Spearheaded the brand's transformation to the #1 position in multiple product categories through VOC-driven strategies and brand development. By expanding product categories and implementing cutting-edge marketing initiatives such as Social Media, CRM, and Influencer Marketing, I successfully achieved a 3X sales growth during my tenure.

• Managed, developed, and grew marketing staff from one to 15 people in ten years.• Spearheaded all aspects of marketing communications objectives and strategies. • Led marketing and branding efforts to position brand as #1 brand in the industry.• Led marketing function in identifying two acquisition targets to grow business and capitalize on market shifts. • Played key role in completing two acquisitions resulting in $20 million dollar sales growth and #1 position in market. • Led product development process and managed product management team. • Responsible for creating and presenting annual and five-year growth strategy plans. • Collaborated with engineering to prioritize product content based on cost targets and timing objectives.• Utilized gated process for new product programs and traveled to sales territories to gauge customer needs.• Established channel partner advisory council to review business topics and collect direct feedback. Developed internal and external marketing and PR communication objectives, product, and brand communication strategies. • Oversaw $3 million+ advertising budget and maintained flat marketing budget for four years, with sales growing to record levels.• Managed advertising agency’s activities to support objectives and strategies.• Developed and presented annual sales training presentation for outside sales force.• Launched first e-commerce platform for B2C sales in snow and ice industry ($500k in annual sales).• Established Content Studio to produce video materials to support all digital and advertising tactics.• Created and launched BOSS University for dealer and internal training via online LMS platform.

Direct all aspects of the Marketing function for BOSS:4Ps strategies for multiple channels, markets and productsInternational marketing strategiesAcquisition StrategyAgency ManagementCategory growth via VoC driven product managementProduct Launch Strategies/ExecutionE-commerce sales and marketingInbound Marketing Social Media Strategies/Content CreationOn-line Retail Clothing Program (bossplowgear.com)Distributor Services/DevelopmentSearch Engine Optimization and Lead GenerationWebsite Strategy and Execution

• Recruited and developed five marketing team employees.• Modernized all aspects of BOSS marketing’s strategy.• Led design and execution of internal cultural marketing campaign: “It Starts Here.”• Executed brand strategies across traditional and electronic / online media.• Researched competitive pricing in category, presented findings, and provided recommendations.• Attended industry trade shows and worked at BOSS booth to gain customer insights.• Created customer segmentation profiles based on market research and field visits.• Designed and launched first owner’s group for BOSS Snowplow (5,000+ members).• Developed and produced annual pricing programs materials for distribution channel.• Defined pricing levels for spare parts and accessories / merchandise.• Developed, wrote, and executed retail and wholesale promotions or programs as needed.• Researched and developed tools to support field sales staff. • Wrote new product definitions based on market research and customer feedback.• Developed and launched BOSS’ clothing and accessories e-store program ($400k sales in 2023).• Led digital / inbound marketing strategies; developed first digital / social media strategy for company. • Created and implemented first SEO and CRM platform as well as inbound marketing strategy for company.• Introduced first social media channels for company.

Creator of Pro XS brand of outboards - the #1 brand of outboards in professional fishing P&L responsibility for OptiMax, Jet and 2-stroke products worldwide. VOC driven Product developmentBusiness case developmentProgram management4 Ps strategy

Led strategic market segmentation and competitive analysis for worldwide markets. Identified new market categories and opportunities for worldwide markets. Translated and implemented market research, customer, and sales inputs into new product requirement documents. Set and implemented product plan timelines for program execution. Executed new product programs as identified in product planning process. Analyzed planning volumes for each brand. Created and executed pipeline strategies for each distribution channel. Created “Pro XS” brand for Mercury Marine and won three J.D. Power and Associate Awards for highest in customer satisfaction.

- Managed Mercury's Freshwater Advertising budget including all print, electronic and television endorsements/sponsorships.- Managed several product lines as a Product Manager, this position evolved into what it is today -- Platform Manager.- Appeared on several national and regional fishing shows promoting Mercury product and the fishing lifestyle.

Helped to define new product definitions while working in unison with Mercury Engineering. Led freshwater brand and product messaging in electronic and print media. Conceptualized and developed specific campaign executions. Managed $2 million+ Freshwater TV and print budgets. Delivered effective CPM rates based on delivery. Negotiated advertising and endorsement contracts with key TV personalities. Made numerous TV appearances on various fishing shows representing Mercury and Mercury products.

Developed, produced and delivered training courses and materials to dealer and OEM salespeople in Canada and U.S.

Led development and delivery of classroom-style product training to customers in U.S. and Canada. Developed and produced all Mercury product information training guides. Created and delivered classroom sales strategy training throughout U.S. and Canada.

Executed product management duties for commercial lawn care and Gator brands. Participated in product planning process for each family of products. Led development of product technical information for sales and service literature. Maintained comparison database for pricing and sales training purposes.

As a Product Specialist I did a variety of tasks that centered around Product development and Marketing Communications. I prepared marketing product collateral materials and presentations and conducted product education seminars to dealers as well as worked trade shows. I also evaluated new products as well as proposed attachments from outside vendors.

I had primary responsibilities for the production of all WRA Marketing/Member communication pieces on a monthly basis. These included monthly newsletters - with both sales and legal focus. I also prepared and produced all materials used at shows and other WRA events.

I was a beat reporter with a wide array of responsibilities including general news, courts/police/crime, as well as some sports and photography duties. I was given editorial responsibility very quickly for some of the smaller papers the publishing company owned - which entailed managing the staffs as well as being responsible for getting the paper published on time. I was also tasked with helping to incorporate the publishing companies proprietary pagination software throughout the publications - which meant working with software engineers and conducting training classes for other members of the editorial staff.