Sales Manager

Tommy "Tom" Waters, mba

***** ******* ****** ( Cerritos, CA 90703

Cell: 562-***-**** ( Home: 562-***-**** ( *************@*******.***

Product Marketing Manager: Product Development ( Strategic Marketing

Growth Catalyst ( Market Strategist ( Value Creator

High-energy MBA Marketing Tactician and Business Strategist professional

with exceptional global product marketing experience. Highly effective

blend of expertise in product development, brand management, promotions and

process management. Strategist, change leader, and driving force behind

initiatives that promote revenue and profit growth, build visibility and

recognition, and create positive market presence. Talent for developing

solutions to marketing challenges and exploiting new business

opportunities. Persuasive communicator with excellent leadership and team

management skills.

Marketing Promotions ( Branding ( Market Analysis ( Channel Development (

Competitive Analysis ( P&L

Marketing Communications ( Market Penetration ( Needs Assessment ( Product

Launch ( Stage Gate

PROFESSIONAL EXPERIENCE

Custom Building Products, Seal Beach, CA ? February 2010 - March 2011

Global leader in manufacturing installation solutions for tile and stone

industry sold to consumers at home-centers, major tile distributors,

dealers, and contractors, with $500M annual revenue.

(Interim) Senior Product Marketing Manager

Recruited to invigorate the organization's global multi-channel

distribution of a chemical care/maintenance and premix adhesive brand.

Leveraged extensive knowledge of product packaging, market analysis, and

customer requirements to reposition products for the brands sold in Home

Depot, Lowes stores, Daltile and Emser.

. Analyzed, identified, and closed unprofitable business in UK for $500K

EBIT savings while discontinuing unprofitable SKUS.

. Initiated licensing partnership and developed proposal that expanded

entry into global markets in Northern Europe, Australia, and Dubai,

and projected 125% increase in chemical sales.

BRASSTECH INC. / A Division of MASCO, Santa Ana, California ( 2008-2010

Brasstech is a leading manufacturer of high-end luxury brass plumbing

products and a division of Masco Corporation, a Fortune 500 company worth

$6 billion; Brasstech has annual sales of $80 million and 450 employees.

Senior Product/Brand Marketing Manager

Managed and directed 3 brand, new product programs, including development,

pricing, promotion, and sales communications. Created and defined sales

strategies. Researched and applied internal and external customer data to

establish optimum price points. Perform ongoing analysis of product

performance and develop strategies for improvement. Ensure continuous

communication of product lines issues and strategies to all stakeholders.

. Reduced costs by 30% average per finished good resulting in 35% average

margin increase by partnering with supplier and cross-functional

engineering team.

. Increased kitchen faucet sales by 63%; developed vertical marketing

strategy to target weakness of market leader and created incentive-based

approach to position brand as leader in craftsmanship and customization.

. Drove 2% market share gain per segment by creating targeted promotional

program to competitively position product features against segment

leader; leveraged competitive and cost analysis data to realign tier

pricing.

. Generated $150,000 in new monthly revenue at gross margin of 60% by

researching and developing 18 SKU multifunctional shower system

collection under budget and 2-months early using stage-gate process.

RHINOTEK COMPUTER PRODUCTS, INC., Carson, California ( 2007-2008 (Sold to

ILG)

$50 million manufacturer of computer-related consumables for home, B2B,

education, and corporate settings.

Director of Product / Brand Marketing

Led all marketing activities for portfolio of 35 products representing $50

million in annual sales revenue. Managed team of 10 and $4 million budget.

Directed development of internal and external sales programs. Collaborated

in development and launch of new products. Ensure continuous communication

of product lines issues and strategies to all stakeholders.

TOM WATERS ( Page 2 ( *************@*******.***

RHINOTEK COMPUTER PRODUCTS, INC., Carson, California ( 2007-2008

Director of Product Marketing Continued

. Improved performance in all products and brands managed; grew revenues,

cut costs, developed unique retail and reseller marketing programs and

packages, and enhanced brand image.

. Doubled business growth from 10% to 20+% within 6 months from new

product launches by maximizing Asian sourcing relationships.

. Sparked $500,000 in sales in just one quarter by partnering with Sony

media tape division to develop nation-wide sales and marketing campaign

targeting most frequent buyers of competitive brands.

. Influenced 30% increase in toner and office product sales in 3-months by

conducting SWOT and leading software engineering team and 3rd party

software developers to create print management software.

. Drove 80% gain in service-related business by developing national

accounts service division and assigning reps exclusive rights to sell

office supplies and value added services in exchange for cost savings

plans.

. Generated 47.5% increase in overall unit sales by conceptualizing and

launching Web-based procurement hub enabling customers to customize

standing orders and to receive value-added inventory management

services.

. Re-positioned company as comprehensive office products supplier selling

over 15,000 units by developing 6 key partnerships with Dell, IBM, HP,

Sony, YC Cables, and Office Depot, and by creating certified minority

division with website.

ALLTRADE TOOLS, LLC., Long Beach, California ( 2004-2007

Global product design, manufacturing and marketing company selling

automotive tools, power tools, garage equipment and consumer products;

annual sales of $250 million.

Product Manager

Led global sourcing, market research, and product design teams to create

new innovative global products via Asian suppliers. Managed $6 million P&L

budget. Created product and technology roadmaps. Developed and delivered

all sales force marketing, promotional, and training materials.

. Initiated, researched, and launched 10 SKU power tool program leading to

$18 million in sales within 13 months and soaring to $30 million in 2nd

year.

. Generated $4 million in new revenue by leading creation of new line of

private label products with less features than branded products at lower

price-point.

. Led cross-functional product team to increase business growth in 2005 by

33% from $80 million to $120 million through implementation of

aggressive launch program.

. Increased Costco / Big Box sales by 80% quarterly by developing and

executing integrated brand marketing plans.

TRUE VIZIONS, INC., Cerritos, California ( 2001-2004

Product marketing and development consulting business with annual sales of

$230,000.

Product Marketing Consultant / Principal

Launched and built highly successful product marketing and development

consulting business. Collaborated with Asian manufacturing medical, toy,

apparel, and consumer manufacturing companies to develop commercially

competitive products. Leveraged consumer demographics expertise to drive

additional $820,000 in annual revenue for specialty restaurant client

through viral marketing and local promotional event marketing strategy.

. Generated immediate $2 million in global sales by leading global cross-

functional team to create line of GPS-related products.

. Drove over $25 million in sales growth on global scale by identifying

and developing new Taiwanese heart rate monitor with portable design and

time recording features.

Professional experience includes 4 Years Product/Project Manager at

BERKELEY PROCESS CONTROL. Details on request.

EDUCATION

Master of Business Administration / Marketing with Honors, 2009

UNIVERSITY OF PHOENIX, Costa Mesa, California

Bachelor of Science in Business Administration in Marketing Management,

1997

CALIFORNIA STATE UNIVERSITY AT DOMINIQUEZ HILLS, Carson, California

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