Bob’s Red Mill is an employee-owned company based in Portland, Ore. that markets high-quality baking flours, whole grains, oats, and other unprocessed foods.
Food & beverage
Vice President of Sales
The length Noto Group went to understand the challenges and nuances of this hire
125 cultivated, 33 screened, 13 recommended, 3 finalists, 1 hired
78 days
For its Vice President of Sales, Bob’s Red Mill wanted a disrupter who could push the boundaries of the business. The company was on a path toward ambitious growth and was looking for a leader who could successfully transform the sales team as it sought to double its consumer base by 2030.
The ideal candidate needed large consumer packaged goods (CPG) experience combined with a start-up mentality. The person needed to be highly innovative with the skills required to increase sales effectiveness. It was also important that the candidate bring experience in both conventional and natural food space.
“As a growing CPG brand, it was vital we found someone who loves our brand and who also had experience with big CPG,” said Trey Winthrop, Chief Executive Officer at Bob’s Red Mill. “This was a big change for us, and we needed just the right attitude—specifically, respect for our past and big ideas for our future.”
--Trey Winthrop, Chief Executive Officer, Bob’s Red Mill
Perhaps most importantly, the person needed to win the trust of Bob’s Red Mill’s existing sales organization, while working to expand the team’s knowledge. “Finding someone who had all the right qualities along with the personality to take over a team run by the same person for 25 years was a tall order,” said Tami Bumiller, Noto Group’s Principal Search Consultant in charge of this search. “The outgoing VP of Sales was retiring; she was well-loved throughout the organization, and we knew it would be difficult for anyone to step into her shoes.”
Noto Group helped Bob’s Red Mill with all aspects of this job search—from fine-tuning the job description to finding and pre-screening candidates to consulting on the offer package and checking references.
The executive search firm presented candidates with a variety of experience including startup, large, and international CPG experience. After Bob’s Red Mill decided on three candidates, Noto Group helped the company prepare for each of the finalists’ onsite visits, which included the presentation of a project and a full day of interviews.
--Ally Borozan, Chief Growth Officer, Bob’s Red Mill
“Noto Group asked questions and listened, they provided advice and input, and they pushed for a range of candidates to make sure we truly understood what we wanted versus what we thought we wanted,” said Ally Borozan, Chief Growth Officer at Bob’s Red Mill. “They were able to read between the lines, which is what we needed for this hire.”
After a two-and-a-half-month search, Jason Krzewinski was selected as the new Vice President of Sales. Krzewinski served as Vice President of Sales at Crystal Farms Dairy Company, where he worked to create a best-in-class sales department by improving processes and creating a culture of accountability. His 25-year background also includes sales leadership roles at Jonny Pops, Harvest Hill, and Nestlé.
“Jason had everything Bob’s Red Mill wanted—from startup to big CPG experience, both conventional and natural food experience, category management, innovation, and sales leadership,” said Bumiller. “And he’s been an athlete his whole life, even playing as a football player for the University of Wisconsin. You want that in a sales leader; you want someone who’s competitive and knows how to win.”
Already, Krzewinski has established himself as a persuasive leader focused on expanding Bob’s Red Mill’s market presence, and he has racked up an impressive list of accomplishments. “Our new sales leader has made a profound impact on our day-to-day business—from driving sales team performance, to building customer relationships, to driving our future vision,” said Borozan. “After just five months, we’ve met or exceeded every milestone for our sales transformation.”
Borozan said Bob’s Red Mill has come to see Noto Group as both a partner and an extension of their team. “Noto Group’s work was top notch and a home run on one of the most challenging hires during one of the most challenging times for our company,” she said. “Tami and Noto Group really know the experiences, personalities, the nuances that go into building a strong team. They’re truly invested in the growth of our company—and with reach role, the relationship continues to grow.”
