Scott Applebee

Experience

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  Herman Miller, Inc

  Sept 1988 - Jul 2001

  Product Management Group Leader

  Product Management Group Leader: • Accountable for the development and implementation of the marketing strategy for $200M freestanding furniture and filing product portfolio.• Consolidated marketing and product management functions across multiple Herman Miller subsidiaries.Marketing Team Leader – Meridian, Inc, a Herman Miller subsidiary: • Responsible for product management, marketing research, dealer training, marketing communications/promotions and sales analysis for $200M subsidiary of Herman Miller.• Managed staff of five marketing professionals and multiple project teams.• Developed and introduced a $50 million new Freestanding Desking System product line.Senior Product Manager: • Managed an $80M filing and storage product portfolio. • Created product positioning, pricing, training and promotional strategies for all product lines.• Conducted market research to ensure product differentiation and competitive advantage on new product development projects.Competitive Information Manager: • Developed a company-wide competitive benchmarking and information program.• Provided competitive information and support to the highly successful Aeron chair product development team.• Supported the National Sales Team through the development of competitive information bulletins, videos and product training.Customer Service Representative – Asia-Pacific Region: • Instrumental in setting up a new distributor in Japan.• Established a successful quick ship program that reduced product lead time to Japan to four weeks. Show less

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  Unified Brands, Inc, a division of the Dover Corporation

  Jul 2001 - Mar 2004

  Director of Marketing and Product Management

  • Member of Senior Management Team for an established $120 million manufacturer of appliances for the food service industry.• Responsible for Marketing and Product Management functions in North America for the Groen, Randell and Avtec brands: new product launch, advertising, sales training, sales tools and marketing literature, website, tradeshow management.• Established Product Management function and New Product Development (NPD) processes at the company that brought customer insight and a tollgate process to product development.• Conducted primary customer need research and led new product development teams that introduced two new products and multiple line enhancements, resulting in revenues of over $15 million. • Directed and mentored a staff of six: Product Managers, Marketing Managers and Executive Chef/Trainer.• Responsible for managing Marketing budget to drive growth targets. Show less

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  Electrolux Professional

  Mar 2004 - Sept 2008

  Director of Marketing and Product Management

  • Senior Management Member for a commercial appliance manufacturer start-up operation in North America and Latin America that grew sales to over $20 million in four years.• Established all Marketing and Product Management functions for the United States, Canada, and Latin America from the ground-up: product line management, brand management, advertising, public relations, collateral material development, web-based marketing, event management, dealer marketing and training.• Developed an award winning B2B advertising campaign that changed brand perceptions from vacuum cleaners to a leader in commercial food service appliances in the U.S. market.• Directed and mentored a staff of six: Product Managers, Marketing Managers and Executive Chef/Trainer.• Responsible for managing Marketing budget to drive growth targets.• Partnered with Sales Management to establish and train the sales and distribution network in the United States and Canada.• Introduced 25 innovative new product lines to the North American and Latin American markets. Show less

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  Travelpro International, Inc

  Oct 2008 - May 2016

  Vice President of Marketing

  - Created successful B2C and B2B marketing and product development strategies that tripled sales revenues.- Successfully launched over 20 new product lines, taking market share from key competitors.- Senior Management leader for a leading global luggage manufacturer with multiple consumer brands.- Established all Marketing and Product Management functions from the ground-up.- Responsible for marketing strategies, product management and brand building for company and licensed consumer product brands: Travelpro, Atlantic and National Geographic. - Responsible for direct line management of internal staff and four outside agencies: advertising, public relations, social media and product placement.- Created successful B2C and B2B marketing and product development strategies that tripled sales revenues.- Successfully launched over 20 new product lines, taking market share from key competitors.- Developed and implemented four movie product placement and digital advertising campaigns in partnership with major studios: Paramount, Fox Searchlight, CBS and Sony, increasing brand awareness and revenues.- Developed and grew e-commerce, informational websites and social media sites from scratch.- Implemented successful digital, print and point of purchase campaigns with key retail partners: Macy's, Dillard's and Amazon.com.- Established and managed National Basketball Association (NBA) customer accounts with annual sales of over $100,000 per year. Show less

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  Scott Applebee Consulting

  Aug 2016 - now

  Marketing and Business Consultant

  - Develop effective growth strategies for small- to mid-size companies in consumer goods, industrial products, retail, hospitality, wholesale and services.- Deliver an impactful marketing strategy through market opportunity analysis, brand development, product management assessment, product development planning and business development.- Develop integrated marketing plans including digital advertising, public relations, social media and website planning.- Provide project management leadership support to implement business plans.- Source proven outside service providers to fill gaps in clients' resource capabilities. Show less