Michael Ulwelling

https://www.advisorycloud.com/profile/Michael-Ulwelling

As CRO at Jewett Cameron, I transformed the company’s business model from a commodity trading business to a branded, pet-focused, product innovation, and ecommerce company. I developed a comprehensive business strategy including vision, rebranding, culture development, go-to-market, product innovation and global expansion. I built my organization from scratch, including branding and marketing, product marketing, digital commerce and supplier management. I installed processes to ensure the scalability and control of the business including promotional planning, new product development and introduction, as well as S&OP. In addition, I recruited top talent to bring that vision to life. Revenue grew by 43% and margins expanded by 35%. Ecommerce growth exceeded 161% and Amazon revenues more than doubled. Gross margins from all online channels represented 54% of all gross margins. International revenues grew by 185%. And revenue attributed to new products (NPVI) jumped from <1% to over 35% in just 2.5 years.

Led the development of strategies for global sales, marketing, digital marketing, social media marketing, product marketing, engineering, and customer satisfaction. Led the implementation of a coordinating process to align marketing and sales activities. Under his leadership, the company grew orders significantly, grew domestic and international channel partners, and secured an expanded relationships with a national retailer worth over $1m annually. Led the redesign of the company’s product development and new product introduction processes, leading to the most successful launch in the company’s 35 history. Redeployed resources and re-oriented the company’s outbound marketing activities toward social and digital engagements – increasing Instagram followers by over 50k. Revenue growth accelerated from 14% to over 38% in just 6 months, and margins expanded by 18%.

Built business strategies to turn around a business in decline for 5 years; growing revenue 16%, margins 16% and reducing inventory levels by $1.8m. Built and led a global product development team responsible for generating $8m in new revenue in year one. Led the development of a regionalized global product development strategy, enabling our European and Latin American businesses to grow by over $10m Lead global Omni-channel expansion to Walmart, Home Depot, Castorama, Leroy Merlin, Screwfix, and Amazon. Led a cross-functional operational team enhance the servicing of global partners like Walmart, Home Depot and Amazon, reducing compliance fines by over $1.5m, and improve OTIF performance from 5% to over 70%.

Founded Ideagility, a software as a services (SaaS) company automating PPC campaign management; optimizing campaigns for conversion. Built an entrepreneurial company from start-up to profitability, developing a global customer base, and optimizing millions of transactions per day. Created strategic partnerships with national advertising aggregators – such as Yellow Pages Marketing Group. Built a high-performing team of internationally distributed business and engineering professionals. Developed and managed investor relationships, secured over $1m in start up funding. Generated a 5 year revenue CAGR of 103%.

Acquired ServiceMaster Solutions in 2006. The company provides commercial cleaning, building maintenance, repair and construction services to commercial customers Oregon and SW Washington. Led operation of the business; B2B revenue generations, new business development, operations, finance, strategic planning, employee development, and cultural development – growing it from $5m to $14m. Served major brands including Nike, Comcast, HP, Rockwell Collins and Providence Health & Services. Improved EBITDA by 3x and operating margins by 50%. Built a diverse, high-performance, distributed organization, with over 340 employees. Negotiated the sale of the business – more than tripling its value.

Responsible for the development of marketing strategies for the monochrome LaserJet business. Built an internationally distributed team of marketing professionals. Developed regionalized product strategies enabling business model implementation in China, Russia and Brazil. Developed the first LaserJet eCommerce strategies using HP direct capabilities, generating over $50m in incremental revenue. Led the LaserJet Dell competitive response strategy, preserving profits of over $750m per year. Primary marketing liaison to Canon – securing supplier agreements. Despite the commoditization of the monochrome laser market and declining unit shipments, was able to implement product and marketing strategies which reversed those trends. They allowed HP grow the business by over 20% in units, 17% in revenues, to maintain over 50% market share globally and ultimately exceed the business unit's quota of over $3.3 billion annually.

Mike's team was responsible for managing the current business for Personal LaserJet Solutions. They were responsible marketing priorities, forecasting, competitive intelligence and response, and executive reporting on business performance. Under Mike's leadership, the team was able to implement strategies which maintained marketing share if fast commoditizing low-end monochrome laser printing markets, and help fuel the explosive market growth in the low-end color laser printer market. The team's work helped contribute to the successful achievement of an annual quota of over $1.6 Billion.

Proactively developed a strategy to shift the global inkjet printer market toward inkjet All-in-One printers growing revenue from $655m to over $1.8B in 18 months. More importantly, the strategy Increased market share from 44% to 48%; adding 2pts of annual revenue growth to HP’s $8B inkjet business. Built all-in-one inkjet participation in supply chain efficiency project “Value Chain” – improving margins by 15%.