1. Robert F. Howell
8047 Whitney Court Mobile: 678-977-2012
Canton,GA 30115 Rhowell08@comcast.net
High performing CPG professional with comprehensive sales and merchandising experience in the food
industry. In-depth knowledge of all facets of operations at the retail, broker and distributor level. A proven
track record of success for developing sales teams that outperform and over-deliver. Exceptional
relationship and business building expertise. Proficient in managing budgets, forecasting and delivering
to plan.
Professional Experience
DIRECTOR OF GROCERY SALES-SE/ Mid-West MAY 2015 - Present
Popcorn, Indiana – Westport, CT
Currently develop and execute sales and marketing programs with national and regional grocery retailers
including Kroger & Publix. Work with customers to refine effective strategic planning, resource alignment,
brand awareness, and execution
 Develop forecasts and budgets for each regional customer and effectively analyze and control
expenditures
 Execute customer specific promotional plans with exceptional planning and communication with
both internal and external partners
 Manage assigned accounts to improve brand ACV, planogram integrity and sales performance
 Understanding of Nielsen reporting, MEI planning systems and production forecasting
 Manage assigned brokers including Harlow-HRK and Acosta
 Work with Internal Teams for new product development, improved transportation and shipping
strategies, and managing seasonal product allocations
 Executed new strategy which significantly improved pricing and promotion effectiveness.
 Streamlined trade spending while maintaining profitable revenue from customers.
REGIONAL SALES MANAGER-SE & SW 2014-2015
Keen Manufacturing & Marketing-Windermere, FL
Managed the Southeast and Southwest Grocery Channel for growing natural snack brands including
Brownie Brittle & Pasta chips
 Rebuilt and rebranded the Brownie Brittle brand to an $80 million business as part of a team of
three national sales reps by reallocating the budget, and by updating the forecasting and trade
spend processes
 Achieved 98% of forecast and spend for all brands
REGIONAL SALES MANAGER SE & MW 2012-2014
Rickland Orchards-Fairfield, NJ
Developed this start up for Rickland Orchards selling Greek yogurt bars which resulted in an investor
buyout after only 15 months for $47 million
 Managed a network of national distributors including Kehe, UNFI, DPI, Hadden House, C&S,
Chex and Bozzuto’s
 Developed the Southeast and Mid-West convenience, national vending and alternative channel
business

2. REGIONAL BUSINESS MANAGER 2001-2012
World Finer Foods – Bloomfield, NJ
Managed the Kehe account nationally for the grocery channel
 Reduced a $4.2 million dollar deficit by over 50% by working with Kehe to reallocate spending
for customer billbacks
 Responsible for managing the grocery channel of business at major grocery accounts that
included Publix, Winn Dixie & Bi-Lo and Bruno’s
 Managed 32 brands and increased sales 3-7% per year
DIRECTOR OF SUPERMARKET SALES 2000-2001
Maximum Marketing-Pompano Beach, FL. National Sales. Responsible for hiring and running all sales
for all grocery accounts nationwide.
One year contract position designed to develop the grocery channel business for Maximum Marketing.
NATIONAL ACCOUNT MANAGER 1987-2000
Tree of Life-St Augustine, FL
Sales team lead for national grocery business through Kehe
 Managed a team of 10 salespeople
 Account Executive for Publix responsible for the concept development and implementation of the
first Greenwise natural food departments in Publix grocery stores
 Supervised Routes Sales people in the Central Fla. Region before being promoted to AE and
moved to Atlanta Georgia for the new Publix division in 1992.
STORE MANAGER 1975-1987
Publix-Lakeland, FL
Started as a Bagger and moved through the organization to be promoted to the youngest store manager
in the organization.
Education
Lee University
Bachelor of Arts Marketing 2014