Tracy Roberts
Las Vegas,NV
Summary
Sales leader with over 20 years of experience in driving distribution, revenue, and profitability within the beverage and foodservice sectors. Expertise in building partnerships with major broadliners and national accounts, including Sysco, Caesars Entertainment, Station Casinos, and MGM Resorts. Proven skills in contract negotiation, P&L management, and market growth strategies across diverse channels. Recognized for a self-starter mentality and collaborative approach to team success.
Overview
17
17
years of professional experience
Work History
Key Account Manager/National Account Manager
Farmer Bros Coffee
Las Vegas, NV
07.2023 - Current
- Hold responsibility for driving sales throughout a multi-state region, managing a portfolio of 42-plus accounts that includes a mix of convenience stores, chain restaurants, and national hotel/casinos—with key clients including MGM Resorts, Station Casinos, Rio Hotel, Caesars Entertainment, Ellis Island Casino, Affinity Gaming, Blueberry Hill/Golden Pancake, Superpumper, Green Valley Grocery, Terrible Herbst, and Speedee Mart.
- Drive net-new account growth, in addition to maintaining and expanding existing account relationships, exceeding all assigned sales targets and successfully driving $6.5M+ in Net Sales in FY2025
- Design and deliver presentations showcasing all company products, educating customers on the company’s unique product benefits, and what differentiates them from the competition.
- Analyze GAP reports to sell new items to customers, successfully growing the book of business to achieve AOP each fiscal year.
- Conduct quarterly business reviews with clients to review performance, introduce new products, address any questions or concerns, and devise strategies to further enhance customer success.
- Survey customer properties to determine their equipment needs based on volume, product, price, and other factors, recommending optimal equipment and product solutions.
- Partner on a continuous basis with other sales team members and cross-functional departments to optimize workload, ensure alignment, and guide team efforts to ensure customer satisfaction.
Area Sales Manager
Farmer Bros Coffee
Las Vegas, NV
10.2022 - 07.2023
- Generated over $14M in annual net sales through effective distribution across Las Vegas, Havasu, and Southern Utah.
- Established trusted relationships with business owners and stakeholders using consultative selling techniques.
- Provided comprehensive sales training and mentoring to 14 employees, fostering a positive service culture.
- Promoted company products at trade shows and industry events to expand market presence.
- Collaborated with senior client leaders to resolve concerns and restore loyalty among at-risk accounts.
- Ensured safety compliance among route sales teams, technicians, and warehouse personnel.
- Enhanced customer loyalty by developing strong client relationships through proactive communication.
- Supported new staff training on sales processes and tools for improved performance.
Assistant Interior Designer
Nicole Roberts Interior Design
Las Vegas, NV
06.2020 - 10.2022
- Engaged in a short-term career pivot during the COVID era, based on the downturn in the F&B industry, assisting an interior design firm with various sales, client relations, and project management activities.
- Met with clients to assess their needs, develop design concepts, and provide product samples
- Created presentation materials (sketches, illustrations, computer-generated drawings) for client review
- Utilized multi-tasking skills to manage multiple projects, in parallel, under challenging deadlines
- Coordinated all phases of construction documents and prepared customized furniture/artwork plans
- Assisted in creating design presentations for client meetings.
- Researched materials and furnishings for interior design projects.
- Organized samples and materials for project displays and client reviews.
- Collaborated with team members on project concepts and ideas.
Sales Manager West Coast
CBC Specialty Beverage
Las Vegas, NV
09.2019 - 06.2020
- Company Overview: Top national distributor of coffee, espresso, and hot/iced tea—serving thousands of customers across the country with dozens of premium brands such as Lavazza, Intelligensia, LaColombe, Vittora, China Mist, Harney & Sons, and Rishi.
- Recruited to leadership role for this top national distributor of coffee, espresso, and hot/iced tea—serving thousands of customers across the country with dozens of premium brands such as Lavazza, Intelligensia, LaColombe, Vittora, China Mist, Harney & Sons, and Rishi.
- Directed a team of 4 staff and managed all business development activities in the Western U.S.
- Drove sales prospecting, outreach, and presentation efforts to a wide range of potential B2B accounts, growing sales by 7% over PY throughout tenure
- Generated detailed RFPs to meet customized client beverage and equipment requirements
- Provided product training/education and served as an industry leader, conducting coffee/tea cupping sessions, barista and equipment training, and education on roasting/blending strategies
- Monitored KPI metrics and worked closely with distributor partners to enhance market penetration
- Collaborated with Food & Beverage Managers and Procurement to determine the best brands and product types to meet specific customer needs
- Top national distributor of coffee, espresso, and hot/iced tea—serving thousands of customers across the country with dozens of premium brands such as Lavazza, Intelligensia, LaColombe, Vittora, China Mist, Harney & Sons, and Rishi.
- Assisted in developing sales strategies for beverage product lines.
- Conducted market research to identify customer preferences and trends.
- Supported the execution of promotional events and tastings for new products.
Director of Sales
CSS West
Las Vegas, NV
01.2017 - 08.2019
- Led promotional product sales across Southwestern U.S., forecasting and constructing programs with Sales Managers.
- Supervised, mentored, and evaluated performance of three Sales Managers in diverse markets.
- Managed $1M sales budget, making strategic advertising and merchandising decisions.
- Sold 150 promotional campaigns to executive teams at prominent West Coast hotels/casinos.
- Secured major accounts including Station Casinos and Dotty's Casinos.
- Achieved business growth of 15% over previous years, driving team excellence.
Key Account Manager-C-Stores/Hotel-Casinos
Nestle Waters
Las Vegas, NV
04.2008 - 01.2017
- Drove sales growth of approximately 12% year-over-year for premium water programs in chain accounts and hotel casinos.
- Established new distribution goals and incentives to enhance retail program performance.
- Executed brand launches and promotional campaigns, optimizing budget allocations to maximize impact.
- Represented company as brand ambassador at trade events, enhancing visibility and engagement.
- Maintained point-of-sale materials while effectively managing $15K budget for promotional efforts.
- Participated in distributor retail meetings to align on sales strategy and marketing initiatives.
- Achieved annual sales increase of 9% through improved shelving strategies in regional convenience store accounts.
- Coordinated product launches to ensure successful market entry and brand positioning.
District Manager
InBev, USA
- Additional prior experience as a District Manager at InBev, USA and Key Account Manager at Pepsi-Cola; details available upon request
Key Account Manager
Pepsi-Cola
- Additional prior experience as a District Manager at InBev, USA and Key Account Manager at Pepsi-Cola; details available upon request
Education
Communications -
University of Nevada
Las Vegas, NVGraduate -
Culinary Arts School
Las Vegas, NVSkills
- Territory growth strategies
- Lead qualification and prospecting
- Team leadership
- Business development
- Customer needs analysis
- Market planning
- Branding and promotions
- KPI management
- Market penetration
- Distributor management
- Relationship management
- Sales channel oversight
- Customer relationship management
- Sales training
- National account management
- Financial Analysis/ROI
- JDE/Power BI
- VIP/Nielsen/IRI
- Salesforce/Zoho CRM
- Microsoft Word/Excel/Powerpoint
References
References available upon request.
Timeline
Key Account Manager/National Account Manager
Farmer Bros Coffee
07.2023 - Current
Area Sales Manager
Farmer Bros Coffee
10.2022 - 07.2023
Assistant Interior Designer
Nicole Roberts Interior Design
06.2020 - 10.2022
Sales Manager West Coast
CBC Specialty Beverage
09.2019 - 06.2020
Director of Sales
CSS West
01.2017 - 08.2019
Key Account Manager-C-Stores/Hotel-Casinos
Nestle Waters
04.2008 - 01.2017
District Manager
InBev, USA
Key Account Manager
Pepsi-Cola
Communications -
University of Nevada
Graduate -
Culinary Arts School
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