Summary
Overview
Work History
Education
Skills
Affiliations
Timeline
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TRACEY MYERS

TRACEY MYERS

Oakville,ON

Summary

SALES DIRECTOR-VICE PRESIDENT Entrepreneurial and visionary sales leader who consistently achieves sales growth. Analytical planner with expertise in identifying strategic opportunities, implementing corporate initiatives, and opening new markets and channels. Fiscally responsible professional, adept at implementing key performance reporting processes, establishing accountability for expenditures, and achieving efficiencies. Inspirational leader who mentors, and energizes teams to attain organizational goals promoting solution-focused mindsets and building trust and rapport.

Overview

24
24
years of professional experience

Work History

Head of Sales

Righteous Gelato
08.2021 - Current
  • Coordinated with other departments to provide smooth execution of sales initiatives.
  • Negotiated more favorable rates and delivery times with vendors.
  • Identified, hired and trained highly-qualified staff by teaching best practices, procedures, and sales strategies.
  • Evaluated performance against goals and implemented appropriate development plans.
  • Worked closely with brokers and distributors
  • Attended industry shows, conventions, and other meetings with primary mission of expanding market opportunities.
  • Facilitated regular team meetings to discuss challenges, successes and strategies.
  • Monitored daily sales performance and provided feedback to each team member.
  • Coached employees in successful selling methods and encouraged cross-selling to drive revenue.
  • Met with clients, delivering presentations, and educating on product and service features and offerings.
  • Delivered on a go to market strategy for entering the
  • Maintained relationships with customers and found new ones by identifying needs and offering appropriate services.
  • Recruited and hired top-level talent to add value and expertise to sales department.
  • Grew sales and boosted profits, applying proactive management strategies and enhancing sales training.
  • Communicated best practices among on-site and external personnel to align efforts and goals.

Vice President of Retail North America

Organika Health and Wellness Products
06.2020 - 08.2021
  • Hired by the Board and the CEO to help take the Company to the next level
  • Within the first 3 months was tasked with developing and implementing a Trade Spend process, alignment of the sales dept compensation packages, and re-structure of the sales and data team
  • Direct contact and presentations at the board level
  • Directly Managing Costco – delivered 119% growth while maintain a 11% spend
  • Responsible for opening up the Asian Market
  • Delivered in year one 30% top line growth and 27% bottom line growth
  • Laid out a go to market strategy for the US Marketplace
  • Oversee FDM and Specialty Channel Managers and Territory Manager
  • Demonstrated creativity and resourcefulness through the development of innovative solutions.
  • Resolved problems, improved operations and provided exceptional service.
  • Managed both the data team and CS Team
  • Passionate about learning and committed to continual improvement.
  • Gained extensive knowledge in data entry, analysis and reporting.
  • Used strong analytical and problem-solving skills to develop effective solutions for challenging situations.
  • Exercised leadership capabilities by successfully motivating and inspiring others.
  • Excellent communication skills, both verbal and written.

Vice President of Sales and Marketing

Connect, TRUE NORTH NUTRITION
09.2016 - 06.2020
  • Responsible to the President for strategic planning, sales development and growth, P&L process and implementation
  • Crafted overall sales strategy and coordinated activities of sales/executives to achieve revenue goals
  • Increased declining margins from low teens to mid 20's and mid 20's to mid 30's
  • Generated outstanding sales results exceeding quotas for 2 consecutive years
  • Led all major account presentations and contract negotiations
  • On boarded new brands while negotiating all aspects of the contract
  • Set pricing strategy
  • Recruitment and development of inside/outside sales teams, KAM's and CSR Dept
  • Oversee FDMC channel, Sports and Natural Health channels
  • Developed a ship/share report to help analyze and better forecast for the FDMC channel
  • Implemented a FDM strategy where one was non existent and successfully landed 8 National Chains within 6 months
  • Implemented a Trade Spend SOP
  • Identified Monthly/Quarterly objectives for the sales team that are easy to measure and track
  • Put Budgeting process in place
  • Supervised proposal development in response to RFPs within [Type] market.
  • Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
  • Drove company branding efforts to increase market presence and brand recognition.
  • Developed overall marketing strategy and support implementation across [Number] departments.

Vice President of Sales North America

SABINE'S COLLECTIONS A DIVISION OF BACKERHAUS VEIT
02.2013 - 09.2016



  • Developed a go to market strategy for both the US and Canada for a new division
  • Launched 12 new skus overseeing product development, packaging, marketing strategy and sales resulting in distribution in major Canadian retail stores and US retail market for both PL and Branded
  • Sourced and negotiated with third party suppliers and co-packers in Canada and the US
  • Collaborated with marketing agency to conduct a 2000-person study testing concepts and conducting 750 sensory trials for product improvement prior to market entry
  • Lead a team of 3 Directors and Broker Network
  • Demonstrated a high level of initiative and creativity while tackling difficult tasks.
  • Proven ability to develop and implement creative solutions to complex problems.

Director of National Sales

SWISS HERBAL REMEDIES
01.2008 - 01.2013
  • Improved profit and loss results delivering 15% profit increase via sales growth and departmental cost control
  • Restored accelerated sales and profit growth, turning around a portfolio with stagnant sales and declining profitability, implementing bold new strategies supported by innovative strategic plans
  • Achieved cost savings, implementing broker model in Quebec, analyzing ROI and presenting findings to board
  • Wrote and delivered monthly business summaries to Board of Directors
  • Targeted business opportunities, assuming a trade-marketing role, developing products and promotions using customer and market dynamics
  • CPG Connect
  • Secured inclusion in Costco Fence program, raising company profile and increasing product awareness.
  • Predicted shifts in regional and national marketplaces using current industry knowledge to stay ahead of competition.
  • Forecasted sales and established processes to achieve sales objectives and related metrics.
  • Directed effective hiring, orientation, training, development and retention of sales staff to maximize team performance.
  • Negotiated and closed agreements with large customers and monitored and analyzed performance metrics.
  • Drafted comprehensive sales plans and approved budget expenditures to meet project goals.

Director of Key Accounts

Swiss Herbal
01.2006 - 01.2008
  • Promoted from Director of Key Accounts to National Director of Sales within first year in recognition for generating solutions to introduce key performance measurements, increase sales and reduce expenses
  • Achieved 22% sales growth in Drug Channel within the first year
  • Secured 8% growth in consumption over previous year
  • Recruited and developed Key Account Team and National Retail Sales Manager, motivating and inspiring staff
  • Delivered savings of over $600M to the bottom line in year 2
  • Demonstrated strong organizational and time management skills while managing multiple projects.
  • Proved successful working within tight deadlines and a fast-paced environment.
  • Skilled at working independently and collaboratively in a team environment.
  • Self-motivated, with a strong sense of personal responsibility.
  • Used strong analytical and problem-solving skills to develop effective solutions for challenging situations.

Senior Director of Sales

Cold FX
01.2004 - 01.2006
  • Oversaw new distribution of over 27K doors in the U.S within 6 weeks
  • Joined US Executive Board, developing and implementing North American market strategies
  • Invited to sit on panel, collaborating with team of 6, writing and presenting white paper on bringing a product to market on behalf of the US National Association of Chain Drug Stores.

Director of Sales

01.2004 - 01.2006
  • Spearheaded efforts, launching brand nationally, ultimately achieving No.1 selling cold product in Canada
  • Built sales and customer service teams in Canada, establishing key account structures and reporting metrics
  • Executed development and implementation of reporting processes and structures for sales, ship/share,consumption and trade spend management.

Senior National Sales Manager

NOVARTIS -ALCON LABORATORIES INC
01.1999 - 01.2004
  • Oversaw management and development of retail head offices excluding Quebec, with annual sales of $23M
  • Secured SDM/Costco/National Grocers' private label business, implementing strategic plans to guide expansion
  • Instituted new process, tracking and evaluating fiscal return on trade spend investments
  • Devised overall retail strategy, exploring implementation of a third party broker
  • Liaised with the Director of Marketing, developing and implementing key strategic marketing plans.

Education

Sales and Marketing Diploma -

Fanshawe College

Skills

  • New Market Development
  • Strategic Business Planning
  • Sales Forecasting
  • Contract Negotiations
  • Financial Management
  • Marketing & Promotion
  • Cost Reduction/containment
  • Key Account Development
  • New Product Development
  • Developed a go to Market strategy that resulted in the number 1 cough cold product in Canada
  • Consistent profit and volume delivery – 30% top line and 27% EBITDA YOY
  • Successfully launched into the crowded US market resulting in National Distribution within 8 months
  • Successfully opened the FDM and G&C channel for protein bars and cookies within 6 months
  • Developed Trade Spend processes that allow finance to accurately accrue for expenditures
  • 5% savings, increasing sales coverage and call efficiencies on reduced staffing levels
  • Delivered sales of $15M according to forecasts, implementing strategic and tactical plans to maximize sales
  • Achieved over 300% sales growth, gaining Canadian and US listing base
  • Secured $5M in sales, opening new, innovative channels
  • Customer Relationship Management
  • Market and Competitive Analysis
  • Account Management
  • Change Management
  • Risk Mitigation
  • Profit and Revenue-Generating Strategies
  • Team Leadership
  • Sales Process
  • Business Development and Planning
  • Coaching and Mentoring

Affiliations

How to Excel at Managing PeopleKarass Negotiating TrainingBrian Tracy Professional SalesHorn Consultative SellingProfessional SalesManagementExecutive CoachingCPG Connect

Timeline

Head of Sales

Righteous Gelato
08.2021 - Current

Vice President of Retail North America

Organika Health and Wellness Products
06.2020 - 08.2021

Vice President of Sales and Marketing

Connect, TRUE NORTH NUTRITION
09.2016 - 06.2020

Vice President of Sales North America

SABINE'S COLLECTIONS A DIVISION OF BACKERHAUS VEIT
02.2013 - 09.2016

Director of National Sales

SWISS HERBAL REMEDIES
01.2008 - 01.2013

Director of Key Accounts

Swiss Herbal
01.2006 - 01.2008

Senior Director of Sales

Cold FX
01.2004 - 01.2006

Director of Sales

01.2004 - 01.2006

Senior National Sales Manager

NOVARTIS -ALCON LABORATORIES INC
01.1999 - 01.2004

Sales and Marketing Diploma -

Fanshawe College

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TRACEY MYERS