Robert Wada has over 10 years of professional management, broker development, and direct selling experience in the Consu...
Robert H. Wada Aurora, CO 80014 (303) 596-8171
[email protected] SALES/SALES MANAGEMENT Over 10 years of professional management, broker development, and direct selling experience in the Consumer Packaged Goods Industry, with revenue responsibility of up to $30 million. Developed natural/specialty foods broker network and trade strategy for United States. Experience developing classes of trade: Natural Foods, Grocery, Grocery Wholesaler, Drug, Mass Merchandiser, Private Label, Warehouse Club, Distributor, and C-Store. Utilize syndicated data to close distribution voids, spend Trade Funds more efficiently, and perform category management for accounts. Direct selling and management experience with the following National/Key accounts: Albertsons, Safeway, Kroger, Super Valu, Wal-Mart, H.E.B., Whole Foods and more.. SELECTED ACCOMPLISHMENTS Management After initial training and multiple sales was promoted to National Accounts Director from Regional Sales Manager with Meritech Inc.. Responsible for both direct and broker sales forces at Stokes Ellis Foods. Restructured sales division in order to achieve increased manpower utilization of existing employees. Provided leadership for a total sales force of 10, with 6 direct reports. Restructured Stokes Ellis bracket pricing to recoup over $150,000, which went directly to the bottom line. Emphasized on a more profitable product mix, thereby reversing the negative effects of a price increase. Profits were increased over $250,000 vs. prior year. In charge of Western United States roll-out of new Pour-Thru water filtration line. New distribution, market development, and sales plan and strategies plans were developed and implemented in all markets. All broker markets for Western Region (Kellogg’s) had increases over year ago and the region was +7.1% vs. the Corporate trend of -1.6%. Consistently ranked #1 of 6 sales representatives in the Los Angeles District for 2 years running. Sales Results Pursued and developed Wal-Mart private label sweetened condensed milk from start through label development process, including plant approval Developed private label canned milk sales in the Western region to support the opening of a new plant. Drove sales to the $6.5 million dollar mark in 3.5 years, doubling initial expectations. Developed Wal-Mart Supercenter, Sam's, and Costco Green Chile business with increases of over 250% vs. year ago. Listed 48 CT Eggo Waffles in Pace Membership Warehouse Club, which contributed over $3 million in bottom line profits. Increased Pricesavers Warehouse Club Confections sales 50% in 2 years from $500,000 to $750,000. Merchandised most successful new product launch in the Western Region, over 1000 cases of Nabisco Fruit Wheats on display during launch period.
Robert Wada – Pg. 2
Business Development/Marketing Sold the following National Accounts: Applebees, Chipotle, Hy-Vee, Princeton University, Sonic Drive-Inn, Pathmark, Brookshires, Kroger, Costco, Maggianos, and H.E.B.. Most successful new product launch in companies history with Sexy Bites gaining distribution into over 90% of existing accounts. Successfully re-launched an ailing Stokes Red Chile product line and revitalized the Stokes Green Chile sauces. Launched a successful line extension under the Ellis product banner. Closed over 30 frozen waffle distribution voids that contributed over $1.5 million in sales. Designed and implemented a Smiths NDA program in Salt Lake City increasing Planters business over 90% versus 1991 in the same period. Increased Planters distribution points by 92 items in the district and achieved 102.7% versus quota in 1991. PROFESSIONAL EMPLOYMENT HISTORY Directline Sales & Marketing Vice President Sales 2012- Current Santini Foods National Sales Manager 2010 - 2012 Brandwerksgroup Director Distribution & Sales Development 2009 - 2010 Meritech Inc. Director of National Accounts 2008 Foothills Creations Director of Sales 2006 to 2007 Diehl Inc. National Account Manager 2001 to 2005 Stokes Ellis Foods Director Sales & Marketing 1997 to 1999 Teledyne Water Pik Regional Broker Sales Manager – West 1995 to 1996 Kellogg Sales Company Region Sales Manager – Frozen Sales Division 1993 to 1995 RJR Nabisco Division Sales Manager 1984 to 1992
EDUCATION M.B.A., Marketing, National University, Los Angeles, California B.S., Business, California State University, Long Beach, California
