Sales Customer Service

KELLY B. MCVEY

abl3qo@r.postjobfree.com

**** ******* ****. *********: 248-***-****

Birmingham, MI 48009 Cell: 502-***-****

CAREER SUMMARY

Accomplished Marketing Professional with a record of delivering top-line

and bottom-line results in consumer products and B2B. Ability to operate

in all facets of marketing from VOC, roadmapping, strategy, new product

development and launch, product management, pricing, branding, promotion,

channel management and M&A. MBA with P&L experience who applies strategy

in assessing the market and execution of tactical plans to maximize ROI,

increasing market share, brand awareness and profitability. Mentors and

builds high performing teams. Expertise in the following:

Global Strategic VOC - Focus groups, surveys Lean Initiatives - VSM Green

Planning Belt

Product Management Lead generation / CRM launch - ACT, Salesforce,

qualification SAP

Talent Development Brand messaging and Word, Excel, PowerPoint

building

Stage-Gate Pricing - Conjoint Analysis ERP Implementation - Oracle,

Development SAP

Sales Management MarCom - advertising, Website launch and analytics

tradeshows

P&L - Operations Merchandising - POP, CAD/CAM - Unigraphics,

packaging Intergraph

Career History

KENNAMETAL INC., Latrobe, PA 2004-Present

Global supplier of engineered components, coatings and advanced materials

with $2 billion sales.

Director of Marketing and Customer Service - Energy, Chemical, Power Gen,

Renewables

Manages three product managers and five customer service reps.

Responsible for leading annual global strategic planning for $350M+

revenue, technical/product roadmapping, market-driven business

development, lead generation and customer acquisition, product

development, M&A and MarCom.

. Identifies and prioritizes new market opportunities by market segment

and geographic region.

. Transforms business from product driven to market driven utilizing

Voice-of-the-Customer

. Leads annual strategic planning process - 5 year outlook and annual

operating plan

. Develops technology/product roadmaps forecasting CAPEX and manpower

needs for the business

. Identifies and coordinates M&A opportunities complimenting BU and

divisional strategies

. MarCom team coordinates 26 tradeshows annually; advertising, e-

business and collateral

. Leads global process business team for upgrade from SAP 4.6C to ECC

6.0, IBM as implementation partner. Team responsible for standardizing

end-to-end processes globally for all opportunity-to-cash processes

and implementation of SAP 7.0 CRM.

. Increased sales 90% and EBIT 97% during first 2-1/2 years of

employment

ARVINMERITOR, INC., Columbus, IN 2001-2004

Tier 1 supplier of light and commercial vehicle modules and components with

$8 billion sales.

Business Unit Manager - Arvin TD Center (2003-2004)

Full P&L responsibility of B2B coating business. Managed Sales, Customer

Service, Accounting, Engineering and Production

. Developed business strategies to meet competitive threats and market

conditions, including pricing, channels to market, customer alignment,

and sales force incentives.

. Sales leadership of direct and in-direct sales team; Transitioned,

coached and trained team on strategic, structured customer acquisition

process

. Created strategy for all promotional activities including collateral

generation, website, print media advertising, editorial pursuits,

direct mail campaigns, tradeshows, and seminars.

. Served as change agent, leading cultural transformation to a

customer-focused business.

. Increased from 0% to 18% EBIT by instilling Lean Principles

throughout organization; decreased lead time from two weeks to four

days.

. Eliminated waste, maintained workforce; improved quality,

reducing rework from 8% to 1.5%.

Kelly B. McVey Page 2

ARVINMERITOR, INC., Columbus, IN (continued)

Global Director of Marketing - Air and Emissions Technologies (2001-2003)

Oversaw all marketing activities for light, commercial, and lifestyle

vehicle markets; managed commercialization of new products (innovations)

and processes; directed marketing budget of $1.75 million for division

with sales of $1.8 billion annually.

. Led annual global strategy for division, 5 year outlook, Environmental

Scan

. Researched and strategy development of Commercial and Lifestyle

Vehicle Exhaust

. Responsible for global product promotion activities

CHAR-BROIL-W.C. BRADLEY COMPANY, Columbus, GA 1997-2000

Manufacturer of BBQ grills, parts and accessories with $450 million sales.

Manager, Product Planning and Design - Parts and Accessories

Directed parts and accessory product line, growing line from $50 million

to $61 million; managed a five-person marketing team, including product

management and graphic design. Recommended and implemented new product

ideas, product and packaging improvements, promotional strategies, and

pricing policies in support of strategic objectives.

. Oversaw development of packaging, POP (Point of Purchase), print

media, and collateral.

. Re-launched entire product line, 500 skus, from English-only

with line art to multilingual with full photography under Coleman-

licensed, Thermos, and Char-Broil brands, improved throughput in

manufacturing by 40%.

. Managed launch of 200+ SKUs under new house and private label

brands - K-Mart - Martha Stewart, Sears - Kenmore, Target - Grill It

collection, and Home Depot - Outdoor Cooking Collection.

. Grew business 25% at Home Depot to $5 million; Gained five Wal-

Mart Distribution Centers equating to 80 SKUs on 16' display for more

than $8 million in annual sales.

MURRAY, INC., Brentwood, TN 1991-1996

Manufacturer of riding and walk mowers, snowthrowers and bicycles with $750

million sales.

Market Development Manager - Walk Behind Products (1994-1996)

Identified customer needs and requirements to drive new product

development for snowthrowers, walk mowers, edgers, and cultivators,

representing $350 million in combined annual sales.

. Developed and implemented warranty card database, focus groups,

phone and mail surveys, competitive comparison matrices, and

geographical mapping to identify market clustering and trends.

. Analyzed and formulated market research into business strategies

and product plans.

. Justified recommended programs to the buyers of key customer

accounts, including Sears - Craftsman; Home Depot - Scott's, Murray;

Wal-Mart; K-Mart through market research findings.

. Executed unique customer initiatives through development of new

platforms tailored specifically for customer needs, such as taking 15-

20% of $99 mower to a higher price point of $249 at a higher margin.

Product Designer - Riding Lawn Mowers (1991-1994)

Designed new riding lawn mower styling packages utilizing Intergraph EMS

CAD.

. Provided differentiated models for mass merchants by using new

styling packages for lawn tractors in 1993 and 1994, managing capital

expenditure of $1.6 million.

. Saved company more than $2.4 million annually through part

design and material selection.

Education

Master of Business Administration, Belmont University, Nashville, TN

1995

The Jack C. Massey Graduate School of Business, GPA 3.89

Bachelor of Science, Industrial Technology, Illinois State University,

Bloomington, IL 1992

Minor in Economics, Magna Cum Laude, GPA 3.87

W.C. Bradley Leadership Institute - One of 20 team members selected

annually for program.

University of North Carolina, Kenan-Flagler School of Management, Chapel

Hill, NC, 2000.

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