My Journey as a Retail Sales Lead at Kellanova
By Madeline Kastel
Growing up, Kellanova brands like Rice Krispies Treats, Cheez-Its, and S'mores Pop-Tarts were a big part of my life. Today, it's meaningful to represent these brands professionally. I love this role because each day is different, and I get to interact with so many people.
A Day in the Life of a Retail Sales Lead
One of the best parts of this role is that every day is different. At its core, it’s about being strategic, analyzing data and trends, and building strong relationships with all of our customers. My main client is Walmart, and I travel to different stores across Michigan each day, driving a few thousand miles a month to ensure our products have a strong in-store presence.
Each morning, I start by checking my iPad, which gives me my assigned route for the day. Our dynamic routing system updates daily based on high-priority stores, so I always focus on the highest-value locations in my area. Once I arrive at a store, I start with a perimeter walk of the grocery section and seasonal area, looking for safety hazards or opportunities to improve our product displays. Then, I check on inventory and perform a “perfect shelf”—ensuring everything is where it should be and looks its best.
Walmart’s Volt app is another helpful tool. I can scan barcodes and check inventory in real-time, which makes it easy to discuss stock levels and potential adjustments with store managers on the spot.
I also focus on selling additional products and growing Kellanova’s presence in stores. For example, I might introduce store managers to our latest innovations and new flavors of Pringles or Cheez-Its, showing them data from our systems that highlights why these items would perform well. I’ve sold a variety of our brands and helped set up displays. I really enjoy this part of the role because I get to see the immediate impact of my work, from arranging products on the shelves and increasing sales to building displays of products that our customers love.
“One of my favorite moments happened while I was setting up a limited-time-only display for Club Mini Cinnamon Sugar crackers. As I was finishing up, a lady walked by, took a look at the display, and asked what they were. I told her they were new and only available for a short time. She ended up grabbing a couple of boxes right then! Moments like that are the best because you can see how our displays really do make a difference.”
Digging Deeper Into the Data
While being hands-on keeps me connected to our products, data provides the insight I need to optimize their performance. Kellanova provides me with store performance data, broken down by category and SKU, allowing me to identify what’s working and make adjustments as needed. With data modeling tools like Tableau, I can analyze trends and find strategic solutions to help each store reach its potential.
If, for example, Cheez-It Family Size Original is lagging in sales, I can dig into the numbers and figure out how to adjust our approach to boost its performance. This role is about so much more than just sales–as Retail Sales Leads, it’s up to us to find creative solutions to ensure our customers reach their goals, too!
Inventory accuracy is a huge part of this—catching and addressing “phantom units” ensures our brands stay visible and accessible to customers. This balance of data and on-the-ground strategy allows me to make a tangible impact in each store I visit.
It’s All About the People
While this role is highly data-driven, at the end of the day, it’s all about people. From participating in Walmart grand reopenings—sometimes even having our beloved mascots, Mr. P and Ched-Z, in attendance—to engaging with customers in the store, I’m proud to represent Kellanova and connect directly with our audience.
Building strong relationships with store managers and staff is essential. These connections foster trust, making it easier to pitch new products, address issues, and maintain well-organized displays. By consistently showing up, building rapport, and collaborating on solutions, I can create a lasting impact for Kellanova in each location.
I also work closely with other Kellanova teams, like the Sales Solutions team and Account Analysts who support and visit us in the field. Together, we share insights that strengthen our partnerships. I’m fortunate to have built a strong professional network surrounded by leaders who genuinely support my success.