Anthony S.

Olinger
312.953.3583
Oswego, IL 60543 tonyolinger@sbcglobal.net
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Summary of Qualifications

Top-producing Sales Executive with proven ability to drive business growth through aggressive sales
initiatives that deliver revenue growth, market share, and market penetration in highly competitive corporate
and franchise operations. Successful background of developing strategies to win multiple segmented
accounts, develop new distribution channels, and generate additional customer base. Sales Leader with
outstanding strategic vision, leadership, communication and organizational skills, which have proven to be
critical assets in developing a positive work environment and exceeding company goals. Strong background
in identifying, establishing, and managing strategic relationships to leverage and generate significant
business opportunities.

More than 15 years of progressive leadership and management experience involving:

Leadership Account Management
 Change Agent Catalyst  Key Client Development / Retention
 Turn-Around Leadership  Key Account Presentations
 Channels / Partnership Development  Customer Service
 P & L Management  Performance Management

Sales Management Business Development

 Team Building  Strategic Business Planning
 Recruiting / Staffing  Budgeting / Forecasting
 New Product Training  Negotiating Contract Terms / Pricing
 Training and Leadership Development  Brand / Product Marketing
 Process Performance Improvements  Marketplace Analysis

Professional Experience

Red Bull North America – Chicago, Illinois 2009 – 2010

Global Beverage Company

Power Distributing – General Sales Manager – Red Bull Distributor

• Organizational leadership of the 2nd largest volume Red Bull Distributor - +70 reports.
• Selling, Delivery & Merchandising execution excellence throughout Illinois/Indiana.
• Evaluated, analyzed & restructured company for optimal customer service solution.
• Created & implemented channel-specific strategic marketplace growth programs.
• Specifically responsible for Regional, Local & UDS Channels of business.

Optimized distributor organizational structure through evaluation of personnel, sales & marketing,
routing efficiencies, customer service levels, communication/development and retail execution of
Red Bull promotional programs. Growth-results in market share of measured channels,
ad feature/display tie-in, chain compliance and increase targeted sell-in execution of Independent/UDS
retail programs increasing ACV% distribution, in-store merchandising
across multiple classes of trade.
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Nestle, Inc., Chicago, Illinois 2007 - 2008

Global Consumer Products Company

Zone Manager – Midwest Zone - Nestle Waters North America

Business Responsibility: Developing and maintaining sales into various channels of distribution. Identifying
new opportunities within existing customers as well as new customer and markets. Generating sales reports
including business trends and forecasts. Led 25 Direct employees and Broker Management sales coverage of
Convenience, Food Service, Vending and Education. Specifically worked with Regional Accounts, Brokers
and Speciality Food Distributors across the Midwest Zone such as Kehe Food Distributors, European Foods,
Dearborn Wholesalers, Sysco, US Foods, Vistar and other channel distributors to enhance the UDS business
network.

• Recognized marketplace opportunity to increase market share and drive sales growth.
Assessed potential national account needs, created, and implemented business development strategy
within 90 days. Resulted in securing top national account which led to increased market share
and sales growth.
• Performance issues with distribution network were negatively affecting market execution,
pricing channels/codes/definitions, and promotional inefficiency. Analyzed and evaluated
business performance metrics, identified problem areas, and restructured distribution network model
within 6 months. Executed changes which resulted in generating significant business growth,
increased brand awareness, and improved profitability.
• Inherited under performing sales organization. Assessed and evaluated staff, responsibilities, and
procedures, developed and implemented sales plan to restructure and realign organization within 60
days. Improved accountability, market share, expanded customer base which led to increased sales.
Long-term generated sustainable results and increased personnel succession management –
“bench” strength.

PepsiCo, Chicago, Illinois 1999 – 2006

Global Consumer Products Company

Director of Sales – Grocery

Drove business growth through aggressive sales initiatives that deliver revenue growth, market share, and
market penetration in highly competitive corporate and franchise operations. Developed and implemented
strategies to win large accounts, develop new distribution channels, and generate additional customer base.
Direct Reports: 8 Indirect Reports: 45
• Inherited National Account with “issues” that was negatively affecting sales and customer
satisfaction. Within 90 days met with all account stakeholders to identify issues, created a plan of
attack building customer relationships and “wiring” (corporate/field) first, inventoried the challenges
and constructed a priority based project management of the account. Successfully turned account
around which resulted in increased sales and customer satisfaction and lead to being named
Vendor of the Year.
• Recognized national marketplace opportunity to increase sales, market share, and revenue
growth. Structured/Lead a “Top to Top” with Senior Management to outline “bundled” company
promotional ideas and scorecarding within 6 months. Successfully sold in a “bundled” approach for
all retailer banners to advertise/promote/merchandise. Resulted in increasing sales, market share,
and revenue growth.
• Lack of Strategic Account Leadership was negatively affecting sales growth. Researched and
evaluated each account business metrics and structure, created, and executed “System Alignment”
 strategy within 90 days. Increased focus on performance metrics which improved customer
relationships and resulted in driving revenue growth.

Anthony Olinger Pg. 3

Director of Franchise Development

Drove business growth through aggressive sales initiatives that deliver revenue growth, market share, and
market penetration in highly competitive franchise operations. Developed and implemented strategies to win
large accounts, develop new distribution channels, and generate additional customer base. Direct
Reports: 6 Indirect Reports: 30
• Challenged with getting new product into competitive marketplace. Conducted market research
and competitive analysis, identified target accounts, created strategic marketing and sales plan within
90 days. Led cross functional team to support key customer presentations, which resulted in the
successful introduction of new product across multiple channels of distribution which drove
market share, sales, and revenue.
• Developed Local Account/UDS sales & marketing plans to identify opportunity volume “gaps”
for future growth. Drove local/UDS business double-digit with focus on key markets of Chicago,
Milwaukee, Minneapolis, Indianapolis, St. Louis, Kansas City including partnership with influential
strategic account trend-setters within each geography.

Director of Sales & Marketing – SoBe Beverages

• Tasked with operational integration of new acquisition. Assumed leadership role, analyzed and
evaluated all systems, processes, staff, and customers, developed, and implemented 4 phase
integration strategy. Within a year successfully completed integration of sales / marketing /
operations / merchandising functions without any disruption in customer service.

Director of Sales – On Premise / Food Service

Drove business growth through aggressive sales initiatives that deliver revenue growth, market
share, and market penetration in highly competitive corporate and franchise operations. Developed
and implemented strategies to win large accounts, develop new distribution channels, and generate
additional customer base. Direct Reports: 4 Indirect Reports: 45
• Recognized marketplace opportunity to generate new sales revenue. Determined account
requirements and opportunities, built proposal that included capabilities, creative, operational,
Financial, Promotional activities, presented to account stakeholders and secured buy in within 7
months. Won 5-year exclusive contract with new national account.
• Provided strategic direction and execution of UDS on-premise channel management of local
fountain business with creative selling platforms and promotional activity. New delivery of
profitable volume driving initiatives to convert consumer base via key local business owners.

Pepsi-Cola North America, Cleveland, OH 1997 – 1999

Global Consumer Products Company

Group Manager - Small Format
Responsibility for sales, category and marketing management of small format retailer channel across 13
states of Midwest Region Business Unit. Managed national and regional strategic chain accounts, inclusive
of convenience and gas, drug, dollar and emerging classes of trade.
Direct Reports: 4 Indirect Reports: 20
 • Recognized marketplace opportunity to drive incremental revenue. Assessed channel
requirements, conducted customer surveys, partnered with internal and external cross functional
stakeholders to develop a fully integrated business plan that included new selling platform, account
investment, marketing, and merchandising initiatives within 120 days. Executed plan with a
potential annual upside of $45 million in incremental sales.

Anthony Olinger Pg. 4

Miller Brewing Company, Milwaukee, WI 1995 – 1997

Global Consumer Products Company

Business Development Manager

Coordinated selling, distribution and marketing of company brand portfolio. Strategic leadership of
Wisconsin distribution system of 33 distributors across two major geographic marketing clusters.
Collaborated with distributors and finance to ensure promotional pricing strategy execution alignment across
brands and segments.
• Losing market share to fast growing competitive brand in a different price segment. Created
strategy to reposition premium brand by restaging through sales & marketing elements (packaging,
pricing, promotional activity, merchandising), presented, and secured distributors buy-in within 6
months. Led strategy implementation which resulted in re-energizing brand, insulated market
share, and drove sales & revenue.

Pepsi-Cola North America, Somers, NY

Global Consumer Products Company

Selling & Delivery Leader / Region Manager / Franchise Manager

Headquarter-based leader for national rollout of Selling and Delivery process redesign. General Management
of Atlanta Market Unit South of sales, operations, marketing, pricing and forecasting. Delivered 5%
compounded growth leading to incremental 750,000 cases. Managed multi-unit Tennessee/Georgia franchise
bottler for sales development, national account coverage and marketing coordination.

General Mills, St. Louis, MO

Global Consumer Products Company

Region Sales Rep / Account Executive / Marketing & Trade Promotions

Provided in-depth marketing and sales promotional analysis and communication to Region field sales
management. Developed first novelty frozen treat go-to-market network for a 3-state area selling through
multiple distributors and brokers. Oversaw marketplace execution and selling of product portfolio.

Education

Bachelor of Arts, Consumer Behavior / Marketing, Purdue University, West Lafayette, IN

Executive Leadership Training, Texas Christian University, Ft. Worth, TX