Greg Ellal

Experience

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  Seton Identification Products

  Jan 1985 - Jan 2000

  Marketing Manager

  • Held many marketing and new business positions of increasing responsibility for this B2B marketer of safety and identification products• Experience includes direct mail catalog and solo circulation, customer acquisition, customer retention, list selection, product management, catalog and solo mailing creation, new product development, vendor management, budgeting and forecasting• Increased revenue by 15% in the commercial construction market by adding new products and services• Developed a B2B company to compete with low-priced competitors and grew revenue to $3 million; project included developing a new marketing, branding, targeting and operational strategy Show less

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  Professional Cutlery Direct

  Jan 2000 - Jan 2003

  Marketing Manager

  • Led all marketing, advertising, email and e-commerce programs for this $10MM B2C direct marketer of high-end cutlery and cookware• Developed a customer segmentation strategy which improved profitability by 17%• Managed all circulation efforts including forecasting, mail plans, list strategy, cooperative databases, merge-purge and print vendors• Negotiated a multi-year print contract resulting in savings of $150K per year• Initiated a sales forecasting system that enabled the company to project growth and profitability to better manage the business• Developed email campaigns and led the overhaul of the website which accounted for 30% of revenue Show less

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  Advo

  Jan 2003 - Jan 2005

  Senior Product Manager

  • Led a $300MM product line for this direct mail advertising company• Created new products resulting in an incremental $5MM revenue• Delivered a strategic marketing program that combined companies’ core competencies into a cohesive marketing launch package for the sales team• Developed a strategic roadmap to lay the foundation for future growth

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  S&S Worldwide

  Jun 2005 - Jan 2019

  Product Marketing Manager/Project Manager

  • Led 12-person product management team for this $90MM direct response marketer• Created strategy and collaborated with 15 peers to execute 10 large direct response marketing campaigns per year with 100% record of meeting deadlines over 13 years• Improved profitability of new products added 20% by creating standards for acceptable revenue and margin goals• Led pricing strategy, including a new strategy which increased revenue 10% and improved margin• Researched customer needs and added new product lines which increased sales 15%• Led a cross-functional SKU rationalization initiative resulting in 20% reduced costs and improved inventory position• Revamped e-commerce product pages to improve website conversion by 8% Show less

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  The Siemon Company

  May 2019 - May 2020

  Global Product Marketing Manager

  • Led a $20MM product portfolio for this manufacturer of structured cabling solutions• Researched and developed business plans for new product development expansion of 5 new products and worked through stage-gate process to product launch• Led a 10-person team to research a new market and develop a business plan for entry, within goal of 4 months

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  PlusMedia, LLC

  Nov 2020 - now

  Senior Media Planner