Raymond Hedenskog - Cumberland, Rhode Island

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Cumberland, Rhode Island

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Raymond C. Hedenskog
14 Britts Ridge - Cumberland, Rhode Island 02864
Home: (401) 334-4779


Sales Management Executive with over 15 years experience in sales and
marketing management in multi-million dollar corporations in domestic and
international environment. Team building leader with strong analytical
abilities. Hands on management style that fosters enduring relationships
both within and outside the organization. Specific expertise in:

.Sales and Marketing Management .Key Account Management .Category
Management .Personnel Development .Product Customization Development .Trade
Relations . P & L Management .Contract Negotiations .Broker Network /DSD
/Wholesale Management .Solution Selling .Syndicated Data Interpreting
.Staff Management . Creating Customer Business Sales Plans


B.S., Business Marketing Cum Laude, Johnson & Wales University, Providence,
Rhode Island, 1996
Microsoft Office XP (Word, Excel, Power Point), Outlook, Apollo Space
Management, A.C. Nielsen and Information Resources Inc. (Power User), SAP
BW, Retail-Link, Spectra, SOX (Sarbanes-Oxley) and CRM technologies
(Customer Relationship Management).


Interstate Brands Corporation, Kansas City, MO
2006 to

Sr. Account Manager - Northeast Profit Center

Manufactures of Wonder Bread, Home Bread, Bakers Inn, Hostess and Drakes

Responsibilities and Accomplishments

Directly responsibility for all major grocery ACV, convenience, mass
merchandisers, drug, clubs, food service, contract bid sales and military
sales volume of all company products in a thirteen state area. Managed
sales initiative program development, program implementation, conducted
presentations and business reviews.
. Directly responsible for 15 account managers and facilitated
coordinating activities with Directors, Area Sales Managers,
District Managers and branches with sales activities in the
company. Also collaborated with National Account department for
implementing sales programs.
. Responsible for bread and cake sales volume of over $255,000,000.
. Improved cake sales by 9.9% or $8,509,937 and bread by 4.8% or
. Implemented and created account presentations, as well as managed
to direct 100% authorizations with new product initiatives. Also
improved product distribution to as high as 98.1% and display ACV
to 43%.
. Increased distribution with Wal-Mart & Sam's by 30%, netting
additional revenue of $1,250,000.
. Reduced Account receivables by over 50%
. Was category manager for Business Unit and disseminated Syndicated
Data and interpreted findings to sales staff and accounts directly,
as well as used Apollo to design improved selling shelf
positioning. This function enabled sales staff to acquire
additional opportunities of over 3,000 linear feet of selling

Being the company is in Chapter 11, the company recently reorganized.
Several management positions were impacted, resulting in my position being

2004 to 2005
Director of Retail

A healthcare and wellness products company with Timex Consumer Healthcare,
VitaMinder and Fit & Fresh plastic food storage containers.

Responsibilities and Accomplishments

. Responsible for the development, launch and rollout of consumer
food storage container program for the United States National
Housewares category.
. Increase the companies' $20 million dollar sales & distribution in
the national grocery, national drug, health food trade, mass
merchandiser, closeouts and catalogs with Timex Healthcare and
VitaMinder products via company sales staff, direct selling, food
brokers and wholesalers, as well as designed sales brochures and
. Acquired new product distribution in CVS, Brooks, BJ's,
Albertson's, Kroger and Whole Foods with Timex Healthcare,
resulting in over $300,000. As well as getting "Fit & Fresh" into
Linens 'n Things, Bed Bath & Beyond, Gottschalk's, Target, AAEFS,
Ralph's, Albertson's, Numerous Cataloguers and on HSN.

The untimely death of the company chairman/owner, caused the company to
retrenched and consolidate various roles.

Raymond C. Hedenskog
Page Two

2001 to 2003
National Sales Manager Sport, Incentive, Motivation & Superstores Channel

A multi-travel products company consisting of Samsonite, American
Tourister, Lark, and Legacy product lines.

Responsibilities and Accomplishments

. Assisted country-wide Independent rep organization sales team I
hired to create the Sports Super Store segment by penetrating more
than 50% distribution with newly created backpacks and leisure
luggage products in REI, Academy and Sports Authority.
. Set up web based image catalogue for obsolete and excess inventory
for quick sales and customer viewing systems that increased
inventory sales by 20% via a bid process. Increased business over
$5 million dollars.
. Worked with licensing partners, that assisted in bringing in $5.5
million in sales with Michelin and Universal.
. Increased Premium & Incentive Division sales in 2001 by 28% and an
EBITA of +26% by creating new product offerings and acquiring new
producers for items.
. Introduced Samsonite backpacks BTS programs at Staples and Best
Buy. Resulting in $3.0 million in annual sales.
. Accountable for management of direct and national sales rep
organizations, gross profit margins, pricing, forecasting,
eliminating old inventory and new product development.
. Grew Incentive department by 15%, over 5 years of flat sales with
pursuing new corporate programs, and working with manufacture
groups and customers.
. Instituted custom products at Target, Kmart, TJX, Filenes, Famous-
Barr, Academy Sports, Sports Authority and the Military in 2003,
resulting in $29 million in sales.

Samsonite hired a new senior management team which resulted in the
elimination of my department.

Cadbury Schweppes / Snapple Beverage Group, White Plains, NY
1998 to 2001
Regional Sales Manager, Northeast

A multi-beverage line company consisting of the Snapple, Mistic, Stewart's,
Nehi, Diet Rite and RC Cola brands
Responsibilities and Accomplishments
. Account base consisted of Headquarter calls on franchised
distributors, major grocery, club, convenience, mass merchandisers,
drug, military, food service, grocery wholesalers and major
alternative customers.
. Introduced new product initiatives, maintained and acquired
production for corporate brands in the Northeast, implemented
merchandising standards, display initiatives and executed consumer
. Over $300,000 direct savings in slotting fees achieved by securing
authorization in Shaw's, Wegman's, Stop & Shop, Price Chopper,
Arby's and Store 24 using new product initiatives utilizing tie-in
. Key contributing team member heading-up the "marketing partners
programs" consisting of the World Wrestling Federation, Little
League Baseball and NASCAR Craftsman. Over 1,000 new authorizations
were realized, bring a savings of over $250,000 and $1.0 million in
additional media exposure.
. Managed to increase vending opportunities in the mass, convenience
and alternative channels by 1,021 additional placements.
. Increased chain activity by 50% by developing, executing,
implementing on-pack promotions, motivational programs, off-shelf
and cross merchandising activities for chains.

After Snapple was purchased by Cadbury it was reorganized, resulting in my
division and position being eliminated.

EVIAN WATERS OF FRANCE, Greenwich, Connecticut
1985 to 1998
Regional Manager for the West Coast, South Pacific and New England

A premium imported beverage
Responsibilities and Accomplishments
. Territory included direct Headquarters calls on franchised
distributors, retail, convenience, mass merchandisers, food
service, health food, drug, grocery wholesalers, airline and
. Initiated the convenience store chain of trade for cold bottle non-
carbonated sales in the United States.
. Acquired 100% distribution for Saratoga - and - achieved Number One
in sales in the company for this brand.
. Created and introduced the company into the cold bottle segment via
single serve sales.
. Increased New England distribution from 30% to 100% and $4.0
million in sales by re-establishing distribution.
. Championed the cause to introduce in Hawaii, Philippines, Guam and
New Zealand the retail and food service business, as well as headed-
up the airline and cinema industries product penetration.

In search of more challenging opportunity, I sought a new position.

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Raymond Hedenskog
Name: Raymond Hedenskog
Location: Cumberland,Rhode Island,United States

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