Richard Mansfield

Current

Vice President, Sales at Dawn Food Products
V.P. Sales at DAWN FOODS

Past

Director - Central US Sales at Sara Lee Food & Beverage
DIRECTOR at SARA LEE CORP
Zone Sales Manager at Frito Lay

ZONE SALES MANAGER at FRITO LAY CORP
Solutions Sales Manager at Xerox Corp
MARKETING MANAGER at XEROX CORP
MANAGER, MAJOR ACCOUNT SALES at XEROX CORPORATION
Chief strategist at XEROX CORP
NATIONAL SALES OPERATIONS MANAGER at XEROX CORP
SALES MANAGER at XEROX CORP

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Education

University of Missouri-Saint Louis

Recommended

9 people have recommended Richard

Connections

136 connections

Industry

Consumer Goods

Websites

Supermarket News

Richard Mansfield’s Summary

Richard started his career as a sales representative with Xerox Corporation were he experienced consistent career progression and increased responsibilities - earning 6 "Presidents Clubs" and a "Xerox Achievement Award" along the way. In his last assignment at Xerox, Richard led the Major Accounts organization selling advance business services, outsourcing, printing equipment, and technical solutions.

After 15 years with Xerox, Richard transitioned into the Consumer Products Goods industry. He accepted a Zone Sales Leader assignment with Frito Lay (a division of PepsiCo.), learning this industry from one of the worlds premier CPG companies.

After Frito Lay, Richard then spent 4 years with Sara Lee Corportion as the Director of Sales - 2 years as the Director of Sales for Kroger, and 2 years as the Director of Sales for the Central U.S. Richard's broad scope of responsibility included strategic market planning, marketing, pricing, trade fund management, and P&L accountability.

In Richards current assignement as VP of Sales, Richard is responsible for the commercial development, sales and customer satisfaction of the $400 million, 80 people in-store bakery business unit across the USA.

Proven Results:
- 15 + year accomplished career of consistently overachieving revenue & profit goals.

- Entrepreneurial professional with demonstrated ability to achieve success in both CPG and Technology industries.

- Successfully managed large and small operations from inception to on-going profitability.

Richard has served in a number of professional organizations including Alpha Phi Alpha Fraternity Inc, National black MBA Association, Board of Trustees for Blackburn College, and Girl Scouts of Greater St. Louis.

Richard Mansfield’s Specialties:

Business development, executive management, management development, sales forecasting, sales management, staffing, strategy, strategic planning, training

Richard Mansfield’s Experience

Vice President, Sales

Dawn Food Products

(Privately Held; 1001-5000 employees; Food Production industry)

May 2008 — Present (1 year 8 months)

Responsible for commercial development, sales, and P&L of the $300MM, 40 people In-Store Bakery Business Unit across the USA. Major product categories include: frozen ready to finish and ready to serve products.
V.P. Sales

DAWN FOODS

(Consumer Goods industry)

May 2008 — Present (1 year 8 months)

Reporting to the President, responsibilities include the development and management of all North American sales activities of Dawns $300M In-Store Bakery Sales Division. Key responsibilities and accomplishments included:
-Channel Sales Strategy
-Authorized Retailer Programs & Development
-Management of 4 Directors and 40 account Managers
-National Accounts Management - Safeway, SuperValu, Ahold,, Food Lion, Publix, HEB, others.
-Pricing Strategy and Structure
-Trade Promotion Management
-Broker management

Development and implementation of:
- Customer focused team structure
- Business intelligence reporting structure
- Acquisition of Syndicated data and implementation of category management organization
- Fact based selling discipline
Increased margin performance 9.2pts YOY and Margin dollars $132%.
Director - Central US Sales

Sara Lee Food & Beverage

(Consumer Goods industry)

2004 — May 2008 (4 years )
DIRECTOR

SARA LEE CORP

(Consumer Goods industry)

August 2004 — May 2008 (3 years 10 months)

Manage $256M sales organization. Broad scope of responsibility includes P&L accountability, strategic market planning, sales forecasting, marketing, pricing and $15M trade fund management. Hired, trained, and supervised 15 key account managers, sales analyst and category manager. Extensive Account portfolio includes Kroger, SuperValu, Nash Finch, HyVee, Schnucks, Dierbergs, AWG, Roundy's, Meijer, and others

Achieved 3 year above plan performance by identifying and capturing consumer, customer, competitive and retail merchandising, opportunities. Implemented a disciplined and efficient trade spend management / promotional evaluation process.
Drove share gain to category leading 13.4% share.
Launched new product that elevated customer category growth to highest rate of year by utilization of market insights, positioned customer to capture major shift in consumer consumption trends.
Sold $7M product distribution expansion into new geographic area. Captured competitive shelf space.
Zone Sales Manager

Frito Lay

(Public Company; 10,001 or more employees; PEP; Consumer Goods industry)

August 2001 — August 2004 (3 years 1 month)
ZONE SALES MANAGER

FRITO LAY CORP

(Consumer Goods industry)

August 2001 — August 2004 (3 years 1 month)

Manage $85M DSD sales organization, 10 sales managers, and 120 team members to achieve revenue and profit growth objectives. Broad portfolio of national and regional customers including Wal-Mart. Developed staffing, sourcing and retention plan.

Drove in-market share gain of 1% to 69.4 by identifying and capturing opportunities to expand market penetration and build strong operational efficiency. Leverage cross-functional team building skills to lead operations teams at multiple locations to provide excellent service to the zone sales team.

Pioneered and developed retail execution playbook that increases sales by ensuring clear and consistent merchandising plans, closing distribution voids and reducing unsaleables. Initiative recognized by senior management as key sales management innovation and cascaded nationally throughout Frito Lay.
Solutions Sales Manager

Xerox Corp

(Business Supplies and Equipment industry)

September 1987 — August 2001 (14 years )
MARKETING MANAGER

XEROX CORP

(Consumer Goods industry)

January 2000 — July 2001 (1 year 7 months)

Built and directed $50M advance business services, outsourcing, equipment, technical solutions and support organization consisting of 11 Key Account Sales Managers and 160 associates.

Achieved 17% revenue growth and 12% annuity growth by identifying and capturing emerging technology, software, and document outsourcing services opportunities. Built key client relationships, designed and implemented solution based sales strategies with focus on positioning value added software and support services. Accelerated revenue performance by generating new account growth and strengthening existing account annuity revenue.

99% personnel satisfaction rating achieved through solid H.R. process discipline. Key planks include leadership, managing for results, fact based and principle based management, people development, empowering work environment, communication, and leveraging diversity.
MANAGER, MAJOR ACCOUNT SALES

XEROX CORPORATION

(Consumer Goods industry)

August 1987 — July 2001 (14 years )
Chief strategist

XEROX CORP

(Consumer Goods industry)

March 1995 — January 2000 (4 years 11 months)

for complete product portfolio of $201M, four-state Customer Business Unit. Responsibilities included strategic planning, competitive assessment, market positioning, business development, and new product introductions.

4 years consecutive double-digit revenue growth ranging from 12% to 22%
1997, 98 President's Club. Highest sales award for significant overachievement of sales targets.
NATIONAL SALES OPERATIONS MANAGER

XEROX CORP

(Consumer Goods industry)

January 1994 — March 1995 (1 year 3 months)

Developed, communicated and implemented national field marketing, pricing, coverage and compensation programs. Integrated technology and productivity initiatives into sales and business processes.
SALES MANAGER

XEROX CORP

(Consumer Goods industry)

August 1987 — December 1993 (6 years 5 months)

Led a three-state team of nine Account Managers to exceed a $34 million revenue target. Provided direction, coaching and counseling to sales personnel. Established action plans, inspected effectiveness, analyzed data and performance trends. Monitored employee development through implementation of HRM plans.