Sales Customer Service

Rankin Naldrett-Jays, MBA

**** ****** ****** ***** ? Casselberry ? Florida 32707

Phone: 321-***-**** ? Cell: 253-***-**** ? **********@*****.***

Objective

To obtain a Sales & Marketing Director of Consumer Products position that

utilizes my 20 years of sales and marketing experience and my expertise in

new business development, identifying market opportunities, developing a

marketing strategy, creating and executing a marketing mix.

Professional Summary

Hands-on sales and marketing executive with expertise in strategic market

planning across multiple sales channels, development and execution of

marketing mix components, and product development from concept to delivery.

Proven ability to motivate existing accounts and acquire new customers.

Managed territory including Washington, Oregon, Idaho, and Alaska and

directed 300 stores and 400 outside sales personnel. Oversaw 7 direct

reports and managed a revenue budget of $7M and a marketing expense budget

of nearly $2M. Demonstrated ability to identify areas of opportunity and

strength for new geographic locations, market segmentation, and product

development. Proven ability to negotiate individual regional media

contracts to $250,000 and collateral supply agreements for $750,000

spanning two years. Accomplished in entering new markets, developing and

launching nearly 30 new products, and creating quantifiable retail

campaigns with calculated ROI of 6. Able to increase sales by over 3% in

market share and 15% in individual product segment. Skilled in brand

management, product development and sales, and print and electronic media

promotional campaigns.

Experience

The Comex Group, Denver, CO, 1997 - 2011

Leading manufacturer and distributor of quality paints coatings and sundry

products. Owner of numerous regional paint companies in the United States

and Canada serving professional painting contractors, new home builders,

property maintenance companies and retail consumers.

National Product Director (2010 - 2011)

Regional Brand Director, Color Wheel Paint (2009 - 2010)

Director of Channel Sales and Marketing, Parker Paint (2005 - 2009)

Director of Marketing and Product Management, Parker Paint (1998 - 2005)

Manager, Product Management and Marketing, Parker Paint (1997 - 1998)

Reporting to the President, managed over 150 paint lines and thousands of

individual painting items. Quantified and reported marketing expenses

based on relevant sales channel ROI; established company-wide strategic

marketing direction and created and tracked marketing expense budget to

support strategies.

Managed and supervised staff of 7 including Office Administrator, Marketing

Services Clerk, and 5 Channel Sales Representatives; trained sales

staff on product mix and promotional activity and performed regular in-

field ride-alongs to assess delivery, customer service, and customer

response.

Responsible for maintaining a marketing and segment sales performance

P&L's. A revenue budget of $7M, and managed a $2M media marketing

expense budget that targeted relevant segments by developing a media mix

and executed coordinated media plan by promotion.

Established annual sales and margin goals by channel and directed and

trained sales team to identify new growth opportunities; compared

individual performance to typical store operations on an equivalent basis,

and utilized direct labor to quantify net profit.

Negotiated new sales agreements, presented coop advertising programs, and

introduced strategic sales and marketing initiatives.

Managed product lifecycles, identified new product opportunities, led and

coordinated a product development committee through a formal Stage

Gate process.

Negotiated individual regional media contracts up to $250K and 2-year

collateral supply agreements for $750K.

Engaged in various stages of new product development for 50 paint lines and

more than 200 related paint products.

Worked with internal labs and independent agencies on comparative studies

and identified key product attributes to highlight competitive

advantages on sales collateral.

Oversaw channel sales though company stores, warehouse distributors, Home

Depot and Lowes, Kroger including Fred Meyer and Ralph's stores,

independent retail hardware stores, exports, and direct B2B sales.

Developed, created, coded, and maintained company website from 1997 to

2006; managed transfer to an agency in 2007 to increase functionality and

implement more interactive elements such as feedback forms and coupons.

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The Comex Group, cont'd

Generated first "approved contractors" listing to enable consumers to

select approved contractors and email project details directly;

requested IT create a field and prompt on Point of Sale (POS) system to

capture email address and conducted quarterly email blasts to available

addresses on current promotions.

Utilized radio, TV, and a mix of newspaper inserts and Run of Press (ROP)

as well as magazine advertising in lifestyle and trade publications,

negotiating rates and leading creative aspects.

Created, produced, and circulated color cards, technical data sheets,

product displays, promotional banners, sell sheets, catalogs, and

other communication material; spearheaded both creative and informational

direction of product packaging as well as vendor selection and personally

coordinated change of label design at Parker Paint and Color Wheel.

Interacted with outside ad agency on national or multi-regional promotions

to establish a relationship with media provider.

Organized, set up, and staffed numerous tradeshows and meetings ranging

from singular store events to developing strategy and overseeing

materials created for tradeshows of national significance including

National Hardware Show, World of Concrete, SEBC, and NAHB

International Builders Show (IBS).

Participated in strategic planning and making recommendations to management

through consolidation of interior product lines and formulas and

national expansion of decorative concrete line.

Collaborated with R&D to manage workflow and deliver new product

initiatives in a timely manner.

Ensured manufacturing was informed of any impending changes to the product

mix by including manufacturing in all discussions and product development

meetings.

Interacted with Purchasing to communicate any new raw material requirements

or obsolescence.

Wrote strategic plan for presentation to True Value including pro forma P&L

and full sales and marketing strategy outlining magnitude of commitments,

payback, implementation plans, and time lines.

Selected Accomplishments

Improved Home Depot channel sales from $3M in 1998 to $5M in 2005 and

raised sales to independent retailers from $1.2M in 2005 to $1.8M in

2008.

Produced $950K in first year sales following a 5-month solicitation by

presenting and negotiating distribution of products in 50 Kroger (multi-

department) locations in the Pacific NW.

Increased sales of regional decorative concrete products by 10% prompting a

nationwide growth opportunity delivering a new segment of customers, a

new revenue and profit stream. Created pertinent financial forecast, SWOT

analysis and implementation timeline.

Generated over $4M in sales by pursuing export opportunities in Asia over a

5 year period, peaking in 2006 with $1M in export sales to Russia and

Mongolia and additional sales to distributors in China.

Produced $975K in September 2007 from a $35K media investment by creating a

2-tab retail sales flier and inserting 200,000 copies in major daily

newspapers in the Pacific Northwest. Supported by radio and web components;

incremental retail sales for the month represented an ROI of 6.

Launched regional product line into secondary and rural markets in Eastern

Washington through an 8 store chain of independent retailers; generated

$112K in the first year's sales, surpassing sell through of incumbent and

competitive product line.

Established Comex Group brands as an authorized True Value brand

alternative with potential for national chain distribution through

1,500 independent True Value stores and first year regional sales of $86K.

With a media spend of $15K for a remote radio broadcast, local ROP

advertisement, and incidental expenses, generated and ROI of 5 for a

half day grand opening event.

Saved $250K by consolidating 80 regional formulations for the same generic

product type to at least half resulting in raw material vendor

consolidation, incremental volume discounts on raw materials, and direct

labor efficiencies.

Reduced time required for creative versioning from 5 months to 6 weeks,

accelerating brand conversions and reducing agency expense by taking

personal responsibility for creating label versions.

Expanded regional brand distribution from 75 to 127 locations by

negotiating distribution agreement with a leading regional retailer.

Refined brand positioning strategy to increase gross margin by more than 5%

to 50% on trade and 67% on retail.

Grew retail paint market share from 12% to 15% from 1998 to 2009.

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Selected New Product Projects

Private Estate, Premium Interior Acrylic

Presented sales collateral showing competitive test data and preferred in-

store display activity, developed and implemented promotional mix

surrounding the product launch including intra-store competitions as well

as direct mail, email, and a web presence; launched product line with

highest gross margin per gallon of any products in the mix.

Presented recommendations to senior management, introducing product line

consistent with corporate sales strategy, providing conceptual mapping

of proposed product positioning, and justifying additional working capital

investment based on incremental sales and profitability, demonstrating an

accelerated payback.

Established forecasts and created a full Sales & Operations Planning (S&OP)

forecast spreadsheet.

Conducted an in-depth competitive price analysis, reviewed in-house cost

structure, established standardized price levels for introductory

promotional period and long term sales activity.

Assessed product versus competition and developed written product launch

plans.

Created a requirements document as part of standard lab development

requests, initiated lab development request, monitored development progress

and interim testing.

Led product training for sales, customer service, and distributors;

authored all training materials, technical data, creative writing and

edits, press releases, and ad copy.

Generated sales and margin consistent with forecast within the first 6

months of distribution; exceeded sales and margin forecast within the

first 10 months of distribution.

Eco Flat - Low odor, Low VOC Interior Production Flat

Re-launched product and expanded appeal of product line by identifying

existing opportunities to sales department, providing suggestions on how to

approach customers, and recommending target accounts to pursue.

Presented sales collateral denoting competitive test data and maximized

sales by delivering additional volume and expanding the customer base.

Conducted a webinar for all sales and store personnel to participate in

product training and introduced a sampling program to allow prospective

users to sample product application performance.

Assessed incremental sales potential by personally meeting with key

accounts to gain a commitment and secure additional business following

product improvement.

Focused attention on phased introduction of new line to displace older

formulation, managing inventories at the Distribution Centers and

stores to avoid confusion between old and new products.

Identified potential builder accounts, determined incremental sales

potential, and secured sales to new builder accounts in the first 30

days of product availability.

Skills

Microsoft Word, Excel, PowerPoint, Publisher, Adobe Photoshop, Illustrator,

InDesign, Acrobat Pro, Hyperion Essbase, Google Analytics

Education and Training

Massey University, Palmerston North, New Zealand

Master of Business Administration in Marketing

Victoria University, Welllington, New Zealand

Bachelor of Science in Social Sciences

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