Dom Eliseo

Entrepreneurial by nature and a proactive thinker who enjoys exceeding expectations spanning over 20 years of corporate and personal business experience. With my engaging leadership style, ability to motivate, build teams of strength and trust combined with my natural relationship skills, I have a history of achievements both personally and professionally.

• Leadership & Management
• Sales & Marketing
• Personal Attributes
• Commercial Acumen
• Lead by example
• Built long-term trusted relationships
• Converting vision and strategy into action
• Ability to engage and navigate change
• Aligning strategy, people, processes and systems
• Team development
• Customer needs and category orientated
• Sales strategic thinker
• Multiple customer knowledge / insights
• Research investigation & evidence base driven
• Forecast integration and alignment
• Results driven, action / outcome orientated
• Proactive, dynamic and can-do attitude
• Collaborative relationship builder
• Innovative problem solver
• Financial management
• Building planning and implementation
• Forecast and Budget management
• Project management
• Business and trading terms negotiation, contract management

• Director at Roar Sugar Group, 2022, Current, Awarded exclusive distribution of Dr Wolff suite of products Australia wide. This includes the caffeine range of haircare products under the Alpecin and Plantur brands. We successfully launched Feminine Hygiene products into the Pharmacy channel under the V-San brand. Responsible for the end-to-end commercials, supply and logistics to all customers including but not limited to Chemist Warehouse, Priceline, Chempro, API, CH2, Woolworths, Coles and Independent Retailers nationally. Responsible for The Yummy Kitchen Co range of cakes and slices sold into Coles and Independent Retailers nationally. Since taking over responsibility for the range over the last two years we have achieved a 28% increase in sales during this time. Working with a South Australian Bakery manufacturer to develop and execute a strategic business plan inclusive of commercial and manufacturing pillars allowing them to profitably diversify their sales base and open new sales channels. The plan also incorporates reducing complexity within their business operations and providing growth seamless to their strengths.
• Chief Sales & Marketing Officer of HS Fresh Food, 2020, 2022, I successfully negotiated being awarded the sole producer/supplier of Woolworths Deli Kits in 2020. The supply of this range was previously shared between two suppliers. Through commercial negotiations and developing a clear business strategy, Woolworths awarded full supply to HS Fresh Food. This contributed $12M in sales revenue. Integral in gaining additional core salad ranging with Woolworths during the 2020/2021 tender process. We achieved incremental ranging of Potato Salad into QLD & WA along with Pasta Salad in WA. This delivered an additional $8M in sales revenue. Successful in gaining product ranging of the Sunfresh brand of Deli salads into Western Australia in 2020. This was the first time the brand had ever been ranged in that state. Reported directly to the CEO of HS Fresh Food and presented to the Board on a quarterly basis. I have the capability to communicate across all levels of management both internally and externally.
• Head of Sales & Marketing at Sunfresh Salads, 2016, 2022, I played an instrumental role in growing the supply territory from predominantly SA only to include VIC & NSW with ranging across multiple retailers in each state. Increasing sales revenue by $21M in approximately 4 years at Sunfresh Salads. This was achieved by increasing SKU ranging and distribution in WW and Coles. In one category review with Woolworths in 2019, we achieved an incremental 16 SKUs in distribution which delivered an additional $9M in sales revenue. Collaborated across all levels of Woolworths and Coles Buying (Commercial and Private Label), Product Development, QA and Supply Planning departments. Sunfresh Salads was nominated as FoodCo supplier of the year in both 2018 and 2019. Achieved Sunfresh branded salad ranging in Coles SA (predominantly Coles brand only)- with 8 SKUs which delivered an incremental $1.5M in sales revenue. Relaunched the Sunfresh brand in 2016 which involved developing new product labels and creating consistent brand assets across all sub-brands. This assisted in achieving incremental ranging across multiple retailers. Preferred supplier status in Independents across SA & VIC including increasing distribution in the Service Deli with bulk salads. Achieved ranging of Sunfresh branded salads in Coles VIC & NSW as part of their Grab & Go initiative. This delivered incremental ranging in 84 stores and +450K in sales revenue. Managed the Product Development Team as well as Sales/Tele-sales teams to achieve distribution targets (13 staff) this delivered an additional $220K in sales through independent retail only. Worked with Deloitte and was instrumental in creating the Information Memorandum (IM) that was used in the M&A process that saw Sunfresh Salads merge with Houston’s Farm to create HS Fresh Food. Was the main contact during the sales/merger process and presented to several organisations and private equity companies that were interested in acquiring/merging with Sunfresh salads.
• National Business Manager at San Remo Macaroni Company, 2003, 2016, I played an integral role in launching San Remo Dry Pasta into the United States in 2014. This included presenting the business opportunity to the Wholesale Distribution to achieve product ranging. Developed the initial product offer along with 3-year plan to achieve ranging in this market. Launched Monjava and Brasilia coffee brands into Metcash nationally including the Nespresso compatible coffee capsule segment. Launched and steered Balfours Bakery to secure national ranging in Metcash in the Frozen Savoury and Sweet categories in 2013. Negotiated the national ranging of Balducci Dry Pasta into National Metcash in 2010 at the expense of a competitor brand. I successfully increased Gluten Free Dry Pasta market share for San Remo through the implementation of the ‘Optimal Layout’. Within a 24-month period dollar share of category increased from 4.2% to 8.7% through improved product ranging and shelf management execution. Developed and secured a major Bakery Private Label contract in ALDI in 2013. Negotiated national ranging in ALDI of a Balfours branded Frozen Savoury SKU for autumn and winter 2013. I negotiated a major Private Label biscuit contract with ALDI for 2016 with a minimum contract period of 2 years. I secured contracts with Aldi across Dry Pasta, Biscuits, Chilled Meals, Frozen Savoury, Fresh Savoury and Fresh Sweet categories (banded & private label). Since becoming responsible for the National Metcash Account in 2006, I increased turnover from $32M to more than +60M whilst achieving trade spend budget. This growth is attributable to closing distribution gaps across the categories and developing a shelf management and promotional programme that focuses on growth segments delivering both Metcash and San Remo improved profitability whilst being consumer focussed. Negotiated the payback of straight monies claimed by National Metcash with the acquisition of Franklins Supermarkets in 2011. Implemented and negotiated the launch of San Remo Frozen Meals and San Remo Frozen Gluten Free Pasta into Metcash in 2014. This allowed us to pursue an opportunity to launch standard frozen pasta meals within Metcash in the second half of the year. Through correct ranging, shelf management and promotional execution, we achieved market leadership in Dry Pasta, Convenience Snacks, Fresh Noodles and Rice Crackers in Metcash nationally. San Remo P/L Dry Pasta dollar share in excess of 86% in National Metcash from 2010 – 2016. Our brands overtraded with Metcash in all categories in which we compete when compared with Coles and Woolworths. Developed the ‘Optimal Layout’ in Dry Pasta and Convenience Snacks to ensure profitable segments within these categories outperformed Coles & Woolworths. Multi Store Owners along with independently owned stores across the country implemented these layouts. Successfully launched Balducci Extra Virgin Olive Oil in Metcash in 2012. Achieved and maintained a +16% dollar share for Monjava coffee capsules in National Metcash 6 months after launch. Identified and closed a category gap, which returned $2m in sales for Fresh Pasta in National Metcash in 2008. Secured and maintained a CousCous contract in ALDI, which grew their like for like sales by 20% in the first year. Worked closely with Multi Store Owners on shelf management activations, which delivered ‘Category Captaincy’ in Dry Pasta, Convenience Snacks, Rice Crackers and Fresh Pasta & Sauce. We were also involved in all other planograms for categories in which we compete. Sales growth achieved over the last 10 years that saw us achieve top 20 Food Supplier status to Metcash. Collaborated with Metcash on Speed to Market initiatives that allowed independents to launch prior to Coles & Woolworths. Latest example was Fantastic Goodies Rice Crackers with Metcash achieving a 21% share of market compared with a category average of 17%.