Sales Manager

ROBIN LAKIN, MBA

**** ***** ***** *** *, Dayton, OH 45324 • Tel: 619-***-**** • E-mail: ********@*****.***

AM LEONARD, Piqua, OH 2014 - 2015

Senior Product Manager

Entrusted to optimize product direction and launch plans that would increase the innovation, profitability, and expansion of all AM Leonard product lines. Performed gap and competitive analysis to find new products that would be developed to grow the AM Leonard Branded tool line.

Accomplishments

Created motivational programs to increase sales 10% over last year, and raised new product introductions from 145 to 305 items.

Established an Ambassador program of 12 Nursery and Landscape professionals to give recommendations on product ideas, pricing, and testing for possible attribute changes to meet customer specifications.

Placed in charge of AM Leonard’s Trade Show production and management. Increased booth size, brand awareness and started using booth scanners which grew possible sales leads from 233 LY to 4,015 CY.

Responsibilities

Led development of all strategies, promotions, pricing and P&Ls across all product lines; Worked with merchandisers, marketing and sales groups to establish 2015 objectives. Wrote the 2015 new product line plan and created the 2015/2016 Merchandising calendar.

Created a new forecasting program for product managers to watch and review their bestselling item’s sales to ensure a (Never-Be-Out) program. Additionally, designed a new product specification and configuration area to achieve faster and better manufacturing practices.

Identified and targeted growth opportunities in the landscaping and nursery markets based on input from marketing, sales, distributors, and consumers. Evaluated product viability by possible sales volume, number of SKU's and cost of goods to recommend best product mix.

Conducted focus groups, surveys and brainstorming sessions to learn about industry trends, key accelerators and attributes for new product solutions, once recommendations were received new ideas then entered a cross-functional stage-gate development process.

Supervised a group of 5 product managers to launch, manage, and market products appropriately utilizing: catalog, packaging, outbound sales programs, email campaigns, product videos, and social media/website promotions.

Optimized new and existing product collateral for the sales team; New products were presented to sales during line reviews and meetings. Line review results were then used to influence price points, sales forecasts and distribution across multiple product lines.

NOVAK BUSINESS SERVICES, Dayton, OH 2012 - 2014 Product Development Consultant

Contracted to lead new product development and line expansions of innovative craft kits for private label clients. Re-designed launch materials and peripherals for distributers to ensure proper retail placement.

Responsibilities

Responsible for P&L analysis, material sourcing, packaging design, and pricing for multiple product lines. Managed product development lifecycle from beginning to end analyzing trend data, implementing margin based production and utilizing tight project schedules.

Obtained and coordinated MLB, NFL, NHL, NBA and Domo licenses to provide maximum added value for clients.

MEADWESTVACO, Dayton, OH 2011 – 2012

Product Manager

Tasked to create and launch new products for of all Mead school, fashion, and licensed lines. Determined team-player who worked with cross- functional team members to achieve efficient P&L management, brand positioning, cost-saving initiatives, and China based sourcing.

Accomplishments

Key contributor of brand and departmental growth that resulted in exceeding revenue plan for fiscal 2011 by 8%.

Collaborated with sales and design to increase 2012 revenue for Justin Bieber products by $1.3M and Angry Birds by $2.4M above initial forecasts.

Created and trademarked a new line called “Glitter Glam”, an incremental sales program placed in Office Superstore channels after BTS items had already been sold in for 2012. Due to the line’s success it has been added as a new Mead corporate offering.

Responsibilities

Created the 2013 Product Plan, including brand growth initiatives for the School, Fashion. Licensed and Trapper Keeper lines. Started developing the long term plan with our sales teams for Wal-Mart, Target and other Big Box stores.

Coordinated new item launches and created all sales collateral, decks and samples to present to clients. Chose all items to showcase on the Mead D to C e-commerce site and wrote all content.

Formed strategic recommendations based on findings from consumer research studies (school, fashion and Hispanic), brainstorm sessions, demand forecasting and P&L analysis to bring new products to market.

Completed monthly and quarterly forecast reporting for licensed, fashion and school products and analyzed sales projections based on POS and Nielsen data to determine trends and key customer insights.

Collaborated with the Social Media Manager to grow our number of likes from 2,000 to 48,000 for the Mead Facebook page. Received key feedback utilizing interesting posts, coupons, and the 2012 Justin Bieber Sweeps to create new products and pertinent advertising.

Responsible for managing all licensed relationships with global brands: Angry Birds, Justin Bieber, Paul Frank, Roxy, and Red Bull.

FISHER-PRICE, East Aurora, NY 1/2011 – 6/2011

MBA Marketing Intern

Recruited to establish product concepts for the Senior Brand Manager for Power Wheels, Ride-ons and Seasonal/Sports brands; collaborated with the Marketing Manager on B2B product sizzles and consumer commercial storyboards; and lead a significant website analysis project.

Accomplishments

Evaluated NPD data and performed GAP analysis study to identify and recommend an opportunity for the Seasonal/Sports product line’s first entrance into snow products and activities; this idea was added to the Long Range Plan for 2013.

Responsibilities

Assisted with the development of the 2013 Long Range Product Plan for 3 lines - Power Wheels, Ride-ons and Seasonal/Sports.

Managed the creation of product names, copy and packaging to effectively communicate new product attributes to consumers. Created product presentations for all sales team line reviews.

Responsible for evaluating licenses for all lines including: Barbie, Hot Wheels, Dora and Diego, Mustang and Jeep.

Led website and social media analysis for the new Power Wheels website in collaboration with an outside creative agency to establish a refreshing new “face” for the customer. Designed and integrated two interactive games for 3 - 6 year olds.

MILLENNIUM GAMES & HOBBIES, Rochester, NY 2004 – 2010

Co-Owner

Invited to partner with another gaming professional to plan, manage and control the profitable operations of a high-volume 10,000 sq ft retail game and hobby store.

Accomplishments

Grew annual revenue 12% with inventive marketing campaigns, customer appreciation programs and creative weekly events.

Lowered monthly rent, credit card processing fees and distributor fees through aggressive negotiations and market research.

Responsibilities

Optimized store operations by establishing new pricing guidelines and reducing shipping times with wholesale distributors.

Supervised personnel decisions, including hiring, training, payroll, scheduling and benefits of 12 employees. Established customer service bonus program to incentivize employees to create relationships and foster customer loyalty.

Established business access line of credit to finance capital improvements and enhance long-term revenue.

UPPER DECK COMPANY, Carlsbad, CA 2002 – 2004

Associate Product Manager

Recruited to join newly created girls entertainment team; tasked with development and global launch of new product lines and expansion of existing collectable card games.

Accomplishments

Created and developed commercially successful games/toys with Disney, Bratz and Winx Club licenses. Games were distributed at large scale retailers such as Target, Wal-Mart, and Toys ‘R’ Us.

Took over and managed sports toy project in partnership with Kraft/Post Cereal. Relocated to China, created 15 million figurines and saved company $2M.

Responsibilities

Collaborated with Product Manager to develop product/brand concepts and content for entertainment related collectible card games, Mass market games and figurines. Designed and presented product positioning, key content drivers, product configuration, pricing, and preliminary P&L’s. Assisted with the creation of over-all brand direction and distribution strategies.

Managed website creation for Bratz Fashion Party Fever Game and Winx Club game; wrote all content and made monthly updates for all Girl’s entertainment products.

Entrusted to establish licensor relations, including the coordination of product and marketing approvals with multiple licensors on a daily basis. Licensors included: Disney, Bratz (MGA), 4Kids Entertainment and Konami.

Assisted game development partners with design and development of new and existing games. Performed play tests and analysis of games using structured and freeform methods.

EDUCATION

University of Rochester – Simon School of Business Rochester, NY

Master of Business Administration June 2011

Concentrations: Brand Management and Competitive Strategy

University of Rochester – Simon School of Business Rochester, NY

Master of Science - Marketing December 2009

University of Florida Gainesville, FL

Bachelor of Science, Psychology December 1995

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