Tracey Shaw
KIMBO COFFEE USA
Tampa,FL
19
years of professional experience
National Sales Manager – Away From Home (Foodservice) | U.S. Foodservice Lead built U.S. foodservice channels from launch to $3M+ in revenue across 18+ states. Leads account development, distributor expansion, pricing and margin strategy, and commercial execution for QSR, bakery/café, family dining, hospitality, and specialty coffee channels. Built a commercial coffee equipment and technical service program from the ground up, including manufacturer negotiations, ROI modeling, SOPs, installation protocols, and national service infrastructure.
Work History
National Sales Manager – Away From Home (Foodservice) | U.S. Foodservice Lead
- Built and scaled Kimbo’s U.S. Away-From-Home foodservice channel from inception to $3M+ in revenue across 18+ states, establishing the commercial, distributor and operating infrastructure for national growth.
- Owned national foodservice strategy across account development, distributor expansion, pricing and margin, forecasting, pipeline management, budgeting and revenue execution.
- Developed annual business plans and joint growth strategies with distributor and key-account partners; led quarterly business reviews, customer planning, market visits, field ride-alongs, sales training and foodservice trade-show execution.
- Built Kimbo’s U.S. commercial coffee equipment and technical service program from the ground up, leading equipment sourcing, manufacturer negotiations, pricing, ROI modeling, SOP development, installation protocols, nationwide service infrastructure, training and customer implementation.
- Secured and expanded strategic distributor, manufacturer and operator partnerships supporting national and multi-unit growth across QSR, Bakery/Café, Family Dining, hospitality and specialty coffee channels.
- Led cross-functional execution across Sales, Finance, Operations, Logistics, service providers, distributors and international leadership, influencing stakeholders without direct reporting authority.
- Managed $250K+ in CapEx supporting commercial equipment deployment and scalable foodservice expansion.
- Present
Senior Sales Manager – Central Southeast Region
5 Years- Delivered 29% B2B growth and generated $1.8M+ in new business across a multi-state territory through strategic national/regional account development, route-to-market execution and distributor partnerships.
- Managed complex foodservice and workplace accounts across multi-unit operator segments, developing growth plans, forecasts, pipelines and business reviews to expand revenue and strengthen customer retention.
- Partnered cross-functionally with internal commercial teams, distributors, manufacturers and customers to coordinate equipment solutions, implementation, service delivery and long-term account growth.
Regional Distributor Manager – Beverage Division
3 Years- Achieved 115% year-over-year growth across the beverage portfolio while managing a $4M+ foodservice business and maintaining 96% customer retention over three years.
- Led strategic distributor and operator development across Sysco, US Foods and regional partners, managing commercial pricing, promotional planning, profitability and market expansion.
- Expanded business across QSR and multi-unit foodservice segments through customer planning, distributor execution and targeted growth strategies.
Regional Distribution Manager – Office Beverage Systems | Regional Sales Manager – Foodservice
3 Years- Managed a $7M six-state territory, increasing revenue 50% year over year and driving 135% distributor-channel growth through strategic market development and major commercial beverage equipment placements.
- Managed eight Sysco operating companies and developed regional/national growth plans, executive relationships and market strategies across foodservice and beverage channels.
Education
Bachelor of Science - Business
Associate of Arts - Liberal Arts
Skills
National & Multi-Unit Accounts
Strategic Account Planning
Forecasting
Revenue & Margin Management
Cross-Functional Leadership
Distributor management
Pricing strategy
Pipeline management
Manufacturer partnerships
Market development
Channel strategy
S&OP planning
Revenue operations
Board reporting
Sales team hiring
ADDITIONAL EXPERIENCE
Sales, regional and national account leadership roles with Royal Cup Coffee, Country Pure Foods, Quaker Oats/Gatorade and Boca Beverage Distribution Company.
Timeline
Senior Sales Manager – Central Southeast Region
NESPRESSO PROFESSIONAL | NESTLÉ
2017.01 - 2022.01Read More
Regional Distributor Manager – Beverage Division
THE J.M. SMUCKER COMPANY
2014.01 - 2017.01Read More
Regional Distribution Manager – Office Beverage Systems | Regional Sales Manager – Foodservice
STARBUCKS COFFEE COMPANY
2003.01 - 2006.01Read More
Saint Leo College
Associate of Arts from Liberal Arts
Read More
National Sales Manager – Away From Home (Foodservice) | U.S. Foodservice Lead
KIMBO COFFEE USA
2022.01Read More
University of Central Florida
Bachelor of Science from Business
Read More