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Commercial / Business Management - Specialty Chemicals

Princeton, New Jersey, United States
February 01, 2018

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Noel A. Crichton

Princeton, NJ *****



Experienced Chemical Industry Executive with track record of business growth. Possess business development, leadership and strategic abilities to realize growth opportunities and maximize internal resources. Success in coatings, chemical, plastics, printing, personal care and flexible packaging industries with expertise in pigments / colorants, polymers, adhesives, chemical additives, and energy-curable systems. Experienced in understanding marketplace requirements with strong organizational and planning skills. Passionately driven to increase revenues in an organization based on innovation, collaboration and trust.



Achieving business success with an emphasis on value propositions, organization structure, people assessment (distribution reps, sales team), customer segmentation, incentive programs, selling philosophy and coaching / team development. Have implemented contemporary sales best practices to achieve growth in profitable sales, margin, and market share during market instability.


Business Performance Improvements focus on target industry identification and assessments of market needs, developing target company list, identify key decision makers, analyze target needs vs. core competencies, analysis and ranking of potential projects, develop value proposition, product promotion. Key is understanding the business costs AND internal growth objectives versus customers’ objectives.


Marketing expertise includes corporate mission statement, analyze domestic and global industry trends, market segmentation, identification of market opportunities and customer needs, SWOT analysis, marketing analytics, customer business plan development, creating sustainable competitive advantage, opportunity tracking, tactical pricing, pricing and margin analysis, product life cycle, advertising, trade shows, sales training. The key attribute for this expertise is the ability to MANAGE CHANGE CONTINUOUSLY.


This expertise extends to both internal and external interactions. Relationship Management involving identification and promotion of core competencies in-line with customer priorities, relationship creation, new product development, inventory control, logistics, customer complaint resolution, creating sustainable competitive advantage, and building customer loyalty. Develop and maintain C-level contacts at customer / targeted accounts.

In addition to my commercial (marketing, business management) positions, I have held other roles and/or special projects which have included mergers and acquisitions, production planning, plant management, union environments, SAP implementation, regulatory affairs, R&D and technical service. This expertise, backed by my high personal energy, enthusiasm and integrity, has afforded me the opportunity to be a consensus builder within several organizations.


Career started as a R&D chemist specializing in resin / polymer development. Have championed product life-cycle management, global product launches, global technology transfers and new market entries with a deep understanding of pigments, colorants, resins and coatings technology.


RESINATE MATERIALS GROUP, Plymouth, MI 2015 - present

Director of Business Development

Conducting market segmentation, business strategy & business development activities for start-up resin materials company with innovative “green” and sustainable polyol and polymeric PVC plasticizer technologies.

Identified & developed 50+ new business opportunities at Coatings, Adhesives and Foam companies. Currently closing licensing deal within PVC industry. Managing U.S. Distribution network.

NC ADVISORS, Princeton, NJ 2014 – present

Management consulting focused upon the identification and development of business opportunities within the chemical industry and associated end-use markets. Expertise in business / market development, strategy creation and execution, M&A activities and organizational design.

Named General Manager, North America for IVM Chemicals Srl (Italy’s leading wood coatings producer) to conduct market analysis and subsequent business plan creation as a precursor to the start-up of the USA operations. After 7+ months, ownership commitment was insufficient to sustain the establishment of a U.S. legal entity.

Recent activities have centered on M&A activities within the “pigments” space, business development in polyurethane space and business start-ups.

ROYAL ADHESIVES & SEALANTS, South Bend, IN 2010 – 2013

General Manager, PP&L Business Unit, Simpsonville, SC

President / General Manager, Craig Adhesives & Coatings, Newark, NJ

Managed P&L responsibility for market leading company in specialized energy-curable (UV/EB) coatings, customized adhesives and lottery products focused on printing, graphic arts and flexible packaging industries.

Initiated several sales / product development streams based on novel technology. Successful field trials identified $10M+ in new business / markets.

Led sales team (6) with new commercial philosophy and practices resulting in improved top line sales and bottom line EBITDA results.

Assumed Key Account Manager role at house accounts resulting in sales increase of 15%

Achieved 2011 and 2012 EBITDA results that exceeded budget by 155% and 123% respectively primarily through changes in customer pricing policies, sales expansion at existing customers, focused cost reduction activities and management of product portfolios.

Directed 40-person organization with revised business approach to exceed financial targets during extreme turbulence (Parent company bankruptcy, Divestiture of Craig business to Royal; Major site fire).

Drove procurement and developed relationships with key suppliers to institute product availability programs, price protection and product quality initiatives.

Conducted the sale of Craig Adhesives to Royal Adhesives / Arsenal Capital and subsequent relocation of Newark NJ operations to South Carolina & South Bend.

EMD CHEMICALS (Merck KGaA), Gibbstown, NJ 2006 – 2010

Marketing/Sales Manager, Coatings

Directed technical marketing and business development activities of special effect pigments for Coatings key accounts (Akzo, PPG, S-W), developed / implemented strategic marketing plans, introduced new products, managed trade shows and oversaw all aspects of product training / service lines.

Realized new business opportunities due to successful pull marketing activities at Dell, Whirlpool and several architecture firms.

Developed marketing plan and increased global product range sales 11% for novel Bi-Flair® marketing program which included approvals at Samsung Electronics and Easton Sports.

Grew distribution network sales 20% over 2-year period through increased interactions including product training sessions, joint customer visits, and devising new marketing / sales tools.

ELEMENTIS PIGMENTS, East St. Louis, IL 2004 – 2006

Business Director, Carboxylate Driers

Director of Sales (Condea-Servo), Coating Additives

Oversaw metal catalysts and MEKO business to coatings, lubricants, petrochemical and ink industries. Established new market / sales channels increasing sales by 12%. Carboxylate business was sold in 2006.

Directed business unit that was sole profitable NAFTA entity accounting for 15% of company’s operating profit. Direct key account management of all house accounts (PPG, S-W, SOPUS, Valero, Flint Group)

Achieved profitability targets despite losing 20% business from acquisition / re-organization activities by managing internal teams, securing metals futures/hedging, developing reporting tools, increased customer communications, and creating new distribution programs.

Managed pigment transfer (to China) activities at PPG sites without loss of business by acting as liaison with PPG Corporate Purchasing, local PPG manufacturing and R&D locations.

CPS COLOR INC., Philadelphia, PA (HQ – Sittard, Netherlands) 2001 – 2004

Vice President / General Manager

With focus on entrepreneurial sales generation, oversaw P&L for Philadelphia sales office / colorant production site of 22 colleagues. Promoted new image of CPS Color in American B2B architectural coatings market. Directed enhancements in laboratory, technical service and operations management. Private-equity owners decided to close CPS Color NAFTA colorant operations in 2003.

Achieved 30%+ EBITDA by leading dramatic turnaround in unit profitability through market share gain, re-negotiating customer contracts and implementing cost reduction programs in colorants manufacturing.

Developed / Launched new colorant line & color marketing program strictly targeting U.S. paint market which resulted in attaining Color Guild International status and $6.5M sales.

Increased segment sales 45% by establishing new sales agency network.

Re-Introduced “new” CPS Color organization to North American market via product positioning, novel marketing programs and clearer business vision. Increased brand recognition resulted in invitations from trade associations, marketplace acceptance and subsequent new business opportunities.

Participated in merger and acquisition activities involving Corob Industries, enhancing company’s value-added proposition with product line expansions.

DEGUSSA INC., Parsippany, NJ 1993 – 2001

Manager of Marketing, Industrial Colorants 1995 – 2001

Managed global marketing programs with P&L responsibility for $30M colorant business, accounting for 25% of company’s operating profit. Identified acquisition potentials and growth opportunities for leather products, automotive finishes, plastic additives / stearates, cosmetics and coil coatings. Prioritized technical activities for customer support and new product development. Conducted business development activities in Mexico and South America resulting in $600K revenues.

Product Manager, Colorants, Brampton, ON 1993 – 1995

Directed business development, product / brand management activities for $15M colorant business in Canadian and Australia / NZ coatings markets. Key Account Manager at 3 area customers. Managed Technical Service Laboratory.


BSc, Chemistry, emphasis: Polymer / Organic Synthesis, McMaster University, Hamilton, ON

Competitive Marketing Strategy, Columbia University Executive Education

Rutgers Advanced Management Program, Rutgers University, New Brunswick, NJ

Marketing Certification – Senior Marketing Management, York University, Toronto, ON

Marketing Certification, New Product Management, McGill University, Montreal, QC

Engineering (P.Eng) Certification Courses, University of Toronto, Toronto, ON

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