Senior Level Marketing Leader

JOHN E. SORENSON

*** ******** ***. *******, ** **867 781-***-**** ************@*****.***

NEW REVENUE DEVELOPMENT CATALYST

Senior level Professional able to craft compelling global strategies, execute effective tactics to support them and produce new revenue streams. Outstanding in the area of building and leading teams to convert opportunities. Proven track record of development of consumer product brands, new products, custom sales/promotional programs; leading to increased sales and profit generation. Specific competencies include:

New Business & Strategy Development

New Product Research & Development

Brand Development & Growth

Team Building/Performance Enhancement

Planning, Forecasting & Budget Management

Operations & Company Resource Utilization

Communication & Messaging

Project/Program Development & Execution

NEW REVENUE DEVELOPMENT HIGHLIGHTS

Developed new product lines integrating a major brand license with off-shore sourcing. (Elmer’s Tape and Adhesive Notes).

Successfully developed the new “Genuine You” brand campaign for a world leading consumer brand. Fully integrated program driven by market research included a new website that was voted the Best Manufacturers site by 8,000 Music Instrument Dealers via MMR Magazine. (Avedis Zildjian Cymbals)

Personally developed a line of new proprietary products which accounted for over 30% of the company’s drumstick sales. (Avedis Zildjian Drumsticks)

Significantly improved new product utilization, accelerated product acceptance, and increased product sales by identifying and solving a product usage problem. Patented packaging solution increased product usage and sales while reducing cost and environmental impact. Solution was so impactful the company was able to license it to competitors. (Grace Construction Products)

PROFESSIONAL EXPERIENCE

LEAP YEAR PUBLISHING, LLC, North Andover, MA 2013 – Present

Vice President of Marketing

Drove sales and profitability growth via the development and implementation of new strategies, products and processes. Member of Senior Management Team consulting daily with the CEO to manage change.

Lead the successful introduction of Elmer’s Brand Tape, Adhesive Notes and Planning Products to the North American market. Worked directly with licensor and suppliers to insure a competitive offering in all major retail channels.

Lead the restructuring of the company to manage larger licenses (Play-Doh) and major customers (Target).

Restructured the Marketing function resulting in lower costs and improved output.

Lead the Product Development process which delivered well over 500 new products from off-shore sources and improved sales support materials. Process included a new cost/pricing model which increased margins.

AVEDIS ZILDJIAN COMPANY, Norwell, MA 1996 - 2013

Director of Sales Planning (2010 - 2013)

Led global sales activities that improved product roll-outs/exits, forecasting, tracking and analysis.

Managed Team of Global Sales Planners (Product Line Managers).

Restructured U.S. Pricing/Discount program.

Developed a custom promotional pack program focused on developing customer specific offerings. Developed new product specifically for Japanese market and sold 100% of forecast.

Negotiated branded T-shirt licensing agreement with Uniqlo of Japan increasing brand visibility. Program sold out.

Director of MARCOM and Sheet Cymbal Marketing (2005 - 2010)

Led corporate branding, PR, training, agency and marketing communication activities.

Transitioned the corporate media mix from traditional to digital media weighed.

Developed new website including e-commerce solution, effectively including the brick and mortar customer base.

Developed and delivered a new major trade show booth that improved booth performance at a reduced cost.

Developed new lighted, modular POS system which enabled cost-effective and impactful retrofit of existing POS placements, as well as full new installs. This system improved global brand POS placement and impact.

Built relationship with the Hard Rock Café to gain the placement of Zildjian cymbals in key HRC locations.

Improved quality and quantity of Marketing deliverables via streamlined project brief and team/agency processes.

Marketing Director - Non Cymbal Products (2003 - 2004)

Managed global marketing activity for five product lines.

Secured rights and commercially developed a MIPA award winning product line of vibration reducing drumsticks. Won DRUM Magazine Readers Poll “Stick of the Year” award two years in a row.

Developed highly successful Artist-designed line of off-shore produced carrying bags and accessories.

General Manager - Drumsticks (2000 - 2003)

Reported directly to CEO had world-wide P&L responsibility for 5 product lines.

Directly managed remote manufacturing facility increasing yield and quality. Began OEM sourcing relationship which led to long-term major strategic partner and operational change.

Developed integrated “Play with Fire” branding program that is still in use.

Product Management Director (1999 - 2000)

Promoted to Senior Management Team reporting directly to the Owner.

Received the President’s Award for successfully negotiating the divestiture of a company subsidiary.

Led Artist Endorsement Management. Product development and Event Marketing for Malletech Division.

Group Product Manager - Drumsticks and Accessories (1998 - 1999)

Developed numerous successful new products. Negotiated agreements with top endorsers.

Product Manager – Drumsticks and Accessories (1996 - 1998)

Tasked with reviving failing business unit. Grew sales significantly with limited investment.

Key member of ISO 9001 certification team, first in the category. Led to improved quality/product development.

Served on the Percussion Industry Marketing Council's Board of Directors.

GRACE CONSTRUCTION PRODUCTS COMPANY, Cambridge, MA 1987 – 1996

Senior Product Manager (1995 - 1996)

Product Manager (1993 - 1995)

Product/Marketing Specialist (1989 - 1993)

Credit Specialist (1987 - 1988)

Recruited and tasked with spearheading numerous new product initiatives for multiple Product Groups.

Received the President’s Vision, Divisional Product Development Excellence and Engineering Sales Group HQ support person of the Year Awards.

EDUCATION

Boston University

Master of Science in Administrative Science Concentration in Innovation and Technology

Fitchburg State College

Bachelor of Science in Business Administration Concentration in Marketing Minor in Technical Writing

Valle Institute of Karate 3rd Degree Black Belt Okinawan Karate Instructor

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