A Company of OneSteel Ltd. an $8 billion public company listed on the Australian stock exchange.I spearheaded the North American commercial efforts for the new light weight steel beam known as LSB. The beam is useful in residential and light commercial construction. I led the highly successful marketing effort, building a strong national brand with coast to coast distribution.Major activities:• Successfully launched the first new structural building product in the US market in 4 decades, with a nationwide network of 8 distributors (at 56 locations) and over 630 dealers.• Created, planned and executed a marketing program to build a national brand with >70% recognition..• Secured strong positive coverage in the trade press.• Generated over 20,000 quality leads through ad, PR and trade show activity, and linked leads to SalesForce.com for sales follow-up.• Executed marketing and business development activities well within $2 million budget. Optimized effectiveness from expenditures by employing meaningful metrics.• Conducted quarterly pricing studies of competitive products to ensure parity in pricing.• Led and conducted all front end activities required to establish business including; market research, technical research, business model, business plan, plant site location, and executive staffing.