Senior Level B2B-B2C Marketing Leader
Resume:
Scott Applebee, M.B.A.
**** ******* ****, ****** *****, FL 33445
Phone: 561-***-****
Email: *******@*******.***
Profile
Senior level marketing leader with successful turn-around and start-up expertise in multiple industries. Extensive B2B and B2C marketing experience developed in large global companies. Advanced skills in brand development, product management and strategic planning.
Skills
Highly motivated, results oriented leader with an outstanding record of achievement in operational profitability, business development, continuous quality improvement and personnel management, with advanced skills in:
cross cultural teams
new product launches
product development
change management
digital advertising
brand development
organizational development
distribution channels
social media
project management
CRM database mgmt.
e-commerce
global markets
public relations
strategic planning
Highlights/Professional Accomplishments
- Created and implemented a marketing strategy that grew revenues by 47%, one year after one of the worst global recessions in history.
- Developed and implemented a product placement and marketing campaign in partnership with a Paramount Pictures’ award winning movie, “Up in the Air”, increasing sales by 15%.
- Successfully launched a $50 million new product line, taking market share from a key competitor.
- Created and implemented a marketing plan that achieved $42M in first year’s sales (met forecast) and came in under budget.
- Established the Product Management function and New Product Development processes for several firms.
Professional Experience
Travelpro international, Inc., Boca Raton, FL 2008 – 2016
Vice President, Marketing:
- Senior Management member for a leading global luggage manufacturer with multiple consumer brands.
- Established all Marketing and Product Management functions from the ground-up.
- Responsible for growth strategies, product management and brand building for company and licensed consumer product brands.
- Responsible for direct line management of internal staff and four outside agencies: advertising, public relations, social media and product placement.
- Created successful B2C and B2B marketing and product development strategies that tripled sales revenues.
- Successfully launched over 20 new product lines, taking market share from key competitors.
- Developed and implemented four movie product placement and digital advertising campaigns in partnership with major studios: Paramount, Fox Searchlight, CBS and Sony, increasing brand awareness and revenues.
- Developed and grew e-commerce, informational websites and social media sites from scratch.
- Implemented successful digital, print and point of purchase campaigns with key retail partners: Macy's, Dillard's and Amazon.com.
- Established National Basketball Association (NBA) customer accounts with annual sales of over $100,000 per year.
Electrolux Professional, Inc., Fort Lauderdale, FL 2004 – 2008
Director, Marketing and Product Management:
- Responsible for all marketing and product management functions for the United States, Canada and Latin America.
- Led the marketing, product management and training functions of a start-up that grew sales to over $20 million in four years.
Developed an award winning B2B campaign that changed brand perceptions from vacuum cleaners to a leader in commercial food service appliances in the U.S. market.
- Worked closely with Sales Management to establish and train the sales and distribution network in the United States and Canada.
- Responsible for managing a team of six managers and managing the marketing budget.
- Senior leadership member of the America’s team: United States, Canada and Latin America.
Unified Brands, A DOVER COMPANY, Jackson, MS 2001 – 2004
Director, Marketing and Product Management:
- Accountable for the marketing and product management functions in North America for three major food service equipment brands.
- Managed the overall marketing budget in line with pre-specified growth targets.
- Instituted a new product development process that grew sales over 15% per year.
- Successfully merged the marketing and product management functions across three companies.
Herman Miller, Inc., Zeeland, MI 1988 – 2001
Product Management Group Leader: (1999-2001)
- Accountable for the development and implementation of the marketing strategy for $200M freestanding furniture and filing product portfolio.
- Consolidated marketing and product management functions across multiple Herman Miller subsidiaries.
Marketing Team Leader – Meridian, Inc. (1995-1999):
- Responsible for product management, marketing research, dealer training, marketing communications/promotions and sales analysis.
- Introduced a $50 million new Freestanding Desking System product line.
Senior Product Manager (1992-1995):
- Managed an $80M filing and storage product portfolio.
- Created and implemented product positioning, pricing, training and all promotional strategies for the various product lines.
- Introduced a successful Wood Casegoods product line.
Competitive Information Manager (1990-1992):
- Developed a company-wide competitive benchmarking and information program.
- Provided competitive information and support to the highly successful Aeron chair product development team.
- Supported the National Sales Team through the development of competitive information bulletins, videos and product training.
Customer Service Representative – Asia-Pacific Region
(1988-1990):
- Instrumental in setting up a new distributor in Japan.
- Established a successful quick ship program that delivered products to Japan in four weeks.
- Provided exceptional customer service.
Automatic Data Processing (ADP) Inc., Grand Rapids, MI
1983 – 1988
Senior Account Executive:
- Accountable for conducting analysis and providing payroll service and solutions to clients across various industries.
- Helped companies achieve cost improvements in payroll and unemployment insurance through training seminars.
- Sold additional reports and products to enhance the customer’s experience with the service.
- Continually ranked high nationally in customer retention.
Education / Achievements
M.B.A., Marketing, Western Michigan University, Kalamazoo, MI
B.B.A., Aquinas College, Grand Rapids, MI
B.S., Social Science/History, Western Michigan University, Kalamazoo, MI
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