Sales Manager
Resume:
DANIEL F. MARSHALL
**** ***** ****, *****, ** *7025
**********@*****.***
SUMMARY
Determined, innovative business leader. Successful in driving growth by
analyzing markets, setting a clear vision, leading a team and profitably
launching new products with a creative marketing plan. Strong analytical
skills, great ideas, the ability to influence and a true passion for new
products.
EXPERIENCE
Ames True Temper - Harrisburg, PA August 2009 -
Present
Director, Marketing & Product Development
Leader for a combined $100+ Million in sales across five business units.
Providing direction that has protected and innovated in a high market share
category along with the strategic guidance in high growth categories.
Member of the corporate mergers & acquisitions core team determining
potential paths for future growth.
. Strategic Growth -Turned around 2 major declining categories.
Realized $11 million in immediate, incremental sales in wheelbarrows &
carts in the first year with over a dozen different promotions.
Implemented a successful multi-year development roadmap to capture
over 10% Hose Reel market share with multiple new products resulting
in $9.6 million in incremental sales for the second year.
. Innovation - Developed revolutionary Total Control Wheelbarrow
achieving placement at all major customers including The Home Depot,
Lowe's, Walmart, True Value and others with $10 million in first year
sales. Patent holder of this major leap forward in the use of a 200+
year old product.
. Quality Improvements - Initiated a dozen projects to revitalize and
improve the quality and performance of the full wheelbarrow line
resulting in lower costs, better performance, new patents and better
sales. Solved a Top 3 Corporate Customer issue.
. Partnership with Big Box Retailers - Key contact with Lowe's, The Home
Depot and Walmart via line reviews and growth initiatives with no
business lost to the competition. Successful full product line mix
change resulted in a 15% annual POS increase at The Home Depot in a
down market.
. Employee Development - Direct management, mentoring and skills
development of Marketing team. Includes performance reviews, merit
increases and professional development.
3M / Aearo Technologies - Indianapolis, IN October
2004 - August 2009
Senior Marketing Manager, New Products March 2007 -
August 2009
Dual role handling both core consumer marketing responsibilities and
strategic business development. Responsible for product line extensions,
new markets and creative marketing for the #1 retail brand for safety.
Development of customer growth strategies for The Home Depot, Lowe's,
Walmart, Target and other retailers.
. Product Management - Introduced over 120 new products and exceeded
business growth targets in First Aid, Head Protection, Fall
Protection, Clothing, LED/HiViz & Licensing Categories. Delivered
significant and profitable growth by updating product lines and
developing new customers. Fall Protection grew 600% in one year while
Protective Clothing improved 172% in 18 Months. A new product road
map for the Head Protection business has increased profitability by
changing the product mix units from only 35% premium products to over
55% (and growing) in just two years.
. Brand Licensing/Market Growth - Developed and introduced two multi-
million dollar licensed programs. Opened access to over 4000 new
retail locations where AOSafety was not sold before.
. Brand Development - Created a product placement marketing plan and
implemented it with shows like ABC's Extreme Makeover: Home Edition &
various HGTV/Discovery Channel DIY project shows. This effort is
raising awareness for the brand, new products and the need for safety
equipment.
Manager, New Business Development October
2004 - March 2007
Responsible for ideation, development and implementation of business
expansion via product line extensions, new product categories, new markets,
improved marketing and new promotions.
. Business Development - Creation and continual development of an
extensive target list and strategy for new products, categories,
markets and acquisition possibilities with over 100 different options.
Dozens of ideas were brought to market and include multiple new full
product lines, line extensions and entry into several new channels
such as the wholesale club, farm & fleet and direct to consumer.
. Award Winning New Products - Winner of the 2006 Good Buy Award from
Good Housekeeping Magazine (January 2006 Issue) for the first-ever
complete line of women's safety products. Awarded the inaugural
Vendor Product Marketing Award in 2007 by Sherwin Williams for
creativity and product positioning of the Orange County Choppers
branded line of high performance safety gear.
. Internet Strategies - Designed and launched Aearo's first two D2C
sales websites. Implemented additional online advertising plans to
drive web traffic to primary customers with measurable success.
. Advertising - Managed AO Safety's consumer trade advertising program
and guerilla marketing tactics.
Rain Bird Corporation - Azusa, CA April 2003 -
March 2004
Product Manager - Consumer Products Division - Developed and implemented
product line strategy and marketing plan for spray and rotor sprinkler
products contributing to 70% of the retail channel sales (Home Center &
Hardware) for the world's largest underground irrigation company and #1
brand.
. New Products - Successfully launched several new product families
including the first new consumer spray from Rain Bird in over 20
years. The 1200 series dual spray became the best spray product
launch in category history with 2 million units sold in the first year
due to a combination of industrial design, technical performance and
creative positioning. Granted a US Patent for the 1200 Series Product
. Product Strategy - Analyzed complete industry market and development a
5-year new product roadmap to fill existing market holes, target
competitive products and expand product category.
. Marketing - Developed creative ways to grow sales including category
growth programs, retail shelf planograms, rebate promotions, improved
packaging and off-shelf merchandising.
. Strong Communication - Earned buy-in for market and financial
justification of new products with senior management. Presented
market analysis, product plans and sales promotions to retail
corporate buyers.
Blue Ideas, Inc. (Active Armor) - Indianapolis, IN June 2001 -
April 2003 (Dec 2008)
President and Marketing Manager - Responsible for creating, launching and
managing a company supplying innovative consumer products in the high-
margin accessories category.
Product Management/Business Planning - Wrote and implemented extensive
annual business plans, including financial, marketing and development
considerations. Complete P&L ownership for 7 years.
Developed Product Brand -The product brand, Active Armor , received US
Trademarks and earned consumer loyalty in the rugged case niche both
in the US and internationally.
Marketing - Developed a marketing strategy around the product that
included off-shelf merchandising, Internet promotion and pricing
support.
E-Commerce - Completely designed and built www.activearmor.com as the
primary sales vehicle.
Consumer Market Research - Created and administered marketing surveys
at both consumer and retail salesperson levels to effectively direct
the development of new PDA accessories.
Thomson, Inc. (RCA Consumer Electronics) June 1995 -
June 2001
Project Manager, New Product Introduction - Indianapolis, IN
May 1999 - June 2001
Responsible for the successful introduction and product development of all
new TV cabinet designs into manufacturing plants in Mexico, including HDTV
Products. Led numerous lean manufacturing projects.
. Cross-Functional Team Leadership - Leader of global logistics project
implementing a new product serial number system. Required the
coordination of international product vendors and national retail
customers.
. Strong Financial Analysis Skills - Capital planning responsibilities
for operations division, managing about $50 million in expenses.
Initiated two major savings programs estimated at over $25 million.
Manager, OEM Business Development - Indianapolis, IN May
1997 - May 1999
Responsible for starting and managing the OEM business for Thomson's
operations division. Developed new customers in the US, Asia and Latin
America. Complete P&L responsibilities. Lead Contract Negotiator.
. Started OEM Business - Opportunistic business developed from scratch
reached $2 million in sales during the first year and net margins of
24%, four times greater than consumer electronics industry average.
. Contract Negotiation - Lead negotiator on several contracts including
the sale of Thomson's HDTV technologies to both Hitachi and Toshiba.
Included terms of sale and intellectual property.
Engineer - Thomson Technical Leadership Program (TTLP) June
1995 - May 1997
A management-training program that provides extensive experience in
operations over a two-year period. Held positions as a Quality Engineer,
Supervisor, Project Engineer, Equipment Development Engineer and Production
Scheduler at Thomson's largest TV assembly and tube manufacturing plants.
EDUCATION
Indiana University, Kelley School of Business May
2001
Master of Business Administration (MBA) GPA: 3.8/4.0
The Pennsylvania State University December 1994
Bachelor of Science, Mechanical Engineering (Minor in Music Performance)
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