Kelly Urness
773-206-5604 / Chicago, IL 60647

Executive Summary

  • 17 years of proven leadership in world-class Fortune 500 and private label food manufacturers. 
  • Led organizations through transformation and growth to increase revenue, launch new products, and expand market reach.
  • Created and executed aggressive business plans, budgets, and category management strategies.
  • Recruited, mentored, and promoted a large team of professionals including Sales, Marketing, HR, Operations, Quality, R&D, and executive team members, instilling a culture of collaboration and customer focus. 

Expertise:

Division Restructuring, Business Development, Strategic Alliances, Succession Planning, Market Penetration, P&L Management, Critical Negotiations, Cross-functional Leadership, Market Expansion

Professional Experience
Campbell Soup Company,
Camden, NJ
2014 to Present
Multi-national food company with annual sales of approximately $8.1B.
Senior Vice President,
Philadelphia, PA
(2017 to Present)
  • Led integration of 4 sales operations into 1, reducing operational expenses by $4M while improving customer satisfaction scores.
  • Directed a transition of revenue base from 50% to 85% premium brand and custom brand products over historical focus on commodity products, improving sales results and profits by an annual average of 28%.
  • Cultivated joint business relationship with Company Name from single point of contact to a strategic partnership, delivering $90M top-line revenue and 10% profit increase over 3 years.
  • Orchestrated new go-to-market strategy across sales organization resulting in engagement of national account customers to partnership status within a 2-year period.
    • Significant accomplishments with Customer Name, Customer Name, Customer Name, and Customer Name.
Reporting to the COO, promoted to spearhead the turnaround of declining foodservice division with annual sales revenue of $1.2B. Lead a team of 175, including 8 direct reports, across field sales, national accounts, trade marketing, customer service, and R&D. Achieved profitability by year 2.
Vice President, Specialty Channel Sales,
(2014 to 2017)
  • Led re-organization and accelerated growth plan. Conducted a broad-based assessment of core business processes to identify areas for cost reduction, process improvement, new product development, market expansion, and competitive advantage.
  • Restructured leadership team with headcount neutral strategy, promoting 4 Directors and 3 emerging Manager level sales leads.
  • Exceeded volume and profit targets in 2 consecutive years. Achieved record division volume growth of 17.1% and 13%.
  • Developed and rolled out new marketing deployment initiatives to increase new customer acquisitions, including customer name and customer name, delivering 42% growth over 2-year period.
  • Created and executed division-wide standardized distributor trade program resulting in $8M cost savings nationally.

 

Reporting to the President of Specialty Channels, led organization and accelerated growth plan for $1.8B Specialty Channels division. Led sales organization of 80 including direct team of 6 across club, convenience, and foodservice channels.
Company Name,
San Francisco, CA
2006 to 2014
Company description
Division Sales Manager – East,
(2011 to 2014)
  • Negotiated 3-year contract with customer name, reversing 5-year trend of flat to negative sales volume and negative relationships.
  • Achieved 22% sales growth (5% over budget) and 20% profit improvement in first year.
  • Created value-added marketing program projected to increase profitability by $1M within the first year of implementation.
  • Promoted 3 Territory Sales Managers to larger scope positions throughout company.
  • Awarded Blank in recognition of exceptional hiring, coaching, and mentoring practices.

 

Reporting to the Vice President of Sales, promoted to lead next generation growth for steadily performing eastern division consisting of 13 states and $100M in annual sales. Accountable for sales organizations of 3 Regional Managers, 6 Territory Sales Managers, and 12 Brokers. Held corporate headquarter responsibility for Customer name and various buying groups.
Regional Sales Manager,
Walnut Creek, CA
(2008 to 2011)
  • Increased territory sales by 20% and positioned region for continued market expansion, accelerating customer face time, and introducing innovative value-added solutions.
  • Launched aggressive introduction to the competitive bid markets and consistently achieved 40% 3-year growth.
  • Turned around year-negative trend with Customer and customer to increase SKU’s 30%, cultivating new relationships at executive levels and purchasing functions.
  • Converted 100 major regional chain account locations from significant competitors.
Reporting to the Division Sales Manager – West, promoted to lead turnaround of declining market for the Northwest territory with $90M annual sales volume. Accountable for driving incremental sales through 6 brokers across Northern California, Washington, and Oregon as well as customer name operating companies and key region chain accounts.
Territory Manager,
Orlando, FL
(2006 to 2008)

Awarded Director’s Club Award 3 consecutive years as 1 of 3 territory managers out of 65 territory managers.

Reporting to the Region Sales Manager, led sales and profit growth of $5M territory in the state of Florida. Responsible for customer operating companies, customer, independent distributors, and region chain accounts.
Education
Master of Business Administration,
DePaul University
2006

Concentration in Finance and Accounting (Beta Gamma Sigma Honor Society/GPA 4.7)

Bachelor of Science,
Villanova University
2004

Concentration in Business Management

Associations, Certifications, and Activities
Association Name
Board Member
Association Name
2014 to Present
Board Member and Treasurer
Harvard Business School
2019
Certificate of Management Excellence (CME)
Habitat for Humanity
2014 to Present