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“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do".
- Steve Jobs |
PROMOTE THE BREW and the Market The Brew Podcast
Founder - Story Teller, Educator, Speaker & Creative Brand and Digital Marketing
Sep 2017 - Present
Delafield, WI
Key Responsibilities:
In my capacity, I provide effective oversight of daily sales operations, ensuring seamless business functioning. Utilizing the EOS system, I review and align business operations, goals, marketing strategies, customer issues, financial matters, and activity progress. Proactive communication with both customers and suppliers is a cornerstone of my approach, fostering robust business relationships and uncovering future opportunities. Actively following customer social media and participating in industry events, panels, and podcasts, I stay abreast of evolving trends and contribute to thought leadership.
To maintain a customer-centric focus, I conduct customer visits to understand the challenges they face and develop solutions to meet those challenges. Collaborating closely with suppliers, I explore new products, negotiate pricing, and schedule deliveries while staying well-informed about competitors' unique marketing strategies. In addition, I contribute to the development of compelling product offerings and presentations that effectively showcase the company's value proposition.
With this level of market outreach, I manage the social media calendar and execute strategic email and drip marketing campaigns, actively engaging and expanding the customer base of up to 20% annually. This holistic approach encompasses a range of activities aimed at optimizing business performance and fostering sustained growth.
Key Achievements:
In a strategic capacity, I created and implemented impactful educational programs such as "The Empowered Apparel Buyer" and "Merchandising Workshop," significantly elevating customers' knowledge and enhancing their buying abilities.
Over three consecutive years, I successfully planned and executed a lounge at the Craft Brewers Conference, serving as a centralized hub for marketing resources for customers and prospects, and fostering valuable relationships with partner agencies. Leveraging lead tracking technology in the lounge, I captured visitor information and initiated immediate follow-up emails and implemented drip marketing campaigns for effective lead nurturing.
Listening to customer needs and understanding the market, I developed and executed successful Geo-Fencing campaigns, empowering clients to target new, untapped customers through strategic location-based advertising and video content. Reaching up to 150,000 impressions in a 90-day campaign.
Additionally, I started to offer social media content calendars and monthly newsletters, resulting in increased engagement and interaction with both digital and traditional customers. This multifaceted strategy reflects my commitment to education, innovative marketing approaches, and fostering meaningful connections with diverse audiences.
Promotional Product Solutions, LLC
VP of Sales and Business DevelopmentVP of Sales and Business Development
Jan 2017 - Jan 2019
Vero Beach, FL
Key Achievements:
Promotional Product Solutions was a Women-Owned Minority Business Enterprise (WMBE) and in my role I collaborated with management to successfully expanded our client base by nearly 20%. We surpassed customer expectations through the implementation of industry tools and innovative solutions. Productive customer engagement included proactive visits, fostering strong relationships, and developing socially responsible business solutions. I also collaborated with suppliers to explore new products, negotiate competitive pricing, manage select inventory, and stay abreast of unique competitor marketing strategies. In presenting 2nd and 3rd tier supplier product offerings, as well as socially responsible products and promotions, I catered to specific customer needs and incorporated approved factories, domestic minority-owned companies, and eco-friendly and/or sustainable sources.
To continue to meet customers’ expanding needs, I pioneered new product innovations and employed advanced technologies such as Geo-Fencing and Re-Targeting, enabling our customers to effectively reach untapped markets beyond traditional channels. My role extended to developing impactful email and drip marketing campaigns, capturing customer interest and contact information for future service and product offerings. Additionally, I assisted on developing marketing information on corporate social responsibility, ethical buying practices, and the positive impact of supporting minority-led companies on businesses and communities served, further solidifying our commitment to ethical business practices and community engagement.
Hanish Water
Vice President of Sales and Marketing
Nov 2015 - Sep 2018
Waukesha, WI
Key Achievements:
Instrumental in driving salesforce growth, I developed robust sales tools and marketing strategies that significantly improved overall sales performance. This included the creation of impactful product literature and dealership training materials, empowering dealers with the knowledge and resources needed for effective product promotion and sales. In addition, I spearheaded the design and implementation of an innovative online training program focused on water treatment systems. This initiative resulted in heightened product knowledge among salespeople and dealers, fostering confident product presentations and ultimately contributing to increased sales closures.
In a multifaceted leadership role, I orchestrated the development and oversight of e-commerce websites and social media platforms, significantly elevating our company's online presence and fostering increased customer engagement. Negotiated favorable contracts and annual pricing with suppliers, ensuring optimal terms for the organization and saving the company 8% on the cost of goods. Spearheading a comprehensive revamp of e-commerce websites targeting both residential and commercial/industrial segments, I optimized content and functionality for an enhanced user experience. In a strategic move, I migrated customer tracking from spreadsheets to HubSpot CRM, facilitating detailed data analysis and the successful implementation of a referral program to track and incentivize referrals. This approach yielded a 22.5% increase in replacement orders, driven by the creation of a helpful "How To" video guiding customers on cartridge replacement. Furthermore, I played a pivotal role in transitioning from spreadsheets to QuickBooks, leveraging improved accounting practices and financial statements for quicker access to critical financial data, leading to enhanced accuracy and streamlined inventory and shipping management.
HALO Branded Solutions
Director of Global Sales and Business Development
Aug 2014 - Dec 2017
Sterling, IL
Key Achievements:
Demonstrating a proactive approach to business development, I identified and pursued lucrative opportunities with both new and former clients. Leveraging industry-specific sales data, I targeted similar companies and suppliers, cultivating valuable referral relationships to expand our network. An adept use of LinkedIn and Twitter facilitated the gathering of business intelligence, involving the analysis of annual report K-10 filings to identify potential threats or risks to businesses and developing both online and in person conversations with departments to discuss these threats and risks.
I successfully secured the Baxter Healthcare Promotional Program by crafting a compelling response to the RFP. Meticulously prepared customer folders showcased key performance indicators (KPIs) and risk areas, with collaborative input from the Halo team. Additionally, my exceptional relationship-building skills were evident in becoming a finalist in the NASCAR promotional program, where I established a strong rapport with Daytona Motor Speedway and the parent company, International Speedway Corporation.
National Premium
President
Jan 2011 - July 2014
Pewaukee, WI
Key Achievements:
Under my leadership, I spearheaded a growth trajectory, elevating global sales revenues from $18 million to $32 million. I collaborated with the board and executives to formulate both short and long-term goals, plans, and strategies, providing visionary leadership that propelled the organization forward. In addition, I fostered effective collaboration with departmental managers to ensure the achievement of individual and departmental objectives, managing budgets and optimizing resource allocation for staffing, satellite offices, and warehouses across the US, The Netherlands, and Hong Kong.
My commitment extended beyond internal operations as I actively engaged with industry, state, and local business organizations, promoting sustainable growth for our business and the broader industry. Furthermore, through direct interactions with customers, I gained valuable insights into their business needs, enabling our team to adapt swiftly to changes in the dynamic global marketplace.
National Premium
Senior Account Executive
Sept 1988 - Jan 2011
Pewaukee, WI
Key Achievements:
As a dynamic leader, I successfully managed and directed a team of international sales and marketing professionals, overseeing a myriad of promotional marketing campaigns. This encompassed innovative dealer promotions and extensive support for the global Harley-Davidson dealer promotional products program. Additionally, I played a pivotal role in developing comprehensive marketing strategies for internal initiatives such as Harley-Davidson Rentals, Rider's Edge, Garage Parties, SPARK (rider mentorship program), Performance Consulting, Retail Environment Group, Harley-Davidson University, General Merchandise, Licensing, Marketing, Anniversary celebrations, and the Harley-Davidson Museum, showcasing my versatility and strategic prowess in driving brand success.
Tradeshow strategy – increased North American booth to 40’ and split off International Sales into their own 20’ booth to gain greater impact and success at the two annual trade shows we were invited to each year.
Opened international offices (Amsterdam Holland, Hong Kong, Sydney Australia) to support our international dealer promotional programs and deliver greater value to customers and their international stakeholders. We also experienced yearly increases in sales after opening these offices and providing regional promotional marketing support.
Customer List
Harley-Davidson Motor Company, Baxter, Ingram Micro, Joy Global, Kohler Company, Erdman, GO Mortgage, MSOE, Kerry Ingredients, Hanish Water, Neuralynx, School District of Waukesha, Lakefront Brewery, GF Piping Systems, Anderson Commercial Group, Alpha Brewing Operations, Chemical Systems, Secret Hopper, and CT Access.
Founder - Story Teller, Educator, Speaker & Creative Brand and Digital Marketing
Sep 2017 - Present
Delafield, WI
Key Responsibilities:
In my capacity, I provide effective oversight of daily sales operations, ensuring seamless business functioning. Utilizing the EOS system, I review and align business operations, goals, marketing strategies, customer issues, financial matters, and activity progress. Proactive communication with both customers and suppliers is a cornerstone of my approach, fostering robust business relationships and uncovering future opportunities. Actively following customer social media and participating in industry events, panels, and podcasts, I stay abreast of evolving trends and contribute to thought leadership.
To maintain a customer-centric focus, I conduct customer visits to understand the challenges they face and develop solutions to meet those challenges. Collaborating closely with suppliers, I explore new products, negotiate pricing, and schedule deliveries while staying well-informed about competitors' unique marketing strategies. In addition, I contribute to the development of compelling product offerings and presentations that effectively showcase the company's value proposition.
With this level of market outreach, I manage the social media calendar and execute strategic email and drip marketing campaigns, actively engaging and expanding the customer base of up to 20% annually. This holistic approach encompasses a range of activities aimed at optimizing business performance and fostering sustained growth.
Key Achievements:
In a strategic capacity, I created and implemented impactful educational programs such as "The Empowered Apparel Buyer" and "Merchandising Workshop," significantly elevating customers' knowledge and enhancing their buying abilities.
Over three consecutive years, I successfully planned and executed a lounge at the Craft Brewers Conference, serving as a centralized hub for marketing resources for customers and prospects, and fostering valuable relationships with partner agencies. Leveraging lead tracking technology in the lounge, I captured visitor information and initiated immediate follow-up emails and implemented drip marketing campaigns for effective lead nurturing.
Listening to customer needs and understanding the market, I developed and executed successful Geo-Fencing campaigns, empowering clients to target new, untapped customers through strategic location-based advertising and video content. Reaching up to 150,000 impressions in a 90-day campaign.
Additionally, I started to offer social media content calendars and monthly newsletters, resulting in increased engagement and interaction with both digital and traditional customers. This multifaceted strategy reflects my commitment to education, innovative marketing approaches, and fostering meaningful connections with diverse audiences.
Promotional Product Solutions, LLC
VP of Sales and Business DevelopmentVP of Sales and Business Development
Jan 2017 - Jan 2019
Vero Beach, FL
Key Achievements:
Promotional Product Solutions was a Women-Owned Minority Business Enterprise (WMBE) and in my role I collaborated with management to successfully expanded our client base by nearly 20%. We surpassed customer expectations through the implementation of industry tools and innovative solutions. Productive customer engagement included proactive visits, fostering strong relationships, and developing socially responsible business solutions. I also collaborated with suppliers to explore new products, negotiate competitive pricing, manage select inventory, and stay abreast of unique competitor marketing strategies. In presenting 2nd and 3rd tier supplier product offerings, as well as socially responsible products and promotions, I catered to specific customer needs and incorporated approved factories, domestic minority-owned companies, and eco-friendly and/or sustainable sources.
To continue to meet customers’ expanding needs, I pioneered new product innovations and employed advanced technologies such as Geo-Fencing and Re-Targeting, enabling our customers to effectively reach untapped markets beyond traditional channels. My role extended to developing impactful email and drip marketing campaigns, capturing customer interest and contact information for future service and product offerings. Additionally, I assisted on developing marketing information on corporate social responsibility, ethical buying practices, and the positive impact of supporting minority-led companies on businesses and communities served, further solidifying our commitment to ethical business practices and community engagement.
Hanish Water
Vice President of Sales and Marketing
Nov 2015 - Sep 2018
Waukesha, WI
Key Achievements:
Instrumental in driving salesforce growth, I developed robust sales tools and marketing strategies that significantly improved overall sales performance. This included the creation of impactful product literature and dealership training materials, empowering dealers with the knowledge and resources needed for effective product promotion and sales. In addition, I spearheaded the design and implementation of an innovative online training program focused on water treatment systems. This initiative resulted in heightened product knowledge among salespeople and dealers, fostering confident product presentations and ultimately contributing to increased sales closures.
In a multifaceted leadership role, I orchestrated the development and oversight of e-commerce websites and social media platforms, significantly elevating our company's online presence and fostering increased customer engagement. Negotiated favorable contracts and annual pricing with suppliers, ensuring optimal terms for the organization and saving the company 8% on the cost of goods. Spearheading a comprehensive revamp of e-commerce websites targeting both residential and commercial/industrial segments, I optimized content and functionality for an enhanced user experience. In a strategic move, I migrated customer tracking from spreadsheets to HubSpot CRM, facilitating detailed data analysis and the successful implementation of a referral program to track and incentivize referrals. This approach yielded a 22.5% increase in replacement orders, driven by the creation of a helpful "How To" video guiding customers on cartridge replacement. Furthermore, I played a pivotal role in transitioning from spreadsheets to QuickBooks, leveraging improved accounting practices and financial statements for quicker access to critical financial data, leading to enhanced accuracy and streamlined inventory and shipping management.
HALO Branded Solutions
Director of Global Sales and Business Development
Aug 2014 - Dec 2017
Sterling, IL
Key Achievements:
Demonstrating a proactive approach to business development, I identified and pursued lucrative opportunities with both new and former clients. Leveraging industry-specific sales data, I targeted similar companies and suppliers, cultivating valuable referral relationships to expand our network. An adept use of LinkedIn and Twitter facilitated the gathering of business intelligence, involving the analysis of annual report K-10 filings to identify potential threats or risks to businesses and developing both online and in person conversations with departments to discuss these threats and risks.
I successfully secured the Baxter Healthcare Promotional Program by crafting a compelling response to the RFP. Meticulously prepared customer folders showcased key performance indicators (KPIs) and risk areas, with collaborative input from the Halo team. Additionally, my exceptional relationship-building skills were evident in becoming a finalist in the NASCAR promotional program, where I established a strong rapport with Daytona Motor Speedway and the parent company, International Speedway Corporation.
National Premium
President
Jan 2011 - July 2014
Pewaukee, WI
Key Achievements:
Under my leadership, I spearheaded a growth trajectory, elevating global sales revenues from $18 million to $32 million. I collaborated with the board and executives to formulate both short and long-term goals, plans, and strategies, providing visionary leadership that propelled the organization forward. In addition, I fostered effective collaboration with departmental managers to ensure the achievement of individual and departmental objectives, managing budgets and optimizing resource allocation for staffing, satellite offices, and warehouses across the US, The Netherlands, and Hong Kong.
My commitment extended beyond internal operations as I actively engaged with industry, state, and local business organizations, promoting sustainable growth for our business and the broader industry. Furthermore, through direct interactions with customers, I gained valuable insights into their business needs, enabling our team to adapt swiftly to changes in the dynamic global marketplace.
National Premium
Senior Account Executive
Sept 1988 - Jan 2011
Pewaukee, WI
Key Achievements:
As a dynamic leader, I successfully managed and directed a team of international sales and marketing professionals, overseeing a myriad of promotional marketing campaigns. This encompassed innovative dealer promotions and extensive support for the global Harley-Davidson dealer promotional products program. Additionally, I played a pivotal role in developing comprehensive marketing strategies for internal initiatives such as Harley-Davidson Rentals, Rider's Edge, Garage Parties, SPARK (rider mentorship program), Performance Consulting, Retail Environment Group, Harley-Davidson University, General Merchandise, Licensing, Marketing, Anniversary celebrations, and the Harley-Davidson Museum, showcasing my versatility and strategic prowess in driving brand success.
Tradeshow strategy – increased North American booth to 40’ and split off International Sales into their own 20’ booth to gain greater impact and success at the two annual trade shows we were invited to each year.
Opened international offices (Amsterdam Holland, Hong Kong, Sydney Australia) to support our international dealer promotional programs and deliver greater value to customers and their international stakeholders. We also experienced yearly increases in sales after opening these offices and providing regional promotional marketing support.
Customer List
Harley-Davidson Motor Company, Baxter, Ingram Micro, Joy Global, Kohler Company, Erdman, GO Mortgage, MSOE, Kerry Ingredients, Hanish Water, Neuralynx, School District of Waukesha, Lakefront Brewery, GF Piping Systems, Anderson Commercial Group, Alpha Brewing Operations, Chemical Systems, Secret Hopper, and CT Access.
