Salvador Diaz
(626) 201-6036 | sdiazhk@gmail.com | www.linkedin.com/in/sal-diaz
Retail Business Manager
Dynamic and results-driven sales leader with extensive experience managing regional territories, broker networks, and cross-functional teams within the food and beverage industry. Proven ability to drive revenue growth, execute strategic sales initiatives, and build long-standing customer relationships across diverse markets. Adept at leading high-performing teams, optimizing retail execution, and leveraging market insights to identify growth opportunities. Bilingual in English and Spanish, with a consistent record of surpassing sales goals and improving operational efficiency.
Areas of Expertise
Regional Sales Strategy | Team Leadership & Development | Broker & Distributor Management |
Key Account Management | Business Planning & Forecasting | Retail Execution & Merchandising |
Budget Oversight & ROI Optimization | New Product Launches | Customer Relationship Management (CRM) |
Promotional & Trade Marketing | Data-Driven Sales Analysis | Bilingual (English/ Spanish) |
Nielsen Analytics | Microsoft Office Suite (Word, Excel, PowerPoint)
Professional Experience
Post Consumer Brands, Lakeville, MN2016 – 2025
Retail Business Manager
Drove sales, surpassing targets within CA, AZ, NV and HI markets, leading sales team, developing and executing sales strategies, managing customer relationships, receiving John S Campbell award for 3 consecutive years in recognition of driving double-digit growth for sales and retail performance in each region.
Developed and executed regional sales plans aligned with company goals, driving revenue growth through clearly defined targets and strategic initiatives.
Hired, trained, and mentored high-performing sales teams, fostering a collaborative and results-driven culture that consistently met or exceeded performance expectations.
Strengthened customer relationships through proactive engagement and responsive service, contributing to increased loyalty and repeat business.
Provided ongoing coaching and leadership to 10 sales representatives, supporting skill development and accountability in a high-performance environment.
Oversaw the regional retail sales budget of $1.2 M, ensuring optimal allocation and compliance of resources to maximize profitability.
Delivered regular performance reports and market insights to senior leadership, offering data-driven recommendations to guide strategic decision-making.
MOM Brands, Lakeville, MN2011 – 2016
Retail Operations Manager
Led regional retail operations by managing broker and contractor teams to drive execution, boost in-store performance, and support sales goals. Executed projects across assigned territories while applying strong planning, analysis, and leadership skills to improve efficiency and retail impact.
Collaborated closely with the Sales Team Leader to implement sales and merchandising strategies, driving category growth and optimizing planning processes.
Evaluated broker performance, facilitated sales calls, and provided tools, training, and audits to ensure alignment with MOM Brands’ Gold Standards.
Managed key independent accounts, delivering compelling sales presentations, developing targeted promotional programs, and ensuring follow-through to achieve desired results.
Provided valuable market insights to the Merchandising Manager and Sales Team Leader, contributing to the development of innovative merchandising initiatives using technology to enhance efficiency and effectiveness.
Partnered with the Regional Sales Manager and marketing team to prepare accurate sales forecasts, launch new products, and develop impactful merchandising concepts.
Managed broker and promotional budgets of $750k for assigned accounts and markets, ensuring optimal resource allocation and compliance to maximize ROI.
Set clear objectives for brokers, focusing on merchandising activities, display execution, and shelf management to drive retail success.
Developed and implemented tailored marketing programs for brokers and accounts, boosting market visibility and sales performance.
Señor Snacks, La Mirada, CA2009 – 2011
Manager of Administration
Managed daily administrative operations across departments, ensuring smooth workflows, accurate recordkeeping, and compliance with company policies. Streamlined processes, supported leadership with reporting and planning, and helped maintain an organized, efficient office environment.
Reduced operating costs by maintaining expenses below budget through strategic planning, waste reduction, and implementation of cost-effective procedures.
Recruited, hired, and supervised a team of up to 25 employees, ensuring proper scheduling, performance management, and a motivated work environment.
Trained staff to elevate customer service standards and drive revenue growth through effective suggestive selling techniques.
Additional Relevant Experience
Kemps, LLC, St Paul, MN
Area Sales Manager
Served as Area Sales Manager overseeing the full sales cycle from prospecting to close, consistently meeting annual business plans for sales, distribution, and new business growth. Trained and managed distributors and broker networks, using data-driven insights to drive performance and increase sales productivity.
Frito-Lay Inc., Plano, TX
Senior Key Account Manager
Served as Senior Key Account Manager overseeing a $10 million multi-county territory, leading sales and marketing strategy, execution, and team performance. Partnered with district leadership to plan initiatives, drive compliance, and implement programs that delivered consistent sales growth and market expansion.
Territory Manager
Led a team of 10 Route Sales Managers to drive sales across retail and foodservice channels through DSD distribution and broker partnerships. Managed and expanded competitive sales territory by building strong client relationships, developing custom solutions, and implementing targeted sales and marketing strategies to increase volume and uncover new business opportunities.
Bacardi USA, Seal Beach, CA
Key Account Manager
Managed/developed local distributors to increase sales and comply with company objectives. Assisted with the planning, distribution, and execution of new Hispanic product lines. Worked closely with distributor management to develop and implement marketing, advertising, and sales strategies for new and existing business customers. Conducted weekly sales meetings to educate sales force on new products, compliance expectations, and incentive programs.
Anheuser-Busch, Sylmar, CA
Sales Representative
Managed and developed on/off-premises accounts within local marketplace. Continuously closed product distribution voids gained incremental merchandising and shelf space to consistently meet sales objectives. Named “Representative of the Month” eight times over a 2-year period as leading sales rep in the company.
Education
Bachelor of Science in Business Administration, (BSBA), Marketing Management and a Minor in Economics
California State University, Los Angeles, CA
Certifications
DEVELOPING OTHERS THROUGH COACHING
University of Minnesota
BUILDING EFFECTIVE TEAMS
University of Minnesota
PRINCIPLES OF SUPERVISION
University of Minnesota
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