1. Experienced sales manager in the retail industry with strengths in building long term relationships with customers,
growers, brokers and suppliers; capturing sales and profit; and product negotiations. Proven skills in marketing,
developing and implementing programs, conducting comprehensive research and analytics. Successful in developing
strategies that resulted in over-achieving on sales, profit and transaction growth for twelve consecutive years.
Instrumental in developing an organic program with a success rate that tripled organic sales and improved margin by
over 50% in its first year.
A R E A S O F E X P E R T I S E
Business development • Procurement • Supply chain management • Sales and growth strategy • Analytics •
Program development • Product launch • Product knowledge • Category management • Contract Negotiation
Project management • Pricing Strategy • Marketing, merchandising and product placement • Team building and
leadership • Personnel management
AC C O M P L I S H M E N T S
‣ Re-vamped the organic produce program for BI-LO, Winn-Dixie, and Harvey’s. BI-LO saw a 33% increase
in organic sales the first year of implementation; Winn-Dixie and Harvey’s organic sales tripled and their
margin improved by over 50%.
‣ Drove "local" produce direct store delivery program working with local buyers and warehouse based on five
states and 40 regional demographics.
‣ Won the 2014 Florida Fruit and Vegetable Association Merchandising of the Year Award for it’s support of
Florida agriculture.
‣ Business Development Programs: Organic, Local, Snacking, Specialty, Herb and In-Store Cut Vegetable.
P R O F E S S I O N A L E X P E R I E N C E
SOUTHEASTERN GROCERS: BI-LO, HARVEY’S, WINN-DIXIE, REIDS
Category Manager: Produce 2009–2015
‣ Responsible for produce sales, profits, and transaction growth for four banners, 829 stores, across seven
states in the Southeast, for the 5th largest United States retailer.
‣ Designed and executed marketing, procurement and distribution strategies for six warehouses, fourteen
categories (many of these were CPG categories), over 3,000 SKUs, with sales of over $400 million.
‣ Over achieved on sales, profitability and transaction goals for twelve consecutive years.
o In 2013, was responsible for 20% of total store profits for BI-LO and Winn-Dixie.
o In 2012, increased transaction growth by more than 1 million, in the face of declining store transactions;
raised packaged salad sales growth more than 7% and increased margins by 33%.
o 2011 achieved a comp sales increase of 12% and margin increase of over 6%.
‣ Implemented a shrink reduction plan which reduced packaged salad shrink by more than $2 million while
buying 84,000 fewer cases than the previous year and reduced vegetable wall shrink by over $1 million.
‣ Developed, managed and nurtured long term business partnerships with brokers, growers, shippers and
suppliers throughout the United States and Europe, ensuring a continued mutually profitable relationship
while maintaining best in class standards.
‣ Reviewed and analyzed brand insights and retail and industry consumer trends to make recommendations
to Senior Management to enhance our position as a market leader and to educate marketing, sales teams
and customers.
‣ Developed and implemented category business plans that involved in-depth category analysis, reviewing
product assortment, price, placement, promotions, suppliers and product specifications.
D A N I E L L E M . M O S E L E Y
R E T A I L E X E C U T I V E
864.616.1386
daniellemoseley3@gmail.com

2. ‣ Negotiated monthly, quarterly and yearly contracts with suppliers that resulted in savings of over $1.5
million.
‣ Managed relationships between Sales, Marketing, Quality Assurance and Store teams through constant
communication including training sessions, conference calls, and store walks.
‣ Managed and coached a sixteen-member category team, which involved prioritizing assignments,
managing performance, and setting accountability expectations.
‣ Conducted financial analysis, performance management, forecasting, demand and inventory control.
‣ Analyzed competitive market data making fact based decisions on pricing strategies and promotional
offerings.
‣ Participated in cross-functional teams including integration and procurement teams, Women in Leadership,
BI-LO Charity Classic and Habitat for Humanity.
BI-LO
Category Merchandiser: Produce 2003–2009
‣ Oversaw the daily operations of the fruit, vegetable and packaged desk functions, including inventory
management and store support.
‣ Developed presentations to communicate corporate and departmental promotional programs and
initiatives to retail managers at the district and store level.
‣ Created and published a weekly informational guide for store managers and retail staff on merchandising
strategies and product information, including growing conditions, which led to better informed store
employees and customers.
‣ Determined inventory needs for weekly ad and seasonal programs to aid buyers in the procurement of
product inventory.
‣ Managed and balanced inventory at two distribution centers while maintaining proper product dating and
rotation.
‣ Negotiated weekly product costs with suppliers.
Senior Secretary 1999–2003
‣ Supported a staff of ten by managing their schedule, creating and maintaining reports, spreadsheets and
graphs to track company sales, billing and inventory. Prepared presentations and coordinating meeting
and travel arrangements for the Vice Presidents, Regional Sales Managers and Department personnel.
‣ Created, forecasted, and maintained the departmental budget.
‣ Managed and tracked supplier rebates.
‣ Coordinated and published the weekly sales plans.
Meat Category Team Assistant 1997–1999
‣ Tracked and entered purchase orders, cost, and promotional details, while collecting, analyzing, and
summarizing competing vendor information.
‣ Provided support to stores through vendor set team coordination and ad planning.
E D U C A T I O N
‣ Greenville Technical College: Greenville, SC Accounting 1981–1983
P R O F E S S I O N A L A S S O C I A T I O N S
‣ Southeast Produce Council
o Board Member 2015—2016