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DAVID M.

DeMARSE
1306 Sheldon Road
Grand Haven, MI 49417 E-mail: dd6e0c32@westpost.net
Cell: (616) 502-1906
CAREER SUMMARY:
Business Development, Sales and Marketing executive with proven ability to creat
e strategy, systems, and programs that achieve double digit growth in sales and
profitability. Multi-industry expertise in:
* Strategic Business Planning
* P&L, EVA, financial analysis
* M&A, Strategic Alliance Formation
* Lean, CFM, JIT, Supplier Development
* Product Marketing Campaigns
* Advanced Product Design/Development
* Sales & Sales Channel Development
* New & Vertical Market Development
CAREER HISTORY:
GROUP DEKKO INC, Kendallville, IN 2007 to June 2010
A $175MM manufacturer of power distribution products for leading office furnitur
e, appliance, medical device, consumer product, transportation, and architectura
l lighting OEMs. Reported to President & CEO.
Was Executive Vice President of Sales, Marketing, and R&D from 2007 to 2009. I
recommended responsibility change to accelerate new product efforts and speed to
market with key customers.
Executive Vice President of Marketing
(2007 to June 2010)see www.dekko.com
New Product Development: $30MM sales growth in 18 months time via development o
f innovative fluid control platforms for Appliance market for Whirlpool. Next g
eneration of controls provide more manufacturing content, higher sales revenue p
er unit, and higher margins.
New Product Innovation: Development underway for new delivery system for energy
star ice maker for GE is expected to generate $50MM to $75MM annually.
Contract Manufacturing: $20MM sales growth for Medical market via award of Braun
IR Thermometer for our ISO certified Medical products facility.
Share of Customer Increase: $25MM sales growth from capture of new Office Furnit
ure market business with Steelcase.
Industry Innovation: Strategic alliance via JDA with Watt Stopper for what is e
xpected to be an industry game-changer new product offering for energy consumpti
on reduction, daylight harvesting, etc. Anticipate $15MM - $30MM in annual sale
s at high margins for 2011.
Operational Performance: To help Operations improve inventory turns and forecas
t accuracy while simultaneously helping customer capture market share in Mid-Wes
t, designed and implemented new 5-day quick ship program for Peerless division o
f Acuity Lighting. $2MM first year sales expected.
Communications & Identity: Initiated brand identity campaign including new web s
ite, new promotional literature, focused media and PR placements, new tradeshow
deliverables, etc. to help equity capital ownership with sale of the company.
Market Trends: Several new product development efforts ready for launch in 2010
including LED task and strip lighting, LED desk lamps, wireless power, desktop p
ower system, etc.
Global Positioning: Moved 50% of companys heater wire capacity to China to serve
local market more effectively. Incremental sales of more than $5MM for heating
blankets and pads, etc.
Resource Alignment: Reorganized 10 sub S companies into 1 matrix organization an
d co-located staff into 1 office complex for standardization of systems, process
, and creative problem solving.
Corporate Governance: Provide formal presentations to Group Dekkos Board of Dir
ectors and financial partners. Develop and administer multi-million dollar capi
tal and departmental budget. Hire, train, and lead professional staff.

FIBERESIN INDUSTRIES, Oconomowoc, WI 2002 to 2007


A $30MM manufacturer of components and finished goods for the office and healthc
are furniture markets, medical product OEMs, door & window industry, and sports
& recreational markets. Reported to President & CEO.
Vice President Sales & Marketing
(2002 to 2007)see www.fiberesin.com
Customer Share Growth: Developed strategy for Office Furniture group. Increased
sales and share of customer in Steelcase Turnstone division by 104% in first ye
ar, 51% second year, 47% third year. Designed highly innovative lab cabinetry s
ystem for Nurture division. Formulated new 100% recycled content phenolic mater
ial, receiving MBDC approval permitting Steelcase Details division to become the
worlds first cradle-to-cradle ergonomic keyboard platform.
New Channel Growth: For alternate channel growth, devised strategy to create a n
ew business unit which required no capital expenditure. First year sales of $4M
M with 2X growth over following 3 years at margins 2X current customer base.
Market Share Growth: Increased sales penetration for Medical market involving x-
ray table tops which are FDA certified for radio translucency. Fiberesin suppli
es phenolic x-ray table tops to all major Medical product manufacturers in North
America. Profitable, high-margin business.
New Product Development: Reversed loss of largest Door & Window customer with ne
w formulations of vapor barrier material. Also increased sales to second largest
Door & Window customer by 130% expanding product placement into customers recen
t acquisitions.
New Sales Distribution: Developed national sales distribution coverage for divis
ion adding 15 new stocking distributors to cover North America. New sales mater
ials, sales training program, web site, sample kits, trade show booth and brand
identity program also were designed and developed to improve selling effectivene
ss. Also developed several new product formulations. Division provides custom
formulations for environmentally friendly core materials.
Corporate Governance: Provide formal presentations to Fiberesins Board of Dire
ctors and financial partners. Developed and administered multi-million dollar d
epartment budget. Hired, trained, and led professional staff.
DMD CONSULTING, Grandville, MI 2001 to 2002
Conducted business development and marketing consulting assignments, as well as
turn-key new product development campaigns. Efforts included:
Turnkey Products: Led design and development efforts for private label seating
lines for catalog stationers including innovative new line of healthcare seating
featuring anti-microbial foam and fabrics, and positive-crown cushion design fo
r moisture run-off, etc.
Strategic Vision: Developed 5-year strategic sales plan, vision statements, busi
ness development plans, and channel development plans for division President of
Knape & Vogt Manufacturing.
KNAPE & VOGT MANUFACTURING, Grand Rapids, MI 2000 to 2001
A $170 million manufacturer of ergonomic office furniture products, kitchen & ba
th accessories, home storage systems, and precision hardware products.
Director of Corporate Marketing (2000 to 2001) see www.knapeandv
ogt.com
Acquisition Integration: Increased sales of acquisition from $5MM to $30MM in fi
rst 18 months by developing new dealers, improving sales within independent rep
organization, launching an order ready e-commerce site, streamlining order speci
fication process, etc.
Corporate Communications: Created an award-winning brand identity campaign for t
his new division including promotional materials, media and public relations cam
paign, trade show booth design, electronic design symbols library, dealer loyalt
y program with volume rebates, and newsletters of success stories. See idea-at-
work.com
Market Share Increase: Landed several new Kitchen Cabinet OEMs by developing a n
ew line of upscale cabinet organization accessories private branded to each OEMs
needs.
Speed To Market: Brought new line of award-winning office lighting products to
market within 9 months, with less than $250,000 in capital, generating $10MM in
new sales and high margins.

AMERICAN SEATING COMPANY, Grand Rapids, MI 1987 to 2000


A $160 million manufacturer of office, lab, and healthcare furniture systems as
well as seating solutions for office, healthcare, stadium and arena, performing
arts, and transportation markets. Reported to Executive Vice President of Sales
& Marketing.
Director of Sales Development (1997 to 2000) see www.amseco.co
m
Healthcare Market Growth: Developed go-to-market plans for healthcare and clinic
al lab dealers. Plans included maps and contact names for multi-system hospital
chains, GMO and HMO affiliations, government facilities, etc. Plans helped dea
lers develop networking relationships with all facets of healthcare decision mak
ing and influencing process.
Sales Development Support: Implemented customer relationship management system (
CRM) to increase new customer penetration, reinforce mind-share with dealers and
specifiers, develop touch points to systematically help improve selling efforts
at the earliest point in the process.
Loyalty Campaigns: Increased top 20 office furniture dealer sales an average 25%
over a 2 year span via development of a series of promotional campaigns combine
d with new products.
Sales Education: Developed video based sales education seminars for use with dea
ler sales force, A&D firms, etc.
Sales Systems & Process: Improved sales force hiring and retention by sponsoring
pre-employment survey system, identifying key selling strengths (accelerators)
and weaknesses (breaks) in candidates, then matched profiles to successful sales
personnel.
Director of Marketing & Business Development (1993 to 1997)
Healthcare Market Growth: Developed Framework Lab & Healthcare System a compreh
ensive line of flexible healthcare systems furniture. Hired, trained, led speci
al direct sales and dealer sales force. Company became # 3 in healthcare furnit
ure within 4 years time.
Strategic Partnering: Developed sales alliance with Baxter, a $10BB healthcare p
roduct distributor, to provide 10X expansion of our sales force coverage via lea
d generation program.
Value Engineering: Achieved a 40% increase in Framework Office System sales via
value engineering campaign which delivered a 34% cost reduction with no margin e
rosion, plus simultaneous improvement to product, performance, aesthetics, warra
nty, and delivery lead time.
Director of Marketing & Communications (1990 to 1993)
Product Innovation: Directed efforts in support of development and launch of EVO
Seating, winner of more product and communications awards than any product in i
ndustry history.
CHRYSLER CORPORATION, JEEP & EAGLE DIVISION, Detroit, MI 1985 to 1987
A $4.7 billion dollar division of Chrysler with emphasis on sport utility and of
f-road performance vehicles.
Senior Product Design Engineer Chassis Engineering. Generated $2MM in COQ savi
ngs.
AMWAY CORPORATION, World Headquarters, Ada, MI 1979 to 1985
A $6.8 billion dollar global manufacturer and distributor of consumer products.
North American Group Marketing Manager Home Tech Products (1984 to 1985) Led al
l Marketing campaign efforts for design / development / launch of new point of u
se water treatment system generating $100MM in first year sales. Most successfu
l new product introduction in company history.
European Group Marketing Manager (1981 to 1984) Grew sales from $40MM to $450MM
in a 4 year time span. Prepared all product candidates for new country entry (G
ermany, Switzerland, Belgium, etc)
International Marketing Supervisor (1980 to 1981) International Marketing Associ
ate (1979 to 1980)
WARNER LAMBERT COMPANY, Morris Plains, NJ 1977 to 1979
A $3.5 billion dollar consumer products conglomerate. Member of the Personal Pr
oducts division.
Territory Sales Representative Detroit Division (1978 to 1979) # 1 sales person
6 quarters in a row
Retail Sales Representative Grand Rapids Division (1977 to 1978) # 1 sales pers
on 2 quarters in a row
EDUCATION:
Bachelor of Business Administration Marketing emphasis, Magna Cum Laude
Grand Valley State University, Allendale, MI. Also completed 1/3 of MBA program
and several continuous education and professional development seminars. Outsta
nding business alumni award 1988.
HONORS:
State of Wisconsin Friends of the Environment: Finalist, Resincore - Fiberesin
Industries
Best of NeoCon Gold Medal: Idea @ Work Office Lighting Products Knape & Vogt
IIDA Best of Competition: evo Seating with Don Chadwick and DuPont American S
eating
Addy Awards 7 Gold Medal Awards: evo Communications Portfolio American Seating
Outstanding Alumni Award Seidman School of Business: Grand Valley State Univers
ity
Addy Awards Gold Medal: Amway Water Treatment System Concept Video
PROFESSIONAL AFFILIATIONS:
International Facility Management Association American Management Association
International Interior Design Association American Marketing Association
Contract Furniture Industry Advisory Council American Hospital Association
Composite Panel Association Architectural Woodworking Institute
BIFMA Industry Trade Association
MBDC Green Design

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