John Womble: in Lexington, SC

Develop and use strategic insights into the shopper mindset to drive effective marketing and merchandising activity in a specific store environment. Developing “Win at Retail” growth strategies. Creating go-to-market strategies, communication hierarchies, merchandising and budgeting for a 14 brand portfolio. Driving consistent messaging and creative imagery across all consumer touch points. Liaison between Product Development and the Sales Team, and a customer interface agent. Product Development retail fixtures. Vendor negotiation and purchasing. Digital Strategy and internet logic hierarchies and maintaining B to B and B to C web platform for assigned assortment. • Elected as one of five MVP finalist for Pure Fishing in 2014. • Designed a temporary display program that resulted in an incremental $3.75 million sales. • Achieved an 18:1 ROI while our target was an 8:1 ratio with an average spend of $1.3 million. • Developed a logistic vendor spoke and hub system reducing expenses $67K. • Increased permanent fixture use by 107%, and cap execution over 400%. • In 2012 the Cabela’s end cap program generated $1.5M and in 2013 $1.82M in sales. • Developed and executed a pilot program with Gander Mountain that resulted in a 21% sales lift. • Designed and executed over 35 permanent retail displays. Channel Marketing Manager Responsible for promotions and merchandising for the, Cabela’s Dealer Distributor Channel, Gander Mountain. • Developed the first temporary displays strategy for Pure Fishing. Three modular structures held 90% of Pure Fishing’s consumable products. • Developed a sales tool box our Sales Team could use to present at customer reviews. • Selected as Best National Sales Meeting Presentation.

Responsible for managing innovation and long-term strategic planning for Michelin technologies. Analyzing and developing fact based research, panel and VOC data to properly position, create communication strategies, and launch platforms for Michelin’s High Performance offering. Relationship marketing, Agency management, maintaining promotional and communication calendars. Web messaging development. Category management responsibilities for Michelin’s high performance tire portfolio and its vintage tire offering. Product positioning, product launch strategies, social media and relationship marketing, pricing, competitive analysis, inventory management, and sku rationalization. Agency interface for Ultra High Performance products. Represented Michelin in the evaluation of acquisitions. Participated in the $40 million repositioning of the Michelin’s brand from a passive safety position to an active security position. Participated in an agency consolidation and selection process. Represented Marketing in monthly meetings with Michelin’s President. • Identified a 4% market share erosion, when current reporting was showing growth. • Developed plans to regain lost share by becoming relevant to a new market segment with a focus on Asian and Hispanic cultures. • Restructured Michelin's high performance portfolio using a new segmentation strategy. • Introduced 5 tire lines in 2 years. • Used a price elasticity study on a major launch study to increase the retail price on 10%, without cannibalization. Marketing Manager Research 60 Days Perform gap analysis across all brand units. Interpreted various research data.