Sales Manager

Fred E. Cecala

*** ***** **-** *****, Mount Prospect, IL 60056

H: 847-***-**** C: 847-***-****

**********@*****.***

Corporate Marketing / Product Development & Management / Brand & Marketing Strategy

Highly accomplished, visionary executive with proven ability to achieve long-term growth in revenue, market share

and profitability, in start-up, high-growth, and turnaround environments. A creative marketer and change agent –

especially skillful at identifying new business opportunities, creating plans to capitalize on them, marshalling

internal and external resources, and managing through to completion. A successful P & L manager with strong

background and expertise to develop, define and differentiate new or improved products – achieving “best in class”

position in highly competitive markets.

Extensive professional skills & experience, including:

Providing Insightful Market/Consumer Research Opening International Distribution Channels

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Solving Complex Business Problems Maximizing Customer Satisfaction & Retention

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Managing Multiple Brands & Product Lines Cutting Production Costs & Boosting Profits

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Hiring, Training, Coaching & Team-Building Merchandising & Trade Show Management

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Managing Product Launches & Life Cycles Marketing Communications & Public Relations

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Professional Background

Publications International, Ltd. Lincolnwood, IL 2005 – 11/08

-- Director of Marketing

Initiated, designed and directed this company’s first proprietary consumer and market research strategies.

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Improved retail business 158% by implementing the analytical insights gained.

Formulated new strategic business planning and analysis for a major mass retailer (Meijer). Boosted

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business productivity 71% in unit sales, 53% in dollar sales, and 35% in margin dollars.

Conceived and developed a new design of a stagnant product concept for a major mass retailer (Target).

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Earned an 80% share of available market, and a 170% increase in sales dollars.

Directed business development, product packaging, and marketing communications across divisions.

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Streamlined go-to-market strategies, and achieved $40M in incremental sales last year.

Built and optimized market, consumer and competitive intelligence frameworks. Established market

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leadership position based on knowledge and insights, leading to 150+ successful new product launches.

3-2-1 Launch! (Maddock Douglas, Inc.) Elmhurst, IL 2004 – 2005

-- Insights Director (equity position offered)

Developed profitable business strategies by cultivating unique methodologies for mining consumer and

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competitive insights. Doubled projects and client base to nearly $1M in billable revenue in six months.

Guided internal and client teams through strategic discovery, immersion research, opportunity analyses,

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ideation, and concept development. Generated market-changing product concepts.

Fred E. Cecala -- page 2 (Professional Background, continued)

Woodridge, IL 2002 – 2004

Wilton Industries

-- Vice President, Marketing & Product Development (2002 – 2004)

Controlled a $5M operating budget, $50M brand portfolio and 1,400 SKUs. Launched 100+ new products,

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generating $15M in new sales in 18 months.

Identified opportunities and set strategies for business improvements. Reduced operating expenses 15%

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and added $500k in bottom-line savings by optimizing product mix and consolidating vendors.

-- Director of Marketing (2002)

Led a dramatic turnaround of an under-performing marketing team. Achieved a 14% increase in revenue,

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outpacing the industry growth average of 4% for the same time frame.

Des Plaines, IL 1999 – 2002

Blyth, Inc. / Candle Corporation of America

-- Director, Strategic Planning & Business Development (2001 – 2002)

Integrated best practices and strategic thinking across all corporate business units of this $1.2B

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manufacturer and marketer. Improved hit rate of new product introductions by 30%.

Had P&L responsibility for 5 retail product lines and $150M in annual revenue. Established operational

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strategies between three brands in the U.S. and U.K.

-- Director, Marketing & New Business (1999 – 2001)

Defined a new market opportunity based on research and analytical insights; then developed and launched

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a new product line. Generated $40M in sales within 18 months, and captured 11% market share.

Lincolnshire, IL 1995 – 1999

Fortune Brands / ACCO Office Products Group

-- Director of Innovation (1997 – 1999) -- Senior Product Manager (1995 – 1997)

Directed and led cross-functional product development teams. Invented and patented new products,

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yielding $25M+ in new revenue in less than two years.

Identified new market and product opportunities. Drove growth of a major product category by 30%,

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boosting sales from $150M to $195M in two years.

Morton Grove, IL 1989 – 1995

Tommy Armour Golf Company

-- Market Analyst / Product Manager / Merchandise Manager / Division Manager

Managed the growth and operation of the apparel division. Increased revenues from $15M to $65M

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through product design, strategic planning, and business development leadership.

Education & Training

MBA - Marketing (2004) & BA - Business / Corporate Communications / Economics (1989) magna cum laude,

Dominican University, River Forest, IL

Additional training in leadership skills, negotiating techniques, sales & sales management, trademark law, visual

merchandising, social network marketing strategies, and Internet-based research methodologies.

Contact this candidate