Sales Marketing

William S. Chapnick

*********@*****.***

**** ****** *****

Solon, Ohio 44139

C: 440-***-****

http://www.linkedin.com/in/chapnick

OVERVIEW:

Accomplished, high energy, senior marketing professional with broad B2C and B2B marketing experience,

encompassing strategic branding, product development, content marketing, E-Commerce tools, online &

inbound marketing strategy, thought leadership positioning, social media tactics, CPG & retail category

management, consumer insights, advertising, business and sales development and a balanced quantitative

and creative skill set. Six Sigma Blackbelt certified from The General Electric Company. Interested in joining a

senior management team focused on strategic business growth, profitability and innovation.

EXPERIENCE:

9/14 – 2/15 ECRM, Inc. Solon, Ohio

ECRM is a privately held, 20 year old company offering over 50 unique retail/consumer packaged goods supplier events that

are supported by innovative technology solutions which are category focused.

Senior Vice President of Marketing

Member of the executive management team focused on implementing a newly created marketing department and

developing smart competitive strategies for each business unit.

Launched a content marketing strategy to position the company as a thought leader within the various

industries it serves

Established a massive email marketing program integrating sales prospecting and rem arketing tactics

Orchestrated an aggressive national marketing and sales initiative to grow ECRM ’s Data businesses, Ad

Comparisons and Promotional Impact tools

Restructured the corporate sales operations process to lengthen the sales cycl e and increase customer

renewal rates – early results indicate a 20% increase year -over-year

Implemented sales pipeline reporting tools for increased visibility and metrics around the various sales

and marketing stages

9/13 – 9/14 Buyers Products, Inc. Mentor, Ohio

Established in 1946 as a distributor of truck and trailer components, Buyers Products has grown to become a leading

manufacturer of products for the mobile equipment industry with annual revenues over $400M.

Marketing Director

Managed internal marketing team and multiple external PR, advertising and creative agencies . Driving projects,

strategies, corporate branding & communications, timelines and budgets.

Recruited to restructure and lead the marketing, public relations, catalog development, website, soc ial

media, sales collateral, tradeshow planning, merchandising and communications efforts

Implemented a dealer/distributor incentive program through merchandising opportunities and promotions

Launched an inbound and outbound marketing strategy which includ ed a social media program and

weekly targeted promotional eBlasts

Implemented a 500+ SKU repackaging program increasing brand awareness and brand consistency

10/11 – 9/13 Kent Displays, Inc. Kent, Ohio

Kent Displays, Inc. is a $30M privately held company, inventor of the world famous Boogie Board® LCD eWriter. Notable

2012 retail partners include: Brookstone, Bed Bath & Beyond, Best Buy, Barnes & Noble, Staples, Costco and Amazon.

William S. Chapnick

2 of 3

Global Marketing Director

Managed marketing department, product desi gn team, Asia marketing/PR team and European marketing

representative – direct report of CEO.

Pioneered company’s global marketing strategy including product design, branding guidelines, retail

channel strategy, pricing, packaging, merchandising, promotion s, advertising and social media

Led E-Commerce projects including, EDI integration, online shopping functionality, mobile product

integration and partner tools

Instituted marketing programs that resulted in the company’s largest ever growth of the US retai l channel

by adding 4 new large retail partners representing plan-o-gram placement in over 4,500 stores

Developed branding strategy for product family through packaging, merchandising and advertising

Initiated market research programs testing price point e lasticity to re-align the pricing strategy

Launched 2 new products to the Boogie Board family represent ing advancements in product technology,

including a successful Q4 2012 rollout of the Boogie Board Jot LCD eWriter at Bed, Bath & Beyond

Grew the specialty toy retail channel by over 210% within 1 year of program implementation

3/11 – 10/11 GENERAL ELECTRIC Cleveland, Ohio

Sales Market Development Manager – GE Lighting – Consumer Sales/Marketing

Oversaw development of retailer growth programs for Walmart and top food & drug store accounts

Aligned GE marketing initiatives with retailer -specific marketing goals to achieve category growth through

social media programs, QR code promotions and off -shelf promotional displays

Collaborated with GE Lighting retailers to define solid shopper segmentation, identify knowledge gaps

and implement shopper-centric research plans

3/08 – 12/10 MC Sign Company Mentor, Ohio

MC Sign Company is a $40M national sign and lighting company providing service, maintenan ce, manufacturing, project

management, lighting retrofits and installation since 1953 it is ranked in the top 10 of national sign companies . Customers

include US Bank, Gap, KFC, Lowe’s, T-Mobil, Walmart and OfficeMax.

Director of Sales & Marketing

Managing an 18 person team including national sales managers, account management, graphics and marketing.

Reporting directly to the CEO.

Achieved an 8% growth from 2009-2010 through increased marketing and sales development

Re-aligned account management team to focus on increased customer satisfaction

Drove over $350K of incremental growth t hrough implementation of a sign/lighting outage survey program

Created lighting business P&L focused on new growth initiatives with first year sales of $5M

Led company initiative to implement sustainability strategies including a LEED certified building plan

Responsible for all pricing decisions and RFP strategies (Request for Proposals)

Oversaw a $750K marketing and sales budget aimed at driving sales through intensified dire ct marketing,

online advertising, eNewsletters, industry tradeshows and unique outreach programs

10/06 – 2/08 RANPAK CORP. Concord Township, Ohio

Ranpak is a $300M company established in 1972 as a global manufacturer of environmentally-friendly paper packaging

materials and systems that protect products during shipment.

Director of Marketing

Responsible for the North American marketing an d product management department . Reporting to the CEO.

Achieved company growth at almost 5 times the industry avera ge

Accountable for new product introductions, market research, sales force effectiveness, corporate

advertising/communications, web strategies and CRM database management

Launched 2 product line upgrades including AccuFill3 and PadPa k LC which included major

enhancements and greatly improved operating features

Created multiple vertical marketing programs that drove over $250K of new business

Executed eco-friendly marketing programs to differentiate company’s image versus the competition

William S. Chapnick

3 of 3

1/00 – 10/06 GENERAL ELECTRIC Cleveland, Ohio

Six Sigma Blackbelt - Sales Operations – GE Consumer and Industrial (1/04 – 10/06)

Developed a clearly defined promotion planning, measurement, tracking and communications process

which maximizes promotion profitability/ success

Conducted promotional effectiveness reviews with Kroger, Publix and Rite Aid

Created product audit process for the Home Depot to identify defects when store service companies reset

planograms – achieved a 51% decrease in planogram defects between s tore tests

GE United Way Day of Caring Leader: Achieved event attendance over 500 employees working a

collective 4,000 hours - over 45 major projects completed (2004 – 2006)

Category Manager – GE Home Electric Products Inc. (10/02 – 1/04)

Managed Category Management retail space strategy for entry into the consumer electronics channel -

SmartHome ® lighting control and wireless security product lines

Developed multiple product planograms and conducted financial benchmarking for customer needs based

on point of sale data resulting in revenue of over $1.7M

Maintained high-profile role resulting in a 5% point of sales dollar increase 2003

Orchestrated key go-to-market strategy for Wal -Mart products with 2004 sal es of $10M

Led category management process for all major home center retailers and mass merchant retailers,

working closely with the various sales teams to ensure the best product strategy

Global Internet Marketing Leader – GE Lighting (1/00 – 10/02)

Responsible for global internet marketing team

Managed website launch process - leading a cross-functional team with a $1.5M budget responsibility

Implemented customer service online tools to reduce call volume at the GE call center

Directed creation of GELighting.com - over 300 web marketing pages for North America

Mobilized European Internet team launch of GELighting.com Europe

Launched distributor portal including online sales tools for Grainger and GE Supply

Achieved significant eBusiness solutions cost savings of $500K through a Six Sigma implementation

Managed entire online marketing strategy for multiple new product introductions including the launch of

Reveal ®, T5 Fluorescents ® and Energy Star CFLs delivered over 700,000 online impressions

Oversaw 2002 NBC Olympics sponsor advertisements for Reveal ® - over 125 million impressions

3/98 – 1/00 LEVIN CONSULTING Beachwood, Ohio

Marketing Consultant

Conceived entire reseller program - Prodigy Communications, Business Solutions Division

Conducted retail and ecommerce launch for budget priced software games including retail and

distribution pricing models for US and Canadian markets - eGames inc.

Resolved distribution backorder situation by redirecting inventory to an alternate distributor which

drastically reduced customer complaints - Humongous Entertainment

Oversaw launch of Nickelodeon's "Blue's Clues" software titles into the education channel through

partnerships and advertising with educational dealers and distributors - Humongous Entertainment

Developed product launch strategy for cutting e dge cellular services - Qualcomm Communications

EDUCATION:

CLEVELAND STATE UNIVERSITY

MBA GPA 3.61

THE OHIO STATE UNIVERSITY

BSBA GPA 3.10 Majors: Marketing / Transportation & Logistics

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