DENNIS CRAIG HOFF

12900 Lake Avenue, PH#19

Lakewood, OH  44107

 

 

BUSINESS DEVELOPMENT AND OPERATIONS LEADER

                 Growing Revenues through Synergies in Procurement, Merchandising and Marketing Management

 

 

PROFILE

·         Highly experienced Senior Executive with a record of success in merchandising, branding, promotion and launch. Recognized as a key contributor and appointed to the Board of Directors for expertise in vendor supply chain management on a domestic and international basis.

·         Demonstrated expertise in big-box chain store product acquisition, expansion, pricing and program management.

·         Skilled in a wide range of supply chain management functions including warehousing, inventory control, quality control, procurement and vendor relations. Expert in originating and consummating profitable product purchase and marketing agreements.  

·         A strategic advertising, marketing and promotions planner skilled in delivering brand marketing and advertising that promotes superior product presentation, shop ability and sales productivity.

·         Recognized for maximizing the performance of individuals and organizations through a team and consensus building approach that focuses on continuous improvement at all levels of the organization.

 

 

CAREER HIGHLIGHTS

·         Key player in the development of DIY Home Warehouse as a leading Midwest based big-box home improvement retailing chain, selected  by Forbes Magazine as Number 5 among the 100 Best Small Companies in America in 1993. Drove its development from a two-store, privately held corporation to a growing, publicly traded corporation with revenues of approximately $250M.

 

 

EXPERIENCE

NORTH COAST PERSONAL DEVELOPMENT CO., Lakewood, OH                                                9/2007 – 3/2009

Advisor

Entrepreneurial business specializing in home-based coaching, mentoring and direct marketing of personal

development products utilizing the 24/7 power of the internet.                      

 

WELLS FARGO HOME MORTGAGE, Div- Wells Fargo Bank, N.A, Rocky River, OH               2003 – 2007

Reverse Mortgage Consultant

Developed a network of lead referral partners and professionals. Delivered direct marketing through print based advertising and more than 20 speaking engagements directed toward the Senior Community.

·         Led Northeastern Ohio in the sale of Reverse Mortgages by developing a strong referral network that drove the successful closing of 27 mortgages with a composite value of more than $3.7M.

Senior Administrator:  Reviewed and approved managers’ commissions; maintained regional sales records and histories; participated in performance evaluations and conducted training programs.

                                                                                                                                    

SOFT THUNDER, INC., Cleveland, OH                                                                                                2001 – 2003

Owner/Operator

Developed and operated two men’s wear boutiques promoting color, style and value in casual wear addressing the needs of young professional men through high-end brands including Kenneth Cole and Diesel.

·         Guided all aspects of the business from purchasing to advertising and merchandising utilizing innovative night club based open houses and multiple media outlets, including print and radio.

 

DIY HOME WAREHOUSE, INC., Valley View, OH                                                                            1988-2000

Vice President, Merchandising and Marketing                                                    1993-2001

Promoted by management to direct all merchandising, purchasing, advertising, marketing and sales promotion for a 16-store chain serving locations throughout Northeastern Ohio. Guided the activities of eight merchandisers providing store layout and design, vendor negotiations, timeline development and merchandise placement in existing locations as well as in a company expansion to 14 new locations.

 

Achievements:

·         Appointed to the company’s Board of Directors to provide essential guidance in all strategic planning, budgeting, and policy-making decisions impacting more than 1800 employees.

·         Improved cash flow and cut company debt by reducing inventory more than $4M through the introduction of a new inventory reduction program.

·         Boosted gross margins to 27.8% in an historically low margin business. Through repeated price negotiations with suppliers’ C-level Management, Sales Executives and Channel Market Sales Managers; consistently negotiated supplier new store discounts averaging 30%.

·         Re-engineered product presentations and layout in advertising and marketing programs including, print, radio, television and sports' marketing totaling in excess of $10 million/ year; provided Project Management in the compilation, migration and updating of more than 35,000 pieces of art and information in a change from spot color, line art to four color photography that dramatically improved operational and cost efficiencies as well as efficacy and reader impact.

·         Increased vendor participation to 74 % of total advertising expense.

·         Improved inventory turns and reporting efficiency by acting as Project Leader for a team charged with evaluating, procuring and implementing information systems that took the company from a manual single-store reporting system to a highly responsive real-time reporting environment with all stores represented.

 

 

VP and General Merchandise Manger                                                                       1990-1993

Provided critical direction and input driving the expansion of the company’s SKU base from 18,000 to more than 35,000 items.  Drove the ongoing merchandising and store design of a continually growing number of stores, while working in concert with the corporate buying team, corporate operations management and individual store management.

Achievements:

·         Effectively positioned the company to succeed against intense competition through unique differentiation by conceiving and developing the company’s interior furnishings department.

·         Remained market savvy by personally developing the merchandising for the company’s kitchen and bath, departments; participated in the hands-on, direct merchandising of plumbing, plumbing fixtures and millwork as well.

·         Selected by management to participate in all facets of the preparation of a successful Initial Public Offering.

 

 

General Merchandise Manager/ Senior Buyer                                                      1988-1990

Directed the activities of three merchandisers and eight corporate purchasing support staff, while personally evaluating and procuring all products in the company’s kitchen, bath, lighting, ceiling fans, door and window product categories.

Achievements:

·         Key player in the  first joint venture, big-box DIY Home Warehouse launch in Cleveland, Ohio; guided the development of product assortments, initial inventory plans and merchandising layouts for 21 different hard line departments; increased comparable store volume more than 25% despite growing national competitive presence.

·         Improved the company’s merchandising and advertising cost effectiveness by transitioning these functions form a third party to a newly developed in house staff. 

 

 

Early career success as a Naval Officer, Department Store Associate Buyer and Assistant Manager, Restaurant Developer and National Director of Sales and Marketing.

 

 

EDUCATION

BA, Psychology, Political Science, Wake Forest University, Winston-Salem, NC