VP MARKETING & SALES
Startup, Turnaround, and High Growth Environments
Passionate, dynamic executive with 15 years of progressive marketing and sales experience within global Fortune 500 and entrepreneurial companies. Expert qualifications in identifying and capturing market opportunities to accelerate expansion, increase revenues, and improve profit contributions. Directed marketing, product management, business development, and sales organizations. Outstanding record of achievement in startups, turnarounds, new market entry, international expansion, and developing and launching best-in-class products. Experience in both branded and OEM/private label products, as well as B2B and B2C. MBA in Marketing. Areas of expertise include:
Profit & Loss (P&L) Management/Revenue & Profit Growth/Revenue & Profit Improvement/Global Strategic Planning/New Product Development/Global Product Launch/Consumer-Driven Innovation/Product Roadmap Definition/Strategic Partnerships/Competitive Market Intelligence/Multicultural Team Leadership/Training, Coaching & Mentoring/Global Matrix Management/Brand Building
SELECTED ACCOMPLISHMENTS
• Conceived, developed, commercialized and launched two breakthrough electronic label printer product lines:
- The RHINO product line at DYMO, targeted at industrial end-users and applications.
- The LABPAL product line at Brady, targeted at healthcare/medical end-users and applications.
• Built and led entirely new strategic business unit at DYMO from the ground up:
- Created RHINO industrial brand and raised brand awareness from 0% to 36% in 18 months following launch.
- Grew global sales over 30%+ per year between 2004 and 2008.
• Initiated and negotiated contracts with strategic OEM/private label partners resulting in over $4MM in sales.
• Excellent growth trend, high profitability and innovative product pipeline helped DYMO (private equity owned) attract and be acquired by Newell Rubbermaid in 2005 for $730MM, realizing private equity investors more than double their investment (made just 3 years prior).
• Led development of next generation IP-protected product roadmap that will replace current products (patents expiring); responsible for more than 50% of DYMO’s total gross profit.
PROFESSIONAL EXPERIENCE
NEWELL RUBBERMAID - TECHNOLOGY DIVISION, Stamford, CT 2003 to March 2009
DYMO is a $300 million global innovator, manufacturer and marketer of on-demand label printing solutions. Acquired by Newell Rubbermaid in Nov. 2005, a $6 billion+ global marketer of consumer and commercial products.
Global Marketing Director, DYMO, 2008 to March 2009
Promoted to lead DYMO’s top 2 strategic initiatives and largest, most profitable business. Reported to President with full P&L responsibility for $200MM label maker business that generated $44MM in operating profit.
• Led global team of up to 16 marketing and product management professionals; oversaw portfolio of 3 businesses serving broad distribution networks; managed budget of $30MM+.
• Implemented new processes for Consumer-Driven Innovation; defined next generation product roadmaps across businesses; accelerated over 10 new market-driven products into pipeline to protect 50%+ of DYMO’s operating income from expiring patents and retain 30%+ vitality rate.
• Defined next generation product roadmaps across businesses by identifying market problems and solving them with technology; gained deep understanding of consumer insights by on-site observations, one-on-one interviews, surveys, focus groups and other market research tactics and tools.
• Grew global sales of RHINO from $15.8MM to $20.5MM while increasing gross margin +5 points, +30% growth versus ‘07; delivered profit above budget and expenses below.
• Delivered +10% improvement in operating income by driving productivity initiatives, VA/VE, cost containment and restructuring activities.
Global Business Unit Director, DYMO, 2005 to 2008
Promoted to lead global industrial business unit based on successful growth in North America. Reported to President with full P&L responsibility for $15.8MM RHINO business. General management responsibility with full ownership of P&L, business plans, developing and executing marketing and sales strategies, product definition, new product development and roadmaps.
• Built and led global team of up to 24 marketing, product management, business development and sales professionals (including 2 directors); managed budget in excess of $3.5MM.
• Increased global sales from $5.3MM to $15.8MM in three years with gross margins in excess of 50%; +68% growth (’05); +47% (’06); +34% (’07).
• Spearheaded the global definition, development, commercialization and launch for new range of RHINO products; delivered all products on-time and within budget; drove many innovation firsts which were integrated into other platforms across DYMO; led market research, focus groups, interviews, expert panels, beta testing and all marketing collateral, sales tools, training and presentations; received Product of the Year Awards.
• Scaled up and trained high performance marketing and sales team; secured strategic distributors in new and existing markets including electrical, voice/data, security, pro A/V, industrial/MRO, home improvement and medical; displaced market leader at leading customers.
• Raised brand awareness on RHINO to over 45% and perception on critical attributes to equal market leader by developing and executing integrated marketing campaign.
• Managed strategic partnerships with 5 OEM/private label partners in Europe resulting in over $2.5MM in sales; key partners included Tyco Electronics, Schneider Electric, Legrand, Robur (Greenlee) and Grafoplast.
• Accelerated expansion of RHINO into Europe by assembling marketing and sales team, launching new products with revised sales and marketing strategy and exploiting cross-divisional synergies within Newell Rubbermaid; increased sales +33% within first 12 months.
Business Unit Director, DYMO, 2003 to 2005
Recruited by Worldwide SVP, Marketing and Sales to lead company’s growth initiative and establish a startup industrial business unit in North America. General management responsibility with full ownership of P&L, business plans, developing and executing marketing and sales strategies, product definition, new product development and roadmaps.
• Hired, trained, managed and motivated 4 marketing and sales professionals that drove revenue growth from $0 to $3MM in 2004 (+67% budget) through a combination of new RHINO branded products and OEM relationships.
• Developed business plan for startup, identified market requirements, defined product roadmap and commercialized and launched new category of RHINO branded label printers; received Product of the Year Awards.
• Established distribution within voice/data, IT/computer, industrial and medical markets, including Tech Data, Ingram Micro, CDW, CSC, Grainger, MSC, Allied Electronics and Cole-Parmer; built partnership with Thomas & Betts, negotiated OEM contract and grew sales to $1MM during first year.
• Created RHINO brand and raised awareness from 0% to 36% in 18 months by developing and executing integrated launch campaign including targeted print advertising, press tours, shows and events as well as a variety of guerrilla marketing tactics.
BRADY CORPORATION, Milwaukee, WI 1995 to 2003
$1.5 billion international manufacturer and marketer of complete solutions that identify and protect premises, products and people. Its products include high-performance labels, safety devices, printing systems and software.
Product Manager/Business Unit Manager, 1999 to 2003
Project Engineer, 1995 to 1999
Engineering Intern, 1992 to 1994
Selected by VP of Marketing to lead Brady's most strategic growth business, Global Portable Printing Systems, and to help drive a consumer-driven/market-driven organization via a deeper understanding of consumers/end-users. Managed 4 direct reports with P&L responsibility for $24MM global business.
• Developed and executed growth strategies, market research, new products and strategic partnerships increasing global sales +67% to $40MM in 3 years.
• Led the worldwide development, commercialization and launch of the ID PAL Labeling Tool, resulting in sales of $4MM+ during first year; won President’s Award.
• Spearheaded entry into the healthcare/medical market by developing business plan, strategy, market segmentation, new product roadmap, brand positioning and sales and channel strategy; turned into strategic business unit and future growth engine for Brady after my departure.
• Led the development, commercialization and launch of the first targeted printer for the medical market, resulting in first year sales of $1.5 million; launch of innovative, differentiated printer and materials allowed Brady entry into the medical market and positioned new medical business for future growth.
• Led an OEM/private label project resulting in incremental sales of $2MM+ in the first year.
• Supported new product development by designing and executing test plans, facilitating compliance testing, agency approvals, market research and beta testing.
LAKE ELECTRIC MOTORS, Racine, WI 1994 to 1995
$20 million division of Johnson Outdoors, providing electric trolling motors used on fishing boats as well as an OEM provider for Mercury Marine, Milwaukee Electric Tool and others.
Industrial/Manufacturing Engineer, 1994 to 1995
• Initiated product and process improvements (Six Sigma, Lean, Kaizen) resulting in annual cost savings of $1MM; won President’s Award.
EDUCATION
MBA in Marketing, 2000
Marquette University, Milwaukee, WI
Beta Gamma Sigma National Honor Society
BS in Industrial and Manufacturing Engineering, 1994
University of Wisconsin, Milwaukee, WI |
