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R ICK H OFFER

(941) 929-9155 Sarasota, FL 34241 rickhoffer@verizon.net

SUMMARY
Assertive sales and sales management professional adept in consumer packaged goods and medical devices. Expertise in DSD, c-store, grocery and acute care sales including new item introductions and implementation of growth strategies. Experience includes broker/distributor management, key account management and team member development for both small startup companies as well as large corporations such as PepsiCo Beverages and Foods and E & J Gallo Winery.

PROFESSIONAL EXPERIENCE
Biolife, LLC (Medical Device & First-Aid-entrepreneurial)
Director of Sales Acute Care (05/07 01/12) Led team of regional business managers, clinical development managers, 1099 independents and specialty distributors to introduce BioSeal CVC and BioSeal Advanced Powders into hospitals nationwide with primary focus on critical care, vascular access, infection prevention, interventional radiology and cardiac cath labs Accelerated revenues from $150k to $1.3MM by cultivating 260 new hospitals and further developing existing ones over the last 4 years while competing against powerful companies such as J & J Ethicon and 3M Team leader responsible for selling Florida Hospital Orlando, the largest vascular access team in the nation, on the use of BioSeal CVC for PICC line insertions which resulted in $225k in annual revenues since 2008 Successfully developed and executed sales training modules, both classroom and field, for 65 sales representatives within our nationwide distributor partner network National Sales Manager Retail (03/04 05/07) Primary sales team member that executed headquarter calls on Wal-Mart, Publix, Albertsons, H.E. Butt, Giant Eagle and CVS Pharmacy during the introduction of QR Powder, a first-aid item, into the marketplace Maintained full responsibility for creating and implementing new product distribution strategy which resulted in $1MM in first year revenues and $1.25MM in second year revenues Achieved 95% of stretch goal distribution targets while delivering all volume and profit objectives resulting in 15,000 incremental retail locations across the country Effectively built then leveraged rapport with buyers and regional merchandisers to ensure plan-o-gram compliance resulting in a less than 1% in-store loss

March 2004 January 2012

Eaux Vives Harricana (Bottled Water-entrepreneurial)


Sales/Project Manager East Coast Expansion (07/03 03/04)

July 2003 February 2004

Divisional sales/project manager responsible for the introductory launch of Esker Water throughout the eastern United States for start-up organization Achieved 150% of corporate new store objectives by executing business plan which included product mix, pricing strategy, promotional activity and distribution logistics for Wakefern and Pathmark grocery stores Named company MVP for successfully negotiating 4th quarter contract with Tropicana DSD, a division of PepsiCo, to distribute Esker Water in 9 eastern states resulting in $900k in incremental revenue and company hitting 2003 revenue target

RICK HOFFER

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PepsiCo Beverages & Foods


Tropicana Chilled Business Manager Florida Grocery (09/01 07/03)

December 1996 July 2003

Total accountability for $10MM in annual Tropicana chilled juice sales within the Albertsons Florida Division (120 stores) Achieved an 18% revenue increase for Tropicana and 12% point share gain for Albertsons after earning title of chilled category management captain which allowed our team the opportunity to develop the pricing strategy for all chilled brands Reduced Albertsons in-store loss by over 36% and Tropicanas by nearly 55% Regional Sales Manager Southeast C-Store (10/00 09/01) Directly responsible for $22MM in annual Tropicana juice sales, with $1MM trade spend budget, throughout the Georgia and Florida convenience store markets Led the southeast team with 4.5% growth over prior year in a declining segment Successfully managed and motivated 2 broker houses that were accountable for 22 wholesalers, 170 regional accounts and over 1200 independent accounts; personally called on key accounts, McLane and H.T. Hackney Retail Area Broker Manager East Coast C-Store (12/99 10/00) Tactically created and implemented Tropicanas retail execution programs broker partner in 20 markets Achieved 125% of annual retail objectives for territory within the first 10 months of 2000 Retail project manager responsible for developing new point of sale material concepts; collaborated directly with SVP of Marketing to bring to fruition DSD Route Development Manager C-Store/Grocery/Food Service (12/96 12/99) 1998 Ring of Honor recipient which recognizes the top 100 sales people amongst PepsiCos 300,000 world wide employees Implemented Tropicanas DSD expansion into New England by effectively managing a distribution center with 5 employees, 6 independent route distributors and the c-store, grocery and food service broker partners Designed a new go to market strategy for the independent grocery channel that resulted an average of 22 additional SKUs of Tropicana single serve and multi-serve products per store and 48% revenue growth

Ernest & Julio Gallo Winery


Senior Sales Representative

August 1993 December 1996

Honored as top performing sales representative, out of a team of 58, in 1995 for growing an existing sales territory by 11% while company sales were down 3% Generated nearly $2MM in sales revenues during three years as a sales representative

EDUC ATI ON
Rhode Island College (self-financed 50%)
Providence, Rhode Island Bachelor of Arts, Sociology

May 1993