Vice President, Commercial Marketing (2022)

Current Lighting

January 2022 - June 2022

Earned upward promotion within the company, leading commercial marketing for the newly rebranded Current Lighting. Built and directed marketing strategy, staffing, & operations across channel marketing, training & events, research, and customer facing programs. Responsible for marketing initiatives that supported and helped drive over $1B+ in sales across the newly combined GE Current and Hubbell Lighting businesses.

Designed, built, and executed new marketing organization structure, optimized 40+ marketing positions across 7 value streams.

Integrated GE Current and Hubbell commercial programs, driving best practices and consolidation across 32 programs.

Identified $4MM in marketing program savings by leveraging shared training, event, and program management..

Accelerated separate go-to-market branded programs to avoid $100MM+ in potential channel and distribution conflict.

Transformed channel marketing systems and tools by delivering solutions that allowed for a 60% increase in customer touch point productivity.

Served as vital leader for brand-building efforts to design & launch a house of brands strategy across 30+ product families.

Streamlined internal marketing strategies and processes while also integrating change management principles and governance models to ensure processes remain in control.

Sr. Director, Channel Marketing (2020 to 2022)

GE Current

January 2020 - January 2022

Appointed by CMO to executive staff position to build a new channel marketing organization that re-engaged and excited customers and channel partners.

Created from the ground up a new 15+ member organization responsible for channel and product marketing, research, training, events, and analytics.

Reenergized channel customers by introducing a customer-centric approach dedicated to delivering highly successful programs that drove mutual growth.

Cultivated a new leadership team, delineated objectives and KPIs, and established accountability to surpass expectations and benchmarks.

Oversaw the channel and product marketing organization responsible for collaboratively generating ~ $750MM in sales.

Appointed to serve as the Interim Chief Marketing Officer for the company in Nov ‘21, leveraging marketing expertise and industry experience to successfully complete the M&A marketing activities associated with the purchase of Hubbell Lighting.

Orchestrated the building and launch of new customer portals and a new corporate website with enhanced search features.

Served as champion and sponsor to clean up and standardize through master data management over 3000+ products.

Launched 20 new online training courses and oversaw the renovation and rebranding of new Lighting Institutes.

Installed tools to drive growth such as Salesforce, SAP enhancements, SEO optimization, BrandMuscle, and FedEx Store.

Revamped the entire $20MM+ internal and external marketing & trade funds management to drive a greater ROI spend.

Sr. Product Management Leader (2015 to 2020)

GE Current

January 2015 - January 2020

Oversaw product line management responsibilities for the successful growth and Smart Controls enablement of key LED Lighting fixture families. Championed growth and portfolio expansion into the new Retail channel with 50% year over year revenue growth. Promoted in 2018 to oversee the $100MM Albeo Industrial products P&L through a period of intense market competition.

Transformed the Albeo business unit, identified product gaps and implemented new product and manufacturing processesto maintain the #1 market leader position, and established competitive advantages to drive sustainable revenue.

Delivered a 15% increase in Industrial revenue and 10% margin expansion through new markets, smart controls enablement, and cost out value engineering.

Spearheaded multi-generational Retail product growth plans with a focus on software, smart controls, high-end design elements, and positive cost/value ratio.

Launched 3 new retail product platforms delivering $30M+ annually at 2x std. margin %.

Global Commercial Transformation Executive (2011 to 2015)

GE Lighting

January 2011 - January 2015

CEO appointed business and PMO leader for global $120MM+ ERP business transformation. Responsible for leading all Commercial, Sales, Pricing, and Customer Service value streams globally.

Managed 30+ member team, including dedicated business and IT teams, SAP consultants, subject-matter experts, and Six Sigma Lean team.

Executed launch in EMEA and North America and positioned the GE Lighting business for a successful future divestiture from GE.

Successfully launched and maintained order/ship/bill capabilities across $2B business in EMEA and North America.

Delievered $15MM+ in Sales and Pricing Margin benefits from associated process transformation and optimization.

Personally and publicly recognized by SAP and Vistex organizations for delivering “Best in Class” ERP implementation.

Transformed 18 unique commercial work-streams along with creating SOPs and control plans.

General Manager, Global Product Marketing ( 2007 – 2011 )

GE Lighting

January 2007 - January 2011

Appointed by CMO to refocus marketing activities during a critical period of lighting legislation and changing customer needs.

Evolved the newly created position from a focus on North American consumer retail marketing to global product marketing across both B:B and B:C channels supporting sales activities exceeding $3B.

Responsible for building an organization that defined global product trends, insights, brand standards, and emerging markets.

Leader and advocate for Voice of the Customer.

Championed a market back vs market push mindset across product and program development.

Developed and led research initiatives that touched 15,000+ end users.

Built and trained organization and customers on new commercialization tools that accelerated growth and customer value.

Spearheaded organic growth and innovation across mature and emerging products and brands to succeed post legislation.

Recognized by GE Corporate as a leader in successful product positioning, segmentation, and customer value proposition.

Pricing Leader, Consumer B:C Lighting ( 2005 – 2007 )

GE Lighting

January 2005 - January 2007

Leader of an eight-member team responsible for $1B+ North American retail pricing.

Delivered favorable price and margin in the Home Center, Mass, Hardware, and Food & Drug channels for the first time in 20 years.

Exceeded OP plan by $45MM favorable price.