CEO to reorganize marketing and distribution, reverse a decline in
U.S. revenue, and integrate acquisitions. Key responsibilities
included North American revenues of $25 Million for three business
units, $3 Million sales and marketing budget, relationships with the
top U.S. radio broadcasters, and team of 25.
and Executed New Corporate Strategy. Repositioned company from
one-stop-shop to niche manufacturer.
Rationalized Distribution. Established appropriate, discrete channels
for each product line. Eliminated channel conflict. Rebuilt damaged
distributor network and direct sales team. Recruited focused channel
managers. Clearly defined channel performance and implemented strong
performance incentives. Created company’s first business forecast and
revenue reporting system. Instituted sales training. Initiated Key
Account Management Program. Developed senior relationships with
national accounts. Closed $1.5 Million deal with National Radio
Broadcast Company. Sales up 62% in six months; 21% first year.
Rationalized Product Line. Took low-margin products to end of life. Reallocated marketing resources from general advertising to readable,
targeted campaigns. Initiated telemarketing and direct mail programs. Reduced advertising and marketing expenses 24%, while increasing
North American Sales Up $5.5 Million (62%) in 6 Months
• Reduced Marketing Costs 24%
• EBITDA Up 151% ($2 Million+)