Sales Management
Resume:
William R. Sanford
Prescott, WI 54021
*************@*****.***
Professional Profile
Accomplished marketing professional with over thirteen years of successful product, marketing, and management
experience. Proven abilities to increase market share, sales growth and overall increase in profitability through
various category management, strategic development, channel management, market development and new
product development initiatives. Excellent communications skills with strong ability to lead cross-functional team
projects. Results driven with aspirations of continual success.
Professional Experience
Smead Manufacturing Company
Category Mananager
January 2006 to Present
• Led the development of all category business plans within the filing category. As a result, Smead maintained brand
presence in a private brand environment while consistently growing market share. Over a three year period, Smead brand
share increased by 10%.
• Developed annual category plans and continually collaborated with Channel Managers and National Account
Managers to guarantee category plans were implemented in a timely manner. These initiatives led to an increase in overall
margin and sales dollars of 11% on an annual basis.
• Identified requirements for the filing category and the necessary consumer research needed to maximize current product
placement, new product development and new product placement. Smead achieved an 80% placement rate of all new
products and led the industry with sales of new products.
• Responsible for validating category management practices and meeting best practices within the industry. Reviewed
established definition, roles and segmentation to meet the desired results. The category management process resulted in
an 18% increase in sales with one of our largest customers.
• Provided project management expertise in developing current year roadmap and tactical planning for the filing
category. Directed the project management process to include schedule management, progress tracking, report development
and milestone definition. As a result, Smead achieved a 20% increase in employee efficiency.
• Developed monthly, quarterly and annual reporting analytics. These insights served as the basis for go-to-market
strategies during difficult economic conditions. As a result, Smead maintained and grew market share and become the
thought leader with our customers.
Channel Management
April 2003 to January 2006
• Led the development of channel go-to-market strategies and tactics with office supplies resellers (Office Depot,
Staples, OfficeMax, Corporate Express, United Stationers, SP Richards and Quill). Over a three year window these
customers averaged an annual increase in sales of approximately 5%.
• Pioneered an industry leading process of reviewing consumer catalogs and ecommerce sites. This process was viewed
as “Best in Class” and used as a standard for all manufacturers to follow. In addition, the process helped Smead create
efficiencies in work flow and ensured all customer dates were met on time.
• Integrated new product plans into channel plans that allowed for maximum placement and implementation of corporate
merchandising plans. Over 80% of new products introduced received placement within the first year, exceeding industry
standards.
• Developed and implemented marketing/promotional programs and initiatives for national account customers. On an
annual basis the various initiatives accounted a 10% lift in sales and overall increase in consumer impressions.
• Developed trade-up strategies (good, better, best) designed to drive consumer purchases of commodity products to
higher margin products. Experienced an increase of $2.5M sales with one customer on a single SKU within 12 months.
Product Management
June 1997 to April 2003
• Successfully introduced new to the market products and managed product lines in excess of $59 million in sales.
• Introduced a new line of imported products that exceeded $4 million in less than 2 years.
• Worked with cross functional teams to determine most efficient manufacturing process while meeting consumer and
reseller requirements. Improved process increased efficiency and speed to market by 8%.
• Responsibilities included P&L, strategic development, new product development, consumer research, brand building,
merchandising, promotional development and pricing.
• Introduced new to the market products while coordinating all marketing support materials (dealer launch kit, demo
software, sales brochures and ecommerce support materials).
City of Prescott, Wisconsin
Director – Prescott Emergency Medical Service
June 1997 to April 2003
• Established standard operating guidelines for service and service members while adhering to state, local and OSHA
requirements. As a result, we maintained a high level of service with no employee injury claims.
• Created schedule and incentive program for 30+ Emergency Medical Technicians and First Responders. The program
provided necessary personnel to ensure 24/7 coverage while decreasing overall absence and increase productivity.
• Coordinated monthly business and training meetings needed to facilitate training requirements, incident debriefing and
basic business functions.
Education and Certificates
University of Wisconsin – River Falls, WI
Dive International – Boulder, CO
Business Administration – May 1997
Certified Dive Rescue Technician – July 2006
Public Safety Diver – August 2005
Chippewa Valley Technical College – Eau Claire,
WI
Certified Emergency Medical Technician – January 2008
Certified Fire Fighter Two – May 2003
Certified Fire Fighter One – May 2001
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