Edward Sheldon

Executed cross-functional project plans coordinating multiple departments to ensure promotional materials were communicated and delivered to field sales managers on-time and within budget. Developed and executed comprehensive promotional plans for U.S. and Canadian markets.Collaborated with executive lead team members including CEO, COO, CMO, and EVP of sales to fine-tune promotional strategy and tactics and ensure full alignment prior to execution.

Led commercialization strategies for new product launches to achieve maximum market penetration. Drove consumer demand by integrating national trade marketing, in-store marketing collateral, and purchase deals to create “surround sound” packages for partner retailers, highlighting science based efficacy of our products.Collaborated with field sales team to enhance top retailer promotions with digital marketing programs to drive consumers into stores.Managed team of coordinators to ensure successful implementation of all aspects of promotions.

Directed sales initiatives across Canadian market, including national promotions and marketing executions, new product launches, retailer expansions, and top account negotiations.Managed team of field account managers, key account managers, and back office support staff to deliver Canadian business on day to day basis. Oversaw quarterly P&L performance by driving sales as well as managing marketing and promotional budgets, discount levels, and coupon activity to maximize ROI.Represented company at major tradeshows and summits nationwide, and served as leadership face of company to retailers throughout Canada.

Served on six-member team tasked with launching company’s Canadian business in 2012. Designed and executed national and top account promotional programs to incentivize buy-in and sell-through. Collaborated with top accounts to implement successful product, price, placement, and promotional strategies. Developed and implemented procedures and structures to manage projections, budgets, retail pricing, and communication to ensure success of newly launched Canadian Business.

Managed all corporate meetings, trade shows, and other events. Coordinated all flight bookings, accommodations, meal reservations, etc., for staff and customers attending events. Managed national meetings and trade show logistics on site, ensuring all materials were received and returned undamaged. Located and contracted with suitable venues for all major events.

Designed and contracted for international leisure travel packages (sold to travel agents and directly to consumers). Oversaw competitive analysis around industry to develop products that met and exceeded consumer expectations, and negotiated with suppliers to achieve acceptable price point for tour packages. Trained and coordinated staff of up to six employees to execute tours for customers, ensuring customer satisfaction and repeat business.