1. Michelle Carter
Cell 403-998-2402 Email: michcarter.17@gmail.com
4216 – 18 St SW, Calgary T2T-4V7
Objective: To be part of a dynamic and forward moving company in a Business development or Senior
Account management role where I can add value and further develop my business and coaching skills.
Highlights of Qualifications:
 Senior Account Manager that has successfully grown and managed head office grocery retailers
in Western Canada and some Eastern National Accounts.
 Successfully managed Western Retail Sales team and junior account managers.
 Extensive experience managing businesses with limited senior involvement.
 Ability to design and promote creative opportunities which have delivered value in a cost effective
manner.
 Excellent communication and presentation skills allowing for internal and customer collaboration
and engagement to achieve company objectives.
KELLOGG CANADA Mar 2003 - Present
Business Development Manager - Sobeys West Jan 2012 - Present
 Re-established key relationships for future integration of Safeway’s business.
 Developed and gained approval for 2015 customer plan that will deliver +2% in a declining category -2% while achieving
3.5% savings.
 Gained Leadership position of Sobeys Nat/Org cereal category in just 3 months by demonstrating immediate
understanding of Sobeys specific consumer and revealing key growth opportunities to outpace rest of market in a declining
category. Initiated and Implemented Nat/Org planograms in Q4, 2015.
 Successfully coached Junior Account Manager to achieve growth plan of +5%, exceeding customer growth of +2%, and
delivering budget.
Business Development Manager – Canada Safeway Apr 2009 to Jan 2012
 Managed a $48 MM business with a fixed fee retailer that was not keeping pace in the market due to declining categories.
 Identified key growth opportunities leveraging Aztec, consumer data, and Nielsen, consumption data, to regain Safeway’s
performance in the market and Kellogg categories.
 Created and executed Safeway specific Free Milk promotion that drove overall growth in RTEC category in 2012. Without
this key promotion the cereal category would have been in decline.
 Completed 1st successful Cereal Category SCOP in over a decade.
Key Account Manager – Sobeys West Mar 2003 to April 2009
 Regained trust and business credibility in less than 2 years measured by Industry Advantage Survey. Results from poor
performance 18/20 to 6th position after year 2.
 Proficiently drove category growth across entire portfolio exceeding market trends and enabling Sobeys to continually
outpace market.
 Exceptional relationships, analytics, categoryexpertise enabled delivery of5 of 6 annual budgets and significantly exceeding
company objectives earning double bonus & A rating for 2 of the 6 years.

2. S.C. JOHNSON, Calgary & Toronto October 1998 – Feb 2003
National Account Manager – A&P & Home Depot
 Identified significant growth opportunities with A&P that dramatically reversed sales declines of –17% to a growth of +8%
in just 8 months in the Air Freshener category.
 Strengthened relationship by developing innovation Go-To-Market retail strategy, unique to company.
 Reversed declining sales, delivering $1.8 MM in the first year with growth plans to achieve $4.0 MM in the next 3 years.
Retail Sales Manager – Western Canada
 Managed a team of 8 Full-time Area Managers and junior accounts representing $12 MM in sales.
 Spearheaded an innovative solution to achieve the company’s top retail sales objective: 80% distribution in 8 weeks for all
new product launches. Results were extremely positive and became the new standard for all product launches nationally.
 Improved team morale through recognition of individual achievements and team effectiveness by improving business
planning, negotiating, and presentation skills.
Key Account Manager – Westfair Foods
 Established aggressive growth plans to better meet customer needs and achieve company objectives. In just 8 months,
revived sales from –12% to +14% with largest customer, Westfair Foods. This was achieved by: implementing fully
integrated promotions; increasing advertising (+168%) with no additional investment; and spearheading 1st ever pallet and
display program that significantly drove category growth in household cleaners.
KRAFT CANADA INC., Calgary December 1995 – September 1998
Key Account Manager – Westfair Foods
 Leveraged A.C. Nielsen data, consumer insights, and product knowledge to gain 4 incremental promotions that resulted
in 3 out of 4 key categories to receive double-digit sales growth in my first year of Account Management.
Co-Marketing Co-ordinator – Canada Safeway & Federated Co-op
 Liaison between Marketing and Western Sales, translated marketing priorities into customer specific programs.
 Recognized for Event Marketing results by achieving Sales Achievement award for spearheading the 1st ever Account
specific event marketing program promoting brand ubiquity with First Start & Canada Safeway.
Sales Representative – Southern Alberta
 Successfully executed Head Office Account objectives and spearheaded my own 6 innovative promotions that lead to
being promoted within 1 year vs the 3 year average.
Education & Personal Achievements
The University of Lethbridge, Alberta - 1992-1996 Combined BSc Science: Neurobiology and Biology
Dale Carnegie - May, 2014 Achieved Highest Award for Achievement
IDFA (International Drug Free Athletics) – Oct, 2012 Western Canada Classic – Achieved 1st
& 4th
place
Personal Best 2007 - 2010 Achieved Personal growth goals & coaching skills