DENNIS J.

(DENNY) OTTO
Web Portfolio: http://webprofile.info/dotto/
(805) 807.7204
1863 E. Chimney Stone Ct.
Draper, UT 84020
Email: doe7fac4@westpost.net
SENIOR OPERATIONS EXECUTIVE
Sales & Marketing; Business Development; Startup Operations; Multi-Site Manageme
nt
Deliver dramatic sales results by establishing a culture of excellence, providin
g the vision, empowering teams, and managing to metrics. Entrepreneurial busines
s builder with deep experience in sales, marketing, finance, startups, budgeting
, staff development, and culture change. Expert in consultative and solution sel
ling with proven ability to identify and capitalize on development opportunities
. Highly effective leadership, communication, and motivational skills that led t
o 100% employee retention over four years and six out of nine employees promoted
into upper management. Respond to business challenges with confidence and deter
mination through expertise in:
> Customer-Centric Decision Making
> Leveraging Strategic Partnerships
> Market Definition / Product Penetration
> Maximizing Financial Performance / ROI
> Multifunctional Collaboration / Leadership
> Performance & Process Improvement / Metrics
> Resource Identification / Allocation
> Team Recruitment / Development / Deployment
> Translating Strategy Into Tactical Plans
> Value Creation, Communication, Capture
EXECUTIVE PERFORMANCE
DirectBuy Corporation, Thousand Oaks, CA 2009
North America's largest manufacturers catalog showroom representing 700+ major m
anufacturers and their suppliers, in 26 home-product categories with 158 locatio
ns across the United States and Canada.
Corporate Managing Partner
Provided leadership for 15-member organization managing sales and marketing, HR,
showroom layout, and oversight of customer service and warehouse operations.
Achievements:
> 93% retention of key talent achieved during corporate restructuring through im
plementation of coaching and mentoring efforts.
> Protected customer relationships and retained nearly 100% of revenue stream du
ring ownership transfer.
> Exceeded benchmarks by 5%, by motivating service staff to maintain high standa
rds in multiple areas.
DirectBuy Franchises 1998-2009
COO, Thousand Oaks and Burbank, CA (2005-2009)
Managed 24-member staff in simultaneous launch of two locations 33% ahead of pla
n, from blueprints to turnkey through application of planning and organization s
kills.
Achievements:
> $3 million (40% increase) per year generated in total merchandise sold by crea
ting and spearheading new marketing initiative.
> Achieved 100% of startup goals through creation, measurement, and analysis of
performance metrics.
> Reduced OPEX $2 million to improve profit margins during economic downturns.
COO, Tucson, AZ (1998-2005)
Achievements:
> Led 16-member team increasing sales 280% over seven years through staff traini
ng, implementing innovative sales, marketing, and merchandising strategies, and
improving operational efficiencies.
> 132% increase in sales per transaction realized through marketing analysis, sh
owroom merchandising, and service staff training.
> Retained 90% of full-time staff by creating culture of recognition and empower
ment.
> Honored with merchandise sales award for achieving Top 10 volume in the United
States in the 72nd largest market, by using merchandising strategies, target ma
rketing, and staff development.
> Decreased bad debt 50%, by analyzing marketing approach and customer qualifica
tion methods.
Spartan Stores, Inc., Grand Rapids, MI 1991-1998
Ninth largest grocery wholesaler in the United States with $3 billion in sales,
serving 330 independently owned supermarkets in three states, and more than 200
convenience store accounts.
VP Purchasing and Retail Operations (1997-1998)
Directed seven-member staff with 22 P&L areas orchestrating programs to optimize
opportunities for retail customers to capture and retain profitable market shar
e.
Achievements:
> $46 million in annual sales recaptured by coordinating and directing cross-fun
ctional effort to get closer to customers and improve deliverables.
> Exceeded budgeted goals $1.4 million over two years across all P&L areas by an
alyzing reports, meeting with staff, and creating action plans.
> Eliminated $1.5 million in annual promotional spending by orchestrating confli
ct resolution that ended abusive marketing transactions by numerous customers.
VP Sales & Marketing (1996-1997)
Managed nine-member team covering 19 departments enhancing operational efficienc
ies of retail customers.
Achievements:
> Grew annual sales $12 million by participating in strategic planning with five
customers who were board members and advocating win/win business relationships.
> Retained 100% of management team over four years with 67% receiving promotions
into upper management positions through effective coaching and mentoring relati
onships.
> Improved sales 5% for 70-store, inner city ad group by leading cross-functiona
l team to solve ethnic marketing challenge.
VP Customer Services (1994-1996)
Developed staff dedicated to improved communication, understanding customer need
s, initiating solutions, and supporting win/win business decisions.
Achievements:
> Transformed Advertising Department bottom line from ($700,000) loss into $80,0
00 profit in less than two years through strategic planning, managerial changes,
and marketing efficiencies.
> Reduced Advertising Department production time nearly 50% by reengineering wor
kflow process and improving technology.
> Multiplied Advertising Design accounts 50% by improving processes and marketin
g flexibility.
Director Customer Support Services (1993-1994)
Spearheaded culture change to customer-centric focus. Created retail operations
account manager, redefined role and approach of retail ad writers, and collabora
ted cross-functionally to unify store calls.
Achievements:
> Increased net earnings three out of four years leading a collaborative change
to $2.5 billion budgeting process by starting with customer projections and acti
on plans vs. corporate departments.
> Boosted inventory turns from 20 to 27 per year by leading key cross-functional
personnel that measured and eliminated stagnant inventory.
EDUCATION / PROFESSIONAL DEVELOPMENT / AFFILIATIONS
B.A., Business, METROPOLITAN STATE UNIVERSITY, Minneapolis, MN
Microsoft Excel, Salt Lake City, UT
Microsoft Word, Salt Lake City, UT
DirectBuy Franchise Training, Merrillville, IN
Scott Paper Executive Training, New Jersey
Super Valu Retail Counselor Training, Minneapolis, MN
Spartan Retail Advisory Board, Corporate Chair
Officer, Spartan Stores, Inc., Member
Associated Food Dealers of Michigan, Board Member
Grocers Research and Education Council for Food Marketing Institute, Member
Caledonia High School Curriculum Committee, Board Member/Business Advisor