Since 2020 I have been focused exclusively on EV related products and services for fleet clients. Created and implemented the Electric Vehicle program at Wheels (formerly LeasePlan USA). Fleet clients are interested in electrifying their fleets, and Wheels needed to add multiple services to fit this need. Developed the overall approach for clients (ADIM - Assess, Design, Implement, Manage) as well as the creation and implementation of relevant services such as Driver Screening, Home Charging Installation management, Public Charging management, home charging reimbursement, driver training, vehicle acquisition and related mobile applications. Established partnerships with multiple vendors to meet EV related client needs, including a fully automated home charging installation process with Qmerit and ChargePoint.

Led the development of new products with a consumer-focused strategy. Established sales goals and target accounts. Conducted competitive analysis of product lines and market evaluations. Responsible for P&L sheet for Building Products division. Developed marketing tools and strategies for the internal and external sales teams. Analyzed existing product portfolio and established USPs and brand positioning for all products. Monitored and made recommendations for continuous improvement in productivity, capacity utilization and cost reductions. Established procedures and best practices around customer service and account management.

Led product management of core business tools. Review product portfolio performance versus category trends down to the sub-segment level. Benchmark competitors. Adapt product portfolio to changes in consumer behaviors, beliefs and motivations. Interfaced with the Symphony/IRI database and created innovative, customized reports that provided invaluable insights that were utilized throughout the organization. Develop strategy, branding, budget and sales forecast of new or upgraded tools.

Managed marketing activities to customers in Food/Drug/Mass channels. Analyze and review customer’s performance in their RMA and CRMA regions. Recommend POG strategies to maximize the customer’s space. Developed and executed marketing and promotional plans to encourage sell-through.

Managed all FCCS Fee-Based and Merchandise product marketing. Resourced, procured, and managed development and implementation of sales premiums for all of Complementary Products. Oversaw the 2-year reduction and elimination of fee-based product offers throughout Fleet. Managed the overall statement channel plan for Complementary Products. Managed the development and implementation of all Fee-Based and Merchandise products for Complementary Ventures, Fleet's in-house marketing agency which utilized expertise in marketing and channel management to provide turn-key products and services to non-Fleet banks and credit unions.

Managed the execution of marketing and sales of Fee-Based products to Fleet Credit Cardmembers. Planned and completed product promotions in Direct Mail (DM), Telemarketing (TM), Voice-Response Unit (VRU), and Cardmember Access (CMA = Fleet website) channels. Forecasted, tracked, analyzed, and reported on sales results and recommended product/strategy adjustments. Served as primary contact for all outside Fee-Based product vendors. Conducted on-site due diligence auditing of all new and existing fee-based vendors. Trafficked all fee-based creative pieces through final approval. Issued communications corporate-wide on offer briefings/summarizations, privacy compliance, and competitive activities.

Managed a marketing development budget of $10MM. Conducted market research on the trends and inclinations of Precision Diecast Model buyers, determined the models most likely to succeed, and championed and presented these recommendations to the marketing steering committee and TFM's private owners. Managed and coordinated the efforts of design, sponsor relations, and manufacturing to bring the products to market, and resolved disputes and production conflicts among these departments. Developed the Unique Selling Proposition (USP) for each model. Directed the in-house advertising agency in the development of marketing materials, and briefed the customer service department on current and upcoming marketing promotional activities. Developed and executed the sales plans for the products in all channels. Conducted numerous marketing tests with each promotion to maximize profitability and other strategic goals.

Developed overall marketing/branding strategies for Merlin Industries, a swimming pool safety cover manufacturer, and its individual products. Designed, produced, and implemented multi-channel marketing materials, product packaging, newsletters, and functional documents. Managed all advertising/communication functions, both consumer-direct and dealer network. Supervised the development of the trade show booth, and managed the schedule and staffing for 2-3 national, regional, and international trade shows yearly. Facilitated product-specific dealer training seminars across the US and Mexico. Managed company database of dealers, distributors, and prospects, and assisted in the launch of the company website.