Marketing Leader
Resume:
MICHAEL R. LYONS
Medina, OH 44256
*******-*****@*******.***
Goal-oriented marketing professional with diverse experiences in Strategic Planning, Product Management, Sales and Channel Management. A team player who has effectively managed cross-functional and cross-organizational teams to surpass stated objectives. Extremely organized with the ability to manage multiple projects, promotions, and responsibilities with overlapping deadlines.
MARKETING SKILLS
• Strategic Planning • Profit & Loss Management • Market Segmentation
• Product Management • Ethnic Marketing • Retention/Loyalty Marketing
• New Market Development
• Team Leadership • Direct Marketing
• Product Rationalization • Pricing Analysis
• Competitive Analysis
PROFESSIONAL EXPERIENCE
Goodyear Tire & Rubber Company / Veyance Technologies, Incorporated, Fairlawn, Ohio 2004 - Present
Strategic Marketing Leader, Industrial Products & Automotive Aftermarket and Off Highway Products, Veyance Technologies, Inc.
Built data warehouse for Marketing and Sales execution which strengthened marketing and sales analytics and gives a better understanding of vertical markets served. Developed Market Share analysis tool by industry, geographic region, and sales representative. Developed Market Profile report. Develop Product and Application gap analysis. Used data from analysis to determine top 3 verticals to attack. Develop sales territory share to display where we are under-indexed on revenue by product group.
General Manager, Power Transmission Products & Automotive Aftermarket Consumer Products, Veyance Technologies, Inc.
Leading a team of 12 people delivering new products, pricing, placement and promotion for over $200MM of revenue.
Personally managing projects delivering over EBIT improvement of over $6MM in 2008 and $12MM in 2009.
Responsible for determining acquisition candidates and initiating profit improvement projects. Some of profit improvement projects are: changed Manufacturing Footprint, negotiated reductions in NASCAR contract by $1.5MM, negotiated reductions of outside purchase products pricing, changed freight policies for OEM customers.
Marketing Manager – Power Transmission Products and Low Pressure Hose, Engineered Products, 2006 - 2007
Mahler Company Executive Development Program – selected for Leadership Development Program targeted for Senior Executives empowered to lead change.
Increased revenue by 16% and increased margin by 6% by effectively winning profitable new business and implementing price increases with existing OEM customers.
Launched numerous new products in 2007 that contributed over $2MM worth of new revenue.
Benchmarked our value against competition.
Manager of Distributor Marketing – Industrial Hose, Engineered Products, 2005
Led efforts to improve overall profitability by managing customer and product price increases and eliminating negative profitability products which lead revenue exceeding the goal by 4% and EBIT exceeding the goal by 10%.
Successfully project managed our largest distributor event at NAHAD which include customer presentations from our President.
Product Manager – Industrial Hose (PVC), Engineered Products Division, 2004
Future Global Leadership Program – recruited as a candidate for this leadership succession fast track management program...
Increased sales to distributor by 35% and EBIT by 10% through creative pricing programs and cost cutting initiatives within the plant.
Allegiance Telecom, Dallas, Texas 2003
Senior Marketing Manager, Integrated Marketing
Performed Long Distance Pricing Analysis for ILECs, IXCs, and CLECs. This analysis specifically focused on the following pricing structure elements: minimum commitments, monthly fees and PIC-C charges. Recommendations from this analysis will generate over $6M in incremental revenue.
Designed and co-developed EXCEL based Pricing Proposal Generator. This tool allows sales reps to accurately and uniformly quote Allegiance’s complex pricing structure.
Developed marketing communication letters for customers for billing errors and numerous price changes.
Performed pricing analysis for 36 markets for Long Distance Bundled minute packages, UNE pricing and ISDN PRI pricing for either the development of new products or re-pricing of existing prices to be competitive.
Hewlett-Packard Consulting, Richardson, Texas 2000 – 2002
Senior Consultant / Business Development Manager, Call Center Solutions / CRM
Sold $150,000 discovery workshop and a follow-on $500,000 readiness assessment as a precursor to an $8M IVR (Interactive Voice Response) deployment engagement.
Closed $200,000 of call center support contracts of a product that was becoming obsolete.
Developed internal HP Road show presentation and delivered it to over 300 HP Consultants and Cisco Account Managers. Demonstrated HP’s capabilities at numerous Call Center industry tradeshows to generate sales leads.
Cable & Wireless West Indies, Tortola, British Virgin Islands 1999 – 2000
Director of Marketing and Sales
Exceeded $32M quota by managing a staff of 25 responsible for Account Management, Technical Sales Support, Marketing Programs, Product Management, Pricing, Public Relations and Operator Services. Exceeded revenue quota while implementing a 26% reduction in pricing.
Implemented consumer promotional sweepstake that stimulated usage by 12%.
Implemented hyperlink system with other regional websites to create a new sales channel. Increased use of website as a marketing vehicle. Utilized published directory as advertising tools for data products such as Frame Relay and ISDN.
Created annual strategic sales and marketing plans to achieve corporate sales objectives. Positioned the company for competition by implementing long-term contracts and new pricing options.
Implemented additional sales channels by partnering with local PC vendors to bundle our dial-up Internet plans with new PCs. Rolled out billing over the Internet for Major Account customers.
Implemented quality sales practices and processes, as well as performance measurement tools. Led and supervised the account management team to maximize revenue and customer satisfaction from our top business customers.
Initiated focused sales promotion of data products into the marketplace (ISDN, Frame Relay and Dedicated Internet).
GTE / Verizon, Irving, TX 1997- 1999
Group Marketing Manager, Ethnic Market (Hispanic and Asian), Loyalty - Retention
Improved customer retention by 30% through the implementation of various marketing initiatives.
Reduced cost by $500K in in-language customer service center by discovering operating efficiencies.
Implemented the first in-language bill statement for Chinese, Korean and Vietnamese customers.
Led market research to analyze high value customers and to help deliver against objectives.
Group Manager, Ethnic Channel Management
Managed $150 Million sales program for a 400 seat call center. Provided training, process management, and general consultation and program review.
Led 25 member cross-functional team that implemented and deployed a new acquisition channel in 8 weeks.
Partnered with another GTE SBU to set up an in-language customer service center for 6 languages.
Developed management reporting system to track orders throughout all of the sales and provisioning process.
Marketing Manager, Small and Medium Business, Direct Sales
Reduce cost by $360K by developing a more cost effective process.
Improved lead generation program quality by 50%.
Performed Market Planning Analysis to seek additional opportunities for growth. Determined locations for the Direct Sales Offices and developed staffing requirements to maximize channel effectiveness.
Developed sales collateral and brochures to effectively communicate the benefits of GTE’s offer and platform.
AT&T, Morristown, NJ 1992-1997
Channel Marketing Manager, International Consumer Long Distance - Acquisition Strategy
Increased annual winbacks by 35% by partnering with internal channel using outbound telemarketing, inbound telemarketing and direct mail.
Implemented non-price incentives in identified market segments to offset offer costs.
Special Project: Team leader with Monitor Consulting for ICLD Business Analysis. Led consulting project analyzing metrics, reports, and competitive analysis used to make business decisions. Revised market share and churn model. Devised and participated in gaming strategies for new pricing plans and product launches.
Product Manager, International Consumer Long Distance - Ethnic Market
Exceeded $300M revenue target by managing product, price and profitability for African and Caribbean market. Maintained 72% market share for 2 years while facing serious competitive threats.
Increased profitability by 10% for countries that had low or negative margins. Consistently exceeded revenue, minutes and Measured Operating Income (MOI) commitments.
Brought new product/service to market by analyzing development program, preparing return-on-investment analysis and establishing project timelines.
Implemented consumer promotional sweepstake that stimulated usage by 5%.
Managed cross-functional process team of stakeholders with African/Caribbean responsibilities.
Analyzed detailed market data, assessed customer needs, developed business plans and determined pricing, while ensuring plans were consistent with AT&T brand.
Project Manager, Operations/Channel Planning for New Calling Card Services
Project-managed the introduction of numerous calling card projects in various AT&T distribution channels.
Developed and documented operational process flows, and management reporting systems.
Translated Marketing, Product Management and Systems requirements into operational requirements.
Performed necessary planning and user testing to ensure operational readiness for new service offerings.
INTERNATIONAL BUSINESS MACHINES (IBM), Raleigh, NC 1987-1990
Programmer, Network Communications Products
EDUCATION & CERTIFICATIONS
THE UNIVERSITY OF NORTH CAROLINA, Chapel Hill, NC
Master of Business Administration in Marketing. Consortium for Graduate Study in Management Fellowship.
HAMPTON UNIVERSITY, Hampton, VA Bachelor of Science in Computer Science
GOODYEAR TIRE & RUBBER COMPANY, Completed Six Sigma Black Belt training
PROFESSIONAL ACTIVITIES – NBMBAA member, Diversity Facilitator.
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