Cindy Seal

Member of Executive Team reporting to CEO. Creating value for current investors to successfully exit and enable future growth under new ownership. Led organization transition from spice supplier / transactional partner to collaborative customer centric value system.

Accomplished sales and marketing executive with exceptional ability to develop and execute strategies which accelerate sustainable growth across portfolio customers and products. Proven record of successfully negotiating incremental business contracts, leading teams to exceed sales quotas, and partnering with cross functional departments to deliver top-line revenue and EBITDA growth. Established and governed sales organization’s performance management systems in alignment with organizational objectives. Develop initiatives and innovation that create value-added products and services, ultimately initiating and maintaining long term, preferred supplier status. Establish marketing strategy, on-board marketing personnel and accelerate on-line engagement across social media platforms.

Director of Sales, South East Region 2015 – Present $200MM Region including Delhaize, Harris Teeter, SEG, Brookshire Grocers, SuperValu, Grocers Supply Headed team of 4 Customer Business Managers as well as brokers to negotiate long-term, complex contracts for branded and private label, optimize trade funding ROI, and execute best-in-class quality merchandising, shopper marketing, and digital marketing. Facilitated collaboration with cross-functional teams to develop initiatives for incremental profit and resource approval: Category Management, Sales Finance, Supply Chain, Marketing and Sales Planning. • Exceeded sales growth targets for 2013-2018, with CAGR of 6%. • Negotiated renewal of multi-year commitment for branded and private label spice and extract at SEG (2018 / 2019), resulting in +10% growth. • Achieved best-in-class grilling merchandising (2018), which was highest growth on quality weighted weeks at 3 of top 4 customers nationally. • Surpassed new item TDP distribution target by 20% and first-to-market in Tier1 launch at SuperValu. • Grew seafood seasoning and fry mix at SEG by 10% in 2018, by leading enhanced retail store merchandising. • Integrated acquisitions into portfolio that improved market share, including Reckitt Benckiser, Cajun Injector, and Kitchen Basics. • Led broker change transition, improving ROI while continuing to seamlessly address customer needs. • Developed Strategic CLBP Customer Level Development plan for Delhaize, which highlighted cross-functional and comprehensive planning that improved customer intimacy. • Increased volume on segments +30% by executing retail pricing investment revenue management recommendations.

Director of Sales, Western Region 2006 – 2015 $200MM Region including Target, SUPERVALU, Spartan Nash, Jewel, Meijer, Schnuck’s, North Central Geography Led 4-member team and broker partners to exceed sales quota by developing strategic growth plans most notably for Supervalu / Albertson’s, Target, and Meijer. Developed and executed strategic resource plan to support growth during customer evolution, focused on customer viability and opportunities to leverage current relationships for new innovation introduction. • Negotiated complex contract with Schnuck’s, regaining primary spice, extract and dry seasoning supplier status valued at $5MM annually. • Regained distribution on full line of McCormick Gourmet Spice at Meijer, valued at $2MM annually. • Doubled Target’s gross sales volume by increasing branded share 20 points, initializing seasonal baking and grilling centers, as well as gaining private brand supplier status on extracts. • Developed Strategic Customer teams for SUPERVALU and Target, providing 3-5-year structure, clear roles and responsibilities, and easily adjusted objectives; 100% of high-potential personnel promoted internally or externally. • Improved customer intimacy by engaging multidisciplinary support, including Supply Chain, Category Management, Sales Planning, and Marketing. • Identified Meijer as strategic partner and increased customer intimacy by conducting top-to-top and executed new item innovation in-store testing.

Responsible for contributing to strategic plan and execution by providing direction to Field Sales and Marketing.

Responsible for achievement of sales goals and execution of strategic initiatives within the Ontario geography as well as national Alternate Channel. Managed direct and broker personnel who were responsible for regional and national accounts.

Responsible for Westfair (Loblawy's West) and Safeway business development across all business segments. Initiated SCOP category plans on key segments. Contributed to successful growth of Westfair and member of Loblaw's team.