coffee companies, and GPOs.
- Won multiple awards for tea sales. Expertise in selling with S & D/Westrock patented tea funnel and program.
Sales Manager
Clear Mountain Spring Water
01.2002 - 05.2005
- Office Coffee and Water.
- Private label coffee.
- Private label water.
Education
Bachelor of Science - Radio and Television Broadcasting
University of Arkansas at Little Rock
Skills
- Leadership
- Listening and Communication
- Financial Management
- Team Building
- Negotiation
- Problem-Solving
- Beverage Sales
- Strategic Planning
- Account Retention
- Client Relations
- Customer Satisfaction
- Executive Relationship Management
- Territory Growth Development
- Profit & Loss (P&L)
- Employee Training & Development
- Microsoft Office Suite (Word, Excel, PowerPoint, Outlook)
- JD Edwards EnterpriseOne
- AS400
- Salesforce
- NetSuite
- ZoHo
Community Service
- Scholarship Donor, University of Arkansas Razorback Foundation
- Member, University of Arkansas at Little Rock Alumni Association
- Commissioner, Woodlands Park Community
Awards
- Davis Cup Sales Award, S & D Coffee and Tea
- 2009
- 2010
- 2011
- 2012
- Bronze Supplier of the Year Award, Sysco
- 2018
- 2019
Timeline
Director of Business Development, Distributors, Hospitality, and GPO
Farmer Brothers Coffee
07.2023 - 04.2025
Director of National Accounts-Distributors
Farmer Brothers Coffee
09.2022 - 07.2023
Director of Sales / Sales Manager - West, Sysco Division National
Westrock Coffee (formerly Westrock/S & D Coffee and Tea)
01.2014 - 07.2022
Senior National Account Manager, Distributor Division
Westrock Coffee (formerly Westrock/S & D Coffee and Tea)
01.2012 - 12.2014
Account Executive, Southern Division
Westrock Coffee (formerly Westrock/S & D Coffee and Tea)
06.2005 - 12.2012
Sales Manager
Clear Mountain Spring Water
01.2002 - 05.2005
Bachelor of Science - Radio and Television Broadcasting
University of Arkansas at Little Rock
Similar Profiles
Kevin LangdonKevin Langdon
Account Executive/Key Account Sales Manager at Farmer Brothers Coffee Co.Account Executive/Key Account Sales Manager at Farmer Brothers Coffee Co.
REBECCA LIENREBECCA LIEN
Account Executive at Farmer Brothers CoffeeAccount Executive at Farmer Brothers Coffee
Scott GorrellScott Gorrell
Sales Representative at Farmer Brothers CoffeeSales Representative at Farmer Brothers Coffee
Chloe CrouchChloe Crouch
Registered Nurse III at Arkansas Children’s HospitalRegistered Nurse III at Arkansas Children’s Hospital
Tim Mahmud CHOTim Mahmud CHO
General Manager at Days Inn Little Rock Medical CenterGeneral Manager at Days Inn Little Rock Medical Center