Richard McKenzie

Franklin, MA
857.205.0902
rich1113mckenzie@aol.com
Summary of Qualifications:
Multi-talented, progressive senior sales executive with several years extensive experience in: sales and new business
development, marketing and distribution within the national, regional and New England markets. Sold to dynamic
environments and multiple matrix decision makers within the grocery, frozen food and natural sales product industries.
Skills include negotiating and managing strategic partnerships with wholesalers, group purchasing organizations and
integrated delivery networks. Perform territory prospecting, client relationship development and management, market
segment sales strategies that produce results and deliver process efficiencies to support scalable growth plans.

Professional Experience:
Ignite Sales, Minnetrista, MN

2014 Present

Regional Sales Manager Earths Best Baby Food (East Coast)

Define specific strategic business objectives to maximize sales, share growth and enhanced profitability within
assigned brand portfolio
Lead development of Customer/ Market/Category/Brand strategies, objectives and tactics
Execution and delivery of monthly, quarterly and annual Objectives, Goals, Strategies, Metrics as stated in the
company's business plan
Effectively manage both volume and spending to deliver the brand objectives (monthly, quarterly and annually).
Develop brand portfolio in line with distribution, pricing, merchandising and shelving objectives established
Participate strategically and tactically with the VP in the development and management of the business
Delivery of fiscal responsibilities, delivery of gross sales and profitability objectives, management of trade
spending (all associated funding) to the budget LE
Deliver share growth for each brand within assigned target range, manage deductions within assigned target
range, financial system to ensure deal entry is timely and deal reconciliation is conducted
Monitor performance and complete required reports in a timely and accurate manner
Maximize shopper marketing funds to develop customer specific merchandising options in conjunction with
brand strategies and objectives
Track and evaluate sales performance against volume, share, promotions, new items and spending objectives
Utilize syndicated data, customer sales data and category management studies to provide fact based analysis and
deliver business building initiatives, conduct retail audits and report correction of errors to appropriate area

Acosta Sales & Marketing, Marlborough, MA

2001 2013

Director Client Services 2003 2013

Managed development, analysis and implementation of clients sales and marketing initiatives
Understood sales and marketing strategy to provide proactive diagnosis of business problems/opportunities
Leveraged extensive resources to influence and develop strategies to address defined opportunities
Scoped and manage solutions for significant impact on clients success and revenue
Led and collaborated with cross-functional teams to proactively define new and innovative opportunities to
maximize client volume, profitability, brand equity and revenue
Partnered with business units to deliver seamless cross-business service offerings to clients
Provided internal strategic guidance, analysis and help with implementation of client initiatives
Uniquely represented 2 major national clients: Starkist (Grocery) and Frontier (Natural Sales - Organic Spices,
etc.)
Starkist current year Jan-August, 71.8% of quota with 67% time elapsed and on profit number
Frontier 13 final results Jul-Jun, 109% of quota and achieved trade spend budget, developed and improved trade
spending system for 14 and currently at 110% of quota, July/August
Directed sales planning for seven Campbell's and five Welch's product lines sold throughout New England,
Great Lakes area via C&S Wholesale Distribution channel
Successfully launched eight new Campbell's items in initial four weeks as part of migration toward broker sales,
achieving sell-through of all items to 95% of existing accounts

Developed and implemented strategic and tactical initiatives to deliver Campbell's and Welch's merchandising,
assortment, pricing, and shelving objectives
Invited by Campbell's as one of two national broker representatives to assist analyzing and improving new sales
planning system
Director Client Services/Ahold Business Manager 2001 2003
Oversaw $246M annual sales from Heinz Frozen Foods (9.84M cases/year), directed three Business
Managers (Boston, Metro New York, Mid-Atlantic) with sales planning and 25 additional grocery accounts
Developed, coordinated, and executed annual corporate programs for grocery accounts, including theme
events and consumer overlay programs; 2002, ranked #1 in Financial Management out of 25 national markets
Launched over 30 new items within initial 24 months, leading team to earn national "Broker of the Year"
award from Heinz Frozen Foods
Met or exceeded case quotas annually by intelligent and judicious allocation of spending budgets while
concurrently keeping deductions below 2% of dollar sales
Managed deduction management process, implementing monthly conference calls with Business Managers
to reduce deductions balances
Analyzed IRI and Nielsen syndicated data, historical spending rates, and product/market trends, utilizing
Siebel, Excel, and Heinz proprietary planning software
Supervised, trained, and evaluated performance of Business Managers, and mentored to deliver value-added
services to customers and clients; three promoted to Director of Client Services

Marketing Specialists, Canton, MA

1988 2001

Vice President/Regional Business Manager Heinz Frozen Foods, Northeast 1994 2001
Implemented best practices throughout New England, Metro New York and Mid-Atlantic, consistently delivering
sales volume within budget
Accounts included Stop & Shop, Shaw's, Wakefern, Pathmark, Acme, and both Giant Carlisle and Landover
Led Upper New York Region business for Del Monte, Ragu Foods, and Rivianna Rice, achieving Rivianna's "Top
Gun" sales management award in 1992
Vice President Grocery, Syracuse, NY 1988 1994
Directed Grocery Department sales and operations and the Bonus Management program for Syracuse Market,
leading a team of five Business Managers servicing 20 grocery clients

Technical Skills;
Microsoft Office Suite (Word, Excel, Access, PowerPoint), Nielsen, IRI Analyzer

Professional Development:
Improving your Listening Skills
Space Management
PowerPoint
Syndicated Data
Negotiating Skills

Education:
University of Massachusetts, Dartmouth, MA
Bachelor of Science Marketing

Professional Affiliations:
Specialty Foods Association 2012 2013
Scholarship Steering Committee, Frozen Food Association of New England 1994 Present

Volunteer Experience:
Coach, Town of Franklin Youth Athletic Programs (baseball, basketball, football) 1988 Present
Volunteer, Franklin Soup Kitchen 2010 2013
Assistant Coach, CYO Basketball League (9th/10th grades) 2002 2009

1979