Sales Manager

KEITH G. STROM

**** ******* ****** ******, ********* 54403 Home: 715-***-****, Cell: 715-***-**** *******@***.***

SUMMARY OF QUALIFICATIONS

A highly accomplished, results oriented sales executive possessing outstanding leadership, organizational and interpersonal

skills with a successful history in consumer products, contract/commercial and industrial channels. Key areas of expertise

include:

Ability to effectively build strong customer relationships.

Capable of establishing and coordinating activities designed to train and motivate personnel and increase

performance.

Proficient organizer who knows the value of efficient planning and effective category management.

Strategic business planner with an emphasis on improving financial margins and operating income.

Proven ability to anticipate needs and conditions, develop alternatives and formulate innovative plans to meet both

company and customer goals and objectives.

PROFESSIONAL EXPERIENCE

FISKARS (SCHOOL, OFFICE & CRAFT), Madison, Wisconsin 2003 - Present

Vice President of Sales/Director of Sales

Responsible for craft, office, hardware and juvenile product sales exceeding $130 million annually. Managed a sales staff of

13, overseeing channel specific manufacturers reps. Primary markets include craft – Joann’s, Michaels, AC Moore, mass –

Wal-Mart, Target, K-Mart, Sam’s, Costco, Walgreen’s, Albertsons, hardware – Home Depot, Lowes, Menards, industrial –

Grainger, Fastenal, MSC, office – Office Depot, OfficeMax, Staples, SP Richards, United Stationers. Key responsibilities

include creation and execution of sales/expense budgets, supply chain forecasting/analysis, strategic goal/objective setting and

overall management of the sales team.

Coordinated warehouse club activities resulting in a 38% increase ($2.3M) in club category sales via trend

management and new product initiatives.

Increased Lowes sales by 437% ($1.6M) via strategic category management improvements and expanded

promotional placement.

Increased Walgreen’s 2006 sales 39% via sku analysis, expanded product listing and promotional exposures.

Increased United Stationers & WB Mason businesses each 48% respectively in 2008 via category management

practices, increased brand building activities and expanded product listings.

Effectively restructured sales organization resulting in a net income savings exceeding $300K by converting

select key accounts to house accounts.

Fiskars Presidents Award nominee 2006 and 2007.

2002 – 2003

RC2 CORP., (RACING CHAMPIONS/ERTL/LEARNING CURVE), Chicago, Illinois

Vice President of Sales

Responsible for infant and juvenile toy sales exceeding $100 million annually. Managed a sales staff of 7, complimented by 15

manufacturers rep groups. Primary markets include mass retailers – Target, ShopKo, Pamida, Meijer, Walgreen’s, Fred Meyer,

craft retailers – Michaels, Rag Shop, Hobby Lobby, book chains – Borders, Books A Million, sporting goods chains – Cabela’s,

Bass Pro Shop, Gander Mountain and independent toy/hobby retailers. Key responsibilities include d creation and execution of

sales/expense budgets, supply chain forecasting/analysis, strategic goal/objective setting, and overall management of the

specialty sales team.

Expanded craft channel distribution adding Michaels – (1st yr. est. $3M) and Rag Shop – (1st yr. est. $1M).

Achieved 250 new independent/specialty accounts by mid-year ’03 through refinement of tele-sales initiatives.

Restructured specialty sales organization reducing internal staff by 50%, resulting in $500 K in net income

savings for ’03 while increasing gross sales 8%.

Developed a quarterly rep strategy review process used by sales management with the manufacturers reps to

improve bilateral communication, monitor sales objectives and create accountability.

NEWELL RUBBERMAID COMPANY, Atlanta, Georgia 1990 - 2002

LITTLE TIKES COMMERCIAL PLAY SYSTEMS – NEWELL RUBBERMAID CO., Farmington, Missouri

2001 – 2002

Vice President of Sales

Responsible for global commercial & contract play systems sales exceeding $80 million annually. Managed a global sales

team comprised of 6 sales managers overseeing 8 factory reps, 120 manufacturers reps, 7 in-house tele-sales reps and 72

international distributors. Primary markets included municipalities, schools, churches, commercial dayc ares and fast food

restaurants - McDonald’s, Burger King, Chick-Fil-A. Key responsibilities included development and execution of profit and

sales growth strategies, forecasting, product training enhancements, lead generation and tele -sales initiatives and divisional P &

L responsibilities as a member of the executive team.

Achieved a 27% increase in sales over previous year.

Developed and implemented a strategically redefined corporate pricing and commission structure, resulting in

greater marketshare and profit opportunities.

Directed activities to create a 12 month promotional strategy, semi annual product sch ools , quarterly rep

strategy reviews and monthly/quarterly forecast tracking reports.

Contributing member of the executive team responsible for achieving ISO 9001 certification in ’02.

INTERCRAFT/HOLSON/BURNES – NEWELL RUBBERMAID CO., North Smithfield, Rhode Island

Vice President of Sales, Holson Albums 2000 - 2001

Responsible for North American photo album sales of $50 million annually. Developed a North American sales structure

comprised of a sales staff of 6, complimented by 12 manufacturers rep groups calling on Wal-Mart, K-Mart, Target, Sam’s,

Costco and regional mass retailers, drug and grocery retailers/distributors, craft and bath retailers and military exchanges. Key

responsibilities included creation and execution of a redefine d sales team structure, sales and expense budget development,

development of the divisional business unit strategy and overall P&L of division as a member of the executive team.

Achieved a 61% sales increase at Target in 2000 by introducing a trend focused assortment of new products.

2000 Target Bulls Eye Award recipient.

Increased Sam’s Club sales volume by 133% in 2000 by securing an extended feature item.

Coordinated activities to create a comprehensive sales handbook featuring seasonal promotional off erings,

P.O.G. conversion analysis reports, forecasting worksheets, basic sell sheets and price lists.

NEWELL OFFICE PRODUCTS-NEWELL RUBBERMAID CO., Madison, Wisconsin 1993 - 2000

National Sales Manager, Mass Markets

Managed 3 field sales managers, with overall responsibilities for 19 manufacturers rep. agencies calling on Wal-Mart, K-Mart,

Target and regional mass retailers, Sam’s, Costco and BJ’s, drug and grocery retailers/wholesales, specialty stores and milit ary

exchanges. Sales volume exceeded $60 million annually, with P&L responsibilities for the entire division category. Key

responsibilities included the development of category sales strategies, promotional program development, P.O.S. information

management and supply chain forecasting and execution.

Achieved 99% customer service levels with Wal -Mart, K-Mart and Target.

Increased 1998 year-end sales 19% with Wal-Mart and 13% with K-Mart.

Increased 1999 Tax Time promotional purchases 38% at Wal-Mart and 78% with K-Mart.

Doubled K-Mart sku count via category management practices in 1999.

Newell Office Products 1998 Peer Response award recipient.

Newell Office Products 1998 Category Management award recipient.

Sales Manager, Office Superstores

Responsible for all sales activities with Office Depot, OfficeMax, Staples and Business Depot, accounting for $50 million of

annual sales. Played an integral role in sales placement in European and Mexican Superstore expansion. Key responsibilities

include program and promotional planning, gross margin and operating income enhancement, forecasting and P.O.S. analysis

and the development of semi annual sales and execution plans. Managed the Superstore product/program consolidation of 2

major company acquisitions within a 6 month p eriod, doubling total sales volume responsibilities.

Increased sales volume by 52% and operating income dollars by 284% over 4 year period.

Increased line fill/on time from an average of 88% to an average of 99% in 4 year period with Office Depot,

OfficeMax, Staples and Business Depot.

1994 Staples Vendor of the Year recipient.

1995 Office Depot Vendor of the Year nominee.

1995 Newell Achievement Award nominee.

1996 Staples Vendor of the Year recipient.

1997 Office Depot Vendor of the Year recipient.

MIRRO CO. – NEWELL RUBBERMAID CO., Manitowoc, Wisconsin 1990 - 1993

Northeastern Regional Sales Manager

Managed 15 mass merchant and 8 specialty manufacturers representatives calling on mass merchants, drug chains, grocery

retailers/wholesalers, department/specialty stores and hardware dealers/distributors throughout the 16 Northeastern states.

Developed seasonal promotional plans designed to create new selling opportunities and enhance current sales. Budget planning

and quota establishment were integral to the position. Total sales volume responsibilities consisted of $31 million.

Achieved grocery market sales increase of $1,200,000, (120%) in 1992.

Developed successful value-add promotions resulting in incremental sales growth of approximately $2,100,000.

CHICAGO CUTLERY/GENERAL HOUSEWARES CORP., Minneapolis, Minnesota 1984 - 1990

Various Sales Management Positions (Housewares & Sporting Goods Divisions.)

Bachelor of Science Marketing and Finance. Minnesota State University - Moorhead,

Education:

Moorhead, Minnesota

Seminars: National Premium Sales Executives, New York, New York.

Chester Karras, Executive Negotiating

Communispond, Inc., Executive Presentation Skills

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