In consultancy-style, provided analysis and actionable marketing plans to this manufacturer of stainless steel equipment used in commercial kitchens. Initiated the build of an up-to-date customer and prospective customer database (5000+ businesses), which would interface with Constant Contact email marketing software for easy delivery of periodic/promotional messages. Analyzed historical sales patterns by sales representative, dealer/consultant, and geographic area. Unearthed hidden areas of weakness in the sales channel and suggested opportunities for improvement. Recommended the replacement of one independent sales representative firm, which was substantially underperforming, and increased oversight of others. In addition, recommended new territory emphasis (sales coverage) in the Southeast, Midwest, and in Southern California.Evaluated price points for products against the MSRPs of approximately 10 competitors. Advised owner and senior management on challenges and recommended new pricing strategies/promotions in some product categories. Tackled gaps and inconsistencies in the communication of product specifications, which are vital to the customer base of kitchen designers and project managers overseeing build outs of commercial kitchens. Lead the revamp of cut sheets and price lists to contain ample product information, resulting in efficiencies in the sales process.  Surveyed, studied, and responded to customer feedback. Advised on guidelines for the response times of engineers who provide information to inquiring customers.

Developed a comprehensive marketing plan for this small, specialized manufacturer of alarm and monitoring systems used in commercial refrigerators and freezers. The creative brief for the new marketing strategy spans a website upgrade, social media outreach, direct email campaign, press releases, trade journal advertising, competitive analysis, targeted marketing to new business sectors, and the production of a “demo” video.Authored content and advise on stylistic elements to be used in the re-release of an upgraded, optimized, 15-page website.  Instituted direct e-mail marketing “blasts” on a monthly basis. Expanded the audience for these messages by purchasing databases for targeted markets. This initiative, has led to sales leads. Created press releases and secure their placement in select trade magazines. Promoted the company’s products through Facebook and Twitter posts.  Launched a promotion involving a 60-day free product trial to a hand-selected group of high-potential clients.  Began an initiative to secure product endorsements from satisfied customers. These endorsements will be showcased in an upcoming advertising campaign, on the printed cut sheets, and on the revised website.  As needed, serve in the capacity of sales support by responding to technical questions from potential customers. Occasionally, deliver sales pitches as appropriate.

Spearheaded and oversaw the marketing function as well as new product development efforts.Researched, assisted in development, and brought to market new high end cooking equipment line. Increased category with 14 line extension products, launched new refrigeration line, and espresso grinder. Achieved concept to product delivery within 18 months.Orchestrated direct-mail, fax, and e-mail blasts to announce sales promotions resulting in 10% increase in sales.Developed and registered names of new product lines and equipment.Met with company president to review sales statistics and plan new sales/marketing initiatives.Maintained knowledge of competitive challenges. Continually assessed price points and product performance in an attempt to thrive in a highly competitive marketplace (The company had 20+ competitors).Established relationships with key distributors. These relationships were crucial to securing meaningful feedback from end-users as well as bolstering loyalties to the Grindmaster-Cecilware product line. Periodically visited customers in conjunction with local representatives. Conceived of new product introductions and collaborated with in-house engineers to design new products for the market. Developed and registered names of new product lines and equipment features. Traveled to China to source new manufacturing partners. Evaluated manufacturing capabilities, negotiated pricing, created contracts, and promoted effective cross-cultural working relationships. In conjunction with company engineers, reviewed and approved prototypes.