Expert Details

Expert in Consultative Expert in Bakery and Foodservice Strategic Sales Planning / Market Expansion / Relationship Management

Expert ID: 735588 Texas, USA

Request Expert

Expert in consultative selling, management in the foodservice and bakery industry. Particular strengths are pioneering new products, strategic go to market plans and product knowledge. I have 13 years experience in the bakery manufacturing industry working with in-store bakeries and foodservice, broker management experience, 1 year broker experience working with multiple foodservice broad line distributors, 2 years experience as a specialty bakery distributor sales person, 6 years bakery ownership and 3-1/2 years restaurant ownership. Combined experiences have provided me with a broad spectrum of viewpoints in the bakery and food industry.

Expert may consult nationally and internationally, and is also local to the following cities: Dallas, TX

Request Expert


Year Degree Subject Institution
Year: 1991 Degree: BS Subject: Wildlife and Fisheries Science Institution: Texas A&M University

Work History

Years Employer Title Department Responsibilities
Years: 2018 to Present Employer: Undisclosed Title: TEFL Online Teacher Department: Responsibilities: ▪ Create creative and fun learning environment to students ages 4-13
▪ Manage time to complete lessons within limited time effectively
▪ Teaching 128 students of various skill level over 535 classes
Years: 2017 to 2019 Employer: JOHN E KOERNER & COMPANY Title: Outside Sales Department: Sales Responsibilities: Baking distributor - Selling to bakeries, hotels, restaurants and universities in New Orleans and casinos on the Mississppi Gulf Coast.

• Successfully brought on 4 profitable new large accounts within 6 months
• Continued Organic Growth for 2 consecutive years increasing sales 50%
• Effectively represent Manufacturers and increasing sales and share of wallet
• Presentd existing and new lines of products and successfully closes sales
• Coordinated sales meetings and manufacture market visits
• Coordinated and Organized regional foodshows representing up to 5 vendors
Years: 2016 to 2017 Employer: COP FOOD SALES Title: Broker Representative Department: Sales Responsibilities: Broker sales representative covering Northern Florida, Southern Georgia, and Central/Southern Alabama. Worked with PFG, Ben E. Keith, Sysco, and Reinhart distribution houses.
• Contributed to successful placement of 3 new principles in 100% of distribution
• Successfully placed 20 new items within 6 months in 2 distribution houses
• Develop cohesive relationships with multiple Broadline Distribution Representatives
• Effectively represent Manufacturers and increasing sales and share of wallet
• Presents existing and new lines of products and successfully closes sales
• Coordinated and Organized regional foodshows representing up to 5 vendors
Years: 2013 to 2016 Employer: Lawrence Foods Inc Title: Sales and Marketing Manager Department: Sales Responsibilities: Bakery Manufacturing company providing dry goods such as icing, fillings and mixes. Territory included SE United States.

• Increased sales consistently over 23% for 3 years
• Hired and Managed 30+ Broker representatives over 9 states
• Developed solid market penetration into undeveloped regions in LA, FL, GA and
• Pioneered sales penetration in new markets contributing to 9% organic growth of the company
• Initiated relationships with new distributors, national, industrial, and in store bakery accounts such as Golden Corral and SuperValu
• Negotiate marketing programs with broadline distributors maintaining consistent 3.5% marketing throughout the region
• Planned tradeshows and product execution
Years: 2012 to 2015 Employer: Elizabeth's Restaurant Group (DBA Gulf Coast Grill) Title: CEO Department: Responsibilities: Independent Causal Restaurant in Suwanee, GA
• Created and designed restaurant concept
• Supervised up to 40 staff members
• Developed Menu and costing to maintain 30% Foodcost
• Coordinated marketing plan and positive customer relations through promotions
• Prepared payroll and maintained labor and food budget levels
• Managed Inventory control and cost analysis KPI’s
• Implemented standard operating procedures for the kitchen and FOH teams
Years: 2004 to 2012 Employer: CSM Bakery Products/Brill Title: Territory Sales Representative/Customer Marketing Manager/Sales & Marketing Coordinator/Asst Frozen Category Mgr./ Sales Technician Department: Sales and Marketing Responsibilities: Bakery Manufacture of dry ingredients, mixes, packaged goods and frozen desserts.

• Managed a territory of $8M+ annual sales growing an average of 15% year over
• Targeted the C-Store channel within the SE Region resulting in 20% category
increase with 3 national and 1 regional account
• Managed 50 broker representatives in GA, NC, SC, and Eastern TN
• Managed local chain accounts and assisted with menu development
• Worked with customers and distributor sales representatives on product features,
benefits and formulation differences as well as product preparation
• Negotiated, developed and executed marketing programs for local distributor
• Developed, executed and evaluated promotions resulting in $1M growth over
previous year, such as Alex’s Lemonade Stand Promotion for Harris Teeter
• Translated national product strategies into customer-specific
marketing plans
• Utilized category and consumer insights data to identify customer-specific growth
opportunities for Harvey’s (Hannaford Group)
• Designed custom products in ideation projects with large grocery chains in the
Southeast US such as Publix, Food Lion, Harris Teeter, and Fresh Market.
• Analyzed competitive product offerings in terms of features and benefits as well
as price points
• Coached and developed up to 27 territory managers and representatives on
solutions-selling strategies, advanced product knowledge and customer programs
• Initiated and advanced the skills of the sales force to effectively promote and sell
technical product lines in response to changing market demands through team
building exercises in regional sales meetings.
• Organized and prepared product merchandizing plans and presentations for
multi-chain Grocery stores (Hitchcocks, Winn Dixie, Save Rite, and Super Valu) and
Years: 1998 to 2004 Employer: Piece of Cake Bakery Title: Owner/Operator Department: Responsibilities: Retail Bakery selling variety of baked goods and retail cake decorating supplies.

Created and designed bakery concept
• Developed business concept and plan, formulas and growth strategy
• Managed inventory, food costs and budgets
• Prepared bakery products in a 90% scratch environment
• Created marketing plan and strategies resulting in consistent 10% annual growth
• Trained and supervises up to 5 employees

Additional Experience

Training / Seminars
TEFL Certification – UK Global Language Training May 2019
Dale Carnegie Course – How to Sell Like a Pro Oct 2011
Miller Heiman LAMP Program Nov 2009
IFMA – Foodservice Fundamentals Jun 2006
Technomic Foodservice Planning Program Jan 2007
IFMA Foodservice Sales and Marketing Conference-
• The Changing Landscape of Foodservice Distribution May 2007
• Trade Promotions: Managing ROI May 2008
Marketing Experience
Introducing Alex's Lemonade Stand promotion to Harris Teeter Grocery Chain through the bakery department.

Utilizing Datamonitor and Technomic data to cross-reference appropriate product introduction and potential flavor profiles to individual stores within Lowes Food Store Chain.
Other Relevant Experience
Consulting for LEK on topics of trends of specialty sweet goods in foodservice and In store bakery. Topic included logistics, temperatures, labor and costing.

Fields of Expertise

Request Expert

Dev Tool:

Request: expert/consultative-expert-in-bakery-and-foodservice-strategic-sales-planning-market-expansion-relationship-management
Matched Rewrite Rule: expert/([^/]+)(?:/([0-9]+))?/?$
Matched Rewrite Query: experts=consultative-expert-in-bakery-and-foodservice-strategic-sales-planning-market-expansion-relationship-management&page=
Loaded Template: single-experts.php