Tobin Boschetti
Orange,CA
Summary
- Over two decades of Performance Driven Executive Sales Leadership and National Account Management in the Consumer-Packaged Goods Industry, where my Teams and I have placed Food and Beverage Products on menus, shelves, plates, and countertops, and in glasses, wells, and cold-boxes in over 400K locations, generating more than $3.6B in sales.
- A Leader of Leaders, having hired over 100 elite sales professionals, and brought the best out of dozens of direct reports, including Regional Sales Managers, National and Regional Account Executives, and Territory Sales Managers.
- Teams ranging from 5 to over 70.
- World-class sales results as a Regional Sales Manager, National Account Executive, National Sales Director, and Vice President of U.S. Sales with iconic companies including The Coca-Cola Company and Seagram America’s, and emerging Food and Beverage Brands and Services, including Minute Maid, MODe All-Natural Sports Nutrition, NuCO2 LLC (the nation’s leading provider of Beverage Carbonation solutions), Spider Energy Drink, and Olala Full Spectrum beverage.
- Established and Managed dozens of Regional and National Distributor/ Broker partners (including KeHE, UNFI, Sysco, U.S. Foods, Core-Mark, RNDC, and SGWS) to ensure successful placement and expansion of CPG products in Local, Regional, and National Food Service, Conventional Grocery, Specialty, Natural, DSD, Convenience (c-store), Club, and Drug chain customers.
- Constant collaboration with cross-functional Teams, including Customer Service, Operations, Finance, Marketing, Product Development, Supply Chain, and Sales Administration to secure consistent vision, innovation, and market strategies.
- Rigorous Pipeline management, effective CRM adoption, and demanding Key Performance Indicators (KPI’s) that guarantee our internal sales associates and distributor partners do not simply achieve sales and profit goals, but consistently exceed them.
- Effective management of all pricing and spending budgets, including per case spend, Trade Spend, Marketing, and T&E budgets.
- A career road-warrior, fitness enthusiast, and Honors Graduate of Loyola Marymount University.
- Head coached 57 Youth Sports Teams in California.
Overview
27
27
years of professional experience
Work History
CONSULTANT- FREELANCE
Independant
01.2024 - Current
- Offer sales expertise and strategic guidance to a range of specialty CPG clients throughout the U.S
- Opened over 20K doors primarily to unproven/ emerging CPG products.
- Facilitated workshops with cross-functional teams to review current practices related to innovation and growth opportunities.
- Organized meetings between stakeholders to discuss project details and timelines.
- Developed and implemented customized strategies to meet client needs.
- Provided advice on operational processes, business development initiatives, organizational changes and other areas of improvement.
LEHUA BRANDS
Vice President of Sales
02.2020 - 11.2023
- Reporting to the CEO, responsible for assembling Regional Sales teams in California, Oregon, and Washington for Lehua’s Full-spectrum Beverage portfolio
- Establish KPI’s, Monthly, Quarterly, and Annual Sales Budgets across all territories to ensure profitable growth from $2.2M in 2019 to $11M in 2022
- Manage Regional Customer relationships through effective and highly interactive monthly, quarterly, and annual Business Reviews
- Sponsor close relationships with Marketing, Product Development, Supply Chain, and Manufacturing to ensure productive and efficient cross-functional partnerships
MODe ALL-NATURAL SPORTS NUTRITION
Sr. National Sales Director
01.2019 - 02.2020
- Reporting to the COO
- Responsible for managing a team six ASM's while executing a deliberate CPG Retail outreach program and sales strategy based upon disciplined information gathering, prospecting, and networking to ensure successful Product placement
- Opened distribution partnerships domestically with KeHE, UNFI, MSG Distributors Inc.
- Established retail distribution in multiple regional and national chains including Lazy Acres, Mother’s, Fairway Markets, Market Street, FIT Athletics, Sprouts, and Lassen’s.
- Conducted research on the latest trends in sports nutrition and dietary supplements.
- Assisted with the development of new products related to sports nutrition.
Masters of Beverages, LLC. dba Spider Energy
Director of Sales, West U.S.
Redwood City, California
04.2016 - 12.2018
- Reported to the Founder
- Worked closely with our multi-state distributor/ broker network to increase sales and distribution of the Spider Energy Drink Brand in 10,000 locations throughout the Western U.S
- Solely responsible for creating and executing all KPI’s relative to Sales, Category Management, Trade and Consumer Marketing, Merchandising, and Point of Sale Efforts
- Achieved full distribution in all West and Southwest divisions of Safeway/Albertsons, Vons, and Pavilion’s banners
- Administered successful tests in several leading targeted chains, including Kroger, Costco, Stater Bros., 7 Eleven, Circle K, Anabi Oil, and First-Class Vending
- Successfully partnered with over 20 DIstributor/ Broker partners
Seek Physis, LLC. dba 6 HOUR SLEEP
Vice President of Sales
Agoura Hills, California
11.2015 - 03.2016
- Directed the initial launch, development, communication, and execution of a National Growth strategy and Sales Plan to build 6 HOUR SLEEP’s geographic presence and market share in order to generate demand for a healthy, safe, sleep-aid alternative
- Successfully partnered with multiple Distributors (including UNFI/ KeHE) to provide retail distribution in S. Florida, Southern California, Tennessee, and Georgia
- Conducted a launches in national chains, including Sprout’s, Fred’s Pharmacy, Woodman’s Markets, and thousands of Independent locations.
NuCO2 LLC.
National Sales Director
Orange, California
09.2012 - 03.2014
- Effectively contracted and managed a portfolio of Regional and National Food Service customers, including Applebee’s, Olive Garden, CKE, JIB, McDonalds, Outback Steakhouse, Red Robin Gourmet Burgers, The Cheesecake Factory, and Chili's
- Hired, trained, and Directed a nine member Team of Regional Account Executives, responsible for generating $18.5M in annual revenue
- Worked Collaboratively with all cross-functional team members to coordinate and ensure timely and efficient Bulk CO2 implementations at my customer locations
AIRGAS NATIONAL WELDERS, LLC.
Director of Sales, West
Orange, California
01.2011 - 01.2012
- Spearheaded the development and execution of a profitable and operationally efficient Food Service Sales Organization in the Western United States
- Conducted careful analysis of the performance of 9 Territory Sales Managers
- Raised individual territory revenue by 31%, from $10.35M to $15M
- Worked extensively with Operational counterparts within our Regional company structure to improve service capabilities, reliability, and profitability
NuCO2 LLC.
Vice President, Field Sales Operations, U.S.
Orange, California
01.2002 - 01.2011
- Responsible for all aspects of Sales Management and Development of 5 Regional Sales Managers and 70 Territory Sales Managers nationwide in Food Service and Retail Sales
- Increased Revenue from ~$42M to ~$215MM annually, while providing effective and progressive P&L management
- Improved National Market share from 18% to 43%
- Established goals, objectives, and effective KPI’s for five Field Sales Regions
- Worked in concert with national operations, in-house marketing, and strategic alliance partners to identify and manage new Food Service, Convenience, and Grocery Channels in an increasingly competitive selling environment where value added selling is critical
- Established a National Strategic partnership with Sysco Foods, U.S. Foods, and The Coca-Cola Company
COCA-COLA FOUNTAIN, U.S.A.
National Account Executive
Irvine, California
01.1997 - 01.2002
- Responsible for managing and growing ~$12MM and 1.2MM gallons of Coke portfolio brands in regional and national Restaurant chains, an increase of 27% over previous volume.
Education
B.A. Degree in Business Administration -
Loyola Marymount University
Skills
- Performance Driven Executive Sales Leadership
- National/ Regional/ Key Account Management
- Team Management and Mentoring
- B2B Sales
- Distributor/Broker Partner Management
- Cross-functional Collaboration
- Pricing and Budget Management
- Sales talent acquisition
- Revenue Generation
- Sales Pipeline Management
- Sales Enablement
- Product positioning
- Sales Quota Achievement
- Sales Forecasting
- Contract Negotiations
- Brand Promotion
Timeline
CONSULTANT- FREELANCE
Independant
01.2024 - Current
LEHUA BRANDS
Vice President of Sales
02.2020 - 11.2023
MODe ALL-NATURAL SPORTS NUTRITION
Sr. National Sales Director
01.2019 - 02.2020
Masters of Beverages, LLC. dba Spider Energy
Director of Sales, West U.S.
04.2016 - 12.2018
Seek Physis, LLC. dba 6 HOUR SLEEP
Vice President of Sales
11.2015 - 03.2016
NuCO2 LLC.
National Sales Director
09.2012 - 03.2014
AIRGAS NATIONAL WELDERS, LLC.
Director of Sales, West
01.2011 - 01.2012
NuCO2 LLC.
Vice President, Field Sales Operations, U.S.
01.2002 - 01.2011
COCA-COLA FOUNTAIN, U.S.A.
National Account Executive
01.1997 - 01.2002
B.A. Degree in Business Administration -
Loyola Marymount University
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