1. JOHN G. LEEN
Naperville, IL 60564 Mobile (847)341-1774•johngleen1@gmail.com * www.linkedin.com/in/johnleen
VICE PRESIDENT OF SALES / GENERAL MANAGER
Senior Sales and Marketing Executive with extensive experience and success profitably growing complex, multi-channel retail
and food service businesses in both established and transformational environments. I have a deep understanding of the
Consumer Products business, and a broad knowledge of all aspects of sales, marketing, and business development that
realizes strong P&L results. Highly analytical, data-driven strategic marketer with proven aptitude for integrating consumer
insights, category trends, shopper marketing, and revenue management for competitive advantage. Energetic, strong leader
known for building highly effective teams, successful collaboration with internal functions and field leadership, developing
strategic customer partnerships, and establishing processes that improve retail execution and sales effectiveness.
PROFESSIONAL EXPERIENCE
PEPSI BEVERAGES COMPANY / PEPSICO, INC., Purchase, NY2010-2012
Vice President of Retail Sales,Schaumburg, IL (2010-2012)
Responsible for P&L and overall Retail Sales performance results for the PBCCentral Business Unit across Grocery, Mass, Club,
Drug, Convenience, and Dollar channels. Role included development of channel strategies and initiatives, annual operating
plan, customer growth plans, revenue management, leveraging consumer and category insights, shopper marketing, and
establishing execution objectives by channel.Directly responsible forfostering strong client relationships in support of business
development leading a 72-person sales team and providing direction to over 600 field-based sales professionals with $3.0
billion in revenue.
Delivered $140MM revenue growth, 4.9% price appreciation, 6% margin expansion, and was the #1 performing
business unit from ’10 -’12, achieved while leading the sales organization through significant changes in structure,
staff, and sales processes due to a merger and continuous annual consolidations.
Spearheaded effective collaboration, co-authorship, best practice integration, and alignment of strategic priorities and
initiatives with corporate and field leadership driving revenue and improved execution across multiple categories.
Achieved dominant market share advantage in the profitable Convenience & Gas channel, and increased share an
incremental 1.7 share points, or $75MM in revenue, during 2011.
Lead the category on key execution measures, including achieving 118-display and 121 feature ad indices.
Successful introduction of over 28 new products, including the Gatorade conversion from warehouse delivery to
direct store delivery, achieving 108% to plan, and contributing over $100MM in annual incremental revenue.
PEPSIAMERICAS, INC., Minneapolis, MN2000 - 2010
The world’s second-largest Pepsi Bottling Company with revenues of $5.0 billion. PepsiCo acquired the companyin 2010.
Senior Vice President of Sales, Schaumburg, IL(2007- 2010)
Accountable for Centralized P&L on the company’s domestic retail channel businessrepresenting 274 million cases and
revenue of $2.7 billion. Role included development of channel strategies, annual operating plan, customer growth plans,
revenue management, consumer and category insights, andexecution framework by channel. Responsible forleadership and
direction of strategic regional and national accounts leading a 54-person sales team and providing direction to over 600
field-based sales professionals with a customer development budget of over $175million.
Achieved Wal-Mart, Target, and Kroger Vendor of the Year awards specific to PepsiAmericas(2007, 2008, 2009).
Executed 107 new products and brand extensions generating$180MM average annual revenue contribution.
Grew non-carbonated beverage portfolio 63% over three-year period and secured category share leadership.
Developed high performance teams fostering a positive, accountable, collaborative culture and generated a steady
stream of annual PepsiCo Ring of Honor sales award winners, a strong bench, and career advancements for my staff.
Selected by Presidentto serve on Pepsi-Cola North America executive sales committee.
Senior Vice President of Marketing&Sales Strategy(2000-2007)
Responsible for the development and implementation of our domestic multi-channel marketing and sales strategic and
annual operating plans, including innovation, brand marketing, shopper marketing, consumer insights, advertising, and
prestige venue oversight.Role included leading our revenue management, category management, and sales capability
agenda. Selected by President as senior Marketing & Sales executive interface to PepsiCo and the Dr Pepper Company.

2. John G. Leen, Page 2_____________________________________________________________________________________
Senior Vice President of Marketing & Sales Strategy, continued
Spearheaded the design and implementation of our retail sales and food service annual plan, which delivered
7% average annual revenue growth while growing retail execution performance measures faster than the category.
Strong functional expertise developing insights-based marketing and sales organizations focused on revenue growth
and building brands for strategic advantage.
Functional team lead on acquisitions, propelling PepsiAmericas’ revenue from $3 billion to $5.0 billion, including
purchase and assimilation of Central Investment Corporation and the Ardea Beverage Company.
Senior executive working with Accenture consultant firm on Pepsi Americas’ Customer Alignment sales
transformation and restructuring project, leading to improved customer management, share and margin growth, and
enhanced ROI.
Managed corporate Tracey-Locke advertising agency and Genesco Sports marketing agency work and relationships.
Selected by President to serve on PepsiCo executive marketing committee (served as Chairman).
PEPSI COLA GENERAL BOTTLERS, INC.,Rolling Meadows, IL 1988-2000
The world’s second-largest Pepsi Bottling Company with revenues of $2.4 billion. Merged with Pepsi Americas in late 1999.
Senior Vice President of Marketing &Sales(1998 -2000)
Reporting to the President, led the development of the domestic retail and foodservice strategic plan, annual marketing and
sales initiatives, innovation pipeline, agency management, consumer insights, shopper marketing, category management,
sales capability, and international best practice exchange.
Orchestrated three-year retail and food service strategic plan that delivered 7% average annual revenue growth
while growing key execution measures of features, displays, and shelf space faster than the category.
Managed $100MMcorporate advertising budget across all media outlets.Evaluated, and then outsourced, internal
media function generating $1.5MMin productivity savings and incremental $4.0MM ROI over a four year period.
Managed Tracey-Locke advertising and Genesco Sports agency corporate relationships and prestigevenue strategy.
Negotiated marketing program and investment support with PCNA, valued at $3MM-$5MM annually.
Selected by Presidentto serve on PCNA and Dr Pepper Company executive marketing and sales committees.
Vice President of Customer Development& Marketing, 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, execution, revenue management, and multi-channel marketing.
A turnaround situation, I restructured and upgraded the sales and marketing organization, implemented new
category management capability, and established an urban, multi-cultural plan that drove profitable revenue.
Director of Sales & Marketing, Cincinnati, OH (1988- 1997)
Responsible for key account management, field marketing, and retail and food service sales for the second largest operating
division in PCGB, which expanded several times throughout this time period. Exceeded profit plan nine of ten years.
PEPSI COLA NORTH AMERICA, Purchase, NY1983 - 1988
The North America beverage division of PepsiCo, a global food and beverage company.
District Manager, Franchise Sales,Cincinnati,OH
Led the development and implementation of individual franchise bottler retail and foodservice business plans, including sales
and marketing strategies, pricing architecture, retail execution, distribution drives, and innovation delivering volume and
share growth. Recruited from North America to join Pepsi Cola General Bottlers, Inc. to manage their Cincinnati Division.
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 PepsiCola North America.
EDUCATION
Strategy and Consumer Marketing Course,Kellogg School of Management Executive Studies
Bachelor of Science, Finance,Boston College Carroll School of Management