Sales Manager

PETER CRAIG SUTHERLAND

Toronto, Ontario

Home: 416-***-****

Mobile: 647-***-****

Email: *****.*.**********@*****.***

http://www.linkedin.com/in/petersutherland

PROFESSIONAL PROFILE

A seasoned executive with over 20 years of experience at IBM, Lenovo, Apple and most recently as the Director of Sales and Marketing for Alma Consulting Group who consistently meets or exceeds targets and objectives. Experience spans leadership roles in sales (channel and client) and marketing (brand/product management, marketing communications) in Canada, the US and Europe. A skilled communicator, both in stand up presentations and small group meetings, with a record of building (and repairing) organizations. With exceptional people skills, equally at ease coaching and developing younger employees or giving seasoned professionals the responsiveness and problem solving they need to carry the initiative forward. A veteran of senior leadership teams and contributor to strategy setting as well as execution, with a reputation in the industry for fair-dealing, integrity and straight talk.

EMPLOYMENT

Spinzo Corporation

Sales and Marketing Management, Toronto, September 2012 to Present

Developing the sales function for a startup at pre-launch stageContributing to the design of the business model from client acquisition to delivery of service

Alma Consulting Group

Director of Sales and Marketing, Toronto, September 2011 to July 2012

Leading a team of 10 Account Executives nationally to achieve over $6,000,000 in new business from SME and Key AccountsManaging all B2B marketing including sales collaterals, digital marketing and eventsImplementing a Salesfore CRM application and territory management tool designed to support the Alma consulting sales model

ThinDesk Inc.

Director of Channel Management, Toronto, January 2010 to September 2011

Developing the ThinDesk VAR channel programRecruitment of strategic Canadian VARsSales support to VARs to identify, close and deploy clientsMajor redevelopment of corporate website

Apple.

Manager, General Business Division, Toronto, October 2007 to September 2008

Grew revenue Y-Y 25% on a growth target of 10% and achieved highest profit of the four divisionsLaunched small business growth initiativeThird level manager of 40+ person division accountable for $235 million (CDN) sales quota for Apple computer, software and music products to commercial customersSuccessfully integrated several disparate groups into an organization composed of four managed teams: client facing sales; channel sales; systems engineering services; channel marketing and management including internal and external training

Lenovo (Canada) Inc.

Channel Sales Director, Toronto, April 2005 to June 2007

Successful transition of employees, business processes and business partner agreements from IBM to Lenovo in sale of PC DivisionExceeded $550 million (CDN) annual channel sales quota for Intel based PC products (revenue target was less than IBM because Intel Server business remained with IBM)Business development yielded over 100% growth in number of resellers and VARs Similar responsibilities as BUE role for IBM Canada Ltd.

IBM Canada Ltd.

Business Unit Executive, Channel Sales, Toronto, April 2002 to March 2005

Complete redesign of soft dollar back margin programs to motivate channel to sell more profitable products Consistently exceeded $700 million (CDN) annual channel sales quota for Intel based PC and Server products, managing a team of 2 sales and marketing managers in a national organization of 58 professionals covering 700 resellers and VARs and four distributors nationally in all commercial market segments: SMB, Enterprise, Public SectorDefined sales territories, assigned quota, forecasted, hired and coached Established and maintained relationships with business partner executives raising measured Business Partner Satisfaction Index

IBM Eurocoordination

Brand Manager,ThinkPad, EMEA Paris, France, June 2000 to April 2002

In 3Q00, delivered largest ever sales volume in EMEA Mobile brand Exceeded $1.4 billion (USD) Revenue for IBM ThinkPad products, Europe, Middle-east and AfricaManaged a team of four direct report and four dotted-line marketing and operations professionals in headquarters, plus 20 dotted-line marketing managers in-country, supporting sales in all segments: financial, telecom, public sector, manufacturing/industrial, SMBReported weekly operations status and action plans to EMEA executive teamExecuted worldwide marketing communications programs in EMEAPlanned and implemented new product launches including Europe-wide training and press eventsPlanned product volume and model mixRepresented market requirements to Worldwide Mobile brand group in USA

IBM Canada Ltd.

National Sales Manager, Public Sector and Utilities, Toronto, January 1999 to June 2000

Achieved $366 million sales quota for IBM PC products, 2000Achieved $281 million sales quota for IBM PC products, 1999 Managed a team of nine marketing and sales professionals in a largely bid or RFP sales pipeline processDefined sales territories, assigned quota, forecasted, hired and coached new sales representativesEstablished and maintained relationships with client senior management

Manager, Commercial Desktop & IntelliStation brands, Toronto, August 1998 to December 1998

Achieved $360 million (CDN) Revenue exceeding targetManaged a team of seven sales and technical professionalsDeveloped and executed an annual Marketing PlanInterfaced with world-wide product development team for Canadian product requirementsPlanned business volumes, model mix and pricingCommunications plan including advertising and PR

IBM Corp. (U.S.)

Worldwide Market Manager, WW Mobile Brand, Raleigh, North

Carolina, U.S.A., January 1997 to July 1998

Developed "Go to Market" launch methodology subsequently used in all markets by all PC brandsDeveloped and documented Worldwide Mobile Brand pricing strategy (received IBM Award) Responsible for ThinkPad brand marketing execution in Europe:Worked with key European countries to plan Go to Market product launchesEstablished quarterly tactical Marketing PlanPlanned ongoing product volume/mixTrained IBM field sales and channel sales forces Met with press to condition market in preparation for launch (media trained)

Worldwide Product Segment Manager, WW Mobile Brand, Raleigh, North

Carolina, January 1996 to December 1996

Marketing lead on cross-functional product development team (engineering, production, service, finance)Identified market requirements and life cycle volumes for General Business (300 Series) ThinkPad in key countries globally – member of team which launched ThinkPad 380 – the highest global volume program in ThinkPad historyFormulated specific models with Brand Development teamDeveloped a Worldwide Marketing Plan for the General Business segment of the ThinkPad brand used as template for other segmentsGathered product requirements through qualitative(focus group) and quantitative testingManaged the marcom plan with advertising and PR agencies

IBM Canada Ltd.

Brand Manager, Mobiles, Toronto, October 1993 to December 1995

Achieved $160 million (CDN) Revenue – highest ever for ThinkPad brand in IBM CanadaManaged a team of three marketing and technical professionalsDeveloped the brand equity and positioning of the ThinkPad brand of mobile personal computers in CanadaDeveloped and executed an annual Marketing PlanInterfaced with world-wide product development team for Canadian product requirementsPlanned business volumes, model mix and pricingCommunications plan including advertising and PRComplete sales support for IBM branded retail store chain (Home Computing) and National and local/regional

retail storesLaunched ThinkPad to Canadian distribution channel achieving #1 share by year-end

Program Manager, Cross-Brand Strategy, Toronto, March 1993 to October 1993

Program Manager, Strategic Accounts, Toronto, February 1992 to March 1993

Programs Manager, Personal Systems Education, Toronto, February 1991 to February 1992

Account Executive, December 1987 to February 1991

Sales Representative, Toronto, January 1987 to November 1987

Marketing Representative, Industrial Computers, December 1985 to December 1986

Marketing Trainee, London, June 1985 to December 1985

Multilingual Television Limited (Channel 47)

Program Assistant, Toronto, November 1980 to August 1981

Appeared on-camera during daily two-minute segmentProvided technical assistance to director during live broadcast

EDUCATION

Master of Business Administration, Western University (Richard Ivey School of Business), 1985

Computer Science, University of Toronto, 1983

Bachelor of Arts, Victoria College, University of Toronto, with Distinction, 1980

ACTIVITIES AND ACHIEVEMENTS

17 Awards for sales and professional recognition from IBM

Volunteer worker for Operation Lifeline (SE Asian refugee resettlement), 1980 to 1982

Reporter and Features Writer, Varsity Newspaper, U of T, 1977 to 1980

Ontario Scholar, 1977; St. Lawrence Cement Scholarship, 1977 to 1980

Family Activities, Cycling, Sailing, Physical Fitness, Travel, Reading, Theatre and Music

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