Shane Fellowes

Responsibilities:

• Portfolio management: Managing the Sebel-branded product range with approximately 300 unique products (approximately 13,000 configurations) worth $25 million per annum.
• Ownership of sales performance and profitability: Responsible for the product pricing framework for all new products and undertaking regular product pricing reviews, allowing for pricing adjustments based on competitor product analysis across all verticals and markets, including Australia and New Zealand.
• Strong cross-functional relationships and lead management of workflow: Managing the NPD workstreams between the design team and leading the brand’s NPD project management across sales, marketing, finance, and operations teams. Working closely with sales and operations on sales forecasts and specific customer tenders.
• Ownership of the Product Information Management (PIM): Responsible for ensuring all product data is kept up to date in the PIM as the source of truth, for use with the internal ERP system.
• Product training for internal and external stakeholders: Responsible for all product training sessions by creating presentation documents and delivering compelling presentations to internal sales teams and customers. Also includes monthly communications on product updates and new product development.
• Development of marketing assets: Responsible for product asset development for use on sales and marketing collateral. This includes product data sheets, photography, and product render development for use on websites, brochures, flyers, and EDMs.

Highlights and achievements:

• Improving portfolio efficiency: implementation of product alignment and roadmap initiative, resulting in a successful range rationalization, reducing the product portfolio by 18% to align with the market segmentation strategy.
• Improving overall business efficiency: successful implementation of a Product Information Management System (PIM), approximately 13K product lines of data developed as one true source of product data to be used to support the ERP system.
• Product launch in a new market: successful development and implementation of a new Sebel New Zealand product portfolio using current Sebel Australia-manufactured products and locally manufactured and supplied products.

Responsibilities:

• Portfolio management: Managing the electric AC power tool, outdoor power equipment, and accessories product portfolios (~2,000 SKUs) worth $35M p.a.
• End-to-end ownership of NPD: Management of new product development planning while liaising with overseas and local product designers, engineers, and manufacturers on new product opportunities.
• Ownership of sales performance and profitability: Category sales performance and gross profit management, ensuring company sales targets are achieved while being responsible for monthly sales forecasting.
• Develop and execute category/product plans: Develop the category marketing plan and product strategies, including new product releases, advertising campaigns, budgets, communication strategies, catalogs, websites, and social media.
• Analyze data to identify growth opportunities and gaps: Responsible for analyzing competitor product ranges to help identify category gaps and product opportunities, including distribution, price, and promotional activity.
• High involvement in key account submissions: Development of key account product submissions, along with presenting new product presentations, and product training sessions to internal and external stakeholders.
• Develop and execute brand-building activities: Management of the brand's sponsorship programs, including brand ambassadors across several different motorsport disciplines, which included product activation at associated events.
• APCO champion: Responsible for the Australian Packaging Covenant within the business for all products by liaising with a third-party consultant, reporting with supporting sales, and product documents.
• Leadership and mentoring: 1 direct report: Assistant Product Manager.

Highlights and achievements:

• Increasing profitability: Successfully negotiated pricing and obtained price reductions where possible from local and overseas product suppliers, which lifted brand gross margins by +2% while reaching competitive market price points.
• Establishing a product education program: Development and implementation of product training programs, including training and reference manuals, which enhanced the product knowledge of internal and external salespeople and customers.
• Brand building through high-profile sponsorships: Successfully secured brand sponsorship/collaboration with the Kawasaki Motocross Team and Brad Jones Racing. This strengthened brand awareness and provided credibility within the target consumer base (tradies).

Responsibilities:

• Portfolio management of two key brands worth $30M retail combined per annum.
• Responsible for bringing to market new products according to emerging international and local trends, identifying gaps in the market, and incremental sales opportunities for the business. Includes collaborating with suppliers on product design, tooling, packaging, and testing for Australian certifications and building codes.
• Develop clear and actionable plans, and a sales distribution strategy for the growth of brands in line with the growth ambitions of the company. Analyzing market data and sales performance to identify gaps or areas for improvement.
• Customer on-site and in-store visits, including customer product reviews, new product presentations, and product training.
• Leadership and mentoring of one direct report: Assistant Product Manager.

Highlights and achievements:

• New product development of a key new range, which resulted in a successful launch to market, and a company-set sales target was obtained within the first six months from launch.
• Successful development and implementation of consumer promotions, including prize pool, point-of-sale material, terms and conditions, agency brief, and social media activation.

Responsibilities:

• 2002-2007: Power tool product portfolio management worth $60M retail p.a.
• 2007-2009: Outdoor power equipment portfolios management worth $38M retail p.a.
• Responsible for new product development pipeline and launch, including identifying new opportunities through electrical / power tool market research and competitor information.
• Responsible for pricing and profitability of new and existing products, ensuring the range is margin accreditive for the business.
• Management of safety approvals including regulations and standards.
• Development of new product launches including detailed launch packs and necessary sales tools including POS collateral.
• Successful management of national trade shows and exhibitions resulting in sales growth and brand awareness.
• Direct relationship with national account buyers including delivering presentations for new products.

Highlights and achievements:

• Design and implementation of a national product training program, which provided continual product knowledge to internal and external sales teams.
• Successfully launched a brand new innovative global product range to the Australian market (Ryobi One +) through TV advertising, POS collateral and website activation.