TONY AGUILAR
Keizer,OR
Summary
Category management and fresh produce marketing professional with a track record of using sales analysis, market research, and KPI reporting to identify growth and profitability opportunities. Support assortment optimization, merchandising, and demand planning through clear recommendations tied to retail performance. Selected for category advisor roles, reflecting trusted insight on bananas, pineapples, and produce strategy.
Overview
33
33
years of professional experience
Work History
Category Manager
DEL MONTE FRESH
Portland, Oregon
05.2007 - 01.2024
- Established and monitored key performance indicators (KPIs) to assess category results against business objectives, driving strategic decision-making.
- Analyzed sales data, consumer trends, and market research to identify category growth and profitability opportunities.
- Developed sales reports and performance analyses to inform category recommendations, enhancing business planning and retail performance.
- Evaluated market trends and consumer preferences to inform product assortment, merchandising, and category development strategies.
- Forecasted sales using historical data and market trends to support demand planning, inventory management, and product availability.
- Translated market intelligence into actionable recommendations that informed category development and strengthened customer relationships.
Field Retail Merchandiser
DEL MONTE FRESH
Portland, Oregon
03.2002 - 05.2007
- Executed retail merchandising programs enhancing product visibility, presentation, and in-store availability.
- Monitored inventory and product movement to evaluate merchandising effectiveness, identifying opportunities for improvement.
- Partnered with store managers to address customer needs and implement local merchandising strategies.
- Shared retail insights and trained personnel on inventory procedures, product handling, and merchandising standards to ensure consistency.
Category Advisor – Bananas
Walmart
01.2009 - 01.2012
- Developed fresh produce category strategies and retail merchandising initiatives, leveraging category expertise and market insights to enhance assortment and drive category performance.
Category Advisor – Pineapples
Walmart
01.2018 - 01.2020
- Leveraged category expertise and market insights to enhance assortment and merchandising strategies in fresh produce category development and retail merchandising initiatives.
Special Project Manager
ADVANTAGE CHANNEL MARKETS
Portland, Oregon
09.2001 - 03.2002
- Coordinated project teams and resources to meet deadlines, resolving operational challenges and ensuring customer service standards were upheld.
Direct Sales Representative
FOOD SERVICES OF AMERICA
Salem, Oregon
02.1994 - 09.2001
- Developed new business and expanded customer accounts through prospecting, cold calling, referrals, and relationship selling, resulting in increased client base.
- Identified customer needs and recommended product solutions while monitoring sales performance to ensure alignment with established goals.
- Built lasting customer relationships through responsive service and consistent follow-through, enhancing customer loyalty.
Mobile & Online Notary
WATERLOT NOTARY
Keizer, Oregon
01.2025 - Current
- Established business relationships with legal professionals, delivering mobile and online notarization, document witnessing, and apostille services.
Education
Bachelor of Science in Business - Hotel, Restaurant & Tourism Management
Oregon State University
Corvallis, OregonSkills
- Category Strategy & Development
- Fresh Produce Strategy
- Retail Account Management
- Retail Merchandising
- Sales Performance Tracking
- Inventory Optimization
- Performance Metrics Analysis
- Market research
- Growth profitability
- Promotional marketing
- Strategic Planning
- Stakeholder Engagement
Personal Information
Title: REGIONAL MARKETING MANAGER
AWARDS & RECOGNITION
Progressive Grocer Category Captain – Pineapple, 2011, Progressive Grocer Category Captain – Fresh-Cut Fruit, 2011, Keizer Elks #2472 Officer of the Year, 2022, Food Services of America Catch the Spirit Award, 1997
COMMUNITY LEADERSHIP
Keizer Elks #2472, Chairman of the Board of Trustees, 2021-04, Present, Support organizational governance, strategic planning, and community engagement.
Timeline
Mobile & Online Notary
WATERLOT NOTARY
01.2025 - Current
Category Advisor – Pineapples
Walmart
01.2018 - 01.2020
Category Advisor – Bananas
Walmart
01.2009 - 01.2012
Category Manager
DEL MONTE FRESH
05.2007 - 01.2024
Field Retail Merchandiser
DEL MONTE FRESH
03.2002 - 05.2007
Special Project Manager
ADVANTAGE CHANNEL MARKETS
09.2001 - 03.2002
Direct Sales Representative
FOOD SERVICES OF AMERICA
02.1994 - 09.2001
Bachelor of Science in Business - Hotel, Restaurant & Tourism Management
Oregon State University