Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Generic

Shellie Wood

Port Charlotte,FL

Summary

Results-oriented leader with expertise in sales strategy and execution, consistently achieving profitable growth. Expertise in relationship-building and influencing stakeholders at all organizational levels. Proven track record of driving team performance, fostering collaboration, and achieving organizational goals.

Overview

37
37
years of professional experience

Work History

VP of Sales - Regional Chain

KeHE Distributors
Naperville, IL
05.2013 - Current
  • Lead a high-performing team of directors nationwide, driving $600M in annual topline sales, and delivering $42M in contribution margin.
  • Collaborate and strengthen partnerships with both internal and external stakeholders to clarify priorities and optimize alignment, to support business goals and strategies.
  • Secure contract extensions for 30% of Regional Chain business annually, while maximizing profitability and cultivating long-term customer partnerships.
  • Utilize data and insights to propel growth and impact key business outcomes, with approximately 80% of customer partners engaged in syndicated data.
  • Developed joint business plans and strategies with top retailer partners.
  • Foster a team culture that identifies and anticipates customer expectations, delivers solutions that drive growth, and assesses results through score carding and feedback.

Corporate Category Director - Warehouse Beverage

Supervalu
Eden Prairie, MN
07.2011 - 05.2013
  • Led a diverse team to achieve sales and gross margin targets, with total P&L responsibility exceeding $800M in annual retail sales.
  • Formulated strategic category business plans to propel long-term growth across retail and wholesale divisions.
  • Analyzed growth and market strategies within the competitive landscape, leveraging assets to meet growth targets.
  • Forged and strengthened relationships with strategic supplier partners to identify program opportunities that improve overall sales, margin, and market share.
  • Leveraged buying power to achieve cost-of-goods savings through strategic supplier negotiations.

Sr. Category Manager

Supervalu
Eden Prairie, MN
09.2008 - 07.2011
  • Responsible for category performance, including contribution margin, pricing, promotional strategies, and market share growth.
  • Developed strategic Category Business Plan, resulting in more than $120M in annual sales, exceeding Oral Care sales targets by 180 bps.
  • Analyzed consumer trends and addressed product opportunity gaps by leveraging syndicated data, trend analysis, and consumer insight data
  • Renegotiated supplier agreements to enhance YOY vendor funding while incorporating additional funds for shelf reset initiatives, realizing net savings exceeding $2M annually.

Sales and Merchandising Manager/Brand Manager - Private Brands

Supervalu
Eden Prairie, MN
03.2007 - 09.2008
  • Led a cross-functional team to develop and launch Private Brand products within the Health & Beauty Care department.
  • Oversee sales, brand management, merchandising, and category business planning across 16 categories, generating over $120M in Private Brand sales.
  • Collaborated with diverse, cross-functional teams, including Category Management, Operations, and Procurement, to ensure the execution of Private Brand strategies and initiatives.
  • Executed successful launch of Baby Basics brand, encompassing brand strategy, market positioning, label design, vendor relationships, and SKU management.

Director of Sales

Crossmark Sales & Marketing
Boise, ID
01.2000 - 03.2007
  • Directed and cultivated an Account Executive team to achieve private label sales, market share, and growth targets, while establishing strong relationships with suppliers and retailer partners.
  • Managed total P&L encompassing over 250 suppliers, $921M in sales, and $26M in revenue.
  • Developed innovative processes for CROSSMARK's Private Label division, featuring retail tracking, promotional planning, and analytical standards for the Account and Business Analytic teams.

Store Director

Fry's Food Stores
Phoenix, AZ
06.1988 - 01.2000
  • Dynamic leader overseeing complete P&L functions for total store sales of $29M.
  • Led Central District training initiatives for Store Directors on Kroger’s P&L process, focusing on labor management, inventory, and shrink throughout Kroger merger.
  • Served as corporate WIC representative for retail, facilitating communication between Arizona WIC agency and Fry's Food Stores.

Education

Marketing & Management -

Concordia University
Saint Paul, MN

Communications -

Scottsdale Community College
Scottsdale, AZ

Skills

  • Strategic thinker
  • Effective communication
  • Negotiation
  • Collaborative mindset
  • Team development
  • Strong financial acumen
  • Results-oriented
  • Conflict resolution

Accomplishments

  • 2024 Women of Influence - Shelby Report
  • 2010 & 2011 Top Women in Grocery Rising Stars - Progressive Grocer
  • 2003 & 2005 Mark of Excellence, 2001 President Awards - Crossmark Sales & Marketing

Timeline

VP of Sales - Regional Chain

KeHE Distributors
05.2013 - Current

Corporate Category Director - Warehouse Beverage

Supervalu
07.2011 - 05.2013

Sr. Category Manager

Supervalu
09.2008 - 07.2011

Sales and Merchandising Manager/Brand Manager - Private Brands

Supervalu
03.2007 - 09.2008

Director of Sales

Crossmark Sales & Marketing
01.2000 - 03.2007

Store Director

Fry's Food Stores
06.1988 - 01.2000

Marketing & Management -

Concordia University

Communications -

Scottsdale Community College

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