JOHN G. LEEN
Naperville, IL 60564  Mobile (847)341-1774 • johngleen1@gmail.com * www.linkedin.com/in/johnleen
SALES & MARKETING EXECUTIVE / GENERAL MANAGER
Accomplished Consumer Products executive with P&L responsibility and extensive history of exceeding revenue, profit, and
market share goals in established and transformational environments. Energetic, strategic, results-oriented decision-maker
with a deep understanding of business and customer drivers, and a broad knowledge of all aspects of sales, marketing, and
operations. Highly analytical with proven aptitude formulating processes that improve trade spend efficiency and field
productivity. Change management expertise and acknowledged leader of people with exceptional talent to build
cross-functional consensus while shaping effective customer, agency, and business partnerships.
PROFESSIONAL EXPERIENCE
PEPSI BEVERAGES COMPANY / PEPSICO, INC., Purchase, NY
2010 - 2012
Vice President of Retail Sales, Schaumburg, IL (2010 - 2012)
Responsible for P&L and overall Retail Sales performance results for the PBC Central Business Unit across Grocery, Mass,
Club, Drug, Convenience, and Dollar channels. Role included development of key channel strategies and initiatives, annual
operating plan, customer growth plans, revenue management, and channel execution objectives. Directly responsible for
leadership and management of strategic regional chains and detailed collaboration on national account plans. Led a 72person team with a customer development budget of over $200 million with $2.9 billion in revenue and 305 million cases.
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CBU outperformed Pepsi Beverages Company on all key volume, share, execution, and financial measures (2011).
Led substantial change management integrating three former organizations against one plan. Transformed
structure, staff, and all sales, financial, and performance processes while delivering best in system results.
Formulated pricing and revenue management strategy by channel, customer, and package resulting in 6% margin
improvement while growing display execution by 5.2% and feature ad performance by 6.9% in 2011.
Grew CSD share advantage by 1.7 points in the highly profitable C&G Channel in 2011.
Executed introduction of over 28 new products, including successful Gatorade conversion from warehouse delivery
to direct store delivery (108 Index to Plan).
PEPSIAMERICAS, INC., Minneapolis, MN
2000 - 2010
The world’s second-largest Pepsi bottler with annual revenues of $4.9 billion. PepsiCo acquired the company in 2010.
Senior Vice President of Sales, Schaumburg, IL (2007 - 2010)
Accountable for P&L on the company’s domestic Grocery, Mass, and Club business representing 230 million cases and
revenue of $2.2 billion. Role included development of channel strategies, annual operating plan, customer growth plans,
revenue management, consumer and category insights, and execution framework by channel. Responsible for leadership and
direction of strategic regional chains and detailed collaboration and execution on national account plans. Reported to
Executive Vice President and managed a 54-person team with a customer development budget of over $175 million.
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Achieved Wal-Mart, Target, and Kroger Vendor of the Year awards specific to PepsiAmericas (2007, 2008).
Executed more than 107 new products and brand extension launches generating 8% annual contribution.
Grew non-carbonated beverage portfolio by 63% and secured share leadership annually.
Selected by President/COO to serve on Pepsi-Cola North America executive sales committee.
Chosen to participate in the PepsiCo/Bottler restructure and transition plan, playing a role in shaping the new PBC
organization to deliver productivity synergies while exceeding customer expectations.
Developed a culture of performance as evidenced by annual PepsiCo Ring of Honor award recipients, steady stream
of career advancements among my staff, and commitment to diversity and inclusion.
Senior Vice President of Marketing & Sales Strategy (2000 - 2007)
Reporting to Executive Vice President, directed team of executives, managers, sales, and analytical personnel in the creation
and implementation of the domestic marketing strategic plan, including innovation, brand marketing, shopper marketing,
consumer insights, advertising, and prestige venue oversight. Role included developing and executing our revenue
management, category management, and sales capability agenda. Marketing executive interface to PepsiCo and DPS.
John G. Leen, Page 2
Senior Vice President of Marketing & Sales Strategy, continued
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Spearheaded the design and execution of the retail sales and food service marketing plan, which delivered best-insystem volume and share execution against national initiatives, including new product introductions.
Functional team lead on acquisitions, propelling PepsiAmericas’ revenue from $3 billion to $4.9 billion, including
purchase of Central Investment Corporation and Ardea Beverage Company.
Managed the multi-channel sales strategy, selling capability, and category management work streams delivering
increased focus and capability on account management, selling skills, and in-store execution.
Senior participation with consultant firm on Pepsi Americas’ Customer Alignment sales transformation and
restructuring project leading to improved customer management, share and margin growth, and enhanced ROI.
Selected by President/COO to serve on PCNA and DPS executive marketing committees (served as Chairman).
Developed and mentored 7 high-potential individuals for larger roles within the organization.
PEPSI COLA GENERAL BOTTLERS, INC., Rolling Meadows, IL
1988 - 2000
The second-largest Pepsi bottler with annual revenues of $2.4 billion. The company merged with Pepsi Americas in 1999.
Senior Vice President of Marketing & Sales (1998 - 2000)
Reporting to the President, responsible for the development of the domestic strategic plan, marketing and sales initiatives,
innovation, agency management, insights, shopper marketing, sales capability, and international best practice exchange.
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Orchestrated three-year multi-channel strategic plan that delivered 7% average annual revenue growth while
growing execution measures faster than the category.
Managed $50MM corporate advertising budget across all media outlets. Evaluated and outsourced internal media
function generating $2MM productivity savings and incremental $5MM ROI.
Led Tracey-Locke advertising and Genesco sports agency relationships and prestige venue strategy.
Negotiated incremental program and investment support with PCNA valued at $3MM-$5MM annually.
Selected by President/COO to serve on PCNA and DPS executive marketing committees (served as Chairman).
Vice President of Customer Development, Chicago, IL (1997 - 1998)
Relocated to advance business results in PCGB’s largest operating division with revenues of $550MM. Accountable for P&L,
customer management, retail and food service strategy, pricing, package mix management, and field marketing.
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Restructured and upgraded sales and marketing team; implemented new category management capability and
multicultural and urban market plan that drove sustainable growth.
Director of Sales & Marketing, Cincinnati, OH (1988 - 1997)
Responsible for key account management, field marketing, retail sales, and food service sales for the second largest operating
division in PCGB, which expanded several times throughout this time period. Exceeded profit plan in nine of ten years.
PEPSI COLA NORTH AMERICA, Purchase, NY
The North America beverage division of PepsiCo, a global food and beverage company
1983 - 1988
District Manager, Franchise Sales, Cincinnati, OH
Led the development and implementation of individual franchise bottler business plans, including sales and marketing
strategies, pricing architecture, retail execution, and innovation delivering volume and share growth in Ohio, Kentucky, and
Indiana. Recruited from Pepsi Cola North America to join Pepsi Cola General Bottlers, Inc.
JOHNSON & JOHNSON, INC., Personal Products Division, New Brunswick, NJ
1978 - 1983
Joined Johnson & Johnson as entry level Sales Representative (1978 - 1980) and progressed through increased levels of
responsibility. Promoted to Territory Manager (1980 - 1983) responsible for four sales representatives, four key account calls
and the Rochester, NY test market. Recruited from Johnson & Johnson to join Pepsi Cola North America.
EDUCATION
Strategy and Consumer Marketing Course, Kellogg School of Management Executive Studies
Bachelor of Science, Finance, Boston College Carroll School of Management