Sanford G. Lechner, CFE
Senior Print Sales and Sales Management Executive
Dynamic, Innovative & Results-Driven Senior Print Sales and Sales Management Leader, focused on achieving exceptional results in highly competitive and rapidly changing environments. Proven success in business development, and operational improvements with companies of all sizes and life stages, from start up to $250mm in annual revenue. Visionary business thinker who builds successful cultures, gross margins, and has a focus on building and selling smart solutions.
Sales and Sales Management Leadership • Team/Culture Development •
Marketing • Communications • Entrepreneurial •
4X Ironman Triathlete
Sponsored by Desoto Triathlon Apparel and Honey Stinger Sports Nutrition
Founder of the Ft Lauderdale Triathletes 501C3 with over 200 members
Education & Professional Development
FLORIDA SOUTHERN COLLEGE, Lakeland, FL
Bachelor of Science Degree in Communication & Advertising; minor in Music
Dean’s List w Academic Scholarship for Journalism
KELLOGG GRADUATE SCHOOL of MANAGEMENT
Master Program in Accelerating Sales Force Performance
Strategic Selling & Large Account Management Team Sales Approach
SANDLER SALES METHODOLOGY
Executive Sales & Training Program for Enterprise Sales Methodology
HISTORY OF SALES SUCCESS
Vision, Innovation & Value Creation: Founded, grew, established and ultimately sold three businesses ranging from $5 million to $25 million in revenue, including a Print Marketing & Technology Company using groundbreaking technology to create a ‘one-stop-shop’ for Franchise Print Marketing Programs. Including Print, Online, and Digital Media.
Established $15mm Print Revenue Center: Identified and capitalized on an opportunity to exploit a void in the Franchise space for turnkey distributed print marketing services; built a $15mm Franchise Print Services compoany, and ultimately sold to an established technology company wanted to move into the Franchise Distributed Print Marketing space, includng Digital and Traditional Media.
Growing Sales & Profitability: Spearheaded initiatives that grew additional $10mm in sales for a $250mm division of an $800mm publicly traded company by creating a Franchise Print Division; implemented new business and sales methodologies resulting in optimizing resources, strengthening customer relationships, and delivering new revenue and profit. Customers included Dominos, Pizza Hut, Subway, Wing Zone, and other national brands.
TAKE 5 MEDIA GROUP
2017 – Present
National Senior Vice President Sales
CRO of 2nd Largest Digital Marketing and Consumer Data company in US. Responsible for all recruiting, hiring, training, developing, and managing 40 person inside sales team. Set and maintain sales KPI’s that meet and exceed sales goals and expectation.
Successfully launched an agile sales culture.
Increased sales performance and retention by 100%.
Brought in to create new sales culture prior to acquisition by Advantage Media Solutions in April 2017.
LIFESTYLE MEDIA GROUP
2015 – 2017
Chief Operating Officer/Chief Revenue Officer
CRO and Publisher for LMG, one of the Nation’s largest regional Digital and Print media publishers, with 13 titles. Responsible for all sales operations of publishing company, including oversight of sales, systems, sales human resources, and development of Franchise initiative.
Successfully grew inside sales team to 25 salespeople.
Created strategic digital media footprints for all publications, grew digital sales by 1000%
Prepared company to become Franchisor, and Franchise Support Center.
Moved print process from sheet-fed to web(Hess) and saved company $300m per year.
SPROUTLOUD MEDIA NETWORKS, Sunrise, FL (Acquired Synergy in 201*-****-****
Partner of $15mm high growth Print Marketing Company focused on Distributed Print Marketing Technology, providing traditional, social & digital online marketing solutions & automation for national & local marketing print and direct mail campaigns. Principal areas of impact included business development, process improvement, culture enhancement and strategic planning.
In 18 months grew Franchise client base and revenue by 300%.
Responsible for developing sales team and performance.
SYNERGY BRAND MANAGEMENT, Boca Raton, FL
Founded in 2007. Print Marketing & Technology Company using groundbreaking technology to create a single source, one-stop-shop for Distributed Print Marketing organizations such as Franchise companies, multi-unit retailers, and distributor networks. Directed business development, strategic planning, capital raising, and P&L for new startup company.
Secured print and FSI business of world’s second largest Dish Network dealer providing service to help them manage and track a $4.5mm marketing budget; saved client over $500K allowing them to reallocate funds to generate a 12% sales increase while producing over $400K in fees for Synergy.
Grew Synergy to become the industry’s best known provider for this new type of print marketing solution and was acquired by SproutLoud, an 8 year old distributed marketing platform trying to break into the Franchise space.
ST IVES, US DIVISION, Miami, FL
2002 – 2007
Senior Vice President Sales
Hired by CEO to assist in turn around the steady decline of $250mm division of $800mm London based publicly traded Commercial Graphic Arts Company, by selling print programs designed to drive results. Led business development and served as member of Executive Team, participating in business analysis, planning, control, strategy, costing, and introduction of new print and digital media sales strategies.
Coached staff to better understand and support strategic and solutions-based business model. Assisted in the introduction of new equipment, innovation, programs, and products that made the company relevant, including Technology Based Franchise Print Division.
Launched Franchise Services Division and grew additional $10mm in sales over 4 years; implemented new business and sales methodologies resulting in longer term business, stronger customer relationships, and increased revenue and profit.
WILEN ENTERPRISES, Deerfield Beach, FL (Acquired SKARCO in 2000)
1994 – 2002
Chief Operating Officer
Managed business development, and all aspects of planning and administration for a $20mm Trend and Market Driven Print Manufacturer and marketing leader. Key senior decision maker in long-term business projection and strategic planning, to support sales and marketing efforts. Oversaw a wide range of financial matters including budgets, fiscal reporting, cost controls and inventory management. Directed the financial, sales, and administrative teams.
Created and developed ADN (Alternative Distribution Network), a four-color print advertising medium. Grew distribution to 2.3mm households per month, and $3mm in revenue in 2 years.
SKARCO PRESS, Pompano Beach, FL
Founded in 1994. Built, developed, a Regional Magazine Publishing and Print Marketing Company.
Achieved $5mm in annual ad sales revenue with various Regional Lifestyle Magazines.
THOMPSON INDUSTRIES/BLACK’S GUIDE, Rockville, MD
SR Director Sales, National Publisher
Rapidly promoted after acquisition. Turned around 15 regional offices, re-trained or turned over staff, and created and implemented a strong sales process, strategy, and culture. Created and launched online advertising presence for 32 region Commercial Real Estate Publishing Company. Worked daily with CEO and development team to strategize and plan for company’s growth and development.
Produced over $50mm in annual ad sales, growing revenue by 24%.
Significantly improved business development and ad sales framework through implementation of CRM Sales Management and introduction of an innovative Online Advertising opportunity.
Reduced costs by approximately 20% and grew sales by nearly 40% in 3 years.
BROKER/TENANT GUIDES, Ft. Lauderdale, FL
Founded in 1986. Shortly after college graduation, created, developed, and subsequently sold to Thompson/Black’s Guides Regional Commercial Real Estate Publishing Company. Participated with partner in all aspects of this startup business. Grew to $1mm in ad sales revenue, 8 employees, and 6 Regional Editions of semi-annual commercial real estate directories.
Accomplished speaker, trainer and culture builder; authored articles in various industry publications. Asked to speak at industry conferences regularly, and have been featured professionally in various newspapers, periodicals, and magazines.
Awarded CFE (Certified Franchise Executive) Certification in 2011