Laura Kellar
Waunakee
Summary
Results-oriented commercial executive with 25 years of leadership experience in sales training, analytics, marketing, and operations. Expertise in driving market share growth and organizational transformation within North America's marine sales network. Proven ability to develop high-performing teams and enhance customer engagement, translating strategic objectives into measurable outcomes. Diverse experience across various commercial functions has shaped a comprehensive leadership approach to foster innovation and sustainable growth.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Director, Dealer Sales
MERCURY MARINE
Fond du Lac
01.2022 - Current
- Lead Mercury Marine’s North American field sales organization responsible for dealer, retailer, distributor, and government channel growth across the United States and Canada.
- Lead a team of 10 direct reports and 17 indirect reports across North America.
- Provide leadership to Regional Business Directors and commercial teams supporting dealer, retailer, distributor, and government sales channels.
- Drive organizational effectiveness through talent development, succession planning, coaching, and leadership development initiatives.
- Support and influence a dealer network of more than 5,000 dealer locations across North America.
- Led commercial strategies that contributed to more than five points of market share growth across the United States and Canada, helping position Mercury Marine as the North American market share leader.
- Developed and executed growth initiatives supporting a network of 5,000+ dealer locations, strengthening dealer engagement, profitability, and market performance.
- Partnered with major national retailers including Amazon and Walmart, driving sustained double-digit year-over-year growth while expanding regional retail channel performance.
- Launched a comprehensive co-op marketing initiative that increased dealer participation in consumer events, boat shows, and local marketing activities, strengthening consumer awareness and brand consideration.
- Introduced a strategic Parts & Accessories growth program focused on increasing dealer share of wallet and expanding recurring revenue opportunities, resulting in high single-digit annual growth for six consecutive years.
- Lead strategic initiatives focused on dealer programs, repower growth, government market expansion, retail channel development, and organizational effectiveness.
- Partner closely with executive leadership, product management, engineering, marketing, finance, operations, and service teams to align commercial execution with corporate growth objectives.
Director, Inside Sales
MERCURY MARINE
Fond du Lac
09.2016 - 01.2022
- Led Mercury Marine’s Inside Sales organization supporting North American dealer, distributor, and customer engagement activities.
- Directed inside sales, customer account support, forecasting, and commercial planning activities across North America.
- Led teams responsible for customer engagement, dealer support, and sales execution.
- Enhanced sales processes, customer communication strategies, and CRM utilization to improve organizational effectiveness.
- Partnered closely with field sales, marketing, product management, finance, and operations teams to improve commercial performance and customer experience.
- Supported strategic growth initiatives that strengthened channel relationships and increased sales effectiveness.
Manager, Sales Operations
MERCURY MARINE
Fond du Lac
01.2013 - 09.2016
- Led sales operations, forecasting, analytics, and business planning functions supporting North American commercial activities.
- Managed sales forecasting and business planning processes supporting executive decision-making.
- Developed reporting and analytics tools that improved visibility into business performance and market trends.
- Partnered with sales and operations leadership to improve forecast accuracy and demand planning effectiveness.
- Provided insights and recommendations supporting growth initiatives and operational improvements.
Trade Marketing Manager
MERCURY MARINE
Fond du Lac
05.2008 - 12.2012
- Led dealer-facing marketing programs and channel initiatives supporting growth and dealer engagement.
- Developed and executed trade marketing strategies supporting dealer development and market growth.
- Managed promotional programs, dealer communications, and channel marketing initiatives.
- Supported product launches and dealer-facing campaigns that increased engagement and visibility.
- Partnered with sales teams to strengthen dealer relationships and improve channel performance.
Sales Analytics & Forecasting
MERCURY MARINE
Fond du Lac
04.2004 - 04.2008
- Managed sales analytics, forecasting, reporting, and market intelligence initiatives.
- Delivered forecasting and analytical support for sales planning and inventory management.
- Developed reporting tools used to monitor performance, identify trends, and support business decisions.
- Provided market insights that informed commercial strategy and production planning.
Sales Training Administrator
MERCURY MARINE
Fond du Lac
04.2001 - 03.2004
- Supported sales training, dealer education, and organizational development initiatives.
- Coordinated training programs for sales personnel and dealer partners.
- Supported onboarding and development efforts across the sales organization.
- Assisted in the creation and administration of training content and development programs.
Education
Bachelor of Science Business Administration (B.S.B.A.) - Business Administration and Management
Ottawa University
Associate Degree - Marketing
Fox Valley Technical College
Skills
- Dealer Development
- Sales Management
- Channel Development
- Commercial Management
- Government Markets
- Commercial Markets
- Strategic Leadership
- Business Planning
- Organizational Change Management
- Executive Relationship Management
- Team Development
- Coaching
Certification
- Lean Six Sigma Green Belt Certified
- Design Thinking Advisor
Leadership Strengths
- Ability to Translate Corporate Strategy into Tactical Execution
- Executive & Customer Relationship Management
- Organizational Change Leadership
- Business Strategy in Emerging Retail & E-Commerce Environments
- Employee Development & Coaching
- Cross-Functional Team Leadership
- Customer-Centric Growth Strategies
- Market Share Expansion
- Resilience and Adaptability in Dynamic Business Environments
- Commitment to Continuous Learning and Innovation
Timeline
Director, Dealer Sales
MERCURY MARINE
01.2022 - Current
Director, Inside Sales
MERCURY MARINE
09.2016 - 01.2022
Manager, Sales Operations
MERCURY MARINE
01.2013 - 09.2016
Trade Marketing Manager
MERCURY MARINE
05.2008 - 12.2012
Sales Analytics & Forecasting
MERCURY MARINE
04.2004 - 04.2008
Sales Training Administrator
MERCURY MARINE
04.2001 - 03.2004
Bachelor of Science Business Administration (B.S.B.A.) - Business Administration and Management
Ottawa University
Associate Degree - Marketing
Fox Valley Technical College