MARKETING, SALES, PRODUCT DEVELOPMENT AND SOURCING EXECUTIVE
Twenty-four years of experience building branded consumer durables at GE Appliances, Brunswick, Coleman and Masco. M.A. in Marketing with particular expertise in:
• New product development utilizing cross-functional teams and direct responsibility for marketing, engineering and sourcing functions.
• Brand management with responsibility for the entire marketing mix from advertising, public relations, channel marketing and distribution strategy.
• Strategic planning and business development through co-marketing, licensing, OEM and new customer/channel development.
• Strong financial planning and budget orientation leading to operational and commercial strategies that improved profitability in all four org•anizations.
• Sales management and leadership that increased sales through account planning, new customer development and channel management/marketing skills.
PROFESSIONAL EXPERIENCE
Global Home Products, Columbus, Ohio 2004 -
Burnesgroup Division
Vice President Marketing, Product Development & Sourcing
Recruited to this $250 million division of the newly created GHP, LLC as part of the start-up leadership team. GHP is a newly formed corporation with three industry leading home products brands. The Burnesgroup is the leading designer and marketer on home décor products including photo frames, photo albums, scrapbooks and related home décor accessories. Member of corporate strategy and marketing team as well as chief marketing and design officer, including brand management, advertising, product development, channel marketing, customer service and financial accountability.
In six months reestablished division as undisputed leader in market share and financial performance through new product design, innovation, customer and consumer marketing. Introduced two industry changing new products that received best in class awards from the Housewares and Scrapbooking industries. These products generated $10 million and $7 million in revenue and double digit EBITDA in their first six months in the market.
Company went from a rapidly declining market share position to share growth and a doubling of EBITDA from 7% to 14% in year one. Regained category and share leader positions with Wal-Mart, Target, Sears, Kohl’s, Linens & Things and Zellers. Developed product and marketing programs that gained first time distribution at Best Buy and Home Depot.
BLACK & DECKER CORPORATION, Towson, MD 2000 – 2004
Baldwin Hardware Division (acquired from Masco Corporation, October 2003)
Vice President Marketing, Product Development & Customer Service
Recruited to this $170 million division, the leader in premium decorative and builders’ hardware for the home and light commercial industries. Division strategist and chief marketing officer, including brand management, advertising, product development, channel marketing, customer service and financial accountability. Results included:
• 300% increase in revenue generated from new products including 19% of 2003 revenue coming from products introduced in last 24 months.
• Led the successful restructuring of the marketing and product development organizations to improve speed to market and increased new product development output. This resulted in six Masco Innovation Awards in 2003, the most awarded to any single division for five new products and an innovative web based consumer and trade marketing program.
Strategic and operational leadership lead to the redesign of our operating model, evolving from a US based
manufacturer to a global design, distribution and marketing structure. Utilizing a combination of US based
manufacturing and a global contract-manufacturing supply chain. This shift resulted in a return to profitability
of three product lines. It further provided the ability to adjust pricing on several product lines improving our
competitiveness and strategic positioning.
Revitalized premium brand positioning through the creation of the industries first architectural research guide that leverages the Baldwin product portfolio and established Baldwin as the undisputed leader and resource in the category for Builders, Architects and Designers. This web-based tool received numerous awards for creativity and the creation of a unique and valuable resource for product selection and specification.
BRUNSWICK CORPORATION, Lake Forest, IL 1997 – 2000
Outdoor Recreation Division
Senior Vice President Marketing and Product Development
Recruited to this $250 million division, consisting of four global fishing and hunting businesses ranging from $30 to $150 million. Developed operating and commercial strategy while leading the marketing, design engineering and sourcing departments.
Created the restructuring vision that converted the operating strategy/model from a US based manufacturer to a global design, distribution and marketing organization. This approach created a flexible contract-manufacturing base in less than a year and produced the following results:
• 5% sales growth in 1999 and doubling of ROS to 6% in 2000.
• Tripled new product development, resulting in thirty-four patents in 2000, with two of those resulting in new products that received industry recognition for most outstanding products of the year.
Our five-brand portfolio was successfully repositioned and segmented based on consumer research. New advertising, packaging and merchandising for all five brands was developed driving the following results:
• Retail sales increased 8% at Wal-Mart in 2000.
• Integrated sales and marketing was introduced in 1999 with a program built around the 50th anniversary of Zebco. A Co-marketing promotion with Jeep and Kodak delivered $5 million of incremental sales in 1999 and generated extensive good will and publicity both inside and outside of the fishing industry.
Zebco Division – Senior Vice President Marketing and Sales
Reorganized a regionally structured contract sales organization to an employee based key account sales team. Combined with aggressive sales programming resulted in a 17% increase over 1996. Reversing a flat sales and income year to date trend into the second highest revenue year ($145 million) and most profitable (12.6% ROS) year in division history.
COLEMAN COMPANY, Wichita, KS 1994 – 1997
Senior Director Hard Goods
$550 million Recreational Products Division. Product Management and Marketing Department, Business Unit Manager. $355 million revenue business unit with income of $58 million, and an operating budget of $9 million. Major accomplishments include:
• The acquisition, integration and ongoing management of recreational furniture division - Sierra Corporation.
• Internal start-up of two new businesses, Accessories and Soft insulated resulting in $23.0 million of incremental revenue and $2.8 of income.
• Lead the change to a new product development culture focused on the market and trademark leverage.
Created new proximity merchandising and category management approach for Wal-Mart and Target. Instituted a cross product line, point of sale packaging integration effort to leverage Coleman trademark that increased average retail transaction by 10%.
GENERAL ELECTRIC COMPANY, Louisville, KY 1985 – 1994
GE Appliances - Product Manager: Refrigeration
$6.2 billion major appliance division. Product Management and Marketing Department, Leader of a multi functional team with revenues of $563 million with an operating budget of $40 million. Responsible for strategy, product planning, channel marketing and financial performance. Additional responsibilities included: integration of technology and manufacturing vision and development of marketing plans.
• Lead this core product line that had lost money for ten consecutive years and returned it to profitability within 24 months through aggressive product redesign, cost reduction, sku rationalization and SG&A reductions.
GE Appliances – Distribution Planning Manager
Sales and Distribution Department. Created this position and hired all personnel (twenty two-direct reports). Direct responsibility for distribution, brand strategy and program development for retail sales division. Creation and management of national Store Merchandising organization. Development and coordination of Account Planning Process, resulting in a business approach to our key accounts vs. traditional buy/sell relationship. Created and managed a customer advisory council to gain customer input on programs and product development.
GE Appliances – Merchandising Representative
Product Management and Marketing Department, Responsible for coordination and implementation of refrigeration, room air conditioner and microwave point of sale merchandising, pricing and marketing programs.
GE Appliances – Areas Sales Manager
Houston, TX & Denver, CO. Sales and Distribution Department. Direct responsibility for $50 million sales territory for GE Appliance product lines in both retail and builder channels.
MAYTAG COMPANY, Newton, IA 1983 – 1985
Regional Sales Manager
GROVE MANUFACTURING COMPANY, Shady Grove, PA 1980 – 1983
District Marketing Manager
EDUCATION
WEBSTER UNIVERSITY, St. Louis, MO
MA, Marketing 1993
SHIPPENSBURG UNIVERSITY, Shippensburg, PA
BA, Psychology/Marketing 1980 |
