1. Craig Craig E. Richardson, MBA
4584 Village Club Drive • Powell, OH 43065
H: 740-917-5372 C: 614-787-8986 E: craig.richardson22@gmail.com
Sales Director | Division / District Manager | Sales Executive
Award-winning sales management professional with marketing and Google AdWords expertise offers
strategic planning, campaign management, and training & development strengths, backed by SEM and
social media marketing proficiencies. Proven career – spanning more than one decade within media marketing
industry – characterized by oversight of multi-million dollar operations with as many as 14 direct-report
staff, low 10% team attrition rate, and #1 personal and team sales rankings. Accomplishments encompass
attainment of top 5% in nationwide company sales and recognition as four-time “Distinguished Sales”
award winner, earning “Distinguished Circle” award for performances, and most recently, being honored as
“Company Director of Year” award, undergirded by 50% productivity increases and 21% revenue increases.
Expertise & Proficiencies
• Sales/Marketing
• Startup/Turnaround
• Cold Calling/Telemarketing
• Solution-based Selling
• Client Maintenance/Retention
• Campaign Management
• Productivity Improvement
• Sales Presentations
• Needs Assessment
• Management
• Strategic Planning
• Relationship Management
• Training & Development
• Performance Evaluations
• Employee Relations
Professional Experience
DEX MEDIA, FORMERLY R.H. DONNELLEY (July 1998 – Present)
Founded in 1886, company is leading U.S. print and interactive marketing company with offices in 38 states
supported by more than 3,000 employees, and annual revenues of $1.4 billion.
SALES DIRECTOR, Columbus, Ohio / Seattle, Washington / Fayetteville, North Carolina
Became youngest Sales Director in company at time and perhaps youngest in company history, promoted for
rapid results in previous position, serving initially as North Carolina and subsequently as Seattle Sales Director,
prior to new Ohio assignment.
Accountable for division operating budget and sales performance of 14 direct-report marketing
consultants – marketing print and interactive market product line to clientele within territory spanning mainly
southern half of Ohio, and all of Kentucky and West Virginia – coach staff on all aspects of sales process,
including cold calling, planning sales presentation, closing sale, and ensuring order fulfillment.
Assign accounts and markets to each sales person, regularly updating sales results against objectives,
forecasting sales results to finance department, coordinating travel for overnight stays, and contacting clients to
resolve disputes.
Roll-out all new products and processes to team, monitoring productivity by ensuring calendars are full and
that sales are closed on daily basis, coaching lagging or underperforming sales representatives to improve
production, in order to meet and exceed personal and team goals.
• Named “Director of the Year” in 2012 – recognized as turning in #1 best overall company performance –
after growing digital revenues by 31% or $1.96 million – also earning “Distinguished Circle Award” for
accomplishments, which includes posting top scores for client retention, product sales to current client, and
new client performance scores.
• Received multiple “Distinguished Sales” awards – company’s highest honor, given to individuals
reaching top 5% in nationwide sales – total of four different times, for two periods of two consecutive years,
including 2002, 2003 and 2011, 2012.
• Generated 2014 revenue gains of 21% or $1.4 million annually – with total growth at $1.7 million over
average division performance, and revenue growth at 11th best overall company performance out of 52
divisions – chiefly by focusing on improving digital product sales.
• Dramatically improved team’s productivity – by more than 50%, through increasing accounts closed per
day from .75 to more than 1.2 – through identification and tracking of Key Performance Indicators (KPI)

2. Craig E. Richardson Resume Page 2
metrics after leading installation of new management system in 2010. Also spearheaded integration of
salesforce.com and iPads to salesforce.
• Sold $1.17 million of new display banner ad re-targeting product, within only two years of launching new
offering in 2012. After offering new start smart bundles targeting new clients in same year, closed 308 deals
worth more than $425,000, selling $490,000 worth of search engine optimization services to clients in
2013.
• Saved company over $82,000 annually by implementing plan to reduce overnight travel for team,
capturing additional $45,000 in annual savings – as well as substantial productivity increase – by closing
two sales offices and converting into home-based sales offices.
• Posted 2nd highest revenue growth for company in 2013 and total growth of $591,000 – better than
regional average – primarily attained by expanding digital product sales by more than 10% and retaining print
product clients at one of highest rates in company.
• Deliver exceptional customer service – going out of way to ensure client is satisfied – obtaining #1 2014
client retention rate in region and #3 in company at 83% while maintaining #1 lowest percentage of
customer adjustments in company at .25%, or $317,000 less than average sales division.
• Boosted renewal of digital sales revenue from 68% to 77% in only one year – worth more than
$475,000 annually to corporate bottom line – by completing training program communicating importance of
fully completing online client profiles, tasking all sales representatives and managers with completing profiles
as part of team competition.
• Successfully negotiated three-year contract with largest Ohio advertiser, capturing total company
revenue of $809,000, following contract expiration closing additional one-year contract with client yielding
spend increase of more than $54,000 annually.
• Sustained less than 10% per year team turnover rate, by utilizing behavioral interviewing techniques to
hire people most likely to be successful in new roles, recruiting, vetting, interviewing, hiring, and training all
team managers and sales representatives.
• Led Seattle team to best overall performance in 5 years – not matched since attainment in 2008 – by re-
focusing on planning and preparation before client meetings, and improving employee engagement by
building confidence in products and representatives’ ability to sell them.
• Rectified errors in client order processing while leading company in percentage of adjustments made
for clients, by implementing policy requiring salespeople to respond to all paperwork issues within 48 hours,
elevating matter to manager if issue not addressed, referring matter to District Sales Manager if not resolved
after five days.
• Transformed underperforming team – which had recently lost five team members due to downsizing –
helping sell more than $195,000 in additional advertising to meet annual objective, by spending first
three weeks of year in Charleston riding and observing representatives.
• Originated several new processes, leading daily morning call for entire team where each would read out loud
their results from previous day, bringing in another team of sales representatives to assist in making up shortfall.
SENIOR SALES TRAINING MANAGER, RH Donnelley (0ctober 2003 – November 2004)
Served as top company trainer, accountable for acclimating all new sales representatives hired by
employer and integrating all corporate training programs following merger and acquisition occurring just
prior to being hired, receiving rapid promotion to new role within just 12 months.
During times when no classroom trainings were conducted, focused upon expanding and developing
improved curriculum, calling managers and representatives across company to identify key needs or elements
former trainees wished they could have obtained during training.
• Equipped graduates of new sales training program – after reviewing existing training offerings of both
companies following merger, decided to build world-class sales training program from ground up – to
outperform veterans by more than 30% in total sales, obtaining new clients at more than twice rate of
existing representatives.
• Substantially improved efficiency and effectiveness of sales staff by introducing laptops to field, adapting
curriculum to include training on how to use company systems to plan and process accounts, replacing
formerly tedious process exclusively using paper contracts.

3. Craig E. Richardson Resume Page 3
• Launched new curriculum and conducted all classroom trainings – consisting of comprehensive four-
week module preparing personnel to market company’s products and services – educating new hires on
company product/service lines, sales techniques, and how to use company system to process orders.
DISTRICT SALES MANAGER, R.H. Donnelly (June 2000 – October 2003)
Directed teams of up to 12 account representatives, coaching staff in how to best market – Yellow Pages ads,
direct mail, search engine marketing, website, and paid placements on internet yellow page services – to local,
small to medium-sized businesses.
Led weekly sales meetings highlighting actual sales results against objectives, recognizing great sales
performances of staff, completing training on key topic of interest, meeting individually with personnel to review
results and week’s sales strategy, and conducting field reviews of staff meetings with prospects, engaging in
coaching sessions and giving feedback.
Headed or supported daily calls on largest, most important clients, meeting with other managers and
company director in order to plan for following afternoon, holding sales representatives accountable for
performance.
• Grew business by more than $1.2 million and by more than $1 million, respectively, hitting 132% and
126% of sales objective, respectively, earning company “Distinguished Sales” award for two
consecutive years and individual awards for superior sales performances.
• Obtained #1 sales rank for two of three years in District Sales Manager position, obtaining results by
focusing on sales processes training and holding people accountable for daily production, serving as personal
productivity coach to entire direct-report staff.
Initially served as Local Marketing Consultant, R.H. Donnelly, Cincinnati, OH (July 1998 – June 2000)
EDUCATION
MBA (Candidate, 2015)
Otterbein College, Westerville, OH
B.S. in Environmental Education
The Ohio State University, Columbus, OH
CERTIFICATIONS & MARKETING
Google AdWords Certified
Search Engine Marketing (SEM) • Search Engine Optimization (SEO) • Social Media Marketing
(Facebook, Twitter and LinkedIn)
PC SKILLS
Salesforce • Microsoft Office (Word, PowerPoint, Excel, and Publisher)