Geoff Laycock – Résumé
703-439-1988
Profile
Dynamic, resilient, resourceful, enterprising, initiative taking problem solver.
Having started and built two companies from the ground up I have had the pleasure of wearing many hats and accomplishing many different things so far in my career. The challenge of envisioning the future of a company and then making that dream become a reality is truly fulfilling. I enjoy determining what I do not know and then learning and using that knowledge to move the business forward. Technology has always fascinated me and I strive to find the right technology to solve problems and improve the business.
While my title so far has mostly included a sales aspect my experience is broad and well rounded including design/engineering, finance, management and as a member of the Board of Directors.
Summary
- Highly motivated Sales and General Management Executive of both start up and ongoing businesses.
- Firm grasp of all aspects of the sales process and particularly adept at creating and presenting winning proposals.
- Resilient and committed to leading teams through tough times and back.
- Thorough knowledge and understanding of emerging technologies and how to leverage the right tools for the right job.
- Determined sales and management leader with 23 years experience building and growing companies.
Skills & Accomplishments
Executive/Management
- Leveraged extensive network to create and negotiate strategic partnerships with industry leading manufacturers and distributors creating a competitive advantage over our competitors.
- Initiated, planned and implemented new sales programs, products, and product lines by bringing together the sales, engineering, production and finance teams.
- Monitored, analyzed and managed sales growth, market potential and profit margins using financial statements, customer interactions, and reported to the Board of Directors.
- Effectively managed the P&L
- Hired, built and set the strategic direction of the sales team to grow the business from zero to $14 million.
- Created and implemented sales compensation and incentive programs to help drive revenue and profitability.
- Identified the need for, sourced, negotiated, built a team and implemented a new ERP system that resulted in 40% savings in administrative cost and improved quoted response time by 36 hours and improving product cost accuracy.
- Motivate and manage staff of 9 employees in sales, and IT operations management.
- Created a corporation, developed a website and web application, populated the application with 400,000 products and attracted 4000-5000 unique visitors per month with less than $30,000 in six months.
- Personally recruited and hired all staff, drawing upon business contacts to attract ambitious and qualified candidates.
- Held weekly sales meetings to review sales data and objectives, introduce new products, and train on new sales strategies.
- Consistently developed and promoted employees, encouraging their ability and drive through increased responsibility and opportunities for advancement.
Sales
- Engaged the sales team to develop and update the sales pipeline enabling forecasting and budgeting on a yearly, quarterly, and monthly basis.
- Developed sales process to identify, contact, and present to End Users, Consultants, Contractors, Distributors and OEM Customers.
- Negotiated multi-year distributor agreements with distribution customers resulting in 40% of total business.
- Negotiated multi-year OEM private label contracts resulting in 20% additional business
- Built and maintain extensive customer, vendor, and consultant network.
- Secured initial contracts with customers in Canada, United States, Australia, and New Zealand.
Marketing
- Determined customers’ pain points and crafted the marketing message to demonstrate how our solution overcame these issues.
- Developed a unified customer brand across products, printed and digital marketing collateral and company documents.
- Implemented several eCommerce platforms including Amazon FBA, Big Commerce, Shopify and WooCommerce.
- Created and executed SEO plan to drive 90% of the 400,000 pages to the top five results
Strategy
- Generated business model, and channel strategy for all customer segments.
- Identified new product opportunities and possible market segments.
- Developed and executed pricing strategy enabling sales across different customer segments opening up additional sales resulting in 20% growth.
Product
- Identified customer requirements for new product development resulting in a complete catalog of products.
- Contributed to several patented designs in the fiber optic market. This has resulted in several new products that have been contributed to the core business of the company for many years.
Technology
- Managed the implementation of two ERP systems resulting ins significantly increased productivity, cost savings and customer satisfaction.
- Implemented and maintained two CRM systems, including salesforce.com.
Technologies Deployed
- Google Apps
- Microsoft Office 365
- Microsoft Azure
- Amazon AWS
- Outwit
- WordPress
- Salesforce.com
- Aptean/Consona Intuitive Manufacturing
- GIT
- Cloud Servers (Rackspace, Linode, Amazon)
eCommerce Platforms Deployed
- Big Commerce
- Amazon FBA
- Shopify
- WordPress/WooCommerce
Career History
Partfiniti Inc.
Haymarket, Virginia, USA
Founder & CEO 2012-Present
Partfiniti is an online part number configuration and Request For Quote (RFQ) tool. I led the creation and development of the company and the web application and the data generation. Ran all aspects of the business including product definition, product management, outsourcing development, financing, reporting, sales and marketing.
Fiber Connections Inc.
Schomberg, Ontario, Canada
Vice President Sales & Marketing 1994-2012
Fiber Connections Inc is a manufacturer of fiber optic cabling and connectivity products as well as media converter and POE injectors. As the Vice President of Sales and Marketing in a family run business I was responsible for building the revenue as well as tackling many other aspects of the business such as IT, product management and development, and finance and admin.
Coca Cola Bottling
Weston, Ontario, Canada
Sales Supervisor 1991-1994
Education
Wilfrid Laurier Universtity, Wateloo, Ontario 1987 – 1991
Bachelor of Arts in Urban Studies