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Director level marketing professional with over 10 years of progressive advancement in industrial and consumer marketing. Demonstrates a proven record of success in leading marketing strategy execution and managing multiple projects aligned to business objectives. An accountable quick learner with the experience and ability to hit the ground running.


Core Competencies
Branding and Brand development Marketing Strategy & Analysis Marketing Campaign Management Sales Readiness and Promotion Innovation & NPD Toll Gate Processes Marketing Campaign ROI Pricing Strategy Danaher Business System (DBS) Managing Budgets Product Lifecycle Management

Work experience

Aug 2010Present

Director of Marketing

Smith&Wesson (Security Solutions Division)

Reporting to the Executive Vice President with dotted line to the President. Responsible for the overall marketing strategy and outbound activities of a multi-million dollar security product and service provider. With a budget of $400K and a staff of four, developed and implemented tactical plans that brought order and direction to the marketing organization and increased brand awareness.

§Responsible for the generation of all marketing outputs including: divisional identification collateral, sales readiness tools, press releases, website development/search engine optimization, tradeshows, and multi-media.

§In 3 months time established new division ID and brand standards based on customer research; leveraged the new look and feel by increasing outbound marketing activities tied to strategic vertical markets and events.

§Recruited and cultivated a Business Development team to aid sales efforts, promote the organization in industry segments, and assist clients in the development of site specified products.

§Utilized process based management tools to map out, complete, and communicate budgets and plans.

Mar 2010Aug 2010

Vertical Market Manager

Cooper Industries (Cooper Interconnect Division)

Reporting to the Global Product Line Manager. Responsible for identifying, developing, and initiating key vertical marketing campaigns. Additionally responsible for P&L for mining product lines including: Quic-Lok™, Limberoller® and Ovals & Rounds; as well as legacy product lines including: ECC, Pendants, Twist Lock, and Press Safety.

§ Implemented strategic marketing standard work to define target markets based on organizational fit and attractiveness, communicating results to leadership with suggestions on markets to address.

§Defined Goal Development Plan (GDP) objectives and Key Performance Indicators (KPIs) to ensure launch success, including product mix, robust sales readiness program, channel definition/sales strategy, market pricing, and New Product Development (NPD) to fill Innovations funnel.

§ Accountable for Mining, Wind Energy, and Industrial Automation vertical marketing initiatives with $50K budget with goal of $3M incremental revenue for 2010.

Oct 2007Mar 2010

Product Line Manager

Cooper Industries (Cooper Interconnect Division)

Reporting to the Global Product Line Manager. P&L responsibility for Cooper’s Industrial Automation product lines including: Miniature™, Micro-miniature, Network Products, SoftPower®, and Molded Mil-D-5015 connectors used in factory automation, industrial communications and robotics applications. Developed and executed tactical plans that resulted in share and EBIT growth in down economy.

§ Utilized VOS/VOC to spearhead a comprehensive literature and website update 

      to support sales efforts and help shorten sales cycle; launching two new catalogs,

      CI Advantage sales tool, and multiple brochures in 2009.

§Lead strategic product manufacturing move to the Nogales, Mexico facility

      resulting in 23% margin growth. Further expanded product line growth via SKU

      rationalization and NPD opportunities through toll-gate process to redefine product


§Managed regulatory and third party listing activities to ensure products are within

      specified requirements.

§Responsible for organizational marketing strategy shift from product specific to

      segment specific marketing campaigns and initiatives.

Oct 2006Oct 2007

Innovations Manager

Shell Oil Company (Global Car Care Division)

Reporting to the Director of Innovations. Responsible for Shell’s innovations in the retail performance chemical category, resulting in $3 million in first year sales success. Developed and executed brand line extensions primarily for: Gumout™, Fix-A-Flat™, Slick 50™, and Shell V-Power™.

§ Identified various 2008 and 2009 new product potentials, coordinated consumer

      testing, and communicated “best” concepts to brand and leadership team to begin

      the toll-gate process.

§ Assembled and lead multiple cross-functional teams from product ideation through

      development to deliver industry leading innovations and product platforms.

§ Working through an NPD toll-gate process, created a robust pipeline of new

      product and packaging ideas with a 40% margin expectation by outsourcing to low

      cost countries.

§ Worked with Brand Managers to develop sales training, POS sell sheets, and

      Plan-O-Grams for major accounts.

Dec 2004Oct 2006

Market Development Manager

Texas Instruments (Graphing Calculator Division)

Reporting to the Director of Market Development. Responsible for the marketing efforts of TI’s graphing calculator division through retailers and educational distributors. Developed and executed marketing plans and initiatives aligned to business objectives with an annual budget of $1.2 million. Accountable for printed literature and marketing materials including direct mail, website content, tradeshow graphics, PR, and company communications.

§ Led the creation and implementation of a major national marketing campaign that

      involved the conception and execution of targeted print and collateral pieces, the

      trade show style customer event, and marketing surveys/follow-up activities

      resulting in an increase of 5,000 hands-on customer interactions.

§ Ensured alignment of national marketing activities with sales team and big-box

      promotions resulting in a 50% repeat purchase metric.

§Management of cross functional teams that included public relations, creative

      agencies, office of educational policy, and product development.

§Implemented return on investment measurement into all marketing campaign

      activities resulting in a better understanding of successful marketing initiatives,

      promoting continuous improvement, and $500 million in annual sales revenue.

Jan 2000Dec 2004

Brand Manager

Pentair (FilterSoft Brand)

Reporting to the Marketing Director. Responsible for establishing strategic brand growth through market analysis, new product development and introduction, and direct mail awareness campaigns in a manufacturing environment that included a comprehensive product mix.

§ Led the overall marketing direction through a network of domestic and worldwide

      distributors, including the development of an entrance strategy for European

      Community and Asia-Pacific Rim, resulting in an 18% increase in revenue.

§Conducted dealer seminars and organized tradeshow offerings to educate dealer

      sales teams on product attributes, technological advances, and consequential

      increased profit margin advantage.

§Redefined the branding message, implemented electronic based CD-ROM

      product catalog and advertising material, and worked with the IT team to define E-

      Commerce methodology including: web-site development, firewall protection,

      criteria definition, on-line ordering, graphic design, and statistical analysis


§Negotiated all purchasing agreements and exclusivity contracts for international

      and domestic dealers.

Sep 1997Jan 2000

Operations Manager


Reporting to Director of Operations. Responsible for providing production leadership, inventory management, marketing and engineering support, and human resource development.

§Worked from corporate strategic objectives and goals to initiate, develop,

      implement and improve core business and manufacturing processes resulting in a

      13% increase in profit from operations.

§Accountable for plant-wide leadership of approximately 200 full time salaried and

      hourly associates.

§Communicated weekly/monthly meetings: presenting P&L results, reinforcing

      strategic objectives, quality metrics, performance to forecast, and overall efficiency

      of the manufacturing process.

May 1994Sep 1997

Production Supervisor

Delphi Automotive Systems

Reporting to the Production Superintendent. Responsible for providing production leadership and human resource development, within a union environment, for a Tier 1 automotive supplier.

§ Refined workload scheduling to maximize productivity and minimize resource


§Led teams of 32 full time manufacturing associates to meet production goals.

§Designed and implemented a standard work instruction program for machine

      change out, increasing productivity and the amount of quality parts produced. The

      procedure was implemented plant wide resulting in meeting the goal of 30%

      facility waste reduction.


Hobey Allen

“I had the pleasure of working with Mike on a number of sales and marketing projects while at Smith & Wesson Security Solutions, formerly Universal Safety Response. He is a well accomplished professional with tremendous insight as how to create brand awareness in numerous vertical markets. Mike is insightful, creative and intuitive while at the same time adhering to regimented financial principles. If you have an opportunity to snag Mike to run your marketing team; consider yourself quite fortunate.”

William (Bill) Miller

"Mike is a visionary, strategist and good tactical planner. He is never satisfied with status quo and seeks better solutions for customer problems/issues. Mike has consistently demonstrated good analytical skills and uses facts to support key decisions. He demonstrates a high level of creativity and is a person you can rely on. Mike has always been very supportive for his supervisor and peers. He is a great role model and mentor. It is my privilege to work with Mike."

Julie Walsh

“I am not often 'wowed' by a candidate, but after interviewing Mike I knew we had the fill for our Director of Marketing position. Mike has done a great job for our Marketing department and the company as a whole. He's bright, knowledgeable and very good at what he does. It's been a pleasure to work with him.”

Harley Johnson

“Mike worked with me directly on Innovations at Shell Oil in our consumer packaged goods group. I highly recommend Mike due to his initiatitive, tenacity and business savvy. For the calendar year of 2007, all of our divisions new products came from Mike. Please contact me directly with questions at [email protected] Thanks, Harley Johnson Sr. Brand Mgr Shell Consumer Goods” June 3, 2009

Steve McQueen

"Mike is a responsive detail oriented product line leader. He is instrumental in supporting me and my team in a very fast paced and competitive marketplace. Mike positions himself as a leader in our company."

Jim Webster

“I had the pleasure of working with Mike and was his line manager. He was a great asset to my team and exuded creativity, poise, inquisitiveness and tenacity. Mike displayed stellar end-to-end thinking by developing solid strategies, mitigating risks by foreseeing potential pitfalls and developing solid tactical plans on all of his projects. He also showed excellent leadership skills, effectively leading cross-functional teams in developing and launching new product initiatives.” June 9, 2009

George Anthony

“Mike has an excellent marketing mind and has shown a high dedication to his work. He has made many significant contributions at a high level at Cooper Industries regarding the expansion of existing products and in the creation of new ones. He has also forged a new direction for the marketing department in understanding and harvesting of new markets. He is an exceptional leader.” November 25, 2009

Jay Litsey

“Mike is a professional marketer who pursues his work thoroughly and completely. Mike strikes a good balance between strategic assessment and reasoned implementation. Mike was a pleasure to manage and demonstrates maturity in a corporate setting.” June 4, 2009




Extra Curricular Activities

Marketing Strategy Examples




University of Maryland University College


Westminster College