Sales Marketing

RODNEY L. LANNING

** *. ********* **. *******, TX 77002 281-***-**** **************@***.***

MANAGER: BUSINESS DEVELOPMENT / SALES

Results-driven management professional with extensive experience leading marketing & sales and new

business development for new startups and large global corporations in the construction, industrial and oil

& gas industry – generating millions of dollars in revenue growth. Well-versed analyzing competitive

landscapes and designing market vision and strategies to aggressively penetrate and expand in national

markets. Proven track record conceptualizing and implementing sales plans to increase market share and

brand awareness. Particularly effective building and managing high-performance sales teams that

collaborate as focused units to consistently achieve sales goals. Highly effective leveraging strategic

account relationships, negotiation skills, and multi-million dollar budgets to identify and attract new

business opportunities.

CORE LEADERSHIP COMPETENCIES

Strategic Sales Planning & Execution Budget Accountability

New Business Development Marketing & Advertising

Market Penetration Strategies Startups & Acquisitions

Team Leadership & Collaboration National Account Management

PROFESSIONAL EXPERIENCE

INTEGRATED CONSULTING – Houston, TX 2009 - Present

Owner/President

Leveraging more than 20 years of Sales and Business Development to provide

sales, marketing, and strategy consulting services on a contract basis for

companies in the construction equipment, oil, gas, and energy industries.

• Created and developed marketing strategies for a foreign water purification

company including new product development, positioning, and market strategy

to get into the oil & gas industry.

• Identified and provided executive management for a major environmental

company a business strategy to capture more revenue during refinery and

industrial turn arounds and shut downs.

• Trained and directed sales training for new sales personnel for a major

equipment company.

• Provided safety training for major oil and chemical companies in the Gulf Coast

Region.

BAKER HUGHES, INC. – Houston, TX 2008-2009

Strategic Account Manager

Global provider of reservoir products and services for the oil and gas industry with annual sales

exceeding $13 billion.

Oversaw all strategic accounts supporting product lines throughout the North America and internationally.

Managed indirectly and trained 37 product representatives. Worked closely with both domestic and

international management to maintain proper alignment with business goals. Leveraged key client

relationships to identify and secure new business opportunities. Evaluated client’s future technology

needs and budget allocations to determine appropriate product / service solutions. Tracked and managed

contract, DSO, and pricing requirements.

• Generated significant revenue growth by establishing and maintaining key relationships with

company’s top 20 strategic accounts in North America and internationally – competitively positioning

firm for market growth.

• Delivered $305 million in annual sales growth by developing and implementing sales strategies

with staff of Operations and Market Account Representatives to aggressively target and large strategic

oil & gas companies to secure their business both in North America and internationally.

• Added $75 million in annual sales by spearheading a management team to identify and

successfully renew three major contracts, (liner systems, packer systems, and fishing), representing

60% of company’s total revenue.

SBH NORTH AMERICA – Houston, TX 2006 – 2007

VP of Sales & Marketing

World’s leading manufacturer of underground trench shoring equipment and products sold primarily via

a multi-national distribution network.

Managed day-to-day operations supporting marketing and sales efforts for a specialized equipment

manufacturer. Accountable for all aspects of marketing & sales, strategic planning & execution, new

business development, account management, contract negotiations, procurement, channel relationships,

and employee relations. Supervised a five-member staff including 23 plant employees. Analyzed market

demographics to determine potential for best product representation. Developed all marketing materials

and sales support literature.

• Secured $20 million in venture capital funding and bank financing by successfully devising and

presenting business and marketing strategies to key stakeholders for a new manufacturing startup.

• Successfully negotiated strategic partnership with two distributors to supply trench shoring

equipment valued at $1.5 million prior to plant being operational.

• Generated additional $1.2 million in sales in six months of operation by establishing a base of

distributors for manufactured trench shoring equipment.

IRONPLANET – Houston, TX 2004 – 2006

National Account Manager

World’s largest online auctioning company for used construction equipment.

Managed key national accounts that included marketing and promoting firm’s online auction business

solution to OEMs and national and multi-regional mining construction and operating service companies.

Devised and executed strategies to target and penetrate key accounts.

• Produced $4.5 million in sales by leveraging relationships to win key accounts with OEMs and

national / multi-regional mining construction and operating service firms.

• Generated 25% of company’s national account revenue by expanding into multi-national mining

companies for used equipment.

• Collaborated with 7 Regional Managers, 27 Territorial Managers, and 12 Inspection Services to

ensure equipment was inspection and preview ready for company’s auction site.

MODERN GROUP LTD – LaPorte, TX 2002 – 2003

Director of Advertising & Marketing

Leading manufacturer of oil and gas equipment.

Led marketing and advertising for parent company and 5 subsidiaries supporting commercial and

industrial customers. Directed three-member staff. Developed financial projections and strategies for

marketing and advertising programs, campaigns, and concepts. Led team in conducting due diligence for

prospective acquisitions. Designed and placed timely advertising in industry magazines. Developed

product catalogs and marketing literature for each business unit.

• Successfully identified and completed successful acquisition of $12 million competitor with three

plant operations located in CA, IN, and Mexico.

• Established and managed $3.5 million marketing and advertising budget for parent company and

five subsidiaries serving the commercial and industrial clientele of the oil & gas industry.

• Boosted sales by 40% and national brand awareness by 75% with 2,500 leads generated by

directing advertising, public relations, and trade show functions to build and grow a large market

territory.

• Achieved revenue growth of 23% in 2002 and 32% in 2003 by expanding direct sales and

wholesale distribution channels on a national level.

NATIONSRENT– Ft. Lauderdale, FL 1999 – 2001

Director of National Accounts

North American based equipment rental company with annual sales exceeding $800 million.

Recruited to manage the company’s first national accounts program with oversight for corporate and

regional marketing policies and customer service standards. Managed 15 direct reports. Identified

customer base, developed prospect list, and initiated relationships. Negotiated special pricing and

executed initial agreements. Prepared contract templates for regional and local implementation. Hired and

trained eight national account managers.

• Generated more than $40 million in incremental rental revenue in two years by crafting strategies

to market and promote rental equipment products as part of a national account program.

• Surpassed national account monthly sales goals that included generating $5 million in sales in

three months by identifying and securing new business opportunities.

• Delivered more than $30 million in revenue growth by negotiating a strategic alliance with

Lowe’s retail operations across North America to establish small rental outlets for small equipment in

47 Lowe’s stores.

ADDITIONAL WORK HISTORY

• VP of Sales & Marketing, NTS, LLC, Houston, TX 2003 – 2004

• Director of Sales & Marketing, National Equipment Services, Inc., Houston, TX 2001 – 2002

EDUCATION

• Post-Graduate Work; Master of Business Administration, Clemson University, Clemson, SC

• B.S. in Education, The Citadel, Charleston, SC

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