Hi, I’m
Sarah Haenel
Janesville ,WI
Work Preference
Summary
Senior Sales and Marketing Leader with over 25 years of experience delivering sustained revenue growth across North American manufacturing and industrial markets. Extensive background managing multimillion-dollar portfolios, leading geographically dispersed teams, and executing structured go-to-market strategies. Demonstrated strength in channel development, key account management, product commercialization, and cross-functional collaboration. Known for disciplined execution, data-informed decision-making, and building long-term customer partnerships that support profitable growth.
Overview
31
years of professional experience
4
years of post-secondary education
Work History
ArmacellNorth America
North American Sales & Marketing Manager
03.2022 - 01.2026
Job overview
- Directed a $20M North American distribution network for backer rod products, optimizing channel strategy and regional performance.
- Developed and executed go-to-market strategies for custom foam profiles across packaging, window/door manufacturing, and OEM segments.
- Established and expanded dealer networks for coextruded foam playground padding throughout North America.
- Provided technical and commercial support to 50+ customers across five product groups, improving customer satisfaction and retention.
- Delivered structured customer and market feedback to manufacturing and product development teams to support continuous improvement.
Filtration GroupKenosha, WI
Western Regional Manager
03.2020 - 03.2022
Job overview
- Led the Finishing Division across the Western U.S., Canada, and Mexico, overseeing regional sales strategy and execution.
- Managed and coached a team of 10 inside sales professionals generating $10M in annual revenue.
- Designed regional growth initiatives focused on margin improvement, account prioritization, and channel alignment.
- Launched three targeted market programs, increasing engagement with top-performing dealers by 20%.
- Delivered application-based technical solutions to customers, resolving complex filtration challenges and strengthening long-term partnerships.
Boise CascadeRochelle, IL & Marion, OH
Senior Account Manager
09.2005 - 10.2019
Job overview
- Managed multi-state territories representing Boise Cascade’s full product portfolio.
- Drove new business development through product introductions, program implementation, and account expansion.
- Provided customers with market intelligence, trend analysis, and strategic insights to support their growth plans.
- Increased market share during a 60% industry contraction by focusing on existing customers and value-based selling.
- Expanded territory revenue from $7M to over $20M during and following the Great Recession despite widespread market closures.
Boise CascadeRochelle, IL
Sales Manager
01.2010 - 01.2012
Job overview
- Led a cross-functional team of 12 across product management, outside sales, customer service, and national accounts.
- Managed over $40M in annual revenue while improving team efficiency by 20% through process optimization.
- Directed product launches, pricing strategies, and market positioning across multiple sales channels.
- Built and maintained strategic partnerships with 20+ key vendors to support sourcing and growth initiatives.
- Collaborated with logistics, credit, and engineering teams to successfully deliver solutions for 50+ customer projects annually.
Universal Forest ProductsJanesville, WI
Account Manager
06.1998 - 10.2005
Job overview
- Managed a $10M multi-state sales territory including Chicago Metro, Northern Illinois, Iowa, Minnesota, and Southern Wisconsin.
- Developed new customer accounts while expanding existing relationships through product and program introductions.
- Oversaw annual sales forecasts, budgets, and performance tracking for assigned territory.
- Maintained and grew relationships with 40+ accounts, including national retailers, wholesalers, and lumberyards.
- Partnered with internal teams to align inventory, pricing, and delivery with customer expectations.
Georgia-PacificMadison, WI / Louisville, KY / Denver, CO
Hardwood Plywood Product Specialist
10.1994 - 05.1998
Job overview
- Increased industrial customer sales by over 10% during company restructuring, outperforming regional averages.
- Grew manufactured housing customer sales by 300%, achieving $2M in annual revenue within one year.
- Collaborated with cross-regional sales teams to drive a 320% increase in key account revenue to over $3M.
- Launched targeted sales programs with major customers, generating $300K in incremental revenue year-over-year.
- Supported purchasing and operations teams to align product offerings with evolving market demand.
Skills
- Sales & Marketing Strategy
- Revenue Growth & P&L Management
- Channel & Dealer Development
- Market Segmentation & Expansion
- Team Leadership & Coaching
- Key Account Management
- Product Launch & Positioning
- Contract Negotiation
- Technical & Application-Based Sales
- Forecasting & Budgeting
PROFESSIONAL ATTRIBUTES
- Strategic and analytical thinker
- Strong negotiator and presenter
- Relationship-driven leader
- High integrity with a results-oriented mindset
EDUCATION
Bachelor of Arts – Management & French
Luther College, Decorah, IA
Institute of European Studies
Paris, France
Languages
English
Native
Native
French
Proficient (C2)
C2
Education
Luther CollegeDecorah, IA
Bachelor of Arts from Management And French
09.1990 - 05.1994
Availability
See my work availability
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Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
North American Sales & Marketing Manager
Armacell
03.2022 - 01.2026
Western Regional Manager
Filtration Group
03.2020 - 03.2022
Sales Manager
Boise Cascade
01.2010 - 01.2012
Senior Account Manager
Boise Cascade
09.2005 - 10.2019
Account Manager
Universal Forest Products
06.1998 - 10.2005
Hardwood Plywood Product Specialist
Georgia-Pacific
10.1994 - 05.1998
Luther College
Bachelor of Arts from Management And French
09.1990 - 05.1994