Chris Hansen is a retail merchandising executive with over 20 years of experience in grocery category management, private label development, and P&L leadership. He has a proven track record of achieving sales, profit, and growth objectives through analytical decision making and strategic initiatives. His core skills include leadership, category management, supplier negotiations, and analytical decision making.

1. 940.231.5395
ccahansen@msn.com
linkedin.com/in/chrisahansen
Chrishansen
INTEGRITY. EXECUTION. IMPACT.
PROFESSIONAL SUMMARY
Retail Merchandising Executive with record of year-after-year success in achieving revenue,
profit and category growth objectives. Analytical visionary, leadership in both turn-around
and growth company environments. Proven ability to manage all phases of product
development and merchandising across a diverse range of grocery categories. Strategic
solutions provider that works across all levels of an organization and identifies ways to cut
company costs and develop new sources of revenue. Extensive experience in private label
branding, which requires a deep understanding of marketing principles, consumer behavior,
technical product attributes and the ability to establish an aggressive competitive position.
CRITICAL CORE SKILLS
● Leadership & Team Building ● Category Management ● Private Label Development
● P/L Management ● Supplier Negotiations ● Analytical Decision Making
● Customer & Vendor Liaisons ● Product Launch/Execution ● Corporate Presentation
RELATIVE PERFORMANCE
 Increased customer’s share of sales and category penetration in corporate brands (beverage,
frozen food, & ice cream) 24.7% in 2010-11 that resulted in exceeding fiscal budgets
 Managed $78M in private label annual revenue. Developed and launched the 7-Select lines of
single-serve CSD, RTD tea, juice and frozen pizza, chicken, appetizers, ice cream in 2010-11
 Reversed negative sales trends at improved margin rates through better use of Private Label
while rebuilding all promotional marketing programs with respective Category Managers
 Implemented and led Category Managers into measurable Category Management best
practices while reducing overall category cost of goods by $0.47 per case
 Business Performance Management utilized to define, measure, and manage against company
strategic goals including monitoring of key performance indicators linked to strategy

2. Chrishansen
PROFESSIONAL EMPLOYMENT
Lead Business Manager 7-Eleven Account 2009-2011 Daymon Worldwide
Private Label Consumer Packaged Goods Broker
Account Team Leader for Non-Perishables team. Developed and implemented merchandising,
package design, marketing, promotion, package inventory. Created reports and performed pre-
analysis to pro-actively drive profitable category sales and growth for the respective categories.
 Increased customer’s share of sales and penetration in private brands (beverage,
frozen food, & ice cream) 24.7% in 2010-11 that resulted in exceeding budget
 Managed $78M in private brands annual revenue. Launched the 7-Select lines of
CSD, RTD tea, juice and frozen pizza, chicken, appetizers, ice cream in 2010-11
Director Category Management 2005-2008 Minyard Food Stores
Grocery Merchandising Department Head
Recruited to build and manage a team of Category Managers and Buyers to implement category
management and grow category sales growth with 3-banner 68 store regional retailer with
declining comp sales and market share.
 Restructured the procurement department buying team, resulting in an improved
service level of over 4% while reducing inventory level by $11M
 Evaluated, created and led team into measurable Category Management and
Procurement processes (5-pg. category review template) to grow profitable sales
Business Development Manager 2004-2005 Winn-Dixie
Save Rite Banner Non-Perishable Dept. Head
Responsible for all non-perishable department financials, merchandising plans, weekly
advertising. Accountable for all aspects of sales and business development including strategy,
P&L, brand positioning, marketing, product development, and supplier contracts including DSD.
 Grew sales by 15.2% in 2004-05, exceeding company growth rate by 14%. Improved
personal prior year growth rate by 27%
 Awarded annual Winning Star award for outstanding company performance
National Category Director 2001-2004 Fleming Foods
Beverage Portfolio including DSD
Reorganized and nationally centralized $1.6 billion Beverage business. Managed ongoing sales
and merchandising operations. Responsible for implementing strategy at 22 U.S. distribution
facilities servicing over 5,000 multi-channel retail stores. Full P&L accountability, led team of 9.
 Increased gross profit in 2001-03 by 14.6%, and profit growth rate by 9.1%, through the
leveraging of vendor competition, negotiation of improved logistics and terms

3. Chrishansen
National Category Manager 2000 Fleming Foods
Household/Laundry Portfolio
Actively planned and managed all phases of a product's life-cycle with an emphasis on private
label branding and aggressive market positioning. Interpreted customer needs and market
trends for successful new product introductions. Product cost of goods negotiations including ad
co-op monies, decisions regarding divisional product assortment, and plan-o-grams.
 Increased respective category vendor trade funding by $1.4M
Director Trade Development-Category Management 1999 North State Grocery
Grocery-Dairy-Frozen-DSD Merchandising
Support and implement a multi-vendor sourcing strategy identifying, developing, and managing
vendor relationships, marketing programs and related income streams for all grocery categories
including DSD for a 27 store regional retail chain.
 Designed, rolled-out Value-Added TPR Merchandising Program that lead to overall
department margin growth of 1.8%
 Developed and delivered category sales initiatives to position and realize enhanced
category profit and retail sales growth, designed and implemented promotional
process solutions with vendor-broker community
EDUCATION EXPERIENCE
 California State University – Fresno, Business Administration
 North Central Texas College, Continuing Education, Corporate Business/Law/Communications
 Dale Carnegie Training, Process Improvement
 Dale Carnegie Training, Change Management
 Bottom-Line Buying-Negotiating Skills, Certified Trainer
CONTACT
940.231.5395
ccahansen@msn.com
linkedin.com/in/chrisahansen