Adria Smith Schroff

About Adria Smith Schroff

With nearly a decade of experience in sales and channel strategy, I bring a unique blend of big-company discipline and entrepreneurial agility. At Newell Brands, I worked across iconic, household-name brands like Rubbermaid, Coleman, Contigo, and Sistema—building a foundation in cross-functional partnership, customer-focused storytelling, and scalable brand execution.Today, as Sales Director at Raw Sugar Living, I lead strategy and execution for the Drug Channel and Canada, helping grow a fast-moving, mission-driven brand. I’ve driven meaningful distribution gains, supported successful category expansions, and helped establish a strong footprint in Canada through collaborative retailer partnerships and data-driven storytelling. I’m passionate about blending strategic thinking with entrepreneurial problem-solving to deliver sustainable growth and build brands consumers love.

Experience

1. Sales Director

   Raw Sugar Living

   Feb 2023 — Present

   Lead commercial strategy, execution, broker management, and full P&L ownership for the Drug Channel (CVS, Walgreens, Shoppers Drug Mart) and the Canadian market, driving growth, operational excellence, and cross-functional alignment for a fast-scaling, entrepreneurial beauty & personal care brand.Key Achievements & ResponsibilitiesGrew the Drug Channel into one of the company’s highest-performing sectors, delivering double-digit growth and driving strategic gains across CVS, Walgreens, Shoppers Drug Mart, and TJX.Delivered +45% YOY growth at CVS, fueled by promotional optimization, targeted distribution expansion, and strong buyer partnerships.Launched Raw Sugar Living into Canada with 15+ bilingual SKUs, navigating tariffs, regulatory compliance, pricing strategy, and operational complexities to establish a scalable, profitable foundation.Strengthened distribution and revenue by securing incremental shelf space, new item authorizations, and exclusive offerings tailored to retailer and category strategies.Owned full P&L accountability for Drug & Canada, including forecasting, annual planning, trade investment strategy, margin management, and financial risk mitigation.Led enterprise-wide E&O strategy, building a consolidated inventory view, establishing guardrails for liquidation partners, and protecting topline while minimizing liability.Managed external broker partners to ensure aligned execution, clear KPIs, and consistent communication across territories—improving retailer coverage, speed to market, and sales performance.Trusted cross-functional leader, partnering daily with Marketing, Operations, Finance, Supply Chain, and Senior Leadership to deliver go-to-market plans, manage pipeline, and hit internal targets.

Education

• Georgia Southern University

  Bachelors of Science, Psychology

Skills

• Sales
• Event Planning
• Facebook
• Customer Relations
• Customer Service
• Time Management
• Social Networking
• Social Media Marketing