Armando Murillo Email & Phone Number

Engaged by this international bedding-accessories manufacturer and e-tailer to create a strategic plan and launch its B2B sales-expansion program in the United States. Responsibilities encompass formulating the value proposition, devising new product advantages, initiating a brand-awareness marketing campaign, creating point-of-sale and sales training materials, implementing an EDI system, and setting up customer service standards.

Led own consulting firm specializing in offering expertise to Asian organizations seeking to introduce their products into the U.S. market. Services included developing strategic plans and executing all essential activities to successfully establish brands and launch new initiatives in the U.S.

Radnor, Pa, Us

• Hired by America’s largest manufacturer of foam components ($2B in annual sales) to leverage personal relationships, execute business development strategy, and introduce the company’s newest mattress initiatives (Reflex and Airvana) to the most prominent regional and national retailers.• Presented new product initiatives to numerous retailers including Mattress Firm, Ashley Furniture, Macy’s, Rooms to Go, JC Penney, Bob’s Discount, Ross, Best Buy, Haynes, The Dump, Mattress Warehouse, Conn’s, Sit’n Sleep, Jordan’s, Cardi’s, BedMart, Regency Furniture, Bob Mill’s, Mega Buying Group, and Mattress Factory.• Secured placement of three new lines with Mattress Firm and Best Buy.

Palmyra, Western Australia, Au

• Tasked with the introduction of Made-in-China mattresses, pillows, and toppers to mass merchants, big-box, and off-price retailers, such as Walmart, Costco, Ross, and Bed Bath & Beyond, for a start-up company. • Created the company business model with direct accountability for bottom-line results.• Launched all business strategies, including sales/marketing, product assortment, logistics, and website initiatives, within the first 90 days; achieved a sales versus budget increase of 6% in Q1 2020 and 34% by year-end 2019.

North Brunswick, Nj, Us

• Reported directly to the CEO of the largest mattress-brand licensing organization with 77 licensees worldwide.• Signed 17 new domestic/international licensees; increased licensing revenue by 18% (2018) and 19% (2017).• Led the licensing expansion of multiple brands including Eclipse, Eastman House, Ernest Hemingway, and BIA. • Introduced three new brands: Van Vorst, Velika, and Pure Talalay Bliss.

• Reported directly to the President of a $50M mattress-brand licensor with responsibility for brand strategy execution and domestic business development activities with national and regional accounts. • Collaborated closely with nine licensees to build synergies for the execution of corporate programs.• Engineered special-buy promotional program for national and regional retailers.• Partnered with a California licensee on the reintroduction of Four Seasons and Chattam & Wells brands.• Procured a new revenue stream by acquiring a new Illinois licensee.

Warren, Mi, Us

• Reported directly to the CEO of a Top 20 furniture retailer with 70 stores and sales of $500M. • Maintained ownership of top and bottom-line results of a subsidiary with 32 mattress stores across two states.• Achieved double-digit sales increases 15 out of 19 months.• Delivered a positive P&L and $21.1M in sales year one.• Successfully led the post-acquisition management transition between Mattress World and Art Van.

Us

• Reported directly to the CEO of the second largest U.S. mattress retailer with 370 stores and sales of $230M. • Increased product margin by 3% and average ticket by 4% versus precious year in spite of the ’08 financial crisis.• Generated $2.5M in cost savings by negotiating free floor samples from vendor partner.

• Served as a retail consultant to:o Sit’n Sleep, a leading mattress retailer with $100M in sales, to develop a Hispanic sales expansion program; delivered an 18% sales lift in the first six months. o The Brick Inc., Canada’s largest furniture/electronics retailer with 220 stores and $1.2B in sales. Established a chain of mattress stores; opened 11 locations in 10 months. Met sales goal of $80K per month per store.

Doraville, Ga, Us

• Reported directly to the Chief Sales Officer; led a team of 90 direct/indirect reports, including two area V.P.’s and nine regional sales managers, responsible for 11 districts with combined sales of $243M. • Realized 10.2% sales growth (2004), 11.4% sales growth (2003), and 9.1% sales growth (2002).

Us

• Consistently met/exceeded all targeted profit goals and achieved President’s Club three out of five years.• Generated approximately $40M in sales throughout tenure.

Master Of Business Administration (M.B.A.), International Business

Bachelor Of Science - Bs, Business Administration