Stephanie Martins
Mississauga,ON
Summary
Results driven Sales Director with proven success in growing sales in new and existing markets. Highly organized with excellent budgeting, communication, negotiation, and planning abilities. Experienced leader in the private label food and beverage industry, focusing on in-store bakery products, commercial cookies and frozen breakfast.
Overview
15
15
years of professional experience
Work History
National Sales Director
Cerelia Bakery Canada
Mississauga, ON
01.2025 - 10.2025
- Led the North American innovation go-to-market strategy, utilizing data insights and competitive analysis to enhance market positioning and capabilities.
- Led the foodservice strategy to drive growth by increasing pipeline and cultivating strong relationships with key brokers and distributors.
- Executed market test with a major QSR
- Uncovered $500k in savings through strategic analysis of distributor trade programs.
- Executed price adjustments on tariff and commodity-driven items to enhance profitability and protect company margins.
National Account Manager – Retail Canada
Cerelia Bakery Canada
Mississauga, ON
11.2022 - 12.2024
- Owned strategic customer partnerships for all Canadian retail accounts, delivering sales and profitability targets. Exceeded FY23 budget by +5% and FY24 +4%
- Executed strategic brand introduction of Jus-Rol Pancake Bites in Canadian market to enhance product visibility and consumer reach.
- Drove category product mix recommendations for major retailer by leveraging POS data analysis. Achieved 15% unit growth for customer while enhancing overall profitability. Negotiated and implemented price increases across all retail partners to optimize revenue.
- Led innovation and line reviews with major retailers which resulted in +$1MM in new seasonal business.
- Developed a US in-store bakery retail business strategy and identified profitable business leads resulting in active bid participation.
- Led Cerelia’s debut at the IDDBA trade show
Key Account Manager – Metro Inc - Fluid
Lactalis Canada
Etobicoke, ON
03.2022 - 11.2022
- Owned, managed and executed promotional planning, ad calendars, and forecasting while effectively managing trade spend.
National Account Manager - Dollar Channel USA, Cookies + Category Expansion
Weston Foods
Charlotte, NC
10.2018 - 11.2021
- Owned strategic customer partnerships focused on delivering sales and profitability targets. Exceeded customer budget by 9% in 2018, exceeded total business by $2.4MM in 2019, and secured $4MM in new business not in plan for 2020/21.
- Increased top line sales by $600K by developing a US liquidation strategy which lead to new customer partnerships and the sale of all liquidated thaw & sell products.
- Identified profitable business leads resulting in 3 new accounts, made connections with key decision makers in other categories which resulted in successful product tests in new markets.
- Developed and implemented promotional strategies with Dollar General which led to sales lifts of +40% during peak periods.
National Account Manager – Walmart USA, Cakes and Pies
Walmart USA
Bentonville, AR
09.2016 - 09.2018
- Owned the strategic customer partnership focused on delivering sales and profitability targets. Exceeded budget by 18% in 2017 and achieved 2016 budget.
- Designed and implement strategic business plans and forecasts to expand sales specifically in seasonal cupcakes with outstanding POS growth of +26% in Q1/Q2 2017.
Marketing Project Manager – Walmart USA & Sam’s Club
Walmart USA & Sam’s Club
Mississauga, ON
07.2012 - 09.2016
- Led and managed the commercialization of the viral Patti LaBelle Sweet Potato Pie, which resulted in outstanding sales growth, the Walmart Innovation Award, and a personal Applause Award with Weston Foods.
- Managed over 50 projects and commercialized over 22 new products and product changes between 2014-2016 resulting in $20MM in new sales.
- Worked cross-functionally with sales, R&D, finance, suppliers, compliance and manufacturing teams to achieve success.
- Lead and managed innovation meetings and attended and supported customer meetings.
- Assessed marketing copy, art comps and final designs and compared with established specifications.
Marketing Project Coordinator Foodservice
Mother Parkers Tea & Coffee
Mississauga, ON
09.2010 - 07.2012
- Commercialized new liquid products in foodservice with a focus on product management, sales training, forecasting, and co-ordination of all marketing initiatives.
Education
Business Administration - Marketing
Sheridan College
Skills
- Strategic Business Development
- Data Analytics - POS/Nielsen/Circana
- Go-to-market strategy
- Business Planning & Forecasting
- Sales Presentations
- Price Negotiations
- Innovation
- Project Management
- Category Management
- Private Label
- Commercialization
- Cross Functional Management
- Trade Spend Management
AWARDS AND RECOGNITION
2015-Q4 Weston Foods Applause Award, 2016-Walmart Vendor of the year award - Innovation, 2017-Q1 & Q2 Weston Foods Applause Awards Nominee, 2024 Sunshine Bonus Recipient
TRAINING AND PROFESSIONAL DEVELOPMENT
- Business Insights 1 & 2, 2017 Delta Associates
- SPIN Sales Training, 2014 Huthwaite International
- SPIN Marketing Training, 2013 Huthwaite International
ADDITIONAL RELEVANT EXPERIENCE
- Mother Parkers Tea & Coffee, Customer Service Associate
- Johnson Diversey, Customer Management Representative
- Danka Canada, Customer Service Representative
- Advantage Personnel, Business Development Representative
- Pizza Hut, Shift Manager
Timeline
National Sales Director
Cerelia Bakery Canada
01.2025 - 10.2025
National Account Manager – Retail Canada
Cerelia Bakery Canada
11.2022 - 12.2024
Key Account Manager – Metro Inc - Fluid
Lactalis Canada
03.2022 - 11.2022
National Account Manager - Dollar Channel USA, Cookies + Category Expansion
Weston Foods
10.2018 - 11.2021
National Account Manager – Walmart USA, Cakes and Pies
Walmart USA
09.2016 - 09.2018
Marketing Project Manager – Walmart USA & Sam’s Club
Walmart USA & Sam’s Club
07.2012 - 09.2016
Marketing Project Coordinator Foodservice
Mother Parkers Tea & Coffee
09.2010 - 07.2012
Business Administration - Marketing
Sheridan College