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Breadth of experience includes: P&L management, product portfolio development, quantitative/financial analysis, contract negotiation, and leading cross-functional project teams in manufacturing organizations. Marketing and sales acumen over the past 20 years encompasses: launching 17 new products; creating 41 strategic marketing plans and budgets; developing 32 advertising and direct mail campaigns; conducting 46 nationwide market research studies; reviewing/auditing 208 marketing plans, and teaching 54 graduate-level university marketing classes. Proven ability to quickly understand the competitive situation and needs of the market, and then define and execute marketing strategies that increase growth and enhance profitability. Additional strengths and capabilities include:
Selected Accomplishments ► Repositioned an industrial product that supported a 50% increase in price and resulted in a 70% increase in margins. ► Led a multi-functional task force that won a major federal contract for the first time in company's history. This achievement followed 15 years of unsuccessful attempts by other executives. ► Conceived successful trade show promotion that attracted more than 40% of conference attendees to company's first exhibit. ► Developed through extensive market research a new product definition that increased sales by 20% in its first year following introduction. ► Doubled company’s budgeted growth for revenue and profitability of product line by implementing a creative pricing strategy. ► Started affinity marketing programs that reached 3 million+ targeted consumers nationwide. ► Acquired and introduced a financing plan for consumer purchases that immediately increased sales up to 20% at participating retail locations. ► Reorganized a telemarketing operation, cutting costs approximately 15% and increasing sales over 60% within a 6-month period. ► Negotiated targeted price increases for the first time in 6 years with key national accounts ► Wrote 41 winning comprehensive marketing plans that included complete situation and competitive analyses, tactical action plans, sales forecasts, and budgets. ► Conducted 46 qualitative and quantitative market research studies to determine market share and positioning, test new products/marketing strategies, explore new markets, and understand buying criteria. ► Managed development, testing, and introduction of 17 new product lines, including the investment and cash flow analyses required to justify product development. ► Created and sold to key national accounts an automated purchasing program that locked out competitors, decreased costs, and increased sales to participating accounts up to 150%. ► Achieved a 15% market share within a single year and exceeded targeted profitability while launching a competing product into an unfamiliar market. Professional Experience
(Marketing management consulting & training company)
Senior
Marketing Strategist – Primary duties focused on working closely with senior
executives at diverse business clients to develop viable marketing and business
development strategies/plans. Managed advertising, direct mail campaigns,
collateral production, exhibits at association meetings, and all other marketing
functions. Responsible for conducting market research, competitive intelligence,
pricing, new product launch and marketing communications projects for clients.
Led client marketing strategy, re-branding and repositioning team, including
supervising creation of corporate ID package, advertising, collateral, direct
mail and other creative materials as well as media plan and budget. Designed,
built, and provided content for 2 corporate marketing websites. Produced,
promoted, and conducted 2 marketing seminars: Frugal Marketing and
Marketing for Non-Marketers. Authored several white papers (available
upon request), including Ten
Tips for Successful Television Promotions, Successful Promotion
Strategies for Radio Stations and Their Advertisers, Direct Marketing’s Digital
Frontier: Best Practices to Profit from New Media and Microsegmentation:
The Key to Relevance.
(Commercial Mortgage Brokerage firm) Director of Sales and Marketing – Managed advertising, direct mail campaigns, collateral production, participation at association meetings, meeting with prospects/clients and all other sales and marketing functions. Created and maintained database of funding sources and their investment criteria. Designed, built and provided content for one of the first commercial mortgage marketing web sites. Designed and authored newsletters for potential clients and referral sources.
(A $100 million manufacturer of hearing aids, batteries and hearing diagnostic instruments with over 400 dealers in 50 states and distribution worldwide)
Marketing
and Sales Manager, Special Instruments Division –
Directed all marketing functions, with P&L
responsibility for 5 product lines that contributed to over half of the
company's profits. Responsibilities included sales management for audiometer
sales to healthcare professionals through distributors in the U.S. and Canada.
Managed all marketing efforts for hearing aid batteries, impression material,
and 2 hearing aid lines sold to consumers through retail hearing aid dealers.
Introduced 8 new and service. Chaired cross-functional project teams and
committees, initiated a managed healthcare national account marketing program.
Additionally, directed market research studies, participated in corporate
strategic planning effort, and negotiated substantial sales, purchasing,
licensing and other contracts. Managed 3 direct reports.
(Manufacturer of precision rollers used by Fortune 100 manufacturers in such industries as printing, packaging, metal coating/decorating, and office equipment) Marketing Services Manager – Primary duties centered on overseeing market research, competitor intelligence, and sales analysis/forecasting functions. Managed company's advertising program, which included direct mail, magazine advertising, collateral materials, multimedia presentations, and telemarketing. Initiated international marketing effort and participated in committees for strategic planning, sales force training/compensation, and sales/shop order computerization. Launched 6 new products/services. Supervised 6-8 direct reports.
Education and Professional Development
MBA, Marketing,
Kellstadt Graduate School of Business,
De Paul University, Chicago, Illinois BS, Management, magna cum laude, College of Commerce, De Paul University, Chicago, Illinois Electronics Engineering Technology – College of Lake County, Grayslake, Illinois Professional Selling Skills – Xerox Corporation Current Faculty Member Teaching Graduate-Level Marketing, University of Phoenix |
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