1. D AVID A R EED -- Driving Opportunity: Building Elite Teams & Profits through Vision &
Leadership
10513 Greensprings DriveTampa FL 33626 david@zebra3investments.com 813.382.5682 http://linkedin.com/in/davidreedtampaz3
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EXEC UTIV E GENER A L MANA GE R , VIC E PRESIDENT , ENTRPR ENEUR IA L CONSUL TA NT
Delivering Sales, Innovation and New Business Development results. Consistent Leader and Driver of Change, Performance
Optimization, Productivity Improvement, and Innovation. Turnaround and Ramp-Up Expert. Proven Accomplishments and
Success Record of Strategy and Execution Leadership. Classic CPG training discipline and multiple Fortune 500 Company
experience in Sales, Data Insights, New Media, Internet, Loyalty Marketing, and Consumer Goods. Entrepreneurial start up
and Investor ROI acceleration expertise. Specialist Customer Relationship Management Evolution / Joint Ventures,
Alliances.
Driving Results for Fortune 500 / Mid-Size/ Start-up Companies / Clients
 DRIVING SALES
 IMPLEMENTING INNOVATION
 DELIVERING PROFITS
 BUILDING and LEADING HIGH PERFORMANCE TEAMS
 EVOLVING CUSTOMER RELATIONSHIPS
DRIVING SALES / DELIVERING PROFITS
• Average typical results are +27% in 1st year for each of 13 clients at Zebra3 Consulting
• Midstate Mills Sales increased +27% first year as client and +16% second year in -4% Industry
• Doubled Clearsource Topline from $50 to$100 Million in 14 months. Grew Organic Revenues +40%,
Volume +32%, and Profit +45% in first year. Right-sized Team from 12 salespeople to 6. Earned INC
Magazine’s Nov 2005 #227 “fastest growing company”
• Doubled SquareShooter from $20 to $40 million in Sales in a year. Increased Profit margins by +10%.
Utilized 2 Sales people. Broker Relationships, added Sam’s Club & Wal-Mart as new customers.
• Led Cott from $175 to $250 million in Sales in 2 years. 4 Sales people. Regional/District penetration,
Relationships. 7 to 33 share. Assembled and ran New Alternate Channels U.S. Branded products ($210
million new business in 2 years) Transitioned and grew by +33% year three. Managed 5 sales people
delivering 50% Cott’s profits. Added Publix, Target PL Beverage programs
• Drove $155 to $200 Million sales increase at Coca Cola Enterprises in 24 months
Grew Organic+15%, New+12%, and Profit +45% in 2 years. 32 salespeople. Started metrics and
techniques.
• Tripled sales to $9MM in a -4% industry for Nabisco Foods
• Executed plan at Russell Stover / Whitman’s from $150 to $300 million in Sales in 2 years. Half came
from skills improvement of 52 Sales People (then reduced to 30). Escalated largest customers:
Walgreen’s +30% Wal-Mart +35%, K-Mart+300%.
• Secured new business growing $10 to $25 million in Sales in a year at Sun Industries. 8 Sales people.
Distributor penetration. Established new customer Relationships at Sam’s & Wal-Mart, Pace
Warehouses, Busybody Fitness Chains, American Fare and SportsGiant Divisions of K-Mart, Price
Savers, Price Club, and Airline Catalogs.
IMPLEMENTING INNOVATION
• Co-Created and piloted new c-store on-premise Catalina coupon technology
• Midstate Mills introduced 7 new skus 2009-10, first in 20 years contributing +16% sales and most
profitable packages
• Contracted and executed Walmart and C-store channel tests with major chains and CPG manufacturers;
contributed to Major Retailers CRM planning and strategy.
• Total full development one year Catalina revenue forecast yield from project and network execution of
$200 million or +30% revenue
• Introduced Cott and Walmart to Bottled Water and licensing Brands like Jolt and Tampico worth $300MM
• Started Category Management & Insights at Cott. Recognized as Best in Class by Walmart and Target
• Pioneered Mobile phone coupon technology tests and team development at Catalina

2. DAVID A REED -- Driving Opportunity: Building Elite Teams & Profits through Vision & Leadership
• Structured Internet Interactive concept tests and parameters to increase customers’ consumer net
involvement yielding +33% to 68% participation. Increased Web based business +36% in 3 months for
Consulting Clients
• Guided Zebra3 Consulting clients in interactive internet information to sales conversions, delivering a
77% close rate vs. previous 10% average
• Steered clients in executing in store combined manufacturer display and at POS discount program
execution at multiple retailers. Each display selling +42% more product than standard.
DELIVERING PROFITS
Adjusting mix profitability in every role. Incentivize Profitable sales. Implement Individual ROI on Promotion
spending. Reduce costs through expense management. Midstate Mills 2009 -2011 experienced double EBITDA
from process. Took over purchasing and secured supplier contract pricing. Led Waste capture and recycle ad
hoc team. Introduced new products and new channels for increased profits at every role. New Alliances and
contracts at coca Cola created new trend in vending partnerships and profitability.
BUILDING and LEADING HIGH PERFORMANCE TEAMS
Clarify goals and vision. Over communicate and repeat vision for clarity. Team consensus building and
collaborative planning. Company goals and individual goals achievement process. Fact-Based Selling approach
and internal Champion development. Performance Objectives Personal Plans (POPP) and Personal
Improvement Plans (PIP). Simplify execution and focus. Establish positive habits, remove distractions. Meeting
efficiencies. Technology utilization. Standard Operation Procedures and Minimal Expectations. Proper alignment
of skills to accounts and objectives. Planning and execution imperatives.
Assembled elite sales squads at Coke, Clearsource, and Cott and Category Data Insights Team at Cott and
Midstate Mills.
EVOLVING CUSTOMER RELATIONSHIPS
Account penetration at higher and at multiple levels. Collaborative planning. Assign Resources toward profitable
solutions. Expert, professional follow up. Deepened and Entrenched customer relationships in every role.
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ZEBRA 3 INVESTMENTS & CONSULTING, Tampa Bay FL Senior Vice President 2009-Current
Turnaround and ramp up for companies invested in by collaborating Venture Capital Groups
Leading associates and investors in Business Consulting (Sales Expertise), Virtual Office, Internet Loyalty
Technology, Consumer Packaged Goods, and Leadership / Team Development / Company Culture. Average six
month increase in client’s sales is +19.7%, one year average is +27%. Expert Driver of Innovation and
Professional Execution, Client List: Midstate Mills, US Bank, Nimblefish, Texas A&M University, Distinctive
Brands, Outsite Networks and more.
CATALINA MARKETING, Tampa Bay FL Vice President Executive Director New Business Development
2006-2009
Implementing new solutions & channels using Retail shopper behavior database to target incentives and
influence behavior. Responsible for securing new accounts, new channels & lead innovation initiatives.
CLEARSOURCE, Natick MA Senior Vice President of Sales and Business Development 2005-2006
Retailer branded bottled water supplier, INC Magazine’s Nov 2005 #227 “fastest growing company.”
• Implemented new P&L system and new Forecasting and Production Planning Procedures.
• Doubled Customer Service Team. Venture Capital presentations leading to sale of company.
D AVID A R EED -- Driving Opportunity: Building Elite Teams & Profits through Vision &
Leadership
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3. COTT BEVERAGES, Tampa, Florida Executive Director of Business and Category Development 1998-2005
Largest supplier of Retailer Brand beverages Accountable for $500 million in sales. Implemented initiatives that
delivered results 2 times category and 6 times industry growth. Managed P&L and key success in people
development.
• Doubled volume and took share from 7 to 33 in 2.5 years.
• Assembled co-packer network for new beverages.
• Assembled and ran growing Alternate Channels U.S. ($210 million) by +33%.
• Led new customer development for Target, Publix, Ahold, and Albertson’s.
• Set up A.C. Nielsen database and templates used to sell to Investors and Customers. Rallied Board of
Directors to support Category Management as Top Initiative. Lead 10 managers as direct reports.
• Lifted shares from 5 to 25 in 2003 in Southeast customers. Grew revenues +14% and profit + 9%.
• Surged growth (from 9 to15%) in first two months. Developed 4 Regional Field Managers.
• Secured commitments and executed +32% sales growth in 1999. Delivered another +33% increase 2000,
expanded market share 2 points and won two Supplier of the Quarter awards and Supplier of the year.
1986- 1998
COCA COLA ENTERPRISES, Branch Manager St. Louis, Missouri
Scalable, operations development and initiatives resulting in Turn- around performance.
Managed 244 employees, responsible for P&L, $200 Million Revenue.
Revenue increase of +13%. Reduced employee turnover by 70%.
RUSSELL STOVER & WHITMAN’S, Midwest Region Manager, Kansas City, Missouri
Sales force unification and execution success. Overall sales increased 45% for the region.
SQUARESHOOTER CANDY COMPANY, Vice President & National Sales Manager Kansas City, Kansas
Led company from $20 to $40 million in Sales overall in a year. Increased Profit margins by +10%.
NABISCO FOODS GROUP, Sales Manager Food Service Division, TN, AR, MS Memphis, TN
Drove Sales from $3.5 million to $9 million in a 2-4% growth industry.
PROCTER AND GAMBLE, Food Division, St. Louis, Missouri.
Unit Manager Led 10 sales Representatives to 19% increase. Sales Representative of the year 1st year
EDUCATION Bachelor of Arts in Business & Economics Westminster College, Fulton, Missouri
Washington University Olin School of Business E.M.B.A., University of Notre Dame, South Bend, IN
Eckerd College Leadership for Executives Finance for Executives, University of Chicago
INTERESTS & PROFESSIONAL AFFILIATIONS
2008 ATA Taekwondo Men’s Blackbelt Sparring National Champion, 2009 # 6 rank in the World
10 years in Rotary Clubs Including 2 Past Presidents - Board of Directors for Access Communications
Church High School Youth Leader – Certified Fitness and Taekwondo Instructor
LEADERSHIP COMPETENCIES DRIVING SUCCESS
Initiate & Drive Innovation & Turnaround Plans Entrepreneurial Thinking, Execution & Work Ethic
Collaborative and empowering leadership Category Management Understanding & Deployment
Corporate Staff Sales Planning & Merchandising New Product Launches, Analysis of Syndicated Data
Recruiting, Training & Team Building Resume Delivery of Sustained Sales Performance
New Business Development Assemble & Dissolve Agreements
Performance Optimization Continuous Improvement Forecasts and Projections. Crisis Management
Negotiating and contract creation, acquisitions Strategic Planning and Consultative Selling
Exceptional Communication & Leadership Skills Exceptional Leadership & Computer Skills
Creating/Implementing Performance Management Creating, Analyzing & Controlling Salary, Operational
Systems & Field Training Programs Budgets, P& L’s, ROI focus
Joint Ventures, Alliances, License Agreements
Problem Solving, Strategic Selling, Best Practices
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