Tom Hershberger Email & Phone Number

Madison, Wi, Us

Madison, Wi, Us

Madison, Wi, Us

Adjunct Faculty Instructor for UW-Madison Small Business Development Center. My teaching focus is on VOC analysis, marketing communication, and driving increased awareness and preference.

Grafton, Wi, Us

• STRATEGIC MARKETING: Implemented successful inbound and outbound marketing programs that included new logos, websites, blog posts, videos, social media, and marketing automation. I also implemented CRM and introduced a formal lead generation and management system• DIGITAL COMMUNICATIONS: Leveraged blog posts and targeted video to increase leads by more than 10x. I started with VoC analysis and created buyer personas and a customer journey map for our primary targets. • BRAND DEVELOPMENT: Leveraged storytelling and omni-channel marketing to refine the brand and gain strong traction in the market. Messaging was driven by VoC analysis. Delivery vehicles included digital, print, and video.• VOICE OF CUSTOMER (VoC): VoC insights drove all initiatives, especially our value proposition and go-to-market strategy. I am passionate about spending time with customers and believe the insights gained are core to my success.

Madison, Wi, Us

I led strategic planning and marketing communications for a new technology start-up within the Berntsen International parent company and achieved dominant brand awareness and preference in the industry.• STRATEGIC COMMUNICATION: Developed a scalable communications and PR strategy for a new business that included owned, earned, and paid media. Success led to rapidly increased awareness, preference, and sales.• MARKETING AUTOMATION: Combined Inbound and Outbound marketing through our HubSpot marketing automation platform. Increased leads more than tenfold through targeted digital content and automated prospecting.• E-COMMERCE: Introduced use of marketing analytics and real-time testing to improve promotional efficiency and maximize total profit from online sales. Streamlined e-commerce through new ERP system (Global Shop)

CRT is a technology startup that was successfully acquired in 2020. I was one of the first employees, assembled high-performance functional teams, developed a new product category, and grew the business to become the dominant brand in the industry. • ORGANIC GROWTH: Achieved 20 consecutive quarters of revenue growth. Combined science and storytelling to become the top brand in our industry. Expanded to multiple countries through international channel partners.• VOICE OF CUSTOMER: Leveraged VoC to identify and implement several value engineering changes that improved product performance and delivered more than $5 million in annual cost savings.• PRODUCT INNOVATION: Our initial product failed in the market. VoC guided my product roadmaps, ultimately leading to successful commercialization of three high performing product lines and six patents. • INDUSTRY LEADERSHIP: Appointed Chairman of industry manufacturing council and voting member of American Concrete Institute/ASTM.

Rosemont, Il, Us

September 2006 - Promoted to Vice President of Marketing at Dairy Management, Inc.• Launched successful new products with partner companies, including Borden, Domino's, Pizza Hut, Subway, Kroger, and Wal-Mart• Expanded international B2B market share by more than 30% in target countries via innovative distribution programJune 2002 - Promoted to Director of Marketing and Sales (Wisconsin Milk Marketing Board• Doubled distribution in key markets and increased promotional activity by 95%• Rebranded Wisconsin Cheese to achieve 18-point brand perception increase

Chicago, Il, Us

Responsible for a $120MM P&L, including advertising, market research, product development, life cycle management.• Exceeded volume goals by 12% and profit goals by 17% in Lunch Meat brand portfolio.• Achieved annual sales of $24MM by commercializing seven new products with multi-channel consumer advertising.• Produced $3MM reduction in production costs through collaborative initiative with three cross-functional teams.• Doubled sales of turkey bacon by leveraging industry trends and effective use of consumer journey maps.• Introduced innovative trade tactics that led to 57% volume increase for major product line.

Racine, Wi, Us

Led competitive assessment and voice-of-customer brand repositioning for B2B product lines.

Irving, Tx, Us

Led cross-functional business and R&D team responsible for developing and commercializing new product and technology innovations. • Utilized Lean Six Sigma/TQM process improvement techniques to reduce downtime, lower costs, and improve quality.• Awarded multiple trade secrets and a patent for new technology and product innovations.

M.S., Biotechnology

M.B.A., Marketing; Product Management

B.S., Chemical Engineering; Polymer Science

Adjunct Mba Professor