Mr. Gary Lalla

GARY J. LALLA **** Jewett, Woodstock, Illinois ***98

Home: 815/206-0160 Office: 847-***-****

E-mail: **********@*****.***

SUMMARY:

Goal orientated marketing individual with more than 15 years of broad-based experience developing new product and brand campaigns. Over four years of management leadership and employee development.

Background includes:

· Fifteen years of both retail, wholesale and OEM channel marketing

· Electronic out-bound marketing

· Participation in customer focus groups

· Strong analytical, leadership and organizational skills

· Development and execution of competitive databases and strategic planning

· Able to quickly identify market strengths and weaknesses and build teams to design and deliver effective solutions to meet the end-user’s needs.

EXPERIENCE:

ECHO INCORPORATED, Lake Zurich, Illinois 2004 - Present

A top-leading brand of outdoor gas powered equipment that is sold and marketed through “Big Box” retailers and dealers.

Product Marketing Manager

· Develop and implement product line strategies that coincide with the company’s marketing plan for trimmers, hedge clippers, engine drills and water pumps to gain at minimum double-digit growth. This includes pricing strategies, promotional and packaging ideas, sales volume forecasting, inventory controls, market share development, vendor negotiations, cost control, product quality, and outsourcing.

· Responsible for the management of new and current assigned products, which accounts for $120mm in gross sales, from “cradle to grave.”

· Resourced new trimmer line and packaging that had an annual savings of $250,000.

· Introduced and obtained placement in Home Depot and distribution a new and innovative trimmer head that allows the user to reload the trimmer spool with new line in seconds and hassle free.

· The project team leader responsible for launch schedules in addition to monitoring team meetings to ensure that projects stay on track, on scope, on time and within budget.

· Present all new projects to senior management and provide monthly progress updates.

· In-field market studies to determine customer needs, product requirements, observe market trends, and identify potential product opportunities, distribution issues and report competitive information. This information gathered is submitted in a professional and analytical manner into the product development process.

ROBERT BOSCH TOOL CORPORATION, Mount Prospect, Illinois 2002 - 2004

Manufacturer of top branded professional power tools that are sold through “Big Box” retailers, industrial distribution, STAFDA and catalog houses.

Product Marketing Manager - Cordless

· Developed, sourced and introduced a new product that was outside the core competency of the business called the “Power Box” that resulted in $10mm in gross sales the first year.

· Worked closely with the Malaysia engineering team on the development of a line of cordless Impact Drivers for the North American market that generated $4mm in gross sales during the first year.

· Developed channel specific promotional and merchandising strategies resulting in increased brand awareness.

· Communicated regularly with worldwide manufacturing facilities to ensure that North American’s voice is clearly heard within the new product development process.

· Formulated key industrial and retail strategies and programs with the National Accounts team to ensure placement of product (Amazon.com, Grainger, United Rental, Home Depot, Lowes, and MSC).

· Frequent field visits to customers to educate them on the product and to gain a comprehensive understanding of the user and applications that can be used in the development of product innovation.

Gary J. Lalla Page Two

GREENLEE TEXTRON, Rockford, Illinois 2000-2002

Leading manufacturer of electric tool and components serving the electrical contractor industry. Channels of distribution: “Big Box” retailers, distributors, STAFDA and catalog houses.

Market Manager

· Responsible for defining and implementing the product positioning, value proposition, marketing and strategic selling tools, based on voice-of-the customer, to facilitate a successful launch.

· Visited job-sites and end-users regularly in order to determine industry trends and customer requirements that were critical to building a successful product and marketing plan.

· Accountable for strategically driving a $190 million business through the development and execution of yearly marketing and product plans.

· Researched, developed and executed an end-user program targeted specifically at the younger skill trades (Vo-Technical Schools) to position the company for future growth.

· Built targeted direct marketing campaigns that leveraged the brands hallmarks to be used in building company-wide campaigns.

· Identified a cost savings of $75,000 per year by researching and enlisting a new fulfillment company.

· Managed the Marketing Communications department that consisted of four designers.

· Involvement in Six Sigma principals that are essential to the profitability of the company.

CLOPAY BUILDING PRODUCTS, Cincinnati, Ohio 1999-2000

Manufacturer of top brand residential and commercial garage doors. Channel of distribution: “Big Box” retailers and a network of dealers.

Brand Marketing Manager

· Developed and executed five-year strategic plans that targeted a 10% increase in sales.

· Accountable for the management and marketing programs of a $250 million dollar product line.

· Repositioned a product that met the needs of the customer within a residential market that is considered high-end.

· Identified a cost savings of $800,000 by evaluating and changing the method of product installation and the overall design elements.

· Implemented a quality hotline program to improve the overall efficiency time back to the customer.

· Managed and directed an Assistant Product Manager.

IDEAL INDUSTRIES, Sycamore, Illinois 1995-1999

Leading manufacturer of connectors, electrical tools and supplies serving the electrical contractors industry. Channels of distribution: “Big Box” retailers, distributors and catalog houses.

Group Market Manager

· Introduced over $4 million of incremental sales by researching the needs of the end-users and bringing these ideas back to the cross-functional team for quick implementation.

· Conducted both formal and informal market research to identify the customers’ needs, and integrated the data into the marketing and product plans.

· Responsible for a $25 million business segment and all new product development activities.

· Increased product line segment 15% per year through the introduction of new products and marketing campaigns.

· Enhanced product margins 4% by identifying material savings and alternative packaging concepts.

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SEALMASTER BEARINGS, Aurora, Illinois 1989-1995

Premier brand manufacturer of single row ball bearings servicing OEM’s. Channels of distribution: direct and distributor.

Assistant Product Manager (1992-1995)

· Created and executed marketing plans based on customer interaction and feedback resulting in innovative new products.

· Managed the new product development process that ensured a quick response time back to the market.

· Developed a database to evaluate the soundness of existing pricing strategies resulting in enhanced margins of 2-3%.

· Designed marketing and sales programs based on voice-of-the-customer feedback.

· Supervised Pricing Specialist and Marketing Intern.

Market Analyst (1989-1992)

· Established and managed a network of current competitive pricing data.

· Determined pricing and discount structure with both OEM’s and the distribution channel.

· Researched markets in order to gain insight on potential growth opportunities that would provide the company compelling competitive advantages.

· Developed and participated in the sales training program.

· Liaison between sales and other cross-functional departments.

SECURITYLINK, Franklin Park, Illinois 1988-1989

Manufacturing and supplier of security and fire alarm protection; both commercial and residential.

Marketing Representative

· Increased sales within my territory on average 8% year over year.

· Researched and prepared customer presentation materials to develop new business.

· Represented the company to customers by identifying specific needs and requirements.

EDUCATION:

Illinois Benedictine University, Lisle, Illinois

Masters of Organizational Behavior and Design, 1995

Western Illinois University, Macomb, Illinois

Bachelor of Arts – Communications/Public Relations, 1987

COMMUNITY INVOLVEMENT:

· Vice President of the Woodstock Little League Baseball Organization

· Tournament Coordinator of the local Continental Amateur Baseball Association

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