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M ICHAEL C.

P ARKER
Brentwood, Tennessee 37027 (615) 516-3402 mcparker409@gmail.com S U M M AR Y A results-oriented and driven TOP MARKETING AND STRATEGY EXECUTIVE with extensive experience in strategic planning, acquisition integration, social media, multi-channel marketing, brand development, product management, market research, customer loyalty, pricing, and product introduction. A strategic thinker and certified Six Sigma Greenbelt (earned during a successful tenure at General Electric) who carefully analyzes current business strategies and implements new processes to achieve long-term objectives. Drives growth and ensures the longevity of an enterprise with a customer-centric and products-based approach. An integral player in a corporate environment, builds and trains diverse teams and communicates with all levels of an organization to ensure accountability. EXPERIENCE A. O. SMITH CORPORATION Vice President, Marketing and Strategic Planning Ashland City, Tennessee 2002-2011

Led the Marketing and Strategic Planning functions for A. O. Smiths $1.5B Water Products Division while the company grew from $700 MM in 2002 to become the largest water heater manufacturer in the world, setting company records for earnings nearly every year. Established the marketing function at the company, defining roles and responsibilities and hiring team, while positioning marketing as the growth-center of the company. Commissioned a comprehensive market research project focused on decision makers and gained valuable insights into market dynamics. Subsequent marketing programs, new product development programs, and brand value enhancement initiatives were based on this research. Worked closely with a large retail customer and a third party strategic partner to develop a web-based promotional platform in 2010. This included developing and implementing a social media strategy to proactively engage reviewers and bloggers. Saw a five-point market share gain for the customer. Worked with Lowes and Sears to develop powerful in-store merchandising programs for new product launches supported by advertising, on-line efforts and aggressive sales training programs. Led corporate re-branding initiative, with new logo and tagline for company in 2007. Created brand standards and implemented across corporation, repositioned brand around corporate strategy of growth through innovation and high efficiency, and propelled double-digit growth for the brand. Realized impactful product mix improvements with 11% of North American sales (in 2010) from products introduced in previous three years, and 29% of sales coming from higher margin products. Led biggest product launch in company history in May 2010. Successfully implemented market share recovery plan for a key brand in 2006 growing share four points (from 13% to 17%) in one year while paying for the program with new customer purchases documented to have come directly from the program. Outsourced literature and collateral distribution process improving on-time performance to near 100% within 72 hours while reducing inventories and saving over $200,000 per year. Developed and implemented white space growth program around high efficiency residential water heaters which generated double digit category growth each year for three years. Developed and implemented a comprehensive web and social media strategy for the company to achieve industry-leading customer intimacy with all vertical customer segments. Significant Global experience. Involved in the oversight of strategies and strategic marketing for global business units including Europe, India and China. Participated in the development and implementation of global alliances and joint ventures with partners in Japan, Israel and Spain. Part of the evaluation team for various acquisition candidates including in Europe and South Africa. Successfully integrated two major acquisitions which more than tripled the size of the business with dynamic multiple brand strategy. Redefined brand positioning and launched programs to drive unique value propositions. Created multi-generation product planning and stage gate process for new product development to reduce time-to-market for new product programs by 33% and increase number of new product programs in pipeline by 50%. Increased number of new product programs killed or parked from zero to 20% of total. Received multiple awards and recognitions, including 2007 Green Building Product of Year, Frost and Sullivan 2006 Award for Product Innovation, and 2008 Award for Product Quality.

GE APPLIANCES, GENERAL ELECTRIC COMPANY (1982-2002) Marketing Manager, Dishwasher Division

Louisville, Kentucky 1999-2002

Managed $500,000,000 dishwasher business. Developed dishwasher growth, price, and business strategies for multiple channels, segments, and customers including major retailers. Implemented demand creation and advertising programs including launch programs for new products, store merchandising, sales training, and national public relations and TV advertising campaigns.

Michael C. Parker, Page 2


Won 2000 GE Product of the Year for introducing the GE Triton dishwasher and generating five-point market share gain. Led development of first new dishwasher platforms in fifteen years, producing "tall tub" and "tall tub stainless steel" platforms, driving market share gains and significantly increasing average selling price and margin of dishwasher business.

A D D I T I O N A L E X P E R I E N C E ( G E N E R AL E L E C T R I C C O M P A N Y ) Regional Sales Manager, Overland Park, Kansas, 1995-1999. Managed field sales force and $180,000,000 region within builder sales division, selling directly to home builders, property management companies, mobile home manufacturers, and builder and property management distributors. Grew sales significantly above national average each year and ranked consistently among topperforming sales regions nationally. Program Manager, Marketing, Louisville, Kentucky, 1994-1995. Led several national market development programs, including "smart bomb," conducting local market evaluation and growth plan development. Identified local markets, worked with HR to select and train cross-functional evaluation team, and oversaw team market evaluation. Developed project reports. 90% of markets involved achieved increases. Implemented "branch store coverage" to develop national telemarketing coverage process. Manager, Pricing, 1990-1994. Held responsibility for administration and analysis of pricing in North America. Developed organization structure, defined job roles, and recruited team members. Implemented new pricing systems, including new quotation system to shorten quote and approval process from several days to minutes. Reduced invoice errors by over 70%. Regional Sales Specialist, Jessup, Maryland, 1986-1990. Held responsibility for administration, communication, and execution of all sales and marketing programs for region. Managed co-op advertising programs and served as local marketing manager for monogram line of ultra premium appliances. Won national award for best monogram sales performance. Improved marketing and sales program effectiveness through communication, training, and improved accountability by implementing metrics and tracking processes. Area Sales Manager, 1982-1986. Directed sales territories in Washington D.C. area, beginning with transitioning builder and distributor sales territory into major appliance retailer territory, with increasing sales volume and responsibility. Maintained consistency at top of regional bonus plan ranking and won GE Masters award for top salespeople in 1985. AMANA REFRIGERATION, INC., Columbia, Maryland, Territory Manager, 1980-1982. Managed sales territory in greater Washington D.C. area with all market channels and segments, such as retail appliance dealers, home builders, commercial laundry distributors, kitchen re-modelers, and microwave oven specialty stores. Achieved significant success launching new versions of microwave convection ovens. Established kitchen re-modeler sales program and grew sales tenfold in first year. COLONIAL BUILDING SUPPLY, Arlington, Virginia, Assistant Store Manager, Outside Sales, 1977-1979. Oversaw counter operations and replenished inventory. Held responsibility for store opening and closing. Conducted outside sales through kitchen design and quotations, replacement window quotations, and builder sales call. Increased counter sales though improved store merchandising plan.

EDUCATION WEBSTER UNIVERSITY, Saint Louis, Missouri, M.B.A., Marketing, 1992 GEORGE MASON UNIVERSITY, Fairfax, Virginia, B.A., Economics, 1989

C E R T I F I C AT I O N Six Sigma Green Belt, 2001

PROFESSIONAL DEVELOPMENT Management Development Course, GE Crotonville, 1994 New Manager Development Course, GE Crotonville, 1990

AFFILIATIONS Council Member, MAPI Marketing Council Marketing Council Member, Nashville Chamber of Commerce

COMPUTER SKILLS Microsoft Outlook, PowerPoint, Word, Excel, iPad and Apple Technologies

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