Lee Nielsen...

DRIVING AND EXECUTING DIFFERENTIATED STRATEGIES FOR BRAND, REVENUE AND BUSINESS GROWTH

Setauket, NY 11733 631-335-0144 www.linkedin.com/in/leenielsen1 leenielsen2@gmail.com

Passionate and Strategic Sales/Marketing Executive who leverages deep product development, branding,
research and business development experience with highly prominent brands, including Topps, Mattel, Disney, Nickelodeon and Spalding, to improve product position and form profitable and sustainable relationships with accounts, distributors and manufacturers, accelerates revenue growth and increases market share by building and empowering teams for unsurpassed excellence. Possesses a natural talent for fostering collaboration, influencing and building consensus among all stakeholders, from C-suite to warehouse. Demonstrated success in Market Leadership: Within two years increased Regent Sports business within the indoor sport segment, delivering nearly $20M in top-line sales with significant EBITDA improvement. Developed and managed electronic dartboard segment into the largest business unit and single-handedly established Regent as an innovative, market leader. Secured market share leadership year over year even in the face of fierce competition. Business Growth: Expanded Tara Toys SKU count and enhanced portfolio for continued growth by gaining incremental placement in Walmarts stationery, party favor and novelty toys areas, ultimately achieving similar results at Target. Collaborated with product development team to create licensed activity items in new formats and price points that would be attractive to the Walmart and Target consumers outside the traditional toy department. Product Development: Formulated strategy and coordinated manufacturing, quality control, product development and branding at Regent Sports to secure placement of Game Parlor tables at a price point conducive to the Walmart customer, $299 vs. $500+ industry average. Named Walmarts Supplier of the fourth quarter for the 1998 holiday season, due to extraordinary sales, value and execution success.

Capabilities that Drive Tangible Business Outcomes

P&L Management Strategic Business/Sales Planning Management New Market and Business Development Market Research Analysis Strategic Alliances/Partnerships Customer Relationship Management Product /Brand Development and Launch Brand Messaging Organizational Design and Development Category Management Channel Marketing Complex Contract Negotiations Vendor/Distributor Relationships Cross-functional Team Building, Leadership, Mentoring and Coaching Executive Presentations

A Career of Spurring Business Value, Growth and Sustainability through Strategic and Profitable Relationships
Peaceable Kingdom, Berkeley, CA An industry leader in stickers, activities, greeting cards and cooperative games. DIRECTOR OF SALES AND MARKETING, Current
Selected to drive growth through the development of strategic sales and marketing plans to take Peaceable Kingdom to the next level. Responsible for the overall coordination, management, and leadership of all sales and marketing activities domestic and international. Manage, motivate, and mentor staff of 8 reports as well as 23 rep groups with over 200 independent sales representatives. Provide guidance and direction to product development team to strengthen product portfolio, enhance sourcing, and improve margins. Embrace and practice the companys open management style.

The Topps Company, New York, NY Best known as a leading producer of baseball, football and other sports and non-sportsthemed trading cards and collectibles.

VICE PRESIDENT OF SALES, NORTH AMERICA SPORTS AND ENTERTAINMENT, 2011 2013

Actively recruited to expand business into toy, entertainment and sporting goods sectors. Oversaw $125M business unit and directed sales directors/managers, distributors and broker/rep group and trade marketing department. Personally accountable for $35M distributor relationships with Target (Excell Marketing) and Walmart (Beckett Associates). Exceeded Divisional sales plan 15%, while significantly surpassing profit goals.

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The Topps Company (continued)

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Member of executive team that formulated comprehensive three-year global corporate strategic plan, encompassing revenue projections, key initiatives, P&L and profit bridges for global growth and expansion, in collaboration with executive management. Reduced physical inventory exposure and drove incremental revenue with the initiation of a retail distributor buyback program. Reorganized hobby channel (HTA) program to enhance overall service and promotion execution.

Tara Toy Corporation, Hauppauge, NY Privately held distributor of licensed toys, activities, games and party favors. VICE PRESIDENT OF SALES, 2005 2011

Facing shrinking shelf space in Walmarts activities aisle, charged with developing incremental placement opportunities in other toy areas of the store, while maintaining a growing business. Simultaneously managed account development for Target and Sears Holdings and sustained relationships with key licensor partners, including Disney, Mattel and Nickelodeon. Drove 20%+ channel-specific merchandising increases. Grew licensed product revenue 8% through incremental placement within mass channel retailers. Generated $3M in new revenue with the penetration of the Dollar Store channel.

Regent Sports Corporation, Hauppauge, NY Privately owned sporting goods and game company that specialized in game
parlor, outdoor games and team sports under multiple brands to penetrate many channels of trade in the US and Canada. DIRECTOR OF NATIONAL ACCOUNT SALES, 2003 2005 Selected to reenergize indoor sports sales group, leveraging branding and product development expertise to offer new insights into promotional programs, set sales goals and priorities for multiple product categories. Worked with product management team to develop pricing and marketing strategies and interfaced with key accounts to solidify and sustain buyer relationships. Grew Indoor Sports revenue 21% through strategic line extensions into the mass retail channel. Increased retail distribution points by over 1,000 locations through creation of Holiday consumer promotions with Walmart and Target. Emphasized a product orientation mindset at national sales meeting and training sessions.

DIRECTOR OF BRAND DEVELOPMENT, HALEX LEISURE SPORTS DIVISION, 1998 2003

Undertook additional product categories and accountabilities beyond product development, encompassing $45M P&L, top- and bottom-line improvement, and supervision of product managers of billiards, table tennis, darts, baseball gloves and accessories. Directly oversaw $38M electronic dartboards and table games business units. Achieved dominant market position within electronic dartboard category through the launch of many major product innovations. Gained market share within baseball accessories market by helping to secure licensor deals with key partners, including Spalding and T-Ball USA. Optimized customer service by spearheading spare part warehouse/online ordering system. Seamlessly communicated technical product details for over 50 sales personnel throughout the US and Canada with the development of comprehensive sales training materials.

PRODUCT MANAGER, 1993 1998

While some business units produced strong results, there was minimal activity within the indoor sports segment. Brought into company to increase market presence within three product categories, with product, marketing, procurement, strategic and operational accountabilities. Increased sales from $1.3M to $38M within electronic dart boards and game tables through aggressive product development, innovation and strategic partnerships with overseas vendors. Introduced an average of 30 new products annually. Reduced vendor product costs 5% to 8% annually. Traveled extensively to China and Taiwan for product development, key account business planning and presentations.

Education
MBA, Marketing, Hofstra University, New York Frank G. Zarb School of Business, 1996 BS, Marketing, New York Institute of Technology, New York, 1988 Strategic Selling Certification, Miller Heiman Sales Performance Company Leadership, Management, Supervisory Development, MCM Management Consultants Retailer Management Networks, RetailLink (Walmart), Partners Online (Target)