William Willard
Palmyra,NJ
Summary
Business-savvy sales leader with channel sales territory management expertise and CRM reporting. Built distributor partnerships to support regional plans and improve coverage. Delivered repeated results above target across foodservice and manufacturing accounts.
Overview
41
41
years of professional experience
Work History
Regional Sales Manager
Rich Products Corporation
Palmyra, NJ
05.1986 - Current
- Exceeded targets by 300% multiple years in succession.
- Executed regional sales plans for rich products, enhancing market presence across bakery distribution channels.
- Facilitated broker partner growth by expanding customer coverage and improving market execution.
- Built distributor relationships for toppings and icings serving bakery and dessert manufacturers.
- Supported account planning for key customers and chain operators.
- Analyzed sales forecasts and territory performance in CRM systems to inform strategic decision-making.
Outside Sales Manufacturer Representative
Flavor Right Foods
Philadelphia, Pennsylvania
04.2007 - 10.2011
- Prospected leads, negotiated contracts, and closed sales opportunities.
- Prospected leads, placed cold calls, and negotiated contracts to drive sales growth.
- Communicated product features and benefits effectively to engage prospective customers.
- Attended trade shows, conventions, and seminars to showcase products and build brand presence.
- Built customer relationships across foodservice and manufacturing accounts for Flavor Right Foods.
General Manager/Vice President
Instantwhip-Philadelphia, Inc.
Palmyra, New Jersey
02.1998 - 04.2007
- Managed daily business operations, including budgeting, staffing, scheduling, inventory control, customer service, and sales to drive overall operational success.
- Directed Philadelphia foodservice operations, aligning daily work with company standards.
- Oversaw daily warehouse operations, ensuring compliance with safety standards and optimizing collaboration among delivery and production teams across Instantwhip-Philadelphia facilities.
- Assessed inventory levels of dairy and whipped topping products, maintaining optimal stock to support operational needs. for dairy and whipped topping products.
- Scheduled routes and coordinated customer deliveries with dispatch staff.
- Trained supervisors on safety, service, and quality expectations.
Education
High School Diploma -
Edmonson High School
Baltimore, MD06-1977
Skills
- Account planning
- Territory management
- Sales forecasting
- CRM reporting
- Distributor management
- Channel sales
- Market analysis
Accomplishments
- Cost-U-Less - Vendor of the Year Fresh Category 2025
Timeline
Outside Sales Manufacturer Representative
Flavor Right Foods
04.2007 - 10.2011
General Manager/Vice President
Instantwhip-Philadelphia, Inc.
02.1998 - 04.2007
Regional Sales Manager
Rich Products Corporation
05.1986 - Current
High School Diploma -
Edmonson High School