No Slide Title · 2019-05-17 · Strategic Management Marketing Organization - Crafted integrated marketing plan that facilitated customer and investor traction. - Constructed team

Marketing Strategic Planning

Market Research Lead Generation

Communications Promotions

Product Development Sales Operations

Andy Gray

4832 E. Hashknife Rd 954-684-7798

Phoenix, AZ 85054 [email protected]

Senior executive who transforms organizational success through a strategic and analytical approach that identifies business opportunities, aligns teams strategically and delivers a strong ROI.

6 Core Competencies:

1. Uncover new customer opportunities and new revenue streams

2. Solve challenges and capitalize on opportunities

3. Facilitate internal and external collaborative alignment and team partnerships

4. Identify new products and service offerings

5. Strengthen a company’s competitiveness

6. Develop strategically focused customer and investor presentations

Selected Accomplishments:

Quality Experience:

(Anda Consumer Products)

• B2B, transportation, service, waste & recycling, construction, distribution

• National Accounts

• B2B, B2C/CPG, Mass Market, Natural Foods

• Start-Up, Emerging and F300 companies

Strategic Management Marketing Organization

- Crafted integrated marketing plan that facilitated customer and investor traction.

- Constructed team focused on aligning customer and sales needs.

- Closed $15M in new business through new sales pursuit process.

- Assembled a new consumer division for a pharmaceutical manufacturer.

Organizational Alignment Market Development

- Led Sales, Pdt. Development, Legal, and Ops to a 35% CAGR in five years at vitamin co.

- Identified an underserved market opportunity of $900M – $2.5 billion.

- Engaged Sales, Ops., Finance, Legal for first-ever Lead Gen program… achieved 3:1 ROI.

- Directed 2-yr. sales growth rate of +9.5% vs. the industry growth of 1-2%.

Business Plan Development - Initiate new and/or upgrade existing plans. SWOT analyses,internal and external infrastructure assessments and recommendations for selling andpromoting products and services, etc.

Business Development - Direct and qualify customer opportunities. Provide compelling andclear support materials that facilitate sales presentations and product knowledge.

Marketing Plans - Develop annual plans including value proposition, key messages, offlineand online programs, milestones, objectives and scorecards.

Customer Development – Lead collaborative sales pursuit processes (RFPs/RFIs) built onleading practice research and sales lifecycle stages. Improve professionalism in presentationmaterials and assist Sales ability to close deals.

M&A, Pro-Formas – Organize processes to fully evaluate and integrate systems, proceduresand people. Develop 3-5 pro-formas, SG&A budgets and valuations.

Customer Experience – Develop the structure that facilitates a customer service firstattitude with expectations managed effectively to create sustainable long-termrelationships.

Demand Generation – Facilitate lead development and feed the sales pipeline throughcoordinated telemarketing, e-marketing and/or lead nurturing programs.

Strategic Sourcing – Evaluate and direct strong partnerships with marketing and advertisingconsultants and organizations. Provide guidance that develops strategically soundcommunications and creativity in marketing and sales support materials.

Market Trends & Analyses - Analyze data and trends. Develop actionable programs. Makesure that the company’s offerings and services optimize customer needs.

Stakeholder Presentations - Create presentations and analyses that are focused and enhancethe company’s credibility to key stakeholders/shareholders.

New Product Development - Positioning, competitive assessment, pricing, packaging labeland copy, procurement, inventory control, communications, promotions.

Educational Support - Create programs and materials that enhance a company’s credibility,and salespeople’s and customer’s knowledge about your products and offerings.

Advertising Programs - Develop and manage turnkey programs across any number of media,e.g., print, broadcast, web/electronic, traditional/digital, etc.

Promotion Programs - Produce promotion programs that provide for long-term salesmomentum via short term sales gains, with pricing and margins that are well managed.

People Development – Effect a high level of integrity and an environment in which peoplecan grow, contribute and prosper.

Objectives: Provide clarity and focus; Identify gaps and opportunities.

Developed Business Plans across variety of industries, e.g., res-taurant, construction, health-care, water, wealth mgt., including the infrastructure and pro-formas needed to achieve industry credibility and traction.

Matched industry best practices against the infrastructure and SWOTs of my company and determined that: - 2011 would center only on

telemarketing;- 2012 would add lead nurturing

through electronic and web marketing and;

- 2013 would expand on both programs.

Identified gap and opportunity to use the web to nurture leads not ready to buy, tapping into the latest technologies now available to Marketing including tangible ROI metric analyses.

Key Activity Jan Feb Mar Apr May Jun

Telemarketing

Tradeshow s

Customer Symposium

Speaking Engagements

RFMA,

Kelloggs

PRSM, DUG,

NAM, Earth

Day: VZ,

Fortune,

NRA, TCEQ,

DUO

JLL

Webinars

Topic:

Disaster

Palnning

Topic:

Waste

Audits

Email Campaigns (Topics TBD;

examples noted are examples)

Topic:

Recycling

Topic:

Industry

Trends

Tied to

Webinar

Topic:

Centralized

Services

Topic:

Emerging

Services

Tied to

Webinar

Content Library, e.g., Best

Practice Documents, Videos,

Landing Pages, etc.

MarCom Support

Customer Forum u

Marketing Collateral (brochures,

sell sheets, educational

brochures, ad slicks, etc.)

Available for

Lead Pgm

Available to

Sales

Conference (Corporate Waste &

Recycling)

Lead G

enera

tion P

rogam

Mark

etin

g C

om

munic

atio

ns

& S

ale

s S

upport

Prep time Prep time

Planning & Development to support Emails, Webinars, Microsite, etc.

Prep time

Prep time

Planning, Development & Printing

Lavidge & Televerde support for Lead Nurturiing and Sales Support materials

Growth Support: Deployed to support NAEs/RAEs. Calling 3200 prospects. Assume 5% lead rate/160 leads.

Prepared the commercialization program to launch a start up manufacturer.

Restructured the company’s value proposition, mission, key communication messages.

Objectives: Identify new leads, expand and add to the sales pipeline.

Identified telemarketing as initial, core Year I lead generation program.

Led development of core criteria and call flow from which to identify leads for Sales.

Facilitated initial and on-going and subsequent training and call scripts to improve lead value.

Exceeded norm by 70% in delivering marketing qualified leads to Sales and by 2X in converting these leads to sales opportunities.

Program paid for itself in less than 6 months and delivered a 336% ROI in the first year and a half.

Complimented telemarketing program with lead nurturing program… email blasts and microsite with best practice briefs and videos to increase brand awareness, warm leads not ready to buy and track digital behavior.

- Email open rates above benchmark.

- Web clicks above benchmark.

2012 Telemarketing Program Performance Lead Conversion Rate

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Leads 2 9 10 9 21 24 15 17 15

Sales Qualified 0 5 10 9 6 9 10 13 8

Lead Rate 3.5% 3.5% 3.0% 4.5% 7.7% 6.5% 4.9% 5.6% 5.9%

Benchmark 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0%

3.5% 3.5%

3.0%

4.5%

7.7%

6.5%

4.9%

5.6%5.9%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

0

5

10

15

20

25

30

# o

f Le

ads

2011 2012

MQL/SQL Conversion 50.7% 63.5%

Benchmark 29.5% 29.5%

50.7%

63.5%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%122 Leads YTD; 5.2% lead rate

Converting >2X of leads to sales opportunities.

Transferred $4M in new leads to Sales since in first three months following launch.

Objectives: Focus key messages, identify trends, define customer needs.

Win/Loss studies conducted to understand why accounts were won or lost. Action steps facilitated stronger proposals and pursuit processes.

Customer Satisfaction studies conducted to measure perception gaps between customers and Republic. Results identified challenges to address or opportunities to capitalize on ahead of the customer renewal process.

Market data and analyses identified a number of “underserved” target opportunities, i.e., customers not currently using the centralized services that Republic offers.

These studies identified new service offerings, improvements in our key messages and guidance in managing customer renewal efforts.

Objectives: Professionalize sales support process; Improve closure rate.

Developed and launched new strategically focused sales pursuit process designed to help increase sales efficiency and win more pursuits .

Developed toolkit materials to facilitate complete understanding of the sales pursuit and to enable Deal Team members to more efficiently contribute to the process.

Prepared, authored and project-managed RFPs and Grants.

Closed $15M in new business in less than 6 months following launch. Completed an average of 25 RFPs and 12 presentations per month.RFPs and Grants led to closed deals and finalist positions, respectively.

Objectives: Increase sales; Expand distribution; Meet demand.

Osteo Bi-Flex became the #2 brand in less than 10 months.

Introduced a variety of products over 2 year period based on market trends and new science. Sundown Herbals accounted for $1 out of every $4 in new dollars.

Introduced RestoreX™ based on the market gap that connected the Pharmacist and prescriptions to nutritional solutions. Distribution goal of 10% achieved in 3 months.

Market data, trends and research identified new service offerings for Republic.

Single-Stream Recycling Customer Portal

Introducing a paradigm shift in the underground water piping industry. Facilitating customer traction.

Objectives: Create excitement; Support and inform; Generate sales.

Sell sheets announcing new vendors, product deals and new items.

Contemporized trade show panels and booth materials for Infra-Tect.

Introduced advertising to Sundown.

Developed new logo and website for Infra-Tect.

Objectives: Accelerate sales; Move product; Increase customer loyalty.

TACTICAL APPROACH

Promoted array of products.

Identified high velocity items.

Varied the offers.

Thematically targeted.

Supported with flyers, ad slicks, shelf talkers, end cap signs.

Results

100% store participation.

100% incremental sales.

TACTICAL APPROACH

Varied the products.

Minimized “like” items to expand offerings.

Varied the offers.

Thematically targeted.

Supported with flyers, ad slicks, shelf talkers

Results

100% store participation.

100% incremental sales.

Added new products (expanded distribution/store set).

Objectives: Destination Center; Attractive Presentation; Easy to Shop.

Organized to shop “up” the value spectrum… price/value premium/quality.

Organized to bring customers into department with “hot” items at the front of set.

Products/suppliers identified based on broadening the offerings and minimizing cannibalization.

Channel strips used to effect attractive and inviting presentation.

Other materials used to facilitate product identification and consumer education:

Results:

Complete planograms/store sets in 120 stores.

Responsible for managing the complete presentation in all 120 stores.

Expansion set in 90 additional stores slated, pending negotiations, in 1Q, ‘02.