Farhat Imtiaz
Holland Landing
Summary
Experienced Senior Sales and Marketing professional with strong track record in leading client relations, strategic planning, and revenue growth. Known for fostering team collaboration and achieving results and adaptable to changing business needs. Skilled in relationship building, negotiation, and project management. Recognized for reliability, effective communication, and problem-solving abilities.
Overview
15
15
years of professional experience
Work History
Director of Sales & Marketing
Baxter's Bakery
North York
11.2021 - 04.2025
- Exceeded sales quotas and increased profitability by building strong retailer buyer relationships, leading to first ever partnerships with Meijer, Stop & Shop, Publix, Brookshires, Albertson's, Harris Teeter, Topco and more.
- Developed and executed strategic marketing plans for USA Retail Market to boost brand awareness and customer engagement
- Analyzed market trends, consumer behavior and competitor activities to inform product development and pricing strategies
- Led and worked with 30+ cross functional team members via weekly project calls to launch products successfully and optimize product offerings
- Secured major USA client contracts by building strong retailer relationships and delivering persuasive presentations that highlighted the value of our products and services
- Managed broker relationships and negotiated key contact terms for targeted customer growth
- Spearheaded USA & Canadian trade show participation to showcase products and services, generating valuable leads and networking opportunities
- Implemented efficient CRM systems to track leads, manage customer interactions, and streamline the sales process
- Completed monthly sales forecasting rooted in customer commitments and intent
- Aggregated Sales Impact: $12.5MM or 100% target achieved
Category Manager
Weston Foods
Etobicoke, ON
01.2019 - 10.2021
- Responsible for Managing Donuts Category, USA Retail Market. #1 growth category, managing $200MM+ in business to drive growth and maintenance via strategic donut innovations
- Developed robust white-space innovation rooted in consumer insights and competitive trends
- Executed 30+ customized projects via Stage Gate simultaneously, from concept to launch resulting in key wins with Walmart USA, Kroger, Albertson's, Publix, Aldi and more
- The "Go-To" expert on category, developing strong partnerships across cross-functional teams to develop and execute category strategies
- Led 40+ cross functional team members for project commercialization - delegation, prioritization and action tracking
- Owning the P&L from generating top line growth to margin enhancement for long term profitability
Associate Marketing Manager
RICH PRODUCTS CORPORATION
Woodbridge, ON
04.2017 - 08.2018
- Responsible for Managing Topping Category, #1 profitable category in the company along with Cookies and Donuts categories in Canada
- Developed 1-5 year Strategic Operating Plans for each category through market/competitive shops, insight rooted innovation and market launches for internal sales teams
- Managed P&Ls via development of zone pricing and customer pricing to ensure cost optimization
- Effectively and actively managed multiple customer projects via cross functional collaboration
- Successfully launched a total of 8 new customer focused products, resulting in key wins with Tim Hortons, Walmart, Sobeys, Metro, Longo's, Loblaws and more
Key Account Manager
RICH PRODUCTS CORPORATION
Woodbridge, ON
09.2015 - 04.2017
- Developed and managed top 2 Canadian distributors Sysco and GFS to drive Rich's focused growth and long-term partnership
- Crafted tailored proposals, presentations and offers to address specific needs of distributor and end customers to ensure long term distributor relations and loyalty
- Built strong relations with District Managers, Culinary Teams and top Distributor Sales Reps which lead to being invited in for key customer pitch's and exposure
- Conduit between distributors and internal sales team, linking top sales people on both sides with key opportunities for mutual growth
- Aggregated Distributor Sales Results: 10% growth at Sysco; 11% growth at GFS
- Achieved new growth with Multi-Unit Accounts including Obsidian Group, The Landing Group, RCWC, Ripley's Aquarium, The Rec Room, Wild Wing, Chef's Depot, Baker's Pantry and more
- Aggregated Sales: 26K cases or 188% sales target achieved
Regional Account Manager
Kraft Foods
North York
04.2013 - 08.2015
- Profitable growth with regional multi-unit accounts via prospecting, negotiating, promotions and trusted relationships with 30+ customers (The Firkin Group of Pubs, Longo's, TDSB and more)
- Aggregated Sales Results: $1.1MM or 158% sales target achieved
- Managed 5 Ontario based distributors to increase product volumes and mix penetration by developing programs/promotions (Stewart FS, Longo's, Reliable FS, Mr. Dairy and Unisource)
- Aggregated Distributor Sales Results: 14.3% growth of $760K
Foodservice Sales Rep
Kraft Foods
North York, ON
09.2011 - 08.2015
- Built profitable sales within two geographical territories via strong prospecting and persistence
- Strong collaboration and leadership with 50+ distributor sales reps and effective negotiation for customer access
- Aggregated Sales Results: $726K in sales or 110% sales target achieved
Foodservice Marketing Intern
Kraft Foods
North York, ON
05.2010 - 08.2010
- Sole Foodservice Marketing Intern responsible for project support across all Foodservice areas
- Designed, presented and executed project to launch iPads th national sales team to leverage for customer presentations, sales tools, etc
- Conducted market research to identify consumer trends and preferences
- Successfully implemented new trend based promotional programs for sales account growth
Education
Bachelor of Administrative Studies - Specialized Honours (BAS) - Marketing
York University
Toronto, ON08-2011
Accomplishments
- Women Who Lead Committee (Member, 2018-present)
- Womens Foodservice Form (Leadership Roundtable Co-Chair, 2016-2018; Amabassador Florida Leadership Conference, 2015)
- Kraft-Heinz Merger Committee (Foodservice Department Representative, 2015)
- Kraft Managers Award (Recipient, 2013)
Timeline
Director of Sales & Marketing
Baxter's Bakery
11.2021 - 04.2025
Category Manager
Weston Foods
01.2019 - 10.2021
Associate Marketing Manager
RICH PRODUCTS CORPORATION
04.2017 - 08.2018
Key Account Manager
RICH PRODUCTS CORPORATION
09.2015 - 04.2017
Regional Account Manager
Kraft Foods
04.2013 - 08.2015
Foodservice Sales Rep
Kraft Foods
09.2011 - 08.2015
Foodservice Marketing Intern
Kraft Foods
05.2010 - 08.2010
Bachelor of Administrative Studies - Specialized Honours (BAS) - Marketing
York University