Sales Product Development

CRAIG STROMER

Maryville, TN (mobile) 865-***-**** ac0zgj@r.postjobfree.com

Key Accounts and Senior Sales Manager with over 25 years of sales, new product development and senior sales management experience. Experienced in account penetration, relationship building and rapid growth with major national accounts and independent distribution. A proven leader and motivator, recognized for strong strategic planning, business analysis, supply chain management, visionary thinking and delivering results. Success includes expansion of business into new channels, development of new business units, marketing strategy & tactics, consumer research, operations & supply chain, category management, POS analysis, new product development, product line extensions, building distribution networks, innovative promotions & packaging, brand expansion into new categories and markets. CORE COMPETENCIES

Key Account Management

Building/Managing Distribution

Business Analysis

Category Management

New Product Development

Sales Organization Development

New Channel Expansions

Merchandising, Packaging Development

Product Launch Planning & Execution

Executive-level Presentations

PROFESSIONAL EXPERIENCE

GLEN-GERY CORPORATION (DIVISION OF IBSTOCK, PLC) – Wyomissing, PA Global Brick, Stone and Masonry company.

Product Manager – Thin Brick Systems, January 2017 to Present

Development of thin brick and related wall system products through identification of market potential, conducting research, generating product requirements, determining specifications, pricing and timing for product introductions.

Develop and implement a new product development process that is sustainable; create a robust environment for ideation and innovation that leads to products for existing and new channels and customers. FORMICA CORPORATION (DIVISION OF FLETCHER BUILDING) – Cincinnati, OH Brand-leader in high pressure Laminate materials and other surface materials used in countertops, walls and other interior applications. Part of a $7 billion global building products company. Segment Manager – North American Home Centers, December 2010 to November 2016

Responsible for sales & profitability of the Lowe’s & Home Depot business for all Formica surfaces. Primary focus: US & Canada.

Grew Lowe’s business as a result of each product line review. Most recent line review has resulted in annual volume increase of 18%. Co-development of exclusive Lowe’s new products has been integral to business relationship and sales growth

Recommended a restructuring of the Home Depot Canada stock laminate business and secured a 100% Formica assortment. Business grew 48% as a result.

Sold and executed a new stock laminate test with Home Depot US. Represents a return to the stock business for Formica for the first time in 5 years. Cornerstone of Formica’s return to Home Depot was development of new, exclusive, premium laminate product

Successfully sold and executed multiple product tests with Lowe’s, leading to expanded stock position for Formica. Most recent test is of a completely new product and category for Lowe’s. Included Lowe’s in consumer research to drive product development and adoption.

Managed a nationwide installer network in support of the Formica Solid Surface business at Lowe’s. CRAIG STROMER

FAUS GROUP, INC. – Calhoun, GA

The laminate flooring division of a global forest products and building products company. National Sales Manager, April 2009 – November 2010

Responsible for sales & profitability of the Distributor & Retailer business for Fausfloor®.

Provided strategic direction and accountability to the Sales Organization through implementation of the “Territory Roadmap.” Re-directed sales team toward new target retailers and independent Distribution. Build nationwide Distribution network. Developed pricing, programs and sales tools in support of the new direction.

Evaluated product assortment and recommended entirely new product and price point strategy that builds on Faus’ technology and design strengths, while addressing significant value shortfalls. New assortment in development for launch in March 2010.

BERRY FLOOR USA/ALLOC INC. – Racine, WI

Part of an international flooring company, this division was focused expanding the North American laminate flooring business for the company.

Vice President, Sales - Residential, January 2007 to December 2008

Responsible for sales & profitability of the Residential Channel for both the Berry Floor and Alloc brands. This included traditional Distributor/Retailer Channel and a significant stocking program with Lowe’s.

Responsible for sales and development of the Berry Floor residential business. Grew total Berry Floor business 48% to over $30 million. Driver of all Marketing elements, Product development and Distribution strategy. Architect of

“Two-brands, One-organization” sales strategy.

Successfully developed, sold and launched a new 6 sku stocking laminate program with Lowe’s, including all packaging, visual merchandising, logistics model and customer service. Oversaw new product development process leading to the 6 sku exclusive collection.

BALTA US, INC. – Dalton, GA

Division of a Belgian flooring company, charged with developing the US market for Laminate flooring products. Vice President – Sales & Marketing, July 2005 to November 2006

Responsible for development of the Balterio laminate flooring business. Complete P & L responsibility: $22 million budget. Hired new Sales & Marketing organization to execute US business plan.

Implemented complete overhaul of the product line to reflect US customer needs. Based on Voice of Customer input, this included new display, literature and selling materials development as well as complete sku rationalization. Developed and launched completely new, domestically sourced, accessories program.

Executed move to third-party logistics and warehousing. This dramatically improved inventory availability and shipping lead-times for all customers (Direct & Distributor channels), while improving Balterio profitability. PERGO, INC. – Raleigh, NC

Category inventor and brand-leader in Laminate flooring. Director – Lowe’s Business, October 2002 to June 2005

Responsible for all aspects of the Lowe’s business, including P & L. Annual budget of $76 million. 2006 Lowe’s purchases: $100 million. Overall, the program went from zero to $100 million in 30 months.

Headed product development and merchandising teams’ efforts in support of the Pergo® Signature launch at Lowe’s. Coordinated and oversaw launch of Pergo® Signature including sets (2 bays) in all stores. Rollout completed in 60 days.

After launch, capitalized on new product development by selling an innovative molding program, generating an additional $3 million in the first year.

Headed brand extension team that developed and launched new Pergo-branded product (Pergo Hardwood) in an entirely new category in 2004.

Director – Retail Accounts, July 1997 to September 2002

Responsible for all sales to flooring buying groups, including Carpet One, CarpetMAX, Shaw Alliance, Abbey Carpet, NFA. Grew the Pergo buying group business 78% ($27 million increase) in the first year. CRAIG STROMER

Successfully implemented “focused agreements” with major buying groups that led to increased sales and displacement of competition.

Developed and executed business plan for Home Depot Expo Design Center leading to sales increase of 77% in the first year.

National Sales Manager – Corporate Accounts, October 1996 to July 1997

Responsible for all sales to The Home Depot, Lowe’s, Color Tile and HomeBase Warehouse.

Utilized differentiated product/brand (Marvella) to limit channel conflict. ARMSTRONG WORLD INDUSTRIES/THOMASVILLE FURNITURE.

Categories leaders and brand-leaders in interior surfaces and furnishings. Multiple Marketing & Sales Assignments, October 1988 to October 1996

Established research and analysis as a capability at Thomasville. Major emphasis on consumer focus groups, product concept testing with volumetric forecasting and retail site selection.

Responsible for all strategic and new product development research for Building Products Operations. Developed and implemented new product development process for the division, utilizing the Voice of Customer.

Member of Expeditionary Marketing Team, charged with developing, researching and evaluating totally new businesses for the Building Products Division. Once identified and analyzed, these business opportunities were presented to the CEO for action.

FLORAFAX INTERNATIONAL, INC., July 1987 to October 1988 VANCE PUBLISHING CORP., March 1984 to July 1987

EDUCATION

UNIVERSTY of MISSOURI – Columbia, MO

Bachelor of Journalism – Broadcast Journalism (1983)

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