RICK LUMSDEN2450 W. Hutchinson Street, Chicago, Illinois 60618

773-837-4080 • ralumsden@yahoo.com

SENIOR-LEVEL SALES & MARKETING MANAGEMENTNational & Regional Team Leadership | Sales Strategy & Structure | Education Technology

Creative senior leader with proven ability to develop and execute sales and marketing strategies that drive results. Communicates effectively and coaches team members to achieve personal and corporate goals.

• Executive Sales & Marketing Leadership • Sales Leadership • Team Leadership & Coaching• Strategic Planning & Execution • Account Management • Relationship Building• CRM Implementation & Management • Compensation Planning • Collaboration & Communication • Budgeting, P&L, & Cost Control • Product Development • Problem Solving & Issue Resolution

PROFESSIONAL EXPERIENCE

ENCYCLOPAEDIA BRITANNICA, INC., Chicago, Illinois 2002-Present

Executive Director of Sales & Marketing, Britannica Digital Learning 2007-Present

Management: Lead Sales & Marketing Department, including P&L, budgeting, goal setting, and planning. Supervise and coach 15 employees. Determine compensation plans. Guide marketing activities, including advertising, direct mail, email, and conference exhibits. Drive marketing objectives in product development.

Direct Sales: Oversee $14M national territory calling on K-12 schools, public libraries, colleges, and universities. Direct consortium sales from RFP response through account management. Report to Senior Vice President of Sales & Marketing.

Major Accomplishments:• Achieved 15% growth in operating profit in 2014 and 2015. • Won 17 new statewide contracts from consortium sales from 2007-2014.• Designed a new compensation plan in 2013, incentivizing growth while improving margins, resulting in 13%

growth in annual operating profit. • Increased revenue growth of eBook sales by 41% in 2013 by addressing channel conflict.• Achieved 12% compound annual growth for digital learning products in 2007-2012, double the growth rate

over previous 5 years by implementing new sales plan with improved segmentation strategy. • Led implementation of Salesforce.com in 2012.• Spearheaded pivotal corporate transition to all-digital products in 2012, replacing print products that totaled

nearly 50% of revenue as recently as 2005 by shifting sales strategy to digital products and gradually phasing out print to maintain operating profit.

• Turned around poor start in 2011 to achieve 8% growth year-over-year in operating profit by redeploying sales team mid-year and restructuring sales incentive plan.

National Sales Manager, Britannica Digital Learning 2005-2006Directed 20 Inside/Field Sales Representatives in $11.2M territory providing colleges, universities, public libraries, and K-12 schools with online subscription services, books, video, and software. Developed strong relationships with key customers and prospects. Conducted presentations. Wrote proposals. Negotiated contracts. Reported to Executive Director of Sales & Marketing.

Major Accomplishments:• Drove online sales growth totaling 7% year over year by restructuring sales force into market verticals. • Generated 23% growth in online revenue in the library market by successfully launching the new Public

Library Edition of Britannica Online.• Surpassed annual print sales goals by 9% by integrating direct marketing efforts.• Promoted from Inside Sales & Marketing Manager.

RICK LUMSDEN • PAGE 2 • RALUMSDEN@YAHOO.COM

PROFESSIONAL EXPERIENCEcontinued

ENCYCLOPAEDIA BRITANNICA, INC., Chicago, Illinois continued

Inside Sales & Marketing Manager 2003-2005Managed $10.9M territory covering United States and Canada. Supervised 14-member Inside Sales Team. Planned and implemented advertising and marketing initiatives targeting schools and libraries. Reported to Executive Director of Sales & Marketing.

Major Accomplishments:• Exceeded revenue and profit goals for 2004 and 2005, averaging 20% revenue growth year over year.• Developed successful direct mail programs in 2004, achieving 100% improvement in response rates over

previous year.• Initiated performance reviews and monthly reporting programs by creating new infrastructure to scale the

sales force from 6 to 14 employees without increasing management headcount or expense.• Strengthened forecasting and internal information sharing by working on team that developed the company’s

1st CRM database.• Leveraged CRM data to align sales quotas and compensation structure with corporate objectives, resulting

in improved sales goal attainment.• Promoted from Senior Account Executive.

Senior Account Executive 2002-2003Managed 11-state territory with $1.7M in annual sales. Supervised 2 employees. Sold online and print materials to colleges, universities, K-12 schools, libraries, and businesses. Reported to National Sales Manager.

Major Accomplishments:• Hired as Account Executive and promoted to Senior Account Executive within 9 months.• Achieved 100% renewal rate for online subscriptions. Secured $114K in new business within 1st year.

ADDITIONAL EXPERIENCE

Market Data Retrieval (A Company of Dun & Bradstreet Corporation), Chicago, Illinois 1997-2002Account ExecutiveSenior Account RepresentativeAccount Representative

Street-Smart Marketing, Inc., Palatine, Illinois 1994-1997

Account Executive

Details available on request.

EDUCATION

Master of Business Administration in MarketingNorthwestern University, Kellogg School of Management, Chicago, Illinois

Master of Arts in HistoryUniversity of Illinois at Urbana-Champaign

Bachelor of Arts in History & German (Magna Cum Laude)Hope College, Holland, Michigan

TECHNOLOGY

Salesforce.com • Pardot• InsightSquared • ClearSlide • GoToMeeting/GoToTraining