Michelle Morrison
Poplar Grove,IL
Summary
Dynamic Territory Sales Manager with a proven track record at Gourmet International, specializing in strategic sales management, account development, and brand growth in the natural and specialty food industry. Known for reviving dormant accounts, executing effective brand placement, and driving promotional success through strong distributor and retailer partnerships.
Bringing over 20 years of experience in retail, brand management, and sales operations, with deep expertise in navigating complex distributor systems like KeHE, UNFI, and Lipari. Demonstrated success in regional territory leadership, broker team development, and launching new products across both independent and chain retailers.
Respected for proactive leadership, deep market insight, and a consistent ability to deliver measurable sales results in the competitive natural CPG sector.
Overview
21
21
years of professional experience
Work History
Territory Sales Manager – Chicago Region
Gourmet International
02.2025 - Current
- Lead a 4-broker sales team, driving alignment to KPIs and territory growth strategies in the Chicago retail market.
- Re-engaged dormant Certco distributor account after 5+ years, reviving key sales channels.
- Redesigned deal sheets and streamlined ordering forms to boost broker compliance and improve retailer experience.
- Utilized NetSuite and sales data to optimize product placement and unlock vendor investment opportunities.
- Represented the company at major trade shows including Sweets & Snacks Expo and KeHE Holiday Show.
- Supported German brand partners on store visits throughout the region to strengthen in-store execution.
- Recognized early on for exceptional organization, communication, and broker management.
Midwest Regional Territory Manager
ILevel Brands
11.2021 - 06.2024
- Managed a 15-state region with 200+ natural and specialty retail accounts, including Fruitful Yield, Plum Market, Better Health, Sunrise Health Foods, Harvest Health, NCG member co-ops, and INFRA independents.
- Partnered with distributors KeHE, UNFI, Lipari, Threshold, Lotus Light, Pod Foods, and Palko to grow brand visibility and placement.
- Drove full-line adoption of SUKU Vitamins at Fruitful Yield, placing 17 of 19 SKUs available at the time (2 launched after tenure).
- Drove full line adoption of Camille Rose haircare line for multicultural beauty at Fruitful Yield.
- Placed the complete HoneyPot Co. line into Plum Market, expanding category presence in feminine wellness.
- Launched Yaza Foods (Labneh) at Better Health and opened KeHE DC-16, making it the first warehouse to carry the brand—prior to Whole Foods onboarding via UNFI.
- Secured Little Lad’s Popcorn into DC-16 for both Better Health and Fruitful Yield, supporting regional expansion.
- Placed Salt Spring Coffee (regenerative organic & fair trade) into Fruitful Yield and Better Health, matching Central Market’s Texas assortment with 3 of 4 SKUs.
- Executed off-shelf displays, consumer demos, and collaborated with retailer marketing teams for awareness campaigns.
- Attended trade shows and events, supporting brand partners and driving visibility.
- Managed documentation for new items, promo calendars, and compliance at retail.
Midwest Regional Sales / Field Merchandiser
Garden of Flavor
02.2019 - 11.2021
- Supported 55 stores in IL and WI including Mariano’s, Heinen’s, Metro Market, and Pick n Save.
- Achieved 38% sales growth in year one, followed by 20% growth in year two.
- Handled store resets, inventory corrections in CAO, shelf merchandising, and demo planning.
- Maintained strong relationships with store management and vendor partners.
- Maintained communication and resolved Brand Ambassador issues onsite.
- Supported planogram resets and shelf audits as directed by corporate.
Merchandising Execution Team Associate
Serv-U-Success
10.2011 - 02.2018
- Traveled throughout IL, MI, WI, and IN supporting Meijer stores with merchandising resets, inventory, and store openings.
- Promoted from in-store merchandiser that was managing and ordering KeHE skus for two locations to regional merchandising execution team.
- Managed over 4,000 SKUs per store, maintained shelf inventory accuracy via CAO system.
- Communicated directly with store and project managers to ensure seamless execution.
Regional Merchandiser
Kelloggs Snacks
07.2007 - 06.2011
- Managed product inventory and merchandising at Walmart, Target, Meijer, Jewel-Osco, Woodman's, and other major retailers in the Southwestern Suburbs of Chicagoland.
- Conducted regular rotation, restocking, and merchandising resets.
- Maintained retailer relationships and ensured planogram compliance.
Property Management Office Administrator
Associa
06.2004 - 07.2007
- Oversaw front-desk operations and administrative support for a 23,000 sq ft clubhouse serving 900+ homes.
- Coordinated homeowner communications, event registration, recordkeeping, and facility rentals.
- Assisted in planning and execution of community events including movie nights, holiday parties, and seasonal festivals.
- Maintained confidentiality, organized office files, and ensured smooth day-to-day facility operations.
Education
Some College (No Degree) - Fashion Merchandising & Design / Marketing
Joliet Junior College
Joliet, ILSkills
- Strategic Sales Management
- Account Development & Expansion
- Distributor & Broker Relations (KeHE, UNFI, Lipari)
- Brand Launch & Placement
- Trade Show & Event Representation
- Promotional Planning & Execution
- Field Merchandising & Retail Execution
- Category & Assortment Strategy
- Data Analysis (NetSuite, CAO systems)
- Organic & Natural CPG Expertise
Timeline
Territory Sales Manager – Chicago Region
Gourmet International
02.2025 - Current
Midwest Regional Territory Manager
ILevel Brands
11.2021 - 06.2024
Midwest Regional Sales / Field Merchandiser
Garden of Flavor
02.2019 - 11.2021
Merchandising Execution Team Associate
Serv-U-Success
10.2011 - 02.2018
Regional Merchandiser
Kelloggs Snacks
07.2007 - 06.2011
Property Management Office Administrator
Associa
06.2004 - 07.2007
Some College (No Degree) - Fashion Merchandising & Design / Marketing
Joliet Junior College
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