Craig Mueller

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• Reporting to VP of Sales, leading and generating new business + developing low distribution accounts across various platforms: Grocery (Natural/Conventional), Aldi, E-comm (Imperfect+Misfits, Thrive, GoPuff), Instacart and Canada
• Increased distribution by 2K POD's in first 6 months with new accounts: Wegmans and Harris Teeter and Hannaford
• Leaning into B-Corp certification and brand environmental/Social activism to align with account sustainability/ESG goals and objectives.
• Analyzing account and category market syndicated data to leverage brand growth opportunities with new account targets.
• Working closely with Demand planning team to ensure accurate forecasting and ship-to timing with new account launches via various RTM: Chain direct, Broadline, DSD
• Utilizing business development and outreach skills to establish connections with key decision-makers early on leading to category review meetings with new account targets
• Working cross-functionally with Field Directors and 3rd party merchandisers to plan and execute market blitzes for new item/account launches.
• Working closely with buyer and broker to strategically plan and execute trade promotional plans for greatest velocity lift and brand budget effectiveness
• Building trusting partnerships during category reviews by preparing strong syndicated data category selling stories and schematic recommendations
• Investing in TPR's, Digital Shopper Marketing, Demos, and other opportunities to increase household penetration and brand velocity turns.
• Managing Instacart budget and activity and actively planned for greatest brand exposure, category share improvement + healthy ROAS return.

• Reporting to VP of Sales oversaw exponential growth across Key Accounts: Kroger National, Southwest(CA, HI, NV, AZ, TX, LA) Accounts: Albertsons Divisions (Norcal, Socal, Southwest, United, Southern), NGVC, Raley's, Save Mart + INFRA and NCG accounts
• Analyzed account and category market syndicated data to leverage brand growth opportunities during category review meetings
• Worked closely with Demand planning team on monthly basis to ensure accurate monthly quarterly forecasting
• Built strong, trusting partnerships across buyer network via monthly syndicated data category updates, quick problem solving skills, which translated into brand expansion
• Identified new account distribution gaps and effectively converted HEB, Safeway United and Safeway Southern to active customers
• Worked cross-functionally alongside DSD and field team to ensure high ACV, schematic integrity and overall consistent market conditions across all chain accounts.
• Developed trade marketing plans specifically tailored for each accounts category goals and objectives. TPR's, Digital Shopper Marketing, Demos, etc.
• Strategically planned market blitzes with field team to execute new item resets, void fills, and display building across Southwest
• Onboarded 3rd party merchandiser in TX for in-store key account representation: HEB and Sprouts
• Managed Broker network: Presence and Acosta

• Lead business development/new customer acquisition Nationwide: Whole Foods Market Global, Sprouts, NGVC, The Fresh Market, Fresh Thyme, Albertsons/Safeway (Rocky Mountain, PNW, Socal, Norcal, Southwest),
• Lead Whole Foods Market expansion from Sopac Division to Sopac, Norcal, PNW and Rocky Mountain(Prior to restructuring) across (2) lines of products: Whole Bean AND Cold Brew
• Oversee all broad-line distributor trade-activity and management: UNFI, KeHE, DPI and onboarded alternative routes to market: Hi-touch, Whisha, Rock Island, LAD.
• Successfully grew (2) separate lines from regional Socal test to Nationwide roll-out at Sprouts (Whole Bean Coffee and Cold Brew)
• Launched exclusive items for national accounts (Whole Foods Market, Sprouts) by leading multiple new product initiatives from start to finish
• Developed promotional plans for NGVC for greatest return in distribution expansion + promotional lift
• Worked cross-functionally with all branches on daily basis: Production, operations, marketing, customer service, accounting.
• Utilize data to analyze VPO’s, post-promotional lift, ACV, market trends. Responsible for developing new account forecasts for newly onboarded customers.
• Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals.
• Formulated and presented innovative strategies to team members, executives and customers to build foundation for successful sales plans.

• Expanded Midwest distribution of Nutiva by picking up 3 new distributors with a combined value of over $100,000 per year
• Successfully filled over 250 voids at store level in Whole Foods Market Midwest Region comprising Illinois, Michigan, and Wisconsin
• Strategically negotiate brand presence in customer advertisements across print, web, and mobile platforms in both natural and conventional accounts
• Collaborate with the eastern region director to build out customers base within both UNFI and KeHE.
• Resolved conflicts and negotiated mutually beneficial agreements between parties.
• Drove operational improvements which resulted in savings and improved profit margins.
• Oversaw both NCG and INFRA Headquarter Calls and strategically developed programs specifically tailored to both groups.