DeatschWerks (DW) is a privately held manufacturer of high-performance fuel system components. DW produces 1,500 items of fuel injectors, pumps, and supporting components. • Marketing Leader - Provide strategic direction and oversight for digital marketing, social media, co-op with distributor partners, e-commerce, influencer and affiliate marketing. • Customer Experience - Champion guiding the customer journey touchpoints. • IT Leadership - Strategic direction and oversight of the company's IT infrastructure, software, and cybersecurity. • Product Management - Execute product launches and track product performance. • Leadership Team Member - and actively contribute to the overall direction and goals of the company. Accomplishments• Led a successful rebranding campaign in partnership with an agency partner, establishing new brand guidelines, packaging, and messaging.• Developed and launched industry standard e-commerce platform driving a $400k increase in e-commerce sales in the first year, with a current year-to-date growth of +43%.• Migration of on-premises server storage to cloud-based storage including virtual server and implementing cybersecurity insurance and policies. • ERP Implementation - Vet, Select, Onboard, and Implement a cloud-based ERP system, delivering instant realized savings equal to the annualized software cost.

• Define key customer target segments and points of differentiation for our products via systematic market research and devise appropriate strategies to capitalize on those opportunities.• Develop and consistently communicate compelling brand positions and unique selling propositions.• Regularly perform pricing and competitive analysis by customer channel and recommends strategies to improve market position, improve quality or reduce costs.• Cultivate partnership marketing opportunities and identify new creative ways to leverage our brands' existing as well as new target partners to expand our consumer reach and reinforce brand positioning.• Manage and communicate sales information and product changes both internally and externally.• Develop and maintain product database with product specifications, artwork and catalog copy for distributer co-op advertising and programs.• Work closely with marketing to determine product marketing strategies and objectives.• Regularly review customer service inquiries to identify potential product problems and opportunities.• Work closely with product R&D to help prioritize product development and launches based on market research and potential sales.

• Provide strategic oversight for vendor and product marketing activities.• Co-manager of the marketing team, and all marketing activities to ensure successful marketing campaigns are executed. • Lead marketing and sales efforts to introduce new products, and expand category coverage that best services our customer base.• Supervise Purchasing Agents ensuring best practices, and maximization of collective buying power, rebates, discounts, and terms.• Responsible for increased profitability and gross margin for the overall company.• Data analysis for sales, category, and company performance to formulate strategies to optimize the buying process, sales, and marketing.• Manage supplier relationships in an effort to maximize sales, rebate, and category growth.• Negotiate all vendor contracts, pricing, rebates, and marketing funds.

• Responsible for more than $125 million in supplier relations, product management, and marketing strategies for the Safety Category.• Drive performance and development of category/product strategies and implementation to successfully grow the category. • Drive the product lifecycle and marketing strategy in the category.• Lead effective cross-functional teams in Purchasing, Marketing, Sales, Customer Care, Operations, Information Technology and Finance. • Own the margin and pricing strategy for product lines including the list, cost, customer deviations, and pricing of current, new and promotional products.

• Lead the content effort to develop data models, hierarchies, taxonomies, and implemented best practices. • Directed responsibilities for deploying content to a myriad of websites, publications, and channel partners. • Piloted and introduced web scraping capabilities. • Manage an onsite team of three, and an offsite team of eight.

Instructor for Managing Innovation and Change.

• Lead the print and production management for over a million advertising promo inserts, two monthly magazines, and five market-specific newsletters. • Manage the content and digital assets, as well as their deployment to the web and print media.• Manage ads and content on the Akin's and Chamberlin's websites.• Create artwork for product packaging, environmental graphics, retail promotions, and seminars.