FOUNDER TO THE PROFILE
Vernon A Lomba
Distribution Manager, Coca-Cola Beverages Northeast
“I will never ask of you what I dint think you can do or something I wouldn't do.”
About
Vernon began his career directly out of high school as an Order Builder in the warehouse at the Providence Sales Center. Through hard work, dedication, and a commitment to continuous growth, he progressed through several roles within the company, gaining valuable experience across warehouse operations, sales, merchandising, delivery, and distribution.
As a Large Store Merchandiser, Vernon served as a liaison between grocery managers and account managers, developing strong relationships that supported sales and customer service. After earning his commercial driver’s license, he transitioned to a Delivery Driver role, where he worked directly with local store managers and owners to strengthen customer relationships while maintaining reliable, on-time deliveries.
Vernon continued expanding his knowledge of the business by serving in several additional roles, including Account Manager and Reset Specialist. His broad operational experience eventually led him to the Needham Sales Center, where he became a Distribution Supervisor. In this position, he was responsible for training and developing drivers, collaborating with sales teams to support on-time deliveries, and serving as a key liaison among sales, drivers, and customers.
Vernon was later promoted to his current role as Distribution Manager. Today, he continues to develop supervisors and delivery drivers while collaborating closely with warehouse operations, route planners, and sales teams. Drawing on the knowledge and experience gained throughout his career, Vernon helps ensure routes are cost-effective, deliveries remain on schedule, and customer satisfaction stays at the center of daily operations.
Key Areas Of Focus
- 01. BeverageDistribution
- 02. DSD Route Planning
- 03. Team Building
- 04. Leadership
IN HIS OWN WORDS
The Q and A
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01
What do you attribute your success to?
Hard work with a "Roll up your sleeves" mentality. Always open to learning new processes and ways to innovative distribution with modern technology and development of policies for best practices.
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02
What’s the best career advice you’ve ever received?
"Never be afraid to make a decision. You will never learn what the correct one is unless you aren't afraid to make any type of decision." - Wayne A. Martins
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03
What advice would you give to young men entering your industry?
I believe that in business, your educational background or where you come from does not define your potential. When you demonstrate dedication, a willingness to learn, and the courage to step up as a leader, opportunities can present themselves. I am proof that not having a college degree does not determine your value or your qualifications. With hard work, perseverance, and a commitment to growth, any young person can build a career and excel in their chosen field
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04
What are the biggest challenges or opportunities in your field right now?
The biggest challenges in my industry at the moment would be changing mindset and understanding that we are distribution company as well as a sales driven business. Competing in a market with various ways for businesses to purchase products where online marketing and purchasing is widely available we need to make sure our customers know there is a reason why we rank so high with customer service and at the sametime run our business and be as cost effective as possible with routing to avoid excess cost.
Hiring the next generation of delivery driver in an age where people jump from job to job has become a challenge. Bringing in people who want to make a career and grow within our company is part of my main focus. I want every person I hire to understand that there is room to grow and develop much like I have over the last thirty three years. I embrace new technologies that can improve business and delivery as well as continuously bring Coca-Cola Beverages Northeast to the forefront and make us the top distribution operations within our territory. I have visited other facilities to see their day to day operations and try to implement their best practices into my routines here in Needham.
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05
What values are most important to you in your work and personal life?
“My goal is to build a team of people who are hardworking, honest, dependable, and confident enough to speak their minds. I may not always agree with what someone has to say, but I believe a strong leader must be willing to listen, especially when the message is difficult to hear.
Change is inevitable, so I also look for individuals who are adaptable and willing to take on new challenges. Hard work and loyalty have been part of who I am since a young age, and those are qualities I value in the people I hire and develop.
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