there’s no end of guides on how to build a resume, and most of them
recommend putting together a resume that will harm
Don’t try to cover things up or obfuscate, as many of these resume
writers will recommend. Don’t describe your personal
because that always sounds phony. Stick to the facts, and
interesting at the same time.
are the keys to a successful resume:
Resume must be easily skimmable.
page must be interesting enough to make the reader want to
get to the second page. Don’t panic over
rules that a resume cannot be more than two pages long are aimed at
junior candidates, not someone who has twenty or thirty years of work
descriptions need to quickly make what you do
clear. The size of the company, the size of your
responsibility and your staff size needs to be quickly and readily
understood. If your company uses unusual titles, you may need
translate them. If you are the VP/Client Relations and
all marketing and sales for the company, your title should
VP/Sales & Marketing (VP/Client Relations), reporting to the
skills and accomplishments need to tied to a given position,
rather than mentioned out of context in a two-page Areas of Experience
and Accomplishments section that you see at the beginning of those
functional resumes that professional resume writers love and employers
to include keywords that will make your resume
pop up when someone uses resume scanning software.
include titles, functional areas, industries and key customers, among
others. No one will do a database search using keywords such
dynamic or innovative, so leave those out.
complete. If you leave off the early part of
your career or your
college graduation dates, the reader will wonder what you’re trying to
Below is the resume
of Harcourt Potter, a true Job Magician:
Potter 283 Swami Road North
Treestump, Vermont 05789 (802) Job-Magi
Sales and Marketing Director/VP/Vice President
Marketing- and sales-oriented executive with experience in all facets of
business management, including Sales
Force Development, Marketing
Television Appearances, Sales Force Recruitment
Integration and IPO’s.
Have opened national accounts in most retail channels, including:
Harrod’s) Drug Chains
(Walgreens, Rite Aid) Supermarkets
(Kroger, Albertsons) Mail Order
(L L Bean, Land’s End) Specialty
& Barrel) Hardware/Home
PRESIDENT/SALES & MARKETING, PorkBarrels, Inc.
Porcupine, Vermont. Reported to the president of this
$77-million, NASDAQ Barrel/Housewares manufacturer and
1999 to present.
Oversee all sales and marketing functions. Manage
a staff of 31 that includes a National Sales Director, Marketing
Director, International Sales Director, Customer Service Manager, 5 regional sales managers, 2
national account managers, an art director, 5 product managers and 14
customer service representatives, plus 32 independent rep groups (employing a total of 175 independent manufacturer’s
Sales increased from $23-million to $77-million in
period in a market that underwent a net decrease of 17% during that
time. Net profit increased from 1% to 13% during that
period. Recruited key managers as internal sales and
staff increased from 10 to 27. Led a sales staff that opened
accounts that included Wal-Mart,
& Barrel, Wegmans,
Ace Hardware, Bed, Bath
& Beyond, Carlson
Marketing, Maritz, Macy’s,
SALES & MARKETING, Warthogs.
$13-million privately-held Giftware/Housewares/Garden Accessories
Manufacturer. 1993 to 1999.
and managed sales force of more than 100 manufacturer’s reps calling on
gift and gourmet shops, mail order catalogs, premium/corporate
accounts, department stores, and mass merchants. Put together
catalogs and brochures, and developed new products, including a line of
picnic baskets that L L
Bean immediately picked up.
company staff that initially consisted of one Assistant Sales
Manager/Marketing Manager and on my leaving included a Marketing
Manager, National Sales Manager, National Accounts Manager and three
clerical support people.
Developed a unique pie basket program with
Kroger's bakery department that was featured in Supermarket News.
This led to a promotion with Albertson's, front page items on Ralph’s
Memorial Day and 4th of July flyers, and nine more promotions with
NATIONAL SALES: On my arrival, sales
falling and there were only seven major accounts. I
replaced nearly all the reps, and set up two sales divisions, one for
major accounts and one for independent shops. More than 100
accounts were opened, including Sears,
True Value, Dayton-Hudsons, May Company and Walgreen’s
sales increased from $4-million to $13-million in 6 years.
DEVELOPMENT: Developed catalogs and brochures, sales
and new packaging. Worked with reps and accounts to develop
product ideas. After discussions with Country Curtains and
Vermont Country Store, I put together a line of wrought iron curtain
accessories that became over 15% of our sales (Country Curtains became
our largest customer). Recruited and worked with freelance
designer who developed items that opened up new markets and new
accounts, including J.C.
Penney, Land's End, Dillard’s, and Crate &
PROMOTION: Placed Warthogs products in
consumer and trade magazine articles, all at no charge to the
company. Magazines included Cosmopolitan, Family Circle,
Living, First For Women, Country Woman, Mademoiselle, Craftworks (front
cover) and Be-Pal (Japan’s leading outdoor magazine). Also
Warthogs products on national TV programs and movies, ranging from
Northern Exposure to Barney and Friends.
Sourced manufacturers for contract work to increase product
These ranged from not-listed-in-any-directory woodworking companies to
more traditional companies like brass manufacturers and contract
packagers. At times, sourced and purchased raw materials,
including steel, glass and packaging items.
worked with plant manager and factory personnel to develop an accurate
cost structure, and personally oversaw those maintaining that system
for two transitional years for the company.
Corporation, Hamhocks, Ohio. $9-million Giftwrap
manufacturer. 1989 to 1993.
REGIONAL SALES MANAGER & MARKETING MANAGER (1991
to VP/Sales, directed sales force of independent reps covering all
states east of the Mississippi. Opened Brooks Pharmacies, Kroger,
& Shop and Ames
as sales in region increased from $4-million
SALES MANAGER (1986 – 1991).
Assisted VP/Sales in
management of national independent rep force while covering Northeast
directly. Due to seasonal nature of the business, also became
involved in marketing, product development, shipping, purchasing, and
MARKETING: Developed annual
marketing plan. Worked with general manager and freelance artists to
develop new product line. Designed and developed 4-color catalogs.
PURCHASING: Purchased point-of-purchase
displays, labels (saving $15,000), and Christmas tags.
Worked as production supervisor during non-sales and peak production
season for 5 months/year directing 25 to 30 employees, and ran entire
factory (150 employees) in plant manager’s absence. Managed
factory store (open for 6-week period before Christmas).
and rented store, promoted it, and directed on-site manager.
Education: PRINCETON UNIVERSITY, Bachelor of Arts, 1986
Personal Interests: Bicycling, Backpacking, Kayaking, Caving,
Skiing, Basketball, Hockey, Ham Radio (Extra Class License)
minor league football player, Albany, N.Y. Set league field
record (50 yards) and led league in kick-scoring twice in five-year
Timson Hill Preschool, Board of Directors, 1994 –
Porcupine Regional School District, Board of
Established Oinkers Youth Basketball League, 2002
(President, 2002-2004; Coach 2002 to present)
see a printer-friendly, full-page, fully-formatted version of the
Harcourt Potter resume,click
can you tell about Harcourt before you’ve finished the first page?
(Bear in mind that the first page of this resume would end at about the
exporting paragraph with PorkBarrels if this was printed on an 8.5” by
11” piece of paper, and not where you would see it if you printed it,
due to the internet format). He’s a solid sales and marketing
executive who understands and has experience in most of the major
channels of consumer products retailing. He positions himself
quickly by name-dropping the major accounts to which he’s sold.
resume is skimmable, and the key points bounce out at you.
functional areas of experience are mentioned, briefly, in the summary,
and then are tied to each job, where they are clearly
demonstrated. This is far superior to the functional resume,
where the achievements and functional skills are jumbled together out
of context, which makes them thoroughly confusing.
Instantly email your resume to all major
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The resume is
also filled with keywords that will make it come up when someone does a
resume search in their database for a sales and marketing executive
with experience selling in industries such as housewares, giftware, and
lawn & garden, or in selling to discount stores, department
mail order catalogs or any of the other retail channels that he
Is he highly professional and
results-oriented? A mentor and team builder? Can’t
certain, as you can never truly discern a personality from a resume,
but you would guess that Harcourt is because he has demonstrated
throughout his resume that he has done the kind of things that high
impact, dynamic, results-oriented mentors and team builders
And he didn’t even have to say that in his summary for you to start
Naming Your Resume:
Most people have done their resume over a dozen times, and
an email version entitled HQPv9-7-14-13.doc. That's very
if you like memorizing military serial numbers or license plates, but
confusing to someone who has hundreds of resumes saved on
his hard drive, and two dozen open on his computer. Save it using your
name: Potter_Harcourt_Resume_2013, and whoever saves it won't lose it.