Shulton Thomas
Tampa,FL
Summary
Dedicated and results-driven professional with a proven track record as a Director of Sales in the dynamic motorcycle industry, and U.S. Army Transportation Logistic as an Army Officer during peace and war conflicts. Over 15 years experience of turning around business performance and engagement at all levels and devising and executing strategic plans, consistently propelled revenue growth while optimizing operational efficiency. Expert in network development and analysis, field and inside team management and leader with understanding of how relationship management, strategic planning creates strong partnerships to drive business success. Skilled in executing large on-the-ground events and rallies to improve brand awareness and customer retention, and capitalizing on business opportunities, adept at steering cross-functional teams toward achieving ambitious sales targets. Commitment to excellence, combined with a passion for innovation, has led to the successful expansion of market presence and enhanced customer satisfaction. Awards received for accomplishments that encompassed large military operations supporting combat, planning, build up and redeployment mission execution, and humanitarian operations. Seeking a challenging leadership position to leverage skills and experiences, and work with a team to drive business expansion and operational excellence.
- Managed field markets to achieve 1/3 of overall revenue in all business categories: vehicles, parts and accessories, and apparel while maintaining strong operating profits.
- Responsibilities encompassed the largest and multiple ownership U.S. network locations, and consistently achieved growth and business objectives that aligned corporately while supporting dealership performance initiatives.
- Leadership in the Southeast market led to the assignment of the largest number of dealerships with senior Field Sales Managers, Inside Sales Representatives, and Police Fleet Sales Teams operating across all U.S. markets.
- Business market leader during the largest industry events and rallies in the U.S. over multiple years, and military leader during unique operations at sea ports, urban and rural ground situations, and joint collaborator supporting humanitarian operations during U.S. Military operations during Desert Shield and Storm.
Overview
24
24
years of professional experience
Work History
Director of Sales
Harley-Davidson Motor Company
12.2019 - 10.2023
- Managed sales team comprised of field managers and inside sales reps, and supporting operations team of 15 members, providing guidance, coaching and support to 220 dealerships which accounted for 1/3 of dealer network over three year period.
- Achieved sales goals and service targets by cultivating and securing dealership relationships, and understanding of supporting business development center and lead generation and performance which lead to customer retention and sales performance.
- Forecasted sales and established processes to achieve sales objectives and related metrics.
- Collaborated on pricing strategies to maintain competitive pricing and maximize profits.
- Leadership contributor in establishment of ambitious sales targets and plans, managed deployment of business strategies, and developed go-to-market plans to capitalize on revenue opportunity.
- Worked with team to develop sales strategy based on research of consumer buying trends, product development, and market analysis.
- Worked closely with product teams to analyze product lineup and understand customer needs and requirements for future product introductions.
- Achieved dramatic 15% to 20% sales increase by skillfully managing dealer network placement and business dashboard metric analysis and sales team reviews that identified individual dealer group opportunities.
- Collaborated with marketing teams to help sales campaigns reach target audiences.
- Managed and motivated sales team to increase supported network dealership's operating profits from 5% goal to over 10% average in one year.
- Corporate Liaison to multiple network owner 20 Groups established to collaborate on business performance improvements and operational excellence to develop action plans to accomplish shared objectives.
- Supported largest customer-facing rallies in U.S.: Sturgis, Bikeweek, Laconia and Milwaukee Homecoming that in totality hosted over 1 million customers annually.
Director of Market Operations - Southeast
Harley-Davidson Motor Company
12.2014 - 12.2019
- Developed strong U.S. performing market that consistently delivered 27% of overall vehicle sales out of five markets which accounted for 97 dealership locations.
- Managed Field Sales Team of 7 District Managers and 3 Service Support Representatives.
- Consulted and executed plans to consolidate network operations and restructure field sales team. This included work to influence dealership buy-sells that improved market performance.
- Built constructive relationships while collaborating with other cross-functional teams in service operations, parts and accessories, apparel and licensing, market strategic planning, and other business leaders to develop cohesive strategies and drive growth.
- Executed Daytona Bikeweek Rally that welcomed 250,000 to 300,000 customers with marketing, and network collaboration during my tenure in Southeast Market.
District Manager - Southeast (Two Districts)
Harley-Davidson Motor Company
12.2005 - 12.2014
- Supervised 20 dealership locations, and had responsibility for every dealership during this period for state of Florida that were largest producing out of 40 district managers in U.S. market.
- Achieved highest dealer engagement scores at company and above industry averages.
- Supported largest Dealers Associations in U.S. with 100% participation in State of Florida.
- Supported Daytona Bikeweek, Thunder Beach (Panama City Beach, FL), and Biketoberfest fall rallies during assignment, and managed customer relations during one national vehicle recall operation during Bikeweek rally. Instrumental in operational support of customer vehicle repairs that helped boost recall completion rates to 75% in Florida and contributed to customers satisfaction attending from surrounding states.
District Manager - Northeast
Harley-Davidson Motor Company
12.2001 - 12.2005
- Managed smallest producing district in up-state New York, and Pennsylvania with high brand loyalty and oldest family owned network businesses.
- Improved dealership market penetration to market average of 48% with traditionally underperforming dealers.
- Capitalized on relationship building and field team collaboration that lead to improved industry acumen, and ability to help dealers improve business operations that led to improved district performance.
- Supervised 20 locations to enforce high-quality standards of operation.
- Met deadlines by proactively setting personal scheduling of dealer visits and follow calls and developed actions and task log to manage performance objectives.
Parts & Accessories Wholesale Marketing Manager
Harley-Davidson Motor Company
12.1999 - 12.2001
- Collaborated on company whole sale brand messaging with product category managers, executed printing of collateral materials, supported communication of promotional strategies, and supported network product commercialization and field team training during two yearly global buying events to achieve $500 million dollar business goal.
- Supported development of outside U.S. market purchasing tools and translations that boosted global network purchases and understanding of product features, advantages and benefits that were included in customer-facing marketing materials.
- Researched developing trends to stay updated with new ideas and marketing practices in parts and accessories business by attending vendor shows and working with category managers.
- Collaborated with development and implementation of marketing strategies to use for product launches, rebranding campaigns and promotions supporting consumables, decorative and performance product categories in accessory business.
Education
Bachelor of Science - Transportation And Logistics
Iowa State University
Ames, IA08.1983
Skills
- Strategic Planner and Executer
- Team Deployment and Management
- Business Analysis and Profit Target Achievement
- Engagement Professional and Team Contributor
Accomplishments
- Multiple Harley-Davidson Motor Company Executive Leadership Training Accomplishments - Milwaukee, WI
- NCM Associates (General Management Executive Program) - Kansas City, MO
- The Command and General Staff College - United Sates Army - Fort Leavenworth, KS
- Forces Command Transportation Corps Regimental Officer of the Year - United States Army - Fort Eustis, VA
- U.S. Army Officer Veteran - Major (Bronze Star and Other Awards)
Timeline
Director of Sales
Harley-Davidson Motor Company
12.2019 - 10.2023
Director of Market Operations - Southeast
Harley-Davidson Motor Company
12.2014 - 12.2019
District Manager - Southeast (Two Districts)
Harley-Davidson Motor Company
12.2005 - 12.2014
District Manager - Northeast
Harley-Davidson Motor Company
12.2001 - 12.2005
Parts & Accessories Wholesale Marketing Manager
Harley-Davidson Motor Company
12.1999 - 12.2001
Bachelor of Science - Transportation And Logistics
Iowa State University
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