Sales Management

Richard Swadley

Vice President and Executive Publisher

Carmel, IN

**********@*****.*** - 317-***-****

SENIOR MANAGEMENT AND BUSINESS DEVELOPMENT LEADER

Experienced top-level publishing and business development strategist with a history of leading businesses

to multimillion-dollar growth in challenging economic conditions. Critical problem-solving, planning and

implementation, and organizational skills honed at the helm of market leaders in an industry that has seen

dramatic change. Maintained number-one global position in technology publishing for the past 14 years.

Portfolio includes the leading global brand, “For Dummies.”

Key skills are as follows:

Financial Acumen, Product Development,

Business Development, Change Management

Strategic and Critical Thinking, Leadership and Team Building

Global Management and Leadership, Presentation Skills for All Levels of Management

WORK EXPERIENCE

Vice President and Executive Publisher

JOHN WILEY & SONS, INC - Indianapolis, IN - 1999 to 2014

Indianapolis, IN 1999 - 2014

Publisher of content and content-enabled services with 5,800 employees globally and three divisions: Global

Research (Journals), Global Education (Higher Edkucation texts), and Professional Development (books and

digital products for professionals).

Vice President and Executive Publisher

Full P&L responsibility for Technology Global Business and Dummies Global Business.

• Transformed business from purely print to additional digital revenue generation with new business models.

Grew Dummies.com from a negative cost on the balance sheet to producing nearly $2M in ad revenue.

• Maintained or improved top market share, and industry leading margins and EBITA results.

• Reduced expenses to save $4M during corporate restructuring initiative to offset base business revenue

changes (declining print sales of Dummies and Technology with the market landscape of global retail

bookstores going out of business) while finding new sources of revenue.

• Directed and managed Dummies editorial team to deliver $15M in revenue from custom products (print

and digital) for Custom Publishing sales team, generating 10%+ increases for each of the last three years.

Partnerships/customers include IBM, HP, Oracle, Samsung, and Salesforce.com.

• Led the acquisition of the Wrox imprint, negotiating the bargain price of $1M for the bankrupt publisher.

Selected the key parts of the list and grew it to $6M at the end of the first full year.

• Drove the purchase of Sybex and managed/completed the full integration of the business into Wiley Following

a best business practice approach to processes and staff, once again turned an unprofitable business into one

generating $12M in revenue and a 25% EBITA margin in two years. In addition to cost cutting and realignment,

changed the strategic direction of the publishing focus, introduced more digital products (such as the Todd

Lammle's CCNA Virtual Lab for certification training as a software product), and added online testing features

to drive growth and improve the P&L.

• Enabled Wiley to recoup the Dummies business purchase price within 5 years on a 10-year model by

delivering superior performance, as a part of the management team that helped integrate the Dummies

business into the Wiley infrastructure.

• Managed Dummies content team to deliver key partnerships around the globe in tandem with the sales

team. The Dummies brand is available in 20 different languages globally utilizing the licensing business model

with strong partners, such as UOL in Brazil, and Yahoo and Microsoft in the U.S. A single deal may involve

guarantees of over $1 million in a single fiscal year.

• Created official press relationships, including AOL, AutoDesk, HP, and Novell.

• Develop strong partnerships with both key customers and new business partners to generate growth, with

successful and valid experiences in all three paradigms: build, buy, or partner.

• Led restructuring and investment initiatives for the Technology Publishing business at Wiley ($35M) and

the Dummies business (Consumer and Technology, $85M). Through new workflow and outsourcing models,

delayering and reorganizing teams, created an annual savings run-rate of $4M in costs. EBITA results among

the highest in the industry (35-40%). Led teams through digital transformation, including the development of

ebooks, E-Learning courseware, video training courses, a new advertising model for Dummies.com, test-prep

digital content, and licensing partnerships.

• Understand the needs of customers and the business at hand. Develop vision and a set of goals/initiatives

to drive the results.

• Trained in Patrick Lencioni's The Five Dysfunctions of a Team and The Five Cohesive Functions of a Team.

Create an environment and culture that builds on a strong base of trust and commitment from the team.

• Managed or directed global teams and businesses in the UK, Germany, Australia, Canada, and India.

• Effective in presenting to key intermediary customers such as Amazon and Barnes & Noble, as well as key

partners such as Hewlett-Packard, Microsoft, and IBM.

Senior Vice President

MACMILLAN COMPUTER PUBLISHING - Indianapolis, IN - 1990 to 1999

Indianapolis, IN 1990 - 1999

$200M+ market-leading publisher of technology titles producing over 1,000 books annually. Subsequently

acquired by Pearson Education.

Senior Vice President

Managed editorial content team of over 200 employees covering several industry-leading brands, including

Que, Sams Publishing, New Riders, Hayden, and Brady. Directed entire editorial process, including product

development, editorial, and acquisitions teams. Created strategy for revenue growth and increasing market

share.

• Grew the Sam's Publishing business from $18M to over $65M in less than five years.

• Led the team that formed the Macmillan Software business, leading to over $3M in revenue.

• Innovated book bundling as first publisher to package CDs with digital content and print product. The package

was sold as a "boxed multimedia product" in new software channels.

• Mentored and trained five future publishers, showing a keen ability to assess skills, assist with leadership

development, and fit the right people for high-level management positions.

• Reorganized separate internal competing imprints into a single MCP structure focused on individual

communities across all imprints (programming, general user, certification, and graphics for creative

professionals).

• Oversaw creation and management of several key official press partnerships, including Cisco Press, Adobe

Press, and IBM Press. All remain as key contributors to Pearson today.

• P&L responsibility for up to $200M, with particular skill in budgeting and expense management.

• Customer and community focused, inspiring the development of innovative series and attractive packaging to

give the community what it is looking for and will embrace, and to deliver on the "time promise" for tech learning.

EDUCATION

BS in Industrial Management

Purdue University - West Lafayette, IN

Certificate in Financial Management for Senior Managers

Dartmouth College - Hanover, NH

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