William A. Kervick
Charlotte,USA
Summary
Dynamic Senior Sales Manager with Lactalis Heritage Dairy, driving $548MM in gross revenue through innovative sales strategies and cross-functional collaboration. Proven expertise in revenue forecasting and customer relationship management, achieving significant profitability optimization. Recognized for leadership and excellence, exemplified by recognition through being awarded the President's Heritage Cup.
Overview
14
14
years of professional experience
Work History
Senior Sales Manager, Grated and Cultured Cheese-Total US & Puerto Rico
Lactalis Heritage Dairy
Charlotte, NC
01.2025 - Current
- Leading national sales and strategy for branded and private label Grated and Cultured Cheese businesses for all accounts and channels (National, Regional, Club, Value, Drug, C-Store, and E-Commerce). Gross Revenue of $548MM, $399MM in Net Sales & $41MM in Profit.
- Develop and communicate national strategic merchandising and shelving tactics to that drive efficient ROI and deliver upon consumer trends.
- Work directly with cross functions on breakthrough new item innovation and commercialization from conception to first ship.
- Generate and align on weekly and monthly revenue forecasts with demand, supply and material cross function to deliver superior customer fill rates and reduce waste.
- Create selling materials for customer specific meetings, innovation, consumer trends and A&C support.
- Partner with Category Leadership on emerging trends to develop innovation and in-store shopper marketing tactics that grow retailers categories.
Customer Business Lead-Southeast Geo Region
Lactalis Heritage Dairy
Charlotte, NC
11.2021 - 12.2024
- Team lead for 14 customers in the Southeast. Responsibilities include leading & developing a team of four direct reports. Managing the Natural Cheese, Cultured, Grated, and Snacking Cheese businesses across the Southeast Geographies. Gross Revenue of $61MM, $41MM in Net Sales & $16MM in Profit.
- Managing, leading, and developing four direct reports to achieve annual Sales and Financial targets, drive collaborative cross‐functional partnerships with Marketing, Supply Chain, Sales Planning and Finance.
- Leverage internal data & syndicated data to maximize category opportunities and investment into big bets with the customers to obtain mutual goals.
- Leverage all available resources to maximize executional excellence across all internal business functions (planning, category mgmt., supply chain , technology & local marketing opportunities).
- Utilize IRI, Nielsen, and RSI data, internal and external data (competition), to build customer plans and drive profitable revenue.
- Communicate and influence execution of business plans to drive superior execution across key team members (i.e. SC, Broker, Retail).
- Develop efficient and effective trade programs to deliver best ROI within budget. Manage team trade spending levels within budget targets.
- Develop key customer partnerships and with a focus on service levels. Evaluate areas of improvement and implement.
- Lead and facilitated quarterly business and annual 'Top‐to‐Top' and JBP meetings.
Customer Business Lead- Kroger
Kraft Heinz Company
Charlotte, NC
07.2020 - 11.2021
- Responsible for leading and driving the business results for the Natural’s, Sandwich, Recipe, Grated, and Snacking Cheese businesses at Kroger. Gross revenue sales of $347MM, $231MM in Net Sales & $88MM in Profit Margin.
- Facilitated cross‐functional partnerships with Marketing, Supply Chain. Category Leadership/Sales Planning and Finance Team.
- Collaborated with Brand/Marketing team to develop Kroger shipper distribution and delivered incremental revenue results for Kroger team. Worked with Kroger category & shelving team on distribution/shelfing priorities & assortment optimization.
- Leveraged all available resources to elevate executional excellence across business planning, category mgmt., supply chain, technology & local marketing.
- Utilized IRI, Nielsen, and RSI insight data, to build total customer profits and plans.
- Provided weekly updates to management on competitive activity (both at Customer and in the market), Customer specific strategy changes, key marketplace updates and other business-related activities.
- Drove efficient and effective trade programs to deliver best ROI and within budget. Executed both revenue and trade promotion spending within budget while managing trade dollars as percent of revenue for maximum results.
- Improved customer service interfaces with key Kroger contacts to improve communication to key stakeholders. Reviewed areas for improvement to Kroger buying team.
- Facilitated quarterly business reviews, 'top‐to‐top meetings,' and JBP meetings.
Customer Business Franchise Lead-Condiments, Frozen, & Meals Ahold Delhaize
Kraft Heinz Company
Charlotte, NC
02.2019 - 06.2020
- Responsible for leading & driving business results for Condiments, Frozen, and Meals Business across Ahold Delhaize banners. Gross dollar sales of $317MM, $228MM in Net Sales, & $114MM in Profit Margin.
- Facilitated cross‐functional partnerships with Marketing, Supply. Category Leadership/Sales Planning and Finance Team.
- Influenced Brand/Marketing strategy and delivered business targets for Sales Team across Ahold Delhaize banners through plan development, leveraging the customer shelfing priorities, assortment optimization and F&D plans.
- Leveraged all available resources to drive execution across all business functions (planning, category mgmt., supply chain, & local marketing).
- Utilize IRI, Nielsen, and RSI data to build total customer plans.
- Provided weekly updates to management on competitive activity (both at Customer and in the market), customer specific strategy changes, key marketplace updates and other business-related activities.
- Drove efficient and effective trade programs to deliver best ROI and within budget. Managed trade promotion spending levels within budget while managing trade dollars efficiencies across the team.
- Drove customer service interfaces with key Ahold Delhaize contacts to assess service levels, understand areas for improvement and ensure improvement plans are implemented.
- Facilitated business reviews and customer visits, including annual reviews and 'top‐to‐top meetings,' and JBP meetings.
Customer Category Manager-Condiments, Frozen, Meals, Desserts Food Lion
Kraft Heinz Company
Charlotte, NC
06.2017 - 02.2019
- Responsible for leading the Condiments, Frozen, Meals, and Desserts Business at Food Lion. Gross dollar sale of $118MM, $106MM in Net Sales & $51MM in Profit Margin.
- Developed sales strategy and delivered business results for Kraft Heinz at Food Lion. Drove results through plan development and implementation, leveraging the customer shelfing priorities, assortment optimization and F&D plans.
- Utilize IRI, Nielsen, and RSI data to build customer plans and profits.
- Provided weekly updates to management on competitive activity (both at Customer and in the market), Customer specific strategy changes, key marketplace updates and other business-related activities.
- Drove efficient and effective trade programs to deliver best ROI and within budget. Executed volume and trade promotion spending levels within budget while managing trade dollars as percent of revenue for maximum results.
- Drove excellent customer service interfaces with key Food Lion contacts. Reviewed service levels & areas for improvement to ensure improvement plans are implemented.
- Facilitated business reviews and customer visits, including annual reviews and 'top‐to‐top meetings,' and JBP meetings.
Retail Channel Consultant
Retail Solutions Inc.
Charlotte, NC
02.2016 - 06.2017
- Work with Alhold/Delhaize team to set goals and objectives utilizing RSI data. Work with team to measure progress against these goals and ensure that deliverables are met.
- Drive utilization of RSI’s software applications demonstrating the value-added capabilities. Users range from supply chain/operations to sales/category management, and in some instances, in store execution teams. Monitor utilization and develop strategies to keep the user base engaged. As resourced, deliver in-person and web-based training and support.
- Work with customer teams to identify their key business needs and develop reporting and processes that assist our customers with meeting their goals. Measure the return on investment through these initiatives where possible.
- Ensure that best practices are cross-pollinated within the customer teams through the delivery of webinars, write ups or other means at the discretion of the customer.
- Drive customer initiatives through cross functional coordination with Channel Management, Engineering, Product Management, Production Operations and Sales.
Category Advisor: Mars National Dedicated Team
Advantage Sales and Marketing
Charlotte, NC
07.2015 - 02.2016
- Update specific reports such as distribution tracking, pricing reports, new item tracking, and special business initiative tracking.
- Work with both Mars and Family Dollar in preparing post promotion analysis for specific manufacturers, promotions, and secondary display activity.
- Under direction of Family Dollar Buyer and Mars Account Manager will coordinate activities to meet administrative requirements of the client.
- Assist Family Dollar Buyer and Mars Account Manager in preparing for sales meetings, customer appointments, and principal meetings.
- Assist Buyers and Account Managers in maintaining all relevant product data (New Item Entry, Pricing, Client and Customer Data).
Customer Manager: Delhaize Team
Acosta Sales and Marketing
Charlotte, NC
09.2014 - 07.2015
- Update specific client reports such as distribution tracking, pricing reports, new item tracking, and special business initiative tracking.
- Work with the category development department in preparing post promotion analysis for specific manufacturers.
- Under direction of Business Manager will coordinate activities to meet administrative requirements of the client.
- Assist Business Manager in preparing for sales meetings, customer appointments, and principal meetings.
- Assist Business Manager in maintaining all relevant product data (New Item Entry, Pricing, Client and Customer Data).
Sales Service Representative/Sales Representative Intern
Mondelez International
Charlotte, NC
10.2012 - 08.2014
- Negotiated distribution & sales of Mondelez products in multiple grocery channels.
- Utilized strong communication & negotiation skills in daily presentations of upcoming promotional activity, new items, shipper opportunities, distributions, and sell in of secondary locations across the store.
- Managed relationships with retail partners across various accounts to identify opportunities and grow sales.
Sales Service Representative
Kraft Foods
East Hanover, NJ
07.2011 - 10.2012
- Negotiated distribution & sales of Kraft/Nabisco products in multiple grocery channels.
Education
Bachelor of Arts - Psychology, Organizational Communications
Queens University of Charlotte
Charlotte, NC05.2014
Skills
- MS Word
- MS EXCEL
- MS PowerPoint
- MS Teams
- Nielsen
- Circana/IRI
- RSi
- DemandTech
- Numerator
- GAP & Scotwork Negotiation Partnership Training
- Team Lead
- Sales strategy
- Revenue forecasting
- Customer relationship management
- Trade promotion management
- Cross-functional collaboration
- Profitability optimization
References
Available Upon Request
Accomplishments
- Led and Hosted 2023 Lactalis Heritage Dairy National Sales Meeting
- Presidents Heritage Cup: 2023 Largest Distribution growth for a Non-Circana reportable customer
- Presidents Heritage Cup: 2022 Impactful Sales Leader
- RSi 2017 Rising Star Award CPG Industry
Timeline
Senior Sales Manager, Grated and Cultured Cheese-Total US & Puerto Rico
Lactalis Heritage Dairy
01.2025 - Current
Customer Business Lead-Southeast Geo Region
Lactalis Heritage Dairy
11.2021 - 12.2024
Customer Business Lead- Kroger
Kraft Heinz Company
07.2020 - 11.2021
Customer Business Franchise Lead-Condiments, Frozen, & Meals Ahold Delhaize
Kraft Heinz Company
02.2019 - 06.2020
Customer Category Manager-Condiments, Frozen, Meals, Desserts Food Lion
Kraft Heinz Company
06.2017 - 02.2019
Retail Channel Consultant
Retail Solutions Inc.
02.2016 - 06.2017
Category Advisor: Mars National Dedicated Team
Advantage Sales and Marketing
07.2015 - 02.2016
Customer Manager: Delhaize Team
Acosta Sales and Marketing
09.2014 - 07.2015
Sales Service Representative/Sales Representative Intern
Mondelez International
10.2012 - 08.2014
Sales Service Representative
Kraft Foods
07.2011 - 10.2012
Bachelor of Arts - Psychology, Organizational Communications
Queens University of Charlotte