Sales Manager

ORRIE RONDINELLA

***** ******** *** . ****, ******* 33558 . 813-***-**** .

ablxrr@r.postjobfree.com

PROFILE

Top performing National Sales Director with 20 years of proven success in

consumer products industry, including natural products, food and beverage

channels. Demonstrated expertise in leading cross-functional teams from

direct sales, broker and distributor divisions, to increase market share

and surpass sales objectives within allocated trade budgets. Highly skilled

in handling complex pricing and contract negotiations with international

customers and domestic national key accounts from grocery, drug and mass

sectors. Accomplished in data-driven sales and marketing plan execution

including: critical start-up, turnaround and fast track growth,

advertising, new product launch and post-promotional programs, forecasting,

and distribution strategies. Visionary leader with a record of building

exceptional, award-winning sales teams to promote natural health

advancement in a customer-centric environment.

EXPERIENCE

Schwabe, North America, Green Bay, WI

2008-2010

National Sales Director - Specialty Retail Division; Nature's Way &

Enzymatic Therapy Brands

Directs domestic sales operations for Nature's Way and Enzymatic Therapy

brands in U.S. for industry leader with sales in excess $200 million

annually (corporate portfolio includes 1600-plus products including

vitamins, food nutrition bars, natural oils, herbals, skincare and other

organics). Directs customer-driven sales team, holding managerial oversight

for 5 Regional Sales Managers, 39 field sales representative, and 7 inside

sales representatives. Forecasts and monitors sales objectives and tracks

ROI on all key promotions. Conducts ongoing P&L analysis and Spins for all

lines and distribution channels. Broadcasts overall strategic plan to

secure new distribution, on-board retailers and execute against promotional

plans. Creates annual business plans for new and existing retailers. Calls

directly on key account customers nationwide including GNC, HEB, Publix and

Whole Foods. Evaluates strategic key markets for future growth.

Key Accomplishments:

> Successfully coordinated post-merger management team, creating a

combined integration of 2 diverse sales teams by retaining top

performers and realigning field sales territories for US operation.

> Aligned Private-label sales and agreement with Vitamin Shoppe, with 12

new products placed on national level.

> Secured GNC contract resulting 35 new product placements; branded and

private label, resulting in a 45% increase in overall sales; first

year of hire.

> Developed and rolled out Business Plan for Puerto Rico resulting in

500% increase over prior year sales; first year of hire.

> Promoted from Director of Eastern Sales to National Sales Director

within six months of hire.

> Created Territory Scorecard to track progress for each salesperson on

all key sales initiatives, resulting in improved retail execution,

accountability and internal incentives.

ARKOPHARMA, LLC., Carros, France; Wilmington, MA

2006 - 2008

Director of Eastern Sales-U.S.: Natural Foods & Nutraceuticals Division

Directed domestic sales operations for natural products lines in 33 U.S.

states and the company's entire international business for an industry

leader with global sales in excess of $300 million dollars annually. The

company markets more than 120 products, holds 12 subsidiaries and has a

worldwide presence in 65 plus countries. Responsible to rebuild and create

a diverse, customer-driven sales team, held managerial oversight for 5

direct reports and 6 independent brokers for 60% of domestic business.

Called directly on key account customers nationwide including Publix, Whole

Foods, Vitamin Shoppe, and Ukrops, including nation's top 2 natural

products distributors.

Key Accomplishments:

> Recruited, hired and trained 8 additional key account managers,

territory managers and independent brokers within first year,

maximizing domestic customer penetration.

> Improved COP by 110% over prior year under budget via well aligned

business plan and customer driven partnerships.

> Conceived and rolled out new item distribution drive for largest

national distributor, resulting in 120% increase in retail placement

of Top 50 products.

> Developed automated customer profiles, and call center SOPs with

performance metrics showing a 42% decrease in product returns monthly.

> Secured 3 purchasing agreements for start-up business to new global

affiliates in Taiwan, Singapore and South Korea within 8 months of

hire.

> Independently represented company in highly successful ECRM conference

sessions, with nation's leading drug retailers and mass chain outlets

in attendance.

NBTY, INC., Bohemia, NY (Solgar Vitamin and Herb acquired by NBTY/Aug

2005) 2005 - 2006

WYETH CONSUMER HEALTHCARE, INC., Madison, NJ 2000

- 2005

Regional Manager - Solgar Vitamin and Herb Division

Directed a team of 9 Territory Managers and Distributors in 11 U.S. mid-

Atlantic and Southeastern states, Washington D.C. and Puerto Rico, totaling

28% of company's annual domestic sales. Responsible for all phases of

sales, marketing initiatives and distribution for over 450

nutritional/health products, including vitamins/herbal supplements, natural

foods and sports drinks, in the nation's leading health food stores and

supermarket chains. Created and implemented Customer Marketing Agreements

(CMAs) for all regional and national account customers within territory

including Whole Foods Market, Wild Oats Market and Vitamin Shoppe.

Conducted post-promotion ROI analyses and monthly territory and expense

objectives for presentation to senior management.

Key Accomplishments:

> Awarded Wyeth Consumer Healthcare's highest honor for division,

President's Gold Cup in recognition of excellence in management and

leading nation in overall product sales, 2001.

> Restructured entire Puerto Rico sales operation by recruiting and

training distributorship and negotiating a cost-effective contract,

resulting in the procurement of 23 new accounts in 6 months, and 23%

increase in annual sales over prior year; 2003.

> Designed a sales item tracking report which quickly analyzed client's

distribution voids, improving Top 100 product movement and reducing

staff call time average from 50 minutes to 30 minutes.

> Instituted expansion of NBTY Educational Outreach Programs, which

fostered improved brand loyalty, increased market share in targeted

key accounts and improved sales team, client and customer product

knowledge.

COCA-COLA ENTERPRISES, INC., Parsippany, NJ

1997 - 2000

District Manager-Home Market

Directed sales and distribution for 5 New Jersey counties, for territory

business totaling 20 million dollars annually in Coca-Cola beverage sales.

Responsible for a staff of 40, including Account Managers, Merchandising

Managers and Merchandisers. Ensured superior marketplace execution,

satisfactory customer service and application of corporate merchandising

standards. Lead aggressive marketing initiatives to key account clients

including Shop-Rite, Kings and Grand Union including ownership and

headquarter calls. Monitored promotional and operating expenses to control

cash operating profit. Completed forecasting for entire Sales Center.

Key Accomplishments:

> Placed first in state of New Jersey for Seagram's incentive, leading

team to a 55% increase in sales over prior year interval.

> Conceived and implemented strategic plan which reduced merchandiser's

overtime from 11% to 3% in 2 months without variation in customer

service.

> Reorganized scheduling and delivery plans for merchandisers, resulting

in an increase from 22 cases per resource hour (CPRH) to 35 in 6

months.

> Presented training to all branch employees in new automated purchasing

system leading to successful implementation of program and more

efficient product distribution.

THE COLA-COLA BOTTLING CO. OF NEW YORK, INC., Parsippany, NY 1989 -

1997

Sales Execution Manager (1994 - 1997)

Managed staff of 7 Merchandisers for sales center business encompassing 8

New Jersey counties with an annual business of 15 million dollars in Coca-

Cola beverage sales within the Convenience Store segment. Formulated and

implemented short and long term growth initiatives for existing business

and prospective customers, including restaurants, small businesses and

school sectors. Coached sales center teams on achieving channel

initiatives as identified by the division sales plan. Created and managed

a database in selected segments to be utilized for situation analysis,

strategic planning and monitoring results.

Key Accomplishments:

> Devised growth plan enhancing cold drink business by converting to

higher margin packages, increasing overall sales volume by 14%

annually.

> Achieved first place sales incentive award for leading team to a 100%

distribution of Vermont Pure Water to targeted accounts.

District Sales Manager (1989 - 1994)

Managed daily operations of 8 independent route distributors for a New

Jersey district with sales in excess of 9.2 million dollars annually.

Coordinated and planned resource allocation and merchandising standards for

sectors including supermarkets, restaurants, schools, and small businesses.

Negotiated pricing and coordinated design of product displays. Performed

monthly analysis of individual district budgets and route shortages, and

assigned sales volume goals.

Key Accomplishments:

> Launched new business and increased profitability of existing

accounts, consistently exceeding annual sales goal 6 straight years

(1989-1994).

> Received first place incentive award for an 82% increase over prior

year in case sales of Sprite.

EDUCATION / SKILLS

LaSalle University, Philadelphia, PA; B.S., Business Administration

1988

(Major: Organizational Behavior Management/Marketing; Minor:

International Business)

Lansdowne College, London England: Selected Student International Business

Program, 1986

Continuing Education: Dimensions of Professional Selling, Targeted

Selection, Sales Survival 101, Management Essentials, Managing Performance,

and Transition to Excellence in Management.

Skills: Microsoft Word, Excel, Power Point, Business Objects, Margin

Minder, and AMITY (automated purchasing program).

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