Peter Mascarenas

Experience

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  Kraft Heinz

  Sept 1992 - Aug 2007

  Regional Category Manager

  Responsible for managing broker network in Southern California, Nevada, Arizona and New Mexico with annual sales of $18 million. Trained and supported Regional Sales Representatives in promoting the category. Personally called on major end user accounts, gained product approvals, and maintained relationships with distributors. Developed and implemented plans and strategies to meet goals with broker network in all markets.Proven success of new product launches and placement in every market during this time.Regional Chain Manager, Dry & Frozen Categories (May- August 2006):Responsible for 65 regional chains and key accounts in the Los Angeles/Southern California region with approximate sales volume of $40 million. Continued to hold previous account supervisor responsibility.• Selected by management to assume this position on an interim basis and subsequently promoted into role which was a specially targeted business growth segment for Heinz.• Instrumental in converting several major accounts including Costco , Disney Resorts, Universal Studios, Hof’s Hut Lucille’s, Polly’s Pies, BJ Chicago Pizza, In n Out, Farmer Boys Daphne’s, Jerry’s Deli, Bristol Farms. Navy, Army, Air Force and Marines. Account Supervisor (June 2005-May 2006)Managed a $9 million Southern California territory with responsibility for various key chain accounts. Represented the complete Heinz product line. Made extensive use of PowerPoint presentations both in English and in Spanish.• Built distributor sales in this and earlier positions at key accounts (USFS-LA, Sysco-LA, Viele, and El Greco) by multiples (from 2X to 6X).• Received two Keystone Club awards for being among the top 20 sales representatives. Show less

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  General Mills

  Sept 2007 - Aug 2015

  Account Manager

  Responsible for managing Southern California region as the most senior level sales representative including sales forecasting, strategic planning, and new product development and launches. Personally called on major end user accounts and region chains while managing Hawaii broker, military sales broker, and natural/organic segment broker. Responsible for top to top negotiations for marketing plans and $14 million in sales at; US Foods, Shamrock, Jordano’s and Roma/PFG. • Increased sales 70% during FY08-FY14 while exceeding sales plan every fiscal year.• Proven Success record in delivering 100% of sales target of new product launches and product ideation for the company goals. New product launches were conducted every 6 months by the company. Product ideation was conducted all year long with surveys and test markets. • Instrumental in converting several major regional chain accounts including new product placement for Premier and Novation healthcare contracts = 15K/cs/yr. Increased military account sales year over by 24K/cs/year. New sales with Disney Resorts, Universal and Knott’s = 12K/cs/year. Continued sales increase with Marriott Hotels = 6K/cs/year. New College contracts signed with USC, CSULB SDSU & USD = 12K/cs/year. Major bid wins with K-12 including SDUSD and Riverside/SB Schools = 30K/cs/year. Sales Success with PGA West Region = 10K/cs/year of all new incremental sales.• Success was directly related to ability to provide effective team leadership and passion combined with personal account development skills and collaborative communication skills with the corporate office and direct and broker sales teams. Show less

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  Sabert Corporation

  Jan 2016 - Dec 2017

  Regional Sales Manager FS West
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  DYMA Brands

  Dec 2017 - Dec 2021

  US Western Zone Sales Director
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  Tractor Beverage Co.

  Jan 2022 - now

  Sr Reg Mgr West