STEVEN A. MORROW
8766
Crooked Creek Road
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Pittsburgh, PA 15239
412-555-2988 (Cell)
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412-555-3849 (Res.)
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samorrow123@internet.com
Senior
Sales & Marketing Executive
successful at establishing the vision and strategies necessary to
grow a $2.1 billion food processing and manufacturing company.
Expert at creating/capitalizing on networks, liaisons and business
connections, while negotiating/managing joint ventures and strategic
partnerships with multi-billion dollar companies. Excel at
partnering with all core business operations to significantly
increase the company’s foot print, expand market share, and generate
sustainable revenue and EBIT gains. A team builder with strong P&L
and general management skills.
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Strategic Business, Market & Sales Planning |
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Revitalizing Stagnant & Declining Sales |
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ROI, Value Proposition & Profit Optimization |
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Competitive Analysis, Positioning & Pricing |
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Creative Branding & Vertical Marketing |
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Product Introduction & Life Cycle Management |
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Emerging Consumer Trends & Product Prioritization |
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Major Account Development & Portfolio Management |
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Market Evaluation, Penetration & Expansion |
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Performance Enhancement & Succession Planning |
PROFESSIONAL EXPERIENCE
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FOOD-MASTERS CORPORATION, Pittsburgh, PA |
2003 to
Present |
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Executive Vice President, Sales &
Marketing
Formulate all sales and marketing strategic planning initiatives for
this $2.1 billion food processing and manufacturing company
encompassing 8 divisions. Establish strategic
partnerships/joint ventures and work collaboratively with
manufacturing, operations, R&D, finance, IT and all operating
divisions to determine product life-cycle strategies, create
effective marketing programs, establish new product
introduction/launch strategies, and resolve post-launch problems.
Manage a 324-person national sales team and 34 marketing
professionals through 5 direct reports. Report to the CEO. |
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Delivered immediate and impressive sales results;
growing revenues from $570 million to $2.1 billion
annually, with projected annual revenues expected to
reach $7.3 billion within 3 calendar years. |
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Recruited a top-performing sales and marketing
management team, expanded the sales organization from 68
to 324 account executives, established aggressive
metrics, and introduced a new compensation program,
resulting in a 400% increase in new major clients and a
$4.3 million increase in average annual productivity per
account executive. |
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Launched 23 new products over a 4-year period – with all
but 2 achieving immediate and profitable national market
success – that generated $980 million in cumulative
revenues and dropped $123 million to the bottom line. |
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Initiated a strategy that eliminated the use of
wholesalers and brokers for nearly 45% of all products,
allowing the account executives to sell directly to
retail outlets and improving EBIT by $128 million
annually. |
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Negotiated a $135 million joint venture with Coca Cola
to introduce a new energy drink into the North American
market, with projected sales expected to reach $425
million annually within 3 years and $955 million in 5
years. |
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Integrated the sales and marketing functions of a $126
million acquisition, reducing combined operating costs
by $785,000 annually and producing first year market
share gains that were nearly 2 times higher than
projected. |
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WONDER
FOOD PRODUCTS INC., San Francisco, CA |
1999 to 2003 |
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Vice President, North American
Sales
Held
accountability for all sales and marketing initiatives in North
America for this specialty food manufacturing company generating
$655 million in annual revenues. Developed both long-range and
short-range marketing plans, formulated sales strategies with a dual
focus on increasing market share and margin, adjusted policy to
guarantee competitive yet profitable pricing, and collaborated with
operations to ensure a cohesive communications approach within the
marketplace. |
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Increased US and Canadian sales from $282 million to
$655 million, while improving margins of new products by
21% ($23 million) and the cumulative margins of
established products from 26% to 38% ($69 million). |
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Established 16 new channel partners that generated 24%
of total annual revenue ($134 million) and seamlessly
merged 2 acquisitions into a single sales organization,
adding an additional $92 million in annual revenues. |
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Co-chaired an R&D effort that led to the introduction of
6 new products, garnering the industry’s best customer
satisfaction rating (92%) and increasing total market
share by 51% (from 26% to 53%). |
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Member of the Executive Operations Committee assembled to identify
and develop cost-cutting initiatives. Personal
contributions saved $1.2 million in the first year and
saved an additional $4.3 million over the next 3 years. |
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TASTY TREATS, INC., San Francisco, CA |
1993 to 1999 |
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President/Chief Executive Officer
Held full P&L and general management responsibility for
this $18+ million start-up specialty snack food company
operating throughout California and Oregon. Established
the corporate vision, developed the organizational
infrastructure, created a high-profile sales and
marketing initiative, contracted with 2 manufacturing
companies for production, and launched full operations.
Directed all planning, budgeting, forecasting, HR, IT,
finance and administration initiatives. |
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Recruited a sales team, established performance metrics,
introduced an industry-high commission structure, and
grew revenues to $860,000 in the first year, $2.4
million in the second year, and $18+ million within 5
years of start-up. |
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Created a line of individual-portion sized snacks and negotiated a
strategic partnership agreement with the region’s largest supplier
of vending machines, leading to sales of $2.4 million annually with
a 36% profit margin. |
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Recognized in Fortune Magazine as one of the leading sales
and marketing innovators within the food and beverage industry, and
commended for developing such staff loyalty that only 3 employees
resigned over a 5-year period. |
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Found
a buyer (Food-Masters Corporation), closed the $31.5 million sale,
and subsequently accepted the top sales and marketing leadership
position in CY2003 with this $2.1 billion (current sales)
high-growth company. |
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ACCO
FOOD CORPORATION, Cleveland, OH |
1991 to 1993 |
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Director of Marketing
& Sales
Retained by Acco Foods after their acquisition of
Beverage Distributing Co. and promoted to a
director-level position with accountability for the
strategic direction of sales and marketing with a $360
million annual budget. Formulated new marketing
programs and sales strategies, launched new products,
and managed a 29-person marketing and sales team. |
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Revitalized and expanded a stagnant marketing and sales
function, growing total sales by 28% and producing $68
million in additional revenue within the first year. |
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Led a new product to 100% of annual sales projections
within 4 months of launch and personally closed 2 of the
company’s largest single sales contracts – $960,000 and
$1.1 million – with Acme and A&P. |
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Eliminated 16 poorly performing products from the portfolio,
increasing the operating margin from 3.8% to 14.7%, dropping nearly
$28 million to the bottom line, and improving the stock price from
$5.26 to $8.23 per share. |
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BEVERAGE DISTRIBUTING CO., INC., Cleveland, OH |
1989 to 1991 |
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Sales & Marketing
Manager
Organized and led a team of 4 Account Executives with
accountability for identifying and pursuing
high-potential prospective clients for this spirit, wine
and beer distributor with a 3,000+ product portfolio.
Managed the growth of all existing accounts, implemented
sales and marketing programs, and maintained relations
with manufacturers and importers. |
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Negotiated an agreement with a high-volume nightclub to
be the sole supplier of 7 popular spirit products,
growing brand sales by nearly 28% within the Cleveland
area and generating $326,000 in first year revenues. |
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Launched 11 new brands – including After Schock, Dekuyer Pucker,
Corbett Canyon Wine and Ketel One – all of which are highly active
sellers in today’s market and cumulatively generate $7.4 million in
annual revenues. |
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DELAWARE VALLEY COMMUNICATIONS CORPORATION,
Philadelphia, PA |
1982 to 1989 |
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General Sales Manager
(1986 to 1989)
Directed a 14-person sales team operating throughout the
3-state region (Pennsylvania, New Jersey and Delaware)
selling state-of-the-art business telecommunications
systems – until the company was acquired by a subsidiary
of Verizon. |
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Developed the best customer satisfaction
rating within the entire region and grew the
business from a $6.4 million “product
business” to a $37.7 million “solutions
business” with a 45% profit margin. |
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Partnered with the Service & Support
Department to realign the warranty programs,
improving the customer satisfaction rating
from 63% to 97% and generating an estimated
$3.5 million in new business from customer
referrals. |
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Early Positions from 1982 to 1986:
Held a variety of sales and sales management roles,
becoming the first Regional Sales Manager in the
company’s history to be paid in excess of $500,000 in
annual commissions, overrides and bonuses. |
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EDUCATION
Bachelor of Science
C
Marketing & Finance (dual major)
C
University of Massachusetts, Lowell, MA |
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