Alex Cho

Sales & Category Management Leader with 15+ years of experience driving growth through deep market understanding, strategic account management, and cross-functional leadership. Proven ability to anticipate market trends, identify profitable opportunities, and deliver solutions that meet both company and customer objectives. Skilled in leveraging data-driven insights to influence business decisions, optimize resources, and enhance customer relationships for long-term success.

Manager, Category Management C-Store West at The Hershey Company (2023-08 – Present)

• Led a high-performing team of 6 consultants and analysts, establishing category captainship with over 70% of C-store retailers and consistently attaining monthly, quarterly, and annual volume goals.
• Developed and executed multi-year key account business plans for West region retailers, driving profitable category growth and expanding distribution on Top 75 SKUs through data-driven strategies.
• Partner with cross-functional teams (Sales, Marketing, SRGM, Insights) to design joint business plans that align with key business drivers and maximize financial outcomes for both Hershey and customers.
• Delivered +11.3% sales growth at Smart & Final and +7.4% at Stater Bros in 2021 by identifying and executing trade efficiencies and promotional strategies tailored to each retailer's needs.
• Initiated first front-end and take-home resets in over two years, resulting in net positive assortment gains and increased profitability.
• Created weekly and monthly reports and forecasts using syndicated and panel data (IRI, Numerator), generating compelling, fact-based presentations that secured buy-in for seasonal programs and long-term execution plans.

Customer Sales Executive Geo Food West SoCal at The Hershey Company (2020-11 – 2023-08)

Category Development Manager - Chain Accounts West at Heineken USA (2019-08 – 2020-10)

• Built category-focused relationships with Small Format Chains (ampm, Circle K, Maverik, Fastrip, United Pacific) and Costco West region to drive category and portfolio performance.
• Increased distribution of new items within Small Format and implemented insights-driven distribution changes at Costco to boost profitability.
• Achieved category validator status at multiple retailers, solidifying trust as an indispensable partner.
• Utilized syndicated (Nielsen/IRI), panel (EYC, Numerator, Spectra), and internal data to create persuasive selling stories and scorecards.

Regional Account Manager - Albertsons/Safeway Strategic Team at Campbell Snacks – Snyder Lance (2019-01 – 2019-08)

• Built strategic promotional plans with major Southern California retailers including Albertsons, Vons, Pavilions, Ralphs, Smart & Final, Gelson's, and Bristol Farms.
• Delivered SL portfolio growth between 1% and 35% at key retailers through targeted analytics and strategic sales planning.
• Managed trade budgets to maximize net sales and profitability.
• Partnered with brokers and internal sales teams to ensure strong portfolio execution.

Regional Account Manager - Los Angeles at Campbell Snacks – Snyder Lance (2017-05 – 2019-01)

Associate Customer Strategy & Planning Manager at The Dannon Company (2016-01 – 2017-04)

• Managed accounts with over $74MM in annual net sales; developed and executed strategic one-year and multiyear growth plans, attaining and exceeding identified sales volume goals across multiple retailers.
• Delivered portfolio growth between 10% and 65% across multiple retailers by identifying new business opportunities and devising methods to capitalize on them through actionable category insights.
• Developed short- and long-term initiatives for new product rollouts, ensuring cross-departmental adoption; created and maintained category schematics using JDA to enhance shopper experience.
• Generated weekly and monthly business reports and forecasts using syndicated (IRI/Nielsen) and retailer data, providing business analysis and insight that informed category management and sales strategy.

Associate Category Strategy & Insights Manager at The Dannon Company (2016-01 – 2016-12)

Category Strategy & Insights Analyst at The Dannon Company (2015-01 – 2015-12)

Sales Analyst at The Dannon Company (2014-01 – 2015-12)

Administrative/Finance Director at Ekko Church (2012-01 – 2014-12)

• Directed operational activities, developed policies and budgets, and ensured compliance with regulations.
• Led multiple teams to improve organizational efficiency and member experience.

Inside Sales Manager at Monterey Gourmet Foods (2009-01 – 2012-12)

• Managed $80MM club business, representing 65% of company revenue.
• Collaborated with marketing to develop sales decks and presentations.
• Leveraged IRI/Nielsen data to identify growth opportunities and support sales strategy.

BS in Education, Athletic Training Sports Medicine – Baylor University (2009)

Verified Certificate in Introduction to Marketing – Coursera