Matt Gulling, MBA
Saint Paul, MN 55116
Linked-In URL: http://www.linkedin.com/in/matt1gulling2
CPG Sales Management / CPG Team Leader Professional with consumer products expertise and a strong record
of increasing market share and profitable sales volume in SuperValu, Target, and Military sales. Proven
ability to recruit, train, develop and lead top-ranked sales and account management teams - both direct and
broker. Skilled in:
Strategic Sales Planning Syndicated Data Analysis
Forecasting SAP Transition
Staff Recruitment & Training Presentation & Negotiation Skills
New Business Development Customer Partnership Development
Store Specific Marketing Trade Fund Management
THE DIAL CORPORATION – a Henkel company
Senior Region Business Manager – SuperValu Enterprise 2009 - April 2010
Led 8 broker contacts for SuperValu Banners under the new SV Enterprise and Nash-Finch for this 1.2 billion
dollar company. Account responsibilities included Cub, Shaw’s, Acme, Jewel, Albertson’s LLC, and Nash-
Finch. Drove volume for 30 brands in HBC and household cleaning categories.
Turned around inherited business issues at Nash-Finch in 15 months. Sales volume finished Q1 at 142%
of Prior Year .
Improved display activity in both accounts by setting clear goals and improved communication with
sales team to result in exceeding shippers and display ready pallets sold vs. prior year.
Senior Region Business Manager – Mid-America Region 2006 - 2009
Led team of 4 direct reports and 3 broker contacts for 18 accounts in multiple states. Region accounts included
Sav-a-Lot, Hy-Vee, AWG, Roundy’s, Schnuck’s and Nash-Finch.
Selected by senior management to serve as division representative on Dial’s Sales Advisory Committee
which implemented a new easy-to-access web based sales information site.
Created and organized a “retail surge” project for Personal Care and APDO which resulted in gains of
over 1500 points of distribution for AWG. It has become an annual event for this account and the
concept has been tested at other wholesalers.
Provided guidance to the ABM of Hy-Vee to drive the volume at this account in 2007 to exceed P/Y
volume in total and in every single Business Unit – Hy-Vee was one of only two accounts in the division
to achieve this.
Led Mid-America Region to exceed P/Y GES for every single Business Unit plus Total, which exceeded
113% for all products total year in 2007.
Created and led a “Wholesale 101” session at Dial’s National Sales Meeting which successfully gave
Marketing and Sales Planning partners an improved understanding of structure, cost, and negotiable
terms in dealing with wholesale accounts.
Matt Gulling – Sales Management Professional, Consumer Products page 2
Senior Region Business Manager - SuperValu Team 2002 - 2006
Led team that consisted of 2 direct reports and a national broker network (Advantage Sales and Marketing).
Account responsibility included direct SuperValu corporate store banners and wholesale plus Nash-Finch.
Increased display activity by 36% in 2006.
Ensured flawless execution and optimization of acquisitions of Soft Scrub and Combat in 2005.
Developed merchandising and promotion plans with sales results of 203% of budget on these new
Transitioned Right Guard’s acquisition from P&G into Dial’s business in October 2006. Coordinated
several meetings with Gillette contact, including a joint meeting with SuperValu. Result was minimal
disruption to service and smooth shift of ownership.
Transitioned sales of Armour Canned Meats to Pinnacle in March 2006. Ownership shift was
transparent to accounts with minimal disruption to service.
Team Leader - Target / Shopko Team 1995 - 2002
Created a successful team of 7 individuals made up of National Account Managers and two Category Managers.
Responsibility included all Dial sales, profitability, and team leadership for Target and Shopko.
Hired and trained 2 National Account Managers and a Category Manager to increase team size from
3 to 7. Two hires were rated as promotable candidates within 15 months.
Designed and implemented a system that reduced outstanding customer deductions balance from
> $500K to zero in 12 months.
Grew volume from $36 million in 1995 to $60 million in 2002, outpacing account’s growth.
Increased profitability at Target so that by 2002 index of profitability was 121%.
Created a forecasting tool that was adopted as the standard to be used by the entire division.
Achieved the number 1 volume and share change in the country, with total Dial franchise volume up
49.9% and share at 17.2 - a net change of +3.1 for 52 weeks.
Increased Purex volume by 20% by convincing Target to increase ad activity in value detergents.
Director - Military Sales and Marketing 1989 - 1995
Directed marketing and sales operations through a broker sales force to military commissaries, exchanges, and
Navy ships afloat worldwide, as well as Hawaii and Alaska civilian markets.
Led broker team to achieve Dial’s “Broker of the Year” 3 times from 1989 – 1995.
Created a sales contest in commissaries that resulted in the largest Dial Soap display ever in one location
– 1600 cases in one store.
Implemented Dial’s first military distributor network that is still utilized today.
Managing Sales & Marketing Agents Workshop
Helping Others Succeed
The Keystones of Leadership
MBA Marketing: The University of Akron, Akron, OH
BSBA Management: John Carroll University, Cleveland, OH