Ralph Abdelhak: in Huntington Beach, CA

Managing the growth of over $100 million product line (Vinyl, ChlorFIT, JRG, Hycleen, HDPE, COOL-FIT), including product planning, new product development, pricing, product-specific marketing, sales support, product life cycle, forecasting, and strategic planning. • Leading cross-functional teams, quality management and support of existing product line • Managing the product launch process, product planning, and development of new products and promotions. • Managing short and long-range go-to-market strategic product planning, conducting competitive, marketing research and strategy and pricing analysis • Understanding and translating customer needs for the future-oriented design of the product range as well as managing the product range over the entire product life cycle • Managing product documentation and sales training of direct sales force and distributors • Interface with project stakeholders to ensure products meet the expected needs (customers, product managers, R&D, operations, product support, quality, compliance).

Managing the growth of $12 million product line including product planning, new product development, pricing, product-specific marketing, sales support, product maintenance, forecasting and strategic planning. • Managing short and long-range go-to-market strategic product planning, conducting competitive, marketing research and strategy and pricing analysis • Leading cross-functional teams, quality management and support of existing product line • Managing product launch process, financial justification, and development of new products and promotions. • Leading and managing distributors merchandising program from creation to execution throughout the country with over 50 branches • Managing product presentations and sales training of direct sales force and customers • Managing contractors and specifiers relationship including fields presentations, training, and marketing programs

Established a strategic business plan to grow a small business environment through creating and implementing successful sales and marketing solutions. Key functions include but not limited to: • Developed and implemented a product launch marketing plan. • Created and managed all marketing and communications material including print advertising, social media, trade shows, websites, product literature, event production and sales support materials • Conducted market competitive analysis reports & designed key marketing strategies to take share from the competition.

Senior Product Marketing Manager (2008-2012) Led marketing team responsible for growing a new portfolio of digital packing products by over $10MM in the first year reflecting greater than 15% growth annually. • Managed product-line lifecycle by creating and implementing product business plans; conducting benchmarking new product launches and assessing changes in competition and market trends. • Used market research to analyze, benchmark and generate competitive pricing and positioning strategies. • Developed close communication with the company headquarters in Japan and collaborated with OEM partners on product specifications, marketing support and product development.