CPG Sales & Business Development Professional; Visual Merchandiser


In college, I pursued a degree in Broadcast Journalism with the goal of becoming a journalist. However, I soon discovered that my true passion lay in a different field.

The opportunity to join Phillips Van-Heusen as a Field Merchandise representative sparked a profound interest in fashion and visual merchandising which opened doors to subsequent positions with renowned companies such as Guess, Pandora Jewelry Corporation, Hershey Company, and FGF Brands/Stonefire Authentic Flatbreads.

Over the past decade, I have honed a diverse skill set by combining my background in food sales and visual merchandising. I am grateful for the opportunities to connect with people and promote exceptional products, ensuring customer satisfaction. When faced with challenges, I am committed to finding effective solutions and delivering the best possible experience.

Beyond work, my happiness comes from spending quality time with my family, embarking on thrilling adventures, and organizing memorable parties. I have a deep passion for creativity, which is reflected in my crafting and creations showcased on my Instagram page, @balloonitupLM.

In addition to my industry experience, I possess a range of skills, including peer training, visual merchandising, customer service, leadership, creativity, and brand awareness. I am proficient in various software programs and CRM's such as Microsoft Office Suite, Dart for Publishers, Salesforce, HubSpot, and Spiro.

As an avid social media enthusiast, I stay abreast of the latest trends and actively engage with platforms including Instagram, LinkedIn, Facebook, Pinterest, and TikTok.

•	Strategically crafting and meticulously maintaining a comprehensive target list tailored to 10 key areas in Southern California, optimizing sales potential.
•	Championing customer satisfaction as the cornerstone of business growth, cultivating enduring relationships that propel long-term success.
•	Leveraging the power of Salesforce CRM to meticulously document and analyze new and existing customer account data, fostering precision and efficiency in sales operations.
•	Delivering impactful product presentations and training sessions to both new and existing clientele, ensuring unparalleled product knowledge and customer engagement.
•	Support with Chef presentations and food shows.
•	Partner with distributors and regional sales manager to implement sales strategies.

Market Operator Specialist - Southern California

•	Consultatively sell and promote products within assigned territory, utilizing both face-to-face and virtual communications.
•	Identify, target and secure sales with regional foodservice accounts, including single and multi-unit operators.
•	Establish and nurture contacts, prospects, and key distributor relationships to expand market reach and drive sales.
•	Conducted comprehensive mock-ups of spaces to assess merchandising/marketing potential and developed recommendations for strategic merchandising components.
•Responsible for incremental growth of existing account base.
• Conduct customer business performance reviews and account audits to track, monitor and adjust selling and marketing efforts.
• Planned and executed local marketing events and programs such as demos and cuppings.

Territory Account Manager- West (impacted by restructure)

Represented a diverse portfolio of over 50 manufacturers, including major brands such as Tyson, European Bakers/Flowers, Land O' Lakes, Conagra, High Liner Foods, Dr. Pepper Snapple, and Ventura. Focused on cultivating strategic relationships with Regional Sales Managers and end users. My goal is to foster growth in each manufacturer's food, beverage and business through initiatives such as menu placement, participation in food shows, and targeted marketing efforts. 

California Food Handler's Card - Exp 11/2026

•	Providing client/customer support and prospecting new sales opportunities.
•	Design and implement sales strategies specific to targeted markets.
•	Foster and maintain strong client and customer relationships through regular communication and correspondence.
•	Respond timely to internal & external questions and information via Simple Texting and Ask Waypoint portals.
•	Utilizing HubSpot to track and record correspondence between reps, clients, and end users.

Business Development Specialist

•	Proactively cultivated and maintained relationships between manufacturers, distributors and end users, ensuring adherence to national and state regulatory standards. 
•	Actively engaged in industry events, food shows, and client meetings to identify emerging opportunities and enhance client satisfaction and retention.
•	Utilize go-to-market strategies, sales planning and marketing tools to close deals and develop new & existing business.
•	Accountable for top K-12 bids, bid coding, and openings.
•	Collaborated with marketing team (internal and client side) on key promotional initiatives.
•	Monitored sales data and industry trends to ensure informed and adaptive approach to K-12 market.
•	Oversee the commodity balances and drawdown processes.

K-12 Segment Specialist

•	Strengthen customer, client, distributor satisfaction through frequent communication and calls
•	Develop and maintain new customer accounts through cold calls and leads.
•	Assisted with vendor fairs, distributor sales meetings, food shows and industry trade events
•	Managed sales sample order process and responded to customer product issues.
•	Logging in new and existing customer data, competitive information, end user issues in Field Sales Professional (FSP) application. (In house CRM)


Operator Specialist

FGF Brands/Stonefire Authentic Flatbreads                             October 2013 – January 2018 
Brand Manager – Orange County/Long Beach

•Provided coaching, training, and guidance to both new and current staff members on company protocols and enhancing brand awareness.
•Cultivated and encouraged a favorable company reputation by actively engaging in company events and food expos, collaborating with customers and store staff.
•Increased product growth in accounts by 60% the first year, up to 96% in 4 years.
•Established procedures for utilizing a retail handheld device to collect data and generate sales tags at various accounts, including Ralphs, Vons, Pavilions, Stater Bros., and Smart & Final.
• Lead resets, category flow changes, and plan-o-gram initiatives.
•  Communicated optimal demonstration techniques, store concerns (stock depletion, code expiration, order discrepancies), competitive insights, and pre- and post-event visuals using the MTI application.
•Utilized IRI reports to gain points of distribution (POD) in accounts
•Elevated product-related concerns to the VP of Sales and Merchandising, Regional Manager, store managers, merchandising team, and brokers.
•Managed Stonefire racks through activities such as monitoring product displays, removing items with damages or expired freshness dates, organizing store shelves, ensuring optimal product presentation, rotating items based on sell dates, and restocking products.
• Enhanced prominent display engagement by introducing multiple SF branded racks to the sales floor. 
•Delivered insights regarding development, enlargement, or cessation of supermarkets within a designated region.
•Identified opportunities using data analytics to make adjustments as needed.

Regional Stonefire Territory Brand Manager

•	Sell and maintain 100% distribution of all "authorized" Hershey items in assigned territory.
•	Ensuring flawless retail execution of Headquarter Sales and Merchandising Plans (Retail Execution Plan) with various retailers.
•	Achieve all merchandising objectives through the effective use of Permanent Secondary Displays, Plan-o-grams and other display vehicles established within the Retail Execution Plan. 
•	Reporting of weekly activity, expenses, competitive activity, account changes, promotions and all administrative functions within assigned territory.
•	Reporting of daily activities through the use of Retail Handheld units, synchronizing upon completion of each day.


Retail Sales Merchandiser

•	Responsible for all new store openings for all dealer levels in the Los Angeles/Orange County/Inland Empire areas. (Silver, Gold, Shop in Shop, Pandora Stores) 
•	Negotiate and influence premium floor location and real estate for Pandora product.
•	Ensure merchandise is displayed according to guidelines and plan-o-grams.
•	Display merchandise with proper signage and supporting materials.
•	Provide product training and display techniques to retail personnel.
•	Review monthly shipment reports to analyze store’s business.
•	Direct in-store seminars with accounts for on-going training and motivation of store personnel.
•	Introduce and follow through on promotions by gaining support from the store managers/owners, secure product placement, re-merchandise, place signage and generate awareness and enthusiasm with employees prior to the promotion
•	Gather information relating to the customer reaction to products
•	Submit store visit reports and before/after pictures to Retail Merchandise Manager on a weekly basis.


Field Merchandise Coordinator

•	Negotiate optimum floor space for Guess in Young Contemporary, Men’s, and Kids department in Los Angeles/Orange county Macy’s and Bloomingdales Stores
•	Manage and train new hire Guess coordinators, Guess Selling Specialists, Macys Store Associates and Managers
•	Work closely with Macy’s Visual Team to insure proper Visual Presentation.
•	Conduct in-store seminars with key associates and management to provide product knowledge.
•	Complete store visit reports for Regional Manager regarding issues, updates, competition, stock levels.
•	Analyze Weekly and Monthly Sales Reports to insure proper product focus.



•	Negotiate/secure key floor placement, signage and visual enhancements.
•	Responsible for in-store maintenance for men’s dress shirts, Ties, Calvin Klein and Izod Sportswear. 
•	Make sure floor is set to POG (plan-o-gram).
•	Set up national PVH sale events and new fashion deliveries following store directives.
•	Tidy and re-package existing product.
•	Monitored markdowns, POS pricing and returns to vendor.
•	Provide photos of new deliveries, sale events, GWP’s, new product launches as well as “before and after” photos on a regular basis.
•	Conduct in-store seminars, providing product knowledge of PVH brands.
•	Provide and submitting store recaps to Regional Manager regarding issues, updates, stock level, etc.
•	Develop positive relationships with store associates and store management


● Receive and implement client insertions orders and creative in DFP.	
● Serve as liaison between sellers and Ad Agency Traffic Coordinators to communicate and  
   coordinate all traffic projections.
● Optimize ad campaigns and provide automated performance delivery analyses and reports;   
   provide avails reports; monitor site traffic patterns; make mid-campaign corrections to avoid 
   under-performing campaigns; or under-delivery, sold-out, oversold issues. 
● Work with sellers and marketing team to meet client expectations by responding to RFPs  
   (request for proposal) with timely, custom proposals.

Online Ad Manager

●Updated inventory availability worksheets and generated delivery weekly ad reports. 
● Utilized DART DFP to book rich media ads, images and different 3rd party ad tags through ad  
   serving solutions based on parameters communicated via insertion order.
● Worked with reps and advertisers to optimize their campaigns.
● Worked with content management system to assure proper placement and update 
   of ad fragments. 
● Sent out Franchise and Stand Alone Newsletters to prospective clients and current clients.

● Welcome arriving guests promptly
● Guide guests to relevant contact
● Manage incoming phone calls
● Type invoices and maintain organized filing systems
● Kept reception area orderly.
● Provide  accurate information in-person and via phone/email
● Handled mail distribution
● Oversee front office supplies
● Update calendars and perform additional clerical tasks such as photocopying and faxing.

Office Assistant

Find out detailed information about Louella Murillo, CPG Sales & Business Development Professional; Visual Merchandiser in Cypress, California

Louella Murillo: CPG Sales & Business Development Professional; Visual Merchandiser in Cypress, California

Louella Murillo

State Food Safety

California State University, Fullerton