1. WALLY DUENO II
1417 S 31ST
STREET MANITOWOC, WI 54220 (920) 629-4333 WPDUENO@GMAIL.COM
OBJECTIVE
To provide the highest quality service and professionalism, which exceeds the expectations of both the
manufactures and accounts. Also to provide knowledge and training so consumers and end users get the
most usefulness and enjoyment out of the products.
EXPERIENCE
ODLE SALES YEARS EMPLOYED (NOVEMBER 2013–APRIL 2015)
TERRITORY MANAGER
Territory of the majority of Wisconsin.
• Called on retail, law enforcement and two 30+ store farm chains.
• Developed marketing plans which included print, internet and in-store advertising along with
employee spiffs and volume incentives.
• Set up and ran booths at both consumer and industry shows.
• Attended major industry and consumer shows representing manufactures (SHOT, ICAST, ASA,
NRA, etc.)
• Identified and developed potential new accounts through cold calls, networking and research.
• Compiled sales reports and forecasts on a monthly, quarterly and yearly basis.
• Trained store personnel in proper use and sales tactics of all product lines.
• Worked with a team of merchandisers who called on major accounts (Cabelas, BPS, Scheels,
Gander Mountain, Mills Fleet Farm)
• Helped law enforcement agencies identify the best solutions for the individual agency and assist
them in bid purchases and in grant writing for surveillance, lighting, thermal optics and night
vision equipment.
PURE FISHING YEARS EMPLOYED (JUNE 1996 –APRIL 2013)
SENIOR DISTRICT SALES MANAGER JULY 2002 –APRIL 2013
Territory of Wisconsin, Michigan’s Upper Peninsula and the northern half of Illinois.
• Doubled sales in territory in a three year period while staying under budget.
• Called on all wholesale and independent dealers in the area as well as two 30+ store farm chains, also
assisted with all other accounts in the territory.
• Managed a team of approximately 15 pro-staff who were used to set stores, staff consumer and
wholesale shows, train store personnel, and represent our products on the water.
• Called on two wholesales with approximately 20 Sales Reps. These reps I considered part of my sales
and marketing team and I was in contact with most of them on a bi-weekly status to develop sales and
marketing plans for their customers, particularly those in areas outside my normal travel routes.
• Developed sales plans for all key accounts that included goals as well as co-op and marketing plans.
• Designed, set up, and ran booths for wholesale and consumer shows within the territory as well as
assisting with shows outside my area.
• Worked closely with Product Development on design and testing of mainly fishing reels and rods but
also line, bait, and tools.
• Worked on a major initiative to switch accounts from buying our product through wholesalers to being
direct accounts. This required a large amount of nurturing both the direct accounts and the
wholesalers. I converted a larger number of the dealers to direct accounts while still growing sales at
my wholesalers.

2. FIELD MERCHANDISER FEBRUARY 2000 – JULY 2002
• Called on individual big box stores including Mill’s Fleet Farm, Blain’s Farm and Fleet, Walmart,
Cabelas, Bass Pro Shops, Dicks and others.
• Helped develop planograms, set stores, place orders for the individual stores as well as train store
associates on our product and promotions.
•
TEAM LEADER – RETURNS INSPECTION JUNE 1996 – FEBRUARY 2000
• Managed a team of five co-workers who would travel to Cabela’s and Walmart return centers around
the country, inspecting their returns.
• Reduced the amount of defective product we accepted from Walmart from approximately 80% down
to 25% saving the company millions of dollars per year.
EDUCATION
ASSOCIATES DEGREE IN MARKETING (1995)
LakeShore Technical College