John Brynda - Résumé
Marketing Manager, Radio Systems Corp (dba PetSafe) (2007 – 2011). Lead multiple initiatives related to branding, content writing (online, user manuals, print catalogs), website optimization/user experience, product messaging/packaging, sales support materials, point-of-sale displays, advertising analysis, and other digital marketing.
• Spearheaded the new direct-to-consumer sales model (e-commerce strategy) that expanded the company from a business-to-business only model to business-to-consumer sales, exceeding expectations by 50%.
• Website Team Member that led redesign of corporate website and developed/wrote product descriptions for 100+ SKUs to optimize branding and product positioning.
• Generated new revenue by creating, managing, and measuring email “blast” promos (24 per year) averaging 75,000 emails with a 20% open rate and 14% click through rate.
• Key contributor to developing PetSafe brand packaging new look using better-best strategy.
• Selected as the lead role on a high profile project to write copy and direct design of the PetSafe Brand Standards Manual covering best practices on use of trademark properties and registration marks.
• Supported expansion into Canada by writing/directing POS materials for Lowe’s and Petco Canada stores.
• Content manager for all PetSafe marketing communications, including user instructions, product guides, whitepapers, user testimonials, sell sheets, and more.
Product Manager, Innotek Electronics (acquired by Radio Systems Corp.) (2001 – 2006). Initially hired as International Marketing Manager with this electronic dog collar and training company and was promoted to Product Manager with responsibility over several product lines including product planning, consumer research, complaint analysis, product roadmaps, consumer beta testing analysis, and new product launches.
• Expanded internationally by managing repackaging/rebranding of existing US products for European and Australian markets including coordinating translation into 6 languages.
• Led the new UltraSmart product launch that added $8.5 million in new annual sales, 40% above forecast.
• Designed and launched Lap Dog Trainer adding $1.5 million in revenue (Top 10 performing SKU).
• Earned recognition by management and staff for product management/launch results, product packaging, user manuals, and new sales brochures.
• Identified high potential products by analyzing competitors and leveraging knowledge for new products.
• Increased media coverage by managing media relations and serving as company spokesperson.
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Operations & Sales Manager, Gotcha Covered Knoxville (2016 – present). Directed the successful start-up and growth of this window coverings franchise in the East Tennessee market including responsibility for sales, marketing, new account acquisition, customer relationship management, job quoting, purchasing, project management, and installation.
• Achieved 230% sales growth from 2017 to 2018 with another 59% growth from 2018 to 2021 and produced more than $1 million in sales since start-up.
• Generated new leads using pay per click advertising, Facebook ads, monthly email newsletters, direct mail campaigns, social media, and participating in business-to-business networking groups.
• Built company’s reputation (5-Star Google/Facebook/Yelp ratings) by surpassing expectations for service/quality.
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Technical Skills: Microsoft Office (Word, Excel, Outlook, Access); Google (Docs, Sheets, Slides); CRM; Quickbooks; Social
Media (Facebook, Twitter, LinkedIn); Email (Constant Contact, Mail Chimp, Emma), Kentico; Magneto; Oracle; Adobe