Denise Ernst

Outdoor Lighting Perspectives designs, installs, and maintains exquisite outdoor lighting systems. Our mission is to help you create that perfect outdoor nighttime environment whether you are looking to illuminate your home at night, light your outdoor living areas for evening enjoyment, or brighten your landscape, pathways, and driveways to provide better safety for your residential or hospitality property. As a homeowner, HOA or small business, we invite you to call us for a complimentary nighttime design consultation. We love working with complementary trade partners such as home builders, architects, landscape architects and installers, pool designers, artificial turf providers, irrigators, and patio/deck builders. Contact us about reciprocal professional partnerships. Outdoor Lighting Perspectives can also service or upgrade any low voltage outdoor lighting system. Our solutions utilize low voltage energy-efficient LED technology combined with premium fixtures. Our Flower Mound office services the Southlake, Grapevine, Flower Mound, Argyle, Coppell, Roanoke, Irving, Carrollton, Lewisville, and surrounding communities in the western portion of the Dallas Fort Worth metro. For more information on illuminating your projects, contact: 469-484-4800 DErnst@outdoorlights.com OutdoorLights.com

Responsible for research production, analytics, sales operations, and recruiting and onboarding. Managed custom and syndicated research methods including focus groups, surveys, and briefings. Provided guidance for channel and competitive analysis and new market introductions. Implemented new analytics platform. Speaker/moderator. Projects and Reports: Introducing Smart Products in Residential New Construction Evaluating E-Commerce Channels for Residential HVAC Strategic Market Assessment(s): Electric Utilities, Natural Gas, Broadband Opportunities, New Parents Market Landscape Connected Solutions HVAC Residential and Light Commercial: Smart Products, Energy Management Systems, and HVAC Services Smart Product Assessment(s): Thermostats, IP Cameras, and Smart Locks Home Energy Management, The Road to Net Zero Global Connected Living Outlook 2018: Building on the IoT Incentives and the Connected Consumer: Rewarding Smart Home Adoption (Webcast) Beyond Connectivity: Smart Home Opportunities for Service Providers Engagements: Smart Energy Summit 2019 • Net Zero Homes and Solar Energy • Smart Home Solutions: Aligning Consumer Behavior and Tariff Programs • Transition to Distribution System Operator • Demand Response in the Smart Home Smart Home and Demand Response: Impact of BYOD, Voice and Renewables, PLMA Webcast Smart Home Market Landscape Workshop IoT and the Smart Home, Keynote Speaker, BMMA Fall Workshop 2018 Cool Energy for Hot Homes, and Energy Efficient Options for Multifamily, Speaker, TecHome Summit 2018 2018 Connections™ US 2018 • Energizing the Smart Home: Changing Role of Utilities - Moderator Smart Energy Summit 2018 • HVAC Maintenance Services • Net Zero Homes and the Evolution of Home Energy Management • Residential Battery Storage and Electric Vehicles • Industry Insights: Opportunities for Energy Providers Upcoming: 360 View: Energy Management, Smart Home and Utilities (Q1 2019)

P&L responsibility for all business segments. Hired to implement best practices while sustaining growth across 6 departments consisting of 65 team members. ↑ company revenues 20% and ↑EBITDA 2 basis points. • ↑ controls sales 71% with introduction of new hardware & SaaS offering. Improved customer satisfaction via expansion of technical support and requirement of on-site implementation. • ↑ equipment revenues 20%. ↑ backlog (annual deposits) 39%. Aligned compensation and organizational structure to drive future sales. Implemented quarterly business reviews and quarterly web communication to drive business. Re-launched distributor scorecard 2017 to align with company initiatives. Continued efforts to improve CRM usage with distributors. Implemented weekly cross functional sales meeting to improve communication to sustain growth. Expanded team to handle growth while improving processes and eliminating manual tasks. Initiated new hire training program. • ↑ parts sales 12%. Extended customer service hours by 33% while reducing staff. Implemented Hybris e-commerce platform resulting in ↑180% growth of on-line transactions through better user experience. Improved profitability through pricing best practices. • For-Profit Training Center: Added 35% more hands-on classes by opening 2nd location to meet increasing demand. • Expanded New Business Development team to capture sales in key verticals as retail national accounts and auto dealers. • Designed & executed all communications from traditional tradeshows, public relations, trade advertising, brochures & print catalog to social media, video, website, email marketing, search engine optimization (SEO), and pay-per-click (PPC). Added Subject Matter Expert (SME) to improve web results, integrate Marketo, drive new customers and increase repeat business. Outsourced non-value add activities to improve efficiencies such as printing & promotional items.

Responsible for the B2B marketing, product management, sales and parts & service teams. Hired to integrate sales, marketing, and parts and service teams for the US & Canadian markets from previous individual companies into one corporate structure Re-organized the marketing team and added core functions such as product management, pricing, and sales operations. Made new hires to add expertise needed for growth of a larger organization Coordinated creation of new company name and tag line to complement new Nortek corporate brand strategy and developed multi-year plan to consolidate seven legacy brands under the corporate brand Developed and instituted an annual marketing plan that incorporates product launches, tradeshows, press releases, sales events, advertising, and promotions. Began changes to culture to be data driven with marketing analytics & research using best practices such as SEO and SEM Implemented centralized pricing for products and services. Introduced best practices for discounting and limits of approvals. Implemented value based pricing vs. historic cost-plus method. Establishing a product management team and adding critical VOC, market research, competitive analysis, and commercialization steps to the new product development process. Implementing product rationalization and line logic to eliminate low volume and unprofitable products and features. Introduced a prioritization tool for comparing new product development projects. Instituted new procedures incorporating financial analysis and other tools to enhance decision making. Improved usage of CRM to pro-actively manage the sales funnel and introduced use of key metrics to improve performance and accountability. Developing sales training program to be introduced in 2016.

• Responsible for the B2C & B2B marketing and sales functions for the US & Canadian markets. Directs the marketing and sales functions to meet revenue, and profitability goals and to drive critical business initiatives. • Develops and implements the strategic marketing plan. Drive market research to determine strategic direction and to support tactical efforts. • Responsible for driving customer awareness and increasing new customer call volume by 20% annually. Re-position 83 individual legacy brands into “ONE” name, one logo, one message that depicts the company value proposition and aligns with market research. Introduce new marketing creative and shift media channels to drive customer acquisition. • Implement Product Management to establish a standard product & service offering. Maximize sales of sister companies’ products to improve profitability for LII. Leverage suppliers for training, customer research, collateral, and creative. • Implement a pricing strategy for products and services. Centralize execution of pricing. Develop a pricing tool for sales force and mechanism to track discounting. Introduce analytics to support pricing decisions. • Drive accountability through a new sales management structure. Raise performance by tracking Key Performance Indicators (close ratios, average sale, sales funnel) and implementing performance management for sub-par results. Identify and implement methodology for determining quotas and headcount of sales personnel. Tie individual sales goals to company financial plan. Directs the development of sales tools and executing training for products, services and programs. • Reduce turnover via hiring practices and on-boarding processes. Implement candidate assessment and require 100% of new hires attend sales training. Develop sales compensation plan & rewards that will attract and retain best candidates.

Develops & implements the strategic marketing plan to meet sales,profitability goals & to drive critical business initiatives. Identifies changes in marketplace & evaluates, adjusts policies, objectives, & initiatives. Manages strategic product roadmap, product development, marketing & launch activities. Researches & develops pricing policies for sales channels. Directs & oversees product life cycle management including technology trends, regulations, & the competitive field. Identifies industry trends & niche technologies such as renewable energy sources. Drive product development teams to focus on meeting customer expectations & requirements with using innovative ideas from non-competing industries into new industry leading products. Directs primary & secondary research to support long term strategic planning as well as to support tactical efforts on individual product lines. Implemented QFD Voice of Customer process to quantify customer needs. Designed & implemented an industry forecasting model for strategic planning. Creates, implements & oversees communications programs that promote both products and services including trade advertising (print & online), sales literature, tradeshows, webinars, website, electronic newsletters and surveys, & public relations to enhance customer communications & drive brand loyalty. Responsible for driving customer awareness on new products. Key initiatives include 20 city benchmarking tour. Directs the development of sales tools including an energy and financial calculator for equipment selection, equipment sizing & selection program, identification of possible LEED® points, & product AutoCAD® / Revit® drawings, application guides, engineering handbooks & guide specs. Responsible for developing & executing training for products, services and programs. Responsible for educating internal / external customers on industry standards / regulations and ensuring products for sale comply.

Additional Responsibilities Lennox Women’s Business Council Committee Chair: Mentoring & Retention 2009 – Present LII Mentoring for Diversity: Mentor 2009 – Present LII Leadership Development Program 2008 – 2009

Product Manager, Packaged Rooftop Units, Commercial Business Unit (2004-2005) • Responsible for 3 product lines accounting for 3/4th of commercial business unit sales. Over 1/3rd revenues based new products introduced in 2 years. • Manage cross-functional teams in matrix organization to bring new products to market in a timely fashion. Involved in all stages of product development including financial analysis and justification of $7 million capital expenditure for new product line launched in 2006. • Implemented pricing and product positioning strategies for commercial business group and subsidiaries. • Involved in forecasting for new & current products with production planning & manufacturing. • Implemented product management best practices and quarterly product management reports. • Developed and executed sales training programs for new products for all sales teams and sales channels.

• Develop and implement the marketing plan for domestic and international operations. Execute internal and external marketing communications. Turned around declining sales in a slow growth industry by increasing market share and maximizing resources. Established pricing strategies for domestic and international markets. • Designed and developed sales and promotional tools to improve image and increase customer-switching costs. Re-designed the marketing focus to improve effectiveness, increase sales and decrease expenses. Created “pull” marketing strategy to increase sales, brand recognition and loyalty through sales channels. Developed and implemented customer training seminars to develop brand loyalty. Improved the effectiveness of international distributor organizations by increasing communication and providing promotional tools in alternative formats. • Conducted in-depth industry analysis used to evaluate growth opportunities for new products or services and international expansion. Developed industry forecasting model for resource planning purposes.

• Determined pricing strategies, product and packaging selections. Developed sales channels for niche market segment through market research and analysis. Created and executed marketing plan. Selected appropriate media and designed all marketing materials including direct mail, e-commerce, and tradeshow promotions. Created customized packages for clients to meet specific needs such as fund raising or customer loyalty. • Implemented operational and functional areas: licensing, certifications, accounting, purchasing and production efforts. Negotiated and bartered with vendors for special promotions.

6 Continents - 2 years