Michael J. Saraf

**** ********* ***** ***.********.com/in/michaelsaraf/ 716-***-****

East Amherst, NY 14051 ace54o@r.postjobfree.com

Professional Summary

Sales & Marketing Director with 20 years of experience developing domestic and international B2B and B2C relationships in the industrial marketplace. Utilize collaborative leadership style to strengthen corporate brand identity and awareness, deliver value to target customer market, create brand loyalty and capture market share.

Areas of Expertise:

• Profitable & Sustainable Sales Growth Initiatives • Lean Process Implementation

• Global Business Planning & Regional Marketing Strategy • Sales Compensation Strategies

• Extensive International Travel & Multi-Cultural Experience • Brand Audits & Positioning

• Managing Multi-National Operations in Emerging Countries • Product Development

• Developing Customer Loyalty & Supplier Relations • Communication & Presentations

• Financial Analysis • Website Development

• Budgeting & Forecasting • Team Leadership & Collaboration

Professional Experience

Flexovit USA Inc., Angola, New York 2011 - 2014

Manufacturer of abrasive products for the industrial trades in North America and annual sales of $35 million.

COO Team Member / Director of Sales & Marketing

Collaborated on “Corporate Strategy” document which established commercial direction for the Company. Managed a team of 26 factory-direct sales professionals in North America and an inside Sales & Marketing team of 4. Developed and monitored a $3.2 million budget that resulted in 13% market share growth annually. Implemented Lean practices that either reduced operating costs or added sales revenue, by $150,000 annually.

* Increased market share annually versus collective group of leading competitors:

* Grew annual marketing spend %-to-sales from 0.7% to 2.5%, contributing to enhanced market awareness.

* Redesigned sales force, replacing independent sales agencies with factory-direct sales professionals in all sales territories across North America.

* Executed comprehensive launches for new products, product re-introductions, and re-brandings of over 300 products within 6 sub-brands, from market analysis through post-launch advertising campaign.

* Redesigned salesperson compensation plans to direct their focus on selling the more profitable factory-made products, resulting in over 10% sales growth in these product categories annually.

* Improved efficiencies through Lean process implementations:

* Reduced Time-to-Market for new product launches, from 21 months to 3 months.

* Created “Product Development” process, reducing the response time to the customer from 15 to 3 days.

* Eliminated staggered price increase implementation dates, resulting in new revenue of $80,000 annually.

* Assigned Lean projects to each inside Sales & Marketing team and coached through implementation.

* Strengthened corporate brand through the creation and implementation of “Corporate Brand Identity Policy”, creation of “Experts in Service” as the brand mantra, and the construction, deployment, and analyses of brand audit surveys for distributors and end-user customers.

* Created and implemented the following commercial documents and sales aids:

* Distributor Policies for US and International customers.

* “Small Accounts Program”, which reversed annual sales revenue loss to an increase of 4% annually.

* “Rebate-for-Growth” program for select distributor partners, resulting in sales growth of 12% annually.

* Facilitated Website Development Team in a 3-day Kaizen event which resulted in a new look corporate website that is interactive, educational, and authoritative.

Michael J. Saraf Page 2

Professional Experience (continued)

Dynabrade Inc., Clarence, New York 1999 - 2011

The global leader in abrasive power tools, with annual sales of $60 million in over 90 countries.

International Sales & Marketing Director (2004 - 2011)

Managed a team of 23 International Regional Sales Managers and Application Engineers in Canada, Latin America, Asia, and Australia and an inside Sales & Marketing team of 6 people. Developed and monitored a $3.4 million Sales & Marketing budget. Provided support for wholly owned subsidiaries in Brasil, India, and Australia, establishing their local presence through strategic marketing campaigns specific to those countries.

* Realized 11% sales growth annually, increasing International sales revenue contribution from 44% to 57%.

* Led “Strategic Brand Awareness” campaigns, tailored to specific South American and Asian markets, resulting in rationalized product offerings and the addition of market-focused distributor partners.

* Coordinated 11 “Tool Clinic” product, application, and repair seminars in Canada, Mexico, Brasil, China, Singapore, and Thailand, attended by over 500 distributor partner personnel.

* Created regional marketing initiatives; analyzed incremental sales revenue and profitability.

* Redesigned compensation and BIK plans for subsidiary Managing Directors and International salesmen, emphasizing sales of high gross profit items.

* Pioneered a “Strategic Intent” program for International division, including:

* Employee engagement through Workplace Learning and Performance trainings

* Employee “Continuous Improvement” questionnaire and tracking of Customer Service metrics

Regional Sales Manager - Midwest (1999 - 2004)

Managed commercial issues with distributor principals. Conducted product and application demonstrations.

* Achieved annual sales growth of 9 - 22%, earning recognition for “Sales Achievement” from 2001 - 2004.

Education/Training/Certification

University of New York at Buffalo, Buffalo, New York

BS - Biological Sciences

Certified Lean Professional (2012)

Factory Training: Flexovit USA, Inc., United Abrasives, 3M, Dynabrade, Cooper Power Tools, Waukesha Tools

Current Affiliations

American Foundry Association (AFA) National Association of Manufacturers (NAM)

American Rental Association (ARA) Nuclear Fabrication Consortium (NFC)

American Welding Association (AWS) Railway Supply Institute (RSI)

Buffalo Niagara Partnership Society of Manufacturing Engineers (SME)

Casting Industrial Suppliers Association (CISA) Specialty Tools and Fasteners Association (STAFDA)

Appointments/Presentations

Board of Directors - World Trade Center Buffalo Niagara (WTCBN) (2010 - 2011)

Presenter - Dynabrade International “Tool Clinics” (Product & Application seminars) (2005 - 2011)

Speaker - Buffalo Niagara Manufacturers Council Series (2012)

Speaker - US Department of Commerce event “Doing Business in Brasil, India, China” (2010)

Speaker - WTCBN event “Entering Brasil” (2010)

Speaker - WTCBN event “South America: A Continent of Opportunity” (2009)

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