Experience

Taylor Guitars

• United States
• Musicians
• 200 - 300 Employee

• Director of Sales

  • Dec 2018 - Present

  Greater San Diego Area

• Key Accounts Manager

  • Nov 2015 - Nov 2018

  Greater San Diego Area Managed Taylor's business with Guitar Center, the largest retail/e-commerce enterprise in the Musical Instrument industry. Responsible for achieving sell-in and sell-through goals while enhancing Taylor's reputation as a premium brand. Developed channel marketing and merchandising strategies and executed annual plans within those strategies. Increased sales, margin and average selling price of Taylor products for Taylor and Guitar Center.



Dave Pelletier Consulting

• Principal

  • Oct 2013 - Oct 2015

  Bend, Oregon Working with brands and retailers to sell high-end products in a noisy, competitive world. With the consumer in mind, developing the "why?" behind products and understanding how it guides the organizational culture - from product development to manufacturing to sales and marketing. Additional focus on e-commerce, retail strategies and systems to build more powerful products and a tribe of loyal consumers.



Two Old Hippies Acoustic Division dba Breedlove, Weber and Bedell

• United States
• Musicians
• 1 - 100 Employee

• General Manager

  • Aug 2012 - Sep 2013

  Bend, Oregon Manufacturer of Breedlove Guitars, Weber Mandolins and Bedell Guitars. Responsible for all staff and functions, strategic and tactical planning and leadership, market share growth, financial strength and company culture in a turnaround environment. Oversaw factory ramp-up and occupancy requirements for start-up. Implemented Lean manufacturing practices in a primitive and time-worn manufacturing environment. Identified and reduced labor variances. Overhauled domestic product… Show more Manufacturer of Breedlove Guitars, Weber Mandolins and Bedell Guitars. Responsible for all staff and functions, strategic and tactical planning and leadership, market share growth, financial strength and company culture in a turnaround environment. Oversaw factory ramp-up and occupancy requirements for start-up. Implemented Lean manufacturing practices in a primitive and time-worn manufacturing environment. Identified and reduced labor variances. Overhauled domestic product catalog. Made production line changes commensurate with product changes to maximize production output. Improved quality of instruments. Simplified model mix and consumer-facing nomenclature. Led re-branding effort through careful change of Breedlove brand logo which was largely unrecognized by the consumer. Focused sales, marketing and dealer communications on the unique selling proposition of the brand in order to differentiate it from competitors and to make its value obvious to dealers and consumers. Re-sourced import guitars and diversified supply risk with high-quality products from China. Beat competition by introducing USB-equipped guitars at market-leading prices. Simplified product catalog; preserved company margins and infused more value to the consumer. Conducted assortment rationalization to retain optimal sales vs. inventory mix. Re-structured sales department to serve a dealer base consisting of national accounts, an independent dealer network and distributors in global regions. Relocated Weber Mandolin production from Logan, Montana to Bend, Oregon, post-acquisition. Retained core talent to resume production with minimal disruption while meeting stringent quality requirements for which the brand was known. Implemented website improvements and social media strategy. Hired staff to achieve consumer service objectives. Implemented audio and video content on website. Re-wrote product descriptions to highlight consumer benefits and reinforce brand proposition. Show less



Gibson Brands, Inc.

• United States
• Music
• 500 - 600 Employee

• President, North America / Global Director of E-Commerce

  • Jul 2011 - Aug 2012

  Nashville, Tennessee Served as the Managing Director of the North America region for all Gibson divisions as well as KRK, Stanton, Cerwin Vega brands. Achieved aggressive growth and financial goals in a global manufacturing, distribution and logistics-driven environment. This was a cross-functional position with influence not only in sales, but in marketing, logistics, finance, legal, as well as P&L responsibility. Acted as ambassador to the region and point-person who resolved issues (sometimes one-on-one with… Show more Served as the Managing Director of the North America region for all Gibson divisions as well as KRK, Stanton, Cerwin Vega brands. Achieved aggressive growth and financial goals in a global manufacturing, distribution and logistics-driven environment. This was a cross-functional position with influence not only in sales, but in marketing, logistics, finance, legal, as well as P&L responsibility. Acted as ambassador to the region and point-person who resolved issues (sometimes one-on-one with consumers). Optimized deployment of business development team to serve dealer base in the most effective manner. I developed strategies and standards for Gibson's e-commerce dealer network in global/emerging markets. I taught e-commerce fundamentals to global business development managers in order for them to drive business practices with dealers. I provided tactical guidance for key domestic e-commerce dealers to achieve sell-through goals. I coordinated manufacturing supply with dealer promotional activities and I synchronized key product launch campaigns across dealer network. Show less



Musician's Friend/Harmony Central

• Technology, Information and Internet
• 1 - 100 Employee

• Director of Merchandising

  • Feb 2005 - Jun 2011

  Medford, Oregon Area * Improved category margins through development, sourcing and promotion of proprietary brands and products. * Merchandised GuitarCenter.com as omni-channel capabilities developed in tandem with 200+ retail stores. * Set business requirements for guitar product category conversion from legacy web platform to ATG platform. * Managed and grew key vendor relationships in a sole-source industry with iconic brands such as Gibson Guitars, Fender Musical Instruments, C.F. Martin… Show more * Improved category margins through development, sourcing and promotion of proprietary brands and products. * Merchandised GuitarCenter.com as omni-channel capabilities developed in tandem with 200+ retail stores. * Set business requirements for guitar product category conversion from legacy web platform to ATG platform. * Managed and grew key vendor relationships in a sole-source industry with iconic brands such as Gibson Guitars, Fender Musical Instruments, C.F. Martin Guitars and Taylor Guitars among others. * Managed team through capital events/acquisitions, as well as ERP, web platform and content management system transitions. * Grew categories despite 40% reduction in buyer count. * Created numerous sales-driving, value-added promotions/events in a category where 95% of products are bound by restrictive vendor policies. * Improved inventory and operational efficiency through sku rationalization; fewer, more productive skus. * Led the company's Used Gear initiative to compete with auction marketplaces, improve customer experience and allow more profitable disposition of customer returns. Generated EBITDA with positive double-digit margins on products that were previously sold for a loss. * Developed and led the Musician's Friend Private Reserve initiative to grow sales of high end instruments and compete with boutique shops. Hired world class sales team to provide expert guidance and add value for customers. * Instilled speed-to-market culture in merchandising and marketing teams to capitalize on significant product launches. Negotiated first allocation of products to fulfill demand from early adopters. * Instilled the concept of raising consumer's perceived value - and their level of desire - to exceed the price of the products we sell by improving the way features, advantages, benefits and unique selling propositions are conveyed. * Leveraged supply management tools to optimize sales, margin, turn and fill rate.

• Buyer, Guitars/Amplifiers/Effects

  • Jan 2001 - Feb 2005

  * Achieved double-digit category growth annually. * Created value and differentiation through development and promotion of branded exclusives with key vendors. Several products became perennial category leaders. * Merchandised the largest product category in the musical instrument industry's leading print catalog. * Developed the product taxonomy used by nearly all competitors in the industry.

• Inventory Planner

  • Jan 2000 - Dec 2000

  * Converted to new fulfillment system which allowed for improved sales, margin, turn and fill rate.

• Store Manager

  • Jun 1997 - Dec 1999

  * Ran a successful store that offered expert service, instrument rentals, lessons and professional repairs. * Managed team through acquisition by Guitar Center retail; transitioned to a new way of operating in nearly every aspect of the business.



Kellenbeck Properties

• Director, Asset Services

  • Apr 1992 - Jun 1997

  * Successfully negotiated with Federal and State governments on behalf of client owners of subsidized housing to retain the value of their investments which was altered by changes in subsidized housing laws. * Developed and managed commercial real estate for a group of local investors. * Managed physical condition of 30 government-subsidized housing facilities throughout Oregon.



Trammell Crow Company

• United States
• Real Estate
• 700 & Above Employee

• Finance Manager

  • Feb 1988 - Feb 1992