Craig Sherrett
MARKETING EXECUTIVE
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Over 16 years of marketing management experience in building products industry.
Over 20 years of creative and innovative advertising in all production media.
In-depth knowledge of all building product distribution channels.
Creates and manages design teams in a deadline oriented atmosphere.
Manages multiple ad agencies & staff to developing consumer branding & advertising.
Manages multi-million dollar budgets for multiple product brands.
Develops/implements advertising in all media: On-line, interactive, print, television, & radio.
Develops sales support programs for Home Center, Dealer, and Contractor customer base.
Works with cross functional teams to develop business strategies and marketing plans.
Proven sales management Development of effective wide area network of company and independent representatives promoting products and services of architectural design firm.
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Accomplished communicator Expert writer, communicator and blogger. Develops insightful articles for comprehensive PR campaigns. Efforts resulted in tenfold increase in online traffic.
Proven brand managementMore than 12 years of brand management experience in retail home improvement environment that includes Home Depot and Lowes. Executive marketing manager of 6 different brands that included 3 different product lines and three separate distribution channels.
Ideas that workRetooled entire Lowes store set/plan-o-gram for current employer to bolster higher turns, improved GMROI and counter act low cost competition. Test launch February 2006 resulted in 57% increase in same store sales and VENDOR OF THE YEAR honors.
Long term industry relationships Ten years of Home Center experience with Lowes & Home Depot marketing and positioning Veranda decking, Severe Weather railing and Relia-Bilt replacement and new construction windows.
Sixteen years marketing communications experience... from plastics extrusion to major Home Centers, to director of marketing for the nations number two producer of composite decking and railing systems.
A proven track record in reducing costs... in just five months reduced marketing costs by 25% while sales were expanding 28%.
Innovative and creative... expert in all phases of media creation, graphic design and communication methods.
A skilled manager... managed a 5-person marketing department managed ad budget exceeding $3.5 million per year. Managed to budget in each year of management reporting responsibility.
An accomplished diplomat... highly effective with both administrative, vendor and customer personnel in all channels of distribution.
An established reputation... known for being a highly motivated achiever of even the most difficult sales, marketing and management tasks.
Leveraging skills in brand management, store merchandising, product development and market strategy, my expertise supports company sales objectives through all distribution channels including Big Box retail, wholesale, two-step distributor and specialty dealers. A 24-year career encompassing a wide variety of companies - manufacturers, distributors and designers consists of leadership roles with internal teams and outside vendors allowing me to manage effective campaigns with B2C and B2B customers. My experience includes fencing, decking, railing, window and door products. I have held Manager, Director and Vice President positions at major national and international companies whose notable brand names include many industry leaders in the new home construction and residential remodeling industries.
Experience & Work History
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AVID Home Studios, LLC;
August 2008 July 2009
Director of Sales & Marketing
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Leading provider of Architectural design services to the US residential home industry. AVID provides detailed construction documents through online e-commerce operations or through a network of company representatives.
Member of Board of Directors, director of all company marketing efforts and manager of national network of sales associates.
* Developed detailed business strategies, plans and models - Multiple business strategies developed for a variety of target customer prospects. These customers included large building supply chains, property development companies, Big Box Retailers and local custom home builders.
* Founded multi-company consortium to service home builders - My-Pros, an alliance of multiple companies servicing the new home construction market, created a technical and marketing alliance promoting a streamlined and holistic approach to building residential homes.
* Developed and implemented comprehensive sales training program - 75-page manual trains regional and area sales staff on proper messaging, sales techniques and independent operation of dedicated sales territory.
* Updated email company newsletter campaign - Retooled email newsletter campaign and developed consistent and targeted messages for monthly releases.
* Wrote numerous articles and BLOGs supporting PR initiatives - Informative BLOGs and PR releases proved crucial to create an effective online market expertise and dominate the home plan thought space.
* Updated website with key support messaging - Retooled website resulting increased unique visitor traffic 10 fold in less than three months.
* Created and developed trade local trade show presence - Developed local trade show display to support professional and consumer trade show exposure.
* Developed direct mail campaigns and promotions - Improved dealer search capabilities, web optimization, search word criteria, and consumer content. Improved site visits by three fold and dealer search by 4 fold.
* Updated collateral materials and messaging - Improved look and messaging of all literature, manuals and customer contact vehicles.
* Developed and supported online builder store - Using third party software, created an online store presence for specific building product purchases.
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FIBER COMPOSITES, LLC
; 2004 August 2008
Marketing Director
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National leader and rapidly growing manufacturer of composite decking, railing and fencing products sold through traditional lumber distribution channels, Home Centers, and specialty co-op lumber merchandisers.
Managed $3.5M marketing budget to develop consumer branding strategy, implement national advertising campaign and improve a variety of market support mechanisms.
* Managed Two Outside Ad Agencies - Managed two agencies responsible for promotion of two separate brand offerings while managing internal support staff charged with marketing of three house brands.
* Complete Redesign of store set for national home center - Resulted in 57% increase in same store sales and VENDOR OF THE YEAR honors. Currently show 10% increase in comp store sales and 20% overall growth over prior year.
* Created New National Ad Campaign - Developed concept for national consumer and trade ad campaign.
* Revitalized and Launched House Brand of Composite Decking & Railing - Developed and delivered unified brand message to trade and consumer market.
* Redesigned Packaging and Labeling - Designed and implemented new package labeling in support of new brand initiatives..
* Developed Innovative and Targeted Customer Support Programs - Designed program to build business relationships with contractors and dealers by supporting their marketing and advertising efforts through an interactive on line marketing portal.
* Retooled Web Site for Consumer Focus - Improved dealer search capabilities, web optimization, search word criteria, and consumer content. Improved site visits by three fold and dealer search by 4 fold..
* Customer Service Support Website - Graphics library, testing area, marketing materials, technical documents, FAQs and more.
* Reduced Marketing Costs by 25% - Consolidated vendor and 3rd party support personnel to maximize efficiency and leverage quantity discount pricing.
* Supported Major Acquisition - Managed transfer of marketing, on-line and support materials from major brand acquisition.
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JANCOR COMPANIES, INC.;
1998 2004Vice President of Marketing
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Parent company of Survivor Technologies, Kensington Windows, Outdoor Technologies, Heartland Building Products. Manufacturers of vinyl windows, siding, fence, deck, and rail for residential construction.
Directed the market development and support mechanisms for the vinyl building products in dealer, wholesale, and home center channels.
* New Customer Acquisition - 15% response rate, 10% closure, 25 new Kensington dealers in less than 3 months.
* Retail marketing support - 350 Lowes Home Improvement Warehouses, POP-displays, interactive kiosks, signage, & literature.
* In Bound Lead Control - Automated search engine supporting five window brands with inbound telephone and Internet support.
* Website design - In house design for all brands and all companys product information, lead generation, warranty registration.
* Customer Service Support Website - Graphics library, testing area, marketing materials, technical documents, FAQs and more.
* Lead Generation - House of Windows campaign generated over 4000 qualified names.
* Dealer Direct Mail & Literature - Automated direct mail support program and collateral literature for dealers and distributors.
* Software Programming - Developed and wrote window quoting software, Quotation Plus.
* Video Production - 30, 60 second commercials, 4 minute direct mail, and 10-minute infomercial.
* Patented Design - Reinforced tilt latch allowing double hung window to pass the Miami-Dade building codes.
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ATRIUM DOOR & WINDOW COMPANY;
1996 1998
Director of Marketing
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Nationally recognized manufacturer of vinyl, wood, and aluminum windows and doors for residential construction.
Directed the market development and support mechanisms for Atrium Northeast.
* New Product Launch - Paragon Storm Door product became mainstay of aluminum door program.
* Corporate Liaison for Atrium NE - Participated in quarterly reviews and sale of company.
* Public housing project intermediary - Wrote proposals and takeoffs for public housing projects in CT and NY
* Wholesale Distribution support services - Developed support mechanisms for Standard Roofing and Rochester Colonial.
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VEKA INC.;
1992 1996Marketing Manager
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Worlds largest extruder of vinyl profiles for the residential window and door industry.
Lead graphics support team of designers, printers, and artists in support of fabrication customers and their distributors.
* International Liaison - VEKA USA representative at international marketing meetings and review.
* New Product Launch - Developed marketing support for METREC painted profiles.
* Trade Show Exhibition - Two story, 50x50 trade show exhibit at NAHB, NSDJA, and NARI.
* SHO In House Demonstration - Managed three day event demonstrating new SHO technology.
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TPC COMMUNICATIONS;
1987 1992
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Large national video production and duplication studio
Animation & Designer
Operated Softimage animation system for local and national client training and advertising programs.
* Mr. Rogers Neighborhood - 45 second animation of skywriting airplane.
* Westinghouse Nuclear Reactor - Animated disassembly of nuclear reactor core.
* DDI - Provided graphics and animation for Service Plus modules.
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VARIOUS ENTRY LEVEL EMPLOYMENT
; 1983 1987-------------------------------------------
Computer Graphics Artist and Photographer
Worked in a variety of graphic communications firms in support of corporate presentations and visuals.
* Computer/animation artist - Genegraphics computer artist and CubiComb & Softimage animation specialist with local graphics communication firm and large national video production and duplication studio.
* Photographer - Location photographer and dark room specialist for local retail photography outfit.
Ski School Director and Instructor
Held a variety of seasonal positions in the Skiing Industry.
* Director of Ski School - Managed 45 ski instructors in local Pennsylvania ski area.
* Ski Instructor - Rocky Mountain Certified Ski Instructor with Crested Butte, Colorado.
* Retail Sales Representative - Sold sporting goods in a local ski/tennis sports store.
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Computer Skills
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Microsoft Word, Microsoft Excel, Microsoft Power Point, Access, and mySQL Database engines
Visual Basic 6.0, Visual Studio.NET, Adobe Photoshop & Illustrator
Quark Express, HTML, PHP, JavaScript, 3D Studio, Softimage
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Education
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BA Degree in Arts and Advertising, Penn State University, PA 1978 - 1983
Major Course Work included: Photography, Graphic Design, Economics, Marketing, Visual Communication, and Speech Communication.
Other course work included: Architectural Engineering, Calculus, and Trigonometry.
Keywords: marketing, communications, marcom, vinyl windows, building products, manager, director, vice president, fence, deck, railing, Lowes, Home Depot, distributors, contractors, builders, home center, management, agency, advertising.
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