Summary
As a member of the Executive leadership team, this commercial role is responsible for developing and delivering the company’s growth-oriented, mid- to long-term global strategic and annual business plans. They are the voice of the customer and commercial team members. They are responsible for building and leveraging leadership, talent and organizational skills to drive profitable growth across all commercial channels. Critical capabilities for this person include strategic thinking, collaboration, talent identification and nurturing, change leadership in a fast-paced, growth-focused environment, continuous improvement, M&A and a vision for the future.
This role is the commercial leader that focuses on building the sales and marketing teams and processes to achieve increased profitable sales and customer retention. They are responsible for building strong and productive relationships with key stakeholders, while implementing sales, marketing, e-commerce, and digital initiatives that enable innovation and business transformation. They are passionate and a communicative leader with creative, strategic, and financial acumen coupled with strong business intellect necessary for challenging the business to continuously grow in revenue and skills. The Vice President Sales & Marketing is an experienced marketer who has managed through acquisition evaluation and implementation, and can lead and drive product management, branding, channel expansion, and marketing efforts to increase and build on the business operational objectives.
Essential Duties & Responsibilities
Sales Strategy:
- Collaborate with the CEO to develop and implement a comprehensive, enterprise-wide sales strategy to achieve revenue and double-digit growth targets
- Work together with executive team members to align profitable sales goals with overall company objectives
- Meet and exceed financial targets through the leadership of the field sales organization
- Be accountable for results, focusing on both long- and short-term strategies, take responsibility for regular, accurate forecasting, and meeting or exceeding agreed upon profit and revenue targets
- Initiate and implement measurable, data-driven strategies that aid in driving the achievement of business’s sales goals.
- Implement and execute a sales management process including one-on-one coaching meetings, pipeline reviews, facilitating sales business reviews and sales team meetings
- Foster and preserve industry-leading, customer-centric service and value proposition
- Build and maintain strong relationships with key customers and strategic partners
- Recommend and execute go-to-market strategies and channel development strategies to maximize revenue and increase product availability
- Create a culture of accountability by developing, analyzing sales data, and key performance indicators to assess progress towards goals, including developing, monitoring, and forecasting revenue pipelines across the organization
- Responsible for driving and qualifying leads provided to the Sales Team and channel partners.
- Ensure sales team’s ongoing use of CRM as a tool for business development and customer support.
- Develop and present regular sales reports to the executive team
- Leverage field level intelligence, sharing information across the commercial teams to develop strategic plans, near and mid-term forecasts
- Oversee budgets related to customer sales programs, activities, events, and events to achieve profitable revenue goals
Marketing Strategy:
- Identify, develop plans, and pursue new white space opportunities as well as expand SKU and product category penetration within existing and new customers
- Develop to best-in-class digital and omni-channel marketing capabilities, leveraging data and insights to optimize the promotional mix and maximize ROI
- With CEO and marketing leadership, research, analyze and recommend businesses for acquisition and integration.
- Lead global commercial integration of acquisitions
- Build and sustain ecommerce channel expertise as core competency within LACO Industries.
- Work with teams across the business to generate innovative marketing solutions for products, services, processes, customer experience, marketing channels, and business models
- Implement and execute a marketing management process including one-on-one coaching meetings continuous product development and roadmap reviews, pricing analysis and planning, channel management, and trade marketing reviews.
- Actively oversee the product management team to include planning, creating, road mapping, pricing, and implementing the overall product marketing strategy
- Identifies and develops plan for vertical marketing/marketing segmentation around consumers and markets
- Own and centrally monitor the product management, sales lead qualification, vertical market segmentation, marketing, e-commerce, and digital projects, delegating as needed
- Assess new marketing opportunities for generating business
- Set KPIs for all product management and marketing activities
- Works with marketing leadership to complete SKU rationalization process
Team Leadership and Management Responsibilities:
- Lead the development and implementation of organizational strategies to support the Company’s revenue goals and overall strategic growth plans. Ensures performance and alignment of the organization’s revenue-generating departments.
- Serve as a key member of the leadership team, contributing to the strategic planning and execution of marketing, commercial, operational, and organizational strategies
- Participate actively in strategic and business unit budgeting to develop reasonable and thorough revenue and profit projections for annual budgets and multi-year projections
- Work closely with the CEO, executive team, and board of directors to develop growth strategies for acquisitions, pioneering new markets and competitive opportunities
- Positive “Customer First” attitude with a high level of accountability, personal drive, ambition, and integrity.
- Build and lead a diverse, high-performing team dedicated to marketing, sales and commercial excellence
- Recruit, train, and onboard new commercial professionals, ensuring they are equipped with the tools and knowledge to excel in their roles
- Deploy essential sales and marketing capabilities, including but not limited to CRM/Dashboards, Reporting, Forecasting, Account Planning, Daily Visual Management, and Sales Incentive Compensation.
- Monitor and report on ROI outcomes of marketing, e-commerce, and digital projects and investments – linked to enterprise KPIs – with the goal of demonstrating the positive impact from these initiatives.
- Ensure the effective execution of customer contact strategies
- Conduct regular performance reviews and create improvement plans when necessary
- Must be willing to roll up sleeves in an entrepreneurial environment and get hands-on with key domestic and international commercial opportunities
- Create and drive a culture of accountability and achievement for both short-term and long-term goals while clearly articulating, creating, leading, and executing the Company’s growth/revenue plans
- Establishes regular cadence of reporting on market insights, pricing shifts, and competitive analysis
- Maintain positive leadership, give frequent performance feedback, conduct regularly scheduled meetings, and encourage two-way participation and ideas
- Share lessons learned and best practices
- Provide leadership and create a positive and supportive work environment
Experience
- 7 or more years of experience working as a marketing leader. Leading product management, lead generation, customer service, e-commerce, or digital marketing, including overseeing projects and deliverables in a business environment may be considered equivalent.
- 5 or more years of experience working as a sales leader. Leading an in-field team of professionals held accountable to deliver profitable sales results.
- 5 or more years of leadership experience
- Demonstrated the ability to work with business leaders of an organization, and to manage multiple concurrent projects
- Strong, decisive, customer-focused leader who consistently demonstrates a sense of urgency
- Results driven with a commitment to high quality, data-driven decision-making, and consistent outcomes
- Ability to meet deadlines, to conduct and direct research into marketing issues and products, and to take initiative in development, prioritization, and completion of projects
- Strong knowledge of marketing, e-commerce, and digital management skills
- Merger and acquisition experience
- Background with PE-backed companies and/or investment banking a plus
- Knowledge of financial/cash projection tools and processes, financial modeling, and strategic KPI creation and reporting
- Corporate budgeting and forecasting experience
- Creative and innovative approaches and solutions on a project-by-project basis
- Proficiency in CRM software and sales analytics tools
- Experience and comfort with public speaking/group presentations
Work is generally performed within an office setting and plant manufacturing environment. Travel 25% across North America, Latin America, and Europe.
