Gary Apodaca

Develop and implement high-level sales strategies to meet and exceed revenue targets for national retailers. Lead a high-performing sales team, providing guidance, mentorship, and support to achieve departmental and organizational goals. Foster strong relationships with national retail buyers, category managers, and key decision-makers to negotiate partnerships and secure long-term contracts. Analyze market trends, customer needs, and competitive landscape to adjust sales strategies accordingly. Collaborate cross-functionally with marketing, product management, and operations to ensure alignment on sales initiatives and product distribution strategies. Provide leadership in sales forecasting, budgeting, and performance metrics reporting.

•Strategic Account Management: Develop and execute sales strategies for key retail accounts including Best Buy, Walmart, Costco, and Target, ensuring alignment with each retailer's unique requirements. •Relationship Building: Cultivate and maintain strong relationships with key stakeholders at each account, including senior executives, category managers, and merchandising teams, to drive collaboration and maximize sales opportunities. •Sales Forecasting and Planning: Collaborate with internal teams to develop sales forecasts and strategic plans for each account, incorporating market trends, promotional calendars, and product launches to optimize sales. •Negotiation and Contract Management: Lead negotiations with key retail partners to secure favorable terms and agreements, while ensuring alignment with TP-Link goals and targets. •Performance Analysis: Analyze sales data and performance metrics for each key account, identifying trends, opportunities, and areas for improvement to optimize sales strategies and product assortments. •Cross-functional Collaboration: Partner closely with marketing, product development, and supply chain teams to coordinate efforts and support key account initiatives. •Market Insights and Competitive Analysis: Stay ahead of industry trends, competitor activities, and market dynamics, leveraging insights to inform strategic decision-making and identify growth opportunities. •Budget Management: Oversee sales budgets for key accounts, ensuring effective allocation of resources to drive sales growth and profitability while managing costs and expenses. •Sales Team Leadership: Provide leadership, guidance, and mentorship to the sales team responsible for key accounts, fostering a culture of accountability, excellence, and continuous improvement. •Representation: Represent TP-Link at industry events and customer meetings, building brand awareness, strengthening relationships, and identifying new business opportunities within the national retail.

Leading the Sales Strategy, Business Development, and Key relationships for National Retail Partners. Skilled knowledge and execution with my team members in the following major accounts: Best Buy: o VPA Negotiation o CPFR planning and file o Best Buy Ads (media) planning and execution o Reset planning, product strategy, and execution Walmart: o Retail Link – Sales, Inventory, item 360 product setup. o Contract execution and negotiation via Retail Link o Walmart ladder plan- building ladder, Co-planning, order execution o Walmart connect planning and managing spend o AE and drive time negotiation and product strategy Target: o Partner Portal – Sales, inventory, vendor management o Launchpad – product setup, maintenance, and execution o Air Vendor forecast + Co-Plan with inventory team o Roundel marketing Strategy and execution o PCN for assortment pitch, strategy, and execution Costco: o IRI portal – Sales and inventory o Clear understanding of member value, pricing, and product strategy o In-club pallet and display execution o MVM, Member Giveback, Teach Deal Marketing strategy o Holiday planning for larger member book opportunities

Managing Sales and Relationships for Key National Retail accounts and related Ecommerce. Managing Sales process from end to end. Including opening accounts, maintaining accounts, EDI interface, orders, accounting and claims. Experience Managing the following Accounts: Walmart Stores and Walmart.com Target Stores and Target.com Costco Clubs and Costco.com Office Depot Stores and OfficeDepot.com Staples stores and Staples.com Home Depot Stores and HomeDepot.com Sams Club and SamsClub.com

Managing Sales and Relationships for Key Retail accounts and related Ecommerce. Current Experience with the following Accounts Walmart Stores/.com Sams Club Frys Electronics - In-store/Online Navy Exchange- In-store/Online Marine Exchange -In-store/Online AAFES Exchange - In-store/Online Brookstone- In-store/Online Kohls- In-store/Online Fred Meyer- In-store Shopko- In-store/online Lowes- In-store/online PC-Richards Gamestop- online Past Account Experience Staples- In-store/online and Consignment Microsoft stores- In-store/online Bluestem brands (fingerhut.com) Costco Radio Shack

Managing Sales and Relationships for National accounts including Office Super stores, Specialty Retail stores, and Catalog/Ecommerce accounts. Key Responsibilities: • Engage with Vendor partners, resellers, vendor reps and other channel partners •Analyzes sales results to formulate plans for promoting sales. •Coordinates liaison between sales department Product management team. •Prepares periodic sales reports to show sales volume, potential sales, and areas of expansion. •Support and implements strategic sales plans to achieve corporate goals. •Meets with key clients, in an effort to maintain relationships and negotiate and close deals. •Supports and manages sales contracts, promotions, programs, and account activities. •Monitor customer preferences to determine focus of sales efforts. •Follow-up on significant existing contact/customer database, development of new accounts. •Advises vendors and retailers concerning sales and advertising techniques. •Sales forecasting activities and sets performance goals accordingly. •Deliver sales presentations to key clients.

• Implement business group strategies, analyze business results to identify wins/opportunities and create plans to address gaps all in partnership with district leadership. • Focus and fulfill tasks and responsibilities managing the customer experience, supporting business results and customer needs to include validating merchandise readiness to ensure the customer experience is positive in every channel and display functionality. • Ensuring the Sales Supervisors understand, execute and achieve business group strategies. • Ensure supervisors are prepared with the training and coaching necessary to achieve and maintain an exceptional customer experience • Coach supervisors, giving them immediate feedback on how they’re coaching their team members. • Facilitate individual monthly reviews and quarterly performance appraisals with supervisors to help them develop their leadership. • Manage store and Business group P&L • Manage sales goals for employees and supervisors on a monthly, weekly, and daily basis. Interview, hire and staff departments.

Manage 10 to 15 employees on sales. Coach train and develop employees. Write schedules Deliver and write monthly, quarterly, and annual reviews. Follow up and manage merchandising expectations.

Supervise department. Coach train and inspire employees. Monthly one on one's with employees. Weekly check in's. Daily role plays and coaching with employees.