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Sales Manager

Aurora, IL
February 28, 2020

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Mark T. Short

630-***-**** Aurora, IL


An accomplished and results-driven Senior Marketing, Sales, and Business Development Executive with experience in developing strategic business development plans in the CPG Industry and a successful track record of increasing sales, profitability, and overall market share. Experience in all aspects of all business planning to include budget creation and management, developing successful teams, collaborating with internal and external teams, introducing new products to the global market, etc. Successfully met and exceeded marketing and sales goals in multiple sales channels, including 2-step distribution, North American Retailers such as The Home Depot, Lowes, Walmart, etc., as well as global retail partners. Key areas of strength include:

Strategic Planning:

Experienced in identifying marketplace opportunities and developing successful products and plans to meet and exceed sales goals and objectives. Success built on development and maintenance of collaborative relationships with internal and external stakeholders.

Sales and Marketing Leadership:

Successfully developed and directed product, sales and marketing teams of up to 30 people, both internal and 3rd party firms. Focused the team on developing strong internal and external relationships to drive both short and long-term growth. Highly results-driven with a focus on measurable metrics and personal development opportunities for all team members.

Strong Communication and Collaboration:

Skilled at ensuring ongoing, regular, effective communication and collaboration with teams and customers to include product development, Engineering, Operations, Customer Service, etc.



Leveraging key relationships to create business development, marketing and brand consulting strategies to the CPG industry.


A privately held mid-cap global horticultural company that focuses on CPG products with plant breeding, production and distribution to global retail and distributor customers

Corporate Director, Business Development, 2017 - 2019

Reported to President and responsible for leading the global business development and sales related to retail and professional landscape activities with annual sales in excess of $200m. Managed a team of eight retail business managers and a product brand manager with the goal of developing businesses, sales, and overall support for major retailers, independent garden centers, and professional landscape companies. Consumer brand management responsibilities for Wave Petunias. Developed new vegetable brand and line as both a stand-alone brand as well as a collaboration with Soctts Miracle Grow and Bonnie Plants. Full fiscal responsibilities. Selected accomplishments include:

Sales increases of over 20% – Despite a mature market, significant sales increases were driven by developing and executing strategic sales plans for major retail accounts, including The Home Depot, Lowes, and Walmart. Strong customer-facing communications and allocation of marketing funds to drive sales increases for specific products and brands also helped to increase sales.

Proprietary products sales increase of approximately 20% – Ball Horticultural Company bred and produced product increases were based on an updated focus within the strategic business plans and enhanced collaboration among the five internal business units. Developed internal product training program to improve product knowledge of the Retail Business Manager group.

Reduced operating expenses – Reduced operating expenses by approximately 26% through a budget review process; optimized the use of available funds to drive incremental sales with major retail accounts.

Increased product placement – Product placement with major retailers increased up to 50% for existing and new products. This increase was achieved by expanding the team’s communications plans with retailers, growers and distribution sales representatives in order to improve their knowledge about the products.

Board of Directors, M&B Flora, 2012-2018

A privately held, mid-cap horticultural company with multiple internal business units that focuses on plant breeding, production, and distribution in Japan.

Global Director of Sales and Marketing, PanAmerican Seed, 2011 - 2017

Reported to President and responsible for leading global sales and marketing teams with complete P&L responsibility of approximately $100M with 50% outside of NA. Managed a global team of up to 30 sales and marketing professionals with direct reports up to 12 in multiple global offices with a focus on collaborating with key retailers such as The Home Depot, Lowes, Walmart, etc. Selected accomplishments include:

Increased overall sales – Increased global sales up to 10% by maintaining mature market share and growing emerging market sales.

New product sales – New product sales increased up to 25% of total due to an improved introduction process and having key customers trial new products one to two years in advance of introduction. Early sale opportunities were also introduced to key customers for the most important product introductions.

Developed a successful Global Sales and Marketing Team – Successfully developed and implemented a new global sales and marketing team to focus on the sales conversion. Included were changes to existing roles with the addition of new roles in emerging markets, to achieve a global market share of 35%.

Successful marketing plan – Oversaw all marketing activities, including the reallocation of resources from traditional venues to a multi-faceted digital campaign. Managed all aspects of the plan to grow “Wave”-branded products, resulting in a North American market share of over 90%.

AGRI-FAB CORPORATION, Sullivan, IL 2006 - 2010

A $100M privately held manufacturer of Lawn & Garden and OPE consumer products, supplying major retailers (Ace, True Value, DIB, Home Depot, Lowes, etc.) and OEM companies such as John Deere, Husqvarna and MTD Products.

Vice President of Marketing and Product Development

Reported to President with an annual budget over $5M and a team of 12 with ultimate P&L responsibility of approximately $100m. Managed all aspects of sales and brand development, marketing, research, product development and pricing. Specifically worked with all major retailers, OEM’s, Distributors, etc. Selected accomplishments include:

Exceeded top-line sales goals – Exceeded sales forecasts by more than 7% with new product launches and strategic product placement.

Margin improvement – Exceeded bottom-line margin goals by 300% by shifting the mix within the product portfolio to include new products with innovative features.

Improved product development process – Implemented Research and Development Stage-Gate process, managing consumer market analysis, costing and manufacturing resources. Reduced development projects by 50% while increasing successful product launches by 20%.

BALL HORTICULTURAL COMPANY, West Chicago, IL 2003 - 2006

A privately held mid-cap global horticultural company with five internal business units that focuses on plant breeding, production, and distribution to global customers. Ball Horticultural Company supplies plants to major Fortune 500 retailers, landscape companies and independent garden centers around the world.

Sales Manager, North America

Reported to Global Sales and Marketing Director managing a sales budget in excess of $20M. Responsible for all sales, marketing and product placement activities for distributor customers. Selected accomplishments include:

Increased sales – Year over Year sales increases of over 5% by optimizing existing and new product portfolio.

Focus on key customer – Largest customer realized an overall sales increase of approximately 25% by introducing new communication and business development plans.

Major retail accounts – Initiated and executed a new business development plan with The Home Depot that resulted in new product placement for new product introductions and Wave Petunias.

TRUE VALUE CORPORATION, Chicago, IL 1989 – 2002

A $2B wholesaler and retailer with over 4,000 global retail locations.

Merchandise Manager, Outdoor Power Equipment/ Lawn & Garden /Outdoor Living, 2001 – 2002

Reported to Vice President of Merchandising and managed a complete P&L of over $350M.

Managed 7 direct reports, including Assistant Merchandise Managers, Field Sales Managers and Buyers. Full P&L responsibility.

Sales growth – Overall sales growth of over 10% with an updated product assortment and promotional campaign.

Improved forecasting process – Improved overall service levels to 97%.

Merchandise Manager, Lawn & Garden, Outdoor Power Equipment, 1997 – 2001

Reported to Vice President of Merchandising and managed a total P&L of $250M with 6 direct reports and full P&L responsibility.

SKU rationalization – Implemented new rationalization process, boosting gross margin over 12%

Business development – developed “in-store” marketing program generating 40% sales gains with 135 stores.

Assistant Merchandise Manager, 1995 – 1997

Reported to Merchandising Manager. Responsible for product portfolio management and approximately $100M in annual sales

Business Development – Developed and implemented an annual sales event for approximately 1000 retail locations, generating over $30M in sales over a three-day weekend.

Supply Chain Manager, 1989 – 1995

Reported to Director of supply chain and responsible for assortment management, supplier relations, inventory management and item forecasting.


B.A., Lewis University, Romeoville, IL


Ball Seed Leadership Team, 2018 – 2019

Advisory Board Member, National Plant Network, 2018 – 2019

PanAmerican Seed Leadership Team, 2011 – 2019


Board Member, Homer Glen Homeowners Association, 2002 – 2006

Board Member, Blue Dolphin Swim Team, 2006 - 2010

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