Bruce Buchanan

• Used consultative sales approach to listen carefully to client needs and recommend desired products and services in various business sectors.
• Developed and executed consumer CPG promotions to boost visibility and drive business.
• Accomplished multiple tasks within established timeframes.
• Served as the primary point of contact for all account-related matters, building trust with key decision makers.
• Managed a portfolio of key accounts, ensuring high levels of client satisfaction and retention.
• Developed customized strategies for each account, resulting in stronger partnerships and improved outcomes.
• Collaborated cross-functionally to address client needs promptly and efficiently.
• Presented regular updates on account performance to senior leadership, highlighting successes and areas requiring attention.
• Drove process improvements across multiple teams to streamline workflows related to servicing our strategic partners.
• Engaged functional areas across prospect or client organizations to uncover future business opportunities.
• Generated pipeline to close revenue and attain quota.
• Increased profitability and lifetime customer value by coordinating go-to-market strategy, implementation and post-sales service experience.
• Suggested solutions and innovative ideas to meet client needs.
• Monitored sales performance metrics to achieve strategic account objectives.
• Negotiated contract renewals, securing long-term commitments from major clients.
• Implemented creative problem-solving techniques to resolve complex challenges faced by clients.
• Analyzed market trends and competitor activity to inform strategic decisions within the organization.
• Identified new business opportunities with existing clients, leading to increased revenue growth.
• Achieved or exceeded company-defined sales quotas.
• Gained customer trust and confidence by demonstrating compelling, persuasive and composed professional demeanor.
• Built relationships with customers and community to promote long term business growth.
• Kept detailed records of daily activities through online customer database.
• Negotiated prices, terms of sales and service agreements.
• Worked with sales team to collaboratively reach targets, consistently meeting or exceeding personal quotas.
• Maintained current knowledge of evolving changes in marketplace.
• Stayed current on company offerings and industry trends.
• Contributed to event marketing, sales and brand promotion.

• Monitored the domestic and global marketplace for new product innovations, competitor actions, lifestyle trends, consumer and market trend insights, and emerging technologies
• Enabled this stimulus from the marketplace with market research, analysis and varied internal and external perspectives to define rich territories for innovation with deep grounding in consumer needs, attitudes, and behaviors
• Applied consumer insights and market research to gain understanding of consumer, customer, channel, and competitive environment for the product or category
• Led cross-functional teams to develop and execute innovation strategies meeting required business objectives
• Identified market research plans to support and influence strategic plans
• Create and present the business case for new products and projects to support innovation strategies
• Collaborated with KDP strategy, consumer insights, brand marketing, and commercial teams to scope and create the business cases and prioritizing innovation investments.

• Identify potential customers and generate customer leads into quoted sites and close deals.
• Co-ordinated marketing campaigns with sales activities to deliver value and profitability
• Strategic sales planning to reach established targets and to further grow the book of business
• Successfully secured $400k in Enhancements and $560k in new contracts
• Advised clients on appropriate product selections based on their unique needs, ensuring optimal satisfaction levels upon purchase.
• Used consultative sales techniques to understand customer needs and recommend relevant products and services.
• Followed up with existing customers to provide additional support and address concerns.
• Boosted customer satisfaction by providing personalized consultations and tailored product recommendations.
• Contributed to a positive work environment by supporting fellow Sales Consultants in achieving their individual goals and targets.
• Nurtured leads through consistent follow-ups, ultimately converting prospects into satisfied customers.
• Generated increased sales revenue through effective lead generation and follow-up efforts.
• Responded to telephone and in-person requests for information.
• Attended ongoing training sessions to stay current on industry trends, market conditions, and product offerings – applying knowledge gained to better serve customers.
• Stayed knowledgeable on latest Commercial Snow and Landscape Management innovations and technological advancements through continuous training.
• Increased sales by fostering relationships with customers, implementing business strategies and suggesting areas for improvement.
• Strengthened brand reputation by delivering superior customer experiences that fostered loyalty and repeat business.
• Implemented up-selling strategies, encompassing recommendation of accessories and complementary purchases.
• Built relationships with customers and community to promote long term business growth.
• Set and achieved company defined sales goals.

• Garden Grove Landscape and Snow Management
• Identify potential customers and generate customer leads into quoted sites and close deals in the Commercial/Industrial Real Estate space
• Co-ordinating marketing campaigns with sales activities to deliver value and profitability
• Leveraging a wide range of different marketing materials that aligned directly with driving sales objectives
• Strategic sales planning to reach established targets and to further grow the book of business
• Successfully secured $100k in Enhancements and $680k in new contracts sales., Garden Grove Landscape and Snow Management
• Identify potential customers and generate customer leads into quoted sites and close deals in the Commercial/Industrial Real Estate space
• Co-ordinating marketing campaigns with sales activities to deliver value and profitability
• Involved in leveraging of a wide range of different marketing materials that aligned directly with driving sales objectives
• Strategic sales planning to reach established targets and to further grow the book of business
• Successfully secured $100k in Enhancements and $680k in new contracts sales.

• Member of the Canadian Management Team
• Managed marketing P&L within a $20M business
• Managed team of three
• Directed the marketing function with emphasis on championing people, the brand and expanding the customer base
• Implemented integrated sales marketing communication plans that maintained brand message, maximized effectiveness, met measurable sales objectives, and executed critical customer relationship management strategy (B2B & B2C) creating core business growth of $6.5M over 8 years
• Using various sources of sales data with actionable recommendations to sales & customers to maximize the business performance (ROI)
• Supported sales trade/retail partners, through product reviews, to establish pricing and applicable marketing program support
• Use all tools available (e.g., SalesForce, BI, POS, NPD, brand health checks, mix management) to ensure appropriate targeted sales objectives and higher than average turns at retail
• Flexibility to adjust to a multifaceted fast-growing environment and willingness to do more than encouraged
• Ability to be a true team-player, as well as be at ease to work independently and autonomously within an ambiguous business model
• Established sales training modules, qualitative and quantitative research, focus groups, product innovation, e-comm, digital initiatives and all packaging production
• Improved comprehensive sales & marketing initiatives to meet corporate 5 - and 15-year strategic plans.
• Collaborated closely with sales teams to develop effective marketing collateral that supported lead generation goals.
• Managed cross-functional teams to execute successful marketing initiatives, enhancing company reputation and customer engagement.
• Regularly presented marketing insights and recommendations to executive leadership, ensuring alignment with overall business objectives.
• Developed comprehensive marketing plans for product launches, resulting in increased sales and market share.
• Spearheaded digital marketing efforts, including website redesign and social media strategy, driving significant growth in online traffic and conversions.
• Led a team of marketing professionals to successfully achieve annual KPIs and business objectives.
• Organized and executed robust, creative experiential marketing events.
• Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
• Mentored junior staff members in best practices for modern marketing techniques, fostering a culture of continuous learning within the organization.
• Conducted market research to inform decision-making and ensure alignment with target audiences'' needs and preferences.
• Negotiated favorable contracts with vendors and agencies, reducing costs while maintaining high-quality results.
• Leveraged public relations strategies to protect the company''s reputation during crisis events or periods of negative press coverage effectively.
• Oversaw rebranding efforts that resulted in enhanced corporate identity and improved brand perception among stakeholders.
• Boosted brand awareness by implementing targeted marketing campaigns and strategic partnerships.
• Utilized advanced analytics tools to monitor campaign performance, making data-informed adjustments as needed to improve results continuously.
• Implemented data-driven strategies to optimize advertising spend, maximizing ROI across all channels.

• 40 Company
• Analyzed brand positioning and consumer insights (Salesforce, Neilsen/Homescan/U&A research projects)
• Shaped and communicated WD-40 brand vision and mission
• Translated brand elements into plans and go-to-market strategies (traditional/digital)
• Led creative development to motivate the target audience to 'take action.'
• Established performance specifications, cost and price parameters, market applications and sales estimates
• Measured and reported performance of all marketing campaigns, and assessed ROI and KPIs (monthly/quarterly)
• Monitored market trends, researched consumer markets and competitors' activities
• Oversaw new and ongoing marketing and advertising activities (traditional and digital)
• Managed all outside agency creative and content development
• Monitored product distribution and consumer reactions
• Managed all aspects of new product commercialization (R&D/Regulatory/Supplier/Packaging design)
• Aligned WD-40 product line around the brand's direction, choices, and tactics.

• WD-40 Company
• Maintained functional sales relationships with National Grocery Broker network (ACOSTA Broker Sales - BC/AB/ONT/QUE, AMCA Broker Sales (Atlantic) and NATIONAL Broker Sales (AB/SASK/MAN))
• Drafted detailed sales action plans for attaining targeted sales objectives with clear profit targets based on measured customer needs analysis to achieve business opportunities
• Managed all customer COP financials (Cost of Production) contract negotiation, trade spend and pricing alignment
• Specifically grew the household business (Major Grocery Retail and Big Box) to over $2M in 3 years +$800k
• Presented sales objectives for all new products in conjunction with marketing insights, research and customer forecast
• Effectively communicated with the Field Sales team and the internal sales department to coordinate promotions with effective POS on all new product launches in stores
• Use a variety of data sources (internal sales reports, Customer POS data, Nielsen data, market trends) to develop desired sales executional excellence across multiple Retail banners
• Attended regional/national trade shows as required
• Developed comprehensive Broker sales & marketing training program, generating +6-10% YOY sales growth
• Negotiated programs and new sku and slotting fee agreements and help manage in-store planograms.

• Keurig Dr Pepper., Finished Goods (Red Juice, Sauces, CSDs) MOTTS (CLAMATO and SAUCE), STEWARTS Managed budget, financials, KPIs, and business insight development plans for Motts brands specific to Costco Canada
• Accomplishments: Key research insights were developed and supported National commercial sales team increasing warehouse display implementation (ACV distribution) by 50%
• Fulfilled Retail Consumer Sampling programs and Account Specific programs
• Costco customer interception grew by 35% vs PY with enhanced in-store sampling displays., (1 yr
• 1 mo.)
• Keurig Dr Pepper., Finished Goods (Red Juice, Sauces, CSDs) MOTTS (CLAMATO and SAUCE), STEWARTS Managed budget, financials, KPIs, and business insight development plans for Motts brands specific to Costco Canada Accomplishments: Key research insights were developed and supported National commercial sales team increasing warehouse display implementation (ACV distribution) by 50%
• Fulfilled Retail Consumer Sampling programs and Account Specific programs
• Costco customer interception grew by 35% vs PY with enhanced in-store sampling displays

• Managed relationship with bottler (PEPSICO)
• Developed and managed marketing budget and activity Calendar ($+2.0M)
• Developed marketing plans designed to engage new and returning customers for Crush, Dr Pepper, Schweppes, and Vernors brands
• Tracked all marketing activities to develop creative ways to increase customer flow
• Tracked competitor activities to prepare counter marketing plans
• Was key stakeholder in all national promotions including Super Bowl, Dr Pepper Under the Cap and Toronto Indy.

• (RC COLA HIRES ROOTBEER, DIET RITE, COUNTRYTIME LEMONADE (RTD) Managed relationship with bottler (Cott Beverages)
• Developed National retail sales & marketing plans by package, flavor, and channel with all Major Grocery and Convenience banners to accelerate volume growth portfolio of independent brands
• Negotiated yearly partner contracts
• Managed annual marketing budget
• Key Accomplishments: Re-energized RC Cola brand and produced consecutive YOY growth of 30% in a mature market
• Negotiated Country Time RTD royalty contract with Kraft to $0 including new investment commitment by Kraft
• (creating savings of $100K annually)
• Expanded Keurig Dr Pepper market penetration with introduction of new Diet Rite 0 Sugar product offering (3 Flavours)
• Voted best new CSD in Sobeys line 2006.
• Analyzed sales and marketing data for improved strategies.
• Conducted market research to identify new business opportunities and stay ahead of industry trends.
• Enhanced team collaboration through regular communication channels, fostering a positive work environment where ideas could flourish.
• Managed sales promotions and marketing strategies on major social media sites.
• Increased market share by identifying untapped customer segments and developing tailored offerings to meet their needs.
• Negotiated contracts skillfully, achieving favorable terms that contributed to bottom-line results.
• Managed cross-functional teams to execute successful product launches and marketing initiatives.
• Excelled in territory management, optimizing travel routes for maximum client engagement and time efficiency.
• Spearheaded successful branding initiatives, sales strategies and public relations approaches to underpin and enhance marketing campaign deployment.
• Performed competitive analyses and adjusted sales and marketing strategies accordingly.
• Outlined marketing strategies and developed collateral in close collaboration with product management personnel.
• Created and expanded sales presentations to new and existing customers increasing net sales revenue by 35% in sales.

Managed relationship with bottler (PEPSICO)

• Developed and managed marketing budget and activity Calendar ($+2.0M)
• Developed marketing plans designed to engage new and returning customers for Crush, Dr Pepper, Schweppes, and Vernors brands.
• Tracked all marketing activities to develop creative ways to increase customer flow
• Tracked competitor activities to prepare counter marketing plans
• Was key stakeholder in all national promotions including Super Bowl, Dr Pepper Under the Cap and Toronto Indy Sponsorships