DAVID DECEMBER

21st CENTURY EQUIPMENT, LLC – Scottsbluff, NE

John Deere dealership with 16 locations in Colorado, Nebraska, and Wyoming with annual total revenues of ~$500M.

Note: The John Deere agriculture area of responsibility is approximately 55,000 square miles – about the size of Illinois.

• Brought on board to optimize existing website, develop new ecommerce site, create brand strategy, and monetize tech support services. Reporting to CEO, president, and founder, develop annual marketing and aftermarket plans, coordinate launch of marketing initiatives, manage $1.5 million-dollar marketing budget. Work with sales, aftermarket, integrated solutions group to create customized plans for 16 locations. Joined forces with product specialists to obtain voice of customer input to create collateral for various media development projects.
• Lead bi-weekly 1:1 calls with each district manager to address specific needs and ensure alignment with sales, aftermarket, and Integrated Solutions Group objectives.
• Manage team and oversee development and execution of integrated marketing programs – websites, materials, promotions, direct communications, sponsorships, and merchandising materials. Write and distribute press releases. Conduct market research, track competitors, develop key-performance-indicators and benchmarks.
• Oversee social media , digital advertising, ecommerce), traditional advertising (newspaper, radio, magazines), quarterly flyer, promotional items, events, photoshoots, video production.
• Direct marketing projects for HR, Bulk Fluids, Sales, Service, Parts, Precision Ag, Used Equipment, Retail Showroom. Serve as company marketing representative at John Deere meetings and events.
• Deliver BMR and John Deere Presentations. Support ideation with CEO for presentations and letters.
• Selected by John Deere to participate in Marketing DPG / Dealer Performance Group – one of 10-12 peers from John Deere dealerships in US and Canada. Network and discuss issues related to performance improvement / software.

Key Projects and Contributions:

• Revitalized Web Presence: Hired outside team and directed total redesign of company website and development of a state-of-the-art ecommerce site – lauded for professional appearance and improved utility. Researched effectiveness of existing website and created new segment-targeted, SEO-optimized sites based on best practice recommendations from audit report (i.e., load time, segmentation, compatibility issues, broken links, keyword optimization / SEO, hosting, and server issues, bounce rates, lead generation, Google Analytics). Continuously maintain, update, and add new SEO-driven content to ensure optimum customer engagement.
• Improved Lead Generation and Grew Ecommerce Sales: New website generated 8,877 leads in the first six months – 292 became sales campaigns, 30% were opportunities with a value of $555,152, and 16 opportunities were won for a value of $125,059. (None of leads were provided by JDAIM or any other program generated by John Deere or other 21st Century Equipment promotions). Realized an 800% jump in ecommerce sales over previous e-commerce site. Introduced Robot Lawn Mower on ecommerce site that generated 55.9% margin for 50 mowers sold.
• Optimized Branding Strategy: Updated brand strategy to ensure a consistent omni-channel customer experience at all locations. Developed branding and logo guidelines – brand colors, clothing guidelines, social media guidelines, sponsorship guidelines, fleet graphics, equipment decals, vehicle signage, banners, and promotional signage. Positioned company as premium vendor, garnered positive feedback from local customers, and received high scores from employees on branding appearance.
• Monetized Tech Support: Developed program to market and sell “integrated solutions technology” services. Collaborated with team of department heads to determine pricing and best practices for multiple packages that provide different levels of support on complex equipment. Created marketing materials for sales team. Initially, program generated sales of 73 packages ($326K revenue); in 2021, 162 contracts were signed ($555K revenue in 2022). In addition, established $110/hourly charge for Customer Assistance Center phone support for technical service.
• Launched Digital Recruiting Campaign: Generated 253% ROI by repurposing successful 21st Century Equipment “Culture” marketing collateral with agency to create Now Hiring Recruitment Campaign to recruit service technicians (June 2022). Utilizing geo targeted social media, Google digital advertising, YouTube, TikTok, and SnapChat video, campaign generated year-over-year user increases (+160%), new users (199%), and sessions (162%) on 21st Century Equipment website Careers page. Received 148 applications and hired 21 service techs by March 2023.

Diversified, family-owned corporation with operating subsidiaries engaged in corn wet milling, animal feed production, and food product manufacturing. Kent Nutrition Group (KNG) is the animal feeds division with sales exceeding $250M annually.

• Reported to VP and led 5-person product management team for Kent and Blue Seal brands of animal feeds (3,400 SKUs with $250 million annual revenue). Developed marketing plan and annual business plan. Managed marketing team and interfaced with marketing communications, local teams, engineering, product marketing managers, and sales. Analyzed effectiveness of existing systems and recommended new technologies to improve service delivery and efficiencies. Achieved annual goals for sales, profit contribution, inventory turns, and strategic imperatives for whole goods and parts/accessories. Initiated change to promotion strategy and implemented new timeline to expedite launches.
• Provided leadership and subject matter expertise to support new product development; product lifecycle management; product road mapping; Pricing; and. Worked closely with Marketing Services, PhD Nutritionists, Legal and Sales, Finance and Sales Support.
• As Interim Beef & Dairy Product Manager, launched eight new products that generated sales of $1.9 million in the first year.
• Developed and executed PMP / Project Management Process training program for 18-person marketing team to facilitate punctual launches and improvements in project planning.

• As Product Manager (Contract) for Parts, Service, and Customization (PAC), provided recommendations for braking, suspension, bearings, seals and hardware accessory lines. Developed project plans, cultivated channel partner relationships Studied global aftermarket trends and recommended new product and technology projects to improve overall profitability for company.
• Launched new aftermarket product offerings for braking and suspension for model-year 2022-23 motorcycles.

Multinational corporation with global headquarters in the UK; specializing in world-class equipment and technology for agriculture and construction.

Director, Channel Marketing (2012–2015)

Reported to VP and managed 23 employees in the Parts and Service departments – pricing, communication, e-commerce, service marketing, merchandising, and corporate events for the CNH family of brands (e.g., Case IH, Case Construction, New Holland Agriculture, and New Holland Construction). Managed annual marketing budget of $7M to deliver business strategies supporting $10 billion+ in sales revenue. Worked with divisional management to lead long term strategic and annual planning processes for the division. Represented CNH at various industry functions, meetings, and events. Maintained distributor and dealer relationships and played a visible role at seminars and trade shows.

• Aligned customer-to-product lifecycle and innovated integrated seasonal campaigns based on market conditions – direct and digital retail catalog, print ads, radio script, banner ads, social media, POP materials, SEO, and targeted email.
• Implemented process management to drive long-term use vs. one-time expense – resulting in 154% increase in co-op advertising materials used by dealerships; 6.7% increase in retail sales for participating dealerships; and 28% increase in brand loyalty at participating dealerships.

Director, Global Communication (2011–2012)

Collaborated with regional brand communication organizations, marketing agencies, and internal stakeholders to define / execute global marketing product line strategies. Managed creative budget for worldwide marketing communication. Established guidelines and best practices for projects in all regions; provided brand governance for North America, South America, Europe, International, and Asia Pacific. As corporate liaison to CNH’s central communication organization, maintained external PR relationships and coordinated brand activities and trade shows. Advised senior managers on preparation and release of internal / external communications and press releases.

• Cultivated critical relationships with key global press and online media agencies.
• Partnered with global media agencies and regional media managers to ensure that audiences were properly defined, and strategic objectives were met.
• Planned and executed strategic direction for Global Regions including Europe, International (Asia, Australia, Russia), South America, North America.

Product Manager, North America (2007–2011)

Directed global product line management to drive sales and market share. Managed analytics and created pricing strategy and branding guidelines. Collaborated with Communications, Sales Organization, Pricing, Programming, Training, and internal stakeholders to ensure consistency and alignment with corporate goals. Collected qualitative and quantitative voice of customer information to build product development plan. Developed and maintained relationships with key press and media representatives.

• Managed product development process and launched all-new 200 Series New Holland Construction skid steer loader models (via webcast) – generating orders equivalent to 8-month supply for North America based on 2010 YTD sales in just two weeks post launch.
• Note: Product launch display included limited edition units at 2011 National Farm Machinery Show (attendance 302,424) and at 2011 Construction Expo (100,000+ attendees). Presented at media events for key publications in each industry.

Marketing Manager, Midwest Market, Chicago, IL (2006–2007)

Provided vision for annual integrated marketing plan, including targeted product offerings, marketing communications, traditional / off-site grassroots dealer events, and promotional plans. Managed $18M Lincoln Mercury Dealer Association (LMDA) marketing budget and created advertising programs in coordination with Young & Rubicam to drive sales, expand market share, maintain brand integrity. High visibility role with strong public relations emphasis and extensive interaction and collaboration with dealer organizations. Collaborated with other internal / external divisions, including national marketing communications, local teams, dealer development and sales to acquire voice of customer input on products and promotions.

Marketing Specialist, Midwest Market, Chicago, IL (2005–2006)

Planned co-op marketing initiatives and functioned as go-to person for Lincoln Mercury marketing contests, incentives, product training, and product specifications. Coordinated scheduling, managed contract administration, and oversaw Auto Show display setup and incentives. Managed sponsorship of 2006 Kentucky Derby Festival.

Marketing and Franchise Coordinator, Cincinnati, OH (2005–2005)

Proactively supported new product launches. Serving as deputy or interim Franchise Manager, evaluated dealers’ capital, character, capacity, and customer service - to appoint new Lincoln Mercury dealer in Cincinnati metropolitan area.

Zone Manager, Cincinnati & NW Region, Cincinnati, OH and Seattle, WA (2001–2004)

Managed Zone Marketing Programs conducted P&L analysis, prepared financial forecasts, and managed dealer inventory planning.