Managed North America marketing trade activities for this global market leader in marine electronics. Partnered with a 10–person marketing team and a cross-functional group of 50 Sales and Product Line Directors/Managers in developing and executing product innovation, promotional and merchandising strategies with channel partners (large retail chains; boat builders, wholesale distributors, and high-volume independent retailers).• Spearheaded channel strategy development and implementation, which included integration of promotional strategies and plans, and brand stewardship and merchandising for Lowrance, Simrad, Simrad Pro, B&G, and GOFREE brands.• Served as marketing liaison between sales, product management, and channel partners in the planning and launch of new products and new product packaging. Instrumental in identifying optimal pricing, product features, and market segment targets; and developing promotional strategies for the successful market launch of new marine electronic products.• Managed the alignment and spending parameters for budgets allocated for promotional, merchandising and COOP activities.• Managed the annual promotional planning, forecasting and budgeting process for an 18-month promotional calendar, and drive promotional alignment through sales channels and key channel partners.• Lead strategic channel spending through distinct COOP programs with diverse trade partners, by aligning spending plans with Sales Managers and channel partners to maximize return on investment (ROI) while maintaining adequate category and brand makeup.• Collaborated with Brand leads, Sales Managers and channel partners to ensure brand strategies are being met accurately portrayed through merchandising/display plans.• Acknowledged as a key contributor to the strong sales performance for all Navico products throughout the Americas.

Drove marketing and promotional strategies through partnership with 40 nation-wide Sales Representatives and channel partners (large retail chains, wholesalers, Buying groups, and independent retailers). Managed the marketing budget to cover 2 domestic and international trade show expenses as well as all print and digital media campaigns. Supervised a Marketing Coordinator and Graphics Designer who supported marketing and advertising efforts.• Developed marketing strategies for national and regional product introductions for strategically targeted audiences. Created and implemented seasonal promotions utilizing both traditional and digital advertising to generate consumer product awareness. This included producing a catalogue of full product offerings, product packaging design, and diverse print and online advertisements.• Coordinated all Go-To-Market strategies regarding retail/display merchandising. Collaborated with sales teams and retail customers to integrate merchandising concepts and ensure quality brand positioning and proper merchandising within retail displays.• Worked directly with the Top 10 retail customers, serving as both product expert and coordinator for all joint promotions and pull-marketing opportunities. Key retailer accounts included Dicks Sporting Goods, Mills Fleet Farm, Cabela’s, Gander Mountain, Sportsman’s Warehouse, Maurice Sporting Goods, Scheel’s, etc.• Served as a Product Line manager for 2 legacy categories consisting of 800 distinct products and generating over $2 million in sales. Managed all aspects of product development (from concept to identifying target customers, pricing, packaging, and sales and marketing strategies), and managed ongoing product forecasting and adjustments. Collaborated with US and China manufacturing facilities to refine concept and ensure quality product fulfillment.