Katrina Carlson

Defining and executing growth strategy to scale distribution and retail productivity Prioritizing high-ROI initiatives and reallocating resources to drive efficient growth Strengthening key retail and partner relationships to unlock expansion Driving velocity through pricing, promotion, and assortment strategy Aligning cross-functional teams to accelerate execution and results

• Grew key accounts +43% YoY by identifying expansion opportunities, optimizing assortment, and strengthening execution across both national and regional customers • Led a turnaround with Sprouts, improving performance through optimized trade programs, stronger execution, and a more strategic approach to the business • Identified a gap in independent retail assortment strategy and led an initiative that unlocked access to ~1,000 high-quality independent store locations – reversing declining performance and creating a scalable path for broader expansion • Leading business performance across natural, conventional, and specialty retail channels across the West, Central, and Midwest • Owning key national retail relationships across Sprouts, INFRA, and NCG, driving distribution, assortment strategy, and overall account performance • Partnering with UNFI and KeHE to align on distribution strategy, execution, and growth initiatives across channels • Developing and executing go-to-market strategies to increase velocity, expand distribution, and strengthen positioning across channels • Leading and directing broker partners to ensure aligned execution, while working cross-functionally with marketing, supply chain, and leadership to support launches and retail expansion • Continuously looking for ways to unlock growth across accounts and channels, turning insights into clear, actionable plans that deliver results

Led national retail sales strategy and execution across Natural, Conventional, Mass, Military, and independent channels, driving key account performance, trade strategy, and cross-functional initiatives while overseeing broker and distributor partners. • Led Costco sell-in and launch readiness, rebuilding pricing to restore profitability and successfully renegotiating with the buyer to a higher price point. Directed packaging, design, and pallet optimization (98% utilization) to meet Costco standards and deliver a fully executable, retail-ready program. • Inherited a portfolio with widespread distribution loss and declining velocity and led a strategic reset toward specialty and premium accounts. Optimized product mix and trade spend, and onboarded a national broker to rebuild distribution and retail performance.

Fully responsible for developing and executing on the sales strategy for Chocxo Chocolatier in the Western US, covering Conventional, National, Specialty and Independent channels. Took the brand national in the US within 6 months and grew the book of business 7.5X by increasing overall velocity +67%, tripling distribution in existing key accounts and gaining new distribution in 12 chains as well as 100+ independents, bringing POD from 1,000 to 3,500, within 15 months.

Responsible for HQ level relationships nationally with all conventional accounts including Kroger, Albertson’s, Publix, HEB, Raley’s, TFM, Meijer, Harris Teeter, Vitamin Shoppe, Haggen, and other chains. Key responsibilities included plan development and execution, working closely with the national broker teams (Presence Marketing and Impact Group), selling, forecasting, and managing the account’s P&L.

Worked closely with the National Sales Director on national account management. Responsibilities included data analysis, building of winning sales presentations, pipeline management, budget management. Managed 1WorldSync, KeHE, and DPI portals. Conducted data and profit analysis regularly. Worked with the national broker teams (Presence & Impact Group) distributors (UNFI, KeHE, DPI), and retailer contacts (Kroger, Albertson's, Publix, HEB, Meijer etc.)

GBD was a boutique, outsourced sales firm, founded in Boulder, CO in 2013. The company’s mission was to provide emerging, natural CPG brands with industry expertise and capabilities that were more cost-effective and less risky than hiring in-house sales teams. Principal services included sales strategy, headquarter sales calls, trade spend management, forecasting, and sales support. Principal clients included Cusa Tea, Boulder Baked, Nelly’s Organics, PROBAR, Teonic, and Bonk Breaker. Core responsibilities included: • Business Planning • P & L & Budget Management • Forecasting • Trade Spend Managment • Category Review Management • Client-Facing Sales

Responsible for building and implementing WFM customer retention campaign by combining weekly data analysis, customer service and solution-oriented sales strategies. Also responsible for developing and managing national demo program from scratch, training and leading national demo team.

Responsible for development of sales within Los Angeles, Orange County and Washington State. Managed regional sales team, field marketing team, direct distribution, customer service, P & L, accounts receivables & payables and forecasting. Developed all sell sheets and POS materials. This role was very entrepreneurial and involved wearing many hats. • Grew territory sales from $0 to $3M through grass roots sales efforts, effective account targeting, relationship building, sampling events, creating and implementing an effective merchandising strategy and providing excellent store level service. • Developed new distribution by gaining new item acceptances: - Retailers: Whole Foods SoPac, Whole Foods Northwest, Safeway, Gelson’s, Lassen’s, Mother’s, Erewhon, Marlene’s, Metropolitan, PCC, Sprouts and many independent retailers. - Alternative Channels: Gold’s Gym, 7-11, Equinox Gym, Emerald City Smoothie, Super Supplements as well as numerous chiropractic offices, yoga studios, online stores, etc.