David Petersen Email & Phone Number

Berkeley Springs, Wv, Us

Leading double digit annual sales growth for domestic wood furniture manufacturer under Gat Creek brand with addition of designer and direct-to-consumer channels and revitalization of traditional retailer distribution. Collaborate with owner to set strategic direction and execute refreshed marketing, sales, and merchandising plan. Customizing digital marketing to fit B2B, B2B2C, and B2C channels, and long consumer purchase cycle behavior. Installed Threekit’s configuration platform to enable dynamic visualization of entire product catalog in 3D and augmented reality. Ranked #11 best website in furniture industry in 2022. Lead marketing, sales, and customer service functions achieving 17% compound annual sales growth rate.

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Promoted to modernize marketing and all brand/channel promotion strategies for publicly held furniture design and marketing company serving retail, e-tail, interior design, and direct-to-consumer channels. Communicate company's programs directly with customers and through sales organization. Designed and executed co-op omnichannel email, digital and direct mail marketing program to help retailers reach today’s consumer. Manage e-commerce websites, catalogs, photography, copy, graphic design, social media, email, direct mail, fulfillment, digital product data, customer and prospect database, point-of-sale and other creative production. Automated B2B design channel prospect generation and follow up, improving lead generation, reducing company response time from 30 days to same day, and achieving vastly improved conversion rates.

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Championed realignment of brand marketing, distribution, and merchandising strategies to compete with vertically integrated industry leaders. Conceived ‘virtual vertical’ marketing plan to enhance partnership with independently operated specialty stores and traditional furniture retailers. Recruited retailers to participate in cooperative digital marketing program including online advertising, e-mail marketing, and in-store website kiosk. Created foundation assets including electronic product data and image catalogs, consumer prospect databases, and supporting business practices. Built brand website and other digital marketing capacities from scratch: recruiting technical and editorial team, selecting platform, and managing budgets. Sourced and supervised subcontractors for various capacities including ad agency, technology service contractors, visual merchandisers, fulfillment, and consumer call center. Simplified product merchandising to improve conversion rates in-store and online.

Portland, Maine, Us

Served on Board of Directors of organic soils manufacturing and marketing company with garden center distribution in Northeastern states.

Annapolis, Maryland, Us

Built national, lifestyle brand home furnishings company on family business-sized resources. Sustained sales growth and profitability in transition from principally wholesale to multichannel distribution. As the chief sales, marketing, merchandising and operations leader executed business plan leveraging lifestyle brand storytelling, e-commerce integrated multichannel sales, and distinctive home furnishings product assortment. Recruited exceptional team to build company known for innovative products and marketing, beautifully merchandised stores, extensive press coverage, and the creative commissioning of private label subcontractors.

Annapolis, Maryland, Us

Partnered with founders to build profitable home furnishings company. Directly recruited furniture manufacturing and dealer/ interior design distribution. Created and executed innovative marketing plan, managed highly successful earned media and co-op advertising programs, and conducted/supervised sales training program for retailers. Played integral role in creating original niche business model and developing brand-defining product assortment.

Identified emerging opportunities for wood products manufacturer canvassing a variety of industries nationwide. Led new market development in hardware store/home center, toys, housewares, and kitchen and bath industries. Started marketing division developing new consumer products for sale through retail distribution including catalogs, gift stores, and department stores.

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

Bachelor Of Science (B.S.), Business Administration