RALPH W.

GHISELLI
2149 Old Glenview Road
Wilmette, IL 60091
Phone: (847) 251-7991
rg971f00@westpost.net

SALES & MARKETING PROFESSIONAL

Accomplished sales executive with demonstrated expertise and consistent results
within the Consumer Product and Food Service industries. Recognized ability to
establish a common customer vision while developing and executing cross-function
al strategies and market-driven programs. Disciplined in the strategic principa
ls of value-based management. A proactive sales leader, successful in deliverin
g strong and sustainable financial growth in both emerging and mature business e
nvironments. Recognized excellence in:
- Customer Acquisition and Retention - Brand & Relationship Building
- Strategic Planning, Analytical Problem-Solving - Creative & Leading Chang
e
- National Account Management including Budgets/Forecasts - Value Creation
EXPERIENCE
Big Red Inc - Waco, Texas 2008 - 2010
Privately held soft drink company marketing Big Red and All Sport Brands - Est.
sales $35 Million in revenue.
Business /Development Manager On-Premise (Fountain, Bottle/Can Vending) - USA (
2008 - Present)
Managed sales in the Mid-South, Mid-Central, Plains, and West Regions by develop
ing business relationships in low share Big Red and All Sport markets delivering
'On target' sales performance in 2009. Maintained and grew Big Red fountain al
ong with Big Red and All Sport vending distribution versus competition in a diff
icult economic environment. New accounts established included: ABarr, Thornton
Oil, Circle-K, C&R Chevron, Minut Mart.
Volume Performance - Total 2-year performance up +4.9% in a flat market.
-Helped to introduce All Sport back into the market in 2008 in both fountain and
vending.
-Managed operational and account budgets on target.
Cadbury Schweppes PLC - London, England 1988 - 2007
Largest Candy Company, second largest Gum and third largest Soft Drink Company -
$16 Billion in revenue.
National Account Executive (Bottle/Can) - Chicago 2004 - 2007
Managed Midwest Regional Grocery chains by developing a business relationship th
at delivered top quartile sales and financial performance. Maintained a 13.6 m
illion case base volume ($81 million in revenue) by growing share versus competi
tion in a declining Grocery segment. Accounts included: Cub Foods, Giant Eagle
, Roundys, and Schnucks.
- Grew revenues by +12.4% from 2004 to 2006, while growing total Nielsen share +
1 point/year equating to $13.5M .
- Reduced expenditures across all accounts resulting in $202,000 savings per yea
r.
- Closed brand & package voids utilizing category management resources and days
of supply methodology.
- Engineered strategic coverage plans at Giant Eagle and Roundys doubling the ad
s at Giant Eagle and increasing Roundy's promotional frequency resulting in four
straight years of volume growth.
- Led launch of Cherry Vanilla Dr Pepper, Snapple Super Premium Teas, and re-lau
nched 100% Natural 7UP accounting for 85% of area's growth.
National Account Executive (Fountain Food Service) - Chicago, IL (1995 - 200
4)
Primary responsibility to manage five large Food Service chains in the Midwest:
Burger King (Central & North East regions), Target Stores, K-Mart, A&W Restaura
nts & Old Country Buffets. Annualized revenue was $42M.
- Led an expanded availability initiative to close all Target & Burger King Dr P
epper voids.
o Sold 875 new Target outlets & 160 new Burger King locations - $14.4M in revenu
e.
- First ever IBC Root Beer and Bryers Ice Cream promotion at Target - $450,000 i
n revenue.
- Delivered large 'Thirst Buster' cups to A&W's assortment for a 2% increase in
sales.

RALPH W. GHISELLI Page Two

Regional Sales Manager (Bottle/Can) - Chicago, IL (1988 - 1995)
Increased revenue/market share of Dr Pepper brands through 19 franchise bottlers
/distributors in three states generating $64M in sales. Developed strategic mark
eting plans to increase soft drink volume, share, and profitability. 1995 case s
ales of 8.5M grew +12.6% annually; Nielsen market share during my tenure was up
in Chicago +133%, Milwaukee up +110%, total census up +155%.
ORA-B LABS, DIVISION OF GILLETTE CORP. - Redwood City, Ca 1987 - 1988
Second Largest toothbrush company in the world - $80M in revenue.
Managed $18M in sales through headquarter relationships with major Mass Merchand
isers, Drug and Food accounts:
Wal-Mart, K-Mart, Target, Venture, Osco, Walgreens, and Kroger. Increased sales
, secured distribution of current and new products, created and executed promoti
ons to achieve merchandising goals, recognized for excellent customer relationsh
ips.
COCA-COLA USE - Atlanta, GA 1982 - 1987
Bottle Can and Fountain Food Service Division - $20 billion in revenues.
National Account Executive, Food Service - Atlanta, GA
Expanded sales of Coca-Cola Bottle/Can products with Kens Pizza, Ruby Tuesdays &
Morrison's Cafeterias whose combined purchases represented, and $75 M in revenu
es. Increased accounts by +13% while reducing spending by -3%; increased custome
rs' beverage sales by +7% through integrated marketing promotions that drove inc
remental volume.
National Account Manager, Mass Merchandise - Dallas, TX (1984 - 1985)
Directed the growth and availability of Coca-Cola Bottle/Can products within Wal
-Mart, Target, TG&Y, Gibson's and Perry Brothers department stores utilizing a c
ross-functional team approach. Account revenue contribution of $100M per year.
- Develop systems and programs with bottlers and distributors to grew Coca-Cola
s' market share. Increased share each year/
- Created first ever promotions at Wal-Mart and Ad calendars with TG&Y and Targe
t.
National Account Manager, Travel - Atlanta, GA (1983 - 1984)
Increased the sale and availability of Coca-Cola Bottle/Can products within the
airline and third party vending accounts. Airline accounts included Delta, Pied
mont & TWA. Vending accounts included Canteen and ARA. Top line revenue contri
bution $22M.
- Increased sales by gaining new distribution of Coke brands at Delta & TWA acco
unting for $3M. Produced an additional $500,000 of revenues by securing a third
party can promotion.
Special Projects Manager, National Sales - Atlanta, GA (1982 - 1983)
Worked for Director of National Accounts to develop plans and strategies that ad
dressed specific trade channel opportunities.
- Expanded product availability in 300 locations through a comprehensive marketi
ng program designed to increase sales, improve client retention and alter consum
er perceptions of soft drink promotions.
o Tested and implemented 1st fountain refill program at Morrison's and 'Free' 2-
liter program at Dominos Pizza. Gained 100% distribution of Coca-Cola brands at
both accounts generating and incremental $3.0M in revenue.
- Successfully introduced and rolled out Diet Coke for the Rochester New York &
San Francisco California markets.
PEPSICO, INC. - Somers, NY 1980 - 1982
Foodservice Division District Sales Manager - Kansas City, MO

JOHNSON & JOHNSON - New Brunswick, NJ 1976 - 1979

Baby Products Division Sales Rep / Key Account Manager - Chicago, IL
EDUCATION
Bachelor of Arts, Business Administration Major: Marketing/Management
Philosophy / History Minor
St. Mary's University, Winona, MN