Shawn Elliott

Primary Objective to Profitably Grow Caterpillar Machine Population through Sales/Rental, Expand Services & Solutions for Caterpillar’s Building Construction Product Portfolio in the Southern Africa Region through the Caterpillar Dealer Network

*Building Construction Products Portfolio: Backhoe Loaders, Skid Steer, Compact Track Loader, Mini Hex, Compact Wheel Loader, Small Wheel Loader & Telehandler

• Accountable for delivering Southern Africa machine sales turnover (~700M Rand/$50M Dollars per annum)
• Accountable for profitably managing ~$2.5M machine retail/rental sales support to maximize machine price realization
• Caterpillar sales liaison among dealers, customers, and other Caterpillar personnel for (x12) southern Africa countries.

*Specific focus on Retail/Local Contractors, Agriculture and Plant

Hire/Rental Markets

• Accountable for caterpillar dealer senior leadership relationships that support strategic initiatives & execution
• Responsible for the evaluation of the training needs of dealer machine sales staff and leverage value selling materials and resources to satisfy those training requirements
• Support the Caterpillar dealer sales & operations planning (S&OP)
• Accountable for the alignment of the annual business planning process, strategic planning and aligning growth objectives
• Responsible for Caterpillar dealer retail strategy execution, marketing needs, and building brand awareness of construction machine products
• Accountable for Southern Africa new machine product introductions

Primary Job Accountabilities: Elevating Northern Europe dealers Sales & Marketing capabilities to grow market leadership in machines, solutions, and services

• Led monthly machine executive leadership meeting & governance process for all machine lines of business
• Led the execution of the dealer sales & marketing excellence program
• Execution included dealer marketing capability development (i.e., lead Management processes, sales funnel management, sales coverage & customer loyalty processes)
• Responsible for the evaluation of individual dealer performance and develop appropriate recommendations to optimize dealer machine sales/rental participation/sales coverage for the assigned territory.
• Led the optimized machine sales coverage project in England including second level dealer network
• Led the optimized machine sales coverage project in Demark
• Responsible for the execution of machine delivery standard process
• Supported retail transformation project Netherlands
• Deployed dealer lost sale reporting process

Primary Job Accountabilities: Dealer Project Management focused on Strategy, Sales and Marketing capabilities

• Led the annual business planning process to ensure accurate dealer forecasting for sales & rental machines across machine divisions
• Accountable for leading the Caterpillar dealer monthly sales and operations planning (S&OP) process (forecasting, inventory management & orders)
• Supported dealer marketing transformation strategy (i.e., Sales funnel management, lead management process & CRM deployment)
• Thompson Tractor market leadership strategy project lead
• Strategy Project Lead for Kelly Tractor

Primary job role objective was the expansion of the Cat Rental Store. Building field population of Caterpillar machines and attachments in Dealer rental fleets and deliver the Annual Business Plan (machine and attachments sales to dealers)

• Caterpillar Dealer Coverage included: Ring Power, Kelly Tractor, Yancey Bros, Thompson Tractor and Stowers Machinery
• Rimary job role objective was the expansion of the Cat Rental Store
• Building field population of Caterpillar machines and attachments in Dealer rental fleets and deliver the
• Nnual Business Plan (machine and attachments sales to dealers)
• Led the annual business planning process to ensure accurate dealer forecasting for rental machines
• Aterpillar:Confidential Green Responsible for the execution and delivering the annual rental machine business forecast Accountable for managing sales support programs within budget to reach rental sales objectives
• Counsel and communicate to dealers on fleet additions, outside the Caterpillar business units i.e., Aerial, light towers, etc
• Responsible for conducting detailed analyses of dealer rental and used operations with special emphasis on streamlining processes and improving dealer capability and profitability (i.e., coverage, forecasting, inventory management etc.)
• Responsible for evaluating the training needs of dealer rental operations staff and leverage materials and resources to satisfy those training requirements
• Counseled dealers on an optimal rental rollout strategy which maximizes dealer profitability

Hertz Equipment Rental USA (1999-2005)

My career spanned a variety of job roles with increasing responsibility from sales to management in the construction rental industry in Florida USA

Branch Manager (Sarasota, Florida) September 2003 to June 2005

• Accountable for portfolio management of a full-service construction machine rental/used sales facility
• Accountable for ~2 million Dollar Machine Sales Turnover
• Managed ~15 branch personnel across, Sales, Service, Transportation & Administration
• Primary objective was to support Hertz Sarasota facility with planning and executing ambitious profitable growth strategies to increase their rental service portfolio
• Primary Responsibilities included (Annual Business Planning, Profit & Loss Accountability, Fleet/Asset Management, Human Resources, Coaching and Mentoring)

• Accountable for Rental of Construction Machines, Sales of Used Rental Fleet & Consumables for defined territory