The Listening Leader

12/6/2015

Some high-level sales executives reached their positions by knowing from the beginning what they wanted their career path to be. But others, like The Coca-Cola Co.’s Jay Ard, vice president of national sales, convenience retail, did not expect to end up where they did.

“Honestly, it was a total surprise,” Ard said, recalling the beginning of his sales career. “I started with the company as a sales helper in 1979 and fell in love with the work, the people and the culture. Other than a few part-time jobs before, The Coca-Cola Co. is the first and only company I’ve ever worked for and I’ve loved it.”

The 2015 Convenience Store News Hall of Fame supplier inductee has since spent 37 years with the beverage company. Ard also serves the overall convenience store industry as vice chair of the NACS Supplier Board and is part of the Research Committee, the NACS Research Council and the NACS Coca-Cola Retailing Research Council. He initially joined the Rainwater Coca-Cola Bottling Group, an independent Coca-Cola bottler, and eventually held positions with Coca-Cola Enterprises and Coca-Cola Refreshments as he worked his way up the ranks as supervisor, sales manager, sales center manager, and area manager for the Florida Panhandle. Other roles included area vice president for South Louisiana, general manager of the Gulf States Division and general manager of the Florida Division, before assuming his current vice president position.

At the beginning of his career, Ard took his first job because “I was young and needed a job and Coca-Cola was the best option,” but as his skills and appreciation for the work grew, so did the business itself. Back then, the company had just four brands: Coca-Cola, Tab, Fanta and Sprite. Today, it has more than 700 products available in North America.

“That fact alone has changed everything we do from ordering and marketing to delivery and warehousing,” he said. “I’m also amazed by the new technology and innovations in the convenience retail space that can benefit our retailers and ultimately our consumers.”

The years haven’t been without their difficulties, though. Along with the usual growing pains prompted by change in the industry, Ard faced a number of individual challenges. Two of the biggest ones were adjusting to change after the family-run bottler he worked for was sold to Coca-Cola Enterprises in 1986, and coping with four hurricanes in a single year when he first became general manager of the Florida Panhandle. Transparency, making sure to consistently do the right thing and listening to his team were the keys to helping him through these times.

Now a sales veteran, listening is the exact thing that Ard advises the next generation of industry leaders to do.

“Build a listening organization and make sure there are strong communication channels up and down the ladder,” he said. “As a leader, assume 51 percent responsibility as a listener and 49 percent as a communicator. It’s OK to have tough conversations. Be a teacher and a learner.”

Equally important is remembering that as a leader, it is never about you and it is always about everyone else. “It’s important to be humble, listen to your team and challenge bureaucracy. I’ve learned that your learning zone is just beyond your comfort zone,” Ard said.

This capacity for listening and learning has led Ard to other achievements, such as the 1997 President’s Trophy, which Coca-Cola awards to the top-performing sales division each year for overall quality and results. Other accomplishments Ard is most proud of include the opportunities he’s had to positively impact so many team members over the years.

As he looks toward the future, the Hall of Famer sees a c-store industry where foodservice continues to evolve and suppliers continue to innovate in order to help store operators meet the changing needs of consumers.

“In my opinion, the next generation of convenience stores looks much more like quick-service restaurants than in the past,” he said. “I’m looking forward to helping our retailers capitalize on this trend to meet the needs of their customers.”

Although Ard and his wife Tammy, who have four children living nearby in the Atlanta area, are expecting their fourth grandchild, he has no plans to slow down as he approaches a career milestone at Coca-Cola.

“From a career perspective, I am looking forward to my 40th anniversary with the company, continuing my involvement with the NACS Supplier Board and strengthening all of the great friendships that I have made along the way,” he said.

“I’ve learned that your learning zone is just beyond your comfort zone.”

“Build a listening organization and make sure there are strong communication channels up and down the ladder. As a leader, assume 51 percent responsibility as a listener and 49 percent as a communicator. It’s OK to have tough conversations. Be a teacher and a learner.”

X
This ad will auto-close in 10 seconds