Joshua Gerads

Head of Sales & Service organization accountable for revenue & Sales/Service strategy. Led team of national account managers, inside sales team & customer success teams responsible for technical B2B sales to large corporate clients. Tripled revenue in 3 Years Transformed a National Sales team into an efficient, CRM adopting, sales powerhouse generating 70% yoy revenue growth. Dramatically improved sales velocity by optimizing the sales process. +28% Sales Close Rates & 75% reduction in avg time to close new business accounts. Drove Profitable Sales Growth by rallying team to focus marketing and sales activities on most valuable core customers & product segments. Coached teams in creation of prospect segmentation, sales messaging & sales process. Gross Profit Margin improved +40% across sales organization. Developed go-to-market strategy & launched new line of business for dispensing equipment parts. Secured vendors and established private label relationships. Closed a Blue-chip International Fortune 50 customer in first quarter after launch.

P&L accountability & oversight of firm operation for a midsized national distributor and lite manufacture of B2B industrial adhesives & equipment. Delivered firm strategy to grow 3x company revenue in 3 years. Oversight of all major functions: Sales, Service, Marketing, Operations, and Finance. Recruited, led & coached senior leadership team in developing firm strategy & implementing strategic road map to hit 1 & 3-year goals. Improved firm operating margin 145%. Built forecasting models to evaluate the impact of strategic initiatives on future cash flow, new sales pricing strategy, optimized warehouse & 3rd party logistics, optimized org structure & created standardized processes for all core functions. Developed Culture of Accountability with 90% employee satisfaction. Scaled from 12 to 30 employees. Increased transparency of individual performance against firm goals by implementing team scorecards & regular reporting/comms to employees. Implemented quarterly & annual & performance reviews. Led change management of organization by implementing EOS Traction operating model.

Owner of Online Auto Insurance Product & other fintech accountable for $50+m annual B2C revenue for highly matrixed Fortune 100 Financial Services firm. Optimized Digital Product & Experience to drastically improve sales conversion (+70%). Identified friction points in the process, analyzed end user behavior & developed a multi-year product roadmap. Led cross organizational & vendor teams to deliver IT projects. Best-in-Class Cloud Based CRM Ecosystem. Using Oracle Marketing Cloud, connected data from 3rd party & 1st party sources to drive automated CRM programs. Automation triggers, retargeting campaigns, real-time api, personalized content. Scaled from $3m to $11m annual revenue. +56% Online Sale Rate – Leveraged Marketing Technology. Introduced 3rd party marketing technology & tools, data integrations & tag management solutions to improve lead conversion & increase IT project speed-to-market.

Managed the entire consumer sales journey from digital lead generation to sale. Part of 4-person scrappy “start-up culture” digital marketing & ecommerce team that scaled from $30million to $100m+ annual & 20+ team members. Manager-Player of elite (remote) marketing team in disciplines including digital marketing strategy, demand generation, search engine optimization (SEO), multi-channel campaign development, website optimization, mobile, content management, email marketing, A/B & multivariate testing, et al +70% Lead Conversion from Implementing Segmentation & Brand Marketing Strategy. Led team to develop segmentation marketing strategy. Developed personas of core customer segments, Created value based brand marketing content aligned to personas & dynamically served throughout a personalized omni-channel (email marketing, landing page, and phone call) consumer journey. Created Best-in-Class database CRM email marketing marketing ecosystem. Grew revenue & improved Return on Ad spend (ROAS) through conversion optimization. Using Oracle Marketing Cloud, connected data from 3rd party & 1st party sources/systems to drive automated CRM email marketing programs. Automation triggers, retargeting campaigns, real-time api, personalized content. Scaled from $3m to $11m annual revenue. +56% Online Sale Rate – Leveraged Marketing Technology. Introduced 3rd party marketing technology & tools, data integrations & tag management solutions to improve lead conversion. Identified drop-off points, developed product road-map and led cross organizational project delivery. Presented monthly Business Review. Developed scorecards & reporting Dashboards. Enabled senior leadership, from multiple business units, to better prioritize resources across the product portfolio. Developed “Always On” Testing methodology to continually improve consumer conversion at each stage of the customer journey. Ran Usability testing, improved User Experience

- Developed email campaigns in Oracle Marketing Cloud to drive sales conversion through lead nurturing, onboarding, cross sell. - Landing page optimization through A/B & multivariate testing.