Eric X. Fernandes
Strategic Marketing & Product Management Executive
Data Driven Innovator | User Champion | Team Builder
PROFESSIONAL SUMMARY
Strategic leader with 15+ years of leadership experience managing, expanding and optimizing $100M-$200M+ product lines
Seasoned durable goods innovator that has developed and launched $75M+ in new products for leading brands.
Expert in full lifecycle portfolio management and product development across retail, industrial, B2B & OEM channels.
Skilled at scaling consumer and industrial businesses, developing high-performance teams and leveraging data to think creatively.
AREAS OF EXPERTISE
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Global NPD, Product Strategy & Road Maps
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P&L & Portfolio Management
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80/20 & Product Line Simplification
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VoC Research, User Centered Design
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Product Launch & Commercialization
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Data Analysis, Tableau
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Channel Management, B2B & B2C Marketing
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Line Reviews, Pricing, Promotions
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Business Development, Strategic Partnerships
CAREER HIGHLIGHTS & ACCOMPLISHMENTS
CUSTOMER GUIDED INNOVATION
- Champion of deep user research to uncover unmet needs, work processes, purchasing behaviors and market opportunities
- Compelling user focused storyteller that has leveraged fact-based insights to drive innovation, IP, growth and profitability
PRODUCT STRATEGY
- Highly proficient at competitive analysis and segmenting, sizing, analyzing and trending key categories
- Consistently synthesized comprehensive market analysis and user insights into compelling business cases and multi-year product roadmaps
NEW PRODUCT DEVELOPMENT &
REVENUE GROWTH
- Team builder that has inspired product teams and championed multiple flagship projects end to end through entire NPD stage gate processes.
- Successfully developed and launched multiple new & “new-to-company” products into Big Box Retail, eCommerce, Distributors & Dealers including:
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OUTDOOR POWER EQUIPMENT
- Simplicity® / Snapper® - $8M - Heavy Duty XT Series of Zero Turn Radius Mowers - 25HP -27HP Commercial Engines | 48", 52" & 61" Cutting Decks
- Generac - $6M - OneWASH™ Variable Power 2,000 PSI to 3,000 PSI Pressure Washer
- POWER TOOLS
- Milwaukee Tool - $7M - 12” Dual Bevel Miter Saws
- Milwaukee Tool - $4M - V28™ & V18™ Cordless & Corded Compact 1" SDS+ Rotary Hammers
- Paslode - $1.5M - 1-1/2" Compact Positive Placement® Metal Connector Nailer
- Paslode - $2M - Jobsite Staplers & 18GA & 16GA Finish Nailers
- Snap-on - $5M - 18V Cordless 1/2" High Torque Impact Wrench (OEM - Bosch)
- Snap-on - $1.5M- 18V Cordless Reciprocating Saw (ODM - Bosch)
- Delta Machinery - $7M - 13" Portable Two-Speed Finishing Planer
- Delta Machinery - $2M - 10" Dual Bevel Miter Saw
- MOBILE STORAGE / SAFETY / HVAC
- Milwaukee Tool - $2.5M - Trade Titan™ - Industrial Work Cart Program
- Milwaukee Tool - $1M - Jobsite Armor™ - Safety Products (PPE) Program
- Direct Supply - $2M - Private Labeled DS Branded PTAC (Packaged Terminal Air Conditioner)
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CHANNEL MARKETING /
CATEGORY MANAGEMENT
- Have consistently scaled categories and profitability at major big box retail and distribution accounts.
- Delivered $7M - $12M in incremental revenue across Milwaukee Tool, Generac and Delta Machinery brands.
- STAFDA - Collaborated with Sales to drive $2.5M in Paslode business through compelling channel marketing programs.
- PRO/HDW Distribution - Built new program for newly acquired SHUR-LINE® brand and launched into PRO/HDW distribution driving $2M.
- Developed and delivered comprehensive B2B & B2C marketing programs and sales enablement materials for new product and new category launches
STRATGIC LEADERSHIP
& CROSS FUNCTIONAL EXCELLENCE
- Leader that has scaled businesses for market leading brands by crafting and executing strategic product roadmaps and compelling business cases.
- Strategist that has expanded enterprise capabilities by cultivating new suppliers and relationships to enable growth.
- Inspirational team leader that has empowered growth and technical execution across multiple categories and industries.
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