Eric Severance Email & Phone Number

Core accountabilities included advancing the strategic and tactical marketing direction for a global manufacturing leader in the health, wellness, and fitness industry with a worldwide distribution network of nearly 350 domestic and 150 international dealers. Established a strategic and focusedbrand strategy to streamline the product line-up with leading idea generation, product design, and detail engineering; in addition to market research and analysis. Managed a team of 5 marketing colleagues for increased speed to market and overall efficiency. Performed executive levelcollaboration with sales, operations, customer service, and finance to improve overall company performance.• Directed marketing’s responsibilities for moving all domestically made product to offshore manufacturers, resulting in an 18% increase (on average) in profitability to the bottom line.• Increased FY09 sales by 6% and reduced the overall marketing budget by 45%. • Introduced new product lines for both the residential and commercial sales channels consisting of 6 new products and more than 320 product changes. • Collaborated with key manufacturing and dealer personnel to assign key product features and selling benefits to help in crafting True’s first “true” selling story.• Developed and managed the annual marketing budget making it li;uhug9658653ytd consistent with the overall product and marketing strategy.• Directed and oversaw True Fitness’ trade media plan – increasing it’s reach and frequency while cutting the overall spend by 25%.• Managed the annual tradeshow campaign for both retail and commercial customers. Tradeshows consisted of the following: IHRSA, Club Industry, Athletic Business, PGA Show, NFTS, and Interbike.• In 2010, True’s business as a whole was up 14% (commercial increased 16% and retail increased 11% respectively) with key marketing initiatives from 2008 still playing a vital role.

Core accountabilities include overall marketing mix management of a $70mm corporation to include: marketing plan development/implementation, development/execution of promotional campaigns, advertising execution & media placement, full marketing support for North American sales network, developing/maintaining customer website, trade show management, new product development & full P&L responsibilities. • Championed the implementation of a Customer Relationship Management (CRM) system, capturing customer information used to custom-tailor marketing programs by profile. Resulted in targeted communication strategy and 20% increase in frequency with key customers.• Utilize various methods of obtaining market research (focus groups, surveys, interviews, forums, etc.) to capture Voice of Customer (VOC) to drive new product development and promotional programs, used to develop custom sales presentations on current consumer trends. • Develop and implement all quarterly national sales promotions to include target market identification, pricing strategies, POS/selling material development, and distribution tactics. (Avg. ROI 17% over 3 years)• Effectively utilize mix management tactics to improve gross margins and overall company operating income (8% gross margin improvement in '03, 12% in '04 and 10.5% in '05). • Manage a cross functional team for the development of all new products - from conceptualization through design/prototyping and market launch (45 new products released '03 to '05). New products account for 12% of total sales annually. • Manage agency relationships through strategy formulation, brand positioning, and promotional material development to improve brand awareness, message frequency, and competitive conversion.• Manage a product line of over 450 SKU’s accounting for 85%+ of total company revenue.• Dedicated marketing resource for 45 independent sales agencies and over 160 account executives in US & Canada

Salem® Brand – Retail Marketing Core accountabilities included development of all field sales communication, customer specific retail promotions, and the creation of all retail POS and in-store promotional materials for 80,000+ national retail outlets. • Developed custom national retail promotions for several small format (C-Store) national accounts and national grocery accounts ($22 mm ‘02, $64mm ‘03) in order to gain competitive awareness, generate trial, communicate product point of difference, and increase consumer conversion• Championed the implementation of the national Buy 3 Get 1 Free promotional strategy. This promotion was targeted at key national grocery accounts and executed via retailer loyalty cards. Promotion resulted in a share increase of .12 ($12mm) and improvement of Unit Purchase Price by 16%. • Developed ’03 retail business plan targeting national accounts with specific retail promotions to drive increased feature display activity and increase promotional frequency. Achieved an increase in distribution of 12% and an 18% increase of shelf space for new products. Plan resulted in $26mm in incremental sales due to distribution growth. • Created and delivered 8 new item presentations to key retailers which resulted in immediate distribution and an overall $26mm in incremental sales (mentioned above). • Managed and directed agency and marketing support staff in the development of all POS materials for 2003 new item launch.• Designed and facilitated all field sales brand marketing communication• Managed all trade media relations including: trade media planning, trade advertising, and national tradeshow coordination including the annual National Association of Convenience Stores (NACS) show

Eclipse® Brand – Advertising and Direct MarketingCore accountabilities included spearheading the development of the brand’s repositioning, advertising campaigns, and direct mail programs. Efforts resulted in first successful test market launch in 15 years, achieving a .25 SOM and direct brand contribution of $20mm. Eclipse® brand launched nationally in Q1 2003. • Lead both strategic and creative direction from conceptualization through brand repositioning to create a new product launch platform • Launched brand’s first custom retail program with Seven-Eleven® to include POS development, franchise and competitive promotional programs, and customer retention loyalty programs. Launch resulted in first positive SOM growth since brand introduction. • Assisted in the development and execution of a $1.8MM regional brand media plan to increase brand awareness through improved product reach, message frequency, and market penetration • Coordinated an inter-departmental steering committee to incorporate consumer feedback into product development and brand evolution.• Utilized customer loyalty data to develop a direct-to-consumer mail program to introduce a unique product proposition, improve brand recognition, and facilitate positive viral marketing.

New Business Development – DifferentiationCore accountabilities included the development of differentiated products and marketing programs to springboard re-entry into the international market. • Lead a task force consisting of R&D, Manufacturing, PR, and Legal representatives to develop differentiated product and packaging concepts for the international market• Managed design and advertising agencies in the development of campaign executions, website development, packaging art, and relationship marketing programs• Conducted qualitative and quantitative research to measure “intensity of appeal” and “competitive trial” within a new portfolio of brands. As of Q1 2003, one of these new brand concepts was launched in three international markets• Designed a 25-page portal site that incorporated brand advertising, direct to consumer selling, and net commerce functionality.

Bsba, Marketing

Activities and Societies: Varsity Baseball

Masters, Sports Management

Mba, Business