Sales, Marketing and Business Unit Manager
Resume:
DEREK GROFF
H: 905-***-**** *********@*****.*** ca.linkedin.com/in/derekkgroff
SUMMARY
A well respected and highly experienced Animal Health Business Professional with proven expertise in Strategic Account Management, Marketing and Business Unit Management. A Sales Management Leader with extensive experience in pet nutrition, multi-species vaccine and pharmaceutical segments. Excellent communication skills with a history of building client trust.
Key Account Management
Sales Force Engagement
Operational Insight
Marketing Planning and Strategy
Sales Management
Key Thought Leader Management
People Management
Business Development
PROFESSIONAL EXPERIENCE
HILL'S PET NUTRITION CANADA INC., Toronto, Ontario 2010 – 2015
Strategic Veterinary Customer Manager (2014 – 2015)
Provided leadership, sales expertise, operational insight and managerial focus to achieve volume and sales targets. Improved return on investment for a growing group of strategic key veterinary clinics and corporate veterinary groups. Provided operational insight to internal and external partners to reduce backorders and maximize sales opportunities.
Ensured continuity between internal departments to provide support for strategic business partners.
Effectively managed 5 Buying Groups to achieve national sales targets and weeks of supply goals.
Managed strategic veterinary clinics to support business improvements.
Collaborated with National Customer Development Manager to build and implement new call coverage plan.
Championed seasonal supply chain challenges to reduce write-offs by $250K.
Addressed continuous Buying Group service level challenges while achieving volume targets every quarter.
Rebuilt trust and addressed business needs of top accounts to generate above-market growth.
Launched targeted pilot project to deliver bench-marking capabilities to engaged owners to drive growth.
Successfully managed rebate exposure of 700 clinics to achieve budgeted investment levels to effectively manage P and L.
National Customer Development Manager, Veterinary Channel (2011 – 2014)
Provided leadership to sales force while building alignment to corporate product priorities to achieve overall and new product budgeted sales and volume targets. Managed a sales force consisting of 20 Veterinary Account Managers and three Regional Managers, in addition to one Customer Marketing Manager, one Targeted Account Specialist, one Business Analyst and one Corporate Training Manager.
Achieved veterinary channel budgeted volume and sales targets.
Designed and implemented sales training certification process to improve technical detailing and new product uptake post launch.
Exceeded national new product sales volumes for Prescription Diet Metabolic Advanced Weight Formula and Prescription Diet y/d Thyroid Health through selling certification process and in-clinic growth drivers.
Re-engaged sales staff to achieve second half volume targets for exclusive wellness product.
Provided leadership to veterinary channel field staff during only three years of volume share growth in last 10 years.
Improved field force retention by implementing Managing with Respect principles and modifying Roles and Responsibilities of Regional Managers.
Launched third-party Sales Training and Train the Trainer programs after determining skill and engagement level of sales force.
Improved field team accountability and financial discipline of field leaders through tracking, coaching and management of objectives.
Improved sales performance at strategic accounts by addressing relationship and business concerns.
Customer Marketing Manager (2010 – 2011)
Supported key brands and promotional activities at customer level for both retail and professional (veterinary) channels.
Built monthly pet specialty promotional grid to align with corporate priorities.
Modified Acct Manager incentive plans to increase sales accountability.
Initiated territory-specific quarterly target setting and tracking process to maximize impact of sales incentive plan.
Modified veterinary incentive program to address market realities and clinic performance trends to improve relationships and support from key clinics.
WYETH ANIMAL HEALTH, Guelph, Ontario 2005 – 2010
Director of Marketing
Directed all marketing activities in companion animal, cattle, swine and equine portfolios.
Drove sales to achieve company and species financial targets.
Developed competencies of marketing staff through training, project management, and objective management.
Consistently achieved financial and share targets in all portfolios.
Aligned portfolio investments to achieve portfolio growth rates and maximize new product uptake.
Reviewed/challenged production planning forecasts for all portfolios.
Ensured Canada – US alignment through strategic input into North American Marketing.
Successfully launched Quest Plus, CaliciVax, Duramune 10, Suvaxyn PCV2 and Pyramid 3 through Key Thought Leader and Key Account Management.
BOEHRINGER INGELHEIM VETMEDICA INC., St Joseph, Missouri 2003 – 2005
Director, Cattle Business Unit
Provided leadership to sales, marketing and technical services departments to achieve division financial and market- share goals.
Achieved 15% revenue growth through improved marketing communications, Key Thought Leader and Distributor management.
Improved field staff engagement of vaccines sold through 3rd party distribution by addressing channel realities.
Prioritized key brands for investment to drive division growth.
Utilized performance data to grow support of MLV vaccines at key clinics.
Reorganized division staff to increase technical input and competitive mindset.
BOEHRINGER INGELHEIM CANADA LIMITED, Burlington, Ontario 1999 – 2003
Swine Business Unit Manager (2001 – 2003)
Directed all sales and marketing activities leading to achievement of brand and portfolio financial goals.
Achieved portfolio financial goals yearly.
Built and implemented marketing plans after seeking KTL input.
Managed mixed sales force consisting of 3 employees and 3 sales agents to ensure sufficient brand and clinic support.
Successfully launched a novel vaccine with unique delivery system to achieve $1,000,000 in sales in first year.
Created and defended compelling product position for Ingelvac M hyo, which generated rapid share growth to become the global marketing model.
Food Animal Marketing Manager (1999 – 2001)
Managed all aspects of marketing programs and budgets for both cattle and swine portfolios
Yearly achievement of financial and share targets for food animal products.
Generation of performance data to support swine vaccine pre-launch.
Created task force to build network of KTLs to support commercial goals.
Generated share growth in swine and cattle vaccine segments through producer awareness, Key Account and Key Thought Leader Management.
Previous Roles:
HOECHST ROUSSEL VET Companion Animal Business Unit Manager
MALLINCKRODT VETERINARY INC. National Sales Manager
COOPERS AGROPHARM INC. Western Regional Manager, Technical Sales Representative
EDUCATION, PROFESSIONAL DEVELOPMENT & TRAINING
Bachelor of Science in Agriculture, Major: Animal Science, University of Manitoba
Salestech, Pitman Moore In-House Training
Targeted Selection Recruitment Program, Pitman Moore In-House Training
Salesability: Training the Sales Trainer, Porter Henry
Team Leader: Internal Boehringer Pharma Project, Boehringer Ingelheim IMDP
Executive Leadership Program, Wyeth Pharmaceuticals
Principles of Marketing, McMaster University
Predictive Index Analyst, Predictive Success
Certified Foreign Corrupt Practices Act Trainer, Colgate Palmolive
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