Summary
Overview
Work History
Education
Skills
Certification
Work Preference
Software
Accomplishments
Timeline
AdministrativeAssistant
Todd Christopher Askren

Todd Christopher Askren

West Chester,Ohio

Summary

Sales and Marketing professional with experience at all levels within the consumer goods industry. Proven achievements of market development, increased distribution, increased distributor and retailer focus, sales growth and increased profitability. Experience developing high-caliber account managers, sales managers, and sales/marketing programs. Strategic thinker and planner, skilled in the development and execution of effective sales, marketing and business programs. Possess strong management, financial and leadership skills to generate increased productivity and performance from sales staff, wholesalers, brokers, and customers. Committed to aligning and surpassing retailer needs and corporate objectives to deliver profitable growth for both.

Overview

24
24
years of professional experience

Work History

Senior Manager RGM, Bread, Buns and Rolls

Bimbo Bakeries USA
12.2023 - Current
  • Develop and lead sales and price strategy for Mainstream, Premium and Bun marketing groups
  • Establish targets for marketing, and development of new price-pack architecture and innovation strategies
  • Leading incremental funding processes for all customer teams and retailers
  • Co-lead Consumer Back Pricing Initiative
  • Created and lead new bottom-up planning process for innovation
  • Developed and lead new “Winning the Weeks that Matter” planning process
  • Reinstituted quarterly customer team planning meetings
  • Developed and instituted innovation launch planning process by sales team

Senior Manager, Category Management

Kroger Team
07.2019 - 12.2023
  • Lead assortment process by partnering with Kroger to improve shopping experience, grow sales and drive category growth
  • Changed the process by leveraging data to build a relationship as the “trusted advisor,” within the category
  • Became Kroger’s “trusted advisor” within the commercial bakery category
  • Grew shelf presence by 10% over 4 years in role
  • Grew BBU and category sales by taking a data driven approach to the overall new item process
  • Worked with Kroger to improve the KOMPASS process for Bread and Sweet Baked Goods
  • Grew Facings and PODs 2019-2023
  • Worked internally to improve new item setup process for Kroger and other retailers using Salsify, One World Sync and other systems
  • Delivered aisle reinvention in Kroger 2022 implementing, Artesano sections, KETO sections, SBG table expansion and updated Breakfast Center POGs
  • Lead Kroger and National Accounts in new item adoption last 4 years
  • Leveraged data driven, shopper centric approach to become Kroger’s “Go To” supplier for collaborative efforts
  • Provided strong leadership to enhance team productivity and morale.
  • Led cross-functional teams to achieve project milestones and deliver high-quality results.
  • Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
  • Improved team performance by providing comprehensive training and fostering a collaborative work environment.
  • Collaborated closely with peers from other departments to drive organizational success jointly as one cohesive unit.
  • Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.
  • Mentored junior staff members for skill development and career progression within the organization.
  • Implemented and developed operational standards, policies and procedures.
  • Demonstrated exceptional adaptability in navigating complex situations or rapidly changing environments with ease.
  • Balanced competing priorities efficiently while maintaining focus on critical tasks requiring immediate attention.
  • Conducted performance evaluations, compensations and hiring to maintain appropriate staffing requirements.
  • Increased customer satisfaction with timely project deliveries and seamless communication.
  • Implemented innovative solutions to overcome challenges, leading to enhanced productivity levels.
  • Promoted a culture of continuous learning through regular workshops, seminars, and training sessions for staff.
  • Executed appropriate staffing and budgetary plans to align with business forecasts.
  • Utilized data-driven insights to make informed decisions that resulted in higher returns on investments.
  • Reviewed and analyzed reports, records and directives to obtain data required for planning department activities.
  • Championed process improvement initiatives that led to significant cost savings without compromising on quality standards.
  • Consistently met or exceeded annual performance targets set by senior leadership.
  • Enhanced company reputation by driving successful initiatives that addressed client pain points effectively.
  • Held monthly meetings to create business plans and workshops to drive successful business.
  • Managed budgets effectively, achieving financial objectives while maintaining strict control over expenditures.
  • Evaluated vendor offerings critically to select the most appropriate partners for delivering desired results at optimal costs.
  • Spearheaded change management efforts for seamless adoption of new systems or processes among employees.
  • Facilitated partnerships with industry leaders, expanding company's network and opening new business opportunities.
  • Improved team productivity by implementing agile methodologies, reducing project completion times and enhancing collaboration.
  • Directed company's rebranding initiative, refreshing brand image and attracting broader customer base.
  • Led strategic planning sessions to align departmental goals with overall company vision, fostering cohesive growth strategy.
  • Developed and executed successful training program for junior managers, equipping them with essential leadership skills.
  • Led market analysis efforts to identify emerging trends, informing strategic decision-making and future investments.
  • Enhanced team performance with regular coaching sessions, focusing on individual strengths and areas for improvement.
  • Launched comprehensive customer feedback system, leading to enhanced product features and higher customer satisfaction rates.
  • Drove adoption of new technology solutions, modernizing operations and improving operational efficiency.
  • Oversaw expansion into new markets, conducting market research and adapting strategies to meet local needs.
  • Revitalized underperforming product lines by analyzing sales data, leading to focused improvement efforts and increased profitability.
  • Established team priorities, maintained schedules and monitored performance.
  • Defined clear targets and objectives and communicated to other team members.
  • Maintained positive customer relations by addressing problems head-on and implementing successful corrective actions.
  • Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
  • Evaluated employee performance and conveyed constructive feedback to improve skills.
  • Cultivated positive rapport with fellow employees to boost company morale and promote employee retention.
  • Maintained professional demeanor by staying calm when addressing unhappy or angry customers.
  • Developed detailed plans based on broad guidance and direction.
  • Used industry expertise, customer service skills and analytical nature to resolve customer concerns and promote loyalty.
  • Identified and communicated customer needs to supply chain capacity and quality teams.
  • Set aggressive targets for employees to drive company success and strengthen motivation.
  • Managed senior-level personnel working in marketing and sales capacities.

Retail Category Account Executive - Baby, Family and Fem Care

Procter & Gamble
06.2017 - 07.2019
  • Lead sales operations for Baby, Family and Fem Care categories across all national and regional accounts
  • Responsibilities include communication of programming, alignment to key business drivers with third party labor, project management, $230MM budget, and execution of all sales and distribution initiatives
  • Building new bottoms up budget process for all categories, leveraging time in motion studies, data collected through internal reporting, and new technology
  • First zero-based budget in a decade
  • Leveraging new process to right size coverage, saving Family Care $3.9MM annually
  • Delivering test market insights, set up and exit strategy 25% below budget
  • These savings allowed us to cover cost of an incremental program which is deliver new pricing insights across multiple retailers
  • Managed multiple accounts simultaneously while maintaining organization and prioritizing tasks efficiently.
  • Provided exceptional customer service, addressing client concerns promptly and effectively to ensure long-term loyalty.
  • Boosted client satisfaction by developing and maintaining strong relationships through effective communication.
  • Negotiated contracts successfully, securing favorable terms for both the company and clients.
  • Developed detailed reports analyzing account performance data, providing valuable insights for future strategy adjustments or improvements.
  • Collaborated with cross-functional teams to develop comprehensive marketing strategies, resulting in increased brand awareness and revenue growth.
  • Monitored industry trends and competition, adjusting sales strategies accordingly to maintain a competitive edge in the market.
  • Drove successful product launches, coordinating with marketing and product development teams to ensure alignment with customer needs.
  • Identified and addressed areas for improvement in sales strategies, leading to more efficient and effective sales cycles.
  • Exceeded quarterly sales targets by implementing strategic account management and personalized client engagement techniques.
  • Negotiated favorable terms in high-stake contracts, ensuring profitability and long-term partnership viability.
  • Enhanced client satisfaction, conducting thorough needs assessments and delivering tailored solutions.
  • Enhanced team performance, sharing best practices and mentoring junior account executives.
  • Met with customers to discuss and ascertain needs, tailor solutions and close deals.
  • Gained customer trust and confidence by demonstrating compelling, persuasive and composed professional demeanor.
  • Set and achieved company defined sales goals.
  • Negotiated prices, terms of sales and service agreements.
  • Contributed to event marketing, sales and brand promotion.
  • Contributed to team objectives in fast-paced environment.
  • Fielded customer complaints and facilitated negotiations, resolving issues and reaching mutual conclusions.
  • Presented professional image consistent with company's brand values.
  • Stayed current on company offerings and industry trends.
  • Served customers with knowledgeable, friendly support at every stage of shopping and purchasing.
  • Developed, maintained and utilized diverse client base.

National Account Executive/Field Execution Manager, Kroger

Dr Pepper-Snapple Group
01.2014 - 01.2017
  • Called on Kroger Headquarters and Divisions
  • Worked to build a professional relationship and penetrate the customer within both DSD and warehouse sales
  • Working with the customer to establish their desires for category growth we have leveraged the power of Dr Pepper’s football partnership and other marketing assets to move from -6% in 2014 to 4% growth in 2015 despite category headwinds followed by 6% growth in 2016
  • Secured first national Kroger tagged commercial for College Football Playoff, partnered with nationwide display program
  • Double digit shift in sales in 2015, followed by 5% growth over the category in 2016
  • Successful JBP process driving increased promotional activity, distribution gains and portfolio rebalancing delivering incremental sales and increased profitability
  • Excellent working relationship within Kroger category management and marketing
  • Strong wiring within customer at multiple levels
  • Developed compelling sales presentations to showcase product offerings and persuade decision-makers to close deals.
  • Conducted regular client reviews to assess account performance and identify areas for improvement or upselling potential.
  • Negotiated favorable contract terms with clients, balancing their needs with company objectives for profitability and growth.
  • Continuously pursued professional development opportunities, staying current with industry trends and emerging technologies to maintain expertise in the field.
  • Delivered exceptional customer service, addressing concerns and ensuring satisfaction throughout all stages of the sales process.
  • Increased overall company revenue with the strategic acquisition of new national accounts in various industries.
  • Organized quarterly business reviews with key stakeholders, sharing progress updates on account performance metrics and discussing future growth initiatives.
  • Streamlined internal processes related to account management, reducing administrative tasks while increasing team productivity.
  • Strengthened customer relationships for long-term success through consistent, personalized communication and service.
  • Analyzed market trends and adjusted sales tactics accordingly, maintaining a competitive edge in the industry.
  • Proactively identified opportunities within existing accounts to expand product offerings or increase service levels, driving revenue growth.
  • Collaborated with business development managers in partner planning process to develop mutual performance objectives, financial targets and critical milestones.
  • Increased market penetration by growing brand awareness.
  • Operated within budgetary constraints, participated in development of annual budget forecasts and reconciled operating budget.
  • Earned top spot out of [Number] employees across [Location] for outstanding [Type] and [Type] contributions.
  • Boosted sales by [Number]%, territory by [Number]% and market share by [Number]% using cross-selling techniques.
  • Identified staff requirements and worked with human resource department to initiate recruitment and training processes.
  • Engaged in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
  • Demonstrated products to show potential customers benefits and advantages and encourage purchases.
  • Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.
  • Facilitated business by implementing practical networking techniques.
  • Empowered team members by providing necessary resources, training opportunities, support systems needed for successful task completion.
  • Increased efficiency by identifying process improvements and implementing new solutions.
  • Led change initiatives that resulted in improved processes while remaining adaptable in fast-paced business environments.
  • Proactively identified potential obstacles during planning stages allowing ample time for strategy adjustments leading to minimized risks.
  • Delivered results on time by efficiently delegating tasks, establishing priorities, and maintaining open lines of communication between team members.
  • Collaborated with various departments to ensure alignment of goals and expectations throughout projects'' life cycles.
  • Assisted in recruiting, hiring and training of team members.
  • Reported issues to higher management with great detail.

National Account Manager, Kroger/Team Lead

Beam Inc.
01.2011 - 01.2014
  • Called on Kroger Headquarters and Divisions
  • Worked to build a professional relationship and penetrate the customer to the level of Vice President of Grocery Merchandising
  • Leveraging POS data and shopper insights we worked with the customer to build a collaborative partnership
  • Leveraging these tools to develop plans and presentations relevant to the customer, we were able to secure the support of the chain at all levels, allowing us to increase sales, distribution and increase execution across all events
  • Double digit year on year growth in NSV and GP
  • Strongest development in new Washington market of any supplier
  • Strong wiring within customer at headquarters and division levels
  • Strongest innovation placement in Kroger of any supplier in 2013
  • Leveraged data, including wine and segmentation to make Kroger #1 Skinny Girl Cocktails retailer in US
  • Managed through liquid shortage and price increases to deliver record profit year for Beam and Kroger in 2013

Key Account Manager

Frito-Lay
01.2008 - 01.2011
  • Called on Meijer (South and West Regions), Walmart and Bigg’s/Remke (Supervalu) for the Mid America Region
  • Worked to build relationships and penetrate these customers to the RVP level
  • Through leveraging market level data and working with the customer to build a trusting, collaborative relationship all retailers outpaced the market
  • This was accelerated when we began to identify opportunity markets and stores closing the loop on execution

Zone Business Manager

Frito-Lay
01.2006 - 01.2008
  • Responsible for 15 DSLs and over 400 RSRs
  • Key Accountabilities in HR and Sales Finance for Frito Lay’s Largest Zone in US
  • Facilitated cultural change to performance-based management for RSR team
  • Worked with DSLs to people plan, including upgrade needs within their teams
  • Finished each year on Selling Expense plan
  • Responsibilities included: all sales training, human resources, labor relations, and sales finance within the Cincinnati/Dayton Zone for DSD and management staff
  • Successfully negotiated new contract with Teamsters
  • Part of MAMR HR team to win Ewing award in 2007
  • Worked with ZSL to build a trust between management and commissioned employees
  • Successfully rolled out multiple training and compensation initiatives
  • Implemented new on-boarding procedures to better train and retain new employees
  • Improved operational workflows by identifying areas of inefficiency and implementing appropriate solutions.
  • Increased overall team productivity by fostering a positive work environment and providing effective leadership.
  • Communicated with customers and vendors positively with particular attention to problem resolution.
  • Negotiated contracts with suppliers and vendors, securing favorable terms for the company while maintaining strong relationships.
  • Oversaw financial operations, maintaining accurate records and ensuring compliance with industry regulations.
  • Successfully managed organizational change initiatives, minimizing disruptions to daily operations while achieving desired outcomes.
  • Drafted reports and documents to improve correspondence management, schedule coordination and recordkeeping.
  • Assisted with hiring process and training of new employees.
  • Created, managed, and executed business plan and communicated company vision and objectives to motivate teams.
  • Streamlined business processes by implementing new project management tools and techniques.
  • Executed business plans to further strengthen and maximize territory sales and profits.
  • Coordinated team schedules to keep shifts properly staffed during busy periods.
  • Developed strategic partnerships with key stakeholders, leading to significant growth opportunities for the company.
  • Evaluated current market trends and competitor strategies, guiding the development of innovative solutions to stay ahead in the industry.
  • Managed cross-functional teams, ensuring timely completion of projects within budget constraints.
  • Implemented cost-cutting measures, resulting in substantial savings for the organization without compromising on quality or performance.
  • Mentored junior staff members, helping them grow professionally and contribute more effectively to the team's goals.
  • Anticipated financial impact from operational issues and worked with leadership to develop solutions.
  • Enhanced customer satisfaction levels by implementing an effective feedback system and addressing concerns promptly and efficiently.
  • Processed vital documentation, completed forms and obtained appropriate insurance verification and authorization for services.
  • Mentored junior staff members, helping them grow professionally and contribute more effectively to the team''s goals.
  • Oversaw and improved deliveries through proactive coordination of daily operations.
  • Fostered a culture of continuous improvement by encouraging employee input on process optimization efforts.
  • Spearheaded recruitment and hiring process and compiled training materials for new and existing team members.
  • Increased market share by identifying and capitalizing on emerging market trends.
  • Enhanced customer satisfaction, providing personalized service solutions based on client feedback.
  • Achieved significant cost savings by renegotiating contracts and optimizing supply chain logistics.
  • Conducted detailed market analyses to inform strategic planning and decision-making processes.
  • Implemented customer relationship management systems to track client interactions and feedback, leading to improved service delivery.
  • Instituted data-driven approach to decision-making, leveraging analytics to guide business strategies.
  • Improved operational efficiency by adopting new technologies and training staff on best practices.
  • Boosted team morale and productivity by implementing regular feedback sessions and recognizing outstanding performances.
  • Developed and executed marketing strategies that significantly increased brand awareness in target markets.
  • Negotiated favorable terms with suppliers, improving profit margins without sacrificing quality.
  • Cultivated culture of continuous improvement by encouraging innovation and critical thinking within team.
  • Spearheaded launch of new products, overseeing all phases from concept to market introduction.
  • Led cross-functional teams to complete projects ahead of deadlines, ensuring high-quality outcomes.
  • Launched staff engagement, gender diversity and cultural programs in addition to robust reporting tool that increased operational quality.
  • Raised property accuracy and accountability by creating new automated tracking method.
  • Reduced operational risks while organizing data to forecast performance trends.
  • Updated and resolved incidents and managed accessorial charges objectively while maximizing profit.
  • Implemented innovative programs to increase employee loyalty and reduce turnover.
  • Monitored daily cash discrepancies, inventory shrinkage and drive-off.
  • Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization.
  • Scheduled employees for shifts, taking into account customer traffic and employee strengths.
  • Supervised creation of exciting merchandise displays to catch attention of store customers.
  • Tracked employee attendance and punctuality, addressing repeat problems quickly to prevent long-term habits.
  • Identified and qualified customer needs and negotiated and closed profitable projects with high success rate.
  • Cultivated and strengthened lasting client relationships using strong issue resolution and dynamic communication skills.
  • Observed each employee's individual strengths and initiated mentoring program to improve areas of weakness.
  • Reported issues to higher management with great detail.
  • Reduced financial inconsistencies while assessing and verifying billing invoices and expense reports.
  • Negotiated price and service with customers and vendors to decrease expenses and increase profit.
  • Implemented business strategies, increasing revenue, and effectively targeting new markets.
  • Assisted in recruiting, hiring and training of team members.
  • Trained and guided team members to maintain high productivity and performance metrics.
  • Interacted well with customers to build connections and nurture relationships.
  • Managed purchasing, sales, marketing and customer account operations efficiently.
  • Handled problematic customers and clients to assist lower-level employees and maintain excellent customer service.
  • Improved project delivery times, setting clear milestones and regularly monitoring progress against objectives.
  • Enhanced team capabilities, organizing professional development workshops and mentoring programs.
  • Optimized inventory management, reducing waste and ensuring availability of key products.
  • Streamlined operations, reducing overhead costs with comprehensive budget management.
  • Drove revenue growth with targeted sales initiatives, adapting techniques to meet changing market conditions.
  • Developed comprehensive risk management strategy, mitigating potential impacts on business operations.
  • Fostered strong, enduring relationships with key clients to secure repeat business and referrals.

District Sales Leader

Frito-Lay
01.2003 - 01.2006
  • Managed 15 routes in the Cincinnati market
  • Ran 106% to sales plan and 84% to prior year in shrink
  • My former district in Dayton market grew at a rate of 108% to LY prior to move
  • Excellent results in sales, unsaleables, and employee retention
  • 2005 Mid America Region (OH, KY, IN, MI, WV) District Manager of the year (Dayton)
  • 2006 Mid America Region (OH, KY, IN, MI, WV) District Manager of the year (Cincinnati)
  • Increased sales at double digit rate on core items in both Grocery and C&G channels
  • Implemented accountability-based culture among subordinates in a union environment
  • Increased execution of planned events

Area Manager (Ohio, Kentucky)

Mike’s Hard Lemonade
01.2001 - 01.2003
  • Area Manager for Ohio and Kentucky
  • Responsible for increasing distributor focus and increasing market share
  • Implement and execute national sales and marketing programs as well as develop and execute local initiatives
  • Work closely with Wholesaler Brand Managers to follow up and pre-plan monthly sales and marketing programs and incentives
  • Monthly sales projections consistently within 5%
  • Implementation of monthly suggested orders to all wholesalers to eliminate out of stock issues
  • Part of new market launch team across Eastern US
  • Increased volume of multi state territory 30% two years in a row
  • Established performance-based incentives for wholesalers
  • New monthly suggested orders greatly decreased of out-of-stock issues 50%
  • Increased distribution and improved placement of product through distributor training and market work
  • Best innovation distribution in the country at 90 days per AC Nielsen (ACV% of 94)
  • Strong relationship and level of loyalty from wholesaler network and key accounts

Education

Bachelor of Arts - Economics

Ohio University
Athens, Ohio

Skills

  • Strategy
  • Joint Business Planning
  • Sales Training and Development
  • Customer/Consumer-Centric Programming
  • Product Innovation Launch
  • Category Leadership
  • Revenue Growth Management
  • Process Development
  • People Development/Mentorship
  • Follow Up
  • Customer Relationships
  • New Market Development
  • Execution of Marketing Programs
  • Fact-based Selling
  • Category Management/Development
  • Sales Finance
  • Sales/Marketing Strategy
  • Implementation/Execution
  • Delivering Sustainable Growth
  • Troubleshooting and problem resolution
  • Data-driven decision making
  • Documentation and reporting
  • Data analytics
  • Talent development
  • Organizational improvement
  • Budget oversight
  • Partnership development
  • Budget administration
  • Market analysis
  • Cross-functional team leadership
  • Influencing and negotiating
  • Sales channel analytics
  • Innovation management
  • Teamwork and collaboration
  • Team leadership
  • Process improvement
  • Problem-solving
  • Team development
  • Budget management
  • Employee development
  • Excellent communication
  • Employee coaching and mentoring
  • Customer relationship management
  • Business analysis and reporting
  • Computer skills
  • Business planning
  • Goal setting
  • Idea development and brainstorming
  • Brand management
  • Task prioritization
  • Analytical thinking
  • Operations management
  • Cross-functional collaboration
  • Strategic planning
  • Strategic planning
  • Cross-functional team coordination
  • Cross-functional communication

Resource allocation

Problem resolution

Performance tracking and evaluation

Certification

  • Category Management (CMA)
  • Negotiation Training

Work Preference

Work Type

Full Time

Work Location

On-SiteRemoteHybrid

Important To Me

Company CultureHealthcare benefitsPersonal development programsTeam Building / Company Retreats401k matchStock Options / Equity / Profit Sharing

Software

MS Office

JDA

Power BI

Circana

8451

Dunnhumby

Market 6

Accomplishments

  • Supervised teams of 3 to 400+ staff members.
  • Used Microsoft Excel, Circana and Internal Data to develop innovation product needs, by retailer to support procurement team.
  • Collaborated with outside vendor and internal stakeholders in the development of Consumer Back Pricing for BBU, driving additional $8MM in profit for BBU and $6MM for customers.
  • Achieved automated facing tracking at store and division level by developing a database and tracker for semi-annual measurement.
  • Partnered with Kroger to grow space in every reset over 4 years on desk by leveraging data and a fact based approach, increasing sales for BBU and Kroger while reducing out of stock items.
  • Documented and resolved out of stock issues which led to improved customer relationships and increased sales.
  • Achieved "right sized sets" by leveraging POS data for customers when Washington and Oregon moved spirits sales into grocery stores.

Timeline

Senior Manager RGM, Bread, Buns and Rolls

Bimbo Bakeries USA
12.2023 - Current

Senior Manager, Category Management

Kroger Team
07.2019 - 12.2023

Retail Category Account Executive - Baby, Family and Fem Care

Procter & Gamble
06.2017 - 07.2019

National Account Executive/Field Execution Manager, Kroger

Dr Pepper-Snapple Group
01.2014 - 01.2017

National Account Manager, Kroger/Team Lead

Beam Inc.
01.2011 - 01.2014

Key Account Manager

Frito-Lay
01.2008 - 01.2011

Zone Business Manager

Frito-Lay
01.2006 - 01.2008

District Sales Leader

Frito-Lay
01.2003 - 01.2006

Area Manager (Ohio, Kentucky)

Mike’s Hard Lemonade
01.2001 - 01.2003

Bachelor of Arts - Economics

Ohio University

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