Michael Lang

Experience

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  All-Pak, Inc.

  Jan 2001 - Sept 2008

  Marketing Manager

  Reported directly to the President and COO • Developed, prioritized, implemented, and managed a mix of marketing strategies that contributed to sales and overall company growth.• Established the Marketing Department through the writing and execution of a five-year plan that yielded the company’s annual marketing budget and marketing strategy, which contributed to the doubling of the annual company growth rate.• Created and expanded a library of high quality product catalogs, brochures, flyers, and other collateral materials, providing professionally designed, printed sales and marketing tools for multiple divisions.• Developed company advertising, both print and electronic, including content, design, and layout and selected the media that was used to disseminate the advertising, including trade publications, local periodicals, radio, and other forms of media.• Added more precision to sales planning and continuous progress tracking through thoroughly orchestrated market research and direct marketing, resulting in a steady stream of new customer relationships and significant sales momentum.• Actively contributed to and was an integral part of new product evaluation and marketing yielding over 2,000 new products.• Created/rebuilt and expanded five company websites including SEM, optimization, and web analytics, providing professionally designed, ecommerce sales and marketing tools for multiple divisions.• Secured mutually beneficial third party agency contracts and relationships.• Acted as the voice-of-the-customer by executing the customer satisfaction process as defined by the company’s ISO 9001:2000 certification including the administration of customer satisfaction and loyalty surveys. Show less

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  Travels of Distinction

  Aug 2005 - Feb 2010

  Founding Member and Managing Partner
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  Karndean Designflooring

  Mar 2010 - May 2013

  Senior Marketing Manager

  • Contributed to a growth strategy that has seen the size of the company double both financially and in head count in the last three years• Defined, wrote, and directed comprehensive marketing plans for the retail and commercial marketing channels, targeting specialty flooring retailers, flooring contractors, consumers, architects, interior designers, and commercial end-users• Introduced new strategies to the company including consumer market research, both qualitative and quantitative, consumer segmentation, and a formal, retail customer co-op Marketing program• Developed a highly focused retail target market prospecting program utilizing Nielsen Market Research• Led, developed and mentored a Retail Channel Marketing Manager, three Marketing Specialists, and a Product Manager• Directed an external marketing agency that provided PR, advertising, and creative services• Regularly sought out by industry trade publications for comments and interviews on the state of the industry and other newsworthy topics (Google: Karndean Michael Lang)• Defined and managed the US Marketing budget, with P&L responsibilities• Identified/developed and managed the team's resources to achieve the objectives defined in the US marketing plan• Managed the US coordination of new product launches• Managed Karndean's wide portfolio of merchandising materials including Point-Of-Sale displays, samples, and collateral• Directed Karndean's marcomm process and lead generation process• Directed Karndean's participation in consumer, commercial, and retail trade show exhibitions as well as all corporate customer events• Collaborated with the International Marketing Director to ensure that regional marketing plans were consistent with international marketing strategy• Managed the Karndean Designflooring brand in the US• Managed and measured the Karndean Designflooring US website, including SEO, in collaboration with the International Online Marketing Manager – www.karndean.com Show less

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  FMC Technologies

  Sept 2013 - Jun 2015

  Global Marketing Manager

  • Planned and directed the efforts of the global product management, marketing communications, creative services and market research functions• Developed a strategic marketing plan to support key initiatives in various market segments and geographies including new product launches, product enhancements, and competitive actions• Led strategy development, supported new business development opportunities and determined tactics to strengthen market share and customer relationships, which contributed to top line sales growth and EBIT growth through efficient management of the marketing budget• Owned product lifecycles and directed and managed the product development function by introducing and executing formal procedures based on Stage-Gate and agile/scrum principles• Trained different departments on these processes, including but not limited to the Engineering, Marketing, Sales, Operations, Procurement, and Production functions• Evolved the product strategy for the software, engineering and support that delivered automation, process control and information technology throughout the energy supply chain• Worked closely with business development to identify and evaluate opportunities for inorganic (M&A, partnerships) and organic growth• Supervised and directed analysis to assess markets, competitors, customers, and opportunities• Guided the development of a marketing technology plan that supported growth, sales force automation, customer communications, campaign management, interactive marketing and e-business solutions• Directed marketing communications program development and execution to support increased awareness, customer acquisition, customer retention, and positioning• Managed advertising, both electronic and print, and multi-media tools as well as tradeshows and company and/or customer events• Acted as an evangelist for the brand and ensured compliance of materials, processes, and programs with the FMC Technologies’ branding policies Show less

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  Travels of Distinction

  Jun 2015 - Apr 2021

  Founding Member and Managing Partner

  • Established this successful travel consultation company and evolved it from a start-up into a thriving, profitable business • Maintained a rolling 3-year strategic plan that included a “5 P’s” marketing strategy, sales development & sales growth tactics, staff and financial management• Created all aspects of the brand including content, messaging, tagline, tone, colors and presentation• Developed sales and marketing strategies to grow the business including identifying new opportunities, sales pipeline management, and tracking sales performance• Graphically designed and wrote all collateral materials• Planned and executed all email marketing campaigns• Developed lead generation programs to include lead source evaluation, workflow and conversion analysis• Managed all media releases to ensure that the business received timely, accurate, and regular coverage• Measured the reach, efficacy, and overall success of all sales and marketing programs• Managed and maintained all accounting and financial commitments including P&L, accounts receivable, accounts payable, and taxes• Researched, created and placed all advertising, print and digital/social• Created and managed company website including UI, backend MySQL database, optimization, and web analytics (Adobe Analytics) Show less

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  TROY Group, Inc.

  Apr 2021 - Feb 2023

  Director of Marketing

  • Led and directed an internal marketing team and external digital marketing/web development agency through the execution of a robust strategic plan consisting of an integrated mix of marketing tactics• Worked closely with Sales and Product Management to build comprehensive and fully cohesive marketing campaigns designed to generate leads and increase revenue• Directed product marketing strategy including market research, customer needs analysis, content creation and dissemination, product positioning, pricing, branding/awareness messaging, assurance of service readiness, sales tools, delivery of sales channel training and go-to-market plans• Improved the performance of the company website through best practice UX, paid media budget management, inbound traffic generation and e-commerce/marketing qualified lead production• Championed the hardware and software innovation process by facilitating new product development submissions through ongoing, internal solicitation of concepts, driving the concept review process and maintaining a repository of concepts for the company's consideration• Cultivated design thinking principles and agile processes to enable innovation in new product design and product lifecycle changes• Supported engineering during the new product development process including documentation of marketing requirements, approval of engineering specifications, and project schedule approval• Directed marketing communications tactics including email automation, social, direct, PR and retargeting/re-marketing messaging• Monitored competitor activity and technology trends impacting the market, refining and communicating product positioning as necessary• Managed projects in support of OEM’s, Hewlett Packard and Konica Minolta, including sales presentation updates, sales literature updates, and support of OEM driven promotional events Show less

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  SAE International

  Apr 2023 - now

  Marketing Technology Manager