Results-Driven Senior Level Sales and Marketing Executive

J. KELLY MICHOLS

*** ******* ***** – Jupiter, Florida 33458

561-***-****  Cell 561-***-****  ********@*****.***

PROFESSIONAL EXPERIENCE

Bigcard Companies, West Palm Beach, Florida 2002 -

Self Employed-Sales, Marketing, Business Development Consulting

Established a business consulting company to assist management through lasting, substantial performance improvement in the primary areas of sales, marketing and organizational development. My background as a senior executive with a tendency to thrive in dynamic environments and successfully manage new challenges has allowed for many successful assignments.

• Smallponds, Inc. – Co-founded content website www.divorce360.com. Focus on site development marketing and revenue production. With Founder, established start-up funding relationship with venture capital firm Austin Ventures.

• M-R Homes, LTD. – Re-tooled marketing and sales plans for two dormant business units (communities) within the company. Created new marketing strategy including community branding, pricing and features along with establishing a company website www.m-rhomes.com. Resulted in 25% of remaining inventory sold in a down market.

• Ecclestone Signature Homes – Developed and executed upgraded strategic sales and marketing plans while restructuring the operational departments within the organization. Increased sales volume by 139% versus previous year to $76mm and increased units sold by 76%.

• Ageless Foundation – Authored and executed company strategy to change business from telemarketing to retail sales. Established new brand strategy, changed product mix including adding new successful pill and spray sku’s, drove major chain distribution. Wrote presentation that led to successful acquisition of company by Naturade.

• Franchise Ownership – Owned and managed two franchise businesses.

• Rexall Sundown – Created a pricing strategy to ensure successful management of the company’s sports nutrition business in the multiple retail channels in which they operated, including food, drug, mass, club, health and fitness and sports nutrition along with independent gyms.

Rexall Sundown, Inc., Boca Raton, Florida 1995 - 2002

Executive Vice President and General Manager (2001-2002)

Conceived, created, staffed and managed a new operating division within Rexall Sundown, a leading marketer of nutritional supplements. Responsible for management of sales, marketing, finance, product development, regulatory, scientific affairs and sales operations through seven direct reports and a total staff of 65 professionals. Developed and executed strategic plans that focused solely on the acquired sports nutrition business representing $175mm in revenues, or 29% of total company business.

• Designed and implemented all functional departments within the division including fully dedicated sales and marketing departments.

• Established a new look, consumer message and strategic direction for the nationally recognized sport nutrition brands MET-Rx and Pure Protein.

• Created and successfully launched 40 innovative products resulting in $25mm in incremental revenues.

Senior Vice President and General Manager (2000 – 2001)

Responsible for corporate sales, marketing and sales operations functions for the $500mm retail division. Directed all sales and marketing strategies / initiatives in North America with regards to customers, channels of business, brands, packaging, merchandising and marketing programs. Executed a total nutrition portfolio strategy resulting in two accretive acquisitions totaling $160mm. Provided leadership to over 300 employees.

• Restructured sales, marketing and sales operations organizations to drive efficiencies and effectiveness while enhancing working capital.

J. KELLY MICHOLS

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• Led due diligence team responsible for the successful acquisition of MET-Rx and Worldwide Sports Nutrition. Managed $125mm acquired company, MET-Rx, while developing and implementing the integration plan.

• Established new brand, Carb Solutions, responsible for $75mm in incremental revenues and achieved category market share leadership.

Senior Vice President, Sales (1998 – 2000)

Directed $400mm in sales and sales operations for North America including management of a $100mm trade budget and a staff of over 125.

• Restructured sales organization to reflect business requirements including implementation of a team approach to national accounts, reconfiguration of geographical customer coverage and replacement of an indirect selling organization with a direct organization.

• Drove 80% market share increase to 13.5% and category leadership

• Delivered 30% revenue increase from $335mm to $436mm

• Grew ACV Distribution from 50% to 90%

• Established an internal Sales Information department focused on category management

Vice President, Field Sales (1995 – 1998)

Responsible for development and direction of a field sales organization, which managed all United States customers with the exception of WalMart.

• Designed, implemented and managed Rexall Sundown’s initial sales organization

• Grew ACV Distribution from 9% to 50%

• Delivered 300% revenue increase, from $117mm to $348mm.

• Drove market share from 2.0% to 7.5%.

Empire Berol U.S.A., Brentwood, Tennessee 1994 – 1995

Director, Sales Operations

The Milnot Company, St. Louis, Missouri 1992 – 1994

Regional Sales Manager, Southeast, Jacksonville, Florida

The Procter & Gamble Distributing Company, Cincinnati, Ohio 1986 – 1992

Regional Sales Manager, Southeast, Sundor Brands, Jacksonville, Florida (1990-1992)

Unit Manger, Beverage Division Jacksonville, Florida (1988-1990)

District Field Representative, Beverage Division, Orlando, Florida (1987-1988)

Sales Representative, Beverage Division, Tampa Florida (1986-1987)

EDUCATION

B.S., Marketing, The Florida State University, Tallahassee, Florida

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