Julie Irwin

Sales and Business Insights leader with 15+ years of experience partnering with suppliers, sales teams, and retail customers to drive category growth through data-driven decision making. Proven success analyzing sales trends, developing strategic business plans, building executive customer relationships, and translating complex data into actionable recommendations. Experienced managing multi-million-dollar business portfolios, creating performance reporting, coaching high-performing teams, and collaborating across cross-functional organizations to deliver profitable growth.

Branch Sales Manager at SGWS (2020-09 – 2026-07)

Key Accomplishments and Responsibilities: Directed a $68 million sales portfolio, aligning sales execution with supplier and company growth objectives. Led, coached, and developed a 34-member sales team, driving accountability, performance, and professional growth across the organization. Maintained an exceptional 98% year-over-year customer retention rate by fostering strong customer relationships and delivering consistent business results.

Participated in monthly business reviews, presenting data-driven performance insights, strategic recommendations, and growth opportunities to suppliers and key stakeholders. Achieved 90% completion of supplier year-end program objectives within the first six months of the fiscal year, accelerating execution and exceeding performance expectations.

• Leveraged sales analytics, market trends, and category management principles to identify distribution opportunities, optimize assortment, and support strategic business decisions.
• Developed recurring business performance scorecards, forecasting reports, and sales analyses to monitor trends, measure execution, and support fiscal planning.
• Built and maintained strategic relationships with suppliers, retail partners, and internal leadership to drive long-term business growth and strengthen customer engagement.
• Partnered cross-functionally with sales, operations, supplier partners, and leadership teams to improve execution, customer service, and overall business performance.
• Evaluated category performance, promotional effectiveness, and market trends to identify growth opportunities and improve retailer execution.
• Created and implemented training programs that strengthened sales capabilities, improved execution, and supported organizational development.
• Led performance management initiatives focused on coaching, accountability, succession planning, and measurable business results.

Area Sales Manager at SGWS (2015-05 – 2020-09)

Key Accomplishments: Consistently ranked among the region's top-performing sales teams for revenue growth, market execution, and supplier partnership performance. Managed a diverse portfolio of retail accounts while maintaining exceptional customer satisfaction, retention, and long-term business partnerships. Supported double-digit growth initiatives through strategic business planning, consultative selling, and data-driven decision-making.

Recognized by supplier partners for successfully executing strategic initiatives, promotional programs, and business priorities. Delivered recurring business reviews that provided performance insights, identified category growth opportunities, and strengthened supplier and customer relationships.

• Managed and coached a high-performing sales team that consistently exceeded revenue, execution, and performance objectives.
• Analyzed sales reports, customer trends, and competitive activity to identify market opportunities and develop strategic action plans.
• Leveraged sales analytics and category performance data to improve territory execution, identify distribution opportunities, and support business planning.
• Strengthened relationships with retail customers through consultative selling, performance reviews, and data-driven business recommendations.
• Collaborated with supplier partners to execute promotional initiatives, merchandising strategies, and market growth opportunities.
• Utilized Salesforce CRM and business reporting tools to monitor customer performance, improve forecasting accuracy, and support territory planning.
• Partnered with cross-functional teams to align supplier objectives, customer priorities, and sales strategies, resulting in improved execution and customer satisfaction.
• Prepared and delivered executive-ready presentations highlighting business performance, sales trends, and strategic growth recommendations.

– Otterbein University