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Strategic Marketing Manager

Charlotte, North Carolina, 28209, United States
March 28, 2011

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Doug Ferguson

**** *** ***** **** ***: 704-***-****

Monroe, NC 28110 Cell: 704-***-****


A people-focused and determined Marketing executive with entrepreneurial stamina and wisdom to drive bottom line growth, lucrative business, inspires employees to peak performance, and cultivates profitable business relationships built on respect, loyalty, and trust. Significant experience in the life sciences/medical device industries with particular strengths in developing marketing strategy, driving sales and profit growth, building lasting, loyal customer relationships and excellent project management skills. Successful experience with start-ups, new product introductions and business performance turn around.


BSN medical Inc. 2006 – 2011

Private equity owned Medical Products Manufacturer marketing disposable products.

Vice President, Business Development - Charlotte, NC (2008 – 2011)

Reporting to the President, developed strategies and programs driving both organic and external growth to meet BSN’s double digit growth ambitions for the region ($200M+ sales and $40M+ profit). Directed the reinvention of a +130 person sales team through restructured units and new incentive structures. Refined channel distribution strategy and management of distribution partner relationships to leverage synergies and drive profitable growth. Responsible for 6 direct and +50 indirect reports, a $7M budget, and P&L accountability to the $160M business group.

Key Accomplishments:

• Developed programs that drove US sales 30%+ and profit 20%+, leading to the US becoming the largest and fastest growing sales region in the BSN portfolio.

• Introduced strategy development methodology, resulting in the identification of novel market opportunities for existing lines and definition of new product extensions, increasing sales 8%.

• Defined a unique strategy that prevented an anticipated $10M+ loss in sales for #1 brand ($25M+ sales) following patent expiry.

• Drove expansion program for national chain drug (CVS & Walgreen’s) including a new telesales model improving access to customers previously underserved (~$4.5M+ sales in the first year, 55% GP).

• Increased profits in the US through reduced grey marketing and drove pricing strategy to eliminate arbitrage effects in pricing across channels.

• Responsible for the identification and drove the acquisition of 2 companies adding $35M+ sales to the US business.

• Redefined customer relations approach increasing customer satisfaction by 3% and lowering customer churn from 11% to 5%.

Director, Sales and Business Development - Charlotte, NC (2006 – 2008)

Led change in sales processes, business analytics, and commercial team organization. Directed the formation of Sales Operations team to improve effectiveness of selling divisions. Established Business Intelligence team to deliver actionable insights to guide strategy and tactical programs. Exploited synergies between existing functions to improve services and lower operational costs. Instituted new policies to create accountability and urgency throughout commercial team. Drove cross-functional development of team managers to leverage resources, eliminate silos, and foster ownership. Responsible for 4 direct and +22 indirect reports, a $6M budget, and P&L accountability to the $120M business group.

Key Accomplishments:

• Created programs that increased US sales 12%+ and profit 10%+ by implementing a 5 step process that defined the strategic approach for the US business.

• Defined strategy and negotiated OEM agreements to address private label erosion on existing categories. Approach supported ongoing sales base while adding factory volumes that resulted in profit add of +1 M.

• Improved sales and profits in the US by implementing new pricing discipline across various channels.

• Led cross functional team upgrading from 3 legacy systems to a single SAP platform ($2M+ project). Successfully introduced new strategy to combine outsourcing of network & hardware needs to third-party provider while maintaining in-house support to improve the IT cost base and enhance the sustainability of the infrastructure.

CEM Corporation 1989 – 2006

A $75 M manufacturer of laboratory instruments for the life sciences, analytical, process control industries.

Division Manager, Life Sciences Product Group – Matthews, NC (2000 – 2006)

Defined strategy and drafted start-up plan for new business unit within company. Identified customer specifications and translated into product definition for novel platform technology. Defined global branding and brand management strategies for entry into new markets. Recruited initial sales team and held P&L responsibility for $20 M unit (16% 5-year CAGR). Responsible for 6 direct and 28 indirect reports and a $4.5M budget.

Key Accomplishments:

• Launched 8 products in 5 year span that brought revenues from start-up to $20 M with 68% GP; products developed during period garnered 4 R&D 100 Awards and received over 35 patents.

• Defined launch plans and developed strategies, positioning statements and value propositions for selling units supported by customized sales reference guides in support of global business unit objectives.

• Built 18 person sales group, defining structure, regional coaching and mentoring program, territory competencies, and accountabilities leading to achievement of +108% of goals in years 1 – 3 and successful transition to succession planned sales manager.

Product Development Manager - Matthews, NC (1997 – 2000)

Managed the development team of novel technology in-licensed from international partner. Led a multinational development team that was co-located in US and Israel. Developed test plans and generated proof statements for platform feasibility. Identified industrial regulatory requirements and produced application protocols. Conducted market research and analysis to define strategy and build business plan. Managed 3 direct and 8 indirect reports with a budget of $1.5 M and sales and profitability responsibility for $2.5M.

Product Specialist - Matthews, NC (1994 – 1997)

Research Scientist - Matthews, NC (1989 – 1994)


BS Biology

Winthrop College, Rock Hill SC


Invited Speaker – SAP Conference on Business Intelligence. 2008

Invited Speaker – Active Strategy Balanced Scorecard Conference. 2007

William Blair & Company – Recognized Achievement in Acquisitions. 2007

Innovations in Pharmaceutical Technology, pp. 78 - 81. 2004. J. Doug Ferguson.

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