1. Randy Kelderman
4202 Candleridge Place C: 404-353-6356
Rogers, AR 72758 randy.kelderman@gmail.com
http://www.linkedin.com/in/randykelderman
NATIONAL ACCOUNT SALES MANAGEMENT
Consumer Products • Business Strategy & Development
Proven record of success developing and executing business with multimillion dollar retail accounts like
Costco, Wal-Mart, Best Buy and Radio Shack. Energetic, results-driven sales leader gifted in customer
relations, analytical fact based sales, territory development, team building and account management.
Highly effective consultative communicator with excellent presentation and interpersonal skills.
 Retail Link Expert  Broker Management  New Item Introduction
 Brand Building  Product Relaunch  Production Forecasting
 Category Management  Promotion Management  MS Office Proficient
PROFESSIONAL EXPERIENCE
High Impact Analytics, Rogers, AR 2012–Present
Represent CPG to National Retailers
Wal-Mart / Sam's Club – VP Sales
High Impact Analytics partners with manufacturers of consumer goods to help them grow their
business by improving their supply chain and enabling them to establish a longer term and more
profitable relationship with their retailer customers. In my short time here I have brought in 5
new clients that should represent over $10M in sales.
LG Electronics, Atlanta, GA 2010–2012
Electronics / Cell Phones
AT&T, Best Buy/ Costco/ Wal-Mart / Sam's Club / Radio Shack – National Account Manager
Responsible for the sale of wireless handsets to Best Buy, Wal-Mart, Sam's Club, Radio Shack. Work
closely across internal and external AT&T teams, MVNO, marketing departments and marketing agencies
to synchronize promotional activity, custom packaging and display materials.
 Developed Walmart Retail Link reporting.
 Sold largest Walmart promotion in LG history with account.
 Walmart Sku count up 40% in 2011.
Nokia, Bentonville, AR 2006–2010
Electronics / Cell Phones
Wal-Mart / Sam's Club / Radio Shack – National Account Manager
Sales and business development of wireless handsets and accessories to Wal-Mart, Sam's Club,
Walmart.com and Radio Shack. Work closely across internal and external carrier teams, marketing
departments and marketing agencies to synchronize promotional activity, custom packaging and display
materials. Developed Retail Link reporting for carrier teams improving forecast accuracy and instock
levels. Provide strategic insight to electronics department management.
 Sales to Wal-Mart increased by over 22% reaching $100MM.
 Successfully established first time sales distribution to retailer website for 16 items including unlocked
cell phones and Bluetooth headsets producing $350,000 in sales the first year.
 Led category as one of the first electronics vendors to produce device and industry training for Wal-
Mart electronics department associates through Wal-Mart Cyber Scholar and national department
video conferences achieved 99% participation with nearly 25,000 associates.
 Overcame threats to delist slow moving device using retail service organization and promotion to over
achieve 2008 sales objective by 85% or $3.7MM.

2. Randy Kelderman PAGE TWO
Capurro Marketing, Bentonville, AR 2005–2006
California Fresh Produce Grower/Marketer
Wal-Mart Team Leader
Managed all facets of $15MM relationship with Wal-Mart’s senior management, buyers, replenishment
managers, and regional buyers. Sales growth in 2005 was 25.7% with comp store growth at 11.4%.
Managed portfolio mix, market positioning, and promotional funding to support achievement of profit goal.
 Sales forecast accuracy improved from within 10% of sales to within 3% of sales. Recruited,
trained and managed retail broker to execute successful launch of packaging concept in 50 store
test achieving 98.5% distribution in 3 weeks.
 Developed company best practices operations manual for the Wal-Mart Team streamlining
reporting and analysis.
 Enhanced team proficiency on Retail Link with comprehensive training dramatically improving fact
based selling and report quality.
 Created logistics solution that shortened freight travel time and reduced claims management
time, saving company and Wal-Mart $38,000 in 2005.
Advantage Channel Markets, Bentonville, AR 2001–2005
National marketing agency representing consumer packaged goods companies to Wal-Mart
Business Development Manager – Wal-Mart Team
Developed promotional plans, new product introductions, price adjustments and sku rationalization plans
for client brand objectives and strategies at Wal-Mart. Aligned and coordinated retail sales coverage to
implement these plans to maximize distribution, improve positioning, and drive brand growth. Organized
category development initiatives to insure that all available consumer data, market data and Retail Link
information was analyzed and effectively translated into insights, implications and recommendations to
drive clients’ profitability and growth goals with Wal-Mart.
 Combined Retail Link, IRI and Spectra data to regain 1150 points of distribution in Wal-Mart
Supercenter for new client resulting in annualized retail sales of $2,500,000.
 Developed process for rapid integration of new clients clearly prioritizing objectives and setting focus
improving client retention by 10% over prior year.
Business Development Manager – K-Mart / Fleming Team, 2001–2001
 Promoted to Wal-Mart team in 6 months.
Valassis Dallas, TX 2000–2001
A leading promotional services that builds brand awareness through targeted media placement using
direct mail and newspapers
Business Development Manager
Developed and sold promotional marketing programs to ad agencies, national restaurant chains, and
retailers. Process included demographic research, media planning, and budget management.
 Created a unique marketing and promotion vehicle for a national pizza chain and caught the interest
of the President resulting in $500,000 of new business.
 Streamlined order process for national chain with 800 franchisees resulting in flawless
implementation of national campaign improving franchisee satisfaction.
M&M/Mars, Des Moines, IA 1988–2000
Manufacturer of confectionery brands like SNICKERS Bar and M&M's
Account Manager
As a member of the National Account Convenience Store team I responsible for Casey's General Stores,
Quik Trip, Phillips 66 and 6 other accounts and retail groups.
EDUCATION
BA, Business Administration - Dordt College, Sioux Center, IA