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BRIAN D.

COOK
Chanhassen, MN 55317 Cell: 612.834.8436 bd.cook@hotmail.com

SENIOR SALES EXECUTIVE CONSUMER PACKAGED GOODS


Applying Discipline, Structure, and Leadership to Generate Sales and Expand B2B / B2C Markets Built and delivered profitable, entrepreneurial businesses that drive market and brand growth. With keen intellect, strong client relationship building skills, and a passion for excellence, led multi-million dollar operations to achieve results while ensuring high product and service quality. Experienced leveraging industry consolidation and continually upgrading talent to significantly reduce selling costs while growing revenue and expanding distribution. Diverse sales management background encompasses consumer brands (10,000 stores), home-delivery (2,500 employees), and in-store bakery (retail).

LEADING PEOPLE TO PROFITS


Industry Relationships. In hands-on sales leadership roles, built lasting relationships with major food and grocery industry leaders. Brand Expansion. Held complete P&L responsibility and led sales teams of up to 10 direct and 2,500 indirect reports in successfully growing brands. Customer Service and Quality Leadership. Instrumental in building customer service perception and solidifying industry reputation of Schwan as a professional, highly focused organization ($3B in annual revenues) founded in quality and customer service. Skilled at analyzing and developing creative strategies to lower costs, ensure transparency, and maximize results.

DISTINGUISHING SKILLS AND CAPABILITIES


Harvesting Non-Core Divisions Incentive Programs / Reward Structures Acceleration of Revenue Growth Decreased Slotting Fees Organizational Discipline in Trade Spending Customer-Oriented Service Strategies Adjacent Opportunities / Perimeter Strategies Organic Growth / M&As / Integrations Development of Lean Organizations Demand Planning / Analysis for Increased Profitability Improved Product Flow / Decreased Inventory

PROFESSIONAL EXPERIENCE
THE SCHWAN FOOD COMPANY, Marshall MN
$3B privately-owned company with 18,000 employees worldwide; business units include Home Service, Global Consumer Brands, Foodservice, and Global Supply Chain.

Vice President of Sales Specialty Food Solutions, Global Consumer Brands (2010-Sept. 2011)
In 2010, accepted lateral move as a VP of Sales role under Consumer Brands to lead transition from harvesting strategy to a growth / market expansion strategy, while maintaining all current responsibilities.

Created 22% incremental growth in 2011 by expanding distribution of base SKU's and new products. Drove incremental sales by providing in ad coupons/cross category promotions in Deli.
Achieved best overall P&L result in ten years of ownership in 2010. Transitioned harvesting strategy to growth and market expansion strategy.

Brian D. Cook

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Senior Vice President & General Manager, Schwans In-Store Bakery, Foodservice (2008-2009)
In response to termination of one-year alliance between In-Store Bakery and Rich Products Corp, initially assigned to reintegrate key business (In-Store Bakery) into Schwans Foodservice, as well as develop the overall business processes and sales strategies that drive long-term value, sustainability, and growth. Led a direct staff comprised of two sales directors and managers of customer service, demand planning, and marketing in implementing disciplines and harvesting in-store bakery business. Reduced losses and refocused sales agents to sell a premium brand by incorporating a strict customer-focused product fulfillment program (10,000 stores; eastern US) and a disciplined approach to repairing relationships with every chain. Led broker forecasting process and weekly demand planning exercises. Results of initiatives include: Grew In-Store Bakery gross margin from -12% to +23% in 7 months on retail grocery channel. Improved fill rates from 56% to 99%+; reduced inventories by more than 75%; consolidated warehouses from 4 to 2. Instilled demand consistency in manufacturing that vastly improved timeliness, accuracy of delivery, service, and quality of product flow. Created industry-leading customer service tactics that improved customer satisfaction during key selling seasons and reduced quality complaints.

Senior Vice President East, Schwans Home Service (2005-2007)


Schwans home service was suffering from fragmentation (60% turnover) of sales force comprised of 2,500 commissioned sales people with annual revenues exceeding $600M. In this P&L leadership role, implemented disciplined training program and new reward structures, successfully stabilizing key sales metrics (eastern half of the US). Improved new hire retention 19% in first year by moving from cash incentive program to a performance-based reward system. Achieved record-setting new product penetration to current customers, while improving units per customer visit by 2.3%. Reduced planning time by 80% by implementing first-ever Customer Planner and Tracker, an Internet-accessible tool that enabled local general managers to develop goals with customer service managers. This created transparency for and cohesiveness in customer buying across 50,000 route days. Attained first measurable sales-per-day increase in more than 10 years. Slashed incentive spending by $1.5M by spearheading the launch of Cornerstones to Growth program, a disciplined sales growth tool for middle / senior management to track real route day growth that rewarded actual results of individuals.

Region Vice President, Schwans Consumer Brands (2003-2004)


Led the newly-formed $183M Northeast Region (plus expansion into Carolinas) in accelerating revenue growth and improving organizational discipline. Held P&L responsibility for all operations, inventory depots (40), and truck fleet (90). Managed six sales directors. Drove Schwan pizza brands (Red Baron, Freschetta, and Tonys) to number one status (52-week basis) in six months, growing 1.5 percentage points in maturing markets. Top Graded Sales Director status at largest customer (Food Lion) that resulted in sales growth while reducing trade rate. Reduced trade spending by 2.1% while growing sales $11M (6.3%) in first year. Moved customers from invoice billing to scan allowances (2,000 stores).

Brian D. Cook

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Decreased slotting fees by 50% during new product introduction (Freshetta Brick Oven) by leveraging innovative, never before used concepts and aggressive marketing. In addition, established popularity of standalone category in store (brick oven pizza) which forced immediate distribution.

Sales Director Northeast, Schwans Consumer Brands (1996-2003)


Promoted to hire, train, and develop 10 account executives in 13 northeastern states during a time of rapid company organic growth and industry consolidation. Reduced losses by more than $6M in five years, and grew sales 58% from $63M to $100M, while downsizing staff. Increased distribution to four key markets (Baltimore / Washington, Philadelphia, New York and Boston); once established, integrated an analytical, category management approach in lieu of excessive price promotion, effectively creating a customer value-added service. Corrected merchandising inconsistencies across the A&P chain (300 stores). Provided intellectual capital and developed flow diagram outlining adjacent opportunities. Expanded pizza frontage from 3 to 7 doors. Reduced team from 10 managers to 6 by hiring higher caliber talent who could manage competing priorities and possessed superior critical thinking, analytical, negotiating skills, and emotional maturity. Fostered development of abilities for progression to higher management positions. Grew market share from 15% to 25% as category grew 70% from $235M to $400M+.

Account Executive Atlanta Region, Schwans Consumer Brands (1992-1995) Sales Manager Houston Region, Schwans Consumer Brands (1989-1991)

EDUCATION
Bachelor of Science, Business Management, University of Phoenix, 2003 Cornell University Executive Development Institute (Module 1), Ithaca, NY, 2004 Senior Executive Development Program (Schwan), member of 8-person executive group selected by CEO to attend executive training in finance, strategy, and marketing curriculum, 2003 Babson College Executive Success Program, Wellesley, MA high potential candidate chosen by the CEO of Schwans, 2000

BOARD AFFILIATIONS / INDUSTRY LEADERSHIP


Board of Directors, American Pie Council, 2009-Present Member, IDDBA (International Dairy Deli Bakery Association) Show & Sell Deli Committee, 2010-Present Member, Best Practices Roundtable, Consumer Packaged Goods Industry, managed by CMS Consulting, 2009-Present Member / Award Recipient, Schwan Consumer Brands / Foodservice Chairmans Club, most prestigious sales award, 1989 and 2008

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