Client: Confidential CPG Company
Role: Director of Sales
Industry: Consumer Packaged Goods (Beverages)
The Challenge
When I joined this stagnant CPG company as Director of Sales, it was a $17M operation with limited distribution in the Pacific Northwest. The business relied heavily on a single major Club Store retailer, which accounted for the majority of its sales. To support the company’s ambitious growth goals, we needed to diversify the customer base, expand the brand’s footprint beyond its regional stronghold, and achieve national distribution.
My Approach
Working closely with the newly appointed President, who had also joined the company to help drive its national expansion, we focused on repositioning the brand and enhancing the product lineup. Our aim was to capitalize on emerging consumer preferences for healthier options, and we identified one product in particular that could become a national success.
I led the effort to build a national sales and key account team, and I established relationships with third-party distributors to achieve national coverage. This involved securing buy-in from distributors and retailers across the country, educating them on the refreshed product lineup, and positioning the brand as a compelling alternative to traditional products.
By signing up over 130 distributors across the U.S., we laid the foundation for national retail expansion.
The Results
- Revenue Growth: We grew the company’s revenue from $17M to $200M within 2 years, driven largely by the success of our lead product.
- National Expansion: Through strategic partnerships with over 130 distributors, the brand achieved national distribution and became a household name in the U.S.
- Brand Success: The product eventually became the company’s flagship offering, helping to drive the overall portfolio to nearly $1B in revenue and establishing the company as a major player in the CPG market.
Key Takeaways
This case study underscores my ability to transform a regional brand into a national powerhouse by leveraging strategic sales leadership, product repositioning, and robust distribution partnerships. Building a national sales team from scratch and developing a network of third-party distributors enabled us to scale rapidly, positioning the brand for sustained growth and success. This experience reinforced my expertise in business transformation and scaling operations in high-potential consumer brands.
