Marketing, Business Developments, Strategic Positioning
Resume:
Brian D. Shelton
**** ******** ******* *** **** *03
Midlothian, Virginia 23114
********@*****.***
SUMMARY
A highly accomplished and driven business manager with a proven track record of success in developing and leading successful initiatives to boost organization visibility and achieve ambitious business development goals. Focus on business growth and processes to exceed operating plans. Effectively analyzes information to discern trends and strategic perspectives. Serves as a highly adaptable performer who quickly assesses situations and delivers value-added contributions in a variety of environments.
Marketing Business Development Market Strategy
Sales Channel Development Product Management
Competitive Intelligence Opportunity Research/Development Marketing Communications
EXPERIENCE
CO-EX CORPORATION, Wallingford, Connecticut (Client)
Business Development Consultant 2014-2016
Hired to review and assess new and existing business segment opportunities and to develop new operational programs to better understand and penetrate these segments. A total of twelve new segments were identified and from these segments, an initial four Tier 1 segments (all architectural related) were chosen for specific marketing and sales programs development. Program development consisted of business opportunity analysis and complete competitive analysis of all Tier 1 & 2 competitors for the development of business extraction approaches, value propositions and messaging. These business development strategies and tactics were then rolled out to field and inside sales teams for immediate implementation and refinement. This refocuses of business and sales development effort has led to an 11% increase in total sales from 90% percent of the increase coming to these four Tier 1 segments. A side effect of the program has been an increase in morale from having a specific mission and mission targets in clearly laid out.
TOTAL SECURITY SOLUTIONS, INC., Fowlerville, Michigan
Director, Business Development 2011-2012
Rehired to assist the management team in developing and implementing a new business direction and focus initiative their lines of bullet resistant equipment for building structures. In short time frame, I was able to institute a number of operational marketing and business development programs in specifically targeted segments for the sales team to focus on. With these programs, I was able to reset business direction/focus that enabled a sales and quoting activity increase by 20%, in targeted segments, over previous two-quarters.
BAYER MATERIALSCIENCE LLC, Sheffield, Massachusetts
Market Development/Product Manager 2007-2011
Hired to develop and lead business development efforts for two new lines of industrial grade plastic sheet for US/Canadian markets
•Mapped out value strategy for product lines, which included adding additional distribution network partners and need for a solid specification campaign to construction project architects and end-user groups.
•Constructed value chain maps of customer clusters serving specific segments.
•Matrix-matched products and segments for clarity of applications offerings.
•Built marketing and value plans for each of the key segments, with marketing communication actions, channel programs and training for sales execution.
•Mapped key segments and universe of key opportunities within targeted segments. Established distribution system of opportunities for field teams with action plans for execution.
•Responsible for overall marketing communication message and associated promotional campaigns for market awareness. Worked closely with marketing communications manager in choosing the right communications channels to tell a story and in managing budgets & costs for best ROI.
•Developed training program for field teams to identify potential downstream channel partners, especially OEMs and processors, with a focus on structuring tactical approaches in building ongoing relationships with these partners.
oThese efforts are having significant payoff in sales volume, as volume with one product line very likely to exceed budget by 15-20% with the budget breaking volume coming from OEM partners.
•Conducted technical compliance check on product lines to verify compliance with standards, codes, and regulations.
•Gathered, assimilated, and analyzed the market and competitive information converting it into useful knowledge for field and management teams.
TOTAL SECURITY SOLUTIONS, INC., Fowlerville, Michigan (Client)
Marketing Consultant 2007-2007
Was tasked to lead a fast turnaround market development program to enhance company's presence at at-risk bank facilities and governmental buildings new product solutions in protective security and bullet resistant barrier systems.
Conducted a complete review of all external marketing material and activities, including collateral, sales tools, PR, social media and website presence. Recommended changes which were implemented, especially in the website and social media presence.
These implemented changes led to significant jump market presence, with inbound activity metric increasing 14% in the six months following program roll-out and 8% in sales in same time period. Significant sales gains continued to be made following the program implementation.
GE PLASTICS, SPECIALTY SHEET, Pittsfield, Massachusetts
Market Development 2005-2007
First tasked with responsibility for transparent armor for military vehicles, identifying opportunities and building relationships with the military vehicle command units, military vehicle OEMs, and vehicle armorers.
•Built presence that GE Plastics was the go-to source for transparent armor and component materials
Trained field market development teams in how to build approach/value proposition strategies for developing target accounts.
Later served as region applications development manager, developing market opportunities with a variety of products and segments.
•Tasked to manage major, but the previously marginally productive region of U.S., first to stabilize sales and then to drive growth.
•Stabilized region in five months in 2005, achieving 35% growth in 12 months in 2006.
Expanded material supply role for plastics sheet products with region security glass laminators, delivering nearly $1 million dollars in product to two key region laminators, with two additional laminators lined up to deliver over $2,000,000 in additional product sales in early 2007, with expected total shipments of over $3,500,000 in 2007.
Demonstrated to business how basic business operation engagement with a small start-up company can create potentially new and very loyal customers. Architectural Daylighting is such a company. With very minimal effort and advice was able to enable them to expand from skylight consulting role into systems manufacturing operation. This gained a significant new customer for GE Plastics and later for Bayer as a customer of the industrial plastic sheet.
Sales/Marketing Manager, Security Products/Value-Added Fabrication, Polymershapes Unit
Huntersville, North Carolina 2001-2004
After acquisition by GE Plastics continued as Sales and Marketing manager for the specialty manufacturing business of bullet-resisting equipment, specialty protective equipment for governmental and commercial facilities, and security glazing manufacturing operation.
•Managed sales force of 12 field people and 7 inside sales people for three separate business operation centers.
•Developed key segment campaign product/value stories that were boiled down so sales teams could use when approaching customers in various segments.
•Managed the operational and budgeting elements of a repositioning marketing strategy for security business by developing a new website, architectural binders, on/offline datasheets, PR/market awareness campaigns, breakout/shootout demonstrations, trade shows, and paid advertising in the security market.
•Developed solution dealing with high volume of business opportunities and quotes. Created business case for a CRM/Opportunity Tracking system. One approved, led the implementation of the CRM system, which provided immediate results in new sales and development of solid marketing, sales, and close process structure. Achieved ROI in five months.
oAchieved 40% increase in qualified leads to work on for product specification and a corresponding 35% increase in quotes. Process reinvigorated both the field and inside field teams by making business pipeline information clearly visible and their attention focused on the actions that need to be taken.
Sales and Marketing role was later expanded to include three (3) plastics fabrication/value-added centers, for a total of six operations.
•Built marketing story of capabilities and services that Polymershapes distribution network branches and associated sales staff could take to customers as value-added offerings.
•Demonstrated how to build and communicate winning value propositions to their customers and how to teach their customers to build and use value propositions with downstream customers.
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Later assisted in integration and consolidation of multiple value-added specialty centers with broader capabilities. The role was to re-image products and services of these new centers using the Six Sigma DFSS process and to create the marketing value story for these new centers and their capabilities.
Served as GE Plastics cross-business liaison with other GE businesses for developing one-face security image and to prominently position GE Plastics as a key market resource in GE's cross-business Homeland Security initiative.
INSULGARD CORPORATION (Acquired by GE Plastics), Hyattsville, Maryland
Sales and Marketing Manage 1980-2000
Sales responsibilities
•Led the marketing/sales of this specialty security products fabrication company with solid year-over-year sales growth until the acquisition of the company by GE Plastics in January 2001.
•Built two strategic business cases for the expansion of the Insulgard business, one by acquisition, and one from the ground up.
•Hired and managed widely geographically dispersed field sales and market development team, while managing inside estimating and sales team.
•Salesforce grew to 12 field people and 7 inside sales people out of three separate business operation centers.
Marketing responsibilities
•Developed demand generation strategies and budgets for overall marketing plan and key segment campaigns
•Developed vertically integrated product & value stories and collateral in conjunction with sales teams for use in their approaches to customers in various segments.
•Prepared custom tools and support material for identified key business opportunities, specification and sales targets as field teams refined approaches with potential customers.
•Developed and implemented marketing communications campaigns, including trade shows, direct mail, paid/free advertising, collateral materials, public relations/press releases, and coordination with supplier market development programs.
•Provided for the strategic commercial direction of Insulgard via development of external and internal strategic goals.
The combination of these efforts led to year-over-year business growth for this specialty fabrication business.
ADDITIONAL EXPERIENCE
ARLINGTON COUNTY POLICE DEPT, Arlington Virginia, Police Officer, Crime Resistance Officer, 1973-1980.
EDUCATION
THE GEORGE WASHINGTON UNIVERSITY, Washington, DC
M.A., Criminal Justice, 1976
VIRGINIA POLYTECHNIC INSTITUTE & STATE UNIVERSITY, Blacksburg, Virginia
B.S., Sociology, 1973
PROFESSIONAL DEVELOPMENT
AMA Course - Managing Chaos: Tools to Set Priories and Make Decisions Under Pressure, 2008
Samurai Selling, 2006
Six Sigma, Green Belt Training, 2006
Creating Client Value, 2005
AFFILIATION
Construction Specifications Institute, Member
COMPUTER SKILLS
Microsoft Office Suite, Internet Research Techniques
SECURITY CLEARANCE
Defense Industrial Security Clearance, Secret Level
Facility Security Officer
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