123 Elm Street Birmingham, AL 35244 email@example.com H 205-555-5555 C 205-444-4444
SUPERIOR SALES & MARKETING MANAGEMENT
Results-driven strategic divisional sales and marketing leader with more than ten years of experience generating
sales growth and territory expansion. Multi-industry expert proven successful applying growth-oriented best
practices to new product marketing programs. Strategic leader with a track record of successfully expanding
market share while ensuring existing client loyalty. Superior organizer capable of leading multiple departments and
third-party resources while ensuring financial objectives are met. Core strengths include:
Strategic Planning … Advertising Campaign Execution … Budgeting & Forecasting
Marketing Program Development … P&L Management … New Business Development
Sales & Account Management … Contract Negotiation … Vendor Management
SALES & MARKETING MANAGER │ ABC ELECTRONICS & SUPPLY, Birmingham, AL ─ 20xx to Present
Direct design and execution of sales and marketing programs serving the recreational industry across 70% of the state of
Alabama. Lead a team of 10 to 18 certified installation and factory warranty service technicians. Deliver exceptional service to
OEMs, boat dealers, brokers, marinas, and yacht clubs with new electronic navigation and entertainment systems.
Increased business approximately 30% and expanded sales and service across 70% of the state of Alabama.
Established Suncoast Service Group (SCSG), an innovative marketing and service program geared toward customer
satisfaction and outstanding service.
Cultivated strategic alliances with 28+ disparate recreational service organizations across four states. SCSG provided
reciprocity of warranty and non-warranty services to any customer of a group member.
Generated interest and built a multi-state presence through high-impact literature and brochures.
SALES & MARKETING MANAGER │ BCD GLOBAL INCORPORATED, Birmingham, AL ─ 20xx to 20xx
Cultivated strategic alliances and maximized new market opportunities in document management solutions. Executed
comprehensive business and marketing plans across traditional and non-traditional markets. Directed three departments focused
on generating aggressive revenues through challenging service goals across four major market segments (traditional business,
city, state, and federal agencies).
Established a $500 million dollar contract with the Department of Defense, which included the Navy, Marines, Army,
Air Force, and Coast Guard.
Managed a five-year joint venture contract between four vendors.
SALES & MARKETING MANAGER │ CDE ENTERPRISES, Birmingham, AL ─ 20xx to 20xx
Developed sales and marketing programs supporting corporate objectives. Established both short-term and long-term goals for
new and existing distributors. Negotiated contracts with marketing material providers for catalogs, CDs, and direct mail items.
Trained sales force and dealer network in new products.
Created an organizational structure that clearly defined roles, responsibilities, and operating practices.
Developed and implemented e-commerce capabilities and B2B company Web presence.
ACADEMICS & TECHNICAL EXCELLENCE
Bachelor of Science Degree in Marketing (GPA: 3.9)
XYZ UNIVERSITY – Birmingham, AL
Technical Skills: QuickBooks, MS Excel, PowerPoint & Word
Creating a Compelling Cover Letter
A powerfully written cover letter is necessary to land most interviews and ensure job search success. When an advertised
position creates a pile of 100+ resumes, it becomes the responsibility of the hiring personnel to shortlist the applications.
Resumes without cover letters are usually the first to go, followed by the ones with poorly written cover letters. Avoid this
fate by following these effective strategies:
Address your cover letter appropriately:
Be sure that you get the name of the hiring manager before sending your resume, and address the letter to that individual.
The proper greeting will be either “Dear Mr. (Smith),” or “Dear Ms. (Smith).” Avoid using Miss or Mrs., and do not address
your letter to “Dear Sirs,” as it is considered inappropriate. If you are unsure of your contact’s gender, address them by
their first and last name, as in “Dear Pat Smith,” to avoid an embarrassing mistake. If you don’t know the name of the
hiring manager, simply use the greeting “Dear Hiring Manager,”– it’s clear, to the point, and gender neutral.
Get to the point in your opening paragraph:
One of the most common interviewing questions employers ask is “Why should I hire you among other candidates?”
Provide an answer to that question right off the bat in your opening paragraph. This is a very important section because it
is the first thing the employer will read. It must be powerful and make an immediate impact. Be sure sell yourself and your
unique abilities. Do not use a generic opening paragraph that can apply to any Tom, Dick or Harry.
Every line should sell you, so use aggressive language here and throughout the rest of your cover letter. For example,
instead of writing “My background is in finance management, making me well-suited for your advertised Corporate
Finance Director position.” you can write “A background in finance management and a proven record of developing
effective strategies that drive revenue, growth and shareholder value make me a strong candidate for your advertised
Corporate Finance Director position.”
Show your interest and sell your accomplishments in the body of the letter:
In this section, you need to show your interest in the job and the company. Research is a key ingredient to a successful
job search. The more you are able to demonstrate your interest and knowledge about a company, the better your chances
are to secure an interview. Get to know the company’s mission and new corporate initiatives, and tell them how you can
help them meet their objectives or resolve their problems. Praise the company for public recognitions or recent
accomplishments. The employer will surely take notice of your active interest.
Use “I” and “my” sparingly. Try not to use these words more than six times in your cover letter. You need to focus on what
you will bring to the company and how you will help them improve their profitability. Too much use of the word “I” will also
make your letter look elementary and poorly written.
For executive-level candidates and professionals with substantial achievements, a bullet point format is often the most
effective and efficient way to highlight accomplishments. If you fall into this category, be sure to keep the bullet point
statements unique and fresh. Do not copy and paste the exact same phrases from the resume as it will make you look
lazy. All sentences and achievements transferred from the resume should be rephrased.
Close your letter with a strong paragraph:
In the closing paragraph, you need to address several issues. At the very least, you need to ask for the interview and
provide contact information. This is also the ideal place to mention your salary requirements (if the employer insists on it),
or your desire to relocate.
To demonstrate your drive and interest, mention that you will call within a week to follow up. This is a great way to ensure
the resume was successfully received, and it creates an opportunity to establish a dialog. However, do not mention this in
your cover letter if you do not intend to follow up.
In summation, an aggressive and dynamic cover letter will help you stand out among the competition. Remember that the
goal is to market yourself – not to compose a dull biography.