Sales Marketing

RANDALL RAY DAVIS

Grand Lake, Colorado *********@*****.*** Ph 970-***-****

OBJECTIVE

SENIOR POSITION – SALES/MARKETING

SUMMARY

Sales and Marketing expert with significant domestic and international experience. Extensive background in creating brand message supported by a strong sales and marketing programs. Adept at identifying marketing issues and creating viable solutions. An excellent ability to extend product reach to penetrate new markets. History of adjusting corporate structure to improve market performance. A strong communicator, a relationship builder, a self starter, and a team player. Traveled over two million miles to develop markets in the U.S. and 32 countries.

ACCOMPLISHMENTS

During my time at JL Audio 9/2019-4-2020 solidified distribution channels and build relationships with Key Accounts.

While at Wetsounds grew business Year on Year and established multiple Sales processes, and established multi-tiered dealer programs.

While at Kenwood USA, 2015-2018 I achieved bonus every quarter.

2015 My Region grew by 28%, exceeded budgeted net sales goal by 10%, and profit goal by 16%

2014 My Region was expanded, and I continued to exceed sales goal by 17% and profit goal by 15%.

2013 My Region exceeded sales goal by 8% and profit goal by 4%

Creating Marketing Program/ Brand Message

Created brand message and implemented marketing statement for European operations. Evaluated each country’s marketing programs and dealer/consumer events. Followed the global plan but allowed local adaptations. The result was a consistent marketing message and focused brand identity.

Developed Event Marketing program. Attended shows, evaluated attendee demographics, educated local staff regarding brand attachment and how to develop marketing partnerships. Held international distributor conferences that became distributor highlights and team building events so much attendees lobbied to hold future event in their country. Events were held in Holland, Hungary, Malaysia, Ireland, Italy, Spain and the USA.

Assumed Brand manager duties and immediately focused on developing a consistent brand image. Lead focus groups and conducted additional demographic group interviews. Developed the concept, added a new marketing tag line, tested the concept, and created a launch plan. The result was an invigorated distribution network and the products had a consistent appearance.

Positioned the Kicker Marketing program to take advantage of a new demographic group. Established relationships with celebrities/athletes to establish brand authenticity. Also created a grass roots program to build the brand outside the Consumer Electronics Industry. Kicker became the most recognizable audio brand in the Power Sports industry as well as off road racing. Kicker also became a major player in the Action Sports movement (X Games, Gravity Games).

Improving Sales

Moved to Europe and opened the company’s first satellite office and distribution center. The region became the company’s fastest growing region – from $800,000 to $5 million in less than 5 years.

Redesigned distribution plan in European region that was experiencing declining sales while experiencing rising dealer and retail costs. After studying in place processes, instituted improved warehousing and a better direct ship logistic program. Created a better process from sales through product delivery. Reduced distributor costs by 25%, dealer costs by 40% and increased sales by 40% in the first year.

Seized opportunity to improve sales by infusing a new line of home and personal stereo products to current car audio products. Developed a unique marketing message by partnering with the sporting industry and utilizing sponsored athletes. Region was best in performance. Also, developed Australia as the number one international market.

Randall Ray Davis Page 2

Improving Sales (continued)

Established a long-range budget and marketing focus to provide a more consistent approach. Set product pricing at all levels and created incentives, promotions and company profit goals. In first year, exceeded target profit goal by 20%.

Improved market performance by merging international sales operations with domestic sales, assigning product specialists, trainers and sales coordinators to newly assigned regions, and improving interdepartmental relations, pricing structure, and dealer relationships. Sales increased 60% in first year and Brand grew into a market share leader.

Solving Marketing/ Sales Issues

Overcame declining sales and increasing costs in the company’s European operations. Analysis showed products were overpriced and supply problems existed due to lack of forecasts and logistical hurdles. Corrected the situation by creating a new distributor program, improved warehouse operations, better pricing, and more focused customer service. Lower shipping costs and import duties allowed for more competitive dealer pricing.

Addressed an issue of inconsistent marketing/promotion schedules and product availability timing. Communicated key promotions on an annual basis to customers. In addition, utilized “themes and specific dates” to improve market penetration and product focus. The result was customers tying their promotions with our brand and, ultimately, increased sales and profitability.

Restructured marketing/sales to overcome stagnant international sales. Created new pricing and incentives. Improvised a direct ship program for key markets. Held international distributor conference and communicated international needs for new product development. Increased networking and established platform to introduce more complex programs. Sales grew 25%.

Involved dealers in implementing regional marketing efforts. Dealer loyalty and support improved, and new markets were developed. Kicker became the “go to” product in the majority of categories. Kicker commands the leading market share position in woofers and loaded enclosures, and, top 10 in every category.

WORK HISTORY

JL Audio, Area Sales Director. Departure due to staff reductions (FIFO) from COVID-19 8/2019-4/2020

Wet Sounds, VP of Sales and Marketing 8/2018-8/2019

Kenwood USA Western Regional Sales Manager 6/2015-7/2018

Stillwater Designs/Kicker Performance Audio, Stillwater, OK 3/1990-5/2015

Eastern Regional Sales Manager 2011-5/2015

European Director of Sales and Marketing 2004-2011

Director of Global Sales 2001-2004

National Sales Manager 1996-2001

Northern Regional Sales Manager 1990-1996

EDUCATION

AA, Business Administration, Chemeketa Community College, Salem, OR

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