RICHARD LAWRENCE
OBJECTIVE
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3408 Breckenridge Drive, Fayetteville, AR 72703
Phone: 972.841.8629
A position in senior management where my marketing, sales, and leadership skills can be
effectively utilized to improve operations and contribute to company profits.
PROFILE
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WORK EXPERIENCE
2003 to present
Proven ability to expand profits through creative strategic planning and coordination of all essential functions,
from initial concept to coalition building, market establishment and vendor sourcing.
Comprehensive experience in senior-level management of sales and marketing functions of consumer
products, with P & L responsibility for business development. Actionable relationships with WAL*MART EVP
level executives in: store operations, marketing, and merchandising.
Skilled in account acquisition and management, including market research, competitor analysis, lead
generation, product introduction, demand forecasting and contract negotiation; effectively identify market
opportunities and formulate penetration/growth strategies. Sold $30MM service contract representing over
$2 Billion in CPG retail sales.
Well versed in direct and broker sales organizations, EDI/JIT replenishment systems; monitor industry trends
and market conditions; utilize Microsoft Office, IRI/AC Nielsen, Retail Link, and the Internet.
Effectively recruit, train and supervise direct and independent sales representatives to meet business and
financial goals; orchestrate new business relationships. Recruited and trained over 55 sales executives.
Idelle Labs, Bentonville, AR
Division of Helen of Troy
Senior Director of Sales – Responsible for staffing, directing, developing, and building profitable business for
WAL*MART, Dollar General, Family Dollar, Food Lion, Publix, Military, and various other Food, Drug and
alternate channel accounts. Developed strong business relationships with buyers, DMM’s, and GMM levels.
Additional responsibilities:
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P & L responsibility.
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Established and organized the operation of a six person WAL*MART team.
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Directed or performed all strategic planning, contract management, and lease agreements.
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Developed trade marketing and product development functions for mass, dollar, club and Convenicne
channels.
Achievements:
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Negotiated comprehensive North American sales agent contract.
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Developed and lead 1st seasonal gift pack program for the Brut brand - generating $3MM in incremental
WAL*MART volume.
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Grew WAL*MART sales volume by 42 % on a $19MM base.
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Executive Committee for new initiatives, Advisory Board, Center for Retailing Excellence, Sam M. Walton
School of Business, University of Arkansas – Charter member.
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Executive in Residence – University of Arkansas – taught senior level honors marketing class.
1996 to 2003
CROSSMARK, Plano, TX
Director of Client Services – Designed, developed, and recruited the first client development group to grow
client business in all classes of trade – Food, Drug, Mass, and C-Store. Direct and lead national sales
organization consisting of 35 offices and over 300 employees.
Additional responsibilities:
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P & L responsibility.
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Direct and develop account growth plans.
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Prepare client coverage budgets measured by ROI.
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Customer relationship management.
Achievements:
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Grew client revenue by 12%.
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Planned, developed, and executed the fastest new item launch in Pfizer history – Listerine Pocket Paks
($150MM incremental sales).
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Board of Directors, Center for Retailing Excellence, Sam M. Walton School of Business, University of
Arkansas – Charter member.
WAL*MART Team Leader (Group Vice President) – Direct efforts of a 15 person office accountable for:
Headquarter representation at WALMART and Sam’s Club, Retail Link sales analysis, modular planning, retail
store coverage, sales reporting and project management. Recruit, train and evaluate all personnel.
Additional responsibilities:
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P & L responsibility.
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BAUSCH & LOMB, Pepsi, and Schering Plough broker advisory boards.
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Active member of SIFE(Students In Free Enterprise).
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WALMART client interface.
Achievements:
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Reduced satellite expenses by 28%.
RICHARD LAWRENCE
Director, Sales Service – Responsible for directing and developing client acquisition efforts through five
Business Development Managers with WALMART and Sam’s Clubs. Recruit, train and evaluate business
development of personnel.
Achievements
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Grew revenue base by 32%.
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Increased client base by 20%.
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Coordinated National Sales Meeting of over 400 people.
National Account Executive - Responsible for developing headquarter and retail solutions for
select Fortune 500 client base. Client base included: Kal Kan Foods, Quaker Beverage,
EUREKA, Bausch & Lomb, Baders’ Cookies, and Kimberly-Clark paper.
Additional responsibilities:
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WALMART and Sam’s Club headquarter development.
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Design and evaluate sales plans to maximize headquarter sell-through. (sidekicks, endcaps, seasonal
promotions, etc.).
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WALMART and Sam’s Retail Link/DSS analysis.
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Responsible for $600 million in sales at WALMART.
Achievements:
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Grew client revenue by $1.2 million - a 70% increase in 10 months.
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Grew select manufacturer’s unit and dollar sales by an average of 20% at WALMART.
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Developed NASCAR display program for a manufacturer that increased sales by
$7 million and increased display activity by 62% at WALMART.
1989 to 1996
Hunt-Wesson, Inc., Fullerton, Ca
Division of ConAgra, Inc.
Area Manager - Responsible for recruiting, training, and evaluating all area personnel.
Accountable for the sales, distribution, and promotion of 21 major consumer brands servicing
Minnesota, North Dakota, South Dakota, and Northwest Iowa. This area contributed over
$30 million in sales.
Additional responsibilities:
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Develop and implement marketing programs and strategies.
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Prepare monthly advertising budgets and sales forecasts.
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Monitor market conditions and identify growth opportunities.
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Direct and coordinate account sales effort through 10 field representatives.
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Broker principal for two large food brokers handling refrigerated Hunt-Wesson items.
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Managed four Account Managers responsible for: Super Valu, Fleming, Nash Finch and Affiliated Foods.
Achievements:
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One of three managers selected to develop and implement a company-wide
re-engineering effort for retail coverage.
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Developed one-day accelerated training seminars for persuasive selling and negotiation skills.
Territory Manager - Responsible for recruiting, training, and evaluating five representatives
in a four state region. Grew territory sales volume from 94.7% to 120.3% of quota. Grew
broker volume to 132.3%, 141.2% of prior year.
District Sales Coordinator - Responsible for recruiting, training, and evaluating all district
sales personnel covering Indiana, Ohio, and Michigan. Initiated brand specific market analysis
for every major account in district, including Kroger, Spartan, Inc., and Meijer, Inc.
Coordinated and supervised trade shows throughout Michigan, Indiana, and Ohio.
Achievements:
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Only district sales coordinator selected to train other ConAgra companies in persuasive selling skills.
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Developed and implemented training rollout for a $3 million computer software training seminar teaching
Word, Excel, and PowerPoint.
Sales Representative - Promoted from Sales Merchandising Representative, Sales
Representative to Senior Sales Representative within three years. Established a new sales territory
in the western Michigan area. Developed area into productive market by creating a large customer base securing
major merchandising activity at designated accounts. Sold 112% of sales quota and consistently met and
exceeded sales objectives.
EDUCATION
INDIANA UNIVERSITY - Bachelor of Science - Management - May, 1989
Harvard Law School - Program on Negotiation
Harvard Business School Executive Education
Wharton Executive Education
MIT Executive Education