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Experience, Leadership, Vision.....Results!

I am a proactive leader with over thirty years experience in the landscape and green industry in senior management roles with some of the largest companies in the industry. I have experience not only in sales and operational management, but also in the development and execution of marketing and advertising programs. Along with my leadership and management abilities, I possess the necessary knowledge, skills, and values necessary to make immediate, and long term contributions for any growth oriented mid to large size company.

Here are some of my career accomplishments:

  • In my first two years at Greenleaf Landscaping, with new marketing programs and developing new production and office systems, I increased top line revenues each year by $500,000.
  • By implementing new production methods and training systems as Director of Operations at Lifescape Associates, I was able to increase company wide profits by over $350, 000 from 2008 to 2009.
  • In my first seven months as Branch Manager at TruGreen LandCare, I improved the year over year operating profit by over $392,000 for the Lombard/West Chicago branch. I positioned the branch for a $1 million improvement in operating profit for 2007 compared to 2006.
  • While still managing a $10 million landscape branch, I started the Design/Build division for Acres Group. Within two years the division grew from $0 to over $1.8 million.
  • As both Vice President and Facility Manager for Acres Group I was responsible for all operations including finance, sales, marketing, production and personnel, which included over 150 employees.
  • Due to my leadership, communication and management skills I was able to increase the top line revenue of Acres Group at the Roselle branch in 2005 by over 10%, helping lead the company to its most profitable year in its history.
  • Throughout my career I have always stressed and built teamwork, coordination, training, employee development, and motivation to meet and exceed corporate goals and objectives. These skills and abilities were instrumental to winning the Presidents Trophy at Acres Group from 2004 through 2005 as the most successful branch in the company.

Work History

2013Present

President/Sr Consultant

Cross Points Consulting Group

Cross Points Consulting Group is a Green Industry consulting firm focused on helping businesses solve the complex challenges and decisions facing their company today. With over 30 years of leadership experience in the Green Industry, the consultants at Cross Points Consulting Group are prepared to help our clients to maintain and achieve successful businesses with financially and operationally sound practices. We offer advice and support for every process and structure within your company – from short-term solutions to long-term goals.

20102013

General Manager

Greenleaf Landscaping, Inc
  • Develop all operating systems and processes within the company to meet and exceed performance and financial goals.
  • Manage and lead all company staff in day to day operations of the business.
  • Formulate and execute all marketing and advertising programs.
  • Recruit, hire and train all new staff.
  • Manage all financial functions of the company including budgets, P&L's, and asset acquisitions. 
  • Developed acquisition plans for acquiring three independent companies in 2011 and 2012. Oversaw the integration of the purchased companies assets, personnel, and customers into Greenleaf's systems and procedures.
  • Structured new marketing plan to develop new sales area in the northern region of the Indianapolis Market in 2012. Included staffing all sales and production staff needed to meet goals. Resulted in a first year sales in this territory of $550,000.
20082010

Director of Operations

Lifescape Associates, Inc.
  • Implemented new operational procedures that increased company wide profits by over $350K from 2008 to 2009.
  • Started maintenance division in 2008. Recruited and trained all new employees, developed all bidding systems and sales guidelines.
  • Improved YTD gross margin by over 9% from 2008 to 2009.
  • Developed new operations SOP manuals for both Design/Build and Maintenance divisions.
  • Managed and led all operations divisions including issues from recruitment to terminations.
  • Formatted and negotiated company wide purchasing agreements with all vendors.
  • Developed new sub contracting agreements and procedures, resulting in a 100% increase on sub contracting margins.
  • Managed high-end custom projects that included: pools, spas, carpentry, tennis courts, masonry, irrigation, lighting, outdoor kitchens, fireplaces, and water features.
  • Instituted a new project close-out and after care processes that resulted in a 98% customer satisfaction rating.
20062008

Branch Manager

TruGreen LandCare
  • Improved management staff retention by over 25%.
  • Reduced YTD direct labor cost by over 6%.
  • Developed snow bidding templates and estimating guidelines for all regional branches.
  • Responsible for control of all budget line items and managing the branch P&L.
  • Approved all proposals and new sales contracts.
  • In just the first seven months of 2007, I had improved the YTD operating profit by over $392,000 compared to 2006.
  • Improved YTD gross margin by 6% from 2006 to 2007.
  • Managed all divisional personnel issues from recruitment to terminations.
  • TruGreen is the largest company in the Green Industry from the Lawn & Landscape Top 100 rating, and is a subsidiary of ServiceMaster Co., a Fortune 500 company.
20052006

Vice President, Design/Build Division

Acres Group Landscaping
  • Divisional manager of all operations, production, sales, finance and personnel. Acres Group is a Lawn & Landscape Top 100 company.
  • Increased Design/Build sales by over 50% from 2005 to 2006.
  • Developed all divisional fiscal budgets and the long-term (2-3 year) forecast budget.
  • Developed and implemented all divisional standard operating procedures and processes.
  • Managed and led all divisional personnel issues from recruitment to terminations.
  • Developed all the marketing and advertising programs for the division that included newspaper advertisements, web site, home show displays and other programs.
  • Led the company college recruitment programs and career fairs at various colleges and universities including Michigan State, Purdue University and local junior colleges.
  • Was the company representative at various PLANET and ILCA functions including sponsoring and judging student competitions. I also wrote the competition scenario, and was a judge for, the sales competition at the 2006 PLANET Student Career and Competition Days at Brigham Young University in Provo, Utah.
  • Developed all the estimating and bidding programs for the Design/Build division.
  • Developed all forms and documents used within the division including; lead entry forms, proposal templates, service and follow up tickets, and many others.
  • Developed a lead tracking and sales forecasting system that tracked each salesperson's sales activities, estimated a two month sales projection, and documented all leads and sold projects by their marketing source.
  • Active in many association and networking groups including a leadership position in the MyHomeSource.net marketing group. Used membership to negotiate savings of up to 60% on many forms of media advertising and marketing programs.
20042006

Branch Manager

Acres Group Landscaping
  • Managed all facility based operations and personnel. Top line revenue for the Roselle facility was over $10 million and included divisions in maintenance, snow, design/build and commercial installations.
  • Responsible for leading, supporting and managing over 10 direct report positions and managed a total of 150+ employees within the branch.
  • Managed the branch's snow operations, which were over $3 million annually and would utilize over 400 operators, sub-contractors, and laborers for each full snow removal event.
  • Developed operating budgets for all divisions within the facility.
  • Negotiated various support contracts for the company resulting in net savings of over $10,000 per month in 2005.
  • Started the Design/Build division in 2005. Top line sales for the Design/Build division went from $0 in 2004 to over $1.2 million in 2005.
  • Developed the compensation structure for all positions within the Design/Build division.
  • Increased the Roselle commercial division's profit by over $300,000 from 2004 to 2005.
  • Managed the most profitable snow division within the company from 2004 to 2006.
  • Was a member of our company's legislative contact team that met with our congressional representatives on H2B legislation.
20022004

Midwest Regional Sales Manager

Laguna Water Gardening/RC Hagen Corp USA
  • Managed and grew dealer accounts through our distributor network. My accounts included some of the largest hardware and nursery chains in the country including: Ace Hardware, True Value, Do It Best Corp, Menards, Franks Nursery & Crafts, and English Gardens.
  • Trained dealers' employees on water gardening techniques through training seminars.
  • Presented water gardening seminars to the dealer's customers.
  • Participated in over 15 industry and distributor trade shows per year including the National Hardware Show, Ace Dealer Show, and the Do-It Best National dealers convention.
  • Worked with the regional independent representatives to increase dealer sales.
  • Laguna is a subsidiary of RC Hagen Corp, a $500 million multinational manufacturing company in the home, garden and pet industries.
19972002

President, Owner

Stroub & Associates Inc.
  • Managed all levels of company including sales, finance, operations, and marketing.
  • Developed all operational procedures and processes for the company.
  • Developed all marketing programs and materials including sales brochures, newspaper advertisements, postcard mailers, web site, and company logo.
  • Negotiated all vendor and supply contracts and purchasing agreements.
  • Over 75% of the company's customers were from referrals or were repeat customers.
19901997

Senior Salesperson and Landscape Designer

Green View Landscaping
  • Lead commercial salesperson for the Chicago division from 1995 to 1997.
  • Managed and supervised Landscape Architects and Designers.
  • Trained new salespeople on procedures, estimating programs and computer systems.
  • Managed the computer based estimating program for the Chicago division.
  • A Lawn & Landscape Top 100 company.

Marketing/Advertising

Skills

Social Media
Developed social media sites and incorporated them into overall marketing programs. Blog writing to enhance customer engagement and position companies as the educated leaders in their markets. Develop social media listening & monitoring systems to provide engagement opportunities to increase sales pipeline. Increased customer satisfaction ratings and provided top of class service by using social media sites as pro-active engagement systems.
Sales Leadership & System Management
Structuring sales processes and incorporating goals and quotas into sales management systems. Providing sales leadership and mentoring to sales staff for achieving and exceeding both individual and company sales goals. Recruiting of sales staff and providing successful training systems and onboarding processes. Incorporating technology systems to increase sales efficiencies.
Business Intelligence & Data Analytics
Microstrategy, Tableau Software, Analytic Systems, Business Analysis for Operations and Sales/Marketing
Business Intelligence and Analytics
MicroStrategy, Tableau, Data Visualization and Analytics
Acquisitions
Valuations of companies and implementing acquisition programs for highest ROI's at minimized cash investment levels. Three successful company acquisitions in 2011 & 2012.
Process & System Improvements
In 2008 at Lifescape Associates I developed new operations SOP manuals for both the Design/Build and Maintenance divisions. These SOP systems led to over a 9% increase in company wide gross margins in 2009. While the V.P. of the Design/Build Division at Acres Group, I developed a lead tracking and sales forecasting system that tracked each salesperson's sales activities, estimated a two month sales projection, and documented all leads and sold projects by their marketing source.
Turnaround / Change Leadership
In 2009, Even with a decrease of top line sales of 36% and individual projects discounted by over 4%, I was able to increase Lifescape Associates year end net profits by over $350K through ny leadership abilities and implementing my new production methods. In my first seven months as Branch Manager at TruGreen LandCare, I improved the year over year operating profit by over $392,000 for the Lombard/West Chicago branch. I positioned the branch for a $1 million improvement in operating profit for 2007 compared to 2006.  
Accounting, CRM and Estimating Systems
JD Edward, Great Plains CRM, ACT, QuickBooks Pro, SLICE, Axapta, Asset, Real Green and LYNX
MS Office Suite
Excel, PowerPoint, Word, Project, Visio, Front Page website production, Photoshop, Outlook

Project Examples

Design/Build

Commercial Construction

Commercial Maintenance

Awards

Design Examples

Experience

Sales and Financial Reports

Education

Calvin College

Computer Science

Ornamental Horticulture

College of DuPage
  • Landscape & Turf Management Certificate
  • Landscape Design & Construction Certificate