Eric X. Fernandes

Milwaukee, WI

414-426-4471   

DIRECTOR OF MARKETING & PRODUCT MANAGEMENT

CUSTOMER CHAMPION | INNOVATOR | STORYTELLER

PROFESSIONAL SUMMARY

Seasoned marketing and product management leader with a track record of driving sales, profitability and share growth.

Proven ability to translate user needs and market analysis into fact-based, customer centric product strategies.

AREAS OF EXPERTISE

  • Global New Product Development

  • Product Strategy, Planning, Road Mapping

  • VOC Research, Innovation

  • Product Launch & Commercialization

  • Category Management and Merchandising

  • P&L Management, Pricing

  • Channel Management, Line Reviews

  • Key Account Management / Line Reviews

  • Business Development and Brand Extension

  • Sourcing & Strategic Partnerships

  • B2B & B2C Marketing | Distribution & Dealers

  • Talent Management & Development

CAREER HIGHLIGHTS

CUSTOMER GUIDED INNOVATION

  • Expert at uncovering deep user insights through research that have driven innovation and step changes in product value, differentiation, profitability and intellectual property.
  • Designed and executed a multitude of Voice of Customer (VOC) research initiatives delivering detailed user needs and clarity on customer purchase journeys.

NEW PRODUCT DEVELOPMENT

  • Developed and launched innovative & new to category products in multiple channels including:

    • Outdoor Power Equipment

      • Simplicity® / Snapper® - $8M+ Heavy Duty XT Series of Zero Turn Radius Mowers - 25HP -27HP Commercial Series 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, $3M+ V28™ & V18™ Cordless & Corded Compact 1" SDS Rotary Hammers
      • Paslode - $1.5M - 1-1/2" Compact Metal Connector Nailer, $2M+ Pneumatic Staplers & 18GA & 16GA Finish Nailers
      • Snap-on - $5M - 18V 1/2" High Torque Impact Wrench (OEM for Bosch) & 18V Cordless Reciprocating Saw (ODM from Bosch) 
      • Delta Machinery - $7M - 13" Two-Speed Finishing Planer, 10" Dual Bevel Miter Saw
    • Mobile Storage / Safety / HVAC
      • Milwaukee Tool - $2.5M Trade Titan - Industrial Work Cart Program
      • Milwaukee Tool - $1M Jobsite Armor - Personal Protective Equipment Program
      • Direct Supply - $2M DS Branded Packaged Terminal Air Conditioner Program
  • Conducted and synthesized comprehensive market analysis and user research into compelling business cases and multi-year product roadmaps for a broad range of businesses serving consumer, industrial and commercial users.

CHANNEL MARKETING /

CATEGORY MANAGEMENT

  • Have consistently grown category sales and profitability at major big box retail and distribution accounts.
  • Generated $12M+ in incremental sales for Generac by championing line reviews and placing new products.
  • Delivered $3M+ growth through STAFDA distributors by developing and executing Paslode Dealer Support Program.

COLLABORATIVE

TEAM LEADERSHIP

  • Successfully directed and developed product / marketing teams that have grown sales and profitability for multimillion dollar product portfolios in Power Tools, Accessories, Equipment and Electrical categories.
  • Led the implementation of comprehensive processes to develop, deliver and execute annual multi-year product plans and roadmaps supported with detailed category management strategies.