Erin Reynolds

Natural Immunogenics Corp dba Sovereign Naturals pioneer's mineral hydrosol wellness with its Sovereign Silver and Sovereign Copper brands. Using advanced technology, it delivers high-purity colloidal silver and copper supplements trusted for immune support and vitality across natural health, mass retail, and pharmacy channels. Lead national commercial strategy and execution across natural, mass, food, and drug channels, aligning regional leaders, brokers, and key accounts to company growth priorities. National Sales Director • Managed a ~$9MM book of business across retail accounts including Sprouts, Natural Grocers, CVS, Meijer, INFRA and Vitamin Shoppe. • Owned national forecasting, trade spend, and executive KPI reporting, delivering insight on risks, opportunities, and growth drivers across the portfolio. • Drove incremental distribution and brand-bundled promotional programs through joint key account business planning with Presence Marketing. • Architected national broker strategy with performance scorecards and led distributor partnerships across UNFI, KeHE, and multiple key accounts to strengthen velocity, grow market share and retail execution.

Award-winning, multimillion-dollar distributor in the dietary supplement, skincare and wellness industries. Worked cross-functionally with VP of sales in the development of strategies, analysis, direction and overall management & execution for the sales team. Proposed & assisted in ingredient product development across all departments for innovation from concept to launch. • Cultivated and oversaw $6MM+ business encompassing 4 brands for national accounts in the FDM class of trade. • Identified opportunity and secured contract with Walmart for addition of 1 sku in 242 stores. • Grew SeroVital business, increasing door count in Walgreens by 7%.

Leading manufacturer of health & wellness products, including youtheory the award-winning line of health & beauty supplements that are sold in 600K+ retailers worldwide (acquired by Jamieson Wellness in July 2022). Developed strategies, insights and analysis, providing overall direction for regional sales managers, broker partners and retailers to grow business in natural and FDM channels. Managed and mentored sales team, working cross-functionally to develop, support and execute corporate initiatives for the sales department. • Built and led a high-performing sales organization, translating corporate strategy into execution and accountability across Natural and FDM channels. • Owned revenue performance, forecasting/demand planning, and executive KPI reporting, identifying growth levers across distribution, velocity, and profitability. • Delivered $2.2MM+ growth in national accounts (from $12.8MM to $15MM) by expanding distribution/ACV, optimizing trade promotion strategy, and strengthening retailer partnerships including Sprouts, INFRA and Whole Foods Market. • Led distributor strategy and joint business planning with UNFI, KeHE, Threshold Enterprises, and Palko Services, driving new item authorizations and expanded distribution.

• Directed and coordinated activities for broker team regionally involving sales of Youtheory product line through Natural/FDM/Specialty channels. • Supervised, mentored and guided brokers to determine focus of sales efforts and ROI of 8% growth. • Executed Youtheory sales & marketing strategies, employing approved selling materials and promotions to new and existing customers. • Advised accounts on all corporate policies and procedures to ensure optimal effectiveness of business • Assessed marketing potential of new and existing accounts, considering ROI, KPI, statistics and expenditures to support all company iniatives and sales objectives.

Innovator and manufacturer of premium, pure hemp-based products (AKA Natural Dynamics). Developed strategic sales approach and collaborated on new product ideas and launches to expand into retail. Directed and coordinated activities for product line sales through existing independent retail and mid-level chain accounts in specialty and natural channels. • Managed $5MM startup business P&L and national account relationships for the natural class of trade. • Secured test run in 79 Sprouts locations.

• Directed sales for 18 national and regional key accounts in the specialty/natural channel. • Achieved a 14% year-over-year growth, increasing business from $29MM to $33MM. • Focused on enhancing distribution gains and executing effective promotional strategies. • Contributed to a family-owned company known for award-winning omega-3 fish oil and foundational nutrients.

Wholesale distributor and manufacturer of dietary supplements & health care products to the natural foods industry and health care professionals. Planned, executed and oversaw sales & promotional activities across natural channel. Developed and maintained strong relationships with buyers across all accounts. • Mentored and trained 30+ field reps, brokers, and inside account managers. • Assisted in retooling operations forecasting strategy to streamline efficiencies between sales and production of flagship SKUs. • Managed ~$21MM and grew chain-account market share to +16% average YoY through retail execution and category support. • Oversaw sales team through IT transition, successfully navigating substantial OOS issues over a one-year period.

• Drove sales and built market share for an award-winning nutritional supplement company. • Established strong relationships with distributors, brokers, and key customers in the natural & specialty channel. • Mentored and trained over 12 field representatives to achieve sales goals, fostering a collaborative team environment. • Achieved an impressive 13% average year-over-year growth across the territory.

North American distributors of Börlind cosmetics and All Terrain natural insect repellent products. Conducted quality assurance and reported sales plans, growth opportunities, P&L and ROI to executive leadership. Provided extensive sales representative support through staff training, education and promotional program support at key retailers. • Increased promotion consistency, strengthened the demo schedule and adjusted shelf signage to show value vs. cost, achieving 32% sales growth for Börlind and 27% for All Terrain products over a 3-year period. • Organized, mentored and trained 30+ field representatives/brokers/inside account representatives to achieve sales goals.

• Established, managed, and ran all shipping procedures for Universal Nutrition Distribution for Texas and the southwest region. • Independent Broker for Nature's Life, Gaia Herbs, Innovative Naturals, Health from the Sun, Borlind of Germany, Oshadhi, and Universal Nutrition. • Worked assigned health food stores and solicited orders for natural products to introduce new products and identify/create sales opportunities.

• Served as a Category Merchant and Buyer for Vitamins, Herbs, and Housewares at Whole Foods Market. • Managed top sales for the largest store in the chain, contributing to its success before the Austin remodel. • Led the DFW regional buying team in vendor meetings, enhancing collaboration and product selection. • Assisted in developing promotional and buying processes for the launch of the Southwest region in the late 90s.