David Fitzgerald Email and Phone Number

Led strategic and tactical sales initiatives including the management of 55 independent sales reps, 3 national Sales Managers and 2 inside sales reps for channels and partners in the US. Opened distribution in Australia, Canada, Europe, Japan, and Central America.Restructured sales teams by hiring 3rd party independent sales representatives and aggressively cutting costs throughout organization, which realized company’s first profit of $250K since brand inception in 2008.Established International business in Europe for Medical line of products, added distribution in Australia and Japan, and nearing closure on business in UK and Mexico for Running and Cycling line, with projected revenue increases of 50% year-over-year.Added 3 key National accounts (REI, Tradehome, and Avalanche) with total sales of $1M in 2016 and projected sales of $1.5M in 2017.Launched “Maxus,” a new line of socks that became the most successful launch of any product since company inception, generating $500K in gross revenue within the first year.Participated in launch of CRM system working closely with President, which provided sales reports and real time data to establish direction for sales growth.

Recruited to expand national corporate accounts for publisher that delivers compliance and training solutions to a wide variety of clients including Fortune 500, Government, Higher Education, Healthcare, Insurance Brokerages and Insurance Carriers. Lead new business development by creating and implementing launch plan of the HR compliance portal for LifePoint Hospital corporation.

Developed and directed operations of sales and marketing staff of 10 related to launches and seasonal resets. Established territories, goals, annual advertising budgets and quotas while responsible for project P&L's. Reviewed market analysis to determine customer needs, proper manufacturing quantities, sales volume potential, and pricing schedules that met company goals. Led staff of 10 through sales cycle from initial consultation to presentations, negotiations, and closings with annual sales of $100M. Built and established sales activities that were aligned with mission, strategy, and tactical planning of company. Evaluated effectiveness of sales efforts for each release and recommended changes needed in response to project P&L, changing market conditions and market drivers. Developed and negotiated innovative strategies to expand market penetration by identifying new channels of business which included Cracker Barrel, Tractor Supply and Kroger. Campaign generated $1M in additional sales in the first year of launch. Effectively led company through historical, industry-wide recession in 2008 - 2009 by reducing return rate to ~9% (industry average 15%-20%) through accurate forecasting and collaborative data sharing with accounts and proper supply chain management with company.Key member of Sony Music US team responsible for creating new pricing model while maintaining margin. Model lowered cost to customer while discontinuing co-op and discounts. Program increased floor space and external account advertising while maintaining a 41% margin. Lead liaison between Sony Music and Target stores on a $5M Christmas campaign featuring Carrie Underwood in 2007. First record label to secure a country artist for Target's largest annual marketing campaign. Artist was featured in 6 week print and TV campaigns which included price and positioning. Release debuted #1 within all genres of music.

Held full responsibility for conceptualizing, creating, developing and implementing innovative marketing strategies and campaigns as well as financial performance analysis for key National accounts including Target, Best Buy, AEC and Amazon. Exceeded business sales plan Fiscal years 2003 – 2007 by an average of 20% by expanding sales via out-of-department promotion with various 3rd parties. Increased sales by $18M by creating exclusive packaging and cross promotions with Coke and Hallmark, after one year in position. Decreased Best Buy’s return rate from 17% to 8% annually by managing market analysis which helped create proper product allocation per region. Recipient of Target's "Vendor of the Year" in 2003 and 2004 for innovative 3rd party campaign and generating additional unforeseen revenue which allowed Target to be the "go to" account for country music fans.Managed execution for 3 of the top 5 largest artist in-store signings at the Mall of America. Generated over $10K in sales per event by creating event buzz through media impressions.

Managed sales and marketing for East Coast and Southwest markets. Worked with regional accounts and regional marketing managers for national accounts on product presentation and sell through. Participated in weekly conference calls and monthly product presentations.Increased underperforming Military PX's sales nationally by creating artists' visits that were run in conjunction with extensive in-store sales campaign. Program increased sales with Military by over 400%. Created a weekly newsletter outlining company artist priorities and catalog sales which increased focus with accounts and distribution. Allocated product based on rate of sales in conjunction with Sony Distribution Sales team at a store-by-store level, which increased sales and maintained single digit return rate.

Implemented label priority plan with both distribution team as well as regional and national accounts. Provided regional and national market analysis to help with product allocation and sales.Generated $20M in annual sales with local and national accounts including Island / Def Jam's top account, Trans World.Led company in winning Trans World "Label of the Year 1999" by launching innovative pre-sales strategies.