VP Sales/Marketing
Resume:
MICHELLE JOHNSTON
Building value through ethical leadership, partnership and creative marketing.
MJOHNSTON136@GMAIL
GREATER BOSTON AREA
SKILLS
New Business Development
Sales Team/Operational Leadership
Market Evolution & Development
Operational/Financial Management
National Accounts
Strategic Sales Planning & Execution
Brand Development, Marketing &
Promotions
Executive Team Leadership
Start-ups/ Capital Raise & Investor
Relations
Product Development
EDUCATION
Juris Doctorate
Law
Massachusetts School of Law
Bachelor of Arts
Communications
Business Minor
University of New Hampshire
PROFESSIONAL PROFILE
Strategic sales leader and brand builder with extensive experience directing sales operations, marketing, and business development spanning from new start-ups to well-established companies in new technology environment – generating millions of dollars in revenue growth. Successful at building and leading high- powered sales teams and establishing market channels to competitively position firms for maximum brand exposure and quick growth. Effective at implementing sales & marketing strategies to aggressively target, penetrate, and expand new and existing markets. Creative marketeer and rainmaker with proven ability to negotiate and close Multi-million Dollar deals and develop C-suite relationships. Excels at leveraging account relationships and negotiation skills to deliver results. LEADERSHIP QUALIFICATIONS AND CAREER ACCOMPLISHMENTS
• Business Management... Co-Principal of Manufacturer’s Rep Agency focused on National Accounts employing a sales team of four with annual sales of $5M dollars
• Team Building... Hired, coached and developed Sales and Customer Service teams for 50-year old lighting company transitioning to LED resulting in 200% growth in Sales over previous year
• Strategic Growth through Relationship-Building 50% boost in sales generated by securing and negotiating licensing agreement with The Sharper Image to brand retail line of lighting products, resulting in creation of new division
• Close Large Deals...Played key role in securing deal in excess of $3M dollars with Subway Corporation for interior sign program
• Sales Operations... Created Annual Sales Strategies, Budgets and Forecasts, Development of Sales Processes, Salesforce Administration and Employee Performance Reviews
• Product Launches... Orchestrated launches of patent-pending LED mirror product used across retail, hospitality, and high-end residential applications and a new artistic digital lighting system for use in various interior applications. Encompassed advertising, trade show booth design and development of marketing literature and product sample.
• Brand Development... Developed all aspects of brand architecture including design guidelines, positioning of product, pricing strategy and marketing plan for digital lighting start-up
• Marketing... Manages social media campaigns; analyzes metrics of campaign results; identifies and connects with industry influencers; creates and executes content strategies; drives engagement and leads
• Product Development... Devised concept and oversaw product development team in the development of SceneSetterTM mirror - patented LED mirror sold to large well-known retail outlets featured in VMSD magazine as one of the year's most innovative products.
PROFESSIONAL EXPERIENCE
LELLAN, INC. Vice President Sales & Marketing Sept 2015 - Present Leader of the sales and marketing effort for start-up manufacturer of interactive lighting platform, calling on design firms and end-users, setting up rep and distributor networks and manage internal and external sales teams. Responsible for setting sales strategy and identification of new markets and partners. Create marketing plan around product launches, customer engagement, training and retention as well as digital content creation and social media campaigns
ARCHITECTURAL LIGHTING WORKS Director of National Accounts Apr 2014 - Sept 2015 Created and directed new division for manufacturer of lighting fixtures calling on retailers, hospitality and channel partners as well as handling all marketing activities in support of establishing brand awareness ICON INTERNATIONAL National Sales Manager Aug 2010 - August 2013 Managed outside and inside sales teams, channel partners and directed sales operations for 50-year old company that was ultimately acquired by Endo Lighting of Japan LIGHTING FORENSICS GROUP Principal 2009-2010, 2001 - 2003 Independent representative and lighting consultancy focused on introduction and sales of new technology to National Account clients including CVS, Staples, Starbucks and Subway Corporation RENAISSANCE LIGHTING Strategic Account Manager/Eastern Regional 2007 - 2009 Built and expanded relationships with national account, enterprise and commercial accounts for LED lighting start-up POLYBRITE INTERNATIONAL Senior Sales Executive 2003 - 2007 Pioneered sales while lending expertise and industry market knowledge for LED lighting start-up
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