Sharon Vessels

Sharon Vessels


A classically trained marketing executive with over 20 years of domestic and international experience in consumer and B2B segments.  Expertise includes channel marketing in retail and wholesale channels of distribution, product development, integrated marketing communications plans and the ability to develop and lead high performing teams.  An executive with high energy and a positive attitude.

Experience Summary

  • Consumer, Contractor and Specifer Key Influencer Marketing
  • Strong Technical Aptitude
  • Product Knowledge Training Development and Implementation
  • Category Management
  • International Sales and Marketing Experience
  • Market Research
  • Digital Marketing Expertise including SEO, Social Media, PPC, Integrated Marketing Strategies
  • Advertising/PR

Work experience

Work experience
Mar 2006 - Present

Director of Marketing

NDS, Inc.

Responsible all aspects of strategic and corporate marketing for this private equity holding that is a leading manufacturer of residential and commercial drainage systems, drip irrigation products and water management devices.NDS goes to market through traditional wholesale distribution and sells direct to major retailers such as Home Depot, Lowes, Menards and the Co-ops.As the senior marketing executive reporting to the CEO, I have responsibility for all aspects of product management, marketing communications, channel marketing and corporate marketing functions.

  • Identify and develop highly targeted marketing programs to key influencers such as homeowners, contractors and specifiers for all product lines
  • Developed strategic marketing plans with the sales team to leverage retailer marketing tools to sell in new products, train store associates and create in store merchandising to pull through sales (POS).Program resulted in a national rollout at Lowe’s for a drip irrigation conversion product which represented a 50% increase in net sales for 2011.
  • Developed integrated marketing programs to support 2 core initiatives that included SEO and PPC strategies;integration of lead management with CRM and email marketing campaigns.Utilized highly targeted trigger marketing campaigns to build organic database of key influencers for future marketing campaigns.Database grew by 300% in 3 months.
  • Identified and implemented Marketo, an automated lead generation tool, that led to lead conversion rates of 40%+ for users of this technology.Key initiative sales attributed to the lead generation program represented 19% of net sales in 2011.
  • Co-develop strategic marketing plans with sales group to identify best return on investments in terms of lead generation, qualification and call to action by targets.\
  • Manage the career and development of 5 departmental managers responsible for product management, marketing communications and channel marketing.Total department size of 13.
  • Direct activities of advertising agency to execute the strategic plan;use of key ad agency for primary development of PR and creative – use smaller vendors for execution to reduce spending and maximize quality of work.
  • Completed full market studies and conduct market research with key influencers for new business and product development.
  • Worked with director of engineering to implement tollgate product development process that reduced time to market by 80% by reducing project load and increasing focus / priority on high return projects.
Oct 2005 - Dec 2006

Director of Marketing and Strategy

MonierLifetile, LLC (MLT brands) Division of Lafarge Building Materials and Boral Roofing

Responsible for the development of all marketing & product plans for the market leader in concrete roof tiles.Organized, planned & directed the marketing initiatives including development of the key competitive advantage that will allow this commodity product to be a preferred brand in the market.MonierLifetile is a joint venture of Lafarge Building Materials of France and Boral Industries

  • Developed corporate pricing strategy that incorporated market research to determine price elasticity of specific product categories that allowed the company to price for higher profitability for preferred products.
  • Led the development of an econometric model that was used to predict market success based on a variety of independent variables.The model was used to successfully solicit funding from the Board for 3 new plants.
  • Provided direction to and coordinate market research activities to identify market size, consumer trends, usage and attitude of brands, and conjoint analysis to evaluate multiple dimensions of product evaluation.
  • Proposed and directed development of new products and propose revisions to existing products targeted to meet the segmented opportunities within the commercialization process.
  • Worked with counterparts in Germany and France to develop roof system component business development to include all aspects of product development and sales/marketing strategy.This was a $15MM business within 18 months of launch.
Jan 2004 - Oct 2005

Business Unit Leader, Fluid Management Systems

Fluidmaster, Inc

Led the Fluid Supply Systems team for Fluidmaster, a national leader in toilet repair products.The business unit teams were accountable for BU P&L, to the contribution margin level, as well as top line sales volume.The team consisted of an engineer, finance manager, procurement manager and led by me.Team was responsible for development of full marketing plan including sales strategies to penetrate new markets.

  • Led the team to change our business unit name from connectors to fluid supply systems;this allowed us to identify more opportunities for our product and develop new products that met a larger market need than a simple connector.
  • Developed sales and marketing budget;forecasted profit variances based on expected fluctuation in raw materials (mainly copper and stainless steel).
  • Identified two new markets for the fluid supply systems team – retail electronics (home appliances) and automotive (fuel lines).
Jan 2003 - Jun 2004

Director of Marketing Professional Businesses

RSI Professional Building Products

RSI is a market leader in bath vanities and cultured marble countertops.  I Directed all marketing activities for the development and launch of a new cabinet and countertop product line for single and multi-family new construction distribution channels. 

  • Team leader on product development team for new countertop surface launch into new construction.  Team launched an existing product line configured into a discrete sku line-up and launched within 6 months of conception.  Bid over $1MM in countertops within 1 month of launch with 29% margin for the company.
  • Identified new engineered stone materials that target mid price point countertop market.  New top costs 40% less than natural stone; costs 10% more than the mid price point countertop material; increases average selling price for retailers and builders; gives consumers attractive alternatives at affordable prices.
Jan 1999 - Jan 2003

Category Sales Manager, Retail Channels

Avery Dennison

Led category management activities in the retail channels of distribution for the Office Products North America Group.  Conducted category management analysis by recommending product mix, improving retailer / Avery profitability through POS data analysis, promotion plan development & post analysis, and also leading various merchandising initiatives for consumer education

  • Co-developed, presented and executed retail marketing plans for Office Superstores (Staples, Office Depot, OfficeMax) and Mass Discounters such as Target, Wal-mart and Kmart.  Each plan incorporates product strategies, pricing strategies, promotion and shelf presentation plans.  Total sales dollar responsibility approximately $700MM.
  • Led the first customer focused Six Sigma Black Belt project for the retail channel of our business that will result in a 30% reduction in restocking time at the point of purchase.
  • Improved the profitability of all major retailers by an average of 4 gross margin points in one year of shelf management analysis
  • Led the development of a fast track product line that was developed and launched within 60 days generating over $250M in the initial pipeline fill.
Oct 1996 - Jan 1999

Group Marketing Manager

Black & Decker Corporation, Security Hardware Division

Managed the development and implementation of strategic marketing plans covering channel marketing, marketing communications and marketing services for the Kwikset Door Hardware division of Black & Decker.

  • Managed the development and implementation of strategic marketing plans covering channel marketing, marketing communications and marketing services for the Kwikset division of Black & Decker.
  • Managed $21 million marketing budget that included co-development of corporate print and television advertising, trade shows and PR.These plans were developed with input from the Group Product Managers.
  • Co-developed, with sales, the commercialization plans for all new product launches.Plans included merchandising, packaging, collateral material development, national account presentations 9 months prior to launch, recommended planogram, field execution plans, and promotional support.
  • Identified alliances with strategic manufacturers that resulted in incremental sales and improved leadership position of the Kwikset brand name.Such alliances were formed with Stanley Doors, Premdoor Interior Doors and Genie Garage Door Openers.
Nov 1994 - Oct 1996

Retail Marketing Manager

The Toro Company,

Prior to being purchased by The Toro Company, the company was James Hardie Irrigation. Responsible for the commercialization of do-it-yourself irrigation products through the retail channels of distribution. 

Jan 1988 - Nov 1993

Retail Marketing Specialist

Stanley Door Systems, A division of The Stanley Works

Responsible for the retail marketing of all products sold through retail and wholesale distribution, for the marketing leader of steel entry doors, garage door openers, garage doors and gate operators.