Vice President of Sales and Marketing - StairMaster, Schwinn & Nautilus Commerical brands
- Portland, Oregon Area
- Health, Wellness and Fitness
Merrill Richmond's Overview
- Vice President of Sales and Marketing at StairMaster
- Senior Marketing Executive│Consumer Marketing│Retail Marketing │Corporate Marketing at Spotter Marketing, Inc. Independent Marketing Consultant
- VP│Senior Marketing Executive│Consumer Marketing│Retail Marketing│Corporate Marketing at Zoom Media
- CMO│Senior Marketing Executive│Consumer Marketing│Retail Marketing│Corporate Marketing at Town Sports International
- Director, Marketing│Consumer Marketing│Retail Marketing│Corporate Marketing at Disney Consumer Products
- Director, Retail Business Development│Consumer Marketing│Retail Marketing│Corporate Marketing at Disney Consumer Products
- Manager, Retail Marketing│Consumer Marketing│Corporate Marketing at Atlantic Richfield Company
- Manager, Wholesale Marketing at Atlantic Richfield Company
- Finance and Sales at Atlantic Richfield Company
Merrill Richmond's Summary
►15+ years of experience leading strategic marketing efforts within public and private equity-backed companies during early stage/high growth phases across fitness/wellness, consumer products and retail industries.
►Played key leadership role in two business turnarounds, three successful market entries, four product launches and one IPO in past five years.
►Earned strong reputation for building brands and fan base through both traditional and digital channels, aligning sales and marketing strategies, and launching “turnkey” sponsorship and licensing programs that propel brands and grow revenues.
►Highly skilled at taking marketing ideas and platforms from inception to implementation: building requisite marketing infrastructure and metrics, leading team design and build, sourcing and managing creative agencies.
Company experience as CMO, VP Sales & Partnerships, Marketing Director and Consultant includes:
Town Sports International (New York Sports Clubs; Boston Sports Clubs; Washington Sports Clubs; Philadelphia Sports Clubs)
Weight Watchers International
The Walt Disney Company - Consumer Products Division
StarTrac (premium fitness equipment manufacturer)
20th Century Fox Television
Atlantic Richfield Company (ARCO)
Currently consulting with several fitness/wellness companies to build social media plans, sales incentive programs and online marketing strategies while pursuing a new Marketing Executive role on the client side.
►High-Growth/Turnarounds in private equity and public shareholder environments
►Marketing & Sales Alignment
►Sales Incentive Programs
►Special Events/Grand Openings
►Lead Generation/Traffic Building
►Customer Retention Programs
►New Product Launches
►Digital Channels/Social Media
►Experiential Marketing Programs
►Budget Management/Cost Control
►Creative Services/Agency Selection & Management
Merrill Richmond's Experience
Vice President of Sales and Marketing
Privately Held; 51-200 employees; Health, Wellness and Fitness industry
September 2012 – Present (2 years 1 month) Vancouver, WA
Senior Marketing Executive│Consumer Marketing│Retail Marketing │Corporate Marketing
Spotter Marketing, Inc. Independent Marketing Consultant
2011 – September 2012 (1 year) New York, New York
Client engagements include:
Weight Watchers International
►Retained by SVP Operations to develop marketing/sales pilot program to drive retail store growth strategy. Designed low cost tools/incentives for field sales force to build customer referral base and re-engage former members. Pilot program resulted in record volume, generating one of largest sales day in recent Company history, and launched in 4,700 locations across the U.S.
Town Sports International
►Retained by CEO to build social media presence and leverage Facebook, Foursquare & Twitter to drive sales, generate referrals and create urgency to join two high-profile club locations. Built active fan base from scratch, developed company-wide social media policy and provided recommendations to scale social media program.
►Partnered with leading NYC branding agency to develop branding and go-to-market strategy for start up digital video/mobile media platform focused on building passionate and engaged consumer communities to promote brands.
►Managed partnership with Kashi (food products company) and directed successful social media fundraising campaign that generated $50K in charitable donations within 2-week period. Renewed partnership for a second year.
►Clubperqs.com: Developed sales growth strategy and directed website design and partnerships for online vitamin retailer.
Earlier marketing consulting engagements for Weight Watchers, StarTrac and 20th Century Fox Television included brand strategy and new sales channel development, marketing communications and experiential marketing programs.
VP│Senior Marketing Executive│Consumer Marketing│Retail Marketing│Corporate Marketing
Privately Held; 201-500 employees; Marketing and Advertising industry
2009 – 2011 (2 years) New York, New York
Recruited by President to pursue new commercial opportunities and manage trade marketing with health clubs. Built local sales channel from the ground up and directed product sales team of 11.
►Grew overall U.S. revenues by 30% through acquisition of new, local advertising sales business. Developed strategy, identified acquisition targets, closed acquisition and integrated sales, marketing, reporting and forecasting into existing operations.
►Spearheaded talent recruitment efforts, growing sales force by 30% within 12-months. Created and implemented training strategy and instituted marketing and sales programs to complement new inventory. Achieved 35% increase in average sales agent productivity within 6-months and positive cash flow within 12-months.
►Strengthened relationships with key customers and industry influencers through highly personalized account management, industry presentations and events. Efforts resulted in contract renewal/upgrade percentage at over 95%, protected market share position and locked in revenue streams for multiple years.
►Launched new digital signage product to penetrate “fitness studio” and “express club” markets in response to inroads by start-up competitors. New product drove 70% unit growth in a key market and retention of dominant share position.
CMO│Senior Marketing Executive│Consumer Marketing│Retail Marketing│Corporate Marketing
Public Company; 5001-10,000 employees; CLUB; Health, Wellness and Fitness industry
2003 – 2008 (5 years) New York, NY
Recruited by CEO to lead Marketing division and prepare for IPO after successful consulting engagement. Managed $12M budget and directed team of 17 in advertising, online/social media, market research, creative services, PR, investor relations.
►Restructured multiple marketing processes, redefined priorities and developed integrated strategy to support 400+ person sales organization and drive revenue. Leveraged multiple media channels including direct mail, email, print, radio, television and online, and created in-club promotional campaigns, contests and incentive programs.
►Achieved nine consecutive quarters of 6% same store sales increase and revenue growth of $100M+.
►Developed and led marketing efforts for 19 grand openings and reduced time to cash flow by creating shared milestones and objectives with real estate, construction and sales departments.
►Delivered ten-fold increase in annual sponsorship revenue from $200K to $2M, with 95% profit margin. Sponsors included: Snapple, McDonalds, Bose, HBO’s Entourage, JetBlue, Nivea and Chase.
►Negotiated multi-year promotional relationships with top sports brands and sponsorship rights holders including Boston Red Sox, Washington Nationals, Tribeca Film Festival and Bike New York.
►Generated $1M+ in incremental revenue by launching online trial membership program.
Director, Marketing│Consumer Marketing│Retail Marketing│Corporate Marketing
Public Company; 10,001+ employees; DIS; Consumer Goods industry
2000 – 2003 (3 years)
Led trade and consumer marketing for Disney’s U.S. licensing businesses, representing $5B in annual revenue at more than 7,000 points of sale among major big box and department store retailers. Managed $12M budget and team of three.
►Designed and implemented trade marketing strategy to soften company’s “tough to work with reputation”. Campaign set tone for proposals to lock in share of floor space at Target, Kmart, Toys R US.
►Developed marketing strategy for exclusive collection of infant and toddler apparel, juvenile bedding and accessories that supported $60M in retail sales at JC Penney and slowed a declining share.
►Created marketing plan in support of Disney Color paints launch. Exceeded $4M in sales within 3-month period, surpassing expectations by 20%.
Director, Retail Business Development│Consumer Marketing│Retail Marketing│Corporate Marketing
Public Company; 10,001+ employees; DIS; Consumer Goods industry
1998 – 2000 (2 years)
Recruited by SVP, Retail Licensing to implement analytical framework to guide promotional spending and prioritize spending by category.
►Reengineered sales planning and forecasting processes, resulting in infant and girl licensing category growth and properties, and staff and promotional spending reduction against adult apparel and non-core retailers.
►Provided analysis to support business case to senior management for reducing marketing spend on key licensing programs.
►Established 18-month, rolling promotional calendar to align internal processes with key retailers’ timelines.
►Initiated, designed and launched a self-service Disney artwork web site (YourDisneyPage.com) for small retailers seeking to promote Disney products on their websites. Site improved execution and created constructive, on brand solution for small retailers.
Manager, Retail Marketing│Consumer Marketing│Corporate Marketing
Atlantic Richfield Company
1997 – 1998 (1 year)
Reported to Director, Retail Marketing. Department was incubator for new business concepts and programs.
►Product Manager for development and launch of EFT-based gas card for fleets and small businesses. Marketed program via direct mail and in-store displays. Gasoline sales increased by more than $3.5 million during test phase. Fleet card program was subsequently rolled out to 1,200 points of sale.
►Product Manager for development and launch of prepaid gas card for employee and incentive markets. Card generated small incremental revenues and was used internally for incentives and externally as donation gift.
Manager, Wholesale Marketing
Atlantic Richfield Company
1995 – 1997 (2 years)
Recruited by SVP, Wholesale Marketing; responsible for sales to US Military and commercial airlines in 5 states.
►Earned two consecutive competitive sealed bid awards to supply military jet fuel for $230 million in contracts and increasing annual company sales by 12%. Sold out all JP5 and military grade diesel production capacity.
►Responsible for contract negotiation, managing pipeline/supply logistics, budgeting and customer relations as part of two person sales team.
►Made business case to Finance for pricing jet fuel to heating oil futures; grew share with key accounts.
Merrill Richmond's Skills & Expertise
- Lead Generation
- Revenue Enhancement
- Word Of Mouth Marketing
- Marketing Strategy
- Social Media Marketing
- Competitive Analysis
- Marketing Communications
- Market Research
- New Business Development
- Account Management
- Sales Management
Merrill Richmond's Education
Merrill Richmond's Additional Information
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