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Sales Manager

Washington, District of Columbia, United States
August 17, 2018

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Robert A. Arseneau

** *********** ** ******** *****, MA 02648


Summary of Qualifications

Web-savvy e-commerce manager, merchandising and marketing professional with expertise in crafting compelling customer experiences. Passion for driving sales and increasing revenues by analyzing consumer behavior and developing marketing plans to drive conversion. Strong background in analyzing and leveraging data to build a differentiated product presentation on-line and in print. Excellent track record of driving profits and outperforming the industry in all business climates. Demonstrated experience in assortment planning, merchandise and vendor selection, P&L management, brand building, and promotional planning. Flexible, resourceful and adaptable with the ability to work collaboratively with peers, vendors and management.

Professional Experience

BJ’S WHOLSALE CLUB, Westborough, MA June 16 to April 17

E-Commerce Buyer

Responsible for managing assortment, promotions, and web presentation for several categories including indoor furniture, lawn and garden, sports & recreation, and pet accessories.

SELF DIRECTED MARKET RESEARCH, Portland, OR & Asheville, NC & Boston, MA

Research on Craft Brewing Industry April 14 to Oct 15

Spent several months researching the craft brewing industry, and exploring potential marketing, merchandising, and website management career opportunities.

Networked and interviewed with dozens of breweries, retail shops, industry associations, etc. live or electronically.

Accepted an opportunity as Marketing Operations Manager that would have been responsible for store operations as well as store event marketing, website updates, social media management, email program management, and development of a delivery business. Position was delayed for several and is no longer a viable option.

ROGUE ALES, Portland, OR

Marketing Manager Dec 13 to March 14

Charged with updating Rogue’s website with relevant information on news, events, and beer selections, always with a focus on reinforcing Rogue’s unique brand. Role expanded to include internal and external marketing communications.

Spearheaded research on the craft beer industry and specific customer segments, and developed several customer and employee “Rogue stories” that helped to differentiate the brand.

Conducted thorough audit of web store and offered suggestions to improve conversion, differentiate the brand, and improve the customer experience.

STAPLES, INC., Framingham, MA

Category Manager, Oct 09 to May 13

Managed sales, profit, and assortment goals for core office supply categories with annual sales of >$80M. Developed and maintained strong cross functional partnerships. Trained and mentored other team members.

Sales Results

Drove industry leading growth for the Post-It Note category in 2012 through an aggressive and focused promotional strategy, a strategically expended assortment, and revised pricing tiers to drive increased units per order.

Generated significant growth in sales, profit, market share, and average selling price for several mature office supply categories during 2011 through introduction of new and innovative products to the channel, and implementation of an aggressive and focused year promotional calendar.

Drove 5% unit growth in shredder category for 2010 despite declining average selling prices and a declining market through an enhanced assortment with logical step ups, easy to navigate site hierarchy, and compelling promotions.

Exceeded FY’10 profit goals in calculators by 3% and grew year-over-year profit by 4% in calculator category through solid execution of a more conservative back to school promotional plan.

Developed framework for launching a completely new category on line in 2010, mobile phone accessories. Sales in the category grew 51% year-over-year even before full execution. Promotional exposure grew significantly, assortment was expanded, and product copy was enhanced across the category.


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Implemented strategies to create a more compelling selling environment for office supply categories on-line and in print though a logical and informative site hierarchy, dynamic product copy, enhanced product images, and video content.

Partnered with creative agencies both internal and external to develop, launch, and monitor results on a wide variety of campaigns across many marketing vehicles (catalog, email, direct mail, micro sites, social media, etc.)

Worked with marketing team to actively target end users on line and in print during key selling seasons, ensuring Staples stays top of mind with customers.

Director of Merchandising, July 06 to Oct 09

Established the strategic direction and tactical plans for the technology division within, addressing both business and consumer segments on-line and in print. Managed workgroup of ten. Collaborated with marketing, promotions, and creative teams to drive sales and profit across all key categories and to maximize cross channel synergies. Oversaw all vendor relationships, advising staff on program negotiation, assortment planning, and new product launches.

Sales Results

Sparked a 2% gain in sales and a 6% growth in profit in FY’08 in the face of a challenging economy, finishing the year at > $940M in sales. Led team to two consecutive years of industry-leading double digit growth in sales and profit for both FY’07 and FY’06 (12% sales growth in FY’07 to $760M, 14% profit dollars growth).

Reduced technology return rates by >9% in FY’08 through cleaner on-line content and easy to understand promotions.

Drove enhanced profitability of 4% for holiday FY’08 through focused and clear go-to-market and upsell strategies.

Generated sales of over $8M in four months by introducing Dell family of products. Served as liaison for large, cross-channel initiatives such as new vendor introductions, new product introductions and cross channel marketing programs.

Drove private label sales growth of 14% in FY’07 through collaboration with Staples’ global products group


Leveraged analytical tools such as Coremetrics, BizRate, search results, A/B testing, and customer reviews to enhance the website and ensure a positive shopping experience for the customer.

Differentiated by delivering enhanced content such as vendor shops, product tours, product selector tools, and streaming video. Managed relationships with third party content providers such as WebCollage and SellPoint.

Partnered with online marketing team to drive search engine optimization efforts to maximize visibility for in the larger marketplace.

Category Manager, Aug 00 to July 06

Managed sales, profit, and assortment goals for more than a dozen different categories in technology and office supplies, including the two largest categories within the division; paper and printer cartridges.

Sales Results

Attained double digit growth in paper for FY’06, exceeding sales goals by more than 10%, by executing annual strategies for driving sales and margin, supporting cross-channel initiatives, and achieving competitive differentiation.

Drove printer cartridge sales 17% in FY’05, to sales of >$300M.

Designed and implemented new replacement battery finder, which grew to a $1M business within one year.


Initiated and executed web and print assortment presentation, vendor selection, merchandise selection, product mix management, pricing strategy, promotional strategy and presentation to support strategic and financial goals.

Partnered with vendors to develop and implement sales driving plans by category, and negotiated marketing program dollars to support initiatives.

Assisted in development of several new shopping tools, launched new categories, and improved overall product presentation for FY’05 re-launch.

Product Manager, Staples Contract Division Oct 96 to Aug 00

Managed over 40 vendors, 700 SKUs, and $40M in annual volume over numerous business machine categories.

Charter member of two-person start-up initiative that developed a comprehensive business machine selling strategy.

Redesigned, expanded and coordinated roll out of new Business Machine catalog, along with new business leasing, extended service and software licensing programs.

Managed SKU matching project across three business units, enhancing channel synergies, and meeting company goals.


BS, Marketing / Business Communications, Bentley College, Waltham, MA

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