Paul De Bruin

Formula Corp is a 40-year manufacturing partner specializing in home, personal, pet, and industrial cleaning products. The company supports retailers, brands, and I&I partners with liquid fill contract manufacturing, private label, and turnkey development capabilities across a wide range of categories. As Vice President of Sales, I lead Formula’s commercial strategy and customer partnerships, focused on delivering value through collaboration, innovation, and execution. My priority is building strong, long-term relationships and aligning our capabilities with each customer’s unique goals to drive shared growth and success.

Led the full commercial organization for a PE-backed manufacturer of home and personal care products for full private label and contract manufacturing business. Responsible for Sales, Marketing, Customer Service, and Commercialization during a critical period of transformation and profitability restoration. Key Highlights: Delivered $10M in EBITDA improvement through pricing strategy, procurement optimization, and operational collaboration. Built a $100M+ commercialization pipeline, with $9.5M awarded in Q1 ’25 across co-manufacturing and private brand customers. Shifted the organization from transactional selling to strategic, solution-based partnerships through advanced analytics and GTM design. Lead commercial partnerships across club, mass, grocery, drug, dollar, convenience, and I&I channels—integrating strategic pricing, assortment optimization, and tailored go-to-market strategies to unlock growth and improve profitability in both branded and private label segments. Negotiated long-term contracts across 80% of the business portfolio, improving pricing adaptability and customer accountability amid volatile markets. Integrated cross-functional forecasting and performance tools to align internal profitability with customer service metrics.

Led national sales and customer strategy during a period of accelerated growth and commercial repositioning. Focused on revitalizing branded business and enhancing key account performance in private label and contract manufacturing. Key Highlights: Built and executed national brand strategy, driving triple-digit revenue growth and +3400bp profitability lift on branded laundry via innovation and trade optimization. Owned executive relationships with Top 25 customers including Walgreens, Walmart, Target, ALDI, Reckitt, and Unilever—personally leading key accounts and strategic initiatives. Elevated service levels and operational discipline across the enterprise; named a top supplier for service improvement by Walmart. Instilled a culture of accountability in sales execution and service delivery through strong cross-functional partnerships.

Led Trilliant’s national convenience channel and ready-to-drink (RTD) coffee portfolio, with rapid expansion into contract manufacturing leadership. Developed go-to-market strategy, built a national broker and distributor network, and drove significant growth in both branded and private label offerings. Secured and launched 7-Eleven’s private brand RTD coffee, while generating $5.5M in incremental revenue and 35K new points of distribution. Expanded the company’s co-manufacturing platform by structuring sustainable customer programming and contracts across multiple coffee formats.

Held GM-equivalent leadership roles across three progressive assignments with full P&L ownership for cumulative $300M business, overseeing 17 distribution facilities, 300+ employees, and 2000+ retail customers. - Delivered $25M topline growth and consistently exceeded P&L targets; led #1-ranked sales zone for the Heartland region - Developed and launched $2.4M military ration program through vertical collaboration across PepsiCo functions - Directed go-to-market transformations, compensation redesigns, and personnel/facility consolidations with no labor disruption - Led D&I strategy for the region and championed inclusive hiring and community partnerships - Promoted 13+ internal leaders and exported 4 to HQ roles; recognized nationally for people leadership (Ewing Award)

Oversaw $15M in selling expense and led recruiting, retention, and people-focused initiatives across the zone. - Delivered a 1.5% delta between topline growth and expense while improving staffing and safety metrics - Drove zone to #1 regional ranking on key people and talent KPIs - Awarded “As One” leadership recognition for role in successful labor decertification campaign

Owned full P&L, trade strategy, and execution for the $60M Roundy’s Supermarkets business across Wisconsin and Minnesota. - Exceeded revenue and trade targets for two consecutive years; grew market share by 2.8 points (#1 national rank) - Negotiated best-in-class corporate agreement securing permanent merchandising assets and promotional programs - Earned PepsiCo’s Ring of Honor—top national recognition for account management

Built and mobilized a team of account managers to grow non-coordinated convenience and grocery accounts across 7-state territory totaling $46M. - Delivered 12% revenue growth through 6000+ equipment placements and 10K+ linear feet of merchandising gains - Ranked #1 nationally in convenience channel growth; key driver of region’s H.W. Lay Award - Promoted 4 of 6 direct reports into leadership roles within one year

Led 15 route sales representatives and 5 distribution locations, managing $6.3M in revenue, route execution, and expense control. - Drove 5%+ annual revenue growth and secured #1 sales rank in the zone for three consecutive years - Led consolidation of three facilities and successfully restructured 15 routes with no service disruption - Developed frontline sales talent and instilled a culture of accountability and local market ownership