TODD WHITTEN
Enumclaw,WA
Summary
Purposeful and highly qualified Business Development & Sales Executive with other 30 years of experience and success in sales management, marketing, and new business development. Adept at educating clients on company services, acquiring new accounts, and expanding the client base, while generating higher levels of revenue. Consistently recognized for successfully launching new products to major retailers nationwide while generating millions of dollars in sales. Currently seeking a position as VP of Sales which will effectively utilize all acquired skills, abilities, and areas of expertise as follows: New Business Development, Key Relationship Building, Fact Based Selling, Power-Point Presentations, Broker Management, Problem Solving, National Retail Distribution, New Product Launch, Team Motivation/Leadership, Performance Improvement, Sales/Revenue Growth, Channel Management, Strategic Negotiation, Competitive Analysis, Goal Forecasting.
Overview
38
38
years of professional experience
Work History
Director of National Accounts
Formula Corp.
01.2015 - Current
- Manufactured private label chemical cleaning products for national retailers.
- Hired to build retail products division and develop big box, grocery, and club private label retail programs.
- Collaborated with retail buyers to create custom private label programs tailored to customer requirements.
- Created cleaning products for national retail, grocery, club, specialty, and mass markets.
- Collaborated with Target to create the Everspring brand featuring an extensive line of products.
- Partnered with UNFI to develop the Field Day & Wild Harvest private label.
- Partnered with Whole Foods and developed the 365 HBC products.
- Developed a cleaning product line for Topco and Sprouts.
- Created hand soap club pack for sale in independent restaurants.
- Collaborated with HEB and Albertsons on home cleaning private label initiatives.
- Expanded company to twice its original size over four-year period.
Vice President, Sales & Marketing
Tulocay and Company
01.2013 - 01.2015
- Company Overview: Natures Habit Granola. Sold Company to a Canadian Food MFG.
- Hired to restructure sales force and rebuild buyer loyalty and brand identity.
- Partnered with several national retailers to create non-GMO, Kosher-OUD, and vegan products for several channels of trade throughout North America.
- Mended relationships with national distributors, UNFI, KEHE, DPI, and McLane.
- Refocused brand to match Nielsen's data and utilized IRI TA tools to deliver increased revenue.
- Created 3-5-year global pricing strategy for each channel based on the best metrics and methods.
- Established program with Safeway, Albertsons, and Target.
- Developed C-stores business with Race-Trac, 7-11, Circle-K through McLane and Mr. Checkout.
- Analyzed retail data and adjusted SKUs and pricing to deliver retailer margin requirements.
- Developed Costco dual pack and bulk program with rotations.
- Created Six Simple Formula SKUs for Whole Foods, extremely basic packaging.
- Hired new brokers for all channels of trade, convenience, military, and C-Store.
- Developed products for Amazon, utilizing click-and-save and banner advertising reflecting a 100% sales increase.
- Natures Habit Granola. Sold Company to a Canadian Food MFG.
Director of Business Development
La Panzanella Foods
01.2009 - 01.2013
- Launched a national bakery program for grocery and club, developed a line of all-natural cookies as an extension.
- Hired brokers per trade channel, grocery, mass, warehouse, food service and military, C-Channel.
- Rationalized SKUs and went from 28 to 12 without losing revenue.
- Developed products based on Neilson, IRI data for price, and channel category.
- Created a sampling program with Whole Foods, Costco, and Sam's Club, as well as a private label program with Target, Tastefully Simple, and Harry & David.
- Launched a yearlong marketing strategy per channel and accounts.
- Initiated club store pack and sold 3 regions in the first year.
- Placed products in Safeway and Publix in the first year and 36 regional grocers, as well as 26 specialty food distributors throughout North America and all regions of Costco on a 36-week rotation.
Vice President, Global Sales Director
Callison Brands, Inc.
01.2004 - 01.2009
- Developed business plans and launched retail in the spring of 2004.
- Leveraged relationships and developed products for four channels of trade, mass, specialty, grocery club, and C-store.
- Created private label programs for Target, Crate & Barrel, and BJ's Club.
- The product is placed in over 6,000 retail stores and has over one million consumer impressions.
- Developed products for three divisions - grocery, mass, and department stores.
- Placed product in six of the top ten USA retailers in the first year.
- Developed program for Loblaws, Canadian Tire Company and Wal-Mart Canada.
- Placed product through distribution in the United Kingdom, Australia, Netherlands, Germany, and Mexico.
- Developed DSD programs for Bed, Bath & Beyond.
- Developed a regional roadshow program for Costco to become a corporate warehouse program.
- Forecast all sales by region and nationally.
- Hired and trained an independent sales force for two channels of trade.
Vice President of Sales
General Mills/Formula Brands, Inc.
01.2000 - 01.2004
- Develop sales and marketing strategy to maximize brand equity for Betty Crocker housewares.
- Manage all aspects of sales operations.
- Launched Betty Crocker bakeware to retailers nationwide.
- Leveraged strong relationships with retailers to achieve market penetration.
Owner
Pacific American Products, Inc.
01.1987 - 01.2000
- Launched and developed a cookware company from a $50,000 startup to a national retailer.
- Managed operations and create brand and marketing campaigns for worldwide sales.
- Translated vision and goals into strategy and tactics with partners.
- Designed products, supervised manufacturing in Asia, developed marketing strategy, and directed product launches for 4+ retail channels.
- Hired, trained, and supervised sales force.
- Built profitable relationships with major retailers.
- Developed private label programs with Sears, JC Penney, Costco, and Restoration Hardware and negotiated deals from $500,000 to $3 million.
- Developed extremely successful continuity programs for Safeway and Kroger.
- Key player in product development for retailers; researched Europe and Asia for sourcing.
- Directed Costco retail training seminars, national sales meetings, and trade shows.
- Successfully appeared on the QVS shopping channel to promote and sell products.
Education
NAFTA, PLMA, City Club
Skills
- New Business Development
- Key Relationship Building
- Fact Based Selling
- Power-Point Presentations
- Broker Management
- Problem Solving
- National Retail Distribution
- New Product Launch
- Team Motivation/Leadership
- Performance Improvement
- Sales/Revenue Growth
- Channel Management
- Strategic Negotiation
- Competitive Analysis
- Goal Forecasting
Timeline
Director of National Accounts
Formula Corp.
01.2015 - Current
Vice President, Sales & Marketing
Tulocay and Company
01.2013 - 01.2015
Director of Business Development
La Panzanella Foods
01.2009 - 01.2013
Vice President, Global Sales Director
Callison Brands, Inc.
01.2004 - 01.2009
Vice President of Sales
General Mills/Formula Brands, Inc.
01.2000 - 01.2004
Owner
Pacific American Products, Inc.
01.1987 - 01.2000
NAFTA, PLMA, City Club
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