Resume of JAMES E. SENHAUSER

JAMES E. SENHAUSER
1414 W. Byron Street Unit 2E
Chicago, Illinois 60613
773-929-6534 · JimS@IdeaTreeLtd.com

Highly creative, results-oriented SENIOR MARKETING and NEW PRODUCT DEVELOPMENT EXECUTIVE. Solid record of achievement in a variety of industries and marketing channels — from retail and catalog to the Internet and direct-sell accounts.

Recognized as a product line builder and hands-on team leader who combines proven strategic and analytical skills. Adept at generating and synthesizing new ideas and fresh approaches to products and markets. Successfully launched and marketed more than 1500 new products with retail sales that to date have exceeded $5 billion (and growing).

Architect of Growth - Led successful revitalization of stagnant Golden Books line, making it the preeminent children's book line in U.S. Led entrance of Publications International into children's books and electronic learning toys, boosting retail sales from $10 million to more than $240 million over five-year period.

Product Development and Management - More than 20 years of involvement in the creative process, leading cross-functional teams. Managed entire new product process from idea generation and development of product positioning to selection of formats and production methods. Hands-on working knowledge of production, printing and sourcing.

Marketing Strategy and Management - Adept at product and market gap analysis and direction, pricing strategy, and channel analysis and development. Formulated, designed and managed advertising, promotion, P.O.P. and support materials for hundreds of retail programs with full P&L and product line SKU responsibility.

Communication - Excellent oral and written communication (more than 200 articles) and presentation skills. Skilled at website design and copywriting.

Sales Management - Devised numerous sales strategies and selling approaches. Hired and supervised corporate sales people and independent reps. Set objectives, goals, and priorities; performed forecasting, and called directly on key accounts.

Supervisory Skills - Successfully supervised and managed several teams of 5-9 people, emphasizing the value of each team member's contribution.

Licensing - Worked with, formulated strategies for, and created programs around prominent licenses including. Disney, Sesame Street, Barney, Nickelodeon, Warner Brothers, Hasbro, Garfield and Betty Crocker. Also developed several original characters.

PROFESSIONAL EXPERIENCE and ACCOMPLISHMENTS

IDEATREE, LTD. Chicago, IL

2002 - Present

President

Founded marketing and new products development firm, geared primarily to the creative industries (publishing, Web site and Internet marketing, children's books and toys, printing, gifts, stationery and personal expression products, etc.).

Developed new cookbook and children's book lines/brands for several publishers utilizing the self-developed "Ideatry Approach" for new product development that yielded more than $5 billion in new product sales during my career. Also, created the 500 Dollar Sites division for websites and E-mail marketing for small business firms.
Conceived and established the Gourmet Advocates, a singles dining, social event and gourmet lifestyle organization in late 2002. It was spun off into a separate corporation in March 2003, after having successfully launched five new Web sites and enlisted more than 350 new members and a weekly newsletter distribution to 2500 singles.
Launched Integrated Internet business that currently encompasses nine Web sites, with more in the planning stages.

TORMONT LEARNING CONCEPTS, Skokie, IL

2001 to 2002

Vice President of Sales and Marketing

Chief sales and marketing executive for $35 million Canadian producer of children's books and toys, establishing and heading up their U.S. office. Realigned and actively managed all U.S. sales and marketing efforts to mass-market retailers and catalog accounts, in addition to devising new product ideas and strategies. Reported to Montreal-based President and CEO.

Hired and supervised a Vice President of Sales and seven independent rep groups to cover accounts nationwide. Immediately produced positive sales results, established Tormont in major national accounts, and positioned Company for long-term growth.
Developed integrated future product strategy and line categorization plan that led to a reduction in SKUs by one-third, with no resulting loss in sales volume. Provided framework for new product planning for next several years.

Sadly, fallout from the 9/11 attack affecting the Canadian home office led to extreme cash flow problems. As a result, they had to close the U.S. sales and marketing office as part of an abrupt 80% downsizing of the company.

PUBLICATIONS INTERNATIONAL, LTD., Lincolnwood, IL

1994 to 2000

Marketing Director

Chief marketing executive for an industry-leading publisher and marketer of children's books, electronic learning materials, cookbooks, how-to books, and stationery and albums.

Devised successful "Velvet Hammer" market approach for new product launches which tripled sales in children's book category and increased overall corporate sales by 40% ($35 million) in under 3 years. Planned and launched 15 new formats and lines to fuel this growth, including acquiring licenses for Disney, Sesame Street, and Barney.
Developed and implemented strategic plans that boosted sales to $140 million-plus level. Formulated all corporate pricing strategies to grow profits at a rate 20% faster than sales. Developed and managed all sales support and point-of-purchase programs, totaling 70 promotions, 10 conventions and over 50,000 pre-packed displays per year.

GOLDEN BOOKS (formerly WESTERN PUBLISHING), Racine, WI

1983 to 1994

Marketing Director (from Marketing Manager and Product Manager)

Re-established Golden Books as largest children's book brand in the U.S. Shepherded the storybook flagship line through nine years of highly profitable growth, planning and introducing 50 new series and 1,000 new titles, as well as increasing sales per title by 40 %. Profitably managed Betty Crocker Cookbooks and other adult lines. Grew yearly publishing wholesale sales from $36 million to $117 million level with solid increases in margins.

Conceived and developed the Books 'R Us category management store-within-a-store concept for Toys 'R Us. The success of this program led to a 500-store rollout.
Designed and implemented "Power Merchandising" spinner display program. Installed in more than 40,000 retailers, it yielded unit increases of 33 % for mass-market lines.
Launched new workbook line with an aggressive display program, consumer and dealer offers, and $1.5 million in print ads. Sales exceeded original volume estimates by 80 %.

GIBSON GREETING CARDS, Cincinnati, OH

1977 to 1983

Product Manager - Gift Wrap and Calendars (from Marketing Research Manager)

Managed 500 products ($50 million retail volume) for the nation's third largest personal expressions producer. Planned line size, production methods, design requirements, new products, and pricing. Full P&L and staff responsibility. Boosted sales and profits by 30 %.

KPMG (formerly Peat, Marwick, Mitchell & Co.), Cincinnati, OH

1972 to 1975

Worked on and supervised engagements in wide variety of industries as CPA and consultant with Big-5 firm. Took on assignments where creativity, not route learning, was required.

As expert in inventory evaluation, devised several specialized audit methods used in the firm's industry guides used in all offices.

EDUCATION

MBA Degree in Marketing and Organizational Behavior
Graduate Instructor in Organizational Behavior
University of Cincinnati 1976

CPA - State of Ohio, 1973 (Non-practicing)

Bachelors Degree in Accounting
General Motors Scholar
Beta Gamma Sigma Honorary
Omicron Delta Kappa Honorary
University of Cincinnati 1972

To find out more about James Senhauser,
you can view articles written by him at
www.SinglesNotebook.com

or about his work at IdeaTree, Ltd. at
www.IdeaTreeLtd.com