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John Peterson: in Gainesville, FL

John Peterson

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Gainesville | United States
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Image Hunter Marine Coporation

Hunter Marine Coporation

Director of Sales & Marketing, Vice-President, President | 06/1994 - 09/2014

Recruited initially to take over the sales and marketing of the company which, at that time, had 32 dealers, sales revenues of $16.5 million and 125 employees, and focused on 30’-40’ sail boats. Grew the business more than five-fold to revenues of $83 million and 425 employees – along the way, increasing the average package price by 9% and gross margins by 3 percentage points by the creative bundling of options. Later promoted to President. ? As Vice President, Sales & Marketing grew the business from number 3/4 in the market to #1 market leader – while increasing pricing and margins: ? Drove company to #1 market share in the largest segment of the market - the 30' to 40' range and the #1 or #2 retail dealership in the top 18 markets in North America. o Quickly built a more comprehensive dealer network increasing the dealer network from 32 to 142 including international dealers for the first team. Traveled overseas to evaluate and appoint 40 international distributors. o Created a ‘Customer Profile Council’ to identify demographics and preferences of existing and targeted customers – used feedback from the council to drive “pull” advertising and to shape boat design and interior finishes o First in US (world?) to establish a leasing agreement with a major North American boat rental corporation – eventually selling 150 boats via this arrangement at full retail price - $ 23 million in sales revenue. o Established a professional Customer Service function and introduced formal and structured customer feedback both immediately after sale, and one year after purchase – using the feedback to shape customer practices and boat design. o Initiated and negotiated a JV with a small boat company to broaden the product offering – extending the range from 14’ plastic sail boats all the way up to 50’ sail boats. o Led the development of a new 35’ boat winning ‘Cruising World’s” coveted "Best Value Boat under 40'" and “Boat of the Year.” ? Built 300 of the new boats (Hunter 356) in 12 months - the most successful boat in history of the company with $38 million in sales. ? Boat concept and design were driven and shaped by customer feedback mechanisms introduced earlier. o Exceeded sales goals by 5% to 16% every year until 2009 model year ending July 2009, while managing within the sales/marketing budget. o Recruited, trained and mentored the sales, marketing and customer service teams – and mentored their performance by introduction of KPIs. ? Promoted to President in 2009 and, when the global market went into a precipitate decline in 2010, was appointed by the board of the holding companies (all controlled by the Luhrs brothers) as Treasurer and Chief Restructuring Officer to manage the business through restructuring and divestiture of Hunter Marine and related assets. o Maintained cash neutrality despite steep market decline – downsizing the workforce from 425 to 80 while transitioning the business into new ownership. o Successfully negotiated the buy-out of a small boat JV and merged into the Hunter line. o Personally negotiated a highly successful OEM manufacturing agreement for a complementary product to increase sales by $11 million and significantly increase marginal profits o Added a power boat product to product offering and managed its manufacture. o Increased labor efficiency by 8% and reducing WIP by 14% by adopting a modular build process. o Negotiated revised agreement and signed contract with Sailtime, a new company started to capitalize on the advent of shared usage of sailboats. Sales results continue from the 100 boats referenced below to over 155 boats today.
Education history
Image Golden Gate University

Golden Gate University

MBA | 1977 - 1978

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1501 Lincoln Blvd.#1014 Venice, CA. 90291