Sales Marketing

DAVID MACDONALD

**** ***** **, ***** ****, MI ***83 248-***-****

************@*******.*** www.linkedin.com/in/dmacdonald01

Visionary Leader with a winning track record for defining, building, and optimizing best-in class sales and marketing programs. Reputation for creating strategies and campaigns that reduce costs, improve response, increase customer engagement, and optimize resource utilization to support organizational goals and growth. Proven ability to define the sales/marketing vision at the enterprise level and to design, deploy, and automate operations to achieve Best in Class Performance

EXPERIENCE

JUNE 2009 – PRESENT

SENIOR CONSULTANT/MARKETING DIRECTOR, DNV GL Energy

Responsible for the development and management of marketing programs supporting North American clients. Focused on customer engagement, acquisition and retention, program growth and brand awareness. Managed a team of marketing and field sales professionals executing multichannel marketing campaigns including direct mail, events, digital marketing, social media, SEO and paid media and all marketing literature with an annual budget of $4 million.

Managed a team of 9 sales professionals delivering over $42 million in program sales

Created account-based marketing strategy delivering $7 million in new business

Expanded active trade network by 50% delivering 65% of program sales in 2017

Generated over $1 million in incremental revenue via new product launches in 2017

Launched automated marketing system including microsites, digital video, radio, and automated email programs delivering over 3,000 qualified leads in 2017

Created the marketing strategy to support multiple program launches. Wrote the communications strategy briefs and presented marketing plans to senior executives

Utilized big data predictive modeling techniques for customer and industry segmentation increasing direct sales by 20%

Raised customer satisfaction 17% through interactive consultative selling program

Managed over 100 trade show/customer events annually

Led development and implementation of two CRM systems for internal and external use

MARCH 2004 – OCTOBER 2008

DIRECTOR STRATEGY, Constellation Newenergy

Consolidated 8 regional marketing offices into one central marketing organization and with a common methodology for campaign development and implementation. Managed a $17 million budget. Efforts led to CNE becoming the largest competitive energy supplier in North America.

Opened the Midwest territory generating $27 million of new sales in the first year

Designed an incentive based outbound call program resulting in a 40% close rate and increased small customer participation over 18% generating $12.5 million in revenue

Reduced customer churn by 15% through an email upgrade/renewal program

Slashed expenses by 23% through department consolidation and contract negotiation

Raised brand awareness 11% year over year through an integrated marketing campaign

Managed integrated marketing campaigns generating $5 million of incremental gross margin with a marketing ROI of 1.5

Improved data delivery time by 2 days with a self-service portal for field sales

Saved $1.2 million annually by reducing error rates 15% through data quality initiatives

Served as core team leader for $50 million CRM design and implementation

APRIL 2001 – AUGUST 2003

PRODUCT MARKETING MANAGER, DTE Energy Technologies

Responsible for managing all product and marketing related functions for external combustion, advanced reciprocating engine and high efficiency diesel driven power generation product lines. Had full profit/loss responsibility for the product lines. Developed business plans for the product lines coordinating development, customer support, marketing, and finance

Developed global distributor network for new product sales and service

Generated $6 million in annual revenue from 3 product lines

Increased sales by $30 million by negotiating private label sales agreements

Delivered 2 new product lines to market on time and under budget by 10%

APRIL 1999 – APRIL 2001

SALES MANAGER, Detroit Diesel Corp

Responsible for directing the sales and marketing efforts of the global Detroit Diesel distributor network for industrial stationary power with a department sales volume approximately $75 million per year.

Developed new marketing programs to identify customers and expand product lines

Signed General Electric, Generac Corp, and Alaska Diesel Electric as new OEM accounts creating $15 million in incremental business

Managed DDC's largest OEM account with sales in excess of $50 million per year

EDUCATION

MASTER OF BUSINESS ADMINISTRATION (MBA)

Lawrence Technological University

BACHELOR OF BUSINESS ADMINISTRATION

Northwood University

SKILLS

Marketing/Sales Strategy

CRM systems (SalesForce, MS Dynamics)

Marketing Automation (Pardot, HubSpot)

Event Planning/Management

Team Building/Mentoring

Corporate Brand Strategy

Business Analytics (Tableau/PowerBi)

RFP Creation/Management

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