Senior Marketing, Product Development professional with 30+ years expe
Resume:
TRACY H. LANG
Mercer, Pennsylvania 16137
*********@*******.***
CAREER SUMMARY
Senior Marketing, Product Development and New Business Development Manager in construction, safety, hardware, security and plumbing products industries with demonstrated leadership and strong creative problem solving capabilities. Adept at addressing the big picture, while not losing focus on short-term strategies. Successful, 30+ year record of accomplishment in:
Marketing/Sales
Industrial design
Design/Engineering
Pricing systems
Product development
Strategic planning
Strategic alliances
Distribution strategy
Advertising
Product liability
Contracts/Licenses
Code compliance
Professional sponsorships
Business development
Domestic/International sourcing
Government relations
P&L accountability
Innovation
EMPLOYMENT EXPERIENCE
FORTA Corporation, Grove City, PA 2008 to 2013
Worlds leading manufacturer and supplier of fiber-reinforcement for construction, ($30 million in sales)
Manager – Asphalt Division
Responsible for the conception, and development of the worldwide fiber-reinforced asphalt industry
Grew global sales by 300% in 2012 and tracking at 300%+ in 2013
Developed and trained international and domestic sales/distribution and presented to most key accounts
Successfully developed/modified technology to integrate fiber-reinforcement into the asphalt industry
Managed government, university, and independent scientific research program(s) and was key resource for all technical, sales and marketing issues
Created the FORTA-FI brand and strengthened the FORTA Corporation brand through promotions, advertising, direct mail, collateral materials, editorial, trade shows, web-site development, instructional videos and PR programs
Miller Fall Protection-division of Bacou-Dalloz, Franklin, PA 2003 to 2007
Worlds leading manufacturer and supplier of fall protection products, ($90 million in sales)
Senior Product Manager – Soft Goods
Responsible for all aspects of Miller Soft Goods strategic marketing, product development & managed 6,500 SKU’s
Grew Soft Goods sales 10%+ for 4 consecutive years to $36.8M est. for 2007, with enhanced margins through the introduction of new programs, pricing, products and distribution
Developed Revolution, most comprehensive safety harness system ever developed, 1st year sales 300% over plan, $7.5M sales since 2005, globally produced/distributed, 7 patents pending
Reduced soft goods SKU’s by 30% improving OI, inventory turns, forecast accuracy, and fill rates
Secured global sales with largest end user to date, $2.7M est. for 2007
Strengthened the Miller brand through promotions, advertising, direct mail, collateral materials, editorial, trade shows and PR programs, aiding the Miller brand to be kept as one of the 3 core brands in the Bacou-Dalloz family
Selected as Cultural Ambassador due to communication skills and example of corporate ethic
WINNER INTERNATIONAL LLC, Sharon, PA 2001 to 2002
Worlds leading brand, The CLUB, in automotive security, ($35 million in sales)
Vice President – Marketing
Responsible for all aspects of marketing through the current mergers/IPO into a new public company
Developed infrastructure necessary to move from one brand into multiple brands/product categories
Assured profitability through the introduction of new programs, pricing, products and distribution
WERNER CO., Greenville, PA 1999 to 2001
Worlds leading manufacturer and supplier of ladders and climbing products, ($500 million in sales)
Senior Marketing Manager – Professional
Responsible for growing the number one market share, brand and distribution in all Professional Channels
Instrumental in driving the growth of Werner’s Professional sales to $119M, 7%+ annual growth with enhanced margins, through the introduction of new programs, pricing, products and distribution
Strengthened the Professional brand through promotions, advertising, direct mail, collateral materials, editorial, television, trade shows and PR programs, aiding growth and brand leveragability into The Home Depot and Lowe’s
Implemented Base Line market research to better segment what had simply been the “Pro” market, into 17+ sub-segments servicing more than 4,550 Professional customers
Developed and implemented a new pricing system, replacing what had been the industry standard for four generations. The new system was adaptable to market conditions, standardized the customer base and garnered $3.5M in additional revenue.
Expanded distribution into highly profitable new markets while utilizing standard components and technologies, created new products, selling proposition and OEM agreements necessary to capitalize on growth of the “Wind Power Generating” market for an incremental $10M-$25M annually
TRACY H. LANG
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MASTER LOCK, Milwaukee, WI 1993 to 1999
World leader and number one brand in padlocks and related security products, ($300 million in sales)
Senior Product Manager – O.E.M.
Responsible for all aspects of O.E.M. business. Utilize strength of brand, technology, sourcing and manufacturing expertise to develop O.E.M. category while expanding retail growth.
Introduced record numbers of new products, technologies and business segments, reaffirming Master Lock as the market leader in innovation and creative marketing strategies
Identified opportunities, led development teams, launched, promoted and managed new businesses and product families within each of the 3 business categories (OEM, Retail and Industrial), to assure the attainment of Master Locks’ annual growth objectives.
Developed new distribution and sales channels to facilitate growth objectives
Introduced 130 new SKU’s since 1993, which generate annual sales in excess of $35M
Introduced the use of interdisciplinary teams & parallel processes, improving speed to market by 50%
Promoted from Product Manger – New Business Development to Senior Product Manager – Institutional
Responsibilities prior to 1998: Senior Product Manger – Sportsman Products, Senior Product Manager – Institutional, Product Manager – New Business Development, Product Manager – New Products.
KOHLER COMPANY, Kohler, WI 1989 to 1993
Domestic leader and number one brand in plumbing and specialty products, ($1.5 billion in sales)
Product Manager – Premier Faucets & Accessories
Responsible for all aspects of Kohler’s Premier Faucet business, with P&L management accountability for 10 product lines totaling 1,350 SKU’s and $37.5M in annual sales.
Increased Kohler’s Premier Faucet market share 10% by introducing new programs and products
Simplified and cost reduced manufacturing processes by $750K annually, enabling Kohler to remain competitive without losing the unique character, aesthetics and quality of a Kohler Premier Faucet.
Introduced an average of 165 new SKU’s per year resulting in $8M in new sales annually
Managed development and implementation of Kohler’s two largest projects concurrently. Each had a budget between $2.5-3M, project teams of 12-15 members, involved new technology, and contained 72 – 111 SKU’s. Both projects were delivered within budget and on schedule.
Eliminated hundreds of unique manufacturing components for savings exceeding $500K annually
Promoted from Senior Market Analyst
MOEN INCORPORATED, Elyria, OH 1986 to 1989
Number one professional brand in faucets and related products, ($325 million in sales)
Manager of Product Design
Created all new product concepts and designs. Led design and marketing efforts and coordinated with engineering, research, manufacturing and sales.
Introduced Moen as a consumer brand extending from their professional product history. New products, packaging, merchandising and advertising were essential elements in growing retail to 50% of total sales.
Established Moen as leader in commercial market through new product innovation. Designed a family of products, easily used by the visually and physically challenged, without losing retail appeal
Consolidated and focused all industrial design functions into a common department. Savings exceeded $100,000 annually and assured design continuity.
Promoted from Product Designer
UNIVERSAL-RUNDLE CORPORATION, New Castle, PA 1983 to 1986
Leading manufacturer of complete plumbing lines for the Home Center market, ($150 million in sales)
Industrial Designer
Developed new product lines using new technologies to expand division manufacturing and markets
Designed and engineered 12 lines of bathroom cabinetry. The systemized nature of these designs reduced cost while increasing product offering and profitability. Sales increased 200%.
Conducted market research, designed, engineered, and launched the first portable spa for the Home Center market. This product elevated the perceived value of U-R customers while increasing sales.
EDUCATION
B.F.A.-Industrial Design, Carnegie-Mellon University, Pittsburgh, Pennsylvania, 1982
Awarded the Lee Goldman Memorial Scholarship for academic achievement, 1981
CONTINUING EDUCATION
Northwestern University’s Kellogg School of Business – Art of Venturing, 1995
Harvard Business School – Speed to Market, 1994 & Partnership Marketing, 1992
University of Chicago – Developing Market Plans, 1991 Qualpro-Quality and Improvement, 1991
AFFILIATIONS & PATENTS
Awarded (7) U. S. Patents with (5) patents pending, across several different industries. ASTM, Member 2008 to present, Color Marketing Group, Member 1985 to 1993 and Industrial Designers Society of America, Board of Directors 1986-1990, Selected as juror on four national and international product design competitions.
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