STEPHEN VASQUEZ
503 St. Clair Ave. Spring Lake, NJ 07762
stephenvasquezjr@yahoo.com
(732) 966-7338
PROFILE
DYNAMIC, CREATIVE AND HIGH-ENERGY BRAND EXECUTIVE, with 20 Years of experience managing
within Fortune 50 and Entrepreneurial/ Start-Up companies. Proven Sales and Business leader at National, Regional
and Cross-Functional levels. Possess an insatiable desire to win, and would state on a performance review:
“looking to be continually challenged and never stop trying to grow professionally and personally.”
MANAGEMENT EXPERTISE
BUSINESS EXPERIENCE
Direct & Indirect Sales Force
Warehouse, DSD & Internet R-T-M
Strategic Customer Marketing
Grocery, Mass, Club & Drug
Full P&L Management
Convenience, Foodservice & On Premise
Budgeting & Forecasting
Natural Foods & Specialty Retail
New Business Development
Category Mgt & Space Analytics
Recruiting & Staffing
Operations & Logistics
Managing in all U.S. Markets & Canada
Brand Positioning & Segmentation
PROFESSIONAL EXPERIENCE
POWERCOCO
DEC 2011– PRESENT
NEW YORK, NY
Recruited to launch new sports drink brand and assist in securing capital from private lending sources to fund long
term growth plan to achieve $1B+ in sales. Responsible for creating brand positioning as a hybrid sports drink and
compete with established conventional brands and acquired taste coconut waters, while maximizing start-up
resources and leverage celebrity brand ambassador investors in an influencer capacity; to create brand awareness,
generate purchase intent and ignite sales. Responsibilities as President, include General management of all product
development, manufacturing, logistics, sales, distribution network, marketing, social media, staffing and finance.
General Manager/ President
Dec 2011 - Present
Accomplishments:
 Created Brand Book; including designing Mission Statement, implementing Brand Values, Personality,
Voice and Community Pillar involvements
 Work with flavor house to formulate product based on strategic brand and consumer positioning attributes
 Sourced packaging and manufacturing suppliers; negotiated pricing; terms; minimum run quantities
 Identified strategic launch markets, distributor partners and key retailers; negotiated contracts; terms
 Created stratified Value Chain, accounting for various R-T-M strategies; direct sale customers; wholesaler;
broker; internet; international – account for future expansion, acquisition and integration by purchaser
 Provide framework and forecasting for 5yr growth plan, projecting revenue, expenses, SG&A and EBITA
 Achieved 500+ points of distribution in NYC rollout market in 1st week, exceeding sales plan by 100%
 Design Distributor and Broker network incentives to gain Top-of-Mind sales and penetration focus
 Direct Social Media mgr on design and development for follower brand engagement strategies on various
channels [Twitter, Facebook, Instagram, Mobli, Pininterest] and track via weekly KPI reports
 Lead Field Marketing efforts, including sourcing and negotiating with agencies for Guerilla marketing, instore demo, campus ambassador, college intern and Influencer event support
 Solicit, new customer agreements with all classes of trade accounts, including customer direct ship,
wholesaler, internet, Broker and DSD distributors
Vasquez, Stephen [Page 2]
O.N.E. COCONUT WATER
MAY 2010– NOV 2011
LOS ANGELES, CA
Recruited to start-up environment to manage all Sales, Distribution, Broker networks and Licensee relationships for
the company’s portfolio of brands in North America: O.N.E. Coconut Water, Splash, Active, KIDS & Jamba Juice.
Reported to the President; member of the Executive Leadership Team; developed immediate and long-range,
strategic sales, marketing, innovation, operating; and financial plans for the company. Successfully helped sell
54% majority share ownership of the company to PepsiCo in March 2011 and directed the brand integration
process into the Pepsi Bottling Group and franchisee distribution system.
Vice President Sales
May 2010 – Nov 2011
Accomplishments:
 General mgt of all Customer Sales, Mktg & Distribution. Traveled >75% per year.
 Responsible for $60+ million revenue plan; $10+ million Trade/ T&E Budget and 42 person sales and
field marketing group, headed by 4 Reg VP’s and 2 Field Mktg Mgrs located throughout the US
 Reorganized Sales group, creating Divisional/ Regional roles to drive efficiencies & system execution
 Successfully converged Mainstream DSD, Natural, Specialty and Broker distribution networks to comprise
a flexible R-T-M system and increase points of distribution by +1,000%
 Expanded product reach into all channels of trade, including on-line, specialty, military, business,
institution, commercial and schools
 Implemented company Trade Promotion Mgt, Volume & Spend tracking tool [Jaguar]
 Directly manage & forecast all company inventory on weekly basis, from Import docks to Trade
 Commercialized package, ops and retail plan for Licensed Co-Brand Product with Jamba Juice
 Streamlined Portfolio’s Price, Package, Promo Plan Architecture & increased company net profit
margins by +2%
 Managed daily partnership with Pepsi Bottling Co leadership at HQ, BU and MU levels; creating
distribution, ops, innovation and value-chain strategies to be executed within company and Franchise
bottler networks
 Manage Canada sales, via Broker network and multiple distributors [UNFI, Sunopta, PepsiCo]
 Directly managed internet sales relationship with Amazon.com; Green Polka Dot Box and Fresh Direct
 Maintained numerous, Top-to-Top and Sr. Mgt relationships with key customers, distributors and suppliers
The Coca~Cola Company/ Glaceau
May 2006 – May 2010
ATLANTA, GA/ WHITESTONE, NY
Vice President – National Accounts – Foodservice/ On-Premise/ Grocery
Sept 2008 – May 2010
Recruited to Glaceau and helped successfully sell the company for $4.1B to The Coca~Cola Company in 2007.
Reported to the Sr. Vice President and was responsible for National Grocery/ On Premise/ FS] sales, channel
marketing & bottler alignment support for the company’s Active Lifestyle [ALB] portfolio of brands:
vitaminwater, vitaminwater10, smartwater, Powerad, Fuze, NOS, Full Throttle.
 Travelled <70% per year, managing multiple channel & customer teams across various geographies
 Accountable for over $250mm in sales for Channel/ Customer responsibilities
 Responsible for $25mm+ Trade/ T&E budget and 21-person team, located throughout the U.S.
 Led team to commercialize Foodservice bottle/ can plan for vitaminwater 16oz; and gained over 6,000
new points of ALB portfolio distribution [i.e. McDonald’s; Burger King; Firehouse Subs; Domino’s;
Papa John’s; CKE [Carl’s Jr/ Hardee’s]; Sodexo, Compass & Aramark]
 Revitalized, declining Whole Foods business, utilizing multiple R-T-M and customer engagement
strategies; resulting in over $40mm in revenue and +70% revenue growth in 2010.
 Led Kroger ALB team while achieving Most Valuable Supplier & exceeded $100mm in sales in 2009
Director of National Accounts – Drug & Grocery
Sept 2007 – Sept 2008
Sr. National Account Manager – Drug
May 2006 – Sept 2007
Vasquez, Stephen [Page 3]
May 1999 – May 2006
Nestle Waters North America
GREENWICH, CT
Sr. National Account Manager – Drug
National Account Manager – Office Supply & Drug
Sr, Category Mgr – Drug/ Club/ Mass/ C-Store/ On-Premise/ Vending/ Office
Category Manager – On-Premise & Vending
Category Analyst – On-Premise & Vending
Dec 2003 – May 2006
Dec 2001 – Dec 2003
Nov 1999 – Dec 2001
July 1999 – Nov 1999
May 1999 – July 1999
Information Resources, Inc.
Dec 1997 – May 1999
NORWALK, CT
Manager, on-site client services, Heineken USA-White Plains, NY
Project Manager, Heineken USA-Norwalk, CT/ White Plains, NY
Dec 1998 – May 1999
Dec 1997 – Dec 1998
Nabisco Foods Group [Biscuit Division]
Mar 1992 – Dec 1997
EAST HANOVER, NJ
Territory Manager – Greenwich, CT
Sales Representative – Stamford, CT
Team Merchandiser – Bronx/Yonkers, Westchester Co., NY
PROFESSIONAL SKILLS
Microsoft Office for PC & Mac
NACDS/ NACS & FMI Category Mgt Processes
ACNielsen Nite, Nitro & Consumer Channel Insights
IRI Sales Analyzer, Apollo, Consumer Panel Facts
Various Trade Promotion Mgt systems [Siebel, Jaguar]
Speaker, beverage industry events [BevNet Showdown 3, NYC]
Oct 1994 – Dec 1997
Jun 1992 – Oct 1994
Mar 1992 – Jun 1992
Highly Skilled User
Trained User
Advanced User
Advanced User
Advanced User
2012
EDUCATION
MERCY COLLEGE
Business/ Psychology
1995
B.S. Degree
PERSONAL
Four Year College Golf Scholarship
Captain Varsity Golf Team
Individual Low Medalist League Championship
Member, 4 Consecutive Golf Team Championships
Little League Board Member & Coach
NJ Real Estate License
Eagle Scout
1991-1995
1994 & 1995
1993 & 1994
1991 – 1995
2006 – Current
2003 – Current
Awarded 1985
STEPHEN VASQUEZ - KEY CUSTOMER INTERFACES, RELATIONSHIPS & BUSINESS NETWORK
GROCERY
CONVENINECE
MASS/ CLUB/ NATURAL
DRUG/ OFFICE/ SPECIATLY
KROGER
SAFEWAY
PUBLIX
WEGMANS
SHOPRITE
RALPH’S
KING SOOPER’S
DILLION’S
STOP N SHOP
H.E.B.
GIANT EAGLE
HAGGEN’S
GRISTEDES
CENTRAL MARKET
7-11
HESS
CIRCLE K
RACE TRAC
CASEY’S
KUM N GO
LOAF N JUG
WAWA
SHEETZ
QUICK CHEK
WALMART
TARGET
KMART
COSTCO
SAM’S CLUB
BJ’S
WHOLE FOODS
SPROUTS
TRADER JOE’S
FAIRWAY MARKETS
CVS/CAREMARK
WALGREENS
DUANE READE
RITE AID
STAPLES
OFFICE DEPOT
COST PLUS WORLD MARKET
BIG LOTS!
DOLLAR TREE
THE HOME DEPOT
FOODSERVICE/ ON-PREMISE
DISTRIBUTION SYSTEMS – [DSD/ INTERNET/ BROKER]
COMPASS/ FOOD BUY/ CANTEEN
SODEXO
ARAMARK
SYSCO
US FOODSERVICE
OTG
GORDON FOODSERVICE
McDONALD’S
STARBUCKS [US & CANADA]
SUBWAY
CKE GROUP [CARL’S JR./ HARDEE’S]
POTBELLY
FIREHOUSE SUBS
BURGER KING
DOMINO’S PIZZA
PAPA JOHN’S
WENDY’S
SIX FLAGS
COFFEE BEAN
OLIVE GARDEN
OUTBACK STEAKHOUSE
CLUB CORP
COCA~COLA REFRESHMENTS [CCE] & FRANCHISEE
PEPSI BOTTLING COMPANY [PBG] & FRANCHISEE
DR. PEPPER SNAPPLE GROUP & FRANCHISEE
NORTHEAST INDEPENDENT DISTRIBUTORS ASSOC [NIDA]
NUMEROUS INDEPENDENT HOUSES [BEER & NON-ALC]
WAKEFERN [SHOPRITE]
UNFI [U.S. & CANADA]
NATURE’S BEST
HADDON HOUSE
MCLANE
COREMARK
AMAZON.COM
GREEN POLKA DOT BOX.COM
THIRST MONGER.COM
EUROPA FITNESS
CROSSMARK
ACOSTA/ NATURAL SPECIATLY SALES [NSS]
TEAM DIRECT
DORA’S NATURALS
ALDER MILITARY BROKERS [DECA]
TEMPLE LIFESTYLE [CANADA]
LIQUID BRAND BUILDERS [CANADA]
AUSTRALIA/ NEW ZEALAND/ JAPAN/ UK MARKET CONTACTS
OPERATIONS/ PR/ SOCIAL MEDIA/ AGENCY
CASTLE CO-PACKERS
H.A. RIDER CO-PACKERS
WINONA FOODS CO-PACKERS
PRECISION CO-PACKERS
ZUCKERMAN-HONNICKMAN [PACKAGING/ BOTTLES]
TETRA PAK USA
SYNERGY FLAVORS [FORMULATION HOUSE]
ALLEN FLAVORS [FORMULATION HOUSE]
iTi TROPICALS [INGREDIENT SUPPLIER]
PORT JERSEY LOGISTICS [IMPORT/ EXPORT]
BURSON-MARSTELLER [NYC PR AGENCY]
LIPMAN [NYC MARKETING AGENCY/ CPG/ LUXURY GOODS]
HL GROUP [NYC MARKETING AGENCY/ FASHION/ LUXURY GOODS]