Summary
Overview
Work History
Education
Skills
Websites
Personal Information
Timeline
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SHELLEY SAUNDERS

Portsmouth,New Hampshire

Summary

Results-driven sales professional with over 20 years of experience in promoting and selling consumer packaged goods. Proven track record of consistently achieving or exceeding sales and performance goals, surpassing targets by up to 30%. Expertise in leveraging market insights and industry trends to develop strategic sales plans that drive revenue growth. Committed to building strong client relationships and delivering exceptional customer service to maximize client satisfaction and loyalty.

Overview

25
25
years of professional experience

Work History

Key Account Sales Manager

Old Dutch Food Company-Humpty Dumpty Chips
01.2025 - Current
  • Managed a portfolio of key accounts, ensuring consistent revenue generation and customer satisfaction.
  • Maximized customer retention rates through diligent follow-ups and tailored recommendations based on client needs analysis.
  • Coordinated sales presentations and product demonstrations, showcasing the value proposition for prospective clients.
  • Utilized VIP to create sales forecasts to target monthly, daily and yearly objectives.

Territory Sales Manager

Congo Brands LLC
01.2024 - 01.2025
  • Overview of the company includes Prime Hydration and Alani Energy.
  • Handled significant Regional and National grocery accounts through coordination with Polar Beverage distributor partner.
  • Supervised functions at leading chains like Shaws, Walmarts, Targets, and Market Baskets for Congo Brands LLC.
  • Boosted revenue through effective upselling of display areas, refrigeration units, and additional floor space.
  • Managed new product introductions and line expansions with distributors and local Sales reps. (Polar Beverage)

Wholesale Manager

LABELLE WINERY
01.2018 - 12.2023
  • Award-winning establishment known for its prestigious local wines.
  • Lead in-state wholesale sales efforts at premier award-winning winery in New Hampshire.
  • Directed staff consisting of 3 direct reports, 2 delivery drivers, and sales manager.
  • Strengthened ties with essential grocery account buyers.
  • Managed sales operations for grocery chains, independent stores, and restaurants.
  • Directed management of numerous grocery chains across more than 300 establishments encompassing various retailers.
  • Coordinated participation in numerous high-attendance events including trade shows and wine tastings.
  • Consistently met 105-110% of sales goals and management objectives, increasing annual revenue beyond $1 million.
  • Ensured constant client satisfaction leading to zero account losses.
  • Expanded product range by adding more than 5 SKUs.
  • Oversaw introduction of new items into Market Basket and Hannaford’s stores.
  • Top-ranked winery based in New Hampshire.

Key Account Manager

SNYDER’S-LANCE, INC.
01.2011 - 12.2017
  • Integrated business operations with Campbell's Soup.
  • Successfully drove sales of a variety of over 90 goods like cookers, crackers, snacks, and nuts for Snyder’s-Lance company.
  • Directed post-merger integration and rebranding across multiple states including NH, ME, VT, and upstate NY.
  • Facilitated quarterly business reviews.
  • Established competitive pricing models and promotional schemes.
  • Oversaw organization of shelf space and planograms.
  • Handled significant high-demand grocery accounts including Walmart Regional, Target Regional, Market Basket, and all military DECA accounts.
  • Managed top-performing sales team at Michaud Distributors, responsible for key accounts.

Northern New England Sales Manager

TREASURY WINE ESTATES
01.2005 - 12.2011
  • Oversaw functions related to pricing, promotions, and events coordination with multiple distributors.
  • Oversaw critical grocery accounts such as Market Basket, Hannaford’s, Shaw’s, and New Hampshire State Liquor Stores.
  • Expanded yearly territory revenue from $3 million to over $5 million.
  • Achieved over 120% of yearly targets for consecutive years, securing top-tier bonuses.
  • Regularly attained 105-110% of set sales targets.
  • Achieved top position in reserve win sales among a team of over 30.
  • Played a key role in building brand identity and awareness
  • Pioneered a unique coupon initiative that gained adoption among all wine producers and sellers in NH.
  • Designed incentive programs and established monitoring systems to drive distributor motivation.
  • Handled a diverse range of over 100 products across a portfolio of 10 Australian brands.

New England Regional Sales Manager

BAREFOOT WINES
01.2000 - 12.2005
  • Responsible for top-selling table wine in the country.
  • Gallo Winery
  • Enhanced sales by promoting more than 20 items for a new brand.
  • Efficiently acquired and managed key accounts alongside 6 distributors in the states of CT, MA, RI, VT, NH, and ME.
  • Elevated annual sales figures for New England from $3 million to above $15 million, maintaining a consistent 50% yearly increase.
  • Achieved an increase in annual cases sold from 12,000 to more than 100,000.

Education

B.A. - Communications

UNIVERSITY OF NEW HAMPSHIRE
Durham, NH
06.1996

Skills

  • National / Regional Accounts
  • Category & Product Management
  • Distributor Management
  • Corporate Sales Management
  • Premium Grocery & Retail Accounts
  • New Business Development
  • World Class Service & Support
  • Customer Relationship Management
  • Sales & Upselling Techniques
  • Pricing, Displays & Promotions
  • New Product Launches / Line Extensions
  • Lead Generation & Follow-up
  • Microsoft Office & Presentations
  • Merchandising / POG’s / Space Allocation

Personal Information

Title: KEY ACCOUNT MANAGER / REGIONAL MANAGER / WHOLESALE MANAGER

Timeline

Key Account Sales Manager

Old Dutch Food Company-Humpty Dumpty Chips
01.2025 - Current

Territory Sales Manager

Congo Brands LLC
01.2024 - 01.2025

Wholesale Manager

LABELLE WINERY
01.2018 - 12.2023

Key Account Manager

SNYDER’S-LANCE, INC.
01.2011 - 12.2017

Northern New England Sales Manager

TREASURY WINE ESTATES
01.2005 - 12.2011

New England Regional Sales Manager

BAREFOOT WINES
01.2000 - 12.2005

B.A. - Communications

UNIVERSITY OF NEW HAMPSHIRE

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