Sales Marketing

Mike Isaacson

**** * **** **, *******, WA *****

206-***-****; e-mail abh5ht@r.postjobfree.com

SENIOR MARKETING EXECUTIVE

Collective professional experience includes 20+ years in consumer products,

over 14 years as a

Sales & Marketing executive, 11+ years in consumer direct marketing, and

most recently 6 years as

President and CFO of two $20MM+ consumer product companies.

Exhilarated by the challenge of increasing sales, increasing profit,

improving the customer

experience. Prefer moving fast, but focused. Extreme drive and

determination to effect change.

Sound, practical management style. Understand the big picture quickly, have

excellent business

instincts and am a versatile problem solver. Will champion fully integrated

metric systems,

including timelines, milestones, timely reporting, and associated

compensation. Enjoy building

and working with high performance teams. Have outstanding leadership

abilities, shaped

by playing/coaching competitive baseball for 30+ years. Dedicated to

fitness; runner, kayaker

Professional Experience

PRESIDENT/CFO, The Essential Baking Company, Seattle, WA

2007-2010

$16 million regional artisan organic bakery in the Pacific NW; 235+

employees.

Selected Results

Sales growth - Between 2006 and 2009, during very severe economic times,

delivered a 15% increase in sales.

Profit growth - Championed the use of fully integrated metrics, and as a

result, EBITDA and shareholder value increased 250% between 2006 and

2009, with 2009 the most profitable year in the 15 year company history.

Acquisitions - Acquired Parisian Star Desserts and integrated the company

into EBC. The acquisition produced EBITDA of 18% of sales in year #1.

Crisis management - In 2008 in the face of a flour price increase of 80%

and many add'l commodity price increases between 20-40%, by reacting

quickly and decisively, we were able to increase sales as well as

increase EBITDA $ over 2007, which were 70% above 2006.

Accountability - Transformed the culture into a results-driven company,

with the use of Expected Results, metrics, timely/thorough reporting, and

a fully integrated compensation system across all departments.

PRESIDENT, Rogue Ales Brewery, Portland, OR

2004-2007

$18 million craft brewery selling varietal ales in 50 states, owned 7

pub/restaurant operations,

2 mini-breweries and 2 craft distilleries; 150+ employees.

Selected Results

Brewery sales & profitability growth - Provided leadership in generating

an 88% increase in brewery sales over 3 years, and an associated 210%

increase in EBITDA. Sales gains were the result of new products,

increasing prices, and improvement in well-targeted selling efforts.

Profit increases were the result of add'l volume, and diligently executed

metric and P&L-based management systems.

Restaurant sales & profitability growth - During those same 3 years,

restaurant sales increased 67% and EBITDA grew 310%. The improved

profitability was the result of the development of daily reporting

systems enabling the managers to control labor and manage COGS by product

category, as well as targeted programs to reduce unnecessary expenses.

Brewery efficiency and capacity - Through the introduction of a

management-designed program referred to as "the Big 4", decreased cost

per barrel 5%, while increasing production capacity 15%, in spite of a

planned 20% increase in hourly wage rates. The Big 4 included increasing

yields per batch, improving grain utilization, shortening tank times, and

shortening hours per brew.

PRESIDENT / PRINCIPAL, Pinpoint Direct Marketing Company, Seattle, WA

1994-2003

Consulting agency to the mail order catalog industry

Selected Results

Built large client base - Founded Pinpoint Direct, whose mission was to

the revitalize sales and profit of mail order catalog clients. Pinpoint

worked with over 30 clients, assisting their catalog and internet / e-

commerce operations.

Increased sales - For a majority of these clients we were able to double

or triple sales within a few years, without substantially increasing

financial risk; a critical factor for an owner/entrepreneur run

operation.

Founded trade organization - Pinpoint founded and provided leadership for

the 'Washington Catalog Roundtable', a trade organization made up of over

40 catalog companies in Washington.

DIRECTOR OF MARKETING, Sierra On-Line, Bellevue, WA

1993-1994

$60 million consumer product company in entertainment and education PC

software company

Selected Results and Responsibilities

Responsibilities - Included marketing strategic planning, direct

marketing, market research and creative services.

Branding - Consolidated four brands into one, "Sierra", creating and

implementing new corporate identity and trade dress program. In managing

the creative department, made enormous strides in improving the impact of

product packaging and marketing materials.

Direct sales - Reorganized and managed a $6 million direct sales

department, increasing sales and profits while significantly expanding

the reach of image marketing efforts.

Magazine editor - Executive Editor of the company magazine, "Interaction

Magazine", with a circulation of 500,000.

VP RETAIL SALES & MARKETING, Juiceman/Trillium Health Products, Seattle, WA

1992-1993

$40 million consumer products company for juice extractors and bread

machines

Selected Results and Responsibilities

Responsibilities - Managed business primarily sold through better

department stores and health food stores. Key player on the executive

management team.

Product launch - Responsible for successfully launching the Juiceman

product into 1,100 department stores and 1,200 health food locations.

Successfully launched the Breadman bread machine and Breadman bread mixes

into same department stores and health food stores.

Company transformation - Transformed the company from a 100% infomercial

company, to a company where 90% of the product was sold through retail

channels.

Marketing - Implemented several pull strategies to move product through

retail; i.e., sales promotions, POS, personality tours, in-store

demonstrations and price promotions.

VP SALES & MARKETING, O'Brien International, Redmond, WA

1988-1992

$20MM water sports consumer products company

DIRECTOR OF RETAIL MARKETING/REGIONAL SALES MANAGER, Nike, Beaverton, OR

1980-1988

$1B consumer products company of sporting goods and sports apparel.

EDUCATION

UNIVERSITY OF WASHINGTON GRADUATE SCHOOL OF BUSINESS - MBA, Finance.

WHITMAN COLLEGE - BA, Psychology.

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