Strategic Planning / Market Penetration / Cross-cultural Leadership


Analytical, goal-driven Senior Marketing & Sales Specialist with a solid track record of successes identifying and capitalizing on industrial & commercial market potential for specialty chemical adhesives, sealants & coatings in Western Canada & Asia Pacific. Leading-edge industry change agent with a venerable reputation for devising transformative turnaround strategies for flagging business units and rapid growth strategies for new enterprises.

Possesses an astute understanding of best practices in the complete product development, positioning, marketing and sales continuum. Superb ability to analyze market dynamics, customer demands and competitor activities, and position a company’s product and service offerings to take advantage of niche markets and emerging opportunities. Collaborative and inspirational leader with a proven ability to unify cross-functional and intra-regional cultures to optimize team performance.

Core Competencies include:

• Strategic & Tactical Planning

• Markets Analysis/Segmentation

• Key Customer Retention

• Cross-cultural Leadership

• High Impact Presentations

• New Product Launches

• Budgeting/P&L Management

• Channel/VAR Networks

• Brand Development

Work History

Work History


Peter Gray Consulting

Established this interim consulting practice to assist businesses with new concepts to penetrate and capitalize on Asia’s market potential.

Dec 2006 - Feb 2008

Sales & Marketing Director Asia Pacific

IPS Corporation Weld-On

Originally retained as a contracted consultant for this American manufacturer of industrial & commercial adhesives following build-out of a China plant to devise & implement strategic business development plans for Asia Pacific. Hired internally in 2007 due to insightful research and decisive action plans.

  • Spearheaded and oversaw infiltration of Weld-On plumbing adhesives into irrigation, industrial, commercial & residential construction market segments of the Asia Pacific region, as well as structural methacrylate OEM adhesives into the composites automotive & auto-accessories, transportation, marine & general manufacturing segments.
  • Produced a state-of-business analysis and Chinese market audit within first 90 days with IPS, identifying several areas of business in which the company’s local knowledge required enhancement (e.g. product development, price positioning & value propositioning, supply & distribution channels, raw materials procurement).
  • Architected a rapid growth strategy and cohesive plan to elevate the company’s regional profile, emphasizing

oNew product development & optimization of local resources.

oExpansion of effective distribution channels via tactical networking, & professionalizing marketing, sales and customer service techniques.

  • Designed an in-depth retraining program for China-based Sales Staff, leveraging a personally developed model for professional selling to lend consistency and structure to the IPS sales approach, focusing on target customer selection, keen diagnosis of customers’ needs, value-creation propositions, and polished presentations.
  • Collaborated with key influential distributor to obtain Beijing Ministry of Security approval for new products that will deliver incremental revenue of up to $2.5M annually.
  • Steered customization of new products to Chinese market characteristics,using detailed competitor analysis to define value propositions that distinguished products from other offerings in a highly competitive market landscape, and targeting private label agreements with SE Asia & China-based companies to optimize capacity and accelerate revenue growth.
  • Augmented visibility for the company by leading & attending key trade shows, exhibitions & conferences throughout the Asia Pacific Region.
  • Created all marketing collateral, sales support & customer/channel training materials.

Key Achievements

  • Accelerated IPS’ revenue growth to hit a break-even point for China unit within 1 year of expansion.
  • Initiated critically needed cost-benefit analysis to inspire confidence in Chinese suppliers among IPS Executives previously reliant on high-cost finished goods, raw materials & packaging imported from the US.
  • Catapulted market share from 3% to 13% during tenure by developing insightful strategies to capitalize on opportunities and chart a course around the challenges inherent in the Asia markets.
Jan 1991 - Mar 2006

Progressive Roles

ITW Perfomance Polymers & Fluids

Initially hired to manage the Western Canada region of this worldwide specialty chemicals adhesive, sealant & coating manufacturer (a $1B division of Illinois Tool Works Corp.) serving end markets including industrial MRO, general manufacturing, construction, automotive OEM & aftermarket, transportation, marine and DIY consumer/hardware. Groomed to establish the company’s foothold in the Pacific Rim as a Regional Manager; subsequently parachuted into a Business Management position to help the company navigate the era’s volatile Asia financial crises.

Key Brands: Devcon MRO/Coatings, Plexus OEM Adhesives, Versachem Automotive Sealants.


  • Directed Regional Manager, Accounting Team, and Sales Staff for this medium-sized distribution business operating in 8 Asia countries, with core accountability for plans and activities in finance, sales & marketing, administration, channel networks, and customer development & retention.
  • Spearheaded the creation & deployment of a turn-around strategy repositioning the fragile, formerly consumer product-oriented business unit to exploit more profitable, sustainable, & relatively low-risk industrial & commercial markets with fewer local competitors.
  • Developed brand image overhaul based on astute analysis of rapidly-changing value drivers to identify customer value points, positioning ITW as a company with strong heritage and innovative solutions to optimize principal industrial, consumer, and automotive aftermarket segments.
  • Prudently oversaw business unit’s operating budget, consistently exceeding planned operating revenues and income.
  • Facilitated investment options analysis by identifying, qualifying and quantifying key acquisition opportunities and furnishing the Acquisition/Due Diligence team with relevant market intelligence.

Key Achievements

  • Rapidly transformed the unit’s flagging performance, providing the strategic leadership and direction to turn a $180K deficit to a $50K profit within one year, and increasing operating revenues by 180%, and ROS to 17% throughout tenure.
  • Orchestrated design & implementation of a multi-channel marketing strategy drawing upon direct selling activities & distribution partnerships, trade shows & industry publications, brochures, catalogues, and website development.
  • Stepped up to the challenge of rebuilding industrial MRO distribution and service networks fraught with bankruptcies, cultivating partnerships with synergistic distributors and facilitating distributor product & sales training capturing 17% of a new Chinese market and increasing overall Asia market share from 3% to 25%.
  • Identified, trained, and developed new speciality channels, drawing upon end customers’ recommendations building distribution network to 9 premier companies with coveted access to target end customers.
  • Recruited and coached the China-based Sales & Marketing Team after office establishment, creating and delivering a trailblazing professional selling process allowing sales staff to more efficiently isolate and close target customers & distributors, retaining hands-on involvement in large, high-priority accounts.
  • Retooled the company’s accounts receivable practice establishing new policies that recovered the vast majority of uncollected receivables, exponentially improving DSO and cash flow.
  • Collaborated with Financial Controller to steer implementation of a streamlined ERP system integrating accounting, inventory, and sales activities for cross-functional and holistic company intelligence.
  • Harnessed relationship management acumen to develop new MRO business with petrochemical, refinery, oil & gas, steel manufacturing, utilities and mining customers including Singapore Petroleum, Pertamina, Petronas, China Steel, Sinopec and Lepanto Mine. Created new DIY/MRO market via launching products and techniques to refurbish heavy industry processing equipment offering customers a cost effective alternative to replacement.
  • Launched new advanced Plexus OEM products with marine, transportation, construction, and auto/auto-accessories customers including Shanghai GM, Dian Kreatif Composites, Proton, Aeroflex International, Cobra International, and Exide Battery. Established leadership position and strong platform for growth in structural adhesives category despite pricesthat were 50-100% higher than competitors’.
  • Cultivated 40% revenue growth by expanding Versachem auto-aftermarket distribution network and attracting new customers in emerging markets including Philippines, Indonesia and Thailand.


  • Provided sales & marketing direction and support to 4 Regional Managers and 10 Sales staff, with commercial operations in Japan, S Korea, Singapore, Australia, and New Zealand with annual revenues of $7M.
  • Successfully launched sophisticated, high-value products previously only sold in North America realigning Pacific Rim Sales Team’s strategies to capitalize on industrial sales opportunities in the MRO petrochemical, oil & gas, refinery, utilities, pulp & paper and mining industries, increasing revenues by 12%.


  • Achieved revenue growth of 67% through expanding industrial distribution network and penetrating new customers including Trans Alta Utilities, Shell, Chevron, Syncrude Petroleum, BC Hydro, Alcan Aluminum and Highland Valley Copper.




Berne University of Applied Sciences


Flinders University of South Australia