DAVID J.

OHLAUG
11739 Wood Drive SW
Brainerd, MN 56401
(218) 825-4959 (H)
(218) 270-0571 (C)
do19992b@westpost.net
PROFESSIONAL SUMMARY
Career Summary: A motivated, performance oriented business professional experie
nced in the international consumer products manufacturing segment. Accomplished
leadership and management skills for complete business segments and cross-funct
ional teams. Expertise in product identification, development and implementatio
n of new products and supporting marketing programs. Excellent oral, written an
d presentation skills.
Strategic Performance: Accountable for the performance and development of a $2.
5 million consumer educational/entertaining outdoor product division. Prior to
this position, managed a $30 million plus fishing rod and rod/reel combo product
segment. Experienced in developing, tracking and analyzing strategic plans and
budgets.
Product Development: Managed the development, implementation and distribution o
f new products within specific outdoor product categories. Coordinated activiti
es between Product Innovation, Sourcing and Operations. Recipient of a corporat
e 'Neutron Bomb' New Product Performance Award for product re-design which incre
ased sales by 520% in its first year.
Team Leadership: Successfully directed a complete business division including s
ales, purchasing, order processing, product development and fulfillment team mem
bers. Led a cross-functional team to monitor and affect positive change in nume
rous business segments, including net sales, gross profit, net earnings, invento
ry, forecasting, product quality and new product introductions.
International Experience: Over 17 years of extensive travel experience througho
ut Asia developing international product suppliers and new product designs. Wor
ked collaboratively with domestic and international teams to create new product
designs, improve supplier quality, reduce costs and increase productivity.
PROFESSIONAL EXPERIENCE
InterMedia Outdoors, Inc., Baxter, Minnesota
Director of Merchandise 2006-2009
- Directed all activities of the educational/entertainment consumer merchandise
product line which included Direct-to-Consumer and Retail Distribution business
segments.
- Managed the merchandise team including sales, order entry, accounts receivable
, accounts payable, purchasing, product fulfillment and graphic design functions
.
- Accountable for developing strategic plans, forecasting, P&L and inventory man
agement.
- Led Retail Sales Team directing account activities, strategies, promotions and
team goals.
- Managed and presented to the Wal-Mart account supervising daily activities and
reporting.
- Profitably managed Retail Segment to maximize sales and budgets in a depressed
retail market.
- Restructured sales department to include independent sales representation grou
ps.
- Increased Consumer Segment net sales in 2007 and 2008 by 3.4% and 13.6% respec
tively.
- Initiated, created and directed all Consumer Segment activities including cust
omer service, direct mail and email blast campaigns, web store and publication a
d product campaigns.
- Reduced inventory by 24% from 2007 to 2008 with product SKUs increasing by 13%
.
- Developed sales reports and tracking mechanisms to analyze Consumer and Retail
programs.
- Initiated and managed all graphic production including catalogs, packaging and
promotional tools.

Pure Fishing, Spirit Lake, Iowa

Marketing Category Manager 1992 - 2005
- Successfully managed multiple brands within specific product categories and wa
s accountable for leading and coordinating new product development, advertising,
promotion, merchandising and financial programs.
- Researched and analyzed national domestic sales data to develop detailed custo
mer product proposals. Responsible for presentation of proposals to company exe
cutives and key accounts including Wal-Mart, Kmart, Cabela's, Dick's Sporting Go
ods and Gander Mountain.
- Strategically merged multiple product lines from two corporate acquisitions in
to category.
- Led a cross-functional team focused on product globalization and development.
Team performance led to consistently introducing new and innovative products on
time, under budget and within strict financial guidelines.
- Partnered with a cross-functional team to develop and implement a customer Dir
ect Import/Port-of-Entry program resulting in a first year multi-million dollar
sales increase.
- Increased gross margin by 6% over the last four years. Increased net sales of
rod/reel combo business by over 45% in one year. Outperformed the industry rod
category in four of the last five years.
- Traveled extensively throughout the United States and Asia to promote product
placement and product development.
Marketing Product Manager 1983 - 1992
- Successfully managed multiple product categories with responsibility for devel
oping marketing plans, competitive analysis, new product development, packaging,
pricing, product additions/deletions, budgets and forecasts.
- Researched and introduced profitable new product categories to the product por
tfolio.
- Developed exclusive private label and branded product lines for mass merchants
and regional retail chains.
EDUCATION
Bachelor of Science Degree, Bemidji State University, Bemidji, Minnesota