Sales Marketing

K. Patrick Goddard

***** ********* ** ●Huntersville, NC 28078 ●617-***-****● *********@*****.***

OBJECTIVE:

Experienced, results driven marketer seeking to obtain a challenging product management position, make a valuable impact by exercising proven techniques that align with overall brand strategy.

EXPERIENCE:

Electrolux North America, Charlotte, NC

Product Marketing Manager, Upright Vacuums, Small Appliances 6/11-Present

Used comprehensive knowledge of market research, competitive data and consumer insights to design, develop and launch new products at major national retailers for the Electrolux and Eureka vacuum brands, that profitably grow market share in extremely competitive environments and contribute to other Electrolux strategic priorities.

Developed and launched Electrolux Small Appliance’s top strategic products for 2013, 2014, 2015 intended to defend and/or grow market share in various pricing segments that had strong Unique Selling Propositions, brought innovation to consumers, contributed to increased sales and profitability and met other important business goals to build brands and company bottom line.

Responsible for product development deliverables: initial product proposal and business plan, consumer research execution, all checkpoint documents including business plan updates, pricing, positioning and messaging strategies, sales materials, vendor management, packaging, manuals, supplier cooperation during production planning and execution, 360̊ consumer experience development.

Successful development and launch of number one strategic product launch in 2013 resulting in 61% EBIT improvement and was important extension of Eureka brand’s premier vacuum line into a new market segment.

Successful development and launch of number one strategic product launch in 2014 delivered a 6% EBIT improvement, increased units sold, net sales and improved consumer motivated feature assortment compared to replaced platform: a market leading but aging platform.

Developed number one strategic product launch for 2015 designed to bring innovation to the market while driving higher price points, margins and increasing market share.

As product owner, worked closely with Project Manager to lead cross functional product development teams through the checkpoint process including: R&D, Industrial Design, Finance, Sales, Logistics, Quality, Brand/Trade Marketing, Aftermarket.

Consulted with Sales and other functional groups early in development process to gain consensus on business expectations of products to understand ramifications on product development timing, cost and feasibility.

Developed Generation Plans, using knowledge of consumer and competitive trends to develop long term product offering plans that met the Brand Value Propositions for Electrolux and Eureka vacuums and targeted incremental sales and market share opportunities.

oEstablished vacuum platform feature ranges designed to maintain and create opportunities at all major National accounts including Walmart, Target and others.

Actively collaborated with Consumer Insights team to design and execute research studies to understand consumer segment’s (in general and target segment’s) attitudes, behaviors and emotions during interaction with vacuum cleaners and the product purchase cycle; conducted company prescribed research studies during the product development checkpoint process.

Developed 360̊ consumer experiences focused on providing optimal consumer experiences pre-purchase, at-purchase and post-purchase to convert sales and grow brand allegiance.

Analyzed research results to develop our brand’s Brand Value Proposition: how our brands provide value and fulfillment for them. Used this information to design products that laddered up to our BVP through unique Visual Brand Language and feature assortment.

Responsible for product lifecycle management based on business analytics and new product launch schedule.

Led cross functional product improvement teams, focused on understanding consumer feedback (Voice of the Consumer) to consistently improve consumer satisfaction and product quality.

Represented Electrolux as Product Owner to global manufacturing partners in China and Mexico, verifying vendor production process and product acceptability.

Identified and proposed new strategic opportunities, used extensive knowledge of consumer purchase factors and insights, competitive assortments and all market intelligence to develop business plans that build brand and meet/exceed company targets for sales and profitability.

Managed the completion of checkpoint documents to accurately communicate project updates and status, understanding team performance relative to initial project goals and updating Leadership on current information.

Managed product development process and Marketing deliverables for international market divisions, working with product development team to deliver specific variants to an international market that meet sales and profitability goals on schedule.

Managed concept development and production process of opportunities designed to gain incremental business from existing trade partners such as one time purchases and special buys.

Continually used consumer insight and market intelligence data to design new products lines that profitably fulfill consumer emotional and physical product preferences and adapted and refreshed existing products to increase consumer satisfaction and sales performance.

Responsible for understanding and implementing Marketing related Materials Savings Program items: delivering sustained performance with more cost effective materials, without sacrificing consumer experience or product integrity.

The Charlotte Observer, Charlotte, NC

Direct Marketing Specialist 2/05-6/11

Developed marketing strategies and proposals for business clients in a variety of industries to develop an appropriate marketing mix and increase ROI.

Managed the marketing projects that provide clear, informative materials and support for product launches from forming a deep understanding of product and relevant benefits to designing marketing materials to executing the production.

Served as the product expert to manage and coordinate the logistics of each marketing campaign; ensuring P&L profitability, researching, planning and execution of each program.

Lead new product generation process by utilizing client relationships to develop expert understanding of their needs and goals and implementing new programs and products to meet them. Also designed and presented campaigns to promote new products, both to business owner clients and colleagues.

Streamlined internal processes to increase efficiency and revenue while enhancing the customer experience.

Demonstrated strong ability to develop and maintain relationships with all program stakeholders: clients, vendors and internal support teams.

Provided excellent service in a strict deadline, multi-tasked environment.

Utilized research and business acumen to evaluate and adapt products to changing market conditions and technologies, continuously maximizing profitability.

Comprehensively developed and analyzed reports to understand program performance for both internal support teams and clients.

Enabled product marketing participation from each colleague by producing clear, effective marketing materials and guidelines on how best to position products and communicate benefits to clients.

Managed $650,000+ in billed campaign management annually.

Eagle Tribune Publishing Co., Gloucester MA

Account Executive 12/03-10/04

Managed entire process of working with business clients to understand their customers and determine target, creative, and offers for marketing campaigns, to working with vendors to complete projects.

Lead projects by creating and implementing a variety of marketing initiatives including direct marketing, targeted publications and prospect generation tactics to build strong partner relationships, increase brand awareness and develop new sales opportunities.

EDUCATION:

Franklin Pierce College, Rindge, NH

B.A., Marketing 9/98-5/02

Contact this candidate