sales

Marketing & Sales

●   Recruited by CEO to lead North American Commercial Team and re-engage strategic core outdoor customers.
●   Successfully increased sales 18% & 10% EBIT within 15 months and energized key account/sales team.
●   Strong team player working as a part of the Polartec Leadership Team to successfully position the Polartec
brand for Strategic Merger and Acquisition to Milliken Textiles '2021 World's Most Ethical Companies.'
●   Traveled extensively with the Key Account Team, Product Management, R&D and Operations to promote
'One Team' approach/cross collaborative teams that increased internal efficiencies, improved service and communication with all customers resulting in Global revenue increase to $141M.
●   Increased bookings 50% in 2021 with projected new growth of $30M during global pandemic and pivoted
from wholesale/retail focus to D2C Omni-channel approach with all Key Accounts.
●   Deployed successful joint marketing programs with combined social media platforms that drove 1 million core
outdoor enthusiasts to polartec.com to view new product trends that highlighted core outdoor/fashion brands
and resulted in strong sell through/sell-out opportunities for key premium partners utilizing digital assets.
●   Spearheaded efforts to develop new innovative products, promote eco sustainability that delivered new
revenue streams with D2C brands increasing $10M in new business in 2021 and eco-engineering expertise.
●   Integrated Polartec Flame Retardant activity within Milliken that supported $200M in annual sales.

VP North America

Identified new customer targets and promoted existing key accounts as long-term business partners which
resulted in increased sales for Mavic by 10% and Enve 20%. This supported revenue targets for key premium
global cycling brands, increased brand awareness and increased premium wheel market share to 60%.
●   Developed innovative cost effective marketing strategies: online training program with Backcountry.com,
event promotions, sports marketing, elite athlete endorsements, sponsored Crankworks in Whistler, BC. and athlete neutral support for many global events inclusive of the prestigious Le Tour de France & Paris Roubaix.
●   Improved strategic commercial business relationships in North America, Europe and Asia that resulted in long
term business partnerships. Superior service to all North American customers resulting in double digit growth.
●   Exceeded sales targets for eight straight seasons and became top global sales representative that accounted for
30% of global sales turnover and accelerated growth with all premium D2C brands and wholesale accounts.
●   Increased OEM sales from $15 million to $42 million in 8 years with global premium cycling brands.
●   Developed and implemented significant new product lines that increased earnings and diversified product lines
for the re-launch of Mavic's MY018/019 range and accelerated Enve's growth with international accounts.
●   Extensive travel domestically and internationally (Europe & Asia) to cultivate business relationships for long
term mutual success.

Commercial Director OEM Sales North America

●   Successfully managed the day-to-day operations and grew domestic hardgoods/softgoods sales 19%.
●   Selected by Mavic Board of Directors to lead the USA subsidiary during a critical transitional period.
●   Demonstrated ability to manage: 5 core business units, 10 direct reports, 25 independent sales representatives
and 5 company reps. Directly reported to the President of Mavic SA. Annecy, France.
●   Managed multiple business activities and leadership within the North American Aftermarket (AM) and Original Equipment Sales (OEM) along with Key Accounts and National Accounts.
●   Co-developed a new dealer direct program in Canada that developed $2M in new business and improved brand
visibility within the Canadian Market within 1 year.


●   Established business goals/targets to 10% EBIT and 15% Growth with 10 Key Accounts.
●   Reduced OPEX by -8% during this period and used cost savings for opportunity to take the Mavic Sales Team
to Mavic HQ in Annecy, France and tour the Mavic facilities, learn how the products are developed and manufactured, resulting in a highly motivated and cohesive sales team.
●   Received "Outstanding Leadership Award" during this period by the Mavic Board of Directors.
●   Highly respected by Mavic BOD and known as the "Face of Mavic" within the global cycling industry.

North American Sales Manager, Mavic, Inc.
●   Led Aftermarket Sales Team of 30 Sales Representatives and immediately increased sales via National and Key Accounts by 30% with Backcountry, REI and Colorado Cyclist.
●   Improved communications with internal and external Sales Team via proactive communications, sales targets
and key regional accounts that drove sales and greater brand awareness.
●   Identified regional areas in need of improvement and provided the necessary support and commitment leading
to Aftermarket Sales increase from $16.5M to $22M without additional headcount.
●   Worked directly with the CFO and Marketing Director on global marketing and sales strategies along with developing accurate sales forecasting and budgets.
●   Activated Commercial Excellence Program for all Sales Representatives that resulted in best in class service.

Interim Managing Director

Increased brand awareness for all 6 activities: snowboard, alpine skis, footwear, in-line skates, nordic and apparel via Trade and Consumer programs and development of full marketing communications programs
annually which resulted in 30% increase in sales. Launched Salomon's North American Web/Dealer locator.
●   Developed a new brand identity program that promoted new visual language and increased brand awareness.
●   Increased store traffic 50% to dealers by developing North American Web Site and dealer locator system.

Marketing Manager

●   Chairman of the Merchandising committee that set the direction of the brand.
●   Created Lego 'shop@home' program and first direct to consumer business model in 1996 generating $40M.
●   Developed a 'Shop in Shop' merchandising system that achieved over 200% sales growth for 5 years with national accounts, regional accounts and 6000 retail stores and initiated Lego company stores development.
●   Identified and established key partners and targeted key business objectives that resulted in Lego becoming the
10th most recognized brand in the world and Forbes list of top 100 World's most valuable brands.
●   Traveled to all North American and European Retailers and developed close working relationships with Field
Sales Representatives and cohesive team performance.

Creative Services Project Manager

Traveled to National and Key Accounts to promote the technical features and benefits of the brand that
resulted in knowledgeable staff that increased sales 25% and New Balance's unique point of differentiation.
●   Managed National Trade/Event schedule promoting a professional selling environment and brand awareness.
●   Developed creative sales promotion programs in conjunction with sales and marketing communications teams.
●   Sales turnover grew from $100M to $800M and positioned the company for future accelerated growth plans.

Key Account Sales Manager

(1985 - 1987)
●   First candidate accepted into a very demanding and extensive 2 year management training program for:
distribution, operations, purchasing, scheduling, customer service, sales and marketing.
●   Successfully completed the program receiving high performance evaluations and ability to adapt to any
business situation. Promoted to Key Account Sales Manager.

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larry burke: sales in York, Maine

larry burke

Merrimack College

St Sebastian School