Derek Choy
Toronto,ON
Summary
Commercial and revenue growth leader with 8+ years of experience driving pricing strategy, trade investment optimization, and sales strategy across leading CPG organizations. Known for building scalable revenue management capabilities, leading high-impact strategic initiatives, and delivering sustainable, profitable growth through data-driven decision-making. Strong track record of negotiating national retailer partnerships, influencing executive stakeholders, and building cross-functional commercial strategies that deliver measurable financial results.
Canadian Grocer - 2025 Generation Next Award Winner.
Overview
4
4
years of professional experience
Work History
Sales Strategy, Revenue Management, Insights Lead
Restaurant Brands International - Tim Hortons CPG
01.2025 - Current
- Built and lead the Sales Strategy, Revenue Management, and Category Insights functions, establishing foundational commercial frameworks supporting national retailer partnerships.
- Manage and develop a team responsible for pricing strategy, trade optimization, customer analytics, and commercial planning.
- Designed enterprise revenue management infrastructure including profit management tools, retailer rate cards, and promotional effectiveness governance.
- Led enterprise pricing, promo, and trade strategy negotiations across key retail partners including Amazon, Walmart, Loblaws, and Sobeys generating over $20 million in net profit.
- Established trade deduction governance processes improving forecast accuracy and financial transparency.
- Partner with senior leadership to define long-term commercial growth strategy and customer investment priorities.
- Lead executive retailer engagement through strategic planning sessions and Top-to-Top meetings.
Senior Manager, Revenue Growth Management
Danone Canada
03.2024 - 01.2025
- Lead national pricing and promotional strategy for a $750M yogurt portfolio, driving market share growth and margin expansion.
- Develop customer-specific commercialization strategies improving trade efficiency and customer ROI.
- Designed and implemented pricing governance and compliance frameworks improving execution consistency across commercial teams.
- Serve as strategic advisor to sales leadership on customer investment prioritization and revenue planning.
- Partner cross-functionally across marketing, sales, and finance to align innovation and portfolio strategies with growth targets.
Customer Development Manager, Sobeys National
General Mills
08.2023 - 03.2024
- Called on the National Accounts for Sobeys Full Service, Freshco, Thriey and Community Banners for the Yogurt Category ($76MM in $ Sales Accounts).
- Negotiated $14M 3-Year Yogurt Category Reset Agreement to further grow share of shelf and $ Share of the highly competitive shelf. Agreement to grow 0.5 $ Shr annually and shelf index of 105.
- Negotiated incremental Kid Shelf at all Sobeys Full Service Banners for a 2-year period, resulting in +8-15 facings (store size dependent), +$1.5MM Net Sales, +0.5MM Profit annually.
- Led monthly cross-category tribute planning and negotiation with Sobeys Category Managers.
- Sold in New Product Innovation listings to gain incremental (+2 listings) in highly competitive shelf set.
- Managed the National Scene Points Tracker (Loyalty Program) across 13 categories and 8 managers to ensure that we maintained budget and invested behind promotions that drove positive ROI.
Manager, Revenue Growth Management
General Mills
12.2021 - 08.2023
- Developed enterprise pricing and trade optimization strategies generating over $80M in incremental profit.
- Managed revenue strategy for a $500M+ business unit portfolio.
- Built customer-level pricing architecture and commercialization playbooks supporting sales execution.
- Led cross-functional strategy integration across supply chain, marketing, finance, and demand planning.
- Served as national NielsenIQ Revenue Optimizer lead, building advanced analytics capability across commercial teams.
- Developed multi-year profit growth roadmap leveraging revenue management levers and customer segmentation.
Education
Bachelor of Management and Organizational Studies - Specialization in Finance
The University of Western Ontario
Skills
- Revenue Growth Management & Commercial Strategy
- Pricing Strategy & Trade Investment Optimization
- National Account & Retailer Partnership Leadership
- Organizational Capability Building & Governance
- Brand & Category Growth Strategy
- Cross-Functional Leadership & Change Management
- Customer Investment Strategy & Joint Business Planning
- Data Analytics & Financial Modeling
Websites
Extracurricular Activities
- Canada Yogurt Culture Committee Lead - 2022-2024
- Sales & Market Development Culture Committee Lead, 2021-2022
- Managed a team of 20 members to curate events to build a fun and caring culture that keeps the Sales & Market Development team of over 100 employees engaged in a hybrid environment.
Accomplishments
Canadian Grocer - Generation Next Award (Top 40 Under 40), 2025
Timeline
Sales Strategy, Revenue Management, Insights Lead
Restaurant Brands International - Tim Hortons CPG
01.2025 - Current
Senior Manager, Revenue Growth Management
Danone Canada
03.2024 - 01.2025
Customer Development Manager, Sobeys National
General Mills
08.2023 - 03.2024
Manager, Revenue Growth Management
General Mills
12.2021 - 08.2023
Bachelor of Management and Organizational Studies - Specialization in Finance
The University of Western Ontario