Sales Manager

Cat Sharpe Russo

Qualifications Summary: A proven strategic and tactical leader in the

field of training & development and publishing; a driver of new and

innovative content;, a successful product and people manager with a

winning track record attaining revenue and lowering expense s.

Major Accomplishments:

. The ASTD Learning System-the single body of knowledge that supports

credentialing in the training and development profession.

Conceptualized content, led internal and external vendor team to

create and produce content and derivative products. Drove more than

$2 million in sales in first three years.

. The ASTD Handbook for Workplace Learning Professionals-the preeminent

reference source for trainers. Directed content development and

expedited launch (less than one year) of the most hailed ASTD product

of 2008. #1 revenue driver for the program; achieved $350,000 of sales

in less than six months.

. Rights & Licensing -developed annuitized revenue stream for ASTD

through content sales using a rights and licensing model. In first

year of activity, grew revenue more than 40 percent through third-

party content agreements, foreign translation rights sales, and

created customized licensing products aligned to customer needs.

. "10 Steps Series"-capitalized on ASTD's training expertise to develop

content engaging to the general business audience, teaching

fundamental skills such as presentation, management, facilitation,

business writing, meetings, and project management. Content so well

received it is currently being translated in more than 10 languages.

. Membership Benefit Program Development-developed, created, executed

and implemented new offerings for membership interest groups that grew

life-time revenue value of membership by 50 percent.

Positions Held/Expertise:

Russo Rights, LLC. Fairfax VA

Independent consultant specializing in development of training content,

content rights& licensing sales management, and publishing. (August 2009 to

current).

American Society for Training & Development (ASTD), Alexandria, VA

Director, International Sales & Licensing (October 2008-August

2009)

Driver of ASTD's annuitized revenue opportunities through content

sales to institutions, international distribution, electronic sales

and licensing packages. Forty percent revenue growth in one year

attributable to this effort.

Director, ASTD Press (2003-September 2008)

Leader of ASTD's content program in books, Infoline (periodical) and

certification preparation with P/L accountability for $4.5 million in

revenue and $3 million in expenses. Direct report to CEO with

department responsibility of 10 internal and 20 external staff;

content development and production of 35 new products per year, rights

& licensing, product fulfillment and warehousing, marketing, world-

wide sales, distribution channels and vendors. Created ASTD Press--

devised and implemented new business model for ASTD publishing by

moving from a distributed sales model to a self-publishing model,

increasing net revenue by 40% for the organization. A key driver of

strategic content direction for the organization. Leader of ASTD

conference store businesses that serve more than 15,000 customers.

Director, Logistics & Circulation (1999-2003)

Directed circulation and membership fulfillment of all revenue

producing products (periodicals, books, research, software,

merchandise and membership benefits) totaling more than 650,000

deliverables a year, plus AMS system for order processing and

fulfillment of 2,000+ orders per month and inventory of more than

2,000 items. Managed third-party fulfillment vendors; developed

reporting structure and inventory processes for centralized for

complete turn-key operations and managed $500,000 expense budget

related to fulfillment and vendors. Implemented membership plus

segments for ASTD that drove more than $750,000 in yearly revenue.

Product Manager and Editor-Infoline (1996-1999)

Responsible for $1 million annual revenue/$400,000 expense for three-

tiered product-monthly periodical subscriptions, single issue sales,

and anthologies. Managed all editorial work, from concept to print;

directed and supervised two in-house reports and one freelancer.

Initiated revitalization program for product line and brought

international rights business to ASTD for content sales.

Time-Life Books, Alexandria, VA-various editorial and administrative

positions. Honed content creation skills with education/training focus

including research, writing, and editing for existing and new product

development. Conducted training, administered compensation program for 150

member staff, processed and reviewed financial budgets and staff

utilization reports as part of administrative role reporting to the

Managing Editor.

Writer/Researcher (1993-1996)

Senior Researcher (1987-1993)

Assistant to the Managing Editor (1983-1987)

Editorial Assistant/Permissions Assistant (1980-1983)

EDUCATION, PROFESSIONAL DEVELOPMENT & LANGUAGES

. Credential in Human Performance Improvement (HPI)

. Continuing Professional Development in leadership, management, project

management, and executive business skills through ASTD University.

. BA History, George Mason University

. English, German, French, Luxembourgish, and Russian (some

familiarity).

10522 Meadow Bridge Lane Fairfax, VA 22030 703-***-**** (H)

571-***-**** *******@***.***

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