German Reyes
San Diego
Summary
Strategic and results-driven retail sales executive with a proven track record of success in the consumer-packaged goods (CPG) industry. Experienced across multiple channels, including food service, retail grocery, club, mass, and drug, as well as chain wholesale and national and regional DSD accounts. Thrives in high-performance environments and known for being a self-driven positive leader. A master collaborator with an analytical mind and a can-do attitude, always willing to go the extra mile to achieve goals. Approachable and cheerful demeanor that contributes to a positive work atmosphere.
Overview
21
21
years of professional experience
Work History
Director of Branded Sales
Rudolph Foods Co.
02.2020 - Current
- Full brand P&L responsibilities including sales budgets, sales promotion plans, T&E, and sales reporting
- Cultivated high-performing teams by implementing leadership development programs.
- Implemented strategic initiatives for enhanced market positioning.
- Partnered with DSD network to implement annual sales budge and establish growth rebates
- Managed $12M of revenue in the USA across multiple channels of trade including grocery, natural food, military (DeCA), hardware, sporting goods, convenience, Hispanic, club and mass
- Continually met and/or exceeded annual growth targets while gaining distribution of new and existing items across all channels
- Achieved revenue growth of 7% annually in a mature market – from $17.5M to $22M
- Grew direct key accounts including HEB, Kroger, Harris Teeter, Albertsons, Costco, Ahold, Target, and WinCo to $5.3MM
- Responsible for Kroger GO category management, new item presentations, trade spend, and Go to Market strategies
- Grew distributor / wholesale accounts including KEHE, UNFI, AWG, VMC, C&S, DPI, and many DSD Distributors
- Grew Defense Commissary Agency (DeCA) account, including 210 commissaries in the USA and 20 commissaries and around the globe to $1.2M
- Grew Southern Recipe Small Batch from a regional brand to the category leader in the traditional retail accounts
- Managed 5 direct reports that oversaw a regional execution across the US
- Managed national and regional brokers in traditional grocery, national convenience, specialty, club and mass channels
- Partner with Operations Teams to create accurate forecasts based on promotions and historical performance to ensure product availability
- Work with the Finance department to develop account-specific shopper and digital marketing strategies, as well as point-of-sale and related materials as appropriate
- Rudolph Foods is a pork rind producer of national brands such as, Southern Recipe Small Batch, Southern Recipe, and Rudolph Foods
- Along with a large share in Private Label and Co-manufacturing brands
National Sales Manager
Rudolph Foods Co.
02.2018 - 02.2020
- National retailer HQ call responsibilities with Kroger, Albertson’s, Costco, Wal-Mart, and Dollar General
- Achieved consistent year-over-year growth in both revenue generation and territory expansion through strategic planning and execution.
- Attended events, training seminars, and manufacturer product showcases.
- Negotiated and closed agreements with large customers and monitored and analyzed performance metrics.
- Lead distributor strategy and promotional planning
- Monitored and analyzed performance metrics and made coaching recommendations
- Responsible for national strategic sales planning and sales deliverable
Eastern Region Sales Manager
Rudolph Foods Co.
02.2017 - 02.2018
- Responsible for launching SRSB Brand into the Eastern Region of the US
- Called on major East Coast Retailers such as, Harris Teeter, Food Lion, Kroger, and Publix
- Oversaw distributor business across the Eastern Region
- Conducted distributor meetings and hosted their teams up and down the Eastern Seaboard
- Regional promotional planning and category management of over 500 retail doors
- Achieved regional sales objectives by coordinating sales team, developing successful strategies, and servicing accounts to strengthen business relationships.
- Targeted prospects in other territories through careful research of competitor products, services, and trends.
District Sales Manager
Frito-Lay, Division of PepsiCo
01.2012 - 12.2016
- Successfully managed 12 route sales representatives and responsible for over 300 individual accounts
- Conducted thorough performance reviews to inform coaching strategies and support team growth.
- Developed comprehensive sales strategies for maximizing market penetration.
- Delivered 107% growth over prior year and a total annual revenue of $9.5MM
- Established strong relationship with divisional leaders from Kroger, Albertson’s, Stater Bros, WinCo, Cardina’s, Northgate, and other large regional retailers
- Kroger and Target SME for my Zone
- Zone Subject Matter Expert (SME) with Stater Bros
- And point person for other regional retailers in San Diego County
- Responsible for all Costco’s in North San Diego county until they went direct
- Mentored over 8 sales representatives that were promoted into management roles
- Played key roles in designing routes and building route engineering to increase efficiency and grow account sales
- Frito-Lay has the world's largest portfolio of billion-dollar foods brands and are specifically responsible for the growth of some of America's favorite snacks
Route Sales Representative and Lead Trainer
Frito-Lay, Division of PepsiCo
01.2004 - 12.2012
- Managed direct account sales, inventory, and stales
- Delivered top customer satisfaction, reviewing feedback closely, and addressing needs and requests of account holders.
- Maintained positive relationships with customers using good communication and follow-through abilities.
- Built relationships with key front line retail managers and store personnel
- Lead trainer for large format route trainees
- Mentored all district new hires
- Frito-Lay has the world's largest portfolio of billion-dollar foods brands and are specifically responsible for the growth of some of America's favorite snacks
Education
Master of Business Administration - Strategy and Marketing
Southern Methodist University
Dallas, TX01.2021
Bachelor of Science - Business Administration
University of Phoenix
San Diego, CA01.2010
Skills
- Business development
- Large key account management
- Broker management
- Sales Data Analysis
- Relationship building
- Strategic planning
- Verbal and written communication
- Decision-making
- Budget management
- Sales management
- Market analysis
Websites
Affiliations
- SNAC International Member, Emerging Leaders Certificate 2020
- The Food Industry Association Member, Future LeadsXperience 2023
- Specialty Foods Associate Member
Languages
Spanish
Full Professional
Timeline
Director of Branded Sales
Rudolph Foods Co.
02.2020 - Current
National Sales Manager
Rudolph Foods Co.
02.2018 - 02.2020
Eastern Region Sales Manager
Rudolph Foods Co.
02.2017 - 02.2018
District Sales Manager
Frito-Lay, Division of PepsiCo
01.2012 - 12.2016
Route Sales Representative and Lead Trainer
Frito-Lay, Division of PepsiCo
01.2004 - 12.2012
Bachelor of Science - Business Administration
University of Phoenix
Master of Business Administration - Strategy and Marketing
Southern Methodist University
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