TIFFANY CARREKER
Congo Brands
Keller,TX
24
years of professional experience
Transformational Vice President of Sales with over 20 years of experience driving growth in diverse company environments. Expertise in restructuring sales organizations and navigating complex changes such as IPOs and acquisitions. Demonstrated ability to engage C-suite executives and boards, while adapting quickly to new challenges and categories.
Work History
Vice President of Sales, Global
- Drove 75% of global revenue and profit growth across club and mass channels in 5 categories.
- Developed sales leaders and individual contributors on global sales team, improving performance and reducing turnover.
- Led change management initiatives, collaborating with stakeholders to scale global sales programs and support organizational transitions.
Senior Director of Sales
4 Months- Promoted into leadership role after building global club business in under a year, leveraging success to drive international growth and enhance market presence.
- Led multi-million-dollar product launches across multiple countries, securing placements for new-concept items and reinstating five declined items, contributing to overall portfolio expansion.
- Developed systematic framework for pricing, trade management, and item-level profitability, establishing best practice adopted company-wide, resulting in improved pricing strategies.
Director, Club Channel
11 Months- Cultivated internal relationships within 60 days, securing support for strategic initiatives.
- Collaborated with key customers on category strategy, shaping assortment, pack sizes, flavors, and customization.
- Oversaw hand-off of Alani Nu to Celsius Holdings, facilitating six-month extension at request of customers and Celsius.
Sabbatical, Family Medical Support
1 Year 5 MonthsGeneral Manager & Vice President of Sales, Retail Division
5 Years- Grew the frozen foods division revenue more than 2.5x and expanded margin more than sixfold.
- Achieved margin gains through strategic price increases, discontinuation of underperforming SKUs, and favorable contract renegotiations.
- Led the division through the pandemic, delivering record growth while managing manufacturing capacity constraints.
- Partnered with the VP of Manufacturing and CFO to deploy working capital that expanded the manufacturing footprint.
- Served on the Executive Leadership Team and reported directly to the CEO.
- Authored five-year strategic plan for division, encompassing sales structure, capabilities, logistics, marketing, sustainability, and product innovation.
- Led net revenue management, including brand portfolio pricing, price-pack architecture, active mix, promotional ROI, and trade strategy.
- Streamlined P&L management, forecasting, and joint business planning processes while enhancing retail media and licensing reach with Marketing.
- Coordinated strategies across all trade classes to enhance market presence.
Vice President of Sales, US (All Classes of Trade)
2 Years 7 Months- Oversaw full P&L for retail execution organization, achieving 17.5% net revenue growth in 2016 while managing $300MM in gross revenue through effective net revenue management strategies.
- Established sales team through recruitment, training, and development of new talent, strengthening organizational capability.
- Drove share and distribution gains in key categories, including frozen breaded poultry and frozen handhelds, contributing to overall brand growth.
- Transitioned the sales model from a broker-led approach to a hybrid selling model, consolidating the broker network and onboarding 80% of the team.
- Established a sales team by recruiting, training, and developing new talent.
- Led the sales integration from AdvancePierre into Tyson Foods with McKinsey and Co.
- Standardized forecasting, broker management, sales materials, new-item launches, and joint business planning.
- Created tools for tracking and managing performance, improving visibility and accountability across sales operations.
Director of National Sales, Drug & Value Channels
1 Year 2 Months- Managed a $105MM drug and value channel business representing 20% of branded and private label revenue, delivering 200 basis points of net revenue growth in the first six months.
- Transitioned drug channel from broker-led to direct management, integrating seasonal, everyday, and private label confection, resulting in a cohesive selling approach.
- Developed promotional effectiveness, trade efficiency, and seasonal planning processes, leading to organization-wide adoption as best practices.
- Private Equity Owned
12 Years
- Director of National Accounts, Convenience Channel (Mondelez, 2013 - 2015)
- Walgreens Team Lead (Mondelez, 2012 - 2013)
- Category Sales Planner (Kraft Foods, 2011 - 2012)
- National Account Manager (Cadbury, then Kraft Foods, 2008 - 2011)
- Key Account Manager and Account Manager (Kraft Foods, 2004 - 2008)
- Senior Business Development Analyst (ISN Software, 2003 - 2004)
Education
Bachelor of Arts - Psychology
- Cum Laude Graduate
- Dean's List Every Semester
- Completed in three years
Continuing Education - Accounting, Finance, Sciences
- Took various classes in areas where I felt I needed more development
- 2014-2024
Skills
Net Revenue Management
P&L Leadership
Pricing & Trade Strategy
Sales Forecasting
Business Development
Joint Business Planning
Strategic Growth Planning
Change Leadership (IPO
M&A
Carve-outs)
Team Building & Development
Retail Media & Licensing
Timeline
Vice President of Sales, Global
Congo Brands
10.2026 - CurrentRead More
Senior Director of Sales
Congo Brands
05.2026 - 09.2026Read More
Director, Club Channel
Congo Brands
06.2025 - 05.2026Read More
Sabbatical, Family Medical Support
01.2024 - 06.2025Read More
General Manager & Vice President of Sales, Retail Division
White Castle
01.2019 - 01.2024Read More
Vice President of Sales, US (All Classes of Trade)
AdvancePierre Foods (IPO July 2016; Acquired by Tyson Foods April 2017) / Tyson Foods
05.2016 - 12.2018Read More
Director of National Sales, Drug & Value Channels
Ferrara Candy Co.
03.2015 - 05.2016Read More
Mondelez International / Kraft Foods
01.2003 - 01.2015Read More
University of North Texas
Bachelor of Arts from Psychology
Read More
University of North Texas/University of Texas
Continuing Education from Accounting, Finance, Sciences
Read More
AWARDS & BOARD SERVICE
- 40 Under 40, Columbus Business First, 2022
- Excellence in Category Leadership, NFRA, 2022
- Top Women in Grocery, Progressive Grocer, 2021
- Board Member, NFRA, 2002-2024
- Board Member, YMCA of Central Ohio, 2021-2024
- Board Member, Battelle for Kids, 2021-2024