Tom Bowman resume, Marketing2

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  • Thomas E. Bowman 936 Sunny Hill Lane

    Harrisburg, PA 17111 bow1340@gmail.com Phone: 717-975-7924

    EXECUTIVE SUMMARY

    Marketing and Sales Professional with over twenty years diversified experience at The Hershey Company, The Warrell Corporation, and BC-USA (Alouette Cheese). Always recognized for excellent communication skills, leadership ability, attention to detail, and a strong work ethic. Consistently promoted to positions of greater responsibility and visibility within Marketing, Sales, and Logistics departments. A team player with demonstrated ability to generate innovative ideas and deliver results.

    PROFESSIONAL EXPERIENCE

    March 2008 -- January 2016 The Warrell Corporation Camp Hill, PA

    Director of Marketing and Sales, Pennsylvania Dutch Candies

    Responsibilities

    Deliver year over year sales growth through the continual development of the Pennsylvania Dutch Candies brand and the expansion of the companys customer base.

    Consistently deliver on all elements of marketing programs such as sell-in to Senior Management, executing consumer promotions, launching new items, management of trade spending levels, partner negotiations, pricing decisions, maintaining positive P & Ls, packaging improvements, and sales brochure creation.

    Responsible for all Trade Show activities including budgeting, selection, staffing, set-up/tear-down supervision, and selling activities for the 20 shows Pennsylvania Dutch Candies participates in each year.

    Manage outside Advertising and Promotion Agencies work regarding ongoing and unique Marketing and Sales campaigns.

    Personally made all sales calls to the largest Pennsylvania Dutch Candies customers, such as Bob Evans Restaurants, Veterans Canteen Service, and Cost Plus World Market to enhance relationships and build sales with these key customers.

    Establish and adhere to annual Marketing and Sales Budgets for trade promotion, consumer promotion, digital media, freight, advertising, packaging design, commissions, and in-store demonstrations. Monitor and adjust spending levels versus budgets throughout the year as needed.

    Prepare an annual Marketing Plan as well as create and execute Long Range Strategic Objectives for the Pennsylvania Dutch Candies business unit. Provide monthly progress reports to the company President.

    Interview, hire, coach and mentor a team of eight Marketing and Sales Professionals to ensure priorities are set, sales goals are met, and department objectives are accomplished.

    Hire, train, and coach a broker sales force of 70+ salespeople to cover the entire United States.

    Accomplishments

    Grew the Pennsylvania Dutch Candies business from $6.4M to over $9.1M in gross sales during my leadership of this business unit, an increase of over 40%.

    Implemented the successful launch of the Pennsylvania Dutch Candies B2B online ordering website, with over 400 customers switching from phone/e-mail ordering within the first month of launch. As part of the launch activities I selected the service provider, outlined all site requirements, and oversaw the training of in-house support staff.

    Improved gross profit of the Pennsylvania Dutch Candies business segment by over 12%.

    Instituted larger specialty retailer programs to expand the Pennsylvania Dutch Candies customer base. Successes of note include ACE Hardware, Paradies and Hudson News Airport locations, Karns Supermarkets, True Value Hardware, and A.C. Moore craft stores.

    Executed very successful redesign of the Pennsylvania Dutch Candies website to offer a much improved online experience for both B2B customers and consumers.

    Continuous improvement to the annual Pennsylvania Dutch Candies direct mail catalog to help increase brand awareness and drive sales.

  • February 2005 January 2008 BC-USA (Alouette Cheese) New Holland, PA

    Director of Marketing, Club Store and Mass Merchandiser Division

    Responsibilities

    Led a team of five Marketing Professionals to ensure effective Marketing campaigns were developed and implemented to deliver results for the critical Club Store and Mass Merchandiser business segments.

    Responsible for all aspects of the Club Store and Mass Merchandiser business including Walmart, Target, Sams, and Costco. (new item development, pricing, packaging improvements and trade development).

    Prepared both annual and long range Marketing Plans for presentation to Senior Management. Executed the agreed upon Marketing Plans and provided monthly progress reports to VP Marketing.

    Conducted semi-annual business reviews with the Senior Management Team and French ownership group.

    Accomplishments

    Grew the 2007 Brie business at Sams Club 250% through new item development.

    2007 Walmart spreadable cheese volume up +11%, and achieved +61% increase at Sams Club.

    Designed and implemented a program to reduce Alouette Spreadable Cheese markdowns at Walmart from 23% of sales to 8%.

    Worked with MARC USA advertising agency to develop several successful Alouette print advertising campaigns that scored well above industry norms on both brand recall and persuasion.

    April 2000 -- January 2005 The Hershey Company Hershey, PA

    Marketing Manager

    Responsible for Christmas and Back to School seasons, totaling over $280 million in gross sales. Delivered Christmas season consistent double digit sales growth with two largest accounts (Walmart and Target).

    Led seasonal operations teams to deliver seasonal sales goals. Areas of focus included production timing and quantities, case fill rates, and leftovers. Reduced Christmas 03 leftovers 40% versus prior year.

    Delivered Christmas Mint Kiss sales of $14M against a plan of $8M by working closely with the Production Planner to capture these sales without jeopardizing regular Kisses and Kisses with Almonds production.

    Effectively managed, coached, and mentored two Associate Marketing Managers to ensure priorities are set and objectives are accomplished for assigned seasons.

    March 1995 -- March 2000 The Hershey Company Hershey, PA

    Associate Marketing Manager

    Initiated, managed, and directed all aspects of the tremendously successful Hersheys Kissmobile project including concept development, presentation to Senior Management, design/building, scheduling of appearances, TV/PR coverage, and a Childrens Miracle Network tie-in. Program expanded to 3 vehicles.

    Developed and produced television, radio, and print advertising campaigns---including Hersheys Kisses, Kit Kat, and York Peppermint Pattie. These ads consistently scored well above the company average.

    Responsible for overall quality of assigned brands---worked closely with Manufacturing, Tech Center, and Packaging to offer best possible product to consumers.

    Created Super Bowl Program including the consumer promotion, FSI/coupon, retailer display incentive, and design of a unique 3-sided NFL player standee.

    EDUCATION

    Bachelor of Science/Marketing, The Pennsylvania State University

    Thomas E. Bowman bow1340@gmail.com